How To Create A Master PPC Management Plan
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How To Create A Master PPC Management Plan
- 1. How to Create a Master PPC Management Plan Joseph Kerschbaum Vice President Clix Marketing New York | March 19–23
- 2. New York | March 19–23, 2012 | #sesny Introductions Tell Us About Yourself! Login to Vivastream @joekerschbaum
- 3. New York | March 19–23, 2012 | #sesny About Me @joekerschbaum
- 4. New York | March 19–23, 2012 | #sesny About Me 4 SEM Agencies 6.5 Years 100s of Clients 1000s of Campaigns 6 Books 3 Dogs ????? of Keywords 1 Cat 1 Wife 1 Daughter 1 Workshop @joekerschbaum
- 5. New York | March 19–23, 2012 | #sesny About Me @joekerschbaum
- 6. New York | March 19–23, 2012 | #sesny Why is this Workshop Important? Impressions Exact match impression share Profit margin Clicks Impression share lost (budget) Average order value Click-through rate Impression share lost (rankings) Lifetime value Cost-per-click Relative click-through rate Bounce rate Cost-per-thousand-impressions Phone impressions Pages-per-visit Average position Phone calls Time on site Conv. (1-per-click) Phone-through rate % of new visits Conv. (Many-per-click) Phone cost % of return visits Cost-per-conversion (1-per-click) Call duration Revenue per click Cost-per-conversions (Many-per-click) Call time Revenue per impression View-through conversions Average cost-per-call Value per visit Conversion rate (1-per-click) Revenue Quality score Conversion rate (Many-per-click) Return on investment Keyword quality score Impression share Profit margin Landing page quality score Average order value Landing page user experience @joekerschbaum
- 7. New York | March 19–23, 2012 | #sesny Why is this Workshop Important? @joekerschbaum
- 8. New York | March 19–23, 2012 | #sesny Site links Ad rotation Ad text writing Bidding strategy Topic targeting Conversion optimizer Product extensions Keyword research Remarketing strategies Match type utilization Enhanced CPC Impression share analysis Call extensions Persona targeting Negative keyword implementation Landing page Quality Score Landing page testing Product listing ads Interest category targeting Placement targeting Ad delivery Search query analysis Quality score Google+1 utilization Mobile device targeting Dynamic keyword insertion @joekerschbaum
- 9. New York | March 19–23, 2012 | #sesny Workshop Objectives Create a Master Plan for… Solid PPC Management Foundation Effective Task Management & Prioritization Concise Reporting & Clear Communication Maintaining Motivation & Continuous Innovation @joekerschbaum
- 10. New York | March 19–23, 2012 | #sesny Workshop Objectives This master plan should help you… Manage PPC accounts more proficiently Get better results from your SEM efforts Prioritize tasks more efficiently Improve written & verbal communication Make your life easier & happier! @joekerschbaum
- 11. New York | March 19–23, 2012 | #sesny Workshop Agenda Module 4 3 2 1 Keep up with industry trends Information expectations Task management Setting clearaccessibility Staying motivated Campaign automation Tactic prioritization Reporting/Communication schedule Staying structure Clear communication Accountinnovative Rock-solid reliable tracking Project management Meaningful reports Scheduled maintenance Optimization strategytools Successful meetings Trends goals Setting & projections @joekerschbaum
- 12. New York | March 19–23, 2012 | #sesny Workshop Rules of Engagement Presentation Discussion Question & Answer Actionable Take-Aways Worksheet @joekerschbaum
- 13. New York | March 19–23, 2012 | #sesny 6 online courses @joekerschbaum
- 14. New York | March 19–23, 2012 | #sesny Paid Search Strategies There are 8 modules covering: •Introduction to PPC •PPC Basics •Implementing your Strategy •Adwords Editor •Landing Page Design •Content Networks •PPC Optimization •Post Launch Analysis @joekerschbaum
- 15. New York | March 19–23, 2012 | #sesny Workshop Agenda 8am-8:20: Introduction 8:20-8:55: Module 1 8:55-9am: COFFEE! 9am-9:50am: Module 2 9:50am-10am: COFFEE! 10am-10:50am: Module 3 10:50am:-11am: COFFEE! 11am-11:40am: Module 4 11:40am-12pm: PPC Free-for-All! @joekerschbaum
