what's your audience thinking? 8 hidden ppc reports to find out by aaron levy
Post on 23-Jan-2018
306 Views
Preview:
TRANSCRIPT
#SMX #13B @bigalittlea
“how I learned to stop worrying and love the segment button”
WHAT’S YOUR AUDIENCE THINKING?
8 HIDDEN PPC REPORTS TO FIND OUT
#SMX #13B @bigalittlea
“how I learned to stop worrying and love the segment button”
WHAT’S YOUR AUDIENCE THINKING?
8 HIDDEN PPC REPORTS TO FIND OUT
#SMX #13B @bigalittlea
HI! I’M AARON! 11 years of digital-y stuff
senior team lead, sem at Elite SEM
#teamrumham
I teach at Drexel & UVM
@bigalittlea | aaron@elitesem.com
#SMX #13B @bigalittlea
Attributes• 31 y/o single white dude | fancy college • new home buyer (broke) in mid HHI zip. owns car• Philly resident, frequent traveler
Activities:• heavy mobile usage in AM/PM• hockey | golf | bowling on Sunday• mix of public transport/car/Uber/Lyft
Attitudes:• value-driven habits, semi minimalist• will save $1, waste $100• DIY-er, nostalgic, proud, loyal
#SMX #13B @bigalittlea
Demographics – who we areGoogle knows allwe can find it now
Actigraphics – what we doGoogle knows somewe can find it with some help
Psychographics – why we do itGoogle’s guessing, so are we we can estimate it
#SMX #13B @bigalittlea
agenda
who?where?when?why?bye!
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
WHO DOES BETTER? GREATEST GENERATION OR DAMN MILLENIALS?
DO YOU KNOW WHAT GUYS LIKE? DO YOU KNOW WHAT THEY WANT
#SMX #13B @bigalittlea
Demographic Performance Varies…. A Lot
CVR Female Male ??? Avg.
18-24 6.9% 5.8% 8.1% 6.5%
25-34 6.3% 6.0% 7.5% 6.3%
35-44 4.3% 4.1% 5.6% 4.3%
45-54 3.4% 3.1% 3.7% 3.3%
55-64 2.7% 2.3% 2.9% 2.6%
>64 3.3% 3.2% 3.7% 3.3%
? 3.6% 3.3% 3.3% 3.3%
Avg. 4.7% 4.4% 3.5% 4.2%
Clickshare Female Male ??? Total
18-24 8.6% 6.5% 0.4% 15.6%
25-34 6.9% 6.5% 0.9% 14.3%
35-44 5.6% 4.1% 0.6% 10.3%
45-54 4.7% 3.1% 0.4% 8.2%
55-64 3.2% 1.8% 0.2% 5.3%
>64 3.2% 2.0% 0.3% 5.5%
? 6.0% 4.5% 30.2% 40.8%
Total 38.3% 28.6% 33.1%
Why treat every member of the audience the same?
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
I KNOW WHO YOU ARE……BUT WHO ARE YOU
#SMX #13B @bigalittlea
Demographics – who we areGoogle knows allwe can find it now
Actigraphics – what we doGoogle knows somewe can find it with some help
Psychographics – why we do itGoogle’s guessing, so are we we can estimate it
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittleaYou Can Use This Space for A Subtitle
WHERE
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
HOW FAR WILL YOU DRIVE TO A WAL MART?
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
Map Performance vs. zip distance (the hard way).
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
NEW YORK?
OR A NEW YORK STATE OF MIND?
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
“Location Of Interest” always seems to lose…
Clicks Spend CPC Conv CVR CPA
Location of Interest 14k $19.1k $1.37 2.0k 14.5% $9.51
Physical Location 64k $63.7k $0.99 9.1k 14.2% $6.99
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
WHEN DO YOU GET PAID?
WHEN DO YOU PAY YOUR RENT / MORTGAGE?
#SMX #13B @bigalittlea
Day of Month Analyses Yield Curious Insights
CPA Ad Spend (indexed)
$148 $168 $104 $166 $87 $143 $71
$159 $107 $93 $92 $100 $184 $127
$172 $234 $154 $196 $77 $170 $98
$152 $212 $208 $195 $186 $154 $220
$248 $216
131% 134% 117% 96% 100% 83% 95%
101% 84% 111% 106% 73% 79% 74%
68% 57% 71% 60% 47% 62% 83%
74% 78% 95% 101% 142% 173% 181%
181% 142%
People more likely to get checking account early in the month, yet…
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
WHY WOULD YOU SEARCH ON A FRIDAY NIGHT?
WHAT ABOUT 2AM ON A WEDNESDAY?
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
WHO’S THE MOST BEAUTIFUL PERSON ON GAME OF THRONES?!?!?
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
HODOR REPORTS!
(HODDOW)
#SMX #13B @bigalittlea
0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
HODDOW alone, not so valuableLots of drunken impulse searching, very little buying L
#SMX #13B @bigalittlea
0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Computers Cost Mobile Cost Tablets Cost Computers CPA Mobile CPA Tablets CPA
HODDOWDEV, woooof that’s worse.
#SMX #13B @bigalittlea
0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Computers tend to remain stableIf you break out the laptop at 2 am, you’re serious. Or you’re me.
#SMX #13B @bigalittlea
0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Mobile has dramatic conversion swingsSmaller volume dropoff during “fun hours” is far less you break out the laptop at 2 am, you’re serious. Or you’re me.
#SMX #13B @bigalittlea
0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20 0 4 8 12 16 20
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Tablets at 2am? You’re killing timeOff hours for tablet are very, very off.
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
L
#SMX #13B @bigalittlea
Does Voice Search Matter to You? …Should It??
#SMX #13B @bigalittlea
Let’s play a game!How much more likely is a word to appear in mobile?
How? Near me + findSchedule/Book/AppointmentCall/phoneCan I & may I? Please?
2x1.7x
0.9x5x
3.2x∞
#SMX #13B @bigalittlea
#SMX #13B @bigalittlea
23%
39%
17%
8%
3% 4%3% 3%
25%
32%
16%
8%
3%
7%6%
4%
1 2 3 4 5 6 7 8+
There isn’t a huge proportion of natural language
Search queries. …yet.
Query length is shorter for desktop(79% of queries <3 words
vs. 73% on mobile
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
WOULDN’T IT BE GREAT TO PREDICT COMPETITIVE BEHAVIOR?
#SMX #13B @bigalittlea
Auction Insights: Impression Share Over Time
Limited By Budget Broad Match
#SMX #13B @bigalittlea
J F M A M J J A S O N D J F M
amazon.com honest.com huggies.com luvsdiapers.com pampers.com target.com walmart.com You
Large players dominate the report – they’re always there
Auction Insights: Entire category yields bland spaghetti.
#SMX #13B @bigalittlea
Large players dominate the report – they’re always there
Auction Insights: Entire category yields bland spaghetti.
#SMX #13B @bigalittlea
Minimizes noise of “always there” behemoths, start to guess strategy
Auction Insights: Core Exact terms yield vibrant spaghetti
J F M A M J J A S O N D J F M
amazon.com honest.com huggies.com jet.com luvsdiapers.com pampers.com seventhgeneration.com walmart.com You
#SMX #13B @bigalittlea
bit.ly/bestpasketti
Auction Insights: Core Exact terms yield vibrant spaghetti
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
#SMX #13B @bigalittlea#SMX #13B @bigalittlea
LEARN MORE: UPCOMING @SMX EVENTS
IT’S ALL ABOUT THE PEOPLE!
aaron@elitesem.com
top related