PPC TUNE UP CLINIC. Beginner Track. Presented By Brian Jones. Senior Manager, Advertising Performance, Dealer.com

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1 PPC TUNE UP CLINIC Beginner Track Presented By Brian Jones Senior Manager, Advertising Performance, Dealer.com

2 Bio 14 + yrs in digital marketing 10 yrs in search marketing Variety of industries & business sizes Find me at: Conversions CPL ROAS ROI

3 Quick vote How many of you are beginners? How many of you are intermediate? How many of you are advanced?

4 How to tune up your PPC advertising Account Structure Landing Pages Search Query Reports Organic Search On-Site Search Bidding Strategies Ad Management

5 Account Structure

6 Account structure Largest impact on account performance Impacts all other components

7 Campaigns The campaign is the foundation of your success Do not confuse campaigns with ad groups

8 Ad groups Ad groups create relevancy 5 10 keywords per ad group 2 3 ads per ad group Keywords Ads Did you really exhaust all keywords? What is the USP? What is the call-to-action? What are your competitors using?

9 3 tips when developing account structure Tip #1: Do not rush campaign set up Costly & time-consuming to restructure Tip #2: Understand the function of campaigns vs. ad groups Each have unique capabilities Tip #3: What does the consumer see on the SERP? Keyword or ad? Spend appropriate amount of time on each

10 Landing Pages

11 Does your landing page strategy look like this? Ad Ad Ad Landing Page Ad

12 Or more like this? Ad Landing Page Ad Landing Page Ad Landing Page Ad Landing Page

13 Results Question: How do you measure PPC success?

14 Is it this? Question: How do you measure PPC success? Impressions Clicks CTR

15 Or is it this? Question: How do you measure PPC success? Conversions CPL ROAS ROI

16 Search Query Reports

17 Quick vote Do you mine your search query report? What is a search query report? I tried but it was too difficult and confusing Every few months Weekly

18 Keywords vs. search queries

19 How Can Search Query Data (SQD) Help You? Increase click thru rate Increase conversion rates Increase quality score Lower CPA

20 Search query evolution Search engine evolution User evolution

21 One billion searches on Google every day; and 16% of these queries have never been seen before

22 How to prioritize search query reports Sort by impressions and/or clicks Sort by conversions and CPA Add new targeted keywords Add keywords to exclude

23 Negative management Warning before adding negatives Does SQ drive conversions? No Should it convert? Yes Why

24 Ad Management

25 Ad testing Creating Ad Copy 1. Choose the element of the ad you want to test (headline, CTA, etc.) All other elements of the ads will remain identical. Toyota of Boston Shop Our Huge Toyota Inventory Online & Save with our epricing. Toyota of Boston Shop Our Huge Toyota Inventory Online View Current Specials.

26 How does ad copy testing work? Ad Rotation 2. Set ads to rotate evenly in AdWords By default, AdWords will optimize your ads for clicks and start showing ads with a better CTR more often. For ad copy testing, we need ads to rotate evenly so that we have even sample sizes for our test.

27 How does ad copy testing work? Measuring Results 3. Run ads for 3 4 weeks so the sample size can be large enough to establish statistical significance. Free online calculators help determine the winner. EXAMPLE: SplitTester.com

28 How does ad copy testing work? Next Steps 4. Once the winner has been determined, the losing ad can be edited to continue testing Toyota of Boston Shop Our Huge Toyota Inventory Online & Save with our epricing. WINNER Toyota of Boston Shop Our Huge Toyota Inventory Online & Save with our epricing. Toyota of Boston Shop Our Huge Toyota Inventory Online & View Current Specials. LOSER Toyota of Boston Shop Our Huge Toyota Inventory Online & View Lease Specials.

29 Audience quiz Which ad has a higher CTR? Ads Toyota Bay Area Huge Toyota Boardwalk Your SF Bay Area Toyota Dealership Toyota Dealer Bay Area Huge Toyota Boardwalk Your SF Bay Area Toyota Dealership

30 Audience quiz Which ad has a higher CTR? Ads Clicks Impressions CTR Toyota Bay Area Huge Toyota Boardwalk Your SF Bay Area Toyota Dealership Toyota Dealer Bay Area Huge Toyota Boardwalk Your SF Bay Area Toyota Dealership , % 118 1, %

31 Audience quiz Which ad has a higher CTR? Ads Toyota Atlanta Your Atlanta Toyota Dealership Shop Us & Get Your Toyota eprice Toyota Atlanta, GA Your Atlanta Toyota Dealership Shop Us & Get Your Toyota eprice

32 Audience quiz Which ad has a higher CTR? Ads Toyota Atlanta Your Atlanta Toyota Dealership Shop Us & Get Your Toyota eprice Toyota Atlanta, GA Your Atlanta Toyota Dealership Shop Us & Get Your Toyota eprice Clicks Impressions CTR 168 1, % 118 1, %

33 Audience quiz Which ad has a higher CTR? Ads Ford Lease Specials Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. Ford Lease Deals Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon.

34 Audience quiz Which ad has a higher CTR? Ads Clicks Impressions CTR Ford Lease Specials Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon. Ford Lease Deals Shop Our Ford Lease Deals Online. Hurry, Great Ford Leases End Soon % %

35 Organic Search

36

37 Focus on the most important terms first Search queries that are generating significant traffic to your website Search queries that are generating sales and revenue Search queries that drive sales for high-margin products

38 On-Site Search

39

40 From these reports you can see How many of your visitors use the search function The search terms your visitors use How your visitors engaged with your site as a result of their searches

41 How to prioritize on-site search query reports Total number of searches Time on site Average pages per visitor Conversions

42 Bidding Strategies

43 How important is bidding? It ain t last on my list by accident! If you do everything correct bidding becomes MUCH less critical Bidding is important for accounts that are: Poorly organized and managed Very mature large accounts with significant data

44 ROI Relevancy Cost Per Click Quality Score Position

45 Different bidding strategies When developing bidding strategies consider the following Brand vs. non-brand Cost per lead vs. ROAS vs. ROI Attribution models Phone calls Core business vs. outliers Keyword intent

46 Thank Linkedin.com/in/brianallenjones

Search Marketing. Dealer Days 2013. Presented By Andrew Polhemus. SEM Team Lead, Dealer.com. Dealer Days at Google HQ October 4, 2012

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