In the PPC Hero Live Summit session, takie a deep dive into tactics for advanced PPC pros with Associate Director of Services, Jeff Baum, and Sr. Account Manager, Diane Anselmo. They discuss how to build sophisticated campaigns, as well as provide insights into how PPC can help optimize your overall marketing strategy.
14. #ppcherolive
• How complex is your sales cycle?
• Keep building the funnel?
Or…..
• Go right for the conversion?
#ppcherolive
YouTube
15. #ppcherolive
• Create video that’s fun and engaging. Ideally a
‘digital first’ asset
• Include CTA’s in the first 5 seconds
• Consider your metrics. Solely measuring on cost
per acquisition can cut YouTube ‘off at the knees’
#ppcherolive
YouTube
20. #ppcherolive
How Dynamic Search
Ads Work
• Targeting based upon the content of your
website & landing pages
• Headlines dynamically generated based on user
queries
• DSA’s rank in the auction the same as a
keyword targeted ad. If dynamic and keyword
targeted ad are in same auction, the keyword
targeted ad takes precedence
#ppcherolive
37. #ppcherolive
● Understand the full value of your ppc customers
including lifetime value
● Make reasonable assumptions about each value
factor so revenue can be estimated
● Factor out gross margins and advertising costs
#ppcherolive
Advanced Bidding:
Profit Bidding Model
38. #ppcherolive
● Test areas of account that’ll provide enough
conversion data
● Common practice to increase bids 25%-30%
● Understand your sales cycle to determine
appropriate length of test
● Don’t set and forget. These are big bid
modifications!
#ppcherolive
Advanced Bidding:
Profit Bidding Model
39. #ppcherolive
● Increasing bids led to higher avg position and more
conversion
● CPA increased 20% BUT profit increased 143.75%!
#ppcherolive
Advanced Bidding:
Profit Bidding Model
41. #ppcherolive
● Account Structure is Key. Group
Most Profitable Products and
Services Together
● Bids Need to Make Sense for
Your Business
● Test in Aggregate to Prove
Concept Then Get Granular
Advanced Bidding:
Profit Bidding Model
42. #ppcherolive
● Innovation: Thinking About your
PPC differently
● Growth: Removes Growth
Limitations CPA and other
efficiency metrics Cause
● Bidding is Strategic: Align with &
Support Business Goals. Not
Just a Tactic
● Making Total Profit the KPI:
Scales your PPC more quickly
#ppcherolive
Advanced Bidding:
Profit Bidding Model
44. #ppcherolive
What is Attribution Modeling?
A way of determining how to credit
conversions at different points within the
e-commerce of lead generation process.
#ppcherolive
45. #ppcherolive
Attribution Types
• Last Interaction: Last interaction is credited for
the conversion
• First Interaction: First interaction is credited for
the conversion
• Linear: Each interaction is credited equally
• Last Non Direct Click: Last channel click that’s
not direct traffic is credited
#ppcherolive
46. #ppcherolive
• Last Adwords Click: The last AdWords click is fully
credited for the conversion
• Position Based Model: Conversion is mostly
weighted between first and last interaction with even
distribution within the middle transactions.
• Time Decay Model: Interactions closest to the
conversion is credited the most.
#ppcherolive
Attribution Types
49. #ppcherolive
Attribution
Modeling Benefits
• Better understanding of the full value of paid
search
• Data can be used to inform both your paid search
and overall digital marketing strategy
• Offers guidance on how to allocate ppc budget
and how to think about optimizations
#ppcherolive
50. #ppcherolive
Attribution:
Final Thoughts
Implement an attribution model
that makes the most sense for your
business. Incorporating the wrong
model will lead incorrect conclusions
and strategic misalignments.
#ppcherolive