what would beyoncé do? by maddie cary
TRANSCRIPT
#SMX #14B1 @MaddieMarketer
Fierce PPC Tactics To Make Your Account A Super Star
WHATWOULD
BEYONCÉDO?
#SMX #14B1 @MaddieMarketer
Senior Client Manager at Point It
4+ Years in PPC
Oversee $35M in Media
Global SEM Program Lead 20 Person Team 30 Languages 60 Markets
Run Point It’s Training Program
I QUEEN BEY
WHO AM I?
#SMX #14B1 @MaddieMarketer
ALL HAIL
#SMX #14B1 @MaddieMarketer
BEST NEW PPC FEATURES OF 2015
DRUNK IN
LOVE WITH PPC
#SMX #14B1 @MaddieMarketer
UPGRADED URLS Destination URLs became
Final URLs on July 1st, 2015 Ads keep performance data If changes made to tracking template,
ads aren’t sent back for review
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
#SMX #14B1 @MaddieMarketer
ADWORDS EDITOR 11 New features rolled out including
redesigned interface, plus support for labels, call-only ads, & upgraded URLs
PRO: More bulk edit/multi-select options CON: New navigation & advanced
search not as intuitive to use
SASHA FIERCE TIP:CHECK UP ON IT! Did you know there are new keyboard shortcuts to use with AWE, including CTRL+B to change bids
and CTRL+U to change URLs
#SMX #14B1 @MaddieMarketer
RLSA – GOOGLE ANALYTICS AUDIENCES 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
SASHA FIERCE TIP:CRAZY IN LOVE with the idea of RLSA?
Get the most out of it by creating new campaign, target generic keywords, write new
ads, and bid up on narrowed valuable audience by using target & bid
#SMX #14B1 @MaddieMarketer
AUTOMATED SHOPPING EXTENSIONS 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
#SMX #14B1 @MaddieMarketer
BIDDING TACTICS YOU SHOULD TEST
IF YOU LIKE IT THEN YOU
SHOULD HAVE PUT A
BID ON IT
#SMX #14B1 @MaddieMarketer
FLEXIBLE BID STRATEGIES AdWords offers multiple automated,
algorithmic bidding strategies, found in the Shared Library – and you should be testing them!
Maximize Clicks Target Search Page Location Target Outranking Share Target CPA Target ROAS Enhanced CPC
#SMX #14B1 @MaddieMarketer
TARGET ROAS Case study with Gaming client
One of the first to test strategy
Aim to maximize conversion value to hit goal ROAS target
Bids changed based on predicted performance of ads
ROAS ROAS up +47 points Revenue up
+8%
#SMX #14B1 @MaddieMarketer
TARGET OUTRANKING SHARE Case study with 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 to Black Friday
ROASTop of Page Rate 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
#SMX #14B1 @MaddieMarketer
MULTI-STRATEGY FLEXIBLE BIDS Case study with e-Commerce client
Used multi-strategy approach:
Target Search Page Location to drive volume for promos
Maximize Clicks to increase traffic with brand value keywords
Target CPA to maximize orders on last-click conv keywords
+65% increase in convs
Reduced CPA by
4%
#SMX #14B1 @MaddieMarketer
COMPETITIVE BIDDING Target Page Location to test bid
to position on key terms
Test flexible CPA or ROAS targets on keywords with high competition
Target Outranking Share* to bid more aggressively when a new competitor enters the auction*but use wisely…this one can spend!
#SMX #14B1 @MaddieMarketer
HOLIDAY BIDDING Target Outranking Share* to bid more
aggressively during key sales days*but use wisely…this one can spend!
Maximize Clicks on new holiday keywords to boost impression volume
Switch over from Conversion Optimizer to Target CPA prior to holidays to give your flexible bid strategy time to learn before crucial conversion periods
#SMX #14B1 @MaddieMarketer
FLEXIBLE BID STRATEGIES NEED TIME TO LEARN
SASHA FIERCE TIP: Check Your Flexible Bid Strategy Status in Shared Library! Check to see if your strategy is:
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?
#SMX #14B1 @MaddieMarketer
PPC STRATEGY TIPS FOR BIG BRANDS
SAY MY NAMESAY MY NAME
#SMX #14B1 @MaddieMarketer
BIG BRAND PPC BIGGEST CHALLENGE
Protecting The Brand(Favoring Brand Voice Over
Best PPC Practices)
Testing & Innovating(Having Fun!)