- 16. New York | March 19–23, 2012 | #sesny Module 1 Building a PPC Foundation Setting clear expectations Reporting/Communication schedule Rock-solid reliable tracking Utilizing reports in Google Analytics @joekerschbaum
- 17. New York | March 19–23, 2012 | #sesny PPC Account Foundations @joekerschbaum
- 18. New York | March 19–23, 2012 | #sesny Setting Proper Expectations Goal: 250 Leads goals?” “What should our budget be?” are your Set budgets & goals in “stone” CPA: $100 do weconversations “How much sales/leads do you need?” Cornerstone of all need to spend?” many Estimated Budget: $25,000 “What is our on goals “Per month, what should we Fanatical focus current/target/acceptable CPA?” allocate for PPC?” @joekerschbaum
- 19. New York | March 19–23, 2012 | #sesny Setting Proper Expectations Campaign Launch Sustained Growth Account Restructure Continued Testing Seasonal Fluctuations Algorithmic Shifts @joekerschbaum
- 20. New York | March 19–23, 2012 | #sesny Communication Schedule Objective: Reporting Provide enough dataFrequency of Reportingfeel informed. • Regular for your Report Establish Weekly boss/client to Avoid overloading your boss/clientMeetings much data. MeetingsFrequency of with too Establish • Weekly Meeting for the First 6 Weeks Spend as little time as possible on regular reports • Determine Frequency Going Forward (time is better spent working on the account!). @joekerschbaum
- 21. New York | March 19–23, 2012 | #sesny Rock Solid Tracking @joekerschbaum
- 22. New York | March 19–23, 2012 | #sesny adCenter Auto-tagging for URL Tagging for Google AdWords Google Analytics @joekerschbaum
- 23. New York | March 19–23, 2012 | #sesny Rock Solid Tracking @joekerschbaum
- 24. New York | March 19–23, 2012 | #sesny Rock Solid Tracking @joekerschbaum
- 25. New York | March 19–23, 2012 | #sesny @joekerschbaum
- 26. New York | March 19–23, 2012 | #sesny Rock Solid Tracking @joekerschbaum
- 27. New York | March 19–23, 2012 | #sesny Summary – Action Plan Set Proper Expectations Get buy-in on goals and budgets Focus on goals always Create a regular reporting schedule Create a regular meeting schedule Establish rock-solid tracking Implement conversion goals in Google Analytics Review cross-channel reports in Google Analytics @joekerschbaum
- 28. New York | March 19–23, 2012 | #sesny Coffee Break @joekerschbaum
- 29. New York | March 19–23, 2012 | #sesny Module 2 Task Management & Prioritization Account structure Campaign naming conventions Scheduled maintenance Trend analysis Projection analysis Tactic prioritization AdWords filters, reports & alerts @joekerschbaum
- 30. New York | March 19–23, 2012 | #sesny Account Structure Segment byAdditional Segmentation Display – Channel • Search Easier reporting • Display Segment by Ad Type Faster optimization • Text, by Device Segment Image, Video Efficient sorting • Laptop/Desktop • Smart Transferrable Readily phone Segment by Targeting Method • Tablet PC Placement, Remarketing, • Keyword, Topic, Interest Segment by User Intention • Research • Purchase Segment by Geography Segment by Product @joekerschbaum
- 31. New York | March 19–23, 2012 | #sesny Account Structure – Naming Conventions Channel – Product/Service – Bidding Strategy Examples Search – Agricultural Equipment – CPA Search – Web Meeting Software – CPC Easier reporting Display – Sony Camcorders – CPA Faster optimization Channel – Campaign Theme – Geographic Efficient sorting Examples Readily Transferrable Search – Anxiety Disorders – US Display – Women/Publications/Blogs – Europe Channel – Device – Product Examples Search – iPad – Agricultural Equipment Search – Computers – Agricultural Equipment Search – Mobile – Hair Loss Supplements @joekerschbaum
- 32. New York | March 19–23, 2012 | #sesny Regular Maintenance Weekly Tasks Review bids & ad rankings Review placement performance Weekly Tasks Review search query performance Bi-Weekly Tasks Bi-Weekly Tasks Monthly Tasks Review ad split tests Review landing page tests Monthly Tasks Review geographic performance Review campaign settings Review campaign structure Review new ideas for expansion @joekerschbaum
- 33. New York | March 19–23, 2012 | #sesny Projected Trend Analysis Normalized Stats Projected Stats (Previous 7 Days / 7)*Days Left in the Month))+Month to Date 7)*Total Days in the Month @joekerschbaum
