PPC Bidding Strategies: from Foundational to Flexible

Bidding Strategies: from Foundational to Flexible James Svoboda Download: www.webranking.com/presentation @Realicity

Bidding Strategies: from Foundational to Flexible

Presented by: James Svoboda @realicity

SearchFest: #FAIL Free PPC

Download: www.webranking.com/presentation

DEVELOPING A FOUNDATIONAL BID

STRATEGYHow much you bid for PPC traffic should be based on what you can reasonably afford to spend, based on what you reasonably expect to make.

Visual CRO: Optimizing CTAs for Focused Conversions James Svoboda Download: www.webranking.com/presentation @Realicity

WHAT CAN YOU SPEND PER CONVERSION?

Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report

PRIMARY CONVERSIONS: SALES, LEADS & CALLS

Credit: U.S. Census Bureau, Ashley Porter, The Simpsons

EXPECTED CONVERSION RATES VARY

Credit: MarketingSherpa’s 2012 Website Optimization Benchmark Report

EXPECTATED COST-PER-CONVERSION

Average CPC / Expected Conversion Rate = Expected Cost Per Conversion

example:

$1.00 CPC / 5% ECR = $20 Conversions

If Target Spend/Cost Per Conversion = $20, then you can bid up to $1.00 Per-Click

MEASURE SECONDARY CONVERSIONS

Credit: mnsearch.org, Long Path Tool

KEYWORD MATCHING,ACCOUNT STRUCTURE

& BID LEVELS

Those aren't the Keywords you're bidding on…

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

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

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

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

ACCOUNT STRUCTURE by WORD SEGMENTS

running shoes

womens shoes

nike shoes

nike running shoes

womens running shoes

womens nike shoes

woman’s nike running shoes

1 WORD KEYWORDS: shoes

2 WORD KEYWORDS: running shoes

3 WORDS: womens running shoes

4+ WORDS: womens nike running shoes

KEYWORD CPCs & CONVERSION RATES VARY

Keyword CPC CR

running shoe $ 2.11 2%

running shoes $ 1.35 2%

womans running shoes $ 2.01 5%

womens running shoes $ 1.81 5%

womans nike running shoes $ 1.29 8%

women nike running shoes $ 0.94 8%

womens nike running shoes $ 0.91 8%

nike womens running shoes $ 0.76 8%

KEYWORD MATCHING & BID LEVELS

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.

womens nike running shoes = $1.50 CPC for profit+womens +nike +running +shoes @ $1.25[womens nike running shoes] @ $1.50

CAMPAIGN STRUCTURE

HIGHER CTR, CR & QS

FLEXIBLE BIDDING

FLEXIBLE BID STRATEGIES

Enhanced CPC: Affects Everything

Uh, AdWords?... Where are all the Settings & Options?

Recommendation: Use only on Select Ad Groups

TARGET SEARCH PAGE LOCATION – Good

Recommendation: Use Only on Select Keywords

Good Settings & Options for Greater Control

MAXIMIZE CLICKS – AKA Give Google Control

Little Control with Settings & Options

Only Use on Select Ad Groups & Keywords

TARGET COST-PER-ACQUISITION Marginal Control with Settings & Options

Use only on Select Ad Groups, Good for Lead Generation

TARGET RETURN ON AD SPEND (ROAS) Marginal Control with Settings & Options

Use Only on Ad Groups & Keywords, Good for Ecommerce

BID ADJUSTMENTS BY AVERAGE PROFIT & LOSS

Keyword Segments (Ad Groups) Avg CPC

BidsAverage

CR Avg Cost Per Conv.

Avg Profit

Profit & Loss

Bid Adjust.

running shoe(s) $ 2.00 2% $ 100 $ 100 $0 -50%

womans running shoe(s) $ 2.00 5% $ 40 $ 100 $60 0%

nike womans running shoe(s) $ 1.00 8% $ 12.50 $ 100 $87.50 +200%

BIDDING STRATEGIES: from FOUNDATIONAL to FLEXIBLE

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

Hero Conf – April 2014

THANK YOU!

PPC Bidding Strategies: from Foundational to Flexible

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