from the pros: advanced ppc tools

PPC Tools the Pros UseTRADA WEBINAR SERIES

Meet Your SpeakersMatt HesslerDirector of Account Management, Trada13 years of PPC and SEO@fasterstill

Meet Your SpeakersAnna Sawyer Head of Content, TradaAdWords QualifiedDigital Marketing Educator@annafsawyer

We know PPC.Trada is the world’s only performance-based online advertising marketplace.

1 You set CPA goals.

2 We assign a team of PPC experts to your campaign.

3 Your expert team collaborates to beat those goals.

Trada is performance-based PPC.

Trada is performance based: you set goals, experts work to beat them.

Our unique method of goal alignment is not just a feature - it is the driving force in our marketplace. You set goals, your Trada team works to beat them, and they are compensated for their success.

It’s changing the way companies like yours do marketing.

Featured in:

#PPCProToolsUse the hashtag today and win $25.

WEBINARDETAILS

Please enter your questions throughout the call–we’ll get to them at the end!

We will send out a recording and a link to the slides after the webinar.

Where you're losing impressions and WHY

A/B testing, micro-targeting on keywords and user intent

The social sharing site that creative directors use to pioneer ad copy content

Segmentations based on your actual buyers

PPC Tools the Pros UseTRADA WEBINAR SERIES

Looking for more basic help?

www.trada.com/blog

www.trada.com/resources

www.youtube.com/tradainc

Trada has hundreds of FREE resources available to instruct you how to build and manage healthy, profitable pay-per-click campaigns.

How many impressions am I losing?

Impression share is a great, and often underused metric.

This is one of the simplest ways to understand an account's performance and predict how well the account can do if properly optimized.

Brad GeddesAuthor, Advanced Google Adwords@bgtheory

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Google gives you impression share data.

Impression share is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive.

Think of the advertising landscape as a pie. You and your competitors are all trying to get a piece of that pie, and this metric will help you keep track of your percent.

says

Impression share report

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Regional bidding

If you increase the size of your region, you’ll see a decrease in impression share because your “pie” is smaller now.

Where am I losing impressions?

When you combine impression share and quality score pivot tables, you can easily see where you are losing impressions and why - such as quality score, bids, or budgets.

Brad GeddesAuthor, Advanced Google Adwords@bgtheory

Look at the impression data

We sorted by Search Lost IS to see areas of opportunity.

Find Quality Score data

Then we built a column to see Quality Score data by keyword.

Be able to compare the data

You can see impression share at the campaign and ad group levels.

Quality Score data is only available from AdWords at the keyword level. But you can still compare them.

You could use AdWords scripts to track Quality Score at the ad group level. Learn how at deepfootprints.co.uk

An easier (manual) way

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Or you can identify ad groups that are missing impressions and manually look at the keywords within.

If you are smarter than your competitors, and better informed with data,

You can spend less and get better results.

Why do you need sophisticated strategies in PPC?

Where does your company fit?

We think most of our webinar guests are:

- marketing directors/leaders - PPC pros - CEOs/founders

at mid-market companies.

Mid-market companies are somewhere between Fortune 500 and your local pizza shop.

Mid-market companies are cool!

Mid-market companies make up around 40% of the US GDP.

There are 8Million US businesses that make between 500K–500M in annual revenue.

Mid-market companies are unique.

You need sophisticated reporting and analysis

You tend to have small marketing teams/limited resources

Most mid-market companies run PPC in-house...

...or they work with an agency or consultant.

Your needs?

Your PPC solution?

How can I increase conversions?

Matt HeinzAuthor, Successful Selling@heinzmarketing

Unbounce.com.

This platform makes it ridiculously easy to launch and test dozens, even hundreds, of different landing pages for paid search programs. It's awesome for both A/B testing as well as micro-targeting on keywords and user intent.

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Landing page tools like Unbounce allow you to quickly build and A/B test conversion-centric landing pages, which means you can be very targeted with your content.

You can choose from templates, edit and publish in minutes.

Another cool landing page tool.

Matthew UmbroDirector of Paid Search, Exclusive ConceptsFounder of PPC Chat@matt_umbro

SiteSpect has allowed our clients to create promotions and experiences specifically for PPC that help to improve conversion rates.

Brad CohenCreative Strategist at Janrain@supnah

Reddit.

It would be tough to call this site "underused," but it is a realtime feed of stuff that people like and hate. Let it bathe over you, and when you need inspiration, see if there's anything that fits.

Where can I generate contentideas?

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How can I target buyers/prospects?


Segmentations based on your actual visitors / users.

What if you could derive segments from current users who you've successfully "won" and then target people like them? Pulling social profile data and other custom data from site visitors, users or buyers arms you with that data.

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Problem: you don’t really know who your visitors/buyers are.

Shoes for Orange LadiesLooking for shoes to matchyour orangeness, Lady? Shop Now!tradashoes.com/Orange Ladies

Grey Dude SoftwareAt-home tax software.One free month for Grey Guys.tradatax.com/GreyDude

Learn who your buyers are, and use the information.


