profit through performance by jared schroder

LOCATION 3 MEDIA JARED SCHRODER - VICE PRESIDENT DATA INTELLIGENCE & MAR-TECH

LOCATION3 MEDIA PROFIT THROUGH PERFORMANCE

Integrated Digital Marketing

Agency

L3M PRO – Specializing in search

query based performance re-

optimization technologies

There are over 4.7 billion search queries every day.

Of these, 20 percent haven’t been seen by search engines in the last six months (if ever).

And 70 percent have no keywords that match exactly with search marketing campaigns.

Source: Google, 2012

Keywords are best guesses…

The truth lies beneath

THE FOUNDATION Keywords, Match Types,

Negatives, and Structure

All Bid Optimization Algorithms

are inherently limited by the

strength of this foundation.

IN THE WEEDS…

Data mining single queries, with

singular impact

Make meaning of hyper fragmented data Unearth subtle positives Slash profit sinking negatives

QUERY THEME ANALYSIS

Individually irrelevant…

Strength in numbers

Direction in

aggregation

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TAKING AIM AT THE POSITIVES

PORTFOLIO QUERY UNIVERSE ANALYSIS

(CPA Target * Conv. Totals) – Paid Cost

(Total Revenue / ROAS Target) – Paid Cost

P&L

SUBTHEMES WITHIN THEMES

Theme – “Community”

Example - Exact Match is 3.12 times more

effective at converting Impressions into

Actions than Phrase & Broad

Theme – “Community”

CTR * Conv. Rate * Base Imp.

Performance

Indicator

BEWARE OF CANNIBALS

LOCATION3 / A GOOGLE PARTNER

CHANGING THE LENS

LONG TAIL CONVERTERS

UNDER THE MICROSCOPE

Efficiency of converting query

impressions

QUERY UNIVERSE CLEAN UP

MINING FOR LOSS LEADERS

Themes intertwine. Remove high conversion

volume themes from your analysis.

The cream of the crop will rise to the top.

Cost focus for efficiency

MINING FOR QUALITY SCORE KILLERS

Two sides of the coin

Impression focus for quality

Source: Jay Baer, Convince and Convert

Brand Pollution

Misspellings

Relevance & Intent

Geographic Complexity

COMPLICATING FACTORS

GEOGRAPHIC COMPLEXITY

PROXIMITY = PERFORMANCE

TAKING ONE GIANT LEAP ACROSS CHANNELS

BREAKING THE ORGANIC BARRIER

ANALYZING IMPRESSION VARIANCE

ACROSS ORGANIC & PAID

Qualifying opportunity with feasibility

PERFORMANCE. ELEVATED.

Isolate & Frame the positives

Themes within themes

Eye the Cannibals

The Negative Lens

Segment out Complexity & Pollution

END THE GUESSING GAME

LOCATION3

Jared Schroder VP Data Intelligence & Mar-Tech Location3 Media Inc. P: 720-881-8526 E: jschroder@location3.com