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Pay Per Click Campaigns
What Does Maximize Mean to You?
Identify – What You Want to Maximize                                       Keywords / Budgets /                          R...
Before You Start Maximizing                                                 Know Your Constraints & ObjectivesSearch Volum...
Let’s Get Maximizing
Maximizing ForDevices
Mobile is Changing the Landscape Quickly                                                                                  ...
Evaluate the Opportunity CloselyOn Their PCs                                        On Their Mobile Devices          Revie...
Stuff you can do on Mobile Search
Mobile / Tablet Devices Best Practices1   Separate Campaigns for Mobile, Tablets & PC2   Have different keywords for Mobil...
MaximizingLanguages
Languages Play a Key Role                     Search Behavior Composition                                                C...
MaximizingOpportunity
Maximizing for Opportunity             Are your spends                                                Is there an opportun...
Maximizing for Opportunity                     So If You Really Wanted to MaximizeCampaign             % of Total Spend   ...
Do You Really Need to Spend More?The Tipping point; beyond this your campaigns will startto cost you more than what you ha...
Investing more in SoIS – Worth the Effort?         Spend (SGD)         CPC (SGD)80,000                                    ...
Do You Really Need to Spend More?This the region your current campaign is performing.                      This can be a s...
Using Advance Modeling to Find The ConnectionSales Vs Daily Spend$140,000$120,000$100,000  Sales                          ...
Relationship between Sales + Clicks$140,000$120,000$100,000  Sales                                                        ...
Relationship between CPC + Sales$140,000$120,000$100,000   Sales                                                          ...
MaximizeControl
Use Auction Insights to Your PowerDo you really need to out bid your competitors?
The Keyword Match Type          Keyword            Max. CPC Clicks Impressions CTR Avg. CPC Avg. position    Broad Match K...
Do Not Overkill your Account with Too Many Ads20 messages per ad group is a strict no no!      Converting Ads Spend       ...
Do You Really Need Long Tail?Matured Markets                                            SEA Markets                       ...
Day of the Week Optimization Monday TuesdayWednesdayThursday  Friday Saturday Sunday
Hour of the Day                                                                                      Clicks    Conv0   1  ...
Some New Stuff we are testingDynamic Search AdsOffer Extension Ads
Other Stuff we are using      Automated Rules      Adwords Scripts
PageDomination
In Summary                          Keywords / Budgets /             Reach                          CPC / Impression Share...
Happy Maximizing Your PPC Campaigns
Maximize PPC Campaigns
Maximize PPC Campaigns
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Maximize PPC Campaigns

if you ever wondered; what all you can do with making your PPC campaigns more efficient...this is the reference point.

