1. WHAT $1 MILLION HAS TAUGHT US
ABOUT
ENHANCED CAMPAIGNS
@JeffAllenUT
Jeff.Allen@hanapinmarketing.com

2. LOOKING AT EC’S AT
THE MACRO LEVEL

3. RESULTS FROM ~50
ACCOUNTS
& OVER $1 MILLION
DOLLARS IN SPEND (over 30-days).

4. MOBILE IMPRESSIONS UP
9% & CLICKS UP 45%.

5. TABLET IMPRESSIONS
UP 48%
CLICKS UP 45%.

6. COMPUTER IMPRESSIONS
UP 5% & CLICKS DOWN 13%.

7. BUDGET ALLOCATION
PRE-ENHANCED CAMPAIGNS
PRE
MOBILE: 10.2%
TABLET: 10.2%

8. BUDGET ALLOCATION
POST-ENHANCED
CAMPAIGNS
PRE
POST
MOBILE:10.2% 16.8%
TABLET: 10.2% 11.6%

9. WHAT DOES THAT MEAN FOR
COMPUTER SPEND?
PRE:
79%
POST:
71.6%

10. CPA UP ACROSS
ALL DEVICES
COMPUTER:
+12%
MOBILE: +40%
TABLET: +13%

11. “ENHANCED
CAMPAIGNS ARE
BULL$#^%”
– MATT VAN WAGNER

12. LOOKING AT EC’S AT
THE MICRO LEVEL

13. IDEAL ACCOUNT FOR EC:
• LOCATION SPECIFIC
• MOBILE OPTIMIZED
• DAY PARTING

14. 60 miles
-5% adjust.
40 miles
0% adjust.
20 miles
+20% adjust.
Campus
location

15. MOBILE BID
MULTIPLIER -30%.
BASED ON
AVERAGE MOBILE
TO DESKTOP CPA
VARIANCE.

16. BUDGET ALLOCATION
PRE
POST
COMPUTER: 81% 74%
MOBILE:
9%
16%
CPA
MOBILE UP 25%, COMPUTER AND
TABLET REMAINED NEARLY
IDENTICAL.

17. No extra
leads in
target radius

18. 9% INCREASE IN CPA
NO CHANGE IN
VOLUME OF LEADS

19. STRIKE THAT
REVERSE IT

20. 28%
AFTER
CPA DROPS
DELETING ALL
BID MODIFIERS

21. PROBLEMS:
• BUDGET
ALLOCATION
• GARBAGE
TRAFFIC
• HARDER TO SEE
ISSUES

22. SOLUTIONS:
• MORE
CAMPAIGNS
• MORE AD
GROUPS
• …AND (hopefully)
SOMEDAY
SCRIPTS

23. INCREASE
SEGMENTATION
BEFORE USING MULTIPLERS

24. COMPUTER CPA SPIKED
DUE TO CHANGES IN AVERAGE
POSITION
avg. pos.
change in impressions
1-1.5
1.5-2
2-2.5
…
3.5-4
4-4.5
+39%
+19%
-6%
-29%
-32%
*Excludes Brand Terms

25. CAMPAIGN FARM
SYSTEM

26. TIERED CAMPAIGNS
TYPE
MAJORS
LOCATION MULTIPLIER
NONE
(NEAR CPA GOAL)
FARM
ONLY DOWN
(< -20% OF CPA GOAL)
PREP
(> -20% OF CPA GOAL)
ONLY UP

27. All MOBILE IMPRESSIONS
(avg. pos. = change in impressions)
1-1.5 = +170%
1.5-2 = +101%
2-2.5 = +13%
2.5-3 = +17%
3.5-4 = +5%
*Excludes Brand Terms

28. MOBILE IMPRESSIONS
FOR KW’S AT CPA GOAL
(avg. pos. = change in impressions)
1-1.5 = -16%
1.5-2 = +170%
2-2.5 = -6%
2.5-3 = -63%
3.5-4 = +42%
*Excludes Brand Terms

29. IDEALLY, AD GROUPS WOULD HAVE
ONE KEYWORD PER AD GROUP.
KEYWORD LEVEL MULTIPLIERS
WOULD RENDER THIS OBSOLETE.

30. TIERED AD GROUPS
TYPE
MAJORS
DEVICE MULTIPLIER
NONE
(NEAR DESKTOP CPA)
FARM
ONLY DOWN
(< -20% OF DESKTOP CPA)
PREP
(> -20% OF DESKTOP CPA)
-100%

31. USE BID MODIFIERS
SPARINGL
Y I E R
.
T
CPA will spike if you use on high
position keywords .
C A M PA I G N S
& ad groups based on performance.

32. ENHANCED CAMPAIGNS
More relevance, better results
#NAILEDIT
Jeff Allen
Hanapin Marketing
@JeffAllenUT