mastering ppc & it's impact on your overall marketing strategy
TRANSCRIPT
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Mastering PPC & Its Impact On Your Overall Marketing Strategy
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Diane Anselmo• Associate Director of Services• @diane_anselmo
Jeff Baum• Associate Director of Services• @jeffbaum71
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• 5+ hours per day spent online
• Visit 10+ Sources before converting
* Recent Google Study
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How Do We Master PPC in Such a Complex Environment?
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Welcome
YouTube
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YouTube
• 1,000,000,000 users
• 65% of YouTube ads clicked drive a resulting brand name search
• Brand engagement opportunity
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YouTube
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YouTube
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• Story Telling Through Video
• Creates a Funnel to Your Sales Process
YouTube
Remarketing
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YouTube
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YouTube
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• How complex is your sales cycle?
• Keep building the funnel?
Or…..
• Go right for the conversion?
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YouTube
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• Create video that’s fun and engaging. Ideally a ‘digital first’ asset
• Include CTA’s in the first 5 seconds• Consider your metrics. Solely measuring on
cost per acquisition can cut YouTube ‘off at the knees’
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YouTube
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Welcome
Dynamic Search &
Remarketing#ppcherolive
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Dynamic Search Ads
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Dynamic Search Ads
• 15% of all user searches are unique• Can’t be reached through normal keyword
targeting
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Dynamic Search Ads
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How Dynamic Search Ads Work
• Targeting based upon the content of your website & landing pages
• Headlines dynamically generated based on user queries
• DSA’s rank in the auction the same as a keyword targeted ad. If dynamic and keyword targeted ad are in same auction, the keyword targeted ad takes precedence
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Setting Up DSA’s
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Dynamic Remarketing
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Dynamic Remarketing
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Dynamic Remarketing
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Dynamic Remarketing
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Dynamic Remarketing
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Welcome
Advanced Bidding
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Advanced Bidding: Profit Bidding Model
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Advanced Bidding: Profit Bidding Model
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● Understand the full value of your ppc customers including lifetime value
● Make reasonable assumptions about each value factor so revenue can be estimated
● Factor out gross margins and advertising costs
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Advanced Bidding: Profit Bidding Model
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● Test areas of account that’ll provide enough conversion data
● Common practice to increase bids 25%-30%● Understand your sales cycle to determine
appropriate length of test● Don’t set and forget. These are big bid
modifications!#ppcherolive
Advanced Bidding: Profit Bidding Model
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● Increasing bids led to higher avg position and more conversion
● CPA increased 20% BUT profit increased 143.75%!
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Advanced Bidding: Profit Bidding Model
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● Granularity● Performance Variance by Product
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Advanced Bidding: Profit Bidding Model
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● Account Structure is Key. Group Most Profitable Products and Services Together
● Bids Need to Make Sense for Your Business
● Test in Aggregate to Prove Concept Then Get Granular
Advanced Bidding: Profit Bidding Model
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● Innovation: Thinking About your PPC differently
● Growth: Removes Growth Limitations CPA and other efficiency metrics Cause
● Bidding is Strategic: Align with & Support Business Goals. Not Just a Tactic
● Making Total Profit the KPI: Scales your PPC more quickly#ppcherolive
Advanced Bidding: Profit Bidding Model
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Welcome
Attribution
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What is Attribution Modeling?
A way of determining how to credit conversions at different points within the e-commerce of lead generation process.
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Attribution Types
• Last Interaction: Last interaction is credited for the conversion
• First Interaction: First interaction is credited for the conversion
• Linear: Each interaction is credited equally• Last Non Direct Click: Last channel click
that’s not direct traffic is credited
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• Last Adwords Click: The last AdWords click is fully credited for the conversion
• Position Based Model: Conversion is mostly weighted between first and last interaction with even distribution within the middle transactions.
• Time Decay Model: Interactions closest to the conversion is credited the most.
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Attribution Types
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Attribution in Action
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Attribution in Action
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Attribution Modeling Benefits
• Better understanding of the full value of paid search
• Data can be used to inform both your paid search and overall digital marketing strategy
• Offers guidance on how to allocate ppc budget and how to think about optimizations
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Attribution: Final Thoughts
Implement an attribution model that makes the most sense for your business. Incorporating the wrong model will lead incorrect conclusions and strategic misalignments.
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#ppcheroliveDiane Anselmo | @diane_anselmo
Thanks for joining us!
Jeff Baum | @jeffbaum71