9 PPC Planning Tips to Save Your Sanity

9 PPC Planning Tips to Save Your Sanity

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  ppc planning ppcto save your sanity aaron levy
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  @bigalittlea @bigalittlea
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  @SEERinteractive
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  ppc has a problem flickr.com/photos/ishmaelo
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  flickr.com/photos/bunchofpants/ @bigalittlea
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  3 stages x3 ideas = 9 tips to keep it together
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  food food food & beer food beer food food food beer food beer food food 7
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  flickr.com/photos/bluesquarething/ @bigalittlea
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  @bigalittlea
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  prepare flickr.com/photos/henryalva/ 10
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  1: meez flickr.com/photos/bluesquarething/ @bigalittlea
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  LEARN: the busness the goals thestakeholders the fears the marketing plan the bonus plan @bigalittlea 12
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  week of themonth conversions pick up…” ROLE PLAYING @nick_vigg: "every second
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  second week ofmost months. think that has an impact…?” ROLE PLAYING @client: "we run radio the
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  DOES RADIO IMPACT? yes.yes it does.
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  DR OZ =PROFIT!
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  @bigalittlea RASPBERRY KETONES SEARCH VOLUMESPIKE
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  @bigalittlea RASPBERRY KETONES GUESS HOWMUCH CLICKS COST?
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  2: label relentlessly @bigalittlea Imagecredit: http://ralamac.deviantart.com/
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  “AdWords Labels forEffective Account Management: Moar Labels!” - @michellemsem “AdWords Labels: Why I Love Them & You Should Too”- @katiewalton85 “4 Ways I Use AdWords Labels to Manage My AdWords Campaigns Faster” - @AndrewLolk @bigalittlea 20
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  COLLEGES: 12 PROGRAMS: 60 DEGREELEVELS: 4 REGIONS: 5 AGENCIES: 2 @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
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  400+ campaigns @bigalittlea flickr.com/photos/superyyy100/
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  CAMPAIGN: agency college geo channel @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
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  AD GROUP: program level branded/non brand @bigalittlea LABELRELENTLESSLY UNIVERSITY CLIENT
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  KEYWORD: general category-specific program-specific @bigalittlea LABEL RELENTLESSLY UNIVERSITY CLIENT
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  pow-pow powerpivot flickr.com/photos/gurana/
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  @bigalittlea 27
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  3: scratch madevs. store-bought @bigalittlea flickr.com/photos/mountjoy/
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  @bigalittlea
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  Jan Feb Mar Apr May SEER REPORT HOURS Acquisio Excel Jun Jul Aug Sep
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  ROI VS. ROE smallbusiness? small campaign? small spend? low maintenance account? @bigalittlea FOR YOU…? ARE YOU A…
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  $=free.99 infinite roi
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  execute 33
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  4: keep busy,avoid the busy trap @bigalittlea brecht vandenbrouche
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  AUTOMATED OR ALGORITHMIC? ifkeyword is x above cpa over 30 days, drop bids by y if keyword is z below cpa over 30 days, bump bids by q @bigalittlea BID CHANGES NORMAL BID RULES:
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  DAILY CHANGES =PROBLEM look at the same keywords look at the same data over compensate @bigalittlea BID CHANGES BID RULES WILL:
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  seer.is/bidrules
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  5: test small,win big @bigalittlea flickr.com/photos/penguincakes/
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  @bigalittlea “i want tofail fast” flickr.com/photos/jeanpaulmca/
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  flickr.com/photos/ishinelike/ SOUNDS EXPENSIVE? @bigalittlea
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  CAMPAIGNS? mature CMO? testeverything now! MOBILE SITE? piece o’ crap @bigalittlea TEST SMALL, WIN BIG MOBILE TEST
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  SOLUTION? exact-only campaigns best keywordsper category sky high mobile bids @bigalittlea TEST SMALL, WIN BIG MOBILE TEST
