Embed Size (px)
Citation preview
04 : 16 : 2012
Managing
Large Budgets
Without
Losing Your Mind
2
Leaders in B2B SEM
TOP 30 AGENCYUS
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within
publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing
@Mel66
What Makes You Lose Your Mind as a PPC Manager?
@Mel66
Help is On the Way!
@Mel66
Plan: A Little Planning Goes a Long Way
• Clearly establish KPIs & measurement method
@Mel66
Plan: A Little Planning Goes a Long Way
• Use channel conversion tracking!
@Mel66
A Little Planning Goes a Long Way
• Map out account structure ahead of time
@Mel66
A Little Planning Goes a Long Way• Get granular, but not TOO granular
Keyword Set: Delivery Rentaldelivery trucks for rentrent delivery trucksdelivery truck for rentdelivery vans for rentdelivery truck rentaldelivery trucks rental
Keyword Set: Flatbed Rentalrent flatbed truckflatbed pickups for rentflatbed trucks for rentflatbed trucks to rentrent flatbedsflatbeds for rentFlatbed truck for rentflatbed truck rentalflatbed rental
Keyword Set: Semi Truck Rentalsemi truck rentalsemi trucks for rentsemi trucks rentalsemi truck for rentsemi truck for leaserent international semi trucksrent semi truckrent semi trucks
Granular Insanity
Keyword Set: Delivery Rental - Trucksdelivery trucks for rentrent delivery trucksdelivery trucks rental
Keyword Set: Delivery Rental - Truckdelivery truck for rentdelivery truck rental
Keyword Set: Delivery Rental - Vansdelivery vans for rent
Keyword Set: Rent Flatbed Truckrent flatbed truck
Keyword Set: Flatbed Truck for RentFlatbed truck for rent
Keyword Set: Flatbed Pickupsflatbed pickups for rent
Keyword Set: Flatbed Trucks for Rentflatbed trucks for rentflatbed trucks to rent
Keyword Set: Flatbed Truck Rentalflatbed truck rentalflatbed rental
Keyword Set: Flatbedsrent flatbedsflatbeds for rent
@Mel66
Prepare: More Than Just a Name
• Campaign naming structure helps sort & filter
@Mel66
Prepare: More Than Just a Name
• Helps with PPC engine management and analytics segments
@Mel66
Tools of the Trade
• AW Editor at minimum– Holistic view of the account– Bulk updates
@Mel66
Tools of the Trade
• Many good campaign management & reporting tools, use if you can afford them
@Mel66
Tools of the Trade
• Other great tools:
@Mel66
Don’t forget web analytics to get the whole picture
FREE!
Tools of the Trade
@Mel66
Prioritize!
• Structure helps here– Can sort by spend, cost/conversion,
whatever
@Mel66
Prioritize!
• Structure helps here– Set up filters to quickly assess
performance of different campaigns or segments• Good naming structure is critical for this
@Mel66
Prioritize!
• If a product, service, keyword, whatever is mission-critical, put it in its own ad group, campaign, or even account– Yes, some clients have multiple Adwords
accounts (one of ours has 28)
@Mel66
Prioritize!
• Budget & settings control
@Mel66
Prioritize!
• Use custom alerts
@Mel66
Prioritize!
• Better ad copy testing
Android 2.3 HTC PanacheLarge Touchscreen, 2.3 Android OS.Get Yours Now For Only $199.
All Androids FreeHurry, Get Any Phone Free!Plus Up To 20% Off Accessories.
4G Android 2.3 PanacheGet The New HTC Touchscreen AndroidSave $300 Off the Regular Price!
Android PhonesGet the Latest Androids Free!Plus, We’ll Buy Out Your Contract.
Free AndroidsCheck Out Our Latest Free Androids,& Unlimited Data Plan Options!
Android PhonesFree Androids, Free Activation!Wireless Contract Buyout Available.
{KeyWord:All Androids Free}Get Any Phone Free When You Switch.We'll Even Buy Out Your Contract!
{KeyWord:Online Android Deals}Switch Now & Get Any Phone Free!Plus Up To 50% Off Accessories.All Androids Are Free
Switch Now & Get Any Phone Free!Plus 3 Mos. Free Smartphone Data.
@Mel66
Prioritize!
• Easier reporting for the clientEngine Clicks Impr Cost CTR Avg CPC Avg posGoogle AdWords 8182 56798 2122.95 0.14 0.26 1Microsoft adCenter 4988 27741 1116.78 0.18 0.22 1Google AdWords 3209 9539 474.01 0.34 0.15 1Google AdWords 1766 32400 2330.77 0.05 1.32 1.21Google AdWords 1017 31628 1230.27 0.03 1.21 1.35Google AdWords 658 146016 2802.09 0 4.26 2.02Google AdWords 595 1057179 1670.39 0 2.81 1Google AdWords 426 62104 1824.03 0.01 4.28 1.82Google AdWords 351 60019 1652.47 0.01 4.71 1.66Google AdWords 317 3091 248.85 0.1 0.79 1.02Google AdWords 305 2710 8.46 0.11 0.03 1Google AdWords 283 92706 1536.36 0 5.43 1.73Google AdWords 226 8049 1202.87 0.03 5.32 2.02Google AdWords 208 17847 298.3 0.01 1.43 1.34Google AdWords 202 7546 264.69 0.03 1.31 1.72Google AdWords 200 44103 914.41 0 4.57 1.88Google AdWords 161 77715 875.75 0 5.44 2.86Google AdWords 137 23203 1149.48 0.01 8.39 1.54Google AdWords 122 5666 247.44 0.02 2.03 1.27Google AdWords 60 10740 240.21 0.01 4 2.22Google AdWords 60 487 2.14 0.12 0.04 1.01Google AdWords 52 3152 77.55 0.02 1.49 1.4Google AdWords 42 465 39.53 0.09 0.94 1.01Google AdWords 30 480 29.42 0.06 0.98 1.45Google AdWords 24 1172 41.43 0.02 1.73 1.36Google AdWords 18 2746 65.02 0.01 3.61 1.18Google AdWords 13 1419 25.71 0.01 1.98 1.52Google AdWords 11 115 4.4 0.1 0.4 1.06
@Mel66
Prioritize!
• Easier reporting for the client
What Happened This Month?> Insight A> Insight B> Insight C
What Does That Mean?> Implication A> Implication B> Implication C
What Do We Recommend?> Recommendation A> Recommendation B> Recommendation C
Client PPC DashboardJanuary 2012
Monthly Performance Overview{MostImportantCampaign} Trending
01,0002,0003,0004,0005,0006,0007,0008,0009,00010,000
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Clicks CTR CTR (Momentum)
@Mel66
Procure Assistance: Get Help!
– Tools help a lot
@Mel66
Procure Assistance: Get Help!
– Divide & conquer:• Junior staffer or
intern to help w/nitty gritty– Daily budget
monitoring– KW research– Ad testing / copy
brainstorming– New campaign
setup– Report data pulling
& formatting
@Mel66
Procure Assistance: Get Help!
– Your search engine reps can also assist – make them earn their pay!• Data pulling• Presentation creation• Help w/setting up
campaigns• Just be careful of
their “optimizations”
In Summary
• Plan• Prepare• Prioritize• Procure (help)
