what would beyoncé do? - point it · #ppc #wwbd @maddiemarketer @point_it. about the presenter ....

#PPC #WWBD @MaddieMarketer @Point_It

What Would Beyoncé Do?Fierce PPC Tactics to Make Your Account a Superstar

Maddie Cary | Point It Digital MarketingSenior Client Manager

01.20.2016

#PPC #WWBD @MaddieMarketer @Point_It2

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About Point It

3

World-Class Clients

Our Services

#PPC #WWBD @MaddieMarketer @Point_It#PPC #WWBD @MaddieMarketer @Point_It

Tweeting along?

4

#PPC #WWBD@MaddieMarketer @Point_It


About the presenter

5

Maddie CarySenior Client Manager

About Presenter

Maddie has been part of the Point It team for nearly 5 years. She currently is the Global SEM Program Lead for Point It’s largest client, leading a team comprised of 20 account managers, 30 client contacts, and 60 markets.

This last year was very exciting & humbling for Maddie, during which she won the US Search Award for “Young Search Professional”, as well as spoke at SMX West, SMX East, Janes of Digital, & PubConVegas. She also was featured on SearchEngineLand’s list of “4 Super Smart Rising Stars in PPC", as well as was listed #1 on PPC Hero's "Top Rising Stars in PPC“.

Outside of paid search, her biggest obsessions are desserts, puppies, and of course (Queen) Beyoncé.


Agenda

Drunk In Love with PPCBest New PPC Features of 20151 Your PPC? ***FLAWLESS

Signs You Have A Top-Notch PPC Agency or Team

4

If You Like it Then You Should Have Put a Bid On ItBidding Strategies You Should Test

2 I’m a SurvivorBouncing Back From PPC Performance Drops in Beyoncé Style

5

Say My Name, Say My NameBranded PPC Strategy Tips3 Q&A6


Drunk In Love with PPC

Best New PPC Features of 2015


Upgraded URLs

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• Destination URLS became Final URLs on July 1st 2015

• Ads keep performance data • If changes aren’t made to tracking

template, ads aren’t sent back for review

Partner, let me upgrade you

SASHA FIERCE TIP: Don’t let Final URLs be the BEST

THING YOU NEVER HAD. AdWords Editor still shows the Destination

URL field, so it’s easy to miss updating your Final URL field when

building or updating ads.


AdWords Editor 11

9

• Redesigned interface • New features support for

• Labels • Call-only Ads• Upgraded URLs

More bulk edit/multi-select options

New navigation & advanced search not

as intuitive to use

CON

PRO

HAPPY BEY

SAD BEY


RLSA – Google Analytics Audiences

10

• No longer limited by the AdWords tag! Now can also use GA audiences

• Not all GA data available to use due to privacy policies

• Limitations for GDN dimensions and specific language & tech dimensions

CON

PRO

SASHA FIERCE TIP: CRAZY IN LOVE with RLSA?

Get the most out of it by creating new campaigns, target generic

keywords, write new ads, and bid up on narrowed down, valuable

audience by using target & bid

Where my audience data at?


Automated Shopping Extensions

11

• New extensions displayed alongside PLAs at no additional cost

• Automatically show free shipping & price-drop information

• Promotional text retired end of Sept. 2015

SASHA FIERCE TIP: GOTTA BIG EGO?

Want to highlight other offers? Utilize other Shopping extensions like Merchant promotions, Product

Ratings, & Trusted Stores certification

Tell me, what you think about me?

I buy my own diamonds & I buy my own rings


If You Like It Then You Should Have Put a Bid On It!

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Bidding Strategies You Should Test


Flexible Bid Strategies

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Maximize Clicks

Target Search Page Location

Target Outranking

Share

$

Target CPA & ROAS

Enhanced CPC

AdWords offers multiple automated, algorithmic bidding strategies, found in the Shared Library – and you should be testing them!


Target ROAS

Case Study

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• Gaming industry client • One of the first to test strategy • Aim to maximize conversion

value to hit goal ROAS target • Bids changed based on

predicted performance ads

ROAS up +47 pointsRevenue up +8%


Target Outranking Share

Case Study

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• Consumer electronics client

• Set goal percentage of target outranking share relative to main competitors in last 3 months

• Focus was to start outranking competitors following up toBlack Friday

Top of Page increased +5%

Avg. Position improved +13%

Better position in 100% of searches

on Black Friday

+3% profit increase

Yeah, that’s right. WHAT’S UP


Multi-Strategy Flexible Bids

Case Study

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• eCommerce client • Used multi-strategy approach:

• Target Search Page Location to drive promos

• Maximize Clicks to boost brand value keywords

• Target CPA to maximize orders on last-click conversion keywords

Reduced CPA by 4%

+65% increase in conversions

Some call it arrogant, I call it confident


Flexible Bid Strategies Need Time to Learn

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SASHA FIERCE TIP: Check Your Flexible Bid Strategy

Status in the Shared Library to see if it is Learning or Limited

Learning• Change made to the strategy & AdWords is gathering

performance data in order to optimize bids• WHY: New Strategy? Budget Changed? Setting Changes?