- 34. New York | March 19–23, 2012 | #sesny Analysis Prioritization Conversions Conversions Clicks Clicks 120 105 4500 4500 110 4000 95 100 4000 90 85 Trending 3500 3500 80 70 75 3000 3000 60 Clicks Analysis 50 65 2500 Conversions Clicks Conversions 2500 40 55 30 2000 2000 20 45 @joekerschbaum
- 35. New York | March 19–23, 2012 | #sesny Tactic Prioritization Campaign Network Top-Down Analysis Ad group Ad text Keyword Site @joekerschbaum
- 36. New York | March 19–23, 2012 | #sesny Tactic Prioritization High Extreme CPA Highs & Lows Low CPA @joekerschbaum
- 37. New York | March 19–23, 2012 | #sesny Tactic Prioritization @joekerschbaum
- 38. New York | March 19–23, 2012 | #sesny Tactic Prioritization @joekerschbaum
- 39. New York | March 19–23, 2012 | #sesny Tactic Prioritization @joekerschbaum
- 40. New York | March 19–23, 2012 | #sesny Information Accessibility AdWords Filters @joekerschbaum
- 41. New York | March 19–23, 2012 | #sesny Information Accessibility AdWords Filters @joekerschbaum
- 42. New York | March 19–23, 2012 | #sesny Information Accessibility Automated Reports @joekerschbaum
- 43. New York | March 19–23, 2012 | #sesny Information Accessibility Custom Alerts @joekerschbaum
- 44. New York | March 19–23, 2012 | #sesny Summary – Action Plan Optimize your account structure for faster, easier management Implement standard campaign naming conventions Establish regular campaign maintenance tasks Review trend analysis reports using stat averages Create projection formulas to gauge performance Run top-down analysis within campaigns Utilize automated reports, filters & custom alerts @joekerschbaum
- 45. New York | March 19–23, 2012 | #sesny Coffee Break @joekerschbaum
- 46. New York | March 19–23, 2012 | #sesny Module 3 Reporting & Communication Task management Campaign automation Automation lifecycle Clear communication Meaningful reports Successful meetings @joekerschbaum
- 47. New York | March 19–23, 2012 | #sesny Master Task List Management New Day = One Location New List Ever-Present @joekerschbaum
- 48. New York | March 19–23, 2012 | #sesny Master Task List Management Mission Critical Last Focused Client Thing Top 6 Be Specific Results Focused Or First Thing More-or-Break 3 Effects Other People Hard Deadline / Promised @joekerschbaum
- 49. New York | March 19–23, 2012 | #sesny Master Task List Management Delegation – Important/Urgent Get the Ugly One Done Vs. Can Days =Else Do 3 most important) Anyone Bad Important/Non-Urgent (or Vs. this? Not Important/Non-Urgent @joekerschbaum
- 50. New York | March 19–23, 2012 | #sesny Master Task List Management Work in Chunks Rinse & Repeat Work @ Your Best Times @joekerschbaum
- 51. New York | March 19–23, 2012 | #sesny Optimization Automation Tips for CPA Bidding Stabilized campaigns High volume capaigns Bid Not an optimization technique Optimization Volume limitation No ad scheduling bid modifications @joekerschbaum
- 52. New York | March 19–23, 2012 | #sesny Optimization Automation Automated Rules @joekerschbaum
- 53. New York | March 19–23, 2012 | #sesny Automation Lifecycle Campaign Launch Ongoing Optimization @joekerschbaum
- 54. New York | March 19–23, 2012 | #sesny Automation Lifecycle CPC/Quality Avg Postion CTR/CPA Score @joekerschbaum
- 55. New York | March 19–23, 2012 | #sesny Clear Communication Assume They Know Nothing about PPC Establish Definitions of PPC Jargon They Don’t Know the Account Like You Do Focus on Mission Critical Stats Give Stats CONTEXT Provide Next Steps for Campaign Answer Questions “I don’t know” is an Acceptable Answer… Followed up with, “I’ll find out.” @joekerschbaum
- 56. New York | March 19–23, 2012 | #sesny Clear Communication – Stat Focus Impressions Exact match impression share Profit margin Clicks Impression share lost (budget) Average order value Click-through rate Impression share lost (rankings) Lifetime value Cost-per-click Relative click-through rate Bounce rate Cost-per-thousand-impressions Phone impressions Pages-per-visit Average position Phone calls Time on site Conv. (1-per-click) Phone-through rate % of new visits Conv. (Many-per-click) Phone cost % of return visits Cost-per-conversion (1-per-click) Call duration Revenue per click Cost-per-conversions (Many-per-click) Call time Revenue per impression View-through conversions Average cost-per-call Value per visit Conversion rate (1-per-click) Revenue Quality score Conversion rate (Many-per-click) Return on investment Keyword quality score Impression share Profit margin Landing page quality score Average order value Landing page user experience @joekerschbaum
