SELECTIVE HEARING. When you shouldn t listen to Google to get better PPC results. Lance Loveday CEO, Closed Loop

Transcription

1 SELECTIVE HEARING When you shouldn t listen to Google to get better PPC results Lance Loveday CEO, Closed Loop 1

2 DON T BE EVIL and other things big companies shouldn t say 2

3 HOW TO LOSE FRIENDS and piss off big companies 3

4 GOOGLE IS GOOD 4

5 GOOGLE IS EVIL 5

6 GOOGLE IS A BIG PUBLIC COMPANY and will act in its own interests (not yours) 6

7 Shareholders Advertisers Google CONFLICT OF INTEREST? 7

8 LET S OPEN AN ADWORDS ACCOUNT! 8

9 WHAT COULD GO WRONG? 9

10 Canada? Display? WTF? 10

11 11

12 12

13 THAT TOTALLY MAKES SENSE! 13

14 14

15 15

16 16

17 AD DELIVERY - KEEP CONTROL 17

18 BID STRATEGY - KEEP CONTROL 18

19 MOBILE BID ADJUSTMENTS - USE THEM 19

20 MOBILE PHONE ADS CAN EASILY DRAIN YOUR BUDGET 20

21 SEARCH PARTNERS CAN DRAIN YOUR BUDGET 21

22 LOCATION OPTIONS 22

23 BUDGET 23

24 ??? 24

25 YOU HAVE TO CHANGE THESE SETTINGS FOR EACH CAMPAIGN!!! 25

26 GOOGLE ADDS NEW SETTINGS SOMETIMES 26

27 AND THEY WILL USUALLY DEFAULT YOU TO WHATEVER SETTING MAKES THEM THE MOST MONEY 27

28 28

29 EVEN LARGE ADVERTISERS GET CAUGHT OUT SOMETIMES 29

30 GENERAL GUIDELINES Never combine Search & Display in the same campaigns Never let Google decide how to spend your budget Enable conversion tracking Name Campaigns & Ad Groups intuitively Develop a granular account structure Use Broad Match sparingly Add negative keywords regularly Set your bids manually Have AT LEAST two ads per Ad Group Rotate ads indefinitely - always be testing Review your settings for all campaigns quarterly Use ad extensions Match your ad and landing pages - headlines at minimum 30

31 HAVE LIMITED BUDGET? BUY THE MOST VALUABLE TRAFFIC FIRST Turn off Search Partners Tighten location targeting Add location/ip exclusions Tighten up ad scheduling (only run ads during business hours, for example) Apply a mobile bid modifier (-100% if you want to disable mobile ads) If running mobile ads Create mobile-targeted ads Enable call extension (esp for mobile ads) Use Exact & Phrase match keywords (not Broad) Test Remarking & Similar Audience Targeting 31

32 THAT S THE BAD NEWS 32

33 THAT 33

34 GOOD NEWS 34

35 NOT ALL ABOUT GOOGLE (OR SEARCH) ANY MORE 35

36 Search Retargeting Similar Audience Sites/Ad Networks Social Advertising 57% Search 92% Search 36

37 GOOGLE PROVIDES A TON OF DATA 37

38 ADWORDS IS LIKE THE MATRIX?!?! 38

39 SMART ADVERTISERS CAN WORK THE SYSTEM 39

40 NEW AD LANDSCAPE REQUIRES NEW THINKING 40

41 BECOMING A DATA SCIENTIST 41

42 BUT GOOGLE S NATIVE REPORTING SUCKS 42

43 SOLUTION: 43

44 A BETTER DASHBOARD 44

45 A BETTER DASHBOARD 45

46 TEXT/IMAGE AD MIX 46

47 CAMPAIGN BREAKDOWN BY CONVERSIONS Data Security Security Report Network Security Breakdown of conversions has purposely shifted toward higher quality categories. Network Certification Security Tools Security Assessment Security Data Security Security Report Network Certification Security Tools Security Assessment Security Audit Network Security Devices Security Network Security Devices Firewall Firewall Wireless Network Security Security Guidelines Wireless Network Security Security Guidelines

48 LEADS BY COUNTRY BY MONTH 48

49 GEO PERFORMANCE 49

50 REVENUE BY PRODUCT/PLAN 50

51 HOW THESE VISUALS WERE CREATED Data Sources Data Aggregation Service Data Visualization Tool 51

52 RECAP 52

53 GOOGLE MAKES IT REALLY EASY TO SPEND MONEY 53

54 IT S ON YOU TO MAKE SURE YOU SPEND WISELY 54

55 YOU CAN USE GOOGLE S DATA TO GAIN A COMPETITIVE ADVANTAGE 55

56 Q & A 56

57 SEE YOU AT THE 57

58 SEE YOU AT THE 58