speed up ppc ad copy optimization

MAXIMIZE holiday sales a Kantar Media

Company

a Kantar Media Company


SPEED UP PPC AD COPY OPTIMIZATION

TO MAXIMIZE HOLIDAY SALES


Brought to you by:


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AGENDA


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• Introductions

AGENDA


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• Introductions• Measuring Performance

AGENDA


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• Introductions• Measuring Performance• Quickly Optimizing Ad Copy

AGENDA


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• Introductions• Measuring Performance• Quickly Optimizing Ad Copy • Q&A

AGENDA


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JOIN THE CONVERSATION


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@Boostctr


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@Boostctr@Adgooroo


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@Boostctr@Adgooroo#SpeedUpSEM


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ROB LENDERMANCO-PRESENTER


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ROB LENDERMAN

• Co-Founder & COO of Boost Media

CO-PRESENTER


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ROB LENDERMAN

• Co-Founder & COO of Boost Media• 15+ Years Industry Expertise

CO-PRESENTER


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ROB LENDERMAN

• Co-Founder & COO of Boost Media• 15+ Years Industry Expertise

• Featured Panelist at SIS, AdTech, SMX, and more

CO-PRESENTER


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RICHARD STOKESCO-PRESENTER


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RICHARD STOKES• Founder & CEO of AdGooroo

CO-PRESENTER


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• Industry Thought Leader on Search Engine Marketing

CO-PRESENTER


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• Industry Thought Leader on Search Engine Marketing

• Author of:

Ultimate Guide to Pay-Per-Click Advertising (First and Second Edition)

and Mastering Search Advertising

CO-PRESENTER


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THE GLOBAL LEADER IN SEARCH INTELLIGENCE SINCE 2004

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• Founded the Search Intelligence category in 2004

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• World’s largest database of Search Marketing data• 50 Countries • 14 Search Engines• 2+ Million Advertisers

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• 4,000+ users worldwide

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• 4,000+ users worldwide• Part of Kantar Media, the

largest advertising intelligence company in the world

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Visualize, Prioritize

Measuring Performance & Taking Action


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HOW MOST PEOPLE DO IT…Assessing Keyword Performance


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HOW MOST PEOPLE DO IT…Assessing Keyword Performance

CTR CPC IMPRESSIONS

COST

AVG. POS.ROI?


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THE FAST & EASY WAYAssessing Keyword Performance

Your Goal for Each Keyword is High

Coverage & Top Position


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yoursite.com




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yoursite.com Each dot is one of your

keywords




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keywords




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keywords

This keyword is showing up around

60% of the time




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keywords

This keyword is showing up around

60% of the timeOn average your ad appears just under the 4th

position for this keyword




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BY AD COVERAGE & AVERAGE POSITION ON PAGE

Identifying & Prioritizing Problem Keywords


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1High Position-High Coverage




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1High Position-High Coverage2Low Position-High Coverage




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3


Low Position-Low Coverage




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43 High Position-Low Coverage






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ACTION: LOWER YOUR BID TO INCREASE COVERAGE

High Position-Low Coverage Keywords


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ACTION: OPTIMIZE AD COPY

Low Position-Low Coverage Keywords


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ACTION: INCREASE YOUR BID

Low Position-High Coverage Keywords

Optimize Ad Copy If Coverage Drops as

Bid Increases


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NO ACTION REQUIRED

High Position-High Coverage Keywords


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ALWAYS START IN #4 AND MOVE KEYWORDS CLOCKWISE TO #1

The Optimization Swoop


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44Do I Need To Optimize Every Keyword?


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45Do I Need To Optimize Every Keyword?YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWORD


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yoogiscloset.com


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yoogiscloset.comYour Site


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48Do I Need To Optimize Every Keyword?


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49Do I Need To Optimize Every Keyword?MAYBE NOT…


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yoogiscloset.com


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yoogiscloset.comYour Site


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OPTIMIZE AD COPYQUICKLY


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Boost Media increases advertiser profitability by using a combination of

professional human optimizers and a proprietary software platform to

drive increased ad relevance at scale. Boost has delivered more than

$1 billion in optimized digital ads for 100+ enterprise brands.


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YOU MAY BE WONDERING…


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YOU MAY BE WONDERING…• How do I figure out where to test?


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YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?


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YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?• How do I measure my success?


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YOU MAY BE WONDERING…• How do I figure out where to test?• How do I determine what to write?• How do I measure my success?• How do I know when to stop?


