Paid Search Campaigns:How to Excel with Analytics

Jon MorrisFounder & CEO

Rise Interactive

• Univ. of Chicago Booth alum, MBA Class of 2005

• Started Rise Interactive with $10,000 in 2004

• Transformed the agency into a multi-million dollar business in 8 years

• Interactive Investment Management (IIM)

About Me

AT&T Stock Market Challenge

Interactive Investment Management

IIM Challenge

Same Budget

Same Company

One Winner

IIM in Its Infancy

1792 1982 2013

Competitive Reporting

Ask the Right Questions

Akinator the Web Genie

Homework Assignment

Five Essential Questions

1. What Are Your Goals/Objectives?

2. What Is Your Budget?

3. How Are You Performing Against Those Goals?

4. What Is Driving That Performance?

5. What Are You Doing About It?

Define Quantifiable Goals

• E-Commerce• Lead Generation• Branding

E-Commerce

• Return On Ad Spend (ROAS)– Average Order Value– CPC– Conversion Rate

• Cost Per New Customer (LTV)– CPC– Conversion Rate– Database Filtering

• Awareness

Lead Generation

• Average Order Value• Conversion Rate• Margin • Cost Per Lead

Measuring Brand Engagement

BRAND METRICS CALCULATOR

Engagement Type Point Value

Request a Meeting 200

Download White Paper 40

Watched Video 10

Opted in to the newsletter 5

Navigated four plus pages 4

Navigated three pages 3Sample

Lifeline Report

Week Leads Cost CPLWeekly Goals 250 12,500$ 50$

1/6/2013 96 7,240$ 75$ 1/13/2013 167 11,250$ 67$ 1/20/2013 265 12,470$ 47$

Answering Questions

1. Questions

2. Data Sources

3. Reporting Structure

4. Insights

5. Optimization

Does my messaging differentiate me from my competitors?

Paid Search: Text Ads“Auto Insurance”

How do I ensure my ads only appear if my product is in stock and competitively competitors

priced?

Out-of-Stock & Discontinued Items

FeedPro Campaign

Ad Group 1(Product 1)

Keyword 1.1(SKU)

Keyword 1.2(Brand SKU)

Keyword 1.3(Prod_Name)

Text Ad 1.1(Always On)

Text Ad 1.2(On Sale)

Text Ad 1.3( Free Ship)

Ad Group 2(Product 2)

Keyword 2.1(SKU)

Keyword 2.2(Brand SKU)

Keyword 2.3(Prod_Name)

Text Ad 2.1(Always On)

Text Ad 2.2(On Sale)

Text Ad 2.3(Free Ship)

PAUSED

PAUSED

PAUSED

PAUSED

PAUSED

In StockNot on SaleFree Shipping

Not In StockOn SaleNo Free Shipping

Out-of-Stock & Discounted Items

SKU

1234A

1234B

1234C

1234D

1234E

1234F

1234G

Product Name

Product A

Product B

Product C

Product D

Product E

Product FProduct

G

Client Price

100

150

15

120

23

32

5

Competitor Price

80

140

20

110

26

25

7

% Difference

20%

7%

8%

22%

Competitive PricingFeedPro

How do I ensure my ads are as targeted as possible when the

attributes are constantly changing?

Text Ads

Text Ad Template:[City] ApartmentsFind 1 to [MaxBR] Bedroom [City]Apartments Now From Just $[MinRent]

Text Ad Output:Santa Monica ApartmentsFind 1 to 3 Bedroom Santa MonicaApartments Now From Just $1200

MSA City Properties MinRent MaxBRLos Angeles CA Santa Monica 33 1200 3

The Solution: Example

How much are my competitors spending on paid search?

Paid Search: Overall SpendCategories

Source: AdGooroo

Paid Search: Overall SpendInternet Marketing Services: Top Advertisers (monthly)

Source: AdGooroo

Advertiser Spend Imp Clicks CTR CPC Pos Coverage

seop.com $484,771 1,276,668 66,100 5.18% $7.33 0.5 78%

constantcontact.com $402,514 2,480,775 169,015 6.81% $2.38 0.9 86%

icontact.com $319,173 1,555,339 69,859 4.49% $4.57 1.1 95%

rankpay.com $160,847 997,637 23,349 2.34% $6.89 2.6 79%

campaigner.com $150,155 641,815 11,893 1.85% $12.63 2.4 94%

customermagnetism.com $140,339 563,983 16,588 2.94% $8.46 0.7 69%

seo.com $139,725 470,952 20,070 4.26% $6.96 2.8 62%

Paid Search: Budget Allocation

Category 1 Category 2

What keywords are my competitors spending money on in the search

engines?

Paid Search: Overall SpendTop Keywords

Source: AdGooroo

Keyword Spend Imp Clicks CTR CPC # Ads Seen Coverage Advertisers

seo $510,737 2,888,512 87,530 3.03% $5.84 4.63 69.81% 15

email marketing $219,354 511,393 7,750 1.52% $28.30 4.06 89.37% 8

search engine optimization $182,146 888,950 20,698 2.33% $8.80 4.56 55.89% 24

seo company $122,420 539,060 11,709 2.17% $10.45 4.16 50.95% 21

seo services $112,968 491,307 12,226 2.49% $9.24 4.69 60.45% 17

seo companies $58,758 258,927 5,225 2.02% $11.25 4.65 51.27% 21

internet marketing $38,010 242,649 6,000 2.47% $6.33 1.91 36.46% 12

Paid Search: Keyword OverlapKeywords unique to statefarm.com

Source: SpyFu

Are my text ads and landing pages targeted to the keyword searched?

Paid Search: Targeting“Chicago Auto Insurance”

Paid Search: Targeting“New York Auto Insurance”

Paid Search: TargetingState Farm

Paid Search: TargetingGEICO

1. Master the 5 Questions

2. Quantify Your Goals/Budget

3. Question Data Reporting Insights

4. Maximize Budget for Top Performers

5. Understand What Makes You Great

Key Takeaways

Move The Needle

Move The Needle

- Go to Google and search for the paid searchads and landing pages of three competitors.

- Jot down the strengths and weaknessesof each one.

- After comparing yourself to the competition,ask yourself: what makes me great?

"Move the Needle"

Thank You

Jon Morris

Founder/CEO, Rise Interactive

jon.morris@riseintearctive.com

@jonbmorris

@riseinteractive

www.onlinemarketinginstitute.org