Reaching Peak PPC Performance

Whipping Existing Accounts into Shape.

Jeff Allen Talking About Quality Score?

I feel a little like Bill Murray telling Bugs Bunny how to dunk in front of MJ right now.

#BradBoosJeff

Clear Your Blinders

The Best Practices Spiral

Good Creative Stuff Happening

Good Boring Stuff Happening

Best Practices Line

Newbie2-3 years in PPC

Geo-Targets

Cost to Conversion Threshold

Blast that Fat, Fast!

Pause keywords that over the past year have:• 0 conversions & spent >4x CPA goal• 1 conv. & spent >3x goal• 2 conv. & spent >2.5x goal• 3 conv. & spent >2x goal • 4 conv. & spent >1.5x goal

Cut $20k of wasted spend in 15 minutes.

Shared Library Utilization

Conclude Ad Tests

If ad tests have reached statistical significance, conclude them! Run the best ad until you get to ad writing again.

Quality Score+

QS… a.k.a Get My Comeuppance

QS Analysis Pre-break Out

Keywords Per Ad Group

Strategy:

Break out top 25 keywords by impressions into ad groups with only 1 keyword.

QS Analysis Post-break Out

No 1-2 QS

3x QS 10

7-days later

CIA Was

Here

Conversions Pre/Post-break Out

30-day periods pre/post-break out

#CPLisforSissies

Here’s Where the “+” Comes in

Exact Match Ad Group Phrase Match Ad Group

Winner in the exact match ad group has a CTR that is 50% lower than the winner in the phrase match ad group.

Here’s Where the “+” Comes in

Exact Match Ad Group Exact Match/Diff Order Ad Group

Winner in exact match but different order ad group is 3 full percentage points higher!

Impact on Conversions

432 extra conversions just by having the right ad in front of the right person.

Thank You!Jeff AllenAccount DirectorHanapin Marketing@JeffAllenUT