Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
How To Create A Master PPC Management Plan
1. How to Create a Master PPC
Management Plan
Joseph Kerschbaum
Vice President
Clix Marketing
New York | March 19–23
2. New York | March 19–23, 2012 | #sesny
Introductions
Tell Us About
Yourself!
Login to
Vivastream
@joekerschbaum
3. New York | March 19–23, 2012 | #sesny
About Me
@joekerschbaum
4. New York | March 19–23, 2012 | #sesny
About Me
4 SEM Agencies
6.5 Years
100s of Clients
1000s of Campaigns
6 Books
3 Dogs
????? of Keywords 1 Cat
1 Wife
1 Daughter
1 Workshop
@joekerschbaum
5. New York | March 19–23, 2012 | #sesny
About Me
@joekerschbaum
6. New York | March 19–23, 2012 | #sesny
Why is this Workshop Important?
Impressions Exact match impression share Profit margin
Clicks Impression share lost (budget) Average order value
Click-through rate Impression share lost (rankings) Lifetime value
Cost-per-click Relative click-through rate Bounce rate
Cost-per-thousand-impressions Phone impressions Pages-per-visit
Average position Phone calls Time on site
Conv. (1-per-click) Phone-through rate % of new visits
Conv. (Many-per-click) Phone cost % of return visits
Cost-per-conversion (1-per-click) Call duration Revenue per click
Cost-per-conversions (Many-per-click) Call time Revenue per impression
View-through conversions Average cost-per-call Value per visit
Conversion rate (1-per-click) Revenue Quality score
Conversion rate (Many-per-click) Return on investment Keyword quality score
Impression share Profit margin Landing page quality score
Average order value Landing page user experience
@joekerschbaum
7. New York | March 19–23, 2012 | #sesny
Why is this Workshop Important?
@joekerschbaum
8. New York | March 19–23, 2012 | #sesny
Site links Ad rotation
Ad text writing
Bidding strategy Topic targeting
Conversion optimizer
Product extensions Keyword research
Remarketing strategies
Match type utilization
Enhanced CPC
Impression share analysis
Call extensions Persona targeting
Negative keyword implementation Landing page Quality Score
Landing page testing Product listing ads
Interest category targeting
Placement targeting
Ad delivery
Search query analysis
Quality score Google+1 utilization
Mobile device targeting
Dynamic keyword insertion
@joekerschbaum
9. New York | March 19–23, 2012 | #sesny
Workshop Objectives
Create a Master Plan for…
Solid PPC Management Foundation
Effective Task Management & Prioritization
Concise Reporting & Clear Communication
Maintaining Motivation & Continuous Innovation
@joekerschbaum
10. New York | March 19–23, 2012 | #sesny
Workshop Objectives
This master plan should help you…
Manage PPC accounts more proficiently
Get better results from your SEM efforts
Prioritize tasks more efficiently
Improve written & verbal communication
Make your life easier & happier!
@joekerschbaum
11. New York | March 19–23, 2012 | #sesny
Workshop Agenda
Module 4 3
2
1
Keep up with industry trends
Information expectations
Task management
Setting clearaccessibility
Staying motivated
Campaign automation
Tactic prioritization
Reporting/Communication schedule
Staying structure
Clear communication
Accountinnovative
Rock-solid reliable tracking
Project management
Meaningful reports
Scheduled maintenance
Optimization strategytools
Successful meetings
Trends goals
Setting & projections
@joekerschbaum
12. New York | March 19–23, 2012 | #sesny
Workshop Rules of Engagement
Presentation
Discussion
Question & Answer
Actionable Take-Aways
Worksheet
@joekerschbaum
13. New York | March 19–23, 2012 | #sesny
6 online courses
@joekerschbaum
14. New York | March 19–23, 2012 | #sesny
Paid Search Strategies
There are 8 modules covering:
•Introduction to PPC
•PPC Basics
•Implementing your Strategy
•Adwords Editor
•Landing Page Design
•Content Networks
•PPC Optimization
•Post Launch Analysis @joekerschbaum
16. New York | March 19–23, 2012 | #sesny
Module 1
Building a PPC Foundation
Setting clear expectations
Reporting/Communication schedule
Rock-solid reliable tracking
Utilizing reports in Google Analytics
@joekerschbaum
17. New York | March 19–23, 2012 | #sesny
PPC Account
Foundations
@joekerschbaum
18. New York | March 19–23, 2012 | #sesny
Setting Proper Expectations
Goal: 250 Leads goals?”
