Learn the top tips and trick of how to run PPC Enterprise account like Mark Jensen of GetFoundFirst.com

1. Enterprise PPC
for Fun and Profit
Mark Jensen
Get Found First
President
@justmarkus

2. Enterprise PPC is just PPC….
BIGGER.
@justmarkus

3. PPC Enterprise PPC
Small # of Campaigns Small – Large # of Campaigns
Small # of Adgroups Small – Large # of Adgroups
Small # of Ads Small – Large # of Ads
Small # of KW Small – Large # of KW
Small amount of Data Huge amounts of Data
Not Scalable Scalable
Small Spend Large Spend
Local Business Software
Niche Business Multi-National Business
Service Big E-commerce
@justmarkus

4. Keep Organized
Find Insights
Make Changes
Measure Impact
….Quickly
KFMM
@justmarkus

5. Keep Organized
Consistent Naming Conventions
Campaign: Root KW/Topic – Network – GeoTarget – Device – Other
Bad Good
@justmarkus

6. Keep Organized
Break Out Campaigns Appropriately
Break Out Campaigns By:
Device
Geotargeting
Advertising Network
Brand Terms
Competitor’s Terms
Audience
@justmarkus

7. Keep Organized
Pre-Plan Campaign Structure
1) Traditional Campaign
• Campaign
• Adgroups
• Keywords with all match types
2) ‘Triple Threat’ Campaign
• Campaign
• Adgroups
• Keywords with a single match type
@justmarkus

8. Keep Organized
Traditional Search Campaign
Campaign
Adgroup Adgroup
Multiple KW Match Types
[keyword] “keyword” +keyword keyword
@justmarkus

9. Keep Organized
Traditional Search Campaign
Pros:
Great for campaigns with lower traffic volume
Simple.
Cons:
Preventing internal cross pollination can be time consuming
Bad practices can be easily introduced
@justmarkus

10. Keep Organized
‘Triple Threat’ Search Campaign
Campaign 1 - Exact
Adgroup Adgroup
[keyword] [keyword]
Campaign 2 - Broad Campaign 3 - Phrase
Adgroup Adgroup Adgroup Adgroup
+keyword +keyword “keyword” “keyword”
@justmarkus

11. Keep Organized
‘Triple Threat’ Search Campaign
Pros:
Quick way to prevent cross pollination
Simple and logical optimization
Easily handles huge micro build outs
Cons:
Works poorly with low traffic volume
Creates additional campaigns needed to optimize
Potential for lots of ‘low search volume’ Adgroups
@justmarkus

12. Keep Organized
‘Triple Threat’ Search Campaign
Live: How to build a ‘triple threat’ search campaign
@justmarkus

13. Keep Organized
Why Organization?
• Eagle eye View
• Excel Wizardry
• Teamwork
• Prevent Ugly
@justmarkus

14. Find Insights
Segmentation
• By Network
• By Device
• By Date/Time
@justmarkus

15. Find Insights
Segmentation – by Network
@justmarkus

16. Find Insights
Segmentation – by Device
@justmarkus

17. Find Insights
Segmentation – by Date & Time
Download Dimensions .csv
@justmarkus

18. Find Insights
Bubble Charts
4
2
0
0 1 2 3 4
• Visualize Data
• Easily see greatest impact points
Live: Bubble Chart Macro
@justmarkus

19. Find Insights
Filters
Keywords with available leverage
Filter1: Conversions >= 2
Filter2: CPA < Goal CPA
Filter3: Avg. Position worse than 3
Finds all converting KWs that can you can
profitably increase bids on.
@justmarkus

20. Find Insights
Filters
Ad and Landing Page Mismatches
Filter1: Clicks >= 100
Filter2: Bounce Rate > 85%
Filter3: Conversions = 0
Filter4: CTR > 1%
Finds all ads that are performing at an
acceptable level but that are likely being used
with the wrong landing page.
@justmarkus

21. Find Insights
Filters
Profitable Adgroups with room to expand
Filter1: Cost per Conversion < CPA Goal
Filter2: Conversions >= 2
Filter3: Impression Share < 80%
Finds profitable adgroups that can increase in
traffic volume through an increase in adrank.
@justmarkus

22. Make Changes
Before You Begin Making Changes
1) Know and Document your end Goal
2) Know and Document how you will measure success
3) Measure and Document current performance
4) Work in Bite Sized Sections
5) Use your Tools!
@justmarkus

23. Make Changes
Excel – Auto Pausing All Poorest Performing Ads
Ad Group Headline Description Line 1 Description Line 2 Impressions Clicks CTR
24/7 Live Tech
Company Product 1 & Support. Chat
Company product 1 Product 2. Now. 60 7 11.67%
Company Product 1 & Company Name -
Company product 1 Product 2. Official Site. 4132 767 18.56%
Company Company Product 1 & Company Name -
product 1 product 1 Product 2. Official Site. 180 36 20.00%
Company Company® Affordable Official Site
product 1 product 1 Product 1. Product Feature 1 144 33 22.92%
Live: Using Excel to Pause poorest performing Ads
@justmarkus

24. Make Changes
Excel – Keep Only Best Performing Ad
1) Filter by adgroup and descending performance KPI value
• Profit
• Conversions (1 per-click)
• Cost / Converion (1 per-click)
• CTR
• Impressions
2) Insert and Apply Formula
• =if(Exact(Adgroup Cell Above Horiz Cell,Adgroup Cell
Horiz),”Paused”,”Exact”)
Live: Using Excel to Pause poorest performing Ads
@justmarkus

25. Measure Impact
Your Tools can Measure. Let Them.
Google Adwords – Dimensions Tab
@justmarkus

26. Measure Impact
Your Tools can Measure. Let Them.
Google Adwords – Compare Dates
@justmarkus

27. Measure Impact
Your Tools can Measure. Let Them.
Google Adwords – Experiments
@justmarkus

28. Extra Fun
Great Tools for Enterprise PPC
Keeping Organized
Google Calendars
Working Faster
Excel (w. VBA)
Adwords / Bing Desktop Editor
Keyword Blender
SpeedPPC
Statistical Analysis
WolframAlpha
@justmarkus

29. Enterprise PPC is just PPC….
BIGGER.
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@justmarkus