Senior Account Manager Alyssa Bambrick - Seer Interactive...Alyssa Bambrick Senior Account Manager PPC: Stop Bidding, Start Living

Alyssa BambrickSenior Account Manager

PPC: Stop Bidding, Start Living

© 2018 Seer Interactive • All Rights Reserved • Page 2

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History of PPC


The Year is 1996


The Year is 1996


The Year is 1996


Timeline of PPC

1996 1998 200019991997

Planet Oasis

Screws upAuction System

Real Time Bidding

References: https://www.duncanjonesnz.com/history-of-ppc-marketing/


Timeline of ANB

1996 1998 200019991997


Timeline of PPC

2001 2002-2003 2004 2006-2007 2008

85%

References: http://semgeeks.com/blog/history-ppc


Timeline of ANB

Marketing & Management

Entrepreneurship

Minor In French

2001 2002-2003 2004 2006-2007 2008


Timeline of PPC

2009 2010-2011 2012 2013-2017 2018

eCPC

Dynamic Remarketing

SMARTBIDDING

References: https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article


Timeline of ANB

2009 2010-2011 2012 2013-2017 2018


Stop Bidding


Smart Bidding

Enhanced CPC

Target ROAS

Target CPA

MaximizeConversions

Maximize Clicks

Target Search Page

Location

Target Outranking

Share


Test with Experiments

Set to 50/50 split

Test should run for 4 - 6 weeks to gather enough statistical significance

Keep budgets in mind


Increase visibility on first page or in top positions

LocationDay Parting

Automatically adjusts your manual bids to help you get more conversions, while trying to achieve the same cost-per-conversion.

Enhanced CPC

GOAL Layer On


Increase site visits DeviceLocation

Day Parting

Automatically sets your bids to help get as many clicks as possible within your budget.

MaximizeClicks

GOAL Layer On


Get more conversions while spending your budget Device if bid is -100%

Automatically sets bids to help you get the most conversions for your campaign while spending your budget.

MaximizeConversions

GOAL Layer On


Increase visibility on the first page of Google search results or

in the top positions.

DeviceLocation

Day Parting

Automatically sets bids to help you get the most conversions for your campaign while spending your budget.automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the

first page of search results.

Target Search Page

Location

GOAL Layer On


Get more visibility over other domains

DeviceLocation

Day Parting

Automatically sets bids to help you get the most conversions for your campaign while spending your budget.

Target Outranking

Share

GOAL Layer On


Get more conversions with your target CPA Device bidding adjustments

Automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set.

Some conversions may cost more or less than your target.Target CPA

GOAL Layer On


Meet a target return on ad spend (ROAS) when you value each

conversion differentlyDevice if bid -100%

Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may

have a higher or lower return than your target.Target ROAS

GOAL Layer On


Other Platforms


Start Living


Start with People

Who are your users?

What do they want?

What are they doing?

How can we help them?

What’s their “why” for this search?


New Phone, Who Dis?

Who are your users? What do they want?

What are they doing?

Information

Looking to go somewhere

Make a purchase


Why?


What lead them to this search?



Timing is EVERYTHING

Midday

Weekends

Monday scaries

Holidays/Vacations

Tax Season

Beginning of the school year

Getting married

Moving

Having a child

Time of Day/Day of Week Seasonality Special Events


Where you at?


Demographics


STFU-ABThere are times when you should… MANUALLY BID


● No data

● Start out by hitting the first page

● Adjust that shit like it’s 1999

● Let it run

Launching New Campaigns


Holidays

● Black Friday/Cyber Monday

● Holiday Season

● Vacation Holidays

● Drunk Holidays



Other Instances

Smart Bidding

Didn’t Work

Time Sensitive

PR Initiatives

Brand

Not Enough Data


End Goal


What to take away from today

PPC has come a long way… and so has ANB

Know your goals and how to use auto bidding

Learn your audience. Think about the person

Know when to get off your ass and bid


Thanks!

Senior Account Manager Alyssa Bambrick - Seer Interactive...Alyssa Bambrick Senior Account Manager PPC: Stop Bidding, Start Living

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