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  EXPECTED WINNER? 58% highercpa EXPECTED LOSER? 37% lower cpa @bigalittlea TEST SMALL, WIN BIG MOBILE TEST RESULTS
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  TEST ACTUALLY SPENT: 3%of total budget TEST COULD’VE SPENT: 13% of budget @bigalittlea TEST SMALL, WIN BIG ACTUAL COSTS
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  TEST COULD’VE COST: 7%of total conversions @bigalittlea TEST SMALL, WIN BIG POTENTIAL BUSINSS COST
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  6: set expectations flickr.com/photos/mistersmed/ @bigalittlea
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  1.2% ctr 1.2% ctr 4.1%cvr 3.7% cvr @bigalittlea AWESOME OUTERWEAR AIM FOR SALES, NOT CLICKS
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  grow flickr.com/photos/mistersmed/ 48
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  7: can’t pleaseeveryone flickr.com/photos/penguincakes/ @bigalittlea
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  eh, screw it @bigalittlea
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  @bigalittlea changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf
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  print all of thethings! flickr.com/photos/blue_mountains_library_-_local_studies/
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  PARADOX OF CHOICE
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  flickr.com/photos/ishinelike/ GUESS HOW ITWENT @bigalittlea
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  SOLUTION curated images 9 categories 9images per category conv. rate ↑↑↑ @bigalittlea PARADOX OF CHOICE CUT THE CRAP
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  8: kaizen 56
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  nobody grew fromquery mining @bigalittlea flickr.com/photos/curtisperry/
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  storage containers
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  @bigalittlea
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  SOLUTION: survey the salesteam @bigalittlea ALWAYS IMPROVE STORAGE CONTAINERS
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  FINDINGS: regional language need-specific terms redflag negatives @bigalittlea ALWAYS IMPROVE FIND SOMETHING NEW
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  cost conversions cpa old storage $356k 3,555 $100 sales team terms $40k 562 $70 @bigalittlea ALWAYSIMPROVE NEW VS. OLD
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  9: challenge convention @bigalittlea molecularrecipes.com
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  not for everyone @bigalittlea
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  NORMAL LPS
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  …BUT WHAT IF
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  LEFT: 1,175 clicks 85 conv 7.2% cr @bigalittlea RIGHT: 1,162 clicks 83 conv 7.1 % cr LANDING PAGE FORMS DOESN’T MATTER!
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  lets play again!
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  NORMAL 3-COLUMN
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  CENTER 3-COLUMN
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  CENTER: RIGHT: 215 clicks 187clicks 30 conv 23 conv 14.0 % cr 12.3 % cr @bigalittlea LANDING PAGE FORMS WEIRD WINS!
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  flickr.com/photos/feil/ oh s*%#... 72
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  flickr.com/photos/kenudigit/ 10: life inthe weeds 73
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  embrace surprise @bigalittlea flickr.com/photos/judybaxter/
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  ENHANCED CAMPAIGNS
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  76
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  @fmshovlin “they’re just campaigns now…” @bigalittlea
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  ENHANCED JUNK start withthe best @bigalittlea FIGURE IT OUT MOBILE:
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  ENHANCED JUNK -adsenseformobileapps.com -appspot.com -bids inthe evening @bigalittlea FIGURE IT OUT TABLETS:
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  ENHANCED ADVANTAGES + strongconv. rates leave nyc + ca alone @bigalittlea FIGURE IT OUT GEO:
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  ENHANCED ADVANTAGES @bigalittlea FIGURE ITOUT SUPER SITELINKS!
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  ENHANCED ADVANTAGES call conversions estimatedtotal conversions @bigalittlea FIGURE IT OUT CROSS DEVICE TRACKING:
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  ENHANCED ADVANTAGES …REMARKETING?? @bigalittlea FIGURE ITOUT CROSS DEVICE…
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  flickr.com/photos/tojosan/ you can stillclean up @bigalittlea
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  reward @bigalittlea flickr.com/photos/riekhavoc
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  …or just rewardme @bigalittlea flickr.com/photos/brostad/
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  [email protected] slideshare.com/bigalittlea @bigalittlea 87