Created and presented by Admind:
Are you wanting to take your PPC campaigns to the next level? Tyler Whittingham and Michael Query from Admind reveal content performance data from their recent case studies to show you how to use programmatic media buying to reach your audience at scale. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
2. PPC Is Dead
Welcome To Data Science
Game Progress: 30 sec
Optimization: 10 min
Deep Mind Learning
3. PPC Is Dead
Welcome To Data Science
Game Progress: 30 sec
Optimization: 200 min
Deep Mind Learning
4. How Ads Are Bought Online
Internet
User
Advertiser DSP
Ad Exchange
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
6. Obvious
- Large Geo
- Gender/Demo
- Time of Day?
What Is Already Known?
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Foundations
Introduction
7. Obvious
- Large Geo
- Gender/Demo
- Time of Day?
Not So Obvious
- Interest Catagories
- Specific Age
- Time of Day
- Multi-Dimensional
- Former Campaigns
*Err on the side of broad
What Is Already Known?
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Foundations
Introduction
8. Tracking
“What is my campaign goal?”
Micro Conversions
Macro Conversions
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
9. Targeting
- Advanced Locations Options
- Frequency Caps
○ Prospecting vs Remarketing
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
“Over 50% of your budget can be
wasted due to settings errors.”
10. Targeting
1M / 7 = 142k imp per day
10% win rate…
14k x $2 cpm = $28/day x 30 = $840/mo
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
“Minimum of 1M impressions/week”
15. What Bid Strategy Optimizes For
Does
- User’s geographic
location
- Browser
- Operating system
- User’s language setting
- Time of day
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
16. What Bid Strategy Optimizes For
Does
- User’s geographic
location
- Browser
- Operating system
- User’s language setting
- Time of day
Does Not
- Gender, Age, etc.
- Audience Lists
- Cross campaign
- Interest Categories
- Device Category
- Traffic outside of AdWords
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
17. Optimization
Human Intervention
- Dimensions AdWords does NOT optimize for
- Creative/content
- Data AdWords could not possibly have (special
scheduling, inventory, etc.)
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Tyler
Explain roles
Advertisers job to create the ad
DSP (demand side platform) helps with targeting - Other DSPs are Bing, Yahoo! Gemini, Site Scout, Media Match, DBM, etc… not all are created equal
Exchange provides info on impressions
User buys products
50 billion impressions/day… Great marketing starts and ends with choosing the right audience
Explain why auction system works
Mike
Content marketing campaigns
Ty
Define each target & specify that this is direct response NOT BRANDING
Large geo impossibilities… PF Changs in US shouldnt advertise in Africa
Gender & Demo.. sports bras?
Time… Is the business even open to take calls?
Mike
This slide is about campaign priming. What do you know about your segment before you even start to spend?
Takes data analysis to determine. Dive into GA and start running reports for organic traffic or previous relevant campaigns.
Define dimension as Google does. Define metric as google does. Multi-dim means to compare combinations of dimensions.
Tease the AdMind.
Why err broad?
Need to feed enough data
Ty
Kisstixx example of 10 sales/day at $2 cpa … big woop.
Ty
Define CPA
Dont fly blind. Micro conversion are more frequent than macro and make your data bigger. Tells Google that it is at least heading in the right direction
Explain graphic … Best plays leading to touchdowns
Establish your macro conversion
What HAS TO HAPPEN prior to that macro… that is your micro
Imression is served, click occurs, small engagements (micro) lead to a sale or Macro
Ty
The deadly mistake of locations… browsing ABOUT my location
Why impression cap of 1 when prospecting.
Remarkleting let the AdWords decide
Ty
The #1 killer for a campaign is restricting the audience too much from the start
Give Google more opportunities to show your ad
Mike
had a mtg: 100 clients ~100 keywords 10 sec at each keyword. 27 hours just to do a single keyword analysis.
Using google’s learning algorithms to optimize 24/7, consistently, comprehensively, accurately: 0 hours.
Google has algorithms that optimize for the actions that matter most.
ty
Give Brady example of 6 cent clicks
Mike: start with clicks then to cpa
Ty depending on client ...it does work for you