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Top 5 advanced fundamentals of launching a new PPC account. Setting expectations, account architecture, trafficking your account, tracking, and setting a schedule. These are tips from a seasoned Paid Search professional.
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Top 5 Fundamentals of Launching A New PPC Account
Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer
{Search Snippets} – August 29, 2012
In-house or Agency
Paid Search or Organic
Photo: Miguel Salcido
• Setting Expectations• Architecture• Trafficking• Tracking• Schedule
Setting ExpectationsArchitectureTraffickingTrackingSchedule
SEATTS
+ An Extra T
Setting Expectations
Setting Expectations
• In-house or Agency – Needs to Happen.– KPIs– Goals– Revenue Expectations (eCom)• ROAS vs ROI• ROI includes COGS, Overhead, & who knows what else.
– Use ROAS When Possible• Not because it makes you look better. Because it’s a
better measurement of the channel.
Setting Expectations
ad spend cpc clicks conv rate orders avg cart net sales gain / loss solution
$500 $1.55 323 2% 6 $25 $161.29 ($338.71) Original Proposal
$2,500 $1.55 1613 2% 32 $25 $806.45 ($1,693.55)Spend More
$500 $1.55 323 2% 6 $50 $322.58 ($177.42)
Increase Average Order Value
$500 $1.55 323 4% 13 $50 $645.16 $145.16
Increase AOV & Conv Rate
$2,500 $ 1.55 1613 4% 65 $50 $3,225.81 $725.81
Increase AOV, Conv Rate &
Spend
Architecture
Plan For The Future
PPC Skyscraper
Architecture
Architecture
Architecture
Trafficking
Trafficking
Start Off SmallTake Baby Steps
Walk Before You Run“Just Tap It In”
Trafficking
Impressions + very targeted [keywords] = High CTR High CTR (+ quality LP & Ad) = High Quality Score
High QS = Low(er) CPCsQuality Account
Trafficking
Use Daily Budgets!If you don’t, you are setting yourself up to fail.
Bad Ideas for Budget ControlKeyword bids, gut feel, pausing/unpausing
Trafficking
If You Don't Report At Least Track0
1
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5
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ReportsAreFun
Tracking / Reporting
Tracking / Reporting
• Google Analytics– No Brainer for SMBs
If You Don't Report At Least Track0
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2
3
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ReportsAreFun
Tracking / Reporting
The ONLY GA Partner in Minnesota!http://www.google.com/analytics/partners/index.html
Schedule
Schedule
Keyword Expansion• Negatives• Positives• Match TypeSettings Audit• Network• Delivery Method• Schedule• Geo TargetsLanding Page / Destination URL• Audit• A/B Tests
Ad Copy updates • A/B Tests• Seasonal ads• New Value PropsDisplay Network• Managed Placements• Add Negative Sites• Update AdsReporting• Clear some time
Thank You!
Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer
{Search Snippets} – August 29, 2012