what would beyonce do? 5 fierce ppc tactics to make your account a superstar - smx west 2016
TRANSCRIPT
#SMX #XXA @MaddieMarketer
Fierce PPC Tactics To Make Your Account A Super Star
TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGEWHAT
WOULDBEYONCÉ
DO?
#SMX #XXA @MaddieMarketer
Senior Client Manager at Point It Digital Marketing
5 Years in PPC
Oversee $35M in Yearly Media
Global SEM Program Lead 20 Person Team 30 Languages 60 Markets
2015 US Search Award “Young Search Professional”
I QUEEN BEY!
WHO AM
I?
#SMX #XXA @MaddieMarketer
OKAY, SMX NOW LET’S
GET IN #FORMATION
#SMX #XXA @MaddieMarketer
BEST NEW PPC FEATURES & UPDATES
DRUNK IN
LOVE WITH PPC
#SMX #XXA @MaddieMarketer
UPGRADED URLS Destination URLs became
Final URLs on July 1st, 2015 Ads keep performance data If changes made to tracking
template, ads aren’t sent back for review
SASHA FIERCE TIP
Partner, let me
upgrade you
AdWords Editor still shows the Destination URL field, so
it’s easy to miss updating your Final URL field when building or updating ads
#SMX #XXA @MaddieMarketer
More bulk edit/multi-select
options
New navigation & advanced
search not as intuitive
to use
ADWORDS EDITOR 11 Redesigned interface New features support for
Labels Call-only Ads Upgraded URLs
SASHA FIERCE TIPDid you know there are new
keyboard shortcuts to use with AWE, including
CTRL+B to change bids and CTRL+U to change URLs
CON
PRO
HAPPY BEY
SAD BEY
#SMX #XXA @MaddieMarketer
RLSA – GOOGLE ANALYTICS AUDIENCES No longer limited by the AdWords
tag! Now can also use GA audiences
Not all GA data available to use due to privacy policies
Limitations for GDN dimensions and specific language & tech dimensionsSASHA FIERCE
TIPGet the most out of RLSA! Duplicate star campaign, write new ads, and bid up
on narrowed valuable audience by using
target & bid
Where my audience data
at?
#SMX #XXA @MaddieMarketer
AUTOMATED SHOPPING EXTENSIONS New extensions displayed alongside
PLAs at no additional cost Automatically show free shipping &
price-drop information Promotional text retired end of Sept
2015
Tell me, what you think about me?
I buy my own diamonds &
I buy my own rings
SASHA FIERCE TIPWant to highlight other
offers? Utilize Shopping extensions like Merchant
promotions, Product Ratings, & Trusted Stores certification
#SMX #XXA @MaddieMarketer
BIDDING TACTICS YOU SHOULD TEST
IF YOU LIKE IT THEN YOU
SHOULD HAVE PUT A
BID ON IT
#SMX #XXA @MaddieMarketer
FLEXIBLE BID STRATEGIESAdWords offers multiple automated, algorithmic bidding strategies, found in the Shared Library – and you should be testing them!
Maximize Clicks
Target Search Page
Location
Target Outranking Share
$Target
CPA Enhanced
CPCTarget ROAS
#SMX #XXA @MaddieMarketer
TARGET ROAS Case study with Gaming client
One of the first to test strategy
Aim to maximize conversion value to hit goal ROAS target
Bids changed based on predicted performance of ads
ROASROAS up
+47 points Revenue up +8%
#SMX #XXA @MaddieMarketer
TARGET OUTRANKING SHARE Case study with Consumer
Electronics client
Set goal percentage of target outranking share relative to main competitors in last 3 months
Focus was to start outranking competitors following up to Black Friday
ROASTop of Page
Rate increased +5%
Avg Position improved
+13%Better position in
100% of searches
on Black Friday+3% profit
increase
Yeah, that’s right.
WHAT’S UP
#SMX #XXA @MaddieMarketer
MULTI-STRATEGY FLEXIBLE BIDS Case study with e-Commerce client
Used multi-strategy approach: Target Search Page Location
to drive volume for promos Maximize Clicks
to increase traffic with brand value keywords
Target CPA to maximize orders on last-click conv keywords
+65% increas
e in convs
Reduced CPA
by 4%
#SMX #XXA @MaddieMarketer
FLEXIBLE BID STRATEGIES NEED TIME TO LEARN
Learning AdWords gathering performance to optimize
bids WHY: New Strategy? Budget Changed? Setting
Changes? Added/removed from the strategy?Limited Strategy needs to be edited in order to start
optimizing WHY: Max Bid Limits? Not Enough Data? Low
Spend? Budget Constrained? Low QS?
SASHA FIERCE TIPCheck Your Flexible Bid
Strategy Status in the Shared Library
to see if it is Learning or Limited
#SMX #XXA @MaddieMarketer
BRANDED PPC STRATEGY TIPS
SAY MY NAMESAY MY NAME
#SMX #XXA @MaddieMarketer
BRANDED PPC - BIGGEST CHALLENGE
Protecting The Brand
(Favoring Brand Voice Over Best PPC Practices)
Testing & Innovating
(Having Fun!)