Social login paired with data analysis of the resultant profile data will get you there. Tools like Janrain to manage the user profiles, and others like Umbel that can tie directly into Janrain data can help you automate the process and even plug back into PPC buys.

Increase site logins and usage with social login tools.

Social login tools have evolved to be more suited to helping your marketing team gain insight about who your users/buyers are and what they like and want.

The next generation of social login drives user data for marketers.

Users log into more sites using the same social login. You get info about who your customers are and use it to inform social display targeting.

Data loves data.

So: a login tool tells you more about your customers

janrain.com

You can integrate to inform display targeting (or not)

umbel.com

And all this super valuable information allows you to build highly informed buyer/user profiles...

Now you know who to write ads for.

Orange Lady:

Buys 2 pairs of Nike shoes/year

Price point: $90-$160

Responds to loyalty programs and shipping thresholds

Also buys running gear

Is in a running club

Has kids who do sports

Nike Shoes for Orange LadiesAll Your Running Shoes/ApparelBuy 2, Get Free Shipping. Shop Now!tradashoes.com/Nike

Jeanne GaudetAccount Manager at Search Influence@jcgaudet

I often use the "Dimensions" tab of AdWords, because you can compare statistics in a variety of different ways and download the data. I can see stats for each day and each day of the week to figure out which days are historically better, and I can compare months to see trends. It helps to see where weaknesses and strengths rest and what we can expect for the next week, month, year, etc.

How can I keep an eye on performance trends?

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Keep your finger on the pulse of your campaigns.

How can I identify areas of optimization?

Terry WhalenFounder and CEO, CPC Search@tdwhalenho

We use Reportly to generate auto-email reports that arrive in our inbox daily. The reports show us period-over-period changes by publisher and campaign.

Joey MullerDirector of Client Services, CPC Search@jmthefourth

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The reports include percent-change calculations and even a natural-language paragraph summing up performance.

How do I manage a million tasks?


We use Producteev to track changes and progress of our advertisers’ accounts.


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Easy task management.



Producteev makes it easy to add things via emails that are already going out.

We just add Producteev to our bcc field, and then we add #label_name to our email subject lines, and Producteev keeps track of all sorts of advertiser-specific information we can reference at any time.

Understand when and why.

“Sometimes we need to know when exactly we started a particular ad test, or why conversions increased or decreased so markedly in April

2012.”

Alone, do you have the time and diversity of strategy to manage sophisticated campaigns well?

You can build out a large in-house team: but they’re expensive, complicated and time-consuming to hire, make space for, manage.

Traditional agency models are often motivated to spend your budget.

Plus... who’s really doing the work?

Mid-market search solutions

In-house PPC team (doing it yourself) Working with an agency

The ideal scenario: a tool for your agency or in-house team.

You could have a team of experts doing the work of PPC on your behalf. They would work with your in-house person, who would manage strategy.

They would be paid based on performance goals you set, meaning they would fight to get YOU results.

They would collaborate within an application that would allow them to see the performance data they need to succeed.

Your in-house team would have control over their strategy and visibility into ALL the data.

You can have both. Trada is the world’s only performance-based online advertising marketplace.

When you join Trada, we assign a highly specialized team of paid search experts (Optimizers) to work on your PPC campaigns.

We have a global community of certified paid search experts.

Optimizers and Trada partners are supported by the Trada Marketplace.

YourCompany

Trada’s Marketplace is where our global community of certified PPC experts work.

Our automated Optimizer Matching™ algorithm makes sure your Optimizer team is qualified based on experience, historical performance and other factors.

Optimizers do work, you maintain control, Trada supports it all.

create and test targeted ad copy generate keyword lists manage bid prices respond quickly to campaign requests

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Your dedicated account manager acts as strategic partner and Optimizer liaison.

Your Optimizer team does the daily work of campaign research, ad copy and testing, and constant refinement.

Goals are finally aligned.

15% of marketers with

their PPC performance

Only marketers are satisfied with their agency’s

The agency model for PPC is outdated. It was designed for

Only 1 in 5 marketers are satisfied with their agency’s performance

Traditional agencies charge a percent of marketing spend. They are motivated to spend your budget.

1 You set CPA goals.

2 We assign a team of PPC experts to your campaign.

3 Your expert team collaborates to beat those goals.

Trada’s customersSeth from Dr Vita loved that his Optimizer team would react immediately to the need for ads for a new product–within hours, ads would be running live on the networks.

Learn more about how we can help.

We’d love to analyze your current PPC and determine if Trada is a fit for a partnership with you.

Type “I’d like a demo” into the chat box.

?@fasterstill

@annafsawyer

Check your email for a follow-up tomorrow: we’ll share the slides, recording and a FREE whitepaper that will help you get ready for Google’s Enhanced Campaigns.

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from the pros: advanced ppc tools

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