crafting campaigns that work

BRIGHT IDEASSTART HERE.

2015 SUMMIT MONTREAL | JULY 29+30

Crafting Campaigns That Work


©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit

MEET THE SPEAKERS

John LeeManaging Partner,

Clix Marketing

Lee GoldbergCo-Founder and

President, Vector Media



Crafting Campaigns that Work

Lee GoldbergPresident, Vector Media Group



Some basics about campaign structure

Bid management, algorithms, and all of the cool things we’ve heard about so far mean nothing if you have the wrong campaign structure

“Traditional” ways of breaking out campaigns no longer works Greedy Pig Situation

Differences between platforms

Device Targeting

Granularity used to be scary… It doesn’t need to be any more



The Traditional Model

Image courtesy of Eric Couch, from Bing



The Typical Problem

Image courtesy of Eric Couch, from Bing

Greedy!



Controlling for “Greedy Pigs”

Split campaigns out by match type – Broad (or BMM), Phrase, and Exact

Limit each ad group to 10-12 very, very closely related keywords

Move the “high movers” into their own campaigns

Review, adjust, adjust…. And keep adjusting

Don’t be afraid of a lot of little campaigns – Acquisio makes this easy to manage!



Getting Strategic About Account Structure

Label and name your campaigns strategically Geo | Theme – (B); Geo | Theme – (P), etc.

Breaking out by geo still makes sense… If it makes sense for your business goals

You CAN still split out for mobile, even on Google Really low desktop bids with really high mobile multipliers

Segmentation for adCenter still works

The “SKAG-C” – Don’t be afraid



Keep Your Campaigns Pure

Add phrase match KWs to broad campaigns as phrase match negatives

Add exact match KWs to phrase match campaigns as exact match negatives

Use broad match campaign for new KW idea generation – And then add in appropriate search queries to P/E campaigns



Some Final Points

Group by performance – CPC/CPA/ROAS, but keep 2:1 ratio in mind (BBM benefit!)

Group by Quality Score – Will multiply campaigns, but that’s OK!

Group by stage of the buying cycle

Use Acquisio Campaign Groupings to manage all of the campaigns



Some Potential Structure Examples



Thank You

Lee GoldbergCo-Founder and PresidentVector Media Group

@VectorLeewww.VectorMediaGroup.com



Craft Campaigns that Work: Preparing for Success


©2015 All rights reserved 14ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit @john_a_lee

• Managing Partner – Clix Marketing

• Digital Advertising Geek • Emphasis on “Geek”

• Prior Sentences Served:• Hanapin Marketing • Wordstream

• Writer: • Search Engine Watch, ClickZ, Clix Marketing

Blog, The SEM Post, Acquisio Blog, PPC Hero

• Speaker:• SMX, SMX Social, SES / ClickZ Live, HeroConf,

State of Search, Acquisio User Summit



“By failing to prepare, you are preparing to fail.”

- Benjamin Franklin



“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

- Abraham Lincoln



Research Plan Construct



Audience

Industry

Competition

TargetingGoals & Expectations

Research Craft Campaigns that Work: Planning for Success



Audience & PersonasWho?

What?

Where?

How?

Why?



Industry / VerticalWhat is unique about the industry?

Are there unique opportunities for the industry?

Are there restrictions or potential legal / editorial ramifications?

Ask Google or Bing (or Whoever) Directly!



CompetitionWho are the competitors?

What channels? Keywords? Targeting?

What are they doing with their ads?

How does your business or client stack up?



Targeting



Goals & Expectations

Money (Budget, Fees)

Goals vs. KPIs

Timeline & Deliverables



Plan Craft Campaigns that Work: Planning for Success

Secure Accounts

Channels & Features

Connect to Tools & Platforms

Automation Needs

Tracking Installation

Reporting

Budget Allocation Creative Assets

Ad & Landing Page Test Schedule

Campaign Structure



Construct Craft Campaigns that Work: Planning for Success

TOOLS!

WORK IN BULK!

EFFICIENCY!



Tools



Bulk



Efficiency



Thank you!Questions? @john_a_lee [email protected]



Thank you! Questions?

crafting campaigns that work

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