#SMX #XXA @MaddieMarketer
PROTECT THE BRAND Discuss ad messaging guidelines
before launching new ads Consider internal vs. external brands What’s the appropriate CTA? Be realistic about what can fit in 95
characters Brand protection isn’t only done
with ads Avoid being generic in your landing
experience – searchers notice and bounce off!
Drop searchers on most relative page you can
Multiple accounts and/or campaigns? Set up regular auditing for consistency Align with other internal teams’ bidding
#SMX #XXA @MaddieMarketer
PRIORITIZE VALUE PROPS Brands have to work hard to
compete & stand out in PPC! What are your value props? What are your competitors
doing? What’s your audience looking
for?
Back up the argument to test best practice PPC over brand messaging with data!
#SMX #XXA @MaddieMarketer
MANAGE COMPETITION Use Auction Insights
Seriously, it better be your best friend
Label & Regularly Monitor Top Keywords
Keep an eye on your high-converting, lower-funnel keywordsSASHA FIERCE
TIPSet Up a QS tracker! Implement QS Tracker
AdWords Script & generate graphs to monitor historical
QS
#SMX #XXA @MaddieMarketer
SIGNS YOU HAVE A BEYONCE-QUALITY PPC TEAM
YOUR PPC?***FLAWLE
SS
#SMX #XXA @MaddieMarketer
Your PPC team should measure RESULTSAsks about specific goals
What is your target KPI? Do you have monthly, quarterly, yearly goals? How were those goals set?Delivers consistent & transparent reporting Doesn’t lump all campaigns together Clear segmentation of campaigns & categories Includes all relevant metrics #RESULT
SRED FLAGS Are you able to access your raw data? Do your reports always include only positive
results? Are many metrics hidden or deleted out of
reports?
#SMX #XXA @MaddieMarketer
Do you go months w/o hearing about PPC updates & new features?
Do they dodge discussing decreases or fluctuations? Are they genuinely excited about learning?
Your PPC team should value KNOWLEDGE SHARINGKeep your account updated Implementing applicable new features Ensuring best PPC practices set up Looks for opportunities to change areas in
order to improve performanceShares new ideas & new learnings Talks about the good & the bad performance Excited about learning, innovating,
testing, & growth
I got beauty,
I got heartKeep my heads in
them books,
I’m SMART
RED FLAGS
#SMX #XXA @MaddieMarketer
Your PPC team should consistently COMMUNICATEQuick to communicate & collaborate Regular calls & check-ins Proactive with ideas & initiatives Discusses tactics and revisits with you to ensure
they align with your goalsDoesn’t just say yes to everything Challenges things if they think it’ll hurt
performance Partners with you and discusses in detail to
come to the best solution
I KNOW IT’S CRAZY
OMG, we’reSO
successful!
RED FLAGS Do they miss calls, meetings, emails often? Are they proactive & detail oriented in their
communication style? Do you often have the be the first to take the
initiative?
#SMX #XXA @MaddieMarketer
BOUNCING BACK FROM PERFORMANCE DROPS
I’MA
SURVIVOR
#SMX #XXA @MaddieMarketer
IDENTIFY THE PROBLEMFIRST: Where did the drop in performance happen?
Keyword?
Ad
Group? Campaign?
#SMX #XXA @MaddieMarketer
BrainLabs has an awesome Auction Insights Script that you can run in a Google Doc
to visualize your Auction trends over time.
ASSESS COMPETITIVE IMPACTSWHERE MY
COMPETITORS AT?
SASHA FIERCE TIP
#SMX #XXA @MaddieMarketer
ALLOW FOR FLEXIBILITY Set KPIs per campaign category
Branded vs. Non-Branded Product Specific Testing Goals
Set thresholds to determine when it’s time to pivot your bidding strategy
Give yourself room to test, but set guardrails to keep things in check
Budget caps Max CPC caps Automated email
reports/notifications
Yes, that is human-being Beyoncé
doing that
#SMX #XXA @MaddieMarketer
BOUNCE BACK IN BEYONCÉ STYLE The great thing about
PPC? You can make changes nearly instantaneously and bounce back!
Be proactive Learn from your mistakes Remember you are human Share your wisdom with the
SEM community
#SMX #XXA @MaddieMarketer
1 2 3 4 5TAKEAWAYS
BEY//KEY
New Features! Try RLSA!
Test Flexible Bid Strategy
Find Intersect of Brand Voice + PPC Best
Practices
Work with PPC team w/ results, knowledge, &
communicationUse Auction Insights Script to Bounce Back
FasterASK YOURSELF WHAT WOULD BEYONCÉ
DO?
#SMX #XXA @MaddieMarketer
I’MA
SURVIVORQUEEN
BEYALL HAIL
#SMX #XXA @MaddieMarketer
CAN’T GET ENOUGH
BEYONCÉ?Story of my life…
Check out my presentation blog post for more info & resources:
www.pointit.com/blog/what-would-beyonce-do-
webinar
ALSO, check out this playlist of my favorite
Beyoncé jams!bit.ly/What-Would-
Beyonce-Do