webinar0415 final-candidate [read-only] ppc - presentation...aggressive content expansion • find...
TRANSCRIPT
Advanced PPC
Frank Coyle & Joe Weller
April 15th, 2009
About Point It!
• Seattle-based Search
Engine Marketing Firm
• Incorporated April 2002• Incorporated April 2002
• SEO & PPC
Point It Seminars
• Logistics
– This webinar will be recorded. Look out for an
email with link by end of week.
– Ask questions via the Question tool– Ask questions via the Question tool
• Heads up
– Point It SEM seminars beginning late May
– PPC, SEO, Landing page optimization
– Lookout for notice in May
Advanced PPC
Expansion
Conversion
Measurement
&
Improvement
Agenda
• Expanding keywords and search networks
• Plugging the leaks in the Sales Funnel
• Segmenting your results to improve
performanceperformance
• Keyword performance management
• What’s with the Google Quality Score?
Search Based Keyword Tool
Search Based Keyword Tool
Search Based Keyword Tool
Advanced Search
Google Insights for Search
Aggressive Content Expansion
• Find successful
content pages
• Test Image ads to
achieve more volumeachieve more volume
• Display ad builder
• Bid 3x to own entire
sponsored links box
• Look at it as a test
• Measure results and
decide if worth
continuing
Nov-Jan Spend Conversions CPA
Content Network $10,185 295 $34.56
Converting sites $1,851 295
Non-performing sites $8,392 0
Content Network Results
• 82% of cost yields zero conversions• 82% of cost yields zero conversions
• Site exclusion not being used
• Break out and track the content network performance separately
Performance Measurement Tip
• Tip: Report to senior management the cost
savings of excluding sites (as well as
improvements to traffic quality) on a
monthly/quarterly/annual basismonthly/quarterly/annual basis
Search Partner Expansion
Cannot bid separately on Search partners, always tied to Google Search
Expanding Search Partners
• Search partners data is aggregated
• No way of knowing which search partner is profitable
• Should you go direct to the partners?
• Use Google Analytics to dig deeper
Search Partner Performance
Example Domain Parking Site
Ensure High Quality
• Can block domain parking sites on Content
AND ON SEARCH NETWORK
Expansion Summary
• New Search based Keyword tool
• Google Insights for deeper searches
• Analyze the search partners before going
directdirect
Sales Funnel
Qualified
Unqualified
Sales
Hot
Tracking Performance with GA
• It’s not the LP it’s the Funnel that matters
• Set up goals in GA to create the sales funnel
• Finding where the process is broken
Google Analytics Funnel
Leak
Leak
Leak
Plug the Page Leaks in the Funnel
• Form field drop off
• Measuring what is clicked on & Analyzing user
interaction with site
– Google Analytics Site Overlay– Google Analytics Site Overlay
– Crazyegg.com
– Clicktale.com
Form Field Drop Off
High High
drop-off
at email
address
field
CrazyEgg.com
170 clicks RSS NewsFeed
Links
170 clicks RSS NewsFeed
ClickTale
• Watch movies of
website visitor actions
– Keystrokes, mouse
actions, etc.actions, etc.
• Heatmaps
– How far do users scroll
down
– What part of pages do
they skip
• Form analytics
Sales Funnel Summary
• Plug the leaks
• Find the form drop off points
• Track visitor movements
Segmentation
Get some Focus
Source
Google, Yahoo, MSN, Ask.com, Direct, Other
Medium of Visitors
PPC, Organic, Referral
Site Behavior
# of pages viewed, site search, new vs. returning, time of day, geography
Purchase Behavior
Purchasers Non-Purchasers
Google, Yahoo, MSN, Ask.com, Direct, Other
Segmentation
Segmentation
• Segments: Quick Buyers, Slow Buyers, Average Buyers
• Behavioral Differences:– # of pages viewed: Average PPC buyers view 25 pages; spend 15
minutes on site, over 3x the site average (All Visitors)
– Site Search behavior: slow & Average PPC buyers use site search over 2x the site average (All Visitors)over 2x the site average (All Visitors)
– New vs. Returning: No new quick PPC buyers, slow PPC buyers are 80% return visitors, average ppc buyers are 60% returning visitors
– Time of Day: Time of purchase for 3 segments very similar: Sales Peak at 1pm for Quick buyers, 2pm for Average buyers, & 3pm for Slow buyers
– Geography: Buyers in 3 segments are evenly distributed throughout US
Keyword Performance Management
Save $$$ Immediately
1. Must be tracking conversions
– Lead capture, downloads, sales
2. Conversion analysis
3. Match type analysis
Conversion Analysis
• Find the top converting KWs
– 5% vs. 95%
– What to do about the 5% ?
– What to do about the 95% ?– What to do about the 95% ?
Top 10 Converting KWs
Keywords Conversions CPA
Computer Camp 390 $7.10
Cybercamp 366 $1.60
Cybercamps 328 $1.53
Top 6 KWs = 50% of conversions
Cybercamps 328 $1.53
Summer camp 274 $92.07
Technology camp 273 $12.34
Summer computer camp 178 $5.50
Computer camps 97 $12.78
Camp 71 $128.71
Tagged.com (Content network) 66 $132.68
Summer computer camps 59 $13.84
5 vs. 95
• Break the top 5% into separate LPs
– Of the top 5, there’s likely one that’s above all
others
• For the remaining 95%:• For the remaining 95%:
– Look at the bid prices and positions
– It could be the LP, not the KW/ads
– Perform the analysis before pausing
Nov-Jan # of KWs Cost Conversions CPA
Exact 8 $2,869 204 $14.00
Phrase 17 $704 56 $12.58
Broad 2,561 $31,724 849 $37.30
Total 2,586
Match Type Analysis
• Excessive use of broad terms
• Few campaign or ad group negative terms being used
• Examine broad searches to find popular search terms
• CPA out of control
Measuring Effect of Adding Negatives
• For a B2B Technology client, we noticed a
poor performing keyword (incident reporting
broad match)
• Previous 30 day period ($700 in cost, 4 • Previous 30 day period ($700 in cost, 4
conversions, $174 CPA)
• Used GA Raw Query Report to identify
negatives
GA Report to Add Negatives
OK
•Added
campaign
negatives using
this report
•Result following OK
OK
OK
OK
OK
•Result following
month: $165 in
Cost, $33 CPA &
5 conversions
•81% drop in
CPA
Quality Score
Quality Score Components
Heard at Google:
•CTR is most important
•About the interplay between these
three elements
•Performance (CTR) drives the •Performance (CTR) drives the
score, so
•Landing Page Content is NOT a
factor in Quality Score
•Keyword Matching Ad Text is
NOT a factor
Quality Score Benchmarking
Track
aggregate
changes in
Acct QS
over time
Track # of
keywords keywords
by QS
over time
QS
Indicator
Metric
Monitor
these
impressions
Summary
• Expand your KWs with the new Google tool
• Increase sales when you plug the sales funnel
• Gaining further insights with segmentation
• Cost savings with KW performance • Cost savings with KW performance
management
• QS is all about CTR
Point It Seminars
• Point It SEM seminars beginning mid-May
– PPC
– SEO
– Landing page optimization– Landing page optimization
– Point It Offices
– Evening sessions
– Lookout for notice in May
Survey Idea
• Avinash Kaushik, Analytics Evangelist @ Google
• 4 key questions:– How satisfied are my visitors?
– What are my visitors at my website to do?
– Are they completing what they set out to do?– Are they completing what they set out to do?
– If not, why not?
– If yes, what did they like best about the online experience?
• http://4q.iperceptions.com/
• Also: http://www.kaushik.net/avinash/