PPC Day: PUTTING THE PRO IN PROFIT

1
Confidential | Do Not Distribute 1@navahf @pubcon #PubCon
PUBCON PPC Day:
PUTTING THE PRO IN PROFIT

2
Confidential | Do Not Distribute 2CLIENT NAMEConfidential | Do Not Distribute 2#PubCon
3) How Do I Make Creative That Converts?
(1:00-2:50pm CT)
● Ad Creative
● Landing Pages
● A/B Testing
● SERP Matching/Trending Moment Matching
● CRO
4) How Do I Know If I’m Doing Well?
(3:10-5:00pm CT)
● False Positives/Negatives
● ECommerce
● Lead Generation
● Lead Scoring
AGENDA
1) How Do I Set Up My Campaigns Profitably?
(9:00-10:50am CT)
● Pitfalls
● News/Trends: COVID, Q4, Holidays
● Account Structure
● Automation
1) Who Are My Most Valuable People?
(11:10-12:20pm CT)
● Building Personas
● Custom Audiences/Native Audiences
● Segmentation
● Analytics
● Funnels
● Audience Compliance: GDPR & CCPA
Navah Hopkins
Hennessey Digital
Steve Hammer
Rank Hammer
Akvile DeFazio
AKvertise

3
How Do I Set Up My Campaigns Profitably?
Account Set-up & Pitfalls, Automation, Trends

4
Workflow:
Setting Yourself Up For An Account
You’ll Love to Manage

5
• Tests take a while
• Hand built structure
• Targeting can “cherry pick”
• Loss is missed clicks
SMALL ACCOUNT
• Volume makes tests fast
• Complex structures
• Time to manage
• Scale limits targeting
• Often require automation
• Loss is wasted spend
Large ACCOUNT

6
Strategies That Work In Big Accounts
Won’t Work In Small Ones

7
Let’s Define Small

8
When You Have $1000 Or Less,
You Need To Be Selective On
Channels

9
Every Campaign You Set Requires
Budget, Testing Needs To Be
Controlled

10
In My Opinion:
SKAGs Can’t Be Used By Small Accounts
Because Of Budget Constraints

11
Keywords: Use More Restrictive Match-Types On
Broader Ideas & Broader Match-Types On Long Tail
Keywords

12
This Will Give You Volume
Without Hours Of Negative Work

13
Find The Root Problem Word
As Opposed To Adding Thousands Of Exact Match Negatives

14
Test Campaign Structure On One Part Of Your Business
Then Replicate (Instead Of Building Everything)

15
Confidential | Do Not Distribute 15CLIENT NAMEConfidential | Do Not Distribute 15CLIENT NAME
Campaign Settings
DO’s & DON'T

16
• Settings that cause Pitfalls (S with comments from N)
• Do you have too many or Few campaigns / ad groups (N)
TOPICS COVERED

17
Campaign Types

18
Campaign Settings

19
Campaign Settings

20
Advanced Location Search

21
Nearby Locations

22
Bidding Settings

23
Real Strategies

24
“More Settings”

25
Number of ad groups can also choke a budget: 5-7
is the golden ratio!
60% of
impressions
Budget
will only
go to
“winners”
instead of
everything

26
Keyword Theory
Choosing Keywords & Bids

27
Before We Dive Into Keywords
Let’s Confirm Match-Type Mechanics

28
The Order Of Match-Types
1. Exact: all keywords/implied words must be present, nothing added (except for
functional words, but they can be in any order).
1. Phrase: keyword/implied word phrase must remain in-tact, but there can be
keywords before and after.
1. Mod. Broad: all keywords/implied words must be present, but they can be in
any order and there can be additional keywords in between, before and after.
1. Broad: so long as at least a synonym of one of your keywords is there, your ad
can show.

29
The Order Of Match-Types
1. Exact: all keywords/implied words must be present, nothing added (except for
functional words, but they can be in any order).
1. Phrase: keyword/implied word phrase must remain in-tact, but there can be
keywords before and after.
1. Mod. Broad: all keywords/implied words must be present, but they can be in
any order and there can be additional keywords in between, before and after.
1. Broad: so long as at least a synonym of one of your keywords is there, your ad
can show.

30
Implied Words Allowed For ALL Match-Types

31
Close Variant Angst
The aggregated data in this post is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and
October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.

