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What $1 Million Has Taught Us About Enhanced Campaigns - Jeff Allen at SMX Advanced
1.
WHAT $1 MILLION
HAS TAUGHT US ABOUT ENHANCED CAMPAIGNS @JeffAllenUT Jeff.Allen@hanapinmarketing.com
2.
LOOKING AT EC’S
AT THE MACRO LEVEL
3.
RESULTS FROM ~50 ACCOUNTS &
OVER $1 MILLION DOLLARS IN SPEND (over 30-days).
4.
MOBILE IMPRESSIONS UP 9%
& CLICKS UP 45%.
5.
TABLET IMPRESSIONS UP 48% CLICKS
UP 45%.
6.
COMPUTER IMPRESSIONS UP 5%
& CLICKS DOWN 13%.
7.
BUDGET ALLOCATION PRE-ENHANCED CAMPAIGNS PRE MOBILE:
10.2% TABLET: 10.2%
8.
BUDGET ALLOCATION POST-ENHANCED CAMPAIGNS PRE POST MOBILE:10.2% 16.8% TABLET:
10.2% 11.6%
9.
WHAT DOES THAT
MEAN FOR COMPUTER SPEND? PRE: 79% POST: 71.6%
10.
CPA UP ACROSS ALL
DEVICES COMPUTER: +12% MOBILE: +40% TABLET: +13%
11.
“ENHANCED CAMPAIGNS ARE BULL$#^%” – MATT
VAN WAGNER
12.
LOOKING AT EC’S
AT THE MICRO LEVEL
13.
IDEAL ACCOUNT FOR
EC: • LOCATION SPECIFIC • MOBILE OPTIMIZED • DAY PARTING
14.
60 miles -5% adjust. 40
miles 0% adjust. 20 miles +20% adjust. Campus location
15.
MOBILE BID MULTIPLIER -30%. BASED
ON AVERAGE MOBILE TO DESKTOP CPA VARIANCE.
16.
BUDGET ALLOCATION PRE POST COMPUTER: 81%
74% MOBILE: 9% 16% CPA MOBILE UP 25%, COMPUTER AND TABLET REMAINED NEARLY IDENTICAL.
17.
No extra leads in target
radius
18.
9% INCREASE IN
CPA NO CHANGE IN VOLUME OF LEADS
19.
STRIKE THAT REVERSE IT
20.
28% AFTER CPA DROPS DELETING ALL BID
MODIFIERS
21.
PROBLEMS: • BUDGET ALLOCATION • GARBAGE TRAFFIC •
HARDER TO SEE ISSUES
22.
SOLUTIONS: • MORE CAMPAIGNS • MORE
AD GROUPS • …AND (hopefully) SOMEDAY SCRIPTS
23.
INCREASE SEGMENTATION BEFORE USING MULTIPLERS
24.
COMPUTER CPA SPIKED DUE
TO CHANGES IN AVERAGE POSITION avg. pos. change in impressions 1-1.5 1.5-2 2-2.5 … 3.5-4 4-4.5 +39% +19% -6% -29% -32% *Excludes Brand Terms
25.
CAMPAIGN FARM SYSTEM
26.
TIERED CAMPAIGNS TYPE MAJORS LOCATION MULTIPLIER NONE (NEAR
CPA GOAL) FARM ONLY DOWN (< -20% OF CPA GOAL) PREP (> -20% OF CPA GOAL) ONLY UP
27.
All MOBILE IMPRESSIONS (avg.
pos. = change in impressions) 1-1.5 = +170% 1.5-2 = +101% 2-2.5 = +13% 2.5-3 = +17% 3.5-4 = +5% *Excludes Brand Terms
28.
MOBILE IMPRESSIONS FOR KW’S
AT CPA GOAL (avg. pos. = change in impressions) 1-1.5 = -16% 1.5-2 = +170% 2-2.5 = -6% 2.5-3 = -63% 3.5-4 = +42% *Excludes Brand Terms
29.
IDEALLY, AD GROUPS
WOULD HAVE ONE KEYWORD PER AD GROUP. KEYWORD LEVEL MULTIPLIERS WOULD RENDER THIS OBSOLETE.
30.
TIERED AD GROUPS TYPE MAJORS DEVICE
MULTIPLIER NONE (NEAR DESKTOP CPA) FARM ONLY DOWN (< -20% OF DESKTOP CPA) PREP (> -20% OF DESKTOP CPA) -100%
31.
USE BID MODIFIERS SPARINGL Y
I E R . T CPA will spike if you use on high position keywords . C A M PA I G N S & ad groups based on performance.
32.
ENHANCED CAMPAIGNS More relevance,
better results #NAILEDIT Jeff Allen Hanapin Marketing @JeffAllenUT
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