3 Tools to Audit Your Paid Search Campaigns

Transcription

1 3 Tools to Audit Your Paid Search Campaigns 1

2 About NetElixir Incorporated in Headquartered in Princeton, NJ. We are a digital marketing technology and service provider specializing in search marketing and web analytics. Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes). LinkedIn Group: NetElixir University 2

3 About Udayan Bose Founder & CEO, NetElixir,Inc. Founded PartyBingo.com (PartyGaming, Plc). Guest Lecturer: Johnson School of Management, Cornell University City University of New York, Baruch Indian School of Business 3

4 Why Conduct Regular Paid Search Audits? 4

5 Fanatical Facts: Basis Over 300 Paid Search Audits done by NetElixir s Analytics Team, since Feb (Average number of keywords/account = 13,000. Average Media Spend/account/month = $56,000). Ongoing research conducted by NetElixir Retail Intelligence Lab set up in August

6 2% of paid search keywords generate 100% of conversions. 6

7 25% of paid search spend = $0 revenue 7

8 77% of search marketers DO NOT even audit their ad copy performance every month. 8

9 3 Paid Search Audit Tools (and downloadable templates) 9

10 2-Step Keyword Portfolio Efficiency Audit Conducted on 3 month keyword level data. Recommended Frequency once every month. 10

11 Segregate keywords into performance sets Converting keywords. Clicks but no conversions. No Clicks. Only impressions. No impressions. Analyze if you are allocating SEM budget Efficiently within converting keywords. Cost Factor. Conversion Factor Analysis. 11

12 Segment active keywords into groups based on specific performance metric. Required Fields: Keyword state Keyword Campaign Ad Group Impressions Clicks Cost Conversions Revenue 12

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14 Evaluate keyword-level budget allocation efficiency Conversion Factor Conversion (kw) Total Conversions Conv./Cost Factor 1.5+ Expand Optimize <0.80 Establish cut-off for pausing. Cost Factor Cost (kw) Total Cost 14

15 How will you benefit from the keyword efficiency audit? 1. Weed out wasteful spend. 2. Allocate keyword level spend based on performance data (not gut feel). 3. Identify keyword level incremental revenue generation opportunities. 15

16 Ad Copy Impact Grid 3 month ad copy level performance data set. Recommended audit frequency: Once every month. 16

17 Download Ad Performance Report Required Fields: Ad Description line 1 Description line 2 Display URL Impressions CTR Conv. Rate Sample Report with optional fields included: Ad Description line 1 Description line 2 Display URL Impressions CTR Conv. Rate Clicks Cost Avg. CPC Avg. position Conv. Client Official Store Shop for Laptops & Notebooks w/ 2nd Gen Intel Core i5. Order Now! % 1.94% , Client Product Laptops Shop for Laptops & Notebooks w/ 2nd Gen Intel Core i5. Order Now! % 1.58% , Client Tablet PC Save more on Client Tablet PCs Starting from $499. Order Today! % 1.16% , Client Product Tablets Special Deals on Product Tablet PCs.Starting from $499. Shop Today! % 1.41% , Client Black Friday Sale Save over $1200 on select Products w/ 2nd Gen Intel Core i7.shop Now % 2.50% , Client Black Friday Sale Product Laptops w/ 2nd Gen Intel Core i3, Starting from $484. Hurry % 2.04% , Client Black Friday Sale Save up to 45% on Select Laptops w/ 2nd Gen Intel Core i5. Shop Now % 2.48% , Client Black Friday Sale Shop Product Laptops w/ 2nd Gen Intel Core i5, Starting $ % 2.73% , Client Holiday Sale Save up to 15% more on Products w/ 2nd Gen Intel Core i7.shop Now % 1.67% , Client Holiday Savings Express S/H on select Products In time for the Holidays. Order now % 1.86% , Client Official Store Shop for Laptops & Notebooks w/ 2nd Gen Intel Core i5. Order Now! % 1.48% , Client Product Tablets Save more on Product Tablet PCs Starting from $499. Shop Today! % 1.30% , Client All in One Deals Save up to $700 on select Desktops w/ 2nd Gen Intel Core i7. Buy Now % 0.86% , Client Product Laptops w/ 2nd Gen Intel Core i7. Shop while you're on the move! m.client.com % 0.16% , Client All in One Deals Save up to $500 on select Desktops w/ 2nd Gen Intel Core i7. Buy Now % 1.01% , Client ThinkCentre Sale Shop ThinkCentre Desktops w/ Intel Core i7, Starting from $ % 0.43% , Client Holiday Deals Shop Client Laptops & Desktops w/ 2nd Gen Intel Core i7. Order Now % 0.55% , Client Holiday Deals Shop Client Laptops & Desktops w/ 2nd Gen Intel Core i7. Order Now % 0.40% ,