Added/removed from the strategy?

Limited• Strategy needs to be edited in order to start optimizing bids• WHY: Max Bid Limits? Not Enough Data? Low Spend? Budget

Constrained? Low QS?


Say My Name, Say My Name

Branded PPC Strategy Tips


Branded PPC – Biggest Challenges

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Testing & Innovating (Having Fun!)

Protecting the Brand(Favoring Brand Voice over

Best PPC Practices)


Protect Your Brand

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• Discuss ad messaging guidelines beforelaunching new ads

• Consider your brand voice• What’s the appropriate CTA?• Be realistic about what can fit in the limitation

of 95 characters

• Brand protection isn’t only done with ad copy• Avoid being generic in your landing experience

– searchers notice and bounce off!• Drop searchers on most relative page you can

• Multiple accounts and/or campaigns? • Set up regular auditing for consistency• Align with other internal teams’ bidding


Prioritize Value Props

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• Brands have to work hard to compete & stand out in PPC!

• What are you value props?• What are your competitors doing?• What is your audience looking for?

• Back up the argument to test best practice PPC over brand messaging with data!


Manage Your Competition

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• Use Auction Insights• Seriously, it better be your best friend

• Label & Regularly Monitor Top Keywords• Keep an eye on your high-converting,

lower-funnel keywords• That’s where a surprise competitor can

go from a small slip in performance to a big loss

SASHA FIERCE TIP: Set Up a QS tracker! Implement

QS Tracker AdWords ScriptGenerate graphs to monitor

historical QS


Your PPC?***FLAWLESS

Signs You Have A Top-Notch PPC Agency/Team


Your PPC team should measure RESULTS

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• Asks about specific goals• What is your target CPA?• Do you have monthly, quarterly, yearly goals?• How were those goals set?

• Delivers consistent & transparent reporting• Doesn’t lump all campaigns together• Clear segmentation of campaigns & categories• Includes all relevant metrics

RED FLAGS: • Are you able to access your raw data?• Do your reports only include positive results

and no negative results?• Are certain metrics hidden or deleted out of

reports?

#RESULTS


Your PPC team should value KNOWLEDGE SHARING

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• Keep your account updated• Implementing applicable new features• Ensuring best PPC practices set up• Looks for opportunities to change areas in

order to improve performance• Shares new ideas & new learnings

• Talks about the good & the bad performance• Excited about learning, innovating,

testing, & growth

RED FLAGS: • Do you go months without hearing about

new PPC updates & features?• Do they shy away from discussing

performance decreases or fluctuations?• Are they genuinely excited about learning?

I got beauty, I got heartKeep my

heads in them books,

I’m SMART


Your PPC team should consistently COMMUNICATE

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• Quick to communicate & collaborate• Regular calls & check-ins• Proactive with ideas & initiatives• Discusses tactics and revisits with you to ensure

they align with your goals• Doesn’t just say yes to everything

• Challenges things if they don’t think it’ll drive performance or if it will hurt performance

• Partners with you and discusses in detail to come to the best solution

RED FLAGS: • Do they miss calls, meetings, emails often?• Are they proactive & detail oriented in their

communication style?• Do you often have the be the first to take the

initiative when working with them?

I KNOW IT’S CRAZY

We’re like, SO successful!


I’M ASURVIVOR

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Bouncing Back From PPC Performance Drops in Beyoncé Style


Identify the Problem

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First: Where did the drop in performance happen?


Assess Competitive Impacts

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SASHA FIERCE TIP: Use Auction Insights Script!

WHERE MY COMPETITORS AT?

SASHA FIERCE TIP: Use Auction Insights Script!

BrainLabs Auction Insights Script can set up & run easily in a Google Doc to review your

Auction trends over time with visual graphs


Allow for Flexibility

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• Set KPIs per campaign category

• Set thresholds to determine when it may be time to pivot your bidding strategy

• Give yourself room to test, but set guardrails to keep things in check

Yes, that is human-beingBeyoncé doing that. IN HEELS


Bounce Back in Beyoncé Style

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The great thing about PPC? You can make changes nearly instantaneously and bounce back!

• Be proactive • Learn from your mistakes• Remember you are human • Share your wisdom with the SEM

community


Q&A

Time for questions!


QUEEN BEY

ALL HAIL


Thank You!Reach out on Twitter @point_it // @MaddieMarketerCheck out our webinar toolbox blog post!

Learn More at www.pointit.com

what would beyoncé do? - point it · #ppc #wwbd @maddiemarketer @point_it. about the presenter ....

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