The Mega-List of PPC Efficiency Tips

The ORIGINAL Search Marketing Event

#SESDenver

The Mega-List of PPC Efficiency Tips

Joseph KerschbaumMidwest Account Director

@joekerschbaum

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About Me

@joekerschbaum

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PPC

@joekerschbaum

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ImpressionsClicks

Click-through rateCost-per-click

Cost-per-thousand-impressionsAverage positionConverted Clicks

ConversionsCost-per-conversion

View-through conversionsConversion rate (1-per-click)

Conversion rate (Many-per-click)Impression share

Exact match impression shareImpression share lost (budget)

Impression share lost (rankings)Relative click-through rate

Phone impressionsPhone calls

Phone-through ratePhone cost

Call durationCall time

Average cost-per-callRevenue

Return on investmentProfit margin

Average order value

Profit marginAverage order value

Lifetime valueBounce rate

Pages-per-visitTime on site

% of new visits% of return visitsRevenue per click

Revenue per impressionValue per visitQuality score

Keyword quality scoreLanding page quality score

Landing page user experience

@joekerschbaum

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Ad text writingBidding strategy

Keyword research

Search query analysis

Negative keyword implementation

Landing page testing

Quality score

Site links

Product listing ads

Call extensionsImpression share analysis

Ad rotation

Ad delivery

Dynamic keyword insertion

Conversion optimizerTopic targeting

Interest category targeting

Remarketing strategies Enhanced CPC

Google+1 utilizationMobile device targeting

Placement targeting

Product extensions

Persona targeting

Match type utilization

Landing page Quality Score

@joekerschbaum

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@joekerschbaum

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@joekerschbaum

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Clarity

Comprehension

Action

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Reporting

Dashboards

Automation

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Reporting

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Filters

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Filters

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Labels

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Reports

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Reports

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Alerts

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Labels

ReportsAlerts

Filters

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@joekerschbaum

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Dashboards

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AdWords Home

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AdWords Home

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AdWords Home

FILTERS!

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Google Home

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AdWords Home

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GA Dashboard

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GA Dashboard

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GA Dashboard

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Google Analytics

Dashboard

AdWords Home

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@joekerschbaum

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Automation

@joekerschbaum

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Bid Optimization

Automated Bid Rules• Most

control• Most

visibility

Enhanced CPC• Medium

control• Lighter

changes

ROAS Bidding• Less control• Heavier

changes

Conversion Optimizer• Less control• Heavier

changes

@joekerschbaum

#SESDenver

Bid Optimization

Automated Bid Rules• Most control• Most visibility

Enhanced CPC• Medium control• Lighter changes

ROAS Bidding• Less control• Heavier changes

Conversion Optimizer• Less control• Heavier changes

Starter Automation

Advanced Automation

@joekerschbaum

#SESDenver

Bid Optimization

Automated Bid Rules• Most

control• Most

visibility

@joekerschbaum

#SESDenver

Bid Optimization

Enhanced CPC• Medium

control• Lighter

changes

@joekerschbaum

#SESDenver

Bid Optimization

ROAS Bidding• Less

control• Heavier

changes

@joekerschbaum

#SESDenver

Bid Optimization

Conversion Optimizer• Less control• Heavier

changes

@joekerschbaum

#SESDenver

Tips for Conversion Optimizer

• Stabilized campaigns• High volume campaigns• Not an optimization technique • Volume limitation• No ad scheduling bid modification• No mobile modifiers• No geographic modifiers• Shut off every once in a while

Bid Optimization

@joekerschbaum

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Automation

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Scripts

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Scriptshttps://developers.google.com/adwords/scriptshttp://www.freeadwordsscripts.comhttp://www.optmyzr.com/scriptshttp://pro.ppchero.com/tools/scripts-library

@joekerschbaum

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Campaign Automation

AdWords Scripts

Automated Bidding

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@joekerschbaum

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@joekerschbaum

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Reporting• Filters• Labels• Reports• Alerts

Dashboards• Google Home• Google Analytics Dashboard

Automation• Bid Optimization• Campaign Automation• AdWords Scripts

@joekerschbaum

#SESDenver

@joekerschbaum

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The ORIGINAL Search Marketing Event

#SESDenver

THANKYOU!

Joseph KerschbaumMidwest Account [email protected]@joekerschbaum