18 Ad Performance Report 1. Identify appropriate ad copy to analyze (account level, Campaign level, etc) 2. Remove ads with less then X impressions (to analyze a relevant sample) 3. Sort data by CTR, then by Conversion Rate 4. Create ad copy grid: Y axis = Conv. Rate, X axis = CTR Identify the top 10 to 20 ads (CTR) Identify the average, minimum, & maximum values for CTR and Conv. Rate Plot each ad in the appropriate quadrant 5. Analyze results 18

19 Ave. Conv Rate: 1.4% Ave. CTR: 5.5% Ad Copy Grid Ad Description line 1 Description line 2 Display URL CTR Conv. Rate 1 Client ProductType Laptops Shop for Laptops & Notebooks w/ 2nd Gen Intel Core i5. Order Now! % 1.58% 2 Client ProductType Tablets Special Deals on ProductType Tablet PCs.Starting from $499. Shop Today! % 1.41% 3 ProductType A1 Tablet - $249 Shop ProductType A1 Tablet w/ 7" ScreenSave $150. Order yours Today! % 1.44% 4 ProductType $229 Shop ProductType A1 Tablet PCs and Save $170. Order Today! % 1.87% 5 Lenovo Limited Time Offer ProductType A1 $199! w/ 16 GB H/D and Integrated Camera - Buy Now % 1.46% 6 Client Black Friday Sale Shop ProductType Laptops w/ 2nd Gen Intel Core i5, Starting $ % 2.73% 7 Client ProductType Tablets Special Deals on ProductType PC TabletsStarting from $499. Shop Today! % 1.69% 8 Client ProductType Sale ProductType Laptops w/ 2nd Gen Intel Core i3, Starting from $399. m.lenovo.com 2.23% 0.09% 9 Client ProductType Tablets Save more on ProductType Tablet PCs Starting from $499. Shop Today! % 1.33% 10 Client Holiday Sale ProductType Laptops w/ 2nd Gen Intel Core i3, Starting $495. Shop Now! % 1.75% 2.75% 1.53% 19

20 How will you benefit from the ad copy impact analysis? 1. Identify top converting ad copies (High CTR, High Conversion Rate). 2. Eliminate/Replace low performing ad copies (Low CTR, Low Conversion Rate). 3. Conduct planned tests on High CTR/Low Conversion Rate and Low CTR/High Conversion Rate ad copies. 20

21 Quality Score Analysis 21

22 Quality Score Analysis Macro Use the Quality Score Analysis macro to quickly and easily identify the quality scores for your keywords! 22

23 Quality Score Analysis Macro - Results 23

24 How Will You Benefit from the Quality Score Analysis? 1. Understand if your budget is being spent efficiently. 2. Track CPC reduction due to QS Improvement. 3. Measure progress every month (and analyze impact on efficiency). 24

25 How Powerful are these Audits? 25

26 The NetElixir Impact Average Revenue Growth (3 months) Average Spend Reduction (3 months) Average Revenue Growth (12 months) Average Spend Reduction (12 months) Managed by a Tier 1 Agency (Prior to NetElixir) 7% 19% 33% 22% Managed in-house (Prior to NetElixir) 11% 27% 57% 32% Source: All paid search clients managed by NetElixir since January

27 To request your complimentary copy of the Paid Search Audit Templates, me at 27

28 If you found today s session to be useful, help us share knowledge & tweet about this session: #NESEMAudit 28

29 Questions Please 29

30 Thank You! Join our LinkedIn Group: NetElixir University Access free SEM & SEO tools: Need help with your SEM/SEO campaigns? Contact Marinn Hersh x107 Udayan Bose Founder & CEO 30