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ppc planning ppc to
save your sanity
aaron levy
@bigalittlea

@bigalittlea
@SEERinteractive
ppc has a
problem

flickr.com/photos/ishmaelo
flickr.com/photos/bunchofpants/

@bigalittlea
3 stages x 3 ideas =
9 tips to keep it together
food

food

food & beer

food

beer

food

food

food

beer

food

beer

food

food

7
flickr.com/photos/bluesquarething/

@bigalittlea
@bigalittlea
prepare
flickr.com/photos/henryalva/

10
1: meez

flickr.com/photos/bluesquarething/

@bigalittlea
LEARN:

the busness
the goals
the stakeholders
the fears
the marketing plan
the bonus plan
@bigalittlea

12
week of the month
conversions pick up…”

ROLE PLAYING

@nick_vigg: "every second
second week of most months.
think that has an impact…?”

ROLE PLAYING

@client: "we run radio the
DOES RADIO IMPACT?

yes. yes it does.
DR OZ = PROFIT!
@bigalittlea

RASPBERRY KETONES

SEARCH VOLUME SPIKE
@bigalittlea

RASPBERRY KETONES

GUESS HOW MUCH CLICKS COST?
2: label relentlessly

@bigalittlea

Image credit: http://ralamac.deviantart.com/
“AdWords Labels for Effective
Account Management: Moar
Labels!” - @michellemsem
“AdWords Labels: Why I
Love Them & You Should
Too”- @katiewalton85

“4 Ways I Use AdWords Labels to
Manage My AdWords Campaigns
Faster” - @AndrewLolk
@bigalittlea

20
COLLEGES: 12
PROGRAMS: 60
DEGREE LEVELS: 4
REGIONS: 5
AGENCIES: 2
@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
400+ campaigns

@bigalittlea

flickr.com/photos/superyyy100/
CAMPAIGN:

agency
college
geo
channel
@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
AD GROUP:

program
level
branded/non brand

@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
KEYWORD:

general
category-specific
program-specific

@bigalittlea

LABEL RELENTLESSLY

UNIVERSITY CLIENT
pow-pow
powerpivot

flickr.com/photos/gurana/
@bigalittlea

27
3: scratch made vs. store-bought

@bigalittlea

flickr.com/photos/mountjoy/
@bigalittlea
Jan

Feb

Mar

Apr

May

SEER REPORT HOURS

Acquisio

Excel
Jun

Jul

Aug

Sep
ROI VS. ROE

small business?
small campaign?
small spend?
low maintenance account?
@bigalittlea

FOR YOU…?

ARE YOU A…
$=free.99
infinite roi
execute
33
4: keep busy, avoid the busy trap
@bigalittlea

brecht vandenbrouche
AUTOMATED OR ALGORITHMIC?

if keyword is x above cpa over
30 days, drop bids by y
if keyword is z below cpa over
30 days, bump bids by q
@bigalittlea

BID CHANGES

NORMAL BID RULES:
DAILY CHANGES = PROBLEM

look at the same keywords
look at the same data
over compensate
@bigalittlea

BID CHANGES

BID RULES WILL:
seer.is/bidrules
5: test small, win big

@bigalittlea

flickr.com/photos/penguincakes/
@bigalittlea

“i want to fail fast”

flickr.com/photos/jeanpaulmca/
flickr.com/photos/ishinelike/

SOUNDS EXPENSIVE?

