1 / 32

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?.

tallulah-lynch
Download Presentation

PPC Case Study Pubcon 2010

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related