Managing
04 : 16 : 2012
Large Budgets
Without
Losing Your Mind

Leaders in B2B SEM
TOP 30 AGENCY
US
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing
2

What Makes You Lose Your Mind as a PPC
Manager?
@Mel66

Help is On the Way!
@Mel66

Plan: A Little Planning Goes a Long Way
• Clearly establish KPIs &
measurement method
@Mel66

Plan: A Little Planning Goes a Long Way
• Use channel conversion tracking!
@Mel66

A Little Planning Goes a Long Way
• Map out account structure ahead of time
@Mel66

A Little Planning Goes a Long Way
• Get granular, but not TOO granular
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Keyword Set: Semi Truck Rental
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Keyword Set: Flatbeds
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@Mel66

Prepare: More Than Just a Name
• Campaign naming
structure helps sort &
filter
@Mel66

Prepare: More Than Just a Name
• Helps with PPC engine
management and
analytics segments
@Mel66

Tools of the Trade
• AW Editor at minimum
– Holistic view of the account
– Bulk updates
@Mel66

Tools of the Trade
• Many good campaign management &
reporting tools, use if you can afford them
@Mel66

Tools of the Trade
• Other great tools:
@Mel66

Tools of the Trade
Don’t forget web analytics to get the whole picture
FREE!
@Mel66

Prioritize!
• Structure helps here
– Can sort by spend, cost/conversion, whatever
@Mel66

Prioritize!
• Structure helps here
– Set up filters to quickly assess performance of
different campaigns or segments
• Good naming structure is critical for this
@Mel66

Prioritize!
• If a product, service, keyword, whatever is
mission-critical, put it in its own ad
group, campaign, or even account
– Yes, some clients have multiple Adwords
accounts (one of ours has 28)
@Mel66

Prioritize!
• Budget & settings
control
@Mel66

Prioritize!
• Use custom alerts
@Mel66

Prioritize!
• Better ad copy testing
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@Mel66

Prioritize!
• Easier reporting for the client
Engine Clicks Impr Cost CTR Avg CPC Avg pos
Google AdWords 8182 56798 2122.95 0.14 0.26 1
Microsoft adCenter 4988 27741 1116.78 0.18 0.22 1
Google AdWords 3209 9539 474.01 0.34 0.15 1
Google AdWords 1766 32400 2330.77 0.05 1.32 1.21
Google AdWords 1017 31628 1230.27 0.03 1.21 1.35
Google AdWords 658 146016 2802.09 0 4.26 2.02
Google AdWords 595 1057179 1670.39 0 2.81 1
Google AdWords 426 62104 1824.03 0.01 4.28 1.82
Google AdWords 351 60019 1652.47 0.01 4.71 1.66
Google AdWords 317 3091 248.85 0.1 0.79 1.02
Google AdWords 305 2710 8.46 0.11 0.03 1
Google AdWords 283 92706 1536.36 0 5.43 1.73
Google AdWords 226 8049 1202.87 0.03 5.32 2.02
Google AdWords 208 17847 298.3 0.01 1.43 1.34
Google AdWords 202 7546 264.69 0.03 1.31 1.72
Google AdWords 200 44103 914.41 0 4.57 1.88
Google AdWords 161 77715 875.75 0 5.44 2.86
Google AdWords 137 23203 1149.48 0.01 8.39 1.54
Google AdWords 122 5666 247.44 0.02 2.03 1.27
Google AdWords 60 10740 240.21 0.01 4 2.22
Google AdWords 60 487 2.14 0.12 0.04 1.01
Google AdWords 52 3152 77.55 0.02 1.49 1.4
Google AdWords 42 465 39.53 0.09 0.94 1.01
Google AdWords 30 480 29.42 0.06 0.98 1.45
Google AdWords 24 1172 41.43 0.02 1.73 1.36
Google AdWords 18 2746 65.02 0.01 3.61 1.18
Google AdWords 13 1419 25.71 0.01 1.98 1.52
Google AdWords 11 115 4.4 0.1 0.4 1.06
@Mel66

Prioritize!
• Easier reporting for the client
Client PPC Dashboard
January 2012
Monthly Performance Overview
What Happened This Month? {MostImportantCampaign} Trending
> Insight A
Clicks CTR CTR (Momentum)
> Insight B 0.30% 10,000
> Insight C 9,000
0.25% 8,000
What Does That Mean? 7,000
0.20%
> Implication A 6,000
> Implication B 0.15% 5,000
> Implication C 4,000
0.10% 3,000
What Do We Recommend? 2,000
0.05%
> Recommendation A 1,000
> Recommendation B 0.00% 0
> Recommendation C Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
@Mel66

Procure Assistance: Get Help!
– Tools help a lot
@Mel66

Procure Assistance: Get Help!
– Divide & conquer:
• Junior staffer or intern
to help w/nitty gritty
– Daily budget
monitoring
– KW research
– Ad testing / copy
brainstorming
– New campaign setup
– Report data pulling &
formatting
@Mel66

Procure Assistance: Get Help!
– Your search engine
reps can also assist –
make them earn their
pay!
• Data pulling
• Presentation creation
• Help w/setting up
campaigns
• Just be careful of their
“optimizations”
@Mel66

In Summary
• Plan
• Prepare
• Prioritize
• Procure (help)

mackey
Melissa Mackey
Melissa.Mackey@gyro.co
m
@Mel66
27