“What should our budget be?”
are your
Set budgets & goals in “stone”
CPA: $100 do weconversations
“How much sales/leads do you need?”
Cornerstone of all need to spend?”
many
Estimated Budget: $25,000
“What is our on goals
“Per month, what should we
Fanatical focus
current/target/acceptable CPA?”
allocate for PPC?”
@joekerschbaum
19. New York | March 19–23, 2012 | #sesny
Setting Proper Expectations
Campaign Launch
Sustained Growth
Account Restructure
Continued Testing
Seasonal Fluctuations
Algorithmic Shifts
@joekerschbaum
20. New York | March 19–23, 2012 | #sesny
Communication Schedule
Objective: Reporting
Provide enough dataFrequency of Reportingfeel informed.
• Regular for your Report
Establish Weekly boss/client to
Avoid overloading your boss/clientMeetings much data.
MeetingsFrequency of with too
Establish
• Weekly Meeting for the First 6 Weeks
Spend as little time as possible on regular reports
• Determine Frequency Going Forward
(time is better spent working on the account!).
@joekerschbaum
21. New York | March 19–23, 2012 | #sesny
Rock Solid Tracking
@joekerschbaum
22. New York | March 19–23, 2012 | #sesny
adCenter
Auto-tagging for
URL Tagging for
Google AdWords
Google Analytics
@joekerschbaum
23. New York | March 19–23, 2012 | #sesny
Rock Solid Tracking
@joekerschbaum
24. New York | March 19–23, 2012 | #sesny
Rock Solid Tracking
@joekerschbaum
25. New York | March 19–23, 2012 | #sesny
@joekerschbaum
26. New York | March 19–23, 2012 | #sesny
Rock Solid Tracking
@joekerschbaum
27. New York | March 19–23, 2012 | #sesny
Summary – Action Plan
Set Proper Expectations
Get buy-in on goals and budgets
Focus on goals always
Create a regular reporting schedule
Create a regular meeting schedule
Establish rock-solid tracking
Implement conversion goals in Google Analytics
Review cross-channel reports in Google Analytics
@joekerschbaum
28. New York | March 19–23, 2012 | #sesny
Coffee Break
@joekerschbaum
30. New York | March 19–23, 2012 | #sesny
Account Structure
Segment byAdditional Segmentation
Display – Channel
• Search
Easier reporting
• Display
Segment by Ad Type
Faster optimization
• Text, by Device
Segment Image, Video
Efficient sorting
• Laptop/Desktop
• Smart Transferrable
Readily phone
Segment by Targeting Method
• Tablet PC Placement, Remarketing,
• Keyword,
Topic, Interest
Segment by User Intention
• Research
• Purchase
Segment by Geography
Segment by Product @joekerschbaum
32. New York | March 19–23, 2012 | #sesny
Regular Maintenance
Weekly Tasks
Review bids & ad rankings
Review placement performance
Weekly Tasks Review search query performance
Bi-Weekly Tasks Bi-Weekly Tasks
Monthly Tasks Review ad split tests
Review landing page tests
Monthly Tasks
Review geographic performance
Review campaign settings
Review campaign structure
Review new ideas for expansion
@joekerschbaum
33. New York | March 19–23, 2012 | #sesny
Projected Trend Analysis
Normalized Stats
Projected Stats
(Previous 7 Days / 7)*Days Left in the Month))+Month to Date
7)*Total Days in the Month
@joekerschbaum
35. New York | March 19–23, 2012 | #sesny
Tactic Prioritization
Campaign
Network
Top-Down
Analysis Ad group
Ad text