32
Close Variants: Allowing Us To Opt Out Of
Competitive Auction Prices & Keyword
Concepts
The aggregated data is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October
31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.

33
Implied Words Also Hold The Potential For
Discounts!
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
Exact Avg CPC Phrase Avg CPC Broad Avg CPC
Q2 2019 Avg CPC
Mover Rigging
0
5
10
15
20
25
True Exact Exact Via Phrase Exact Via Broad
Q2 2019 Conversions
Mover Conversions Rigging Conversions

34
Close Variants Add Additional Complexity

35
Important: New Match-Types Mean Ad Groups Should Be
Collections Of Themes, Not Granular & Quality Score
Focused

36
Search Terms No Longer Shows Full Story!

37
Troubleshooting CPA Spikes/Query Quality
Dependent On Volume = $$$
• Not confirmed volume
requirement from Google.
• Queries with no
impressions/clicks coming up.

38
What Makes A Variant
• Singular/Plural
• “ed”,“ing”,“er”
• Abbreviations
• Misspellings
• One Word Turned into Two Words
& Visa Versa

39
Still, Check Your Keyword Assumptions At The
Local Level: Search Trends Change!

40
Negatives:
Broad: if the word is in
the query, your ad
won’t show
Phrase: if the phrase is
in the query, your ad
won’t show
Exact: if the exact
word/phrase is
searched for, you won’t
show

41
Negatives: Eliminating Waste
Campaign/Account WideRoot Problem
Word
Negative Lists

42
Negatives: Directing Budget
Root Overlapping Word Ad Group/Campaign Level Great Candidates For Exact
Match

43
HOW TO
Group Keyword Concepts

44
Single Keyword Ad Groups
-vs-
Single Theme Ad Groups Divides PPC Professionals

45
It’s Important To Understand The Mechanics Of Both

46
• One keyword per ad group
• Might have multiple match types
per ad group or might have an ad
group/campaign per match-type
• Needs three ads per ad group
What Makes A SKAG

47
Main Benefit of SKAGs:
Hyper Control Over Keyword
Ad To Landing Page Relevancy (QS)

48
Main Downside Of
SKAGs:
Close Variants Kills
Perfect Relevancy
&
Creates Accidental
Duplicates ($)

49
• Single theme in the ad group with
3-5 keyword concepts on multiple
match-types.
• Sometimes match-types are in
different campaigns, sometimes
they’re joined
• Needs three ads per ad group
What makes a STAG

50
Main Benefit of STAGs:
Account Structure Can Reflect Business Needs
& Easier To Manage (Time + $)

51
Main Downfall of STAGs: Can Never Achieve Perfect Quality
Score Due To Lack Of Perfect Control Over Relevancy

52
Reminder:
Negatives Do NOT Have Close Variants – &
You Only Have 10K Negatives To Protect Your Campaign

53
The Path You Choose is Entirely Dependent On
The Time & Budget You Have To Manage

54
Some Industries Will Be Forced To Adopt SKAGs/STAGs
Based On Auction Price
Monthly
budget will be
30.4 X daily
budget

55
Before You Convert From One Or The Other, Test With
A “B” Grade Campaign

56
It is Easier To Build from STAGS
If You’re Just Starting, Go STAG!

57
If You Have SKAGS
&
They’re Working,
Don’t Feel Forced to Change – Just
Know Your Workload Got BIGGER

58
Broad Match SKAGs Have A Place In A STAG Account:
Say Hello To Your Data Generator!

59
If You Go This Route: Add All Other Keywords You’re
Bidding On As Exact Match Negative In The Broad
Match Ad Group

60
Automation In Campaigns:
DSA, Bidding, & Smart Campaigns

61
Bidding Strategies: Enter A Goal + Data, Get Back
What You Asked For

62
If You Switch
From Manual To
Auto/Smart Bidding
(& Visa Versa)
You May Be
Gaining/Losing
Levels Of Control

63
If You Ask Google To Deliver on Volume
Don’t Hold It Accountable For Value
Based on data from 3200 client accounts in July 2019

64
Check Your Impression Share
To See If The Keywords You’ve
Chosen Fit Your Budget
In A Way That Provides Value

65
If You Know You Have An Easier Time Winning on
Mobile/Desktop, Don’t Be Afraid to Focus There
Mobile:
4.39% CTR
$34.79 CPA

