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SES London 2012 - Thomas Bindl - PPC Tools of the Trade
1. London | 20–24 Feb, 2012 | #seslondon
Increase data quality and efficiency
@refinedads
2. London | 20–24 Feb, 2012 | #seslondon
Thomas Bindl – Online Marketing Expert since 1999
Active in online marketing industry since 1999
Initially strong focus on SEO as affiliate
Consultant for companies worldwide
Speaker at leading conferences worldwide
Performance marketing as passion
Founder of Refined Labs
@refinedads
3. London | 20–24 Feb, 2012 | #seslondon
About Refined Labs
Founded in February 2007 in Munich
17 employees
100+ million keywords under management
Active in 60+ markets, 30+ currencies and languages
Agencies and big direct spenders as customers
The company behind Refined Ads, a leading
Cross-Channel-Tracking Software
@refinedads
4. London | 20–24 Feb, 2012 | #seslondon
It’s about the right tool, not the biggest
@refinedads
6. London | 20–24 Feb, 2012 | #seslondon
Search queries / placements
Search query report is nice, but inefficient
Reduce traffic, increase conversion rates
Better targeting can save up to 30% without losing conversions
Integration with conversion/revenue data as key
Tightly integrated work flow as time saver
Placements for GDN are as important as search queries
@refinedads
8. London | 20–24 Feb, 2012 | #seslondon
Details are crucial
@refinedads
9. London | 20–24 Feb, 2012 | #seslondon
Keyword / Adtext reporting
• Normal reports on Adtext/Adgroup level:
@refinedads
10. London | 20–24 Feb, 2012 | #seslondon
Keyword / Adtext reporting
• Report on Adtext/Keyword level:
• Analyze keyword/Adtext performance for important keywords
• Break out very poor/good combinations into new Adgroups
@refinedads
12. London | 20–24 Feb, 2012 | #seslondon
Search Funnels / Query Paths
Integration of search funnel analysis
See how users behave till they convert
Over 1/3 of all conversions need 2+ clicks
Don‘t only look at paths, but at ROI
Number of clicks irrelevant, total cost matters
Attribution is key for optimization
Don‘t try to understand, try to accept
@refinedads
14. London | 20–24 Feb, 2012 | #seslondon
Strategic Groups
@refinedads
15. London | 20–24 Feb, 2012 | #seslondon
Strategic Groups
Reporting is the least efficient part of your job
Automate reporting to your needs
Combine elements on any level (Accounts, Campaigns, …)
Combine elements from any search engine
Set goals for Bid Management
Account structure for performance, Strategic Groups for reporting
@refinedads
16. London | 20–24 Feb, 2012 | #seslondon
Strategic Groups
@refinedads
17. London | 20–24 Feb, 2012 | #seslondon
Optimize for YOUR goals – and reach them
@refinedads
18. London | 20–24 Feb, 2012 | #seslondon
Custom Columns
No company has CPL/CPOs as business goal
Margin is the next best goal
“Real margin” is the key to integrate search
Set these targets as goals for Bid management
@refinedads
19. London | 20–24 Feb, 2012 | #seslondon
Integration instead of Isolation
@refinedads
20. London | 20–24 Feb, 2012 | #seslondon
Integration with other channels
Don’t look at search as silo, it’s a part of the mix
Long term success requires integration
Increase sales, but be ready to lose (search) budget
@refinedads
21. London | 20–24 Feb, 2012 | #seslondon
Looking forward to your questions!
Thomas Bindl
(Founder)
thomas@refinedlabs.com
Refined Labs GmbH
Residenzstr. 7
803 Munich
Germany
Tel +49 89 1392870
@refinedads