Keyword
Site
@joekerschbaum
36. New York | March 19–23, 2012 | #sesny
Tactic Prioritization
High
Extreme
CPA
Highs & Lows
Low
CPA
@joekerschbaum
37. New York | March 19–23, 2012 | #sesny
Tactic Prioritization
@joekerschbaum
38. New York | March 19–23, 2012 | #sesny
Tactic Prioritization
@joekerschbaum
39. New York | March 19–23, 2012 | #sesny
Tactic Prioritization
@joekerschbaum
40. New York | March 19–23, 2012 | #sesny
Information Accessibility
AdWords
Filters
@joekerschbaum
41. New York | March 19–23, 2012 | #sesny
Information Accessibility
AdWords
Filters
@joekerschbaum
42. New York | March 19–23, 2012 | #sesny
Information Accessibility
Automated
Reports
@joekerschbaum
43. New York | March 19–23, 2012 | #sesny
Information Accessibility
Custom
Alerts
@joekerschbaum
44. New York | March 19–23, 2012 | #sesny
Summary – Action Plan
Optimize your account structure for faster, easier management
Implement standard campaign naming conventions
Establish regular campaign maintenance tasks
Review trend analysis reports using stat averages
Create projection formulas to gauge performance
Run top-down analysis within campaigns
Utilize automated reports, filters & custom alerts
@joekerschbaum
45. New York | March 19–23, 2012 | #sesny
Coffee Break
@joekerschbaum
46. New York | March 19–23, 2012 | #sesny
Module 3
Reporting & Communication
Task management
Campaign automation
Automation lifecycle
Clear communication
Meaningful reports
Successful meetings
@joekerschbaum
47. New York | March 19–23, 2012 | #sesny
Master Task List Management
New Day =
One Location
New List
Ever-Present
@joekerschbaum
48. New York | March 19–23, 2012 | #sesny
Master Task List Management
Mission Critical
Last Focused
Client Thing
Top 6
Be Specific
Results Focused
Or First Thing
More-or-Break 3
Effects Other People
Hard Deadline / Promised
@joekerschbaum
49. New York | March 19–23, 2012 | #sesny
Master Task List Management
Delegation –
Important/Urgent
Get the Ugly One Done
Vs.
Can Days =Else Do
3 most important)
Anyone Bad
Important/Non-Urgent
(or Vs.
this?
Not Important/Non-Urgent
@joekerschbaum
50. New York | March 19–23, 2012 | #sesny
Master Task List Management
Work in Chunks
Rinse & Repeat
Work @ Your Best Times
@joekerschbaum
51. New York | March 19–23, 2012 | #sesny
Optimization Automation
Tips for CPA Bidding
Stabilized campaigns
High volume capaigns Bid
Not an optimization technique Optimization
Volume limitation
No ad scheduling bid modifications
@joekerschbaum
52. New York | March 19–23, 2012 | #sesny
Optimization Automation
Automated
Rules
@joekerschbaum
53. New York | March 19–23, 2012 | #sesny
Automation Lifecycle
Campaign Launch
Ongoing Optimization
@joekerschbaum
54. New York | March 19–23, 2012 | #sesny
Automation Lifecycle
CPC/Quality
Avg Postion CTR/CPA
Score
@joekerschbaum
55. New York | March 19–23, 2012 | #sesny
Clear Communication
Assume They Know Nothing about PPC
Establish Definitions of PPC Jargon
They Don’t Know the Account Like You Do
Focus on Mission Critical Stats
Give Stats CONTEXT
Provide Next Steps for Campaign
Answer Questions
“I don’t know” is an Acceptable Answer…
Followed up with, “I’ll find out.”
