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Alyssa BambrickSenior Account Manager
PPC: Stop Bidding, Start Living
© 2018 Seer Interactive • All Rights Reserved • Page 2
Heroes in Recovery is a movement ignited by Foundations Recovery Network and the widespread community of those who are in recovery from addiction and co-occurring disorders. We discovered that while 23 million people each year need help for addiction, only three million actually seek treatment. We’re looking to reach
the other 20 million– those who may not be seeking help due to the overwhelming stigma that often surrounds substance use and mental health disorders.
© 2018 Seer Interactive • All Rights Reserved • Page 3
History of PPC
© 2018 Seer Interactive • All Rights Reserved • Page 4
The Year is 1996
© 2018 Seer Interactive • All Rights Reserved • Page 5
The Year is 1996
© 2018 Seer Interactive • All Rights Reserved • Page 6
The Year is 1996
© 2018 Seer Interactive • All Rights Reserved • Page 7
Timeline of PPC
1996 1998 200019991997
Planet Oasis
Screws upAuction System
Real Time Bidding
References: https://www.duncanjonesnz.com/history-of-ppc-marketing/
© 2018 Seer Interactive • All Rights Reserved • Page 8
Timeline of ANB
1996 1998 200019991997
© 2018 Seer Interactive • All Rights Reserved • Page 9
Timeline of PPC
2001 2002-2003 2004 2006-2007 2008
85%
References: http://semgeeks.com/blog/history-ppc
© 2018 Seer Interactive • All Rights Reserved • Page 10
Timeline of ANB
Marketing & Management
Entrepreneurship
Minor In French
2001 2002-2003 2004 2006-2007 2008
© 2018 Seer Interactive • All Rights Reserved • Page 11
Timeline of PPC
2009 2010-2011 2012 2013-2017 2018
eCPC
Dynamic Remarketing
SMARTBIDDING
References: https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
© 2018 Seer Interactive • All Rights Reserved • Page 12
Timeline of ANB
2009 2010-2011 2012 2013-2017 2018
© 2018 Seer Interactive • All Rights Reserved • Page 13
Stop Bidding
© 2018 Seer Interactive • All Rights Reserved • Page 14
Smart Bidding
Enhanced CPC
Target ROAS
Target CPA
MaximizeConversions
Maximize Clicks
Target Search Page
Location
Target Outranking
Share
© 2018 Seer Interactive • All Rights Reserved • Page 15
Test with Experiments
Set to 50/50 split
Test should run for 4 - 6 weeks to gather enough statistical significance
Keep budgets in mind
© 2018 Seer Interactive • All Rights Reserved • Page 16
Increase visibility on first page or in top positions
LocationDay Parting
Automatically adjusts your manual bids to help you get more conversions, while trying to achieve the same cost-per-conversion.
Enhanced CPC
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 17
Increase site visits DeviceLocation
Day Parting
Automatically sets your bids to help get as many clicks as possible within your budget.
MaximizeClicks
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 18
Get more conversions while spending your budget Device if bid is -100%
Automatically sets bids to help you get the most conversions for your campaign while spending your budget.
MaximizeConversions
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 19
Increase visibility on the first page of Google search results or
in the top positions.
DeviceLocation
Day Parting
Automatically sets bids to help you get the most conversions for your campaign while spending your budget.automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the
first page of search results.
Target Search Page
Location
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 20
Get more visibility over other domains
DeviceLocation
Day Parting
Automatically sets bids to help you get the most conversions for your campaign while spending your budget.
Target Outranking
Share
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 21
Get more conversions with your target CPA Device bidding adjustments
Automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set.
Some conversions may cost more or less than your target.Target CPA
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 22
Meet a target return on ad spend (ROAS) when you value each
conversion differentlyDevice if bid -100%
Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may
have a higher or lower return than your target.Target ROAS
GOAL Layer On
© 2018 Seer Interactive • All Rights Reserved • Page 23
Other Platforms
© 2018 Seer Interactive • All Rights Reserved • Page 24
Start Living
© 2018 Seer Interactive • All Rights Reserved • Page 25
Start with People
Who are your users?
What do they want?
What are they doing?
How can we help them?
What’s their “why” for this search?
© 2018 Seer Interactive • All Rights Reserved • Page 26
New Phone, Who Dis?
Who are your users? What do they want?
What are they doing?
Information
Looking to go somewhere
Make a purchase
© 2018 Seer Interactive • All Rights Reserved • Page 27
Why?
© 2018 Seer Interactive • All Rights Reserved • Page 28
What lead them to this search?
© 2018 Seer Interactive • All Rights Reserved • Page 29
© 2018 Seer Interactive • All Rights Reserved • Page 30
Timing is EVERYTHING
Midday
Weekends
Monday scaries
Holidays/Vacations
Tax Season
Beginning of the school year
Getting married
Moving
Having a child
Time of Day/Day of Week Seasonality Special Events
© 2018 Seer Interactive • All Rights Reserved • Page 31
Where you at?
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Demographics
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STFU-ABThere are times when you should… MANUALLY BID
© 2018 Seer Interactive • All Rights Reserved • Page 34
● No data
● Start out by hitting the first page
● Adjust that shit like it’s 1999
● Let it run
Launching New Campaigns
© 2018 Seer Interactive • All Rights Reserved • Page 35
Holidays
● Black Friday/Cyber Monday
● Holiday Season
● Vacation Holidays
● Drunk Holidays
© 2018 Seer Interactive • All Rights Reserved • Page 36
© 2018 Seer Interactive • All Rights Reserved • Page 37
Other Instances
Smart Bidding
Didn’t Work
Time Sensitive
PR Initiatives
Brand
Not Enough Data
© 2018 Seer Interactive • All Rights Reserved • Page 38
End Goal
© 2018 Seer Interactive • All Rights Reserved • Page 39
What to take away from today
PPC has come a long way… and so has ANB
Know your goals and how to use auto bidding
Learn your audience. Think about the person
Know when to get off your ass and bid
© 2018 Seer Interactive • All Rights Reserved • Page 40
Thanks!