66
Different Locations Have Different Auction
Prices, Search Patterns, & Time Zones

67
DSA Structure:
No More Than One Major Target Per Ad Group
● Need to be able to assess
auction price
● Need to be able to craft ad copy
that can pertain to all landing
pages of the target
● Don’t want too much variety in
the queries - you won’t be able
to harvest meaningful data

68
DSA MUST Be A Campaign – Budget Cannibalization Is
All But Guaranteed If It Lives As An Ad Group

69
Every Keyword Needs To Be Added
As An Exact Match Negative

70
If The Suggested Targets Look Off
You Have An SEO Problem

71
DSA Creative: Descriptions Are All You Get To Control
– Make The Most Of It!

72
Smart Campaigns

73
Smart Campaigns
Are A Devil’s Bargain:
Low Time Investment,
But No Control

74
Adopting Smart Campaigns Means
You Have A Budget For “Data Acquisition”

75
SMART SEARCH: Less Often

76
SMART DISPLAY: Solid MAYBE

77
SMART SHOPPING: Yes... If You Can*
*Requires 40 conversions in a 30 day period and full ecommerce
tracking (revenue, global tag, and regular conversion tracking)

78
Working Cross-Network

79
Bing

80
Microsoft Knows We’re All Google First
So They Keep Parity For The Most Part.

81

82
There Are Key Differences
That Must Be Accounted For

83
Difference #1: More Flexibility At The Ad Group Level!

84
Difference #2: Ads Serve In The Time-Zone Of The User
● International accounts will feel this
the most, but domestic ones with
different time zones will feel it too.
● If you created a scheduling scheme,
be sure you account for how ads will
be served.

85
Difference #3: One Match-Type Per Keyword

86
Difference #4: More Control Over “Search Partners”
(Syndication Network)

87
Difference #5: No Mixed Media Campaigns (DSA Can’t Be In
Traditional Search Campaigns – Mind This On The Import)

88
Search or Social
First Advertiser

89
Most Marketers Have An Affinity For Either
Search Or Social Advertising

90
Social First Advertisers Tend
To Include Too Many Ad
Groups In Search Campaigns
Because They’re Used To
Legacy Social Structure

91
Search First Advertisers Tend To Leave Ad Sets running Too
Long Because They Are Used To Google/MSFT Needing
Data
Facebook loves new
things - creative
should stay at 3.0
frequency or lower.

92
• Don’t Mix Audiences!
• Automating Bids Is Ok!
• You Have Your Prospect’s Attention
– Ask For What You Actually Want!
Lessons Learned
From Social:

93
Display / Youtube

94
Sometimes Budgets Don’t Allow For What We Need In
Search

95
Display Is A great Way To Blitz

96
Video
4 Main Formats
Skipable Instream
Bumper Ads
Non Skipable Instream
Outstream

97
Display Leverages Audiences For “Perfect” Targeting

98
Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to
Pick-up
$500
Monthly
Budget
168550
Monthly
Impressions
701
Monthly
Clicks
*Average monthly budget, impressions and clicks across
4000 accounts (no budget over $50 and no budget under
$1)

99
• Be Mindful You Can No Longer
Exclude Games*
• Make Sure You Set Sensitive
Content Exclusions if Your brand
Can’t Be Exposed To Risk.
• Display CTR Should NOT Be As High
As Search – if It Is, Placements
Need An Audit.
Display Considerations
*Kirk Tip In
Editor:https://zatomarketing.com/blog/exclude-
mobile-apps-google-adwords-easy-way/

100
Youtube Educates & Blitzes - Really Powerful Audience Options!

101
• Don’t Be Upset If Prospects Skip:
You Only Pay For Views Lasting At
Least 30 Seconds.
• Targeting Folks Who Have Seen
Your Ad & Subscribe To Your
Channel Still Requires At Least
1000 People For Exclusive Search
Targeting.
YouTube Considerations:

102
Thank you!
Navah Hopkins – Hennessey Digital

PPC Day: PUTTING THE PRO IN PROFIT

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to PPC Day: PUTTING THE PRO IN PROFIT

Similar to PPC Day: PUTTING THE PRO IN PROFIT (20)

More from Navah Hopkins

More from Navah Hopkins (20)

Recently uploaded

Recently uploaded (20)

PPC Day: PUTTING THE PRO IN PROFIT