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Talk by Thomas Bindl at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade
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Increase data quality and efficiency
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Thomas Bindl – Online Marketing Expert since 1999
Active in online marketing industry since 1999
Initially strong focus on SEO as affiliate
Consultant for companies worldwide
Speaker at leading conferences worldwide
Performance marketing as passion
Founder of Refined Labs
London | 20–24 Feb, 2012 | #seslondon
@refinedads
About Refined Labs Founded in February 2007 in Munich
17 employees
100+ million keywords under management
Active in 60+ markets, 30+ currencies and languages
Agencies and big direct spenders as customers
The company behind Refined Ads, a leading Cross-Channel-Tracking Software
London | 20–24 Feb, 2012 | #seslondon
@refinedads
It’s about the right tool, not the biggest
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Search queries / placements
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Search queries / placements Search query report is nice, but inefficient Reduce traffic, increase conversion rates Better targeting can save up to 30% without losing conversions Integration with conversion/revenue data as key Tightly integrated work flow as time saver Placements for GDN are as important as search queries
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Search queries / placements
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Details are crucial
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Keyword / Adtext reporting
London | 20–24 Feb, 2012 | #seslondon
@refinedads
• Normal reports on Adtext/Adgroup level:
Keyword / Adtext reporting
London | 20–24 Feb, 2012 | #seslondon
@refinedads
• Report on Adtext/Keyword level:
• Analyze keyword/Adtext performance for important keywords
• Break out very poor/good combinations into new Adgroups
Search Funnels / Query Paths
@refinedads
London | 20–24 Feb, 2012 | #seslondon
Search Funnels / Query Paths Integration of search funnel analysis See how users behave till they convert Over 1/3 of all conversions need 2+ clicks Don‘t only look at paths, but at ROI Number of clicks irrelevant, total cost matters Attribution is key for optimization Don‘t try to understand, try to accept
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Search Funnels / Query Paths
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Strategic Groups
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Strategic Groups Reporting is the least efficient part of your job Automate reporting to your needs Combine elements on any level (Accounts, Campaigns, …) Combine elements from any search engine Set goals for Bid Management Account structure for performance, Strategic Groups for reporting
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Strategic Groups
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Optimize for YOUR goals – and reach them
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Custom Columns No company has CPL/CPOs as business goal Margin is the next best goal “Real margin” is the key to integrate search Set these targets as goals for Bid management
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Integration instead of Isolation
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Integration with other channels Don’t look at search as silo, it’s a part of the mix Long term success requires integration Increase sales, but be ready to lose (search) budget
London | 20–24 Feb, 2012 | #seslondon
@refinedads
Looking forward to your questions!
London | 20–24 Feb, 2012 | #seslondon
@refinedads
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