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HERE'S HOW


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HERE'S HOW1. Determine the right ad groups to test by volume


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2. Verify ad groups are worthy of testing


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3. Collect data to determine test copy


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4. Write multiple variations of copy


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5. Test and measure


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5. Test and measure

6. Determine learnings


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5. Test and measure

6. Determine learnings

7. Create more messages to test


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3. Collect Data To Determine Test Copy


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3. Collect Data To Determine Test Copy Understand which of your ad terms drive the most value


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{KeyWord:Brand 2 Sale}Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com

{Keyword:Brand 2 Sale}Sale: Save on Beach Towels,Bedding & More at Brand 2www.brand.com

{KeyWord:Seasonal Sale}Find Kids' Bedding, Decor & More -Shop Brand 2® Today.www.brand.com

{KeyWord:Seasonal Sale}Find Seasonal Decor & More On Saleat Brand 2. Shop Now!www.brand.com


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Calculate CTR and CPI of all ads containing

“Save”

{KeyWord:Brand 2 Sale}Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com





“Find”


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“Save”

Compare & Identify test opportunity{KeyWord:Brand 2 Sale}

Save up to 30% on Select Furniture& Lighting at Brand 2.www.brand.com





“Find”


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Introducing Lexical Analysis


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Lexical Analysis

allows advertisers to

identify top

performing and

underperforming

words and phrases

within their paid

search ad creative.


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Lexical Analysis

allows advertisers to

identify top

performing and

underperforming

words and phrases

within their paid

search ad creative.

Having insight on

exactly which

words resonate

with your target

audience is

crucial to

optimizing ad

creative.


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Use Data To Generate Insights


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4. Write Multiple Variations of Copy


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4. Write Multiple Variations of Copy BUILD ON THE COMPETITION


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4. Write Multiple Variations of Copy BUILD ON THE COMPETITIONShop Watches at NordstromShop Dozens of Designer WatchesFree Shipping on Orders Over $100www.nordstrom.com/watches

Shop Watches at Company NameShop Hundreds of Designer Watches Free Shipping on Orders Over $100www.companyname.com/watches


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DIFFERENTIATE FROM THE COMPETITION


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Necklaces at JCPennyBuy Fine Necklaces For Less.Free Shipping Every Day at JCPenny. www.jcpenny.com/necklaces

Necklaces at Company NameFeel Gorgeous In Stunning Gems.Shop One-Of-A-Kind Pieces. www.companyname.com/necklaces

DIFFERENTIATE FROM THE COMPETITION


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Build On Your Own Findings


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Watches at Company NameShop Stylish and Cheap Watches. Free Shipping Every Day.www.companyname.com/watches

WATCHES


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Necklaces at Company NameBuy Fine Jewelry For Cheap.Free Shipping Every Day.www.companyname.com/jewelry

Watches at Company NameShop Stylish and Cheap Watches. Free Shipping Every Day.www.companyname.com/watches

WATCHES NECKLACES


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5. Test and Measure


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5. Test and Measure • Track accurately


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5. Test and Measure • Track accurately• Check frequently


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5. Test and Measure • Track accurately• Check frequently• Record start dates


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5. Test and Measure • Track accurately• Check frequently• Record start dates• Determine statistical significance


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5. Test and Measure • Track accurately• Check frequently• Record start dates• Determine statistical significance• Look at multiple metrics


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6. Determine Learnings


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6. Determine Learnings• Look at the message and how it relates to the metric


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6. Determine Learnings• Look at the message and how it relates to the metric• If the changes you made are working, it should show in

performance


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7. Create More Messages to Test


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7. Create More Messages to Test…But how long should I keep going?


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7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant


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7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is

small


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7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is

small• If performance is at an acceptable level, let it run through the end

of the holiday season


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7. Create More Messages to Test…But how long should I keep going?• If you are not in the upper right quadrant• If you have shown improvement, but relative to competitors it is small• If performance is at an acceptable level, let it run through the end of

the holiday season• If an area of your account is failing, fail fast!


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103Summary


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104Summary

VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS


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VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do


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OPTIMIZING AD COPY

SummaryVISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do


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OPTIMIZING AD COPY

SummaryVISUALIZE PERFORMANCE, PRIORITIZE ACTIONS• Don’t Blindly Make Changes to Your Campaign• Pick and Prioritize Which Keywords to Optimize• Optimization Swoop: Achieve High Coverage & Top Position• This is a Higher Priority Than Almost Everything You Do

• Identify the Right Places to Work • Use Competitive and Internal Data to Make Decisions on What to Test• Understand the Impact of Testing So That You Don’t Jeopardize Having a

Good Season by Doing Too Much Testing


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Questions?


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109Thank You!

Richard [email protected]

m@AdGooroo on

Twitter

For More Information on

AdGooroowww.AdGooroo.co

[email protected]

om866-263-9900312-205-4260

Rob Lendermanrob.lenderman@boostmedia.

com

For More Information on Boost Media

[email protected]

800-771-9415

MAXIMIZE holiday sales