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Creating Linear Models that Lead to Successful PPC Campaigns Presented by: James Svoboda @realicity SearchFest: #FAIL Free PPC Download: www.webranking.com/presentation

Creating Linear Models that Lead to Successful PPC Campaigns

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Page 1: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

Creating Linear Models that Lead to Successful PPC Campaigns

Presented by: James Svoboda @realicity

SearchFest: #FAIL Free PPC

Download: www.webranking.com/presentation

Page 2: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

CONVERSIONS are KING

Credit: askmewhenimnotbusy.tumblr.com

Page 3: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

QS & CTR are QUEEN

Credit: hellomagazine.com

Page 4: Creating Linear Models that Lead to Successful PPC Campaigns

What Are Linear Models?A linear model is an established or expected path that leads the target audience to a desired engagement action, at an acceptable conversion rate or cost, which takes into account elements that affect conversions.

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

Page 5: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LINER ENGAGEMENT MODEL (LEM)

Page 6: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

ELEMENTS of a LEM

Page 7: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

Linear Example: women’s nike running shoes

Page 8: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

AD #1: women’s nike running shoes

Page 9: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

AD #2: women’s nike running shoes

Page 10: Creating Linear Models that Lead to Successful PPC Campaigns

SETTINGS &

TARGETING

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

Page 11: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LOCATION TARGETING & UNTARGETING

Page 12: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LOCAL SERP MATCHING

Page 13: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LANGUAGE TARGETING

Page 14: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

DAY, WEEK & MONTHLY TRENDS

Page 15: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

TIME OF DAY MATTERS

Page 16: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

KNOW YOUR DISTRIBUTION CHANNELS

Search Partners Include:

Amazon.comBestBuy.comTarget.com

Ebay.com

Walmart.comOverstock.com

Page 17: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

DESKTOP, TABLET & MOBILE TARGETING

Do your MOBILE CONVERSIONS include Phone Calls?

Page 18: Creating Linear Models that Lead to Successful PPC Campaigns

KEYWORD MATCHING &

BID LEVELS

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

Page 19: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

Those aren't the Keywords you're looking for…

Page 20: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

EXACT MATCH: [running shoes]

• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• No extra words in the query

running shoes = running shoes

nike running shoes = nike running shoes

womans nike running shoes = womans nike running shoes

woman’s nike running shoes = woman’s nike running shoes

Page 21: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

PHRASE MATCH: “running shoes”

• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• + extra words in the query

running shoes = running shoes

running shoes = nike running shoes

running shoes = womans nike running shoes

running shoes = woman’s nike running shoes

Page 22: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

BROAD MATCH: running shoes

• Needs only loosely Match 1 Word in Keyword• Any plural or singular matching• Any word order• Any punctuation• Any misspellings or alternatives• + extra words in the query

running shoes = nike shoe

nike running shoes = nike horse shoes

womans nike running shoes = shoes

woman’s nike running shoes = mens sneakers

Page 23: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

MODIFIED BROAD: +running +shoes

• Needs to Match All Anchored Words in Keyword• Any plural or singular matching• Any Same word order• Any punctuation• Any misspellings or alternatives• + extra words in the query

running shoes = shoes for running

nike running shoes = 2014 nike running shoe

womans nike running shoes = nike woman running shoes

woman’s nike running shoes = nike running shoe women

Page 24: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

1 WORD KEYWORDS: shoes

Page 25: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

2 WORD KEYWORDS: running shoes

Page 26: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

3 WORDS: womens running shoes

Page 27: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

4+ WORDS: womens nike running shoes

Page 28: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

1, 2, 3 & 4+ Word Keywords

shoes

running shoes

womens shoes

nike shoes

nike running shoes

womens running shoes

womens nike shoes

woman’s nike running shoes

Page 29: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

KEYWORD BID LEVELS VARY

Keyword CPC

running shoe $ 2.11

running shoes $ 1.35

womans running shoes $ 2.01

womens running shoes $ 1.81

womans nike running shoes $ 1.29

women nike running shoes $ 0.94

womens nike running shoes $ 0.91

nike womens running shoes $ 0.76

Page 30: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

KEYWORD MATCHING & BID LEVELS

Page 31: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

TIERED BIDS & KEYWORD GROUPS

running shoes = $1.00 CPC for profit+running +shoes @ $0.75[running shoes] @ $1.00

negative keywords: -nike, -nikes, - womans, -woman, etc.

nike running shoes = $1.25 CPC for profit+nike +running +shoes @ $1.00[nike running shoes] @ $1.25

negative keywords: -womans, -woman, -women, etc.

womans nike running shoes = $1.50 CPC for profit+womans +nike +running +shoes @ $1.25[womans nike running shoes] @ $1.50

Page 32: Creating Linear Models that Lead to Successful PPC Campaigns

LINEAR CAMPAIGNS

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

Page 33: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LINEAR CAMPAIGN STRUCTURE

Page 34: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

KEYWORDS -> AD -> LANDING PAGE

Page 35: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

LINEAR AD GROUPS = HIGHER CTR & QS

Page 36: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

MONITOR LOOSE KEYWORDS

Repeat Searches will drain your budget over time.

Page 37: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

WORST SCENARIO = 1 AD GROUP

“shoes”

“womens shoes”

+running +shoes

[running shoes]

nike running shoes

+womens +running +shoes

[nike running shoes]

+womans +nike +running +shoes

[woman’s nike running shoes]

Ad Group Default Bid: @ $1.50

Page 38: Creating Linear Models that Lead to Successful PPC Campaigns

Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity

Linear Models that Lead to Successful PPC Campaigns

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: [email protected] b: www.webranking.com/blog

SearchFest – February 2014

THANK YOU!