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Mastering PPC & Its Impact On Your Overall Marketing Strategy

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Diane Anselmo• Associate Director of Services• @diane_anselmo

Jeff Baum• Associate Director of Services• @jeffbaum71

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• 5+ hours per day spent online

• Visit 10+ Sources before converting

* Recent Google Study

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How Do We Master PPC in Such a Complex Environment?

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Welcome

YouTube

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YouTube

• 1,000,000,000 users

• 65% of YouTube ads clicked drive a resulting brand name search

• Brand engagement opportunity

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YouTube

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YouTube

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• Story Telling Through Video

• Creates a Funnel to Your Sales Process

YouTube

Remarketing

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YouTube

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YouTube

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• How complex is your sales cycle?

• Keep building the funnel?

Or…..

• Go right for the conversion?

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YouTube

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• Create video that’s fun and engaging. Ideally a ‘digital first’ asset

• Include CTA’s in the first 5 seconds• Consider your metrics. Solely measuring on

cost per acquisition can cut YouTube ‘off at the knees’

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YouTube

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Welcome

Dynamic Search &

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Dynamic Search Ads

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Dynamic Search Ads

• 15% of all user searches are unique• Can’t be reached through normal keyword

targeting

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Dynamic Search Ads

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How Dynamic Search Ads Work

• Targeting based upon the content of your website & landing pages

• Headlines dynamically generated based on user queries

• DSA’s rank in the auction the same as a keyword targeted ad. If dynamic and keyword targeted ad are in same auction, the keyword targeted ad takes precedence

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Setting Up DSA’s

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Dynamic Remarketing

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Dynamic Remarketing

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Dynamic Remarketing

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Dynamic Remarketing

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Dynamic Remarketing

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Welcome

Advanced Bidding

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Advanced Bidding: Profit Bidding Model

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Advanced Bidding: Profit Bidding Model

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● Understand the full value of your ppc customers including lifetime value

● Make reasonable assumptions about each value factor so revenue can be estimated

● Factor out gross margins and advertising costs

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Advanced Bidding: Profit Bidding Model

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● Test areas of account that’ll provide enough conversion data

● Common practice to increase bids 25%-30%● Understand your sales cycle to determine

appropriate length of test● Don’t set and forget. These are big bid

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Advanced Bidding: Profit Bidding Model

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● Increasing bids led to higher avg position and more conversion

● CPA increased 20% BUT profit increased 143.75%!

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Advanced Bidding: Profit Bidding Model

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● Granularity● Performance Variance by Product

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Advanced Bidding: Profit Bidding Model

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● Account Structure is Key. Group Most Profitable Products and Services Together

● Bids Need to Make Sense for Your Business

● Test in Aggregate to Prove Concept Then Get Granular

Advanced Bidding: Profit Bidding Model

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● Innovation: Thinking About your PPC differently

● Growth: Removes Growth Limitations CPA and other efficiency metrics Cause

● Bidding is Strategic: Align with & Support Business Goals. Not Just a Tactic

● Making Total Profit the KPI: Scales your PPC more quickly#ppcherolive

Advanced Bidding: Profit Bidding Model

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Welcome

Attribution

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What is Attribution Modeling?

A way of determining how to credit conversions at different points within the e-commerce of lead generation process.

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Attribution Types

• Last Interaction: Last interaction is credited for the conversion

• First Interaction: First interaction is credited for the conversion

• Linear: Each interaction is credited equally• Last Non Direct Click: Last channel click

that’s not direct traffic is credited

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• Last Adwords Click: The last AdWords click is fully credited for the conversion

• Position Based Model: Conversion is mostly weighted between first and last interaction with even distribution within the middle transactions.

• Time Decay Model: Interactions closest to the conversion is credited the most.

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Attribution Types

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Attribution in Action

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Attribution in Action

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Attribution Modeling Benefits

• Better understanding of the full value of paid search

• Data can be used to inform both your paid search and overall digital marketing strategy

• Offers guidance on how to allocate ppc budget and how to think about optimizations

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Attribution: Final Thoughts

Implement an attribution model that makes the most sense for your business. Incorporating the wrong model will lead incorrect conclusions and strategic misalignments.

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#ppcheroliveDiane Anselmo | @diane_anselmo

Thanks for joining us!

Jeff Baum | @jeffbaum71