#SMX #14B1 @MaddieMarketer
PROTECT THE BRAND Discuss ad messaging guidelines before
launching new ads Consider internal vs. external brands What’s the appropriate CTA? Be realistic about what can fit in the limitation
of 95 characters
Brand protection isn’t only done with ads 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
#SMX #14B1 @MaddieMarketer
PRIORITIZE VALUE PROPS Big Brands gotta work hard to
compete & stand out in PPC! What are your value props? What are your competitors
highlighting in ads & on LPs? What’s your audience looking for?
Free Shipping? Best Price? Free Whitepaper?
Back up the argument to test best practice PPC over brand messaging with data!
#SMX #14B1 @MaddieMarketer
MANAGE COMPETITION 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 Script Generate graphs to monitor historical QS
#SMX #14B1 @MaddieMarketer
TIPS TO RUN A SUCCESSFUL PPC PROGRAM TEAM
YOUR PPC?***FLAWLESS
#SMX #14B1 @MaddieMarketer
YOUR PPC TEAM
PROACTIVE
ANALYTICAL
CURIOUS
SELF-STARTER
COLLABORATIVE PERFECT
PERFECT
PERFECT
PERFECT
OMG PERFECT
#SMX #14B1 @MaddieMarketer
GROWING YOUR TEAM Put in a training model before you need it
Encourage collaboration & knowledge sharing
Provide safe-ground for mistakes
Acknowledge team and individual accomplishments
“Aim For The Middle” when leading larger PPC teams
#SMX #14B1 @MaddieMarketer
THINK NOW ABOUT HOW TO SCALE Weigh resource-impacting requests
based on if they were scaled larger
Mix senior talent with junior members
Share learnings from tests, betas, & new initiatives across accounts
Encourage deep diving into data as well as big-picture thinking
#SMX #14B1 @MaddieMarketer
TELLING THE STORY Don’t settle for mediocre. Be flawless!
Mentor your team on how to tell the story when it comes to reporting & analysis
If your audience (client, internal team, boss, etc) can’t get the main message in 30 seconds, it needs to be changed
SASHA FIERCE TIP: Get Visual!Too many long paragraphs in emails?
Pages of bullets in reports? Encourage your team to use simple visuals
like graphs or SmartArt to tell the performance story
#SMX #14B1 @MaddieMarketer
GETTING THROUGH PPC DROPS
I’MA
SURVIVOR
#SMX #14B1 @MaddieMarketer
IDENTIFY THE PROBLEMFIRST: Where did the drop in performance happen?
Keyword? Ad Group? Campaign?
#SMX #14B1 @MaddieMarketer
ASSESS COMPETITIVE IMPACTSSASHA FIERCE TIP:
Use Auction Insights Script!BrainLabs has an awesome Auction Insights Script that you can run in a Google Doc to
see your Auction trends over time. It also creates visual graphs you can easily
send to clients or use internally!
WHERE MY COMPETITORS AT?
#SMX #14B1 @MaddieMarketer
ALLOW FOR FLEXIBILITY Set KPIs per campaign category
Branded vs. Non-Branded Product Specific Testing Goals
Set thresholds to determine when it’s time to pivot your bidding strategy
Give yourself room to test, but set guardrails to keep things in check
Budget caps Max CPC caps Automated email reports/notifications
Yes, that is human-being Beyoncé doing that
#SMX #14B1 @MaddieMarketer
BOUNCE BACK IN BEYONCÉ STYLE 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 communityFLAWLESS
#SMX #14B1 @MaddieMarketer
1 2 3 4 5TAKEAWAYS
BEY//KEY
New Features! Try RLSA!
Test Flexible Bid Strategy
Find Intersection of Brand Voice + PPC Best Practices
Build Strong PPC Teams Who Can Tell The Story in 30 Sec
Use Auction Insights Script to Bounce Back Faster
ASK YOURSELF WHAT WOULD BEYONCÉ DO?
#SMX #14B1 @MaddieMarketer
I’MA
SURVIVORQUEEN
BEYALL HAIL
#SMX #14B1 @MaddieMarketer
CAN’T GET ENOUGH
BEYONCÉ?Story of my life…
Check out my presentation blog post for more info & resources:
www.pointit.com/blog/what-would-beyonce-do
ALSO, check out this playlist of my favorite Beyoncé jams!
bit.ly/SMX-East-Beyonce-Playlist