10 ppc hacks, tips and tricks to optimize your time by kim thomas

#SMX #24C1 @PPCkimpossible

“Efficiency is Intelligent Laziness.”

10 PPC Hacks, Tips, & Tricks to Optimize

Your Time

Kim Thomas Director of Digital Advertising,

Wheelhouse Search


•  Data-‐Driven Tasks Core of Paid Search Management

•  Repetitive Tedium in Day-‐to-‐Day

•  Use 10 Tips & Tricks to Optimize Your Time

PPC Life Advice…

•  15 Min. Saved/Day = 5 Hours/Month


New Tools for Keyword Research & Expansion

Tip #1: E x p a n d


•  Rise of Voice Search •  Siri, Cortana (Windows 10 Desktop)

Tip #1: Expand So Many Keywords, So Little Time

•  Try Answer The Public (answerthepublic.com) •  Search Query Data Visualization Tool •  Google’s Autocomplete •  Questions, Prepositions, Alphabetical List of Queries •  Download Visuals or .CSV

•  Do Not Ignore


Type in Query Visuals or .CSV

Tip #1: Expand


Prepositions: For, Like, Without, With, Versus, To, Near

Tip #1: Expand


Question Modifiers: Which, Who, What, Where, When, Why, How, Are

Tip #1: Expand


Stay Up To Date On Your Brand

Tip #2: Be Aware


•  Use Google Alerts To Be Notified About Your Brand

Tip #2: Be Aware

•  Deliver to Email Address or RSS Feed

•  Mentions of Your Company, Product and/or Services

•  Blogs, News, Web, Finance, Video, Books, Discussion


Compare Yourself to Other Brands, Ads, & Offers

Tip #3: Be Competitive


•  Compare Your Brand to Others

Tip #3: Be Competitive You Can’t Compete Where You Don’t Compare

•  Use Moat for Competitive Display Ad Comparison (moat.com) •  Free Tool w/ Paid Upgrades

•  Comparable Offers & Ads

•  Image Size, Time, Page Last Seen On, Share Ad, & More


Improve Your Lead Quality

Tip #4: Improve


•  Constantly Chase More Leads at Cheaper Price

Tip #4: Improve

•  Improve Lead Quality •  Optimize Further Down the

Funnel for Opportunity Creation

a) Import CRM Data into Bidding Platform b) Import Rev. Values from Sales for Opp. Creation & Opp. Closed Create Weighted Rev. Formula for ROAS Opt.


Repurpose Your Digital Advertising Audiences

Tip #5: Repurpose


•  Take Advantage of Targeting from Display & Social Campaigns

Tip #5: Repurpose

•  Repurpose Traffic from Other Digital Advertising Channels for Remarketing/RLSA

•  Create Audiences by Source, Destination URL, etc.


Labels, Comments, Annotations, & Bids

Tip #6: Organize


1) Utilize AdWords Labels*, AdWords Comments*, & Google Analytics Annotations

Tip #6: Organize

•  AdWords Labels: Organization & Reporting

*Available at Campaign, Ad Group, Keyword, & Ad Copy Levels

•  AdWords Comments: Insight into Account Changes


•  Google Analytics Annotations: Record Major Changes & Updates •  Historical Context & Continuity in Account Transitions

Tip #6: Organize


2) Modify “Cents” Bids Based on Performance to Quickly Determine Change History of Keyword

Tip #6: Organize

•  Ex. Bids Ending in $_.11 or $_.33 = Bidding Down Due to Low Performance

*Available at Campaign, Ad Group, Keyword, & Ad Copy Levels

•  Ex. Bids Ending in $_._0 = Bidding Up Due to High Performance •  Only Works for Manual Bidding

•  Performance Over Processes – Don’t Use Method if Account Sensitive to Bid Changes & Would Neg. Impact Performance


Custom Columns

Tip #7: Customize


•  Create Custom Columns in AdWords Editor

Tip #7: Customize

•  Columns > Modify Columns > Custom Columns

•  +Custom


•  Create Column Name & Description

Tip #7: Customize

•  Select Metrics & Create Formula •  Select Segments (Network,

Device, Top vs. Other, +1 Annotations, Conversions)

•  Ex. Metrics by Device, Google Search vs. Search Partners, Metrics by Conv. Type

•  Note: Allows You to Customize the Performance Summary Graph


I Do Not Mean Excel

Tip #8: Automate


•  Automate to Cut Down on Time

Tip #8: Automate

•  Automate Rules •  Ad Scheduling •  AdWords Editor Quick Reference •  Help > Shortcuts or Ctrl+?

