Advanced Account Analysis & Optimizations
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The document outlines techniques for advanced account analysis and optimization, emphasizing the importance of benchmarking performance across different timeframes to understand trends and make informed decisions. Key topics include evaluating keyword efficiency, monitoring competitor metrics, and utilizing Google Analytics for deeper insights into campaign performance. The goal is to refine strategies by identifying opportunities and addressing budget inefficiencies.
Advanced Account Analysis & Optimizations
- 1. #ppcherolive Advanced Account Analysis & Optimizations #ppcherolive
- 2. #ppcherolive Carrie Albright • Associate Director of Services • @Albright_C Jacob Fairclough • Senior Account Analyst • @RealSecretJake
- 3. #ppcherolive Benchmarking Past Performance Competitive Metrics Google Analytics AGENDA #ppcherolive
- 4. #ppcherolive Benchmarking Past Performance Keeping On Track To Keep Up #ppcherolive
- 5. #ppcherolive • Benchmarking helps you understand where you are gaining or losing. • Understanding past trends helps in developing projections. Why It Matters #ppcherolive
- 6. #ppcherolive • Week Over Week – Have my changes impacted performance? • Month Over Month – Is the account moving in the right direction? • Quarter over Quarter – Are we hitting goals? • Year Over Year – What should we do next year? What Each Period Means #ppcherolive
- 7. #ppcherolive • What am I comparing? – Don’t settle for aggregates, focus on specifics • Specific Brands, Channels, Match Types, etc • Search Vs. Display • Search Vs. Search Partners • Why does it matter? – Is the change good or bad? – Why did it happen? – How can you respond? Considerations #ppcherolive
- 8. #ppcherolive • Performance by day of week – User behavior varies by day (Weekend vs. Weekdays) • Performance by hour of day – People might search in free time during the morning but make purchases from home at night • Avg and Median Performance for any range – Having a benchmark for a specific period helps know if something is off Diving Deeper #ppcherolive
- 9. #ppcherolive Diving Into Hours and Days
- 11. #ppcherolive “Lin Rodnitzky Aggressiveness Ratio” • What content is converting? – How efficient are the “good” keywords? • Why content fails to convert? – Which terms have never converted? – Why does it matter? – How much are you wasting on non-performing content? Keyword Efficiency #ppcherolive
- 12. #ppcherolive • Total cost / total conversions = Current CPA • Total cost of keywords with conversions / total conversions = Actual CPA “Lin Rodnitzky Aggressiveness Ratio” #ppcherolive
- 13. #ppcherolive Current CPA ÷ Actual CPA 1.5-2.0: Nice healthy mix 2.0-2.5: Excessive reach happening 2.5+: Waste abounds! Findings 1.0-1.5: Scaredy cat approach
- 14. #ppcherolive • How thorough is your keyword coverage? • How effectively are you funneling your search queries? Cross Pollution #ppcherolive
- 15. #ppcherolive Step 1: Search query report Step 2: PIVOT! Steps
- 16. #ppcherolive Partial keyword match: Clean up negatives Popular but Homeless query: Break out new campaign or ad group Repetitive targeting: Review what segmentation is in place. Is it working? Interpreting Your Results #ppcherolive
- 17. #ppcherolive Welcome Competitive Metrics Keeping up with the competition #ppcherolive
- 18. #ppcherolive • Launching new campaigns • Seasonal periods • Steep performance changes When to Check #ppcherolive
- 19. #ppcherolive • Abrupt Changes In your own IS – Top of Page vs. Other – Changes In Total IS – Surging “Above Rates” • Changes in CPCs • Volatile Avg. Position What To Look For #ppcherolive
- 22. #ppcherolive • Auction Insights • Scripts and Custom Templates Impression Share Tools #ppcherolive
- 24. #ppcherolive Set GA Alerts to tell you what needs to be investigated. Check all GA metrics everyday. Alert Yo’self!
- 25. #ppcherolive Ex. 1 General Traffic/ Tracking Change #ppcherolive
- 31. #ppcherolive Ex. 2 “Special Occasion” Visitors #ppcherolive
- 32. #ppcherolive Multi-Channel Story #ppcherolive 15% direct click-to-conversion rate? 78% PPC-initiated conversions? The Paid Journey matters!
- 33. #ppcherolive Multi-Channel Story: The Next Chapter #ppcherolive
- 34. #ppcherolive Evaluating Past Performance • Identify and lose budget-wasters • Identify and expand on new opportunities Competitive Metrics • Find your top competition • Ensure the health of your accounts Google Analytics • Keep yourself informed • Target and interpret your audiences properly SUMMARY #ppcherolive
- 35. #ppcheroliveCarrie Albright | @albright_C Thanks for joining us! Jacob Fairclough | @RealSecretJake