- 57. New York | March 19–23, 2012 | #sesny Clear Communication – Writing Summaries Focus on 3 most important stats Provide context of important stats List of tactics implemented in previous month & upcoming tasks @joekerschbaum
- 58. New York | March 19–23, 2012 | #sesny Tactics for Crazy Productive Meetings 1. Invite the Right People 2. Start on Time, End on Time 3. Determine Your Objectives 4. Pull all Statistics in Advance 5. Provide Stats & Analysis 6. Create an Agenda 7. Prioritize Topics 8. Communicate Clearly 9. Ask for Feedback 10.Review Takeaway Tasks 11.Keep it Short 11.5 Utilize Repetition @joekerschbaum
- 59. New York | March 19–23, 2012 | #sesny Summary – Action Plan Create your own task prioritization plan Utilize campaign automation to save time Improve communication with supervisors/clients Provide the meaningful reports and summaries Establish your own successful meeting plan @joekerschbaum
- 60. New York | March 19–23, 2012 | #sesny Coffee Break @joekerschbaum
- 61. New York | March 19–23, 2012 | #sesny Module 4 Motivation & Innovation Keep up with industry trends Staying motivated & innovative Team teaching & learning Project management tool review @joekerschbaum
- 62. New York | March 19–23, 2012 | #sesny Stay Informed – Keeping Up with Trends @joekerschbaum
- 63. New York | March 19–23, 2012 | #sesny Stay Informed – Keeping Up with Trends @joekerschbaum
- 64. New York | March 19–23, 2012 | #sesny Stay Motived – Continuous Innovation Reading/Learning from Articles Learning from Team Members Motivation Article Sharing Switch/ReviewGoals Other’sAwards (Audits) Set Each – Give Accounts Group Presentations (Your own in-house SES!) Active Reading (Tactic focused) Take Field Trips for Inspiration GoDeclare “Office Expert”regional, national) to Conferences (local, of Articles Group Discussion (Go-to People) @joekerschbaum
- 65. New York | March 19–23, 2012 | #sesny Stay Organized @joekerschbaum
- 66. New York | March 19–23, 2012 | #sesny @joekerschbaum
- 67. New York | March 19–23, 2012 | #sesny @joekerschbaum
- 68. New York | March 19–23, 2012 | #sesny Project Management Software Features Achieve visibility for all projects/accounts Make You More Efficient Manage task lists Make Your Life Easier Maintain ongoing communication Make Account Optimization Faster Record campaign adjustments Make Communication Clear (& on record) Retain account strategy @joekerschbaum
- 69. New York | March 19–23, 2012 | #sesny Summary – Action Plan Actively read blogs for continued innovation Build your own SEM library Make learning fun & interactive Learn from your team members Exchange accounts for auditing Establish a project management system that makes life better @joekerschbaum
- 70. New York | March 19–23, 2012 | #sesny Workshop Objectives Create a Master Plan for… Solid PPC Management Foundation Effective Task Management & Prioritization Concise Reporting & Clear Communication Maintaining Motivation & Continuous Innovation @joekerschbaum
- 71. New York | March 19–23, 2012 | #sesny PPC Free-for-All! @joekerschbaum
- 72. New York | March 19–23, 2012 | #sesny Paid Search Strategies There are 8 modules covering: •Introduction to PPC •PPC Basics •Implementing your Strategy •Adwords Editor •Landing Page Design •Content Networks •PPC Optimization •Post Launch Analysis @joekerschbaum
- 73. New York | March 19–23, 2012 | #sesny THANK YOU! @joekerschbaum
Notas del editor
- Notes and stuff
- Notes and stuff
- Notes and stuff
- Campaign Launch – Period of adjustments, course correctionsSustained Growth – It’s very difficult to grow an account each month by more than 10%Account Restructure – Need to re-establish performance history, volume will fluctuate Seasonal – Try to use Google Trends to predict when you may see shifts, use previous sales historyAlgorithmic – Search & Display
- Notes and stuff