[webinar] ppc settings for success

PPC Settingsfor Success

#PPCsettings

TRADA PRESENTS

#PPCsettingstrada.com

Anna Sawyer, Marketing Manager@annafsawyer

Matt Hessler, Director of Account Management

@fasterstill

Every PPC campaign has an experimental, data-acquisition phase.

The stages of choosing settings

After this phase, alter campaign settings to optimize ROI.

Revisit the experimental phase on a quarterly basis for best results.

Follow us on Twitter! @annafsawyer @fasterstill trada.com

Get comfortable with the Settings tab in AdWords: you’re going to spend a lot of time here!

Ad Scheduling/Dayparting


Failure to set dayparting correctly and test regularly is one of the greatest wasters of ad spend.

If you know that users are converting higher (or not converting at all) during certain times/days, you can pause your campaigns or lower keyword bids during those times.

This is what makes Dayparting valuable!

Allow ads to run 24 hours/day, 7 days/week until you have a solid data set.


To get data on time-of-day conversions in AdWords, you will need to have Google Analytics linked.

Reporting

AdCenter provides time-of-day reporting.

See goal completions by time of day in Analytics.


Ad scheduling is located under Settings > Advanced Settings > Schedule.

In AdWords, it’s very easy to adjust the times and days that you’d like your ads to show.


Want to save money and maximize conversions? (Of course you do.)


You can adjust bid prices for certain times of the day.


Choose BId Adjustment on the Ad Scheduling Screen.


Follow me on Twitter!: @annafsawyer trada.com

Weird tip:

In AdWords, ad scheduling is based on the time zone you have set for your account and you can only change it once.


Location Targeting/Geotargeting


Why target by location?

You’re a local advertiser.

Some regions convert better for you.

Geo-specific seasonality (not selling coats in Florida).


Once again, determine location settings by testing.

Location report: Campaigns > Dimensions >View >Geographic


Enter a location name and AdWords will make location suggestions.


You can view the targeted area on a map and see the estimated reach.


You can target a radius around an area.


The polygon targeting tool has been removed from AdWords.RIP POLYGON


Ad rotation and delivery

ads


Ad rotation

You have more than one ad per ad group. How do you decide how they are served?


Three ad rotation options

Optimize for clicks (default): Google will serve the ads expected to get the most clicks.



Optimize for conversions: Google will serve the ads they think will get the most conversions. Without sufficient data, will revert to ‘Optimize for clicks’.



Rotate: Ads will simply be rotated evenly.


Ad delivery

At what pace would you like ads to be served throughout the day?


Three ad delivery options

Standard: Google will meter your impressions throughout the day in order to satisfy your budget.


Three ad delivery options

Accelerated: Ads will be served as quickly as possible, whenever they are eligible, until budget is exhausted.

Choose this option when

your Dayparting is really dialed

in!


Device targeting


Yes, you should consider device targeting!

Build new campaigns to target devices: they can have different click costs and ad formats.


What do users expect from mobile ads? Locations, price comparisons, phone numbers. Write your ad copy to reflect this.


Choose edit under Devices.

Again, we suggest disabling devices on your regular PPC campaigns and targeting them in a separate ‘device’ campaign.


AdWords Experiments



You should always be testing. AdWords Experiments allows you to test changes on portions of your campaign to reduce risk.

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Keyword bid prices

Adding or removing keywords

Keyword match types

Some examples of what you can test:

Ad group structure

The difference between AdWords Experiments and testing the old-fashioned way: instead of making a change and comparing the data to how things used to be, you can A/B test results in real time.

Under Settings for a given campaign, click Experiment.

Click Specify experiment settings.


From Google:The fastest way to collect results is a 50-50 split, but if your experimental changes are risky or expensive, such as doubling your bid, you might want to have fewer auctions use your experiment. You can't change this setting after you start your experiment.


Track results in Google Analytics by using a URL referrer to see whether traffic is coming from your main campaign of your experiments.


You will have to pay for clicks from your experiments. Keep this in mind when testing increased bid prices!

Remember that the default settings are often best only for new advertisers or those looking to gather data. Dialing in your campaign settings can increase

your ROI dramatically.

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Revisit your settings on a quarterly basis for the best results!

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[WEBINAR]Questions about Trada?

Tuesday, February 7

TRADA PRESENTS

- How does it work?- How do our PPC and Facebook experts get paid?- Is it really free to use, as an advertiser?- What about keyword competition among the crowd?- What’s up with the minimum budget?

by request!

trada.com

Here’s where we take two minutes to show you how

Trada can help you scale your online advertising

... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns

yourself.

Trada has thousands of online advertising experts who do PPC and Facebook ads for you.

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

Turbine: a Trada Client

CAMPAIGN STATS:

Paid Search Experts: 15

Conversion Rate: 20% increase

Click-Through Rate: 40% increase

Cost-per-Conversion: 16% reduction



“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’

on paid search. Trada’s paid search experts know our

industry lingo and are running on all cylinders, driving high volumes to our Dungeons &

Dragons online gaming service.”

– Chase Huber Director, Advertising

For more information or to schedule a Trada demo, email [email protected]

trada.com

@annafsawyer

Time for questions!

@fasterstill

mailto:[email protected]


InternetAds Update

Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for

understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes

store and subscribe! It’s free!

For more information or to schedule a Trada demo, email [email protected]

trada.com

@annafsawyer

Time for questions!

@fasterstill



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