Creating Linear Models that Lead to Successful PPC Campaigns
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Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
Creating Linear Models that Lead to Successful PPC Campaigns
Presented by: James Svoboda @realicity
SearchFest: #FAIL Free PPC
Download: www.webranking.com/presentation
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
CONVERSIONS are KING
Credit: askmewhenimnotbusy.tumblr.com
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
QS & CTR are QUEEN
Credit: hellomagazine.com
What Are Linear Models?A linear model is an established or expected path that leads the target audience to a desired engagement action, at an acceptable conversion rate or cost, which takes into account elements that affect conversions.
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LINER ENGAGEMENT MODEL (LEM)
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
ELEMENTS of a LEM
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
Linear Example: women’s nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
AD #1: women’s nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
AD #2: women’s nike running shoes
SETTINGS &
TARGETING
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LOCATION TARGETING & UNTARGETING
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LOCAL SERP MATCHING
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LANGUAGE TARGETING
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
DAY, WEEK & MONTHLY TRENDS
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
TIME OF DAY MATTERS
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
KNOW YOUR DISTRIBUTION CHANNELS
Search Partners Include:
Amazon.comBestBuy.comTarget.com
Ebay.com
Walmart.comOverstock.com
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
DESKTOP, TABLET & MOBILE TARGETING
Do your MOBILE CONVERSIONS include Phone Calls?
KEYWORD MATCHING &
BID LEVELS
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
Those aren't the Keywords you're looking for…
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
EXACT MATCH: [running shoes]
• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• No extra words in the query
running shoes = running shoes
nike running shoes = nike running shoes
womans nike running shoes = womans nike running shoes
woman’s nike running shoes = woman’s nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
PHRASE MATCH: “running shoes”
• Same plural or singular matching• Same word order• Same punctuation• No misspellings or alternatives• + extra words in the query
running shoes = running shoes
running shoes = nike running shoes
running shoes = womans nike running shoes
running shoes = woman’s nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
BROAD MATCH: running shoes
• Needs only loosely Match 1 Word in Keyword• Any plural or singular matching• Any word order• Any punctuation• Any misspellings or alternatives• + extra words in the query
running shoes = nike shoe
nike running shoes = nike horse shoes
womans nike running shoes = shoes
woman’s nike running shoes = mens sneakers
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
MODIFIED BROAD: +running +shoes
• Needs to Match All Anchored Words in Keyword• Any plural or singular matching• Any Same word order• Any punctuation• Any misspellings or alternatives• + extra words in the query
running shoes = shoes for running
nike running shoes = 2014 nike running shoe
womans nike running shoes = nike woman running shoes
woman’s nike running shoes = nike running shoe women
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
1 WORD KEYWORDS: shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
2 WORD KEYWORDS: running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
3 WORDS: womens running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
4+ WORDS: womens nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
1, 2, 3 & 4+ Word Keywords
shoes
running shoes
womens shoes
nike shoes
nike running shoes
womens running shoes
womens nike shoes
woman’s nike running shoes
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
KEYWORD BID LEVELS VARY
Keyword CPC
running shoe $ 2.11
running shoes $ 1.35
womans running shoes $ 2.01
womens running shoes $ 1.81
womans nike running shoes $ 1.29
women nike running shoes $ 0.94
womens nike running shoes $ 0.91
nike womens running shoes $ 0.76
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
KEYWORD MATCHING & BID LEVELS
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
TIERED BIDS & KEYWORD GROUPS
running shoes = $1.00 CPC for profit+running +shoes @ $0.75[running shoes] @ $1.00
negative keywords: -nike, -nikes, - womans, -woman, etc.
nike running shoes = $1.25 CPC for profit+nike +running +shoes @ $1.00[nike running shoes] @ $1.25
negative keywords: -womans, -woman, -women, etc.
womans nike running shoes = $1.50 CPC for profit+womans +nike +running +shoes @ $1.25[womans nike running shoes] @ $1.50
LINEAR CAMPAIGNS
Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LINEAR CAMPAIGN STRUCTURE
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
KEYWORDS -> AD -> LANDING PAGE
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
LINEAR AD GROUPS = HIGHER CTR & QS
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
MONITOR LOOSE KEYWORDS
Repeat Searches will drain your budget over time.
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
WORST SCENARIO = 1 AD GROUP
“shoes”
“womens shoes”
+running +shoes
[running shoes]
nike running shoes
+womens +running +shoes
[nike running shoes]
+womans +nike +running +shoes
[woman’s nike running shoes]
Ad Group Default Bid: @ $1.50
Creating Linear Models for Successful PPC Campaigns James Svoboda Download: www.webranking.com/presentation @Realicity
Linear Models that Lead to Successful PPC Campaigns
download: www.webranking.com/presentation
James SvobodaCEO WebRanking, Co-Founder MnSearch
t: @realicity e: james.s@webranking.com b: www.webranking.com/blog
SearchFest – February 2014
THANK YOU!
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