@bigalittlea
CAMPAIGNS? mature

CMO? test everything now!
MOBILE SITE? piece o’ crap
@bigalittlea

TEST SMALL, WIN BIG

MOBILE TEST
SOLUTION?
exact-only campaigns
best keywords per category
sky high mobile bids

@bigalittlea

TEST SMALL, WIN BIG

MOBILE TEST
EXPECTED WINNER?
58% higher cpa
EXPECTED LOSER?
37% lower cpa
@bigalittlea

TEST SMALL, WIN BIG

MOBILE TEST RESULTS
TEST ACTUALLY SPENT:
3% of total budget
TEST COULD’VE SPENT:
13% of budget
@bigalittlea

TEST SMALL, WIN BIG

ACTUAL COSTS
TEST COULD’VE COST:
7% of total conversions

@bigalittlea

TEST SMALL, WIN BIG

POTENTIAL BUSINSS COST
6: set expectations

flickr.com/photos/mistersmed/

@bigalittlea
1.2% ctr

1.2% ctr

4.1% cvr

3.7% cvr

@bigalittlea

AWESOME OUTERWEAR

AIM FOR SALES, NOT CLICKS
grow
flickr.com/photos/mistersmed/

48
7: can’t please everyone

flickr.com/photos/penguincakes/

@bigalittlea
eh, screw it
@bigalittlea
@bigalittlea

changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf
print all of
the things!

flickr.com/photos/blue_mountains_library_-_local_studies/
PARADOX OF CHOICE
flickr.com/photos/ishinelike/

GUESS HOW IT WENT

@bigalittlea
SOLUTION
curated images
9 categories
9 images per category
conv. rate ↑↑↑
@bigalittlea

PARADOX OF CHOICE

CUT THE CRAP
8: kaizen

56
nobody grew from query mining

@bigalittlea

flickr.com/photos/curtisperry/
storage
containers
@bigalittlea
SOLUTION:

survey the sales team

@bigalittlea

ALWAYS IMPROVE

STORAGE CONTAINERS
FINDINGS:

regional language
need-specific terms
red flag negatives
@bigalittlea

ALWAYS IMPROVE

FIND SOMETHING NEW
cost

conversions

cpa

old storage

$356k

3,555

$100

sales team
terms

$40k

562

$70

@bigalittlea

ALWAYS IMPROVE

NEW VS. OLD
9: challenge convention

@bigalittlea

molecularrecipes.com
not for everyone

@bigalittlea
NORMAL LPS
…BUT WHAT IF
LEFT:

1,175 clicks
85 conv
7.2 % cr
@bigalittlea

RIGHT:

1,162 clicks
83 conv
7.1 % cr

LANDING PAGE FORMS

DOESN’T MATTER!
lets play again!
NORMAL 3-COLUMN
CENTER 3-COLUMN
CENTER:

RIGHT:

215 clicks 187 clicks
30 conv
23 conv
14.0 % cr
12.3 % cr
@bigalittlea

LANDING PAGE FORMS

WEIRD WINS!
flickr.com/photos/feil/

oh s*%#...
72
flickr.com/photos/kenudigit/

10: life in the weeds

73
embrace surprise

@bigalittlea

flickr.com/photos/judybaxter/
ENHANCED
CAMPAIGNS
76
@fmshovlin

“they’re just
campaigns
now…”

@bigalittlea
ENHANCED JUNK

start with the best

@bigalittlea

FIGURE IT OUT

MOBILE:
ENHANCED JUNK

-adsenseformobileapps.com
-appspot.com
-bids in the evening
@bigalittlea

FIGURE IT OUT

TABLETS:
ENHANCED ADVANTAGES

+ strong conv. rates
leave nyc + ca alone

@bigalittlea

FIGURE IT OUT

GEO:
ENHANCED ADVANTAGES

@bigalittlea

FIGURE IT OUT

SUPER SITELINKS!
ENHANCED ADVANTAGES

call conversions
estimated total conversions

@bigalittlea

FIGURE IT OUT

CROSS DEVICE TRACKING:
ENHANCED ADVANTAGES

…REMARKETING??

@bigalittlea

FIGURE IT OUT

CROSS DEVICE…
flickr.com/photos/tojosan/

you can still clean up
@bigalittlea
reward
@bigalittlea

flickr.com/photos/riekhavoc
…or just reward me

@bigalittlea

flickr.com/photos/brostad/
aaronl@seerinteractive.com
slideshare.com/bigalittlea
@bigalittlea

87

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