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Guest Speakers today from Pepperjam

Guest Speakers today from Pepperjam

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Guest Speakers today from Pepperjam

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  1. Guest Speakers today from Pepperjam

  2. Once againTracking Performance:Metrics, Measures, Money… but now with theAssociated Strategies and Tactics Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

  3. We are really bringing it all together! By design and necessity, we’ve been covering one or two links of the keyword advertising chain at a time Now, we are starting to see how everything links together to form the whole chain (i.e., keyword advertising process)!

  4. Today, we address measuring performance (a.k.a., gauging success!)

  5. The Account Structure should reflect yourmarketing strategy!(the details should support this strategy!) Think of this as your company. Think of this as Product or Service lines. If your client has a good Website, you can model your campaigns off the major sections of the Website. Budget stuff happens here! Think of this as individual Products or Services. Link each Ad group to a specific Webpage on your client’s Website. Keyword selection, ads, and a lot of critical metrics happen here!

  6. First, a quick review of metrics and measures

  7. First Some Definitions • Impression: The displaying of your ad one time to one user • Click: The action of a user clicking on your ad

  8. Some Important Metrics Clickthrough Rate (CTR) Percentage of how many people clicked on your ad given the total amount of impressions CTR = Clicks / Impressions CTR can tell you a lot of things (like how much searchers like your ads) and influences when your ad is shown and ad’s rank on page Cost Per Click (CPC) The amount you pay Google every time someone clicks on your ad. You only pay when someone clicks your ad! (Note: similar to your bid per key phrase, but not quite. More on that later when we talk budget.) Average Position (Ad Rank) The average position that keyword ad held for the day Conversions Very important for ‘real world’ marketing purposes, but you would need access to Google Analytics on client’s Webpage.

  9. Jansen’s Suggestions • Impressions – you have to get impressions at all cost! (Analogy to fishing: Doesn’t matter how good your techniques and equipment are if there are no fish.) • Clicks – potential customers must click on your ads (Analogy to fishing: This is where your equipment and technique come into play.) • CTR – generally the higher the better! Only two points of adjustments, decrease impressions or increase clicks. (Analogy to fishing: There may be a lot of fish where you are at (i.e., impression) but you only want certain fish (i.e., clicks by potential customers).) Of course the end goal is to get the potential customer to your Webpage, where they will convert!

  10. Jansen’s Suggestions • CTR – the higher the better! But, what are we aiming for? • Depends totally on client, your skills set, budget, etc. So, no industry standard. • However, here are some marks on the wall. • CTR of 0% to 1%: why bother? • CTR of 1% to 2%: reasonable for your budget • CTR of 2% to 5%: given your budget, excellent! • CTR of 5% to 15%: unbelievable! given your budget

  11. Jansen’s Suggestions • CTR – the higher the better! But, what are we aiming for? • Depends totally on client, your skills set, budget, etc. So, no industry standard. • However, here are some marks on the wall. • CTR of 0% to 1%: why bother? • CTR of 1% to 2%: reasonable for your budget • CTR of 2% to 5%: given your budget, excellent! • CTR of 5% to 15%: unbelievable! given your budget

  12. But, Dr. Jansen, this is too far down in the weeds! • Is there a big picture? • Can we related this big picture to tactics? • Can we related these tactics to the metrics we’ve learned? • Yes! (to all three questions!), let’s look at our account from different views

