PPC Tools to Increase Performance & Productivity
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The document outlines tools and strategies for improving PPC performance and productivity, as presented by Lisa Raehsler at the SES Atlanta event. It highlights the importance of using data-driven insights for campaign planning, competitor analysis, and ad prioritization, alongside specific metrics to enhance advertising effectiveness. Key resources and tools, including demographic targeting, attribution reports, and campaign labeling techniques, are also recommended to optimize PPC efforts.
PPC Tools to Increase Performance & Productivity
- 1. The ORIGINAL Search Marketing Event #SESAtlanta PPC Tools to Increase Performance & Productivity Lisa Raehsler Big Click Co Founder, SEM Strategist
- 2. @LisaRocksSEM #SESAtlanta Defining “Tools” 1. Helps generate ideas or assets (crea3on) 2. Helps get PPC work done (implementa3on) 3. Helps to organize or priori3ze (op3miza3on)
- 6. @LisaRocksSEM #SESAtlanta Auction Insights • 3 interesting metrics worth calling out: 1. Overlap rate: shows % time you and competitor received imp at same time 2. Position above rate: % competitors ad was served higher on page 3. Top of page rate: % time competitor shown in top spots
- 7. @LisaRocksSEM #SESAtlanta Demographics: Adwords • Display network • Gender • Age • Parental status
- 8. @LisaRocksSEM #SESAtlanta Demographics: GA • All sessions • Us segments for comparisons
- 9. @LisaRocksSEM #SESAtlanta Mobile Ad Preview Tools • View by: – Domain .com, .ca, etc – Language – Location – Device • Mobile + iPad have OS, version, carrier/wi-fi
- 10. @LisaRocksSEM #SESAtlanta Mobile Ad Preview Tool: Bing Bing Bonus!
- 12. @LisaRocksSEM #SESAtlanta Adwords Ads Gallery- Website
- 14. @LisaRocksSEM #SESAtlanta Adwords Ads - Dynamic
- 18. @LisaRocksSEM #SESAtlanta Labels 1. Use to prioritize campaigns 2. Label campaigns by points in the purchase funnel 3. Note date a campaign launched or was optimized 4. Mark promotional ads 5. Use a red label to note campaigns to watch more closely 6. Label product categories that span several campaigns 7. Organize audience / remarketing lists 8. Label campaign components by conversion action, if multiple actions are being tracked 9. Note why campaigns, adgroups, or ads were paused, or when that occurred 10. Categorize keywords by high and low CPC
- 19. @LisaRocksSEM #SESAtlanta Summary Right tools can impact the bottom-line: • Create PPC plans based on data • Save time effort on implementations & reporting • Prioritize optimizations like the pro you are
- 20. @LisaRocksSEM #SESAtlanta Resources • Market Competitors: • http://www.thesempost.com/using-the-new-adwords-keyword- planner-benchmarks-for-competitor-analysis/ • Image Ad Tools: http://www.thesempost.com/banner-ads-problem-3-adwords-image- ad-tools/ • Labels: http://www.thesempost.com/how-to-use-google-adwords-labels-to- increase-performance-productivity/
- 21. @LisaRocksSEM #SESAtlanta Thank You! Lisa Raehsler Big Click Co. Connect: Bigclickco.com @LisaRocksSEM