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Unlock the Magic of Segmentation
Seattle Search Network
@blastam
Using just the AdWords Interface!
@amyppc
Use the Magic of Segmentation to:Segmentation
Use the Magic of Segmentation to:
Expertly solve problems
Swiftly achieve extraordinary results
Become deeply knowledgeable about your account
Segmentation
There is no perfect Pepsi, only perfect Pepsis.
-Howard Moskowitz
verbto “slice and dice” into meaningful, actionable groups
nouna meaningful, actionable market or data set
Magical segments are meaningful and actionable.
Segmentation
We’ll use “segment” to mean:
Don’t be Fooled by Randomness!
Segmentation
Meaningful segments have similar:
Meaningful segmentation teaches us:about our audienceabout our account
market segmentswantsneedsdemand characteristics
data segmentsbehaviorsettings requirements
0
175
350
525
700
u s h w p d f m b t e k g l a c i r q n o v j y x z
$19 $22$51
$22 $32 $22 $25 $24$49 $33 $23
$106
$62$35
$71 $59$29 $45
$14$42 $32 $38
$95$126
$0 $0
CPLLeads
Segmentation
Search Terms: Alphabetically
Segmentation
How to Daypart according to the internet:
Segmentation
Actionable segmentation allows us to make improvements to our account based on what we’ve learned.
Thanks a lot, tablets.
Segmentation
How actionable is population data?
Implement & Take Action
Optimize Performance
Segment & Analyze Data
Segmentation
There’s a lot we can do with meaningful, actionable segments
Segmentation
There’s a lot we can do with meaningful, actionable segments
Doing
Growth
Learning+
=
Analysis:What can we learn from
our data?
Analysis
Analysis
9 leads from this location extension? Wow!Apply Segment
Segments help tell the whole story
Oh! It’s actually 0 leads....
segment button
dimensions tab
tools
reportsdisplaytab
settings
structureaudience date range
columns
Analysis
Any screen gives you multiple ways to view data
Analysis
Most segments can be instantly applied
Analysis
Find Out:How can we unlock secret
segments?
Analysis
These segments can be yours once you add them
Household Income
Universities
Airports
Central Commercial Areas
Analysis
From “Settings” Tab...
Be sure to save!
Find Out:What can we learn about our
customers?
Analysis
Analysis
What are our customers looking for?Dimensions: Search Terms
Analysis
How quickly do they take action?Tools: Time lag
Analysis
What actions are our visitors taking?Segment: Conversion name or category
Analysis
What actions are our visitors taking?
Segment: Click Type
Analysis
What actions are our visitors taking?Dimensions: Call Details
Analysis
What actions are our visitors taking?Segment: View Type
Analysis
Who are we reaching? Display Tab: Demographics (Use with caution)
Find Out:What can we learn about
ourselves?
Analysis
Analysis
Are we consistent in our application of Settings?Dimensions: Campaign Details, Ad Group Details
Analysis
What’s impacting our performance?Dimensions: Top Movers
Analysis
Does SERP location matter?Dimensions: Top v Other
Analysis
Is PPC cannibalizing organic?Dimensions: Paid & Organic
Analysis
How are our ad extensions actually performing?Segment: This extension v other
Analysis
How are our experiments doing?Segment: Experiment
Analysis
How is Anything doing (wild card)?Dimensions: Labels
Implementation:How do we use what we learned to take action?
Implementation
Implementation
How do keywords perform against specific ads?Segment: Keyword / Placement
Try This:Adjust Network Targeting
by Performance
Implementation
Implementation
How do campaigns perform across networks?Segment: Networks
Implementation
Tighten networks for better control
Try This:Adjust bidding for the
“mobile moment”
Implementation
Implementation
How is mobile performing in 2015?Segment: Device
Implementation
It may be time to change mobile bidsAdWords suggests: (mobile conversion rate / desktop conversion rate) — 1
Try This:Don’t be a victim of location targeting
Implementation
Implementation
Dimensions: Geographic= Matching Against
Implementation
User Locations: Actual Location
Implementation
Option 1: Change Location Settings
Implementation
Option 2: Change Location Targeting
Implementation
Adjust Bids (when there’s a reason!)
Implementation
Distance: Location Extensions
Implementation
Add Location ExtensionTargeting
Implementation
Distance Targeting: Location Extensions
Get Extraordinary Results
Optimization
Implement & Take Action
Optimize Performance
Segment & Analyze Data
Optimization
Combine meaningful segments & action for accelerated growth
Optimize Account Performance
feat. Campaign Structure
Optimization
Optimization
Find Out: What product & themes convert?Segment by Campaign
$0
$50,000
$100,000
$150,000
$200,000
PPC Non-Mobile New Releases Strategic Top 20 Competition
Revenue
Optimization
Try it out: Restructure accountOptimize campaigns for better targeting & sales
$0
$200,000
$400,000
$600,000
$800,000
Brand Only Distribution Partner Product Items Characters
Revenue
Optimization
Results: +280% RevenueVisibility & optimizations led to huge growth
$0
$750,000
$1,500,000
$2,250,000
$3,000,000
Cost Revenue
Old Structure Re-Org
Optimize LP/ UX
Optimization
feat. Destination URLs
Optimization
Find Out: What LPs are working best?Segment by Dimensions: Destination URL
imageCalculator LP
Pros & Cons LP
Optimization
Try it Out: Create an ExperimentSplit test LP traffic
disadvantages of reverse mortgage
Disadvantages of Reverseacmemortgage.org/Learn the Pros & Disadvantages ofReverse Mortgages - Learn More!
Pros & Cons LP
Caclulator LP
Optimization
Results: Calculator LP convertsAdd calculator to Pros & Cons, or switch LP
image
Calculator LP
Pros & Cons LP
Optimize Ad Copy
Optimization
feat. Labels & Search Terms
Optimization
Elk Grove Urgent Careacmehealth.org/urgentcare/See Hours and Wait Times NowExpert Care by ACME Doctors
ACME Health Urgent Careacmehealth.org/urgentcare/No Appt Necessary, Walk Right InSee Elk Grove Wait Times & Hours
82 ads across 23 ad groups...
City Headline Brand Headline
Optimization
Find out: Which treatment is better? Segment by Dimensions: Labels
Brand
There is no perfect headline, only perfect headlines.
Optimization
Find out: What search terms in play? Segment by Dimensions: Search Terms
Brand
Optimization
Try This: Negative match brand termsCompare performance after 30 days
Brand
Optimization
Results: +14% CTR, +7% Conv. RateAfter removing brand terms, v prior period
0%
3%
6%
9%
12%
CTR Conv Rate
April - June July - Sept
Use the Magic of Segmentation to:
Know how to solve problems
Swiftly achieve extraordinary results
Become deeply knowledgeable about your account
Segmentation
Segmentation
Your segmentation “Call to Action”
Try a new approach to segment your data in a way that’s meaningful & lets you take action
Q&A
Download/Share this Presentation http://blast.am/ppcsegmentationmagic
Download/Share Blast’s Google Analytics Reference Guidehttp://blast.am/gauserguide
@amyppc @blastam
Roseville Office950 Reserve Drive, Suite 150
Roseville, CA 95678
San Francisco Office625 Second Street, Suite 280
San Francisco, CA 94107
New York Office261 Madison Ave, 9th Floor
New York, NY 10016
Phone (888) 252-7866 Email [email protected] www.blastam.com