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SELECTIVE HEARINGWhen you shouldn’t listen to Google to get better PPC results
Lance Loveday CEO, Closed Loop
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DON’T BE EVIL
and other things big companies shouldn’t say
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HOW TO LOSE FRIENDSand piss off big companies
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GOOGLE IS GOOD
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GOOGLE IS EVIL
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GOOGLE IS A BIG PUBLIC COMPANYand will act in its own interests (not yours)
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CONFLICT OF INTEREST?
GoogleAdvertisersShareholders
LET’S OPEN AN ADWORDS ACCOUNT!
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WHAT COULD GO WRONG?
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Canada?
Display?
WTF?
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THAT TOTALLY MAKES SENSE!
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AD DELIVERY - KEEP CONTROL
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BID STRATEGY - KEEP CONTROL
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MOBILE BID ADJUSTMENTS - USE THEM
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MOBILE PHONE ADS CAN EASILY DRAIN YOUR BUDGET
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SEARCH PARTNERS CAN DRAIN YOUR BUDGET
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LOCATION OPTIONS
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BUDGET
???
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YOU HAVE TO CHANGE THESE SETTINGS FOR EACH CAMPAIGN!!!
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GOOGLE ADDS NEW SETTINGS SOMETIMES
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AND THEY WILL USUALLY DEFAULT YOU TO WHATEVER SETTING MAKES THEM THE MOST MONEY
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EVEN LARGE ADVERTISERS GET CAUGHT OUT SOMETIMES
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GENERAL GUIDELINES▪ Never combine Search & Display in the same campaigns ▪ Never let Google decide how to spend your budget ▪ Enable conversion tracking ▪ Name Campaigns & Ad Groups intuitively ▪ Develop a granular account structure ▪ Use Broad Match sparingly ▪ Add negative keywords regularly ▪ Set your bids manually ▪ Have AT LEAST two ads per Ad Group ▪ Rotate ads indefinitely - always be testing ▪ Review your settings for all campaigns quarterly ▪ Use ad extensions ▪ Match your ad and landing pages - headlines at minimum
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HAVE LIMITED BUDGET?▪ BUY THE MOST VALUABLE TRAFFIC FIRST ▪ Turn off Search Partners ▪ Tighten location targeting ▪ Add location/IP exclusions ▪ Tighten up ad scheduling (only run ads during business hours, for example) ▪ Apply a mobile bid modifier (-100% if you want to disable mobile ads) ▪ If running mobile ads ▪ Create mobile-targeted ads ▪ Enable call extension (esp for mobile ads) ▪ Use Exact & Phrase match keywords (not Broad) ▪ Test Remarking & Similar Audience Targeting
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THAT’S THE BAD NEWS
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THAT
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GOOD NEWS
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NOT ALL ABOUT GOOGLE (OR SEARCH) ANY MORE
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SearchRetargetingSimilar AudienceSites/Ad NetworksSocial Advertising
57% Search
92% Search
GOOGLE PROVIDES A TON OF DATA
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ADWORDS IS LIKE THE MATRIX?!?!
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SMART ADVERTISERS CAN WORK THE SYSTEM
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NEW AD LANDSCAPE REQUIRES NEW THINKING
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BECOMING A DATA SCIENTIST
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BUT GOOGLE’S NATIVE REPORTING SUCKS
SOLUTION:
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A BETTER DASHBOARD
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A BETTER DASHBOARD
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TEXT/IMAGE AD MIX
2013 2014
Security
Security
Firewall
Network
Firewall
Network
Data Security
CertificationCertification
Security Tools
Security ToolsSecurity Assessment
Security AssessmentSecurity Audit
Security GuidelinesSecurity Guidelines
Data Security
Security Report
Security Report
Network Security Devices
Network Security Devices
Network Security
Wireless Network SecurityWireless Network Security
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CAMPAIGN BREAKDOWN BY CONVERSIONS
Breakdown of conversions has purposely shifted toward higher quality categories.
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LEADS BY COUNTRY BY MONTH
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GEO PERFORMANCE
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REVENUE BY PRODUCT/PLAN
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HOW THESE VISUALS WERE CREATED
Data Sources
Data Aggregation Service
Data Visualization Tool
RECAP
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GOOGLE MAKES IT REALLY EASY TO SPEND MONEY
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IT’S ON YOU TO MAKE SURE YOU SPEND WISELY
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YOU CAN USE GOOGLE’S DATA TO GAIN A COMPETITIVE ADVANTAGE
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Q & A
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