  13. Seeing Our Account from Different Views! • Sky High View • Ground View • Up Close View • Microscopic View

  14. The Sky High View • Is your account hittingefficiency targets? (i.e., impressions, clicks, CTR, and CR are nice, but it all comes down to ROI!) • Is the account growing in sales volume? (i.e., is your account bringing in new customers) • Is the account growing as a percentage of total site sales? (i.e., Repeat customers are key to profitability, and they don’t typically come through paid search ads.) • Is the account growing relative to competing organic search? (i.e., the organic links are a great gauge for your account) Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  15. The Sky High View • Is your account hittingefficiency targets? (i.e., impressions, clicks, CTR, and CR are nice, but it all comes down to ROI!) • Is the account growing in sales volume? (i.e., is your account bringing in new customers) • Is the program growing as a percentage of total site sales? (i.e., Repeat customers are key to profitability, and they don’t typically come through paid search ads.) • Is the program growing relative to competing organic search? (i.e., the organic links are a great gauge for your account) An artificiality of the Challenge is the lack of focus on ROI. Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  16. The Ground View • Review your Keyword level performance reports (i.e., which keywords are bringing you the traffic?) • Do the high traffic keywords each meet the efficiency objectives? (i.e., are they adding to your ROI?) • Do the low traffic keywords meet the efficiency targets in aggregate? (i.e., Are the long tail keyword Ad groups adding to ROI?) • Do the brand and other groupings meet the efficiency objectives? (i.e.., Are the brand keyword Ad groups adding to ROI?) • If they don’t, you have a bid management problem that you need to fix! Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  17. The Up Close View • How large is the list of active keywords? (i.e., exceptions to every rule, but 5 to 10 keywords per product is a good benchmark. Go long tail and avoid broad match.) • What’s the quality of the keyword coverage? (i.e., cover every product and obvious/not obvious keyword permutations). • Don’t trust the machines! (i.e., if the keyphrase is gibberish don’t use it just because a tool suggests it!) • Are the landing pagesappropriate? (i.e., Placing visitors on a page equal in depth to their search improves conversion rates.) • Is the ad copycompelling and specific? (i.e., The goal is to sell the advertiser’s website, not the product. The Ad goal = convince the potential customer that your site is the best place to shop for it.) Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  18. The Up Close View • How large is the list of active keywords? (i.e., exceptions to every rule, but5 to 10 keywords per productis a good benchmark. Go long tail and avoid broad match.) • What’s the quality of the keyword coverage? (i.e., cover every product and obvious/not obvious keyword permutations). • Don’t trust the machines! (i.e., if the keyphrase is gibberish don’t use it just because a tool suggests it!) • Are the landing pages appropriate? (i.e., Placing visitors on a page equal in depth to their search improves conversion rates.) • Is the ad copy compelling and specific? (i.e., The goal is to sell the advertiser’s website, not the product. Goal = convince them that your site is the best place to shop for it.) Folks, Tanya gave a great presentation, especially on the 1 to 3 keywords per Ad group. We will end up in the same place (will cover next lesson). In the mean time, go with 5 – 10 keywords per Ad group. Just trust me until next lesson. Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  19. The Microscopic View • Get the keyword advertising basics right! (e.g., account structure, keywords, keyword matching, ad creatives, URLs, landing pages) • Continually integrate more sophisticated techniques and execute effieciently. • Usenegative keywords developed from user search queries. • Leveragereferrer data (i.e., know where your consumers are coming from) • Use Google’s research tools to trim fat and raisebids on broad matched keywords Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  20. The Microscopic View (more) • Createseparate campaigns for differently matched keywords. • Bid more on high performing keywords based on calculated performance measures • Place high performing exact match campaigns on Google search network only • Leverage these campaign successes to the Content network • Useanticipatory bidding based on seasonal shifts and shorter term promotions to take advantage of hot periods. Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  21. The Microscopic View(even more) • Leveragegeo-targeting to create tight personas of your potential customers • Useday parting smartly (based on the time of the click, not the time of the order) to exploit intra-day variance in performance values (i.e., a competitive advantage needed in a tough market place). • Usehistorical data and ensure that the data differences are significant • Always be learning!, Always be on!, always be improving every aspect of your effort! Modified from the RKGblog http://www.rimmkaufman.com/rkgblog

  22. Life Long Learning –> Online Marketing is a 24/7 Occupation We have covered a lot of material in the is course, so far. However, don’t accept that as the end all! Must learn and research on your own as situations arise. Where to start? - see the reading that I sent out prior to the course starting, see links to extra books that I sent you, and finally, see Google AdWords Help Center. Team leaders – remaining time is yours!

  23. Thank you!(reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu