Amanda West-BookwalterAccount Manager at Hanapin Marketing, handling both e-commerce and lead generation accounts

Blogger at PPC Hero

The Two Halves of SEM

SEO

PPC

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Andy’s System Can Be Applied to Both Halves

I don’t do any of this stuff.But I can still use the system.

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All PPC, All the Time

Alive and well

R.I.P.

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PPC’s Guiding Formula

Spend

CPC

Conversion

RateLeads

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When We Optimize…

Spend

CPC

Conversion

RateLeads

We want this to be

lower

We want this to be

higher

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Ad Rank Determines Your CPC

• Bid Management• Bidding options

• CPC, CPA

• Frequency of bid changes

• Device management

• Competitor analysis

• Quality Score• Click-through rate

• Ad text• Negative keywords• Close variants• Ad reviews

• Account structure• Size of ad groups• Ad to keyword

relevance• Landing page

experience

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Lots of Things Determine Conv. Rate

• Targeting Options• Networks

• Keywords to bid on

• Geotargeting

• Dayparting

• Negative keywords

• Landing Pages• LP reviews to match to

keyword performance• Site designs• Conversion rate

optimization• Number of required

fields in your forms• How ad text interacts

with LPs

#smx #21B @Amanda_WestBook

PPC According to Andy (and me)C

han

ge in

CPA

Effort

High Movement – Low Effort• Close variants• New bidding options • Reducing required fields

High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks

Low Movement – High Effort• Account restructures• Competitor analysis

Low Movement – Low Effort• Negative keywords• Routine bid changes

Only a Sample!

As always, your mileage may vary

Negative keywords!

Super efficient!

Negative keywords! A

waste of resources!

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Predict the Future

• What is your mileage going to be?

Who

knows?

You.

You’re

supposed to

know.

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The Importance of Projections

• Get scientific with your approach

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Deciding which new technique to deploy

• List all of the cool conference stuff you have

• Identify what that cool conference stuff is supposed to change

• See if it works

• Record results, report to superiors, keep doing that

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Think Through Your Changes

Spend

CPC

Conversion

RateLeads

Will the change

reduce this?

Will the change

increase this?

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Look at Your Past Performance

And identify what that action is supposed to change (this is your hypothesis)

KW expansionNew engine

New targetingLooser dayparting

New devices

Negative KWsMore restrictive

match typesTighter dayparting

#smx #21B @Amanda_WestBook

Look at Your Past Performance

Use this hypothesis to project the effect of changes

New ad test.Hope for 5%

improvement.

This projection only increases CTR 5%, which gives 5% increases to clicks, spend and conversions

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Look at Your Projections

Life (and PPC) is complicated. Higher CTRs can affect other stats. What else could

you change?

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Consider all the angles

• Project all of

your new

ideas

• Decide which

have the

most

potential

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PPC According to You (not Andy or me)C

han

ge in

CPA

Effort

High Movement – Low Effort• Close variants• New bidding options • Reducing required fields

High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks

Low Movement – High Effort• Account restructures• Competitor analysis

Low Movement – Low Effort• Negative keywords• Routine bid changes

You can decide where PPC projects fall on this chart according to your

own projections and experience.

#smx #21B @Amanda_WestBook

Project Once (or Twice), Measure Once

• Be like kids in

science class – collect

and record your data

• Know what went

wrong

• Even if things get

better, you want to

know why they’re

better for the next

experiment

Some tests win, others don’t

SAMPLE CONTENT

GOES RIGHT HERE

IN THIS SPACE.

Factor that into your projections

Ad Testing

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Some tests win, others don’t

Negative KWs

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Some tests win, others don’t

New Site Launch

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Moral of the Story

The more you test, the more you’ll learn

The more you know, the better you can project

The better you project, the better you can

prioritize.

#smx #21B @Amanda_WestBook

Decide Movement/Effort Better and BetterC

han

ge in

CPA

Effort

High Movement – Low Effort• Close variants• New bidding options • Reducing required fields

High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks

Low Movement – High Effort• Account restructures• Competitor analysis

Low Movement – Low Effort• Negative keywords• Routine bid changes

#smx #21B @Amanda_WestBook

Decide Movement/Effort Better and BetterC

han

ge in

CPA

Effort

High Movement – Low Effort• Close variants• New bidding options • Reducing required fields

High Movement – High Effort• Landing page experience• Conversion rate optimization• Dedicated ad testing• Adding new networks

Low Movement – High Effort• Account restructures• Competitor analysis

Low Movement – Low Effort• Negative keywords• Routine bid changes

#smx #21B @Amanda_WestBook

PPC Wooly Willie!C

han

ge in

CPA

Effort

#smx #21B @Amanda_WestBook

Final Thoughts

Decide if conference lessons are actionable

or theoretical

Ex. Did you learn a new way to do bid changes,

or did you learn a new way to think about

bidding?

Theoretical stuff isn’t going to directly affect

CPA as much, but it will change the way you

think about and do stuff (possibly all of your

stuff)

#smx #21B @Amanda_WestBook

Then go out and do

your stuff.

amanda.west-bookwalter@hanapinmarketing.com

#smx #21B @Amanda_WestBook