Amazing PPC Tactics - Danuloff - SMX London - ClickEquations

Five Amazing PPC TacticsFive Amazing PPC TacticsFrom High-Resolution PPC

C i D l ffCraig DanuloffPresident, ClickEquations Inc.

Intelligent Paid Search PlatformIntelligent Paid Search PlatformClickEquations enables you to manage all aspects of your accounts a age a aspec s o you accou smore easily

• Campaign management with bulk editing and easy-to-use optimizationand easy-to-use optimization

• Powerful bid management createdwith experts from the Wharton School

• Best in class analytics for advanced and automated reporting

• And ClickEquations makes it all• And ClickEquations makes it all easy through Segments, Adviser, and Analyst

Learn More: www ClickEquations com

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

Learn More: www.ClickEquations.comFree Resources: www.ClickEquations.com/Learn

The Tactics:

1. Query Mining

2. Match Type Keyword Trap

3. I l t B d K d3. Isolate Brand Keywords

4. Manage Impression Share4. Manage Impression Share

5. Respect the5. Respect theEconomics of Quality Score

© Copyright 2009 ClickEquations Inc. All Rights Reserved

Keywords Don’t MatterSearch Queries DoSearch Queries Do

Keywords are just magnets

4

Keywords are just magnetsyou use to attract search queries

Search Queries review true intent

Search Queries are the ultimatekeyword research tool.


y

Mining Search QueriesMining Search Queries to Improve Targeting

• Mine queries for negative q gkeywords

• Mine queries for new phrase and exact match k dkeywords

• Create new campaignsand ad groups to betteralign queries with ad copy


align queries with ad copy

Search Query ReportingSearch Query Reporting

• Query count reporting tells how many different queries matched each qkeyword

N b hi hli ht• Numbers highlight the need to expand negatives and promote phrase and exact match keywords

• Alerts when queries per keyword exceed targets


Search Query Mining BenefitsSearch Query Mining Benefits

• More impressions

• Less wasteLess waste

• Bigger CTRs

• Better quality scoreette qua ty sco e

• Higher positions

• Lower CPCs

• More accurate reports

• Spend lessp

• Make more


B ild Y lf ABuild Yourself A Match Type Keyword TrapMatch Type Keyword Trap


Match TypeMatch TypeAlternativesAlternatives

Exact (rifle)

Phrase (shotgun)

Broad (bomb)

Automatic (black hole)


Our ChallengeOur Challenge

Selecting a Match Type is a balanceSelecting a Match Type is a balance between the benefits of progressively

di i h i kmore diverse queries vs the risk of progressively more diverse queriesp g y q


Search Queriespremium dog food brands in topeka kansaswhere to buy premium dog food baldwin county,organic dog food for skin allergieswww.organic dog food

natural frozen puppy food premium dog foodnatural dog foodhealthy dog food

Search Queries

all natural dog food and allergiesnatural dog food brandsall natural puppy food brandswhole dog food pantryroyal canin dog food sensitive stomach pets

all natural dog foodevo dog foodpremium natural dog foodnutritious puppy foodpremium all natural dog food

innova natural dog foodhumane organic cannine foodcheap nutritious dog foodnatural dog food brandsall natural dog food brands

natural frozen dog foodpremium dog foodnatural puppy foodhealthy dog foodall natural dog food

Dog Food dog food sensitive stomachis rachel ray dog food made in the usatop organic dog food companiesall natural dog food ratingsnatural puppy food brands

healthy natural dog fooddog food "made in the usa"natural frozen dog foodanmal food supplementsdry dog food supplement

all natural dog food brandstop all natural dog food brandscanned dog food sensitive stomachbest dog food bowldog food bowl holder made with tree branches

brandon farms naturals dog fooddognfoodnatural anti-fungal cream for caninesnaturaldogfoodorganic grain free dog foods

hanging metal dog food bowlpedal operated dog food bowlpremium natural dog foodpremium organic dog foodeco friendly dog food

"nature's logic"brandon farms dog fooden dog foodtop best dog foodswhole foods organic dog food

eco-friendly puppy food best weight control dog foods seafood

Dog FoodQuality Score = 5

Your Broad Match KeywordQuality Score = 5Bid = $1.00

premium all natural dog foodp g

[Premium All Dog Food]Competitors’Exact Match [Premium All Dog Food]

Quality Score = 8Bid = $1.00

Exact Match Keyword

Exact Match

Beats

Phrase MatchPhrase Match

Beats

Broad Match


The Match T pe Ke ord TrapThe Match Type Keyword Trap


The Match T pe Ke ord TrapThe Match Type Keyword Trap


Equalize ReturnEqualize Return

10% C R t

Exact10% Conv Rate

$1.00 CPC100 Clicks / $100 Cost

$10 per CPA

Phrase

$10 per CPA

5% Conv Rate$0.50 CPCPhrase 100 Clicks / $50 Cost$10 CPA

1% C R t

Broad1% Conv Rate

$0.10 CPC100 Clicks / $10 Cost

$10 CPA


$10 CPA

Tune The TrapTune The Trap

• Watch Search Queries• Add Negative Keywords• Add New Keywordsy• Promote Keywords to Phrase/Match• Adjust Bid ChangesAdjust Bid Changes

• All Match Types in Separate Ad Groups


Isolate YourIsolate YourBrand KeywordsBrand Keywords


Brand KeywordsBrand Keywords Are DifferentAre DifferentThey have low Costs Per ClickThey have low Costs-Per-ClickThey get high Quality ScoresThe get spectac lar CPCsThe get spectacular CPCs

These numbers radically distort metricsThese numbers radically distort metrics in your Ad Groups and Campaigns


A Sample BrandA Sample Brand StructureStructure Camp: Brand Keywords Camp: Brand-Related Keywords Camp: Brand Keywords AG: Pure Brand ClickEquations Click Equations

Camp: Brand-Related Keywords AG: Brand Economics ClickEquations pricing ClickEquations setup fee

AG: Brand Misspell ClickEuations ClikEquations

AG Brand Navigation

AG: Brand+People ClickEquations Danuloff ClickEquations Holt

AG: Brand+Categoriesg ClickEquations Website www.clickequations.com

g ClickEquations search platform ClickEquations search software

AG: Brand Plus ClickEquations bid algorithms

And negative your brand term in all other campaigns

ClickEquations bid algorithms ClickEquations revenue attribution


And negative your brand term in all other campaigns

Impression Share:When Keywords FailWhen Keywords Fail

You buy the

21

You buy the keyword.

People type queries thatmatchmatch.

Your adYour addoesn’t display.


Impression Share ReportsImpression Share Reports


Impression Share ExactImpression Share Exact


The Value of Lost IS ExactThe Value of Lost IS Exact


Regaining Lost Impression ShareRegaining Lost Impression Share

ISL t B d t• ISLost-Budget• Raise your budget

• ISLost-Rank• Rank = Bid x Quality Score

• Raise your bid and/or Quality Score

• Do You Want To Regain it?• Match Type – Too Broad

• Irrelevant Keywords (all MTs)y ( )

The Economicsof Quality Scoreof Quality Score


Th E iThe Economicsof Quality Scoreof Quality Score


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“Th l f id h i h l“The glory of paid search is hyper relevance and how absolutely data driven it is. If your goal is to be the best you can be at paid search, then your path goes through this book. Avinash Kaushik - Author: Web Analytics 2.0


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Amazing PPC Tactics - Danuloff - SMX London - ClickEquations