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PPC Case Study Pubcon 2010

PPC Case Study Pubcon 2010. About Me. President Stone Temple Consulting 19 person SEO/PPC Services Firm Columnist: Author:. > $50K Per Month Spend?. Competitive Marketplace. Optimize Campaigns > 10 Hours /Week?. If Not …. But All I Need is a Bid Management Tool, Right?.

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PPC Case Study Pubcon 2010

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  1. PPC Case StudyPubcon 2010

  2. About Me • President Stone Temple Consulting • 19 person SEO/PPC Services Firm • Columnist: • Author:

  3. > $50K Per Month Spend?

  4. Competitive Marketplace

  5. Optimize Campaigns > 10 Hours /Week?

  6. If Not …

  7. But All I Need is a Bid Management Tool, Right?

  8. Quick Case Study

  9. Client Scope • Local Service area business with a national scale • 5 to 10 service mile radius • Many hundreds of locations • High local search term volume • Willing to aggressively invest in online lead generation

  10. Initial Situation • Worked with a PPC agency (not us!) • Approach was to implement their tool • Report on it weekly • Tweak dials and gauges are requested by client • Typical metrics for a given month: • $80K Spend, 80% ROI

  11. 2008 through 2010 Results Spend ROI

  12. How did we get these results?

  13. Client Selected Kenshoo

  14. Kenshoo Provides • Overall Campaign & Bid Management • Set ROI goals • Keyword by keyword bid management for those with enough data • Grouped keyword bid management for those that do not • Aka portfolio management • Note: Marin does these things very well too! too!

  15. Typical Bid ManagementResults

  16. Summary of the Results • Redline is the target ROI • Each data point is the ROI for a keyword, or group of keywords • Actual average of these numbers 15% higher than the target ROI • Results are all over the map! • This is normal

  17. Human Input Required!

  18. Key Areas • Negatives • Bid down or disable losers • Scale Winners • Discovering new keywords • Ad Optimization (summary of results from when we did that) • Competitive analysis

  19. Negatives • Every month: • Review actual user queries that resulted in PPC traffic • Identify the higher volume ones that don’t make sense • Ex: you bid on “printers” and you got a query for “cheap printers”, but you are the high priced product • Don’t have resources to do this? • Use Epiar

  20. Dealing with Losers • Every week: • Find underperforming keywords • Evaluate scope of the problem • Pause them if it’s too big to fix • Or, bid them down if you can

  21. Scale Winners & Discover NewKeywords • Every week: • Identify winners • Milk them for all they are worth! • Look for related keywords that you are not bidding on • See if your competitors bid on them • Add them to your mix

  22. GKWP Report

  23. Identifying Winners

  24. Identifying Losers

  25. Ad Optimization • Ongoing Basis • Test multiple ad copy variations • Wait until you have • enough data, then: • - Pick the winners • - Prune the • losers • - Start Your • next test!

  26. Ad Optimization Results

  27. Ad Optimization Results

  28. Competitive Analysis Source: SEMRush

  29. Competitive Analysis Source: SEMRush.com Source: SEMRush

  30. One More Thing …

  31. Separate out Brand Terms • Don’t let your competitor steal your business! • Simply outbid them • You should have the quality score advantage • Don’t take the risk that they will be bid down

  32. Thank You! Eric Enge President Stone Temple Consulting eenge@stonetemple.com @stonetemple

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