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#thinkppc
Maximize Your Revenue in Paid
SearchHOSTED BY:
#thinkppc
Presenter
• Jacob Brown– Account Manager
– Blogger on PPC Hero
– @jakebrownppc
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Quick Agenda
• How well are you currently maximizing your revenue?
• How can you improve and grow revenue while staying within ROAS goals?
Two Goals of Analysis
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How well are you currently maximizing revenue?
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Impression Share Reporting
Step 1: Download a keyword list with performance metrics: Clicks, Impressions, Cost, Conversions, Total Conversion Value, and Lost IS Due to Rank.
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Impression Share Reporting
Step 2: Add ROAS Data in Raw Data Sheet
Step 3: Show how many impressions have been received and how many impressions have been missed by using a formula for missing impressions:=(Impressions/(1-Search Lost IS Due to Rank))*Seach Lost IS Due to Rank
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Impression Share Reporting
Step 4: Add filter and sort by your performance metric
Step 5: Based on your goals, label each keyword how you would want to see statistics. An example of this is to label keywords: 1000% ROAS and Over, 700-999% ROAS, 500-699% ROAS, 300-499% ROAS, 100-299% ROAS, Under 100% ROAS
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Impression Share Reporting
Step 6: Create a Pivot Table using these labels to view what % of impressions have been lost on your top performing keywords. The formula: lost impressions/(impressions + lost impressions) will give you a % of auctions you missed out on for each set of keywords.
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How can you improve and grow revenue while staying
within ROAS goals?
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Bid Methods From Impression & Performance Data
Make Bid Changes on Keywords with Multiple Sales and Above Your ROAS Goals. Often I utilize the formula: =(revenue/click)/roas goal.
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Bid Methods From Impression & Performance Data
Try running a similar analysis by Day of Week at campaign level, and place bid modifiers where there is room for growth
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Bid Methods From Impression & Performance Data
Do the Same with Hour of Day Data