@joekerschbaum
56. New York | March 19–23, 2012 | #sesny
Clear Communication – Stat Focus
Impressions Exact match impression share Profit margin
Clicks Impression share lost (budget) Average order value
Click-through rate Impression share lost (rankings) Lifetime value
Cost-per-click Relative click-through rate Bounce rate
Cost-per-thousand-impressions Phone impressions Pages-per-visit
Average position Phone calls Time on site
Conv. (1-per-click) Phone-through rate % of new visits
Conv. (Many-per-click) Phone cost % of return visits
Cost-per-conversion (1-per-click) Call duration Revenue per click
Cost-per-conversions (Many-per-click) Call time Revenue per impression
View-through conversions Average cost-per-call Value per visit
Conversion rate (1-per-click) Revenue Quality score
Conversion rate (Many-per-click) Return on investment Keyword quality score
Impression share Profit margin Landing page quality score
Average order value Landing page user experience
@joekerschbaum
57. New York | March 19–23, 2012 | #sesny
Clear Communication – Writing Summaries
Focus on 3 most
important stats
Provide context of
important stats
List of tactics
implemented in
previous month &
upcoming tasks
@joekerschbaum
58. New York | March 19–23, 2012 | #sesny
Tactics for Crazy Productive Meetings
1. Invite the Right People
2. Start on Time, End on Time
3. Determine Your Objectives
4. Pull all Statistics in Advance
5. Provide Stats & Analysis
6. Create an Agenda
7. Prioritize Topics
8. Communicate Clearly
9. Ask for Feedback
10.Review Takeaway Tasks
11.Keep it Short
11.5 Utilize Repetition
@joekerschbaum
59. New York | March 19–23, 2012 | #sesny
Summary – Action Plan
Create your own task prioritization plan
Utilize campaign automation to save time
Improve communication with
supervisors/clients
Provide the meaningful reports and summaries
Establish your own successful meeting plan
@joekerschbaum
60. New York | March 19–23, 2012 | #sesny
Coffee Break
@joekerschbaum
61. New York | March 19–23, 2012 | #sesny
Module 4
Motivation & Innovation
Keep up with industry trends
Staying motivated & innovative
Team teaching & learning
Project management tool review
@joekerschbaum
62. New York | March 19–23, 2012 | #sesny
Stay Informed – Keeping Up with Trends
@joekerschbaum
63. New York | March 19–23, 2012 | #sesny
Stay Informed – Keeping Up with Trends
@joekerschbaum
64. New York | March 19–23, 2012 | #sesny
Stay Motived – Continuous Innovation
Reading/Learning from Articles
Learning from Team Members
Motivation
Article Sharing
Switch/ReviewGoals Other’sAwards (Audits)
Set Each – Give Accounts
Group Presentations (Your own in-house SES!)
Active Reading (Tactic focused)
Take Field Trips for Inspiration
GoDeclare “Office Expert”regional, national)
to Conferences (local, of Articles
Group Discussion (Go-to People)
@joekerschbaum
65. New York | March 19–23, 2012 | #sesny
Stay Organized
@joekerschbaum
66. New York | March 19–23, 2012 | #sesny
@joekerschbaum
67. New York | March 19–23, 2012 | #sesny
@joekerschbaum
68. New York | March 19–23, 2012 | #sesny
Project Management Software Features
Achieve visibility for all projects/accounts
Make You More Efficient
Manage task lists
Make Your Life Easier
Maintain ongoing communication
Make Account Optimization Faster
Record campaign adjustments
Make Communication Clear (& on record)
Retain account strategy
@joekerschbaum
69. New York | March 19–23, 2012 | #sesny
Summary – Action Plan
Actively read blogs for continued innovation
Build your own SEM library
Make learning fun & interactive
Learn from your team members
Exchange accounts for auditing
Establish a project management system that makes life better
@joekerschbaum
70. New York | March 19–23, 2012 | #sesny
Workshop Objectives
Create a Master Plan for…
Solid PPC Management Foundation
Effective Task Management & Prioritization
Concise Reporting & Clear Communication
Maintaining Motivation & Continuous Innovation
@joekerschbaum
71. New York | March 19–23, 2012 | #sesny
PPC
Free-for-All!
@joekerschbaum
72. New York | March 19–23, 2012 | #sesny
Paid Search Strategies
There are 8 modules covering:
•Introduction to PPC
•PPC Basics
•Implementing your Strategy
•Adwords Editor
•Landing Page Design
•Content Networks
•PPC Optimization
•Post Launch Analysis @joekerschbaum
73. New York | March 19–23, 2012 | #sesny
THANK
YOU!
@joekerschbaum
Hinweis der Redaktion
Notes and stuff
Notes and stuff
Notes and stuff
Campaign Launch – Period of adjustments, course correctionsSustained Growth – It’s very difficult to grow an account each month by more than 10%Account Restructure – Need to re-establish performance history, volume will fluctuate Seasonal – Try to use Google Trends to predict when you may see shifts, use previous sales historyAlgorithmic – Search & Display