heroconf 2016 - keys to an effective ppc account structure

Keys to an Effective

Account Structure

Jes Sti les

CMO Emerg ing Marke ts | R ing ie r | @jess t i l es

Are your KPIs going in the wrong direction?

Do your tests come back with minimal impact?

Sick of staring at your PC in confusion?

Get structured!

Why you ask?

Going granular give you improved visibility.

And more control over your campaigns.

Producing better results and clapping bosses.

It’s worth the effort!

Not every brand can afford optimisation tools.

But today’s tips are all tool free!

Optimisation so easy, you can do it anywhere!

Structure your accounts today!!!!!!!

Out of date, poorly thought out ads are terrible. So to are

poorly structured PPC accounts.

Structure of a Facebook account

Campaign

Ad Set 1 Ad Set 2

Ad 1 Ad 2 Ad 1 Ad 2

Set objective

Set bids, placements, audience segments

Ad copy, images, links, CTAs

Before you start, create naming conventions. Don’t use Facebook

defaults.

objective-target-detail

age-gender-placement-connection

Facebook default

Website Clicks

GB - 18+

Website name – Website Clicks

Recommended

YYYY-MM-DD | content + of + ad + here

Ensure naming conventions have

corresponding UTM tags to make analysis easier.

UTM tagging connects Facebook ads to Google Analytics allowing you to

analyse the full funnel

HOW DO YOU WANT TO TARGET YOUR AUDIENCE?

Campaigns

AND FOR WHAT OBJECTIVE?

New page likes 968 15,423 1493%

Website clicks 24,741 4,431 -82%

Organic reach 7.57% 6.91% -9.55%

All sessions 1,387,120 1,247,286 -12%

Cost per session 0.0008 0.0016 100%

* Based on 4 weeks of test data

Buying likes leads to less website traffic at almost

double the cost per session.

Run campaigns long term changing ad regularly to

fight ad fatigue.

Campaign target audiences

Demographic (dmo)

Interest (int)

Lookalike (llk)

Remarketing (rmk)

Age, Gender, Location

People interested in X

People who a similar to X

People I had contact with

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Be aware of overlap

wsc-dmoWomen who are over 18

living in London

wsc-intWomen who are over 18

living in London who like shopping

wsc-llkPeople who

have purchased

wsc-intWomen who are over 18

living in London who

like travel

wsc-rmkPeople who

have purchased

app-dmo

Structure campaigns to reduce overlap, allowing analysis of

different objectives & audiences

Automotive Spend Leads Cost per lead

dmo $393 162 $2.43

int $702 1,252 $0.56

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Because of a higher relevancy score, the interest targeted campaign won more auctions

Classifieds Spend Leads Cost per lead

dmo $3,102 2,996 $1.04

int $22,211 27,732 $0.80

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eCommerce Spend Orders Cost per order

dmo $6,140 110 $56

int $14,872 213 $70

llk $1,510 60 $25

rmk $3,210 90 $17

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Limited scale

Test at campaign level whether broad demographic, narrow interest or specific list targeting produces the best

KPIs for your brand then scale.


int electronics $18,570 230 $81

int beauty $15,300 320 $48

int home & garden $14,210 540 $26

Interest based campaigns

Remarketing campaigns


rmk all contacts $4,150 230 $18

rmk registered users not subscribers

$660 10 $66

rmk subscribers not registered users

$660 10 $66

Demographic campaign


wsc dmo $6,140 110 $56

app dmo paused paused paused

Only 1 campaign can win the auction. Have only one dmocampaign running at any point and split targeting via adsets

HOW DO YOU WANT TO SEGMENT YOUR TARGETED AUDIENCE?

Ad sets

AND FOR WHAT PRICE?

Location

• United Kingdom (uk)• England (en)• London (ld)• Soho square (ss)

Location

• Everyone in this location = 8 million

• People who live in this location = 7.7 million

Around 5% of default audience may be irrelevant if you only trying to reach residents

Could be wasting 5% of your budget

Gender

• Male (m)• Female (f)• Any gender (all)

Age

• From X to Y (25to30)

Placement

Instagram and audience network should be separate campaigns

• Right hand column (rhc)• Desktop news feed (dnf)• Mobile news feed (mnf)• Any device (all)

Connection

• Fans (fa)• Friends of fans (ff)• Not connected (nc)• Any connection (all)

But I have chosen targeting. Have you systematically tested

targeting?

Gender testing

Adset name Spend Leads Cost per lead

m-over18-all-all $741 36 $21

f-over18-all-all $741 43 $17

Age testing


all-18to24-all-all $4,690 70 $67

all-25to29-all-all $4,700 140 $34

all-over30-all-all $4,680 210 $22

Don’t let Facebook decide

Higher bid ≠ Better performance

Bid

Bid amount Spend Leads Cost per lead

$0.21 $1,482 99 $15


$0.21 $1,482 99 $15

$0.11 $958 239 $4


$0.21 $1,482 99 $15

$0.11 $958 239 $4

$0.03 $1,489 621 $2

Lower CPCs stretch your budget, allowing you to enter more auctions & get more clicks


$0.21 $1,482 99 $15

$0.11 $958 239 $4

$0.03 $1,489 621 $2

$0.02 $615 80 $1.75

Placement testing


all-over30-rhc-all $20 7 $2.89

all-over30-dnf-all $142 115 $1.24

all-over30-mnf-all $601 523 $1.15

Connection testing


all-over30-mnf-fa $30 31 $0.97

all-over30-mnf-ff $246 204 $1.21

all-over30-mnf-nc $359 122 $2.94

Through segment refinement

reduced CPL from

$19 to $1.21

Effective audience segmentation improves your

relevancy score.

Test one ad set targeting element at a time to drill

down to the best KPIs for your brand at your budget.

WHAT CONTENT ENGAGES YOUR TARGETED AUDIENCE?

Ads

AND WHEN DID IT RUN?

Carousel ads

Various

Allows for more text in the ad

But results varies brand to brand and ad to ad

Optimise order of images

This will depend on your ad creative. It may have to be in order to make sense.

Tick box Spend Leads Cost per lead

Unchecked $841 1,168 $0.72

Checked $1,013 1,781 $0.57

Add profile page

Tick box Spend Leads Cost per lead

Unchecked $1,124 1,428 $0.79

Checked $1,012 1,781 $0.57

Through ad content refinement

reduced CPL from

$1.21 to $0.57

Ad Creative

• Images

• Headline

• Description

• URL

Test elements such as:

Be careful of limitations!

Image look and feel

heroconf 2016 - keys to an effective ppc account structure

Marketing