what $1 million has taught us about enhanced campaigns - jeff allen at smx advanced
TRANSCRIPT
LOOKING AT EC’S ATTHE MACRO LEVEL
RESULTS FROM ~50 ACCOUNTS & OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
MOBILE IMPRESSIONS UP 9% & CLICKS UP 45%.
TABLET IMPRESSIONS
CLICKS UP 45%.
UP 48%
COMPUTER IMPRESSIONS UP 5% & CLICKS DOWN 13%.
BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS
PRE
MOBILE: 10.2% TABLET: 10.2%
BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS
PREPOST
MOBILE: 10.2% 16.8%TABLET: 10.2% 11.6%
WHAT DOES THAT MEAN FOR COMPUTER SPEND?
PRE: 79%
POST:71.6%
COMPUTER: +12%MOBILE: +40%TABLET: +13%
CPA UP ACROSS ALL DEVICES
“ENHANCED CAMPAIGNS ARE
BULL$#^%” – MATT VAN WAGNER
LOOKING AT EC’S AT
THE MICRO LEVEL
IDEAL ACCOUNT FOR EC:
• LOCATION SPECIFIC• MOBILE OPTIMIZED
• DAY PARTING
60 miles-5% adjust.
40 miles0% adjust.
20 miles+20% adjust.
Campus location
MOBILE BID MULTIPLIER -30%. BASED ON AVERAGE MOBILE TO DESKTOP CPA VARIANCE.
BUDGET ALLOCATION
PREPOSTCOMPUTER: 81% 74%MOBILE: 9% 16%
CPA MOBILE UP 25%, COMPUTER AND TABLET REMAINED NEARLY IDENTICAL.
No extra
leads in
target radius
9% INCREASE IN CPA
NO CHANGE IN
VOLUME OF LEADS
STRIKE THATREVERSE IT
28%A
FTERDELETING ALL
BID MODIFIERS
CPA DROPS
PROBLEMS:
• BUDGET ALLOCATION
• GARBAGE TRAFFIC
• HARDER TO SEE ISSUES
SOLUTIONS:
• MORE CAMPAIGNS
• MORE AD GROUPS
• …AND (hopefully) SOMEDAY SCRIPTS
INCREASE SEGMENTATION BEFORE USING MULTIPLERS
COMPUTER CPA SPIKED DUE TO CHANGES IN AVERAGE POSITION
avg. pos. change in impressions
1-1.5 +39%1.5-2 +19%2-2.5 -6%…3.5-4 -29%4-4.5 -32%
*Excludes Brand Terms
CAMPAIGN FARM SYSTEM
TIERED CAMPAIGNS
TYPELOCATION MULTIPLIER
MAJORS NONE(NEAR CPA GOAL)
FARMONLY DOWN(< -20% OF CPA GOAL)
PREPONLY UP(> -20% OF CPA GOAL)
All MOBILE IMPRESSIONS(avg. pos. = change in impressions)
1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%
*Excludes Brand Terms
MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL(avg. pos. = change in impressions)
1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%
*Excludes Brand Terms
IDEALLY, AD GROUPS WOULD HAVE ONE KEYWORD PER AD GROUP. KEYWORD LEVEL MULTIPLIERS WOULD RENDER THIS OBSOLETE.
TIERED AD GROUPS
TYPEDEVICE MULTIPLIER
MAJORS NONE(NEAR DESKTOP CPA)
FARMONLY DOWN(< -20% OF DESKTOP CPA)
PREP -100%(> -20% OF DESKTOP CPA)
USE BID MODIFIERS
SPARINGLY.CPA will spike if you use on high position keywords.
TIER CAMPAIGNS& ad groups based on performance.
More relevance, better results
Jeff AllenHanapin Marketing@JeffAllenUT
ENHANCED CAMPAIGNS#NAILEDIT