if you ever wondered; what all you can do with making your PPC campaigns more efficient...this is the reference point.

1. Pay Per Click Campaigns

2. What Does Maximize Mean to You?

3. Identify – What You Want to Maximize
Keywords / Budgets /
Reach
CPC / Impression Share
Impact CTR / CPA
Sales ROI / CPA
Efficiency Clicks / CPC / CTR

4. Before You Start Maximizing
Know Your Constraints & Objectives
Search Volume
Competitive Position, Preference & Environment
Budget, Time and Results

5. Let’s Get Maximizing

6. Maximizing For
Devices

7. Mobile is Changing the Landscape Quickly
Mobile CPC’s (Singapore)
Mobile Tablet
Mobile,
30% Tablet,
10%
Jan Feb Mar Apr May Jun Jul Aug Sep
Mobile CTR’s (Singapore)
Mobile Tablet
PC,
60%
Mindshare Benchmark Performance Data Q3, 2012
Jan Feb Mar Apr May Jun Jul Aug Sep

8. Evaluate the Opportunity Closely
On Their PCs On Their Mobile Devices
Review Used / Review
16% Preowned 14%
14%
Service Used /
Center Preowned
19% 12%
Spare Parts
13%
Spare Parts
8%
Dealership
5% Dealership
Service
Center 6%
17%
Rent
5% Rent
3%
Price
Price 38%
30%

9. Stuff you can do on Mobile Search

10. Mobile / Tablet Devices Best Practices
1 Separate Campaigns for Mobile, Tablets & PC
2 Have different keywords for Mobile & PC
3 Use Radius Targeting for US targeted campaign
4 Use all extensions applicable.

11. Maximizing
Languages

12. Languages Play a Key Role
Search Behavior Composition Cost Per Click
English Local 2 Languages
Malaysia Thailand
Malay Thai
24% 34%
Engli
Engli sh
sh 66%
76%
Filipin
Indonesia o Philippines
13%
Baha
sa
42% Engli
sh Engli
sh
58%
87%
Indonesia Malaysia Thailand Vietnam
Mindshare Paid Search Campaigns, 2011 ~ 2012

13. Maximizing
Opportunity

14. Maximizing for Opportunity
Are your spends Is there an opportunity to
aligned to the right set expand or are you already
of keywords maximizing the coverage.
Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share
Brand [Broad] 2% 12% 26% 72.54%
Brand [Exact] 1% 5% 20% 100.00%
Competitor [Broad] 7% 15% 3% 22.31%
Generic [Broad] 74% 52% 37% 89.07%
Generic [Exact] 16% 16% 14% 92.03%

15. Maximizing for Opportunity
So If You Really Wanted to Maximize
Campaign % of Total Spend % of Total Clicks % of Conv. Impr Share
Brand [Broad] 2% 12% 26% 72.54%
Brand [Exact] 1% 5% 20% 100.00%
Competitor [Broad] 7% 15% 3% 22.31%
Generic [Broad] 74% 52% 37% 89.07%
Generic [Exact] 16% 16% 14% 92.03%

16. Do You Really Need to Spend More?
The Tipping point; beyond this your campaigns will start
to cost you more than what you have anticipated.

17. Investing more in SoIS – Worth the Effort?
Spend (SGD) CPC (SGD)
80,000 1.40
70,000 1.20
60,000 1.00
50,000
0.80
40,000
0.60
30,000
20,000 0.40
10,000 0.20
0 0.00
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
The reason why CPC’s goes up is because not always the
advertiser loses the search impression because of budget; but
also because of poor rank which is due to lower bids.

18. Do You Really Need to Spend More?
This the region your current campaign is performing.
This can be a stretched spends & expected performance which is less cohesive.
Thus, if you operate with higher budgets your CPA might be higher & more sporadic.

19. Using Advance Modeling to Find The Connection
Sales Vs Daily Spend
$140,000
$120,000
$100,000
Sales
Sales
$80,000
xBar
$60,000 ybar
$40,000 Poly. (Sales)
$20,000
$0
$0.00 $100.00 $200.00 Daily Spend
$300.00
$400.00 $500.00 $600.00 $700.00 $800.00

20. Relationship between Sales + Clicks
$140,000
$120,000
$100,000
Sales
Sales
$80,000
xBar
$60,000 ybar
$40,000 Linear (Sales)
$20,000
$0
0 500 1,000 Clicks
1,500 2,000 2,500 3,000 3,500

21. Relationship between CPC + Sales
$140,000
$120,000
$100,000
Sales
Sales
$80,000
xBar
$60,000 ybar
$40,000 Linear (Sales)
$20,000
$0
$0.00 $0.20 $0.40 CPC
$0.60 $0.80 $1.00 $1.20

22. Maximize
Control

23. Use Auction Insights to Your Power
Do you really need to out bid your competitors?

24. The Keyword Match Type
Keyword Max. CPC Clicks Impressions CTR Avg. CPC Avg. position
Broad Match Keyword $10.00 262 19,027 1.38% $7.11 3.02
Broad Match Modifier Keyword $12.60 472 15,990 2.95% $8.93 2.23
By using BMM keyword type, we are able to optimize the campaign CTR and
Avg Position with a marginally higher CPC.
The keywords run in parallel for 30 days before switching to only BMM Match type.

25. Do Not Overkill your Account with Too Many Ads
20 messages per ad group is a strict no no!
Converting Ads Spend Clicks Conv
400
Yes 250
44%
No
56%
20 32
Before After

26. Do You Really Need Long Tail?
Matured Markets SEA Markets
Words Searches CTR CPC
1
2
3
4
5
6
Markets like SG/MY/ID/TH/VN – are very different as compared to the markets
like US / UK / AU in terms of user behavior. Thus using Long Tail Keywords is not
always a good option in our region.

27. Day of the Week Optimization
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday

28. Hour of the Day
Clicks Conv
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
One can Always Emphasis is always on maximizing
Argue – To keep of every dollar invested vs an always
the campaign ON open shop when no one is buying.
or OFF

30. Some New Stuff we are testing
Dynamic Search Ads
Offer Extension Ads

31. Other Stuff we are using
Automated Rules Adwords Scripts

32. Page
Domination

34. In Summary
Keywords / Budgets /
Reach
CPC / Impression Share
Impact CTR / CPA
Sales ROI / CPA
Efficiency Clicks / CPC / CTR

35. Happy Maximizing Your PPC Campaigns