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Maximize PPC Campaigns

  1. 1. Pay Per Click Campaigns
  2. 2. What Does Maximize Mean to You?
  3. 3. Identify – What You Want to Maximize Keywords / Budgets / Reach CPC / Impression Share Impact CTR / CPA Sales ROI / CPA Efficiency Clicks / CPC / CTR
  4. 4. Before You Start Maximizing Know Your Constraints & ObjectivesSearch VolumeCompetitive Position, Preference & EnvironmentBudget, Time and Results
  5. 5. Let’s Get Maximizing
  6. 6. Maximizing ForDevices
  7. 7. Mobile is Changing the Landscape Quickly Mobile CPC’s (Singapore) Mobile Tablet Mobile, 30% Tablet, 10% Jan Feb Mar Apr May Jun Jul Aug Sep Mobile CTR’s (Singapore) Mobile Tablet PC, 60% Mindshare Benchmark Performance Data Q3, 2012 Jan Feb Mar Apr May Jun Jul Aug Sep
  8. 8. Evaluate the Opportunity CloselyOn Their PCs On Their Mobile Devices Review Used / Review 16% Preowned 14% 14% Service Used / Center Preowned 19% 12% Spare Parts 13% Spare Parts 8% Dealership 5% DealershipServiceCenter 6% 17% Rent 5% Rent 3% Price Price 38% 30%
  9. 9. Stuff you can do on Mobile Search
  10. 10. Mobile / Tablet Devices Best Practices1 Separate Campaigns for Mobile, Tablets & PC2 Have different keywords for Mobile & PC3 Use Radius Targeting for US targeted campaign4 Use all extensions applicable.
  11. 11. MaximizingLanguages
  12. 12. Languages Play a Key Role Search Behavior Composition Cost Per Click English Local 2 Languages Malaysia Thailand Malay Thai 24% 34% Engli Engli sh sh 66% 76% Filipin Indonesia o Philippines 13% Baha sa 42% Engli sh Engli sh 58% 87% Indonesia Malaysia Thailand VietnamMindshare Paid Search Campaigns, 2011 ~ 2012
  13. 13. MaximizingOpportunity
  14. 14. Maximizing for Opportunity Are your spends Is there an opportunity to aligned to the right set expand or are you already of keywords maximizing the coverage.Campaign % of Total Spend % of Total Clicks % of Conv. Impr ShareBrand [Broad] 2% 12% 26% 72.54%Brand [Exact] 1% 5% 20% 100.00%Competitor [Broad] 7% 15% 3% 22.31%Generic [Broad] 74% 52% 37% 89.07%Generic [Exact] 16% 16% 14% 92.03%
  15. 15. Maximizing for Opportunity So If You Really Wanted to MaximizeCampaign % of Total Spend % of Total Clicks % of Conv. Impr ShareBrand [Broad] 2% 12% 26% 72.54%Brand [Exact] 1% 5% 20% 100.00%Competitor [Broad] 7% 15% 3% 22.31%Generic [Broad] 74% 52% 37% 89.07%Generic [Exact] 16% 16% 14% 92.03%
  16. 16. Do You Really Need to Spend More?The Tipping point; beyond this your campaigns will startto cost you more than what you have anticipated.
  17. 17. Investing more in SoIS – Worth the Effort? Spend (SGD) CPC (SGD)80,000 1.4070,000 1.2060,000 1.0050,000 0.8040,000 0.6030,00020,000 0.4010,000 0.20 0 0.00 100% 90% 80% 70% 60% 50% 40% 30% 20% 10%The reason why CPC’s goes up is because not always theadvertiser loses the search impression because of budget; butalso because of poor rank which is due to lower bids.
  18. 18. Do You Really Need to Spend More?This the region your current campaign is performing. This can be a stretched spends & expected performance which is less cohesive. Thus, if you operate with higher budgets your CPA might be higher & more sporadic.
  19. 19. Using Advance Modeling to Find The ConnectionSales Vs Daily Spend$140,000$120,000$100,000 Sales Sales $80,000 xBar $60,000 ybar $40,000 Poly. (Sales) $20,000 $0 $0.00 $100.00 $200.00 Daily Spend $300.00 $400.00 $500.00 $600.00 $700.00 $800.00
  20. 20. Relationship between Sales + Clicks$140,000$120,000$100,000 Sales Sales $80,000 xBar $60,000 ybar $40,000 Linear (Sales) $20,000 $0 0 500 1,000 Clicks 1,500 2,000 2,500 3,000 3,500
  21. 21. Relationship between CPC + Sales$140,000$120,000$100,000 Sales Sales $80,000 xBar $60,000 ybar $40,000 Linear (Sales) $20,000 $0 $0.00 $0.20 $0.40 CPC $0.60 $0.80 $1.00 $1.20
  22. 22. MaximizeControl
  23. 23. Use Auction Insights to Your PowerDo you really need to out bid your competitors?
  24. 24. The Keyword Match Type Keyword Max. CPC Clicks Impressions CTR Avg. CPC Avg. position Broad Match Keyword $10.00 262 19,027 1.38% $7.11 3.02Broad Match Modifier Keyword $12.60 472 15,990 2.95% $8.93 2.23By using BMM keyword type, we are able to optimize the campaign CTR andAvg Position with a marginally higher CPC.The keywords run in parallel for 30 days before switching to only BMM Match type.
  25. 25. Do Not Overkill your Account with Too Many Ads20 messages per ad group is a strict no no! Converting Ads Spend Clicks Conv 400 Yes 250 44% No 56% 20 32 Before After
  26. 26. Do You Really Need Long Tail?Matured Markets SEA Markets Words Searches CTR CPC 1 2 3 4 5 6Markets like SG/MY/ID/TH/VN – are very different as compared to the marketslike US / UK / AU in terms of user behavior. Thus using Long Tail Keywords is notalways a good option in our region.
  27. 27. Day of the Week Optimization Monday TuesdayWednesdayThursday Friday Saturday Sunday
  28. 28. Hour of the Day Clicks Conv0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 One can Always Emphasis is always on maximizing Argue – To keep of every dollar invested vs an always the campaign ON open shop when no one is buying. or OFF
  29. 29. Some New Stuff we are testingDynamic Search AdsOffer Extension Ads
  30. 30. Other Stuff we are using Automated Rules Adwords Scripts
  31. 31. PageDomination
  32. 32. In Summary Keywords / Budgets / Reach CPC / Impression Share Impact CTR / CPA Sales ROI / CPA Efficiency Clicks / CPC / CTR
  33. 33. Happy Maximizing Your PPC Campaigns

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