•  Scripts •  Google Developers AdWords Scripts •  FreeAdWordsScripts.com (Russell

Savage)

Ctrl+Shift+C : Copy campaign or ad group shellCtrl+Shift+K : Copy keyword text or placement URLCtrl+Shift+R : Revert selection to last downloaded state

Ctrl+H : Replace text in selected itemsCtrl+Shift+H : Append text to selected itemsCtrl+Alt+H : Change capitalization of selected items

Ctrl+B : Change bids of selected itemsCtrl+U : Change URLs of selected itemsCtrl+P : Post changes to this accountCtrl+K : Check unposted changes for this account

Ctrl+Shift+B : Make multiple changesCtrl+Shift+I : Import from text

Ctrl+[ : Accept proposed changesCtrl+] : Reject proposed changes

Ctrl+Shift+V : Paste copied items into selected containersCtrl+Shift+A : Activate selected itemsCtrl+Shift+P : Pause selected items

Ctrl+F : SearchCtrl+R : Refresh filtersCtrl+L : Clear filters

Shortcuts


Better Than Find & Replace…

Tip #9: Be Efficient


1)  Formula Works in AdWords Editor Using the “Find & Replace” Tool (Ctrl+h)


•  Similar to =SUBSTITUTE Feature in Excel

•  Does Not Work w/ “Append” Tool •  Find & Replace w/ Bracketed Terms

•  Spaces Auto-‐Adjust to %20 in Final URLs

Find & Replace With…

[account] Account Name

[campaign] Campaign Name

[adgroup] Ad Group Name

[keyword] Keyword Text

[headline] Ad Headline

[description1] Ad Description Line 1

[description2] Ad Description Line 2

[displayurl] Display URL Text

[finalurl] Final URL Text

[field] Original Text Of Field You're Changing


Ex. 1: Geo-‐Modify Keywords


Ad Group – Small Business

Add Cities As KWs seattle bellevue

Append KWs w/ Placeholder (w/ Space) adgroup seattle adgroup bellevue

Find Placeholder & Replace w/ [adgroup] [adgroup] seattle [adgroup] bellevue

Render as Ad Group + Keyword small business seattle small business bellevue


Ex. 2: Manually Tag URLs


Campaign – Small Business

Find Placeholders & Replace w/ [keyword]

& [campaign]

www.example.com/?utm_source=google&utm_medium=cpc&utm_term=[keyword]&utm_campaign=[campaign]

URL Will Render As:

www.example.com/?utm_source=google&utm_medium=cpc&utm_term=small%20business%20kirkland&utm_campaign=Small%20Business

Add URL w/ Placeholders

www.example.com/?utm_source=google&utm_medium=cpc&utm_term=keywordex&utm_campaign=campaignex


1)  Combine Use of UI’s & Desktop Editors


Add Sitelinks or Geo-‐Targeting to Single Campaign in UI

Download Account in Editor Copy Sitelinks or Geo-‐Targeting Multi-‐Select Campaigns Paste


Tip #10: Share


•  Utilize Shared Features to Cut Down on Management & Admin

Tip #10: Share

•  Shared Campaign Negative Keywords •  Shared Campaign Placement Exclusions •  Shared Bid Strategies •  Shared Budgets •  Shared Sitelinks •  Note: Limited Availability in AWE


SEE YOU AT THE NEXT #SMX!

THANK YOU!

10 ppc hacks, tips and tricks to optimize your time by kim thomas

Marketing