Campaign Evaluation - PPC Advertising
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PPC is an advertising format where advertisers pay each time a user clicks on their ad. It is effective because advertisers can target specific searches with relevant messages. This document provides an analysis of a PPC campaign and recommendations for optimization, including restructuring the campaign, improving ad groups and keywords, analyzing ad copy, and targeting searches across multiple locations or a single location.
Campaign Evaluation - PPC Advertising
- 2. PAY-PER-CLICK ADVERTISINGPPC PPC is an online advertisingformat that allows advertisers to display ads for their goods or services when buyers enter search queries that are relevant to their business It’s called “pay-per-click” because advertisers are only chargedwhen a buyer clicks on their ad. Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting impactful revenue generatingopportunities for which their direct competitors’ become benefactors. … WHAT IS IT… …AND WHY DOES IT WORK? AXIOM ADVISING
- 3. 3 Buyer Stage: Research & Consideration Pay-Per-Click Evaluation PPC is effective because advertisers can target very specific searches with very relevant messages & 89% of web traffic generated is attributed to paid Advertising.
- 4. PPC STRUCTURE Campaign Level Ad Group 1 Keyword 1 Keyword 2 Keyword 3 Ad Group 2 Keyword 1 Keyword 2 Keyword 3 Budget Targeting By goal or buyer stage Bid Ad Copy theme Match types All KW related to ad group theme
- 6. Step 1: User Query We target search queries using keywords keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many Web sites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered.
- 7. Step 2: Search Engine Results Page Google populates ads based off of who bid the highest and who’s ad is the most relevant
- 8. Step 3: Landing Page Buyer clicks on a link and is directed to your site
- 9. Step 4: ConversionThe buyer requestes a demo, or leaves the site. FACT Businesses with 7 or more landing pages get 4X more leads than those with only a few landing pages.
- 10. PPC UX OPTIMIZATION TOP 5 IMPROVEMENTS Optimize Bid Strategy: the messaging and CTA can be aligned in a horizontal or traditionalcascade structure a CTA and anchor button that directs user to the tour. Eliminategraphics to lessen page distraction Minimize header and navigation bar for all paid visitors.Then add EastMark’s logo within the webpage. Streamline page structure Replace ads with new slight variants of best performing live ads. Tweak headline user intent, to match your ads. HEADLINE. TOUR MODEL HOMES FROM HOMESUBTEXT: EXPEAINCE EASTMARK. TAKE OUR ONLINE TOUR! More Relevant Landing Pages Note: UnBounce has a scalable way to create a large amount of landing pages and allows for dynamic keyword insertion directly into the landing page.
- 12. DELTEK Note: PPC Estimates The keywords we show you below are sorted by "domain’s most valuable" at the top. That means that the first set you see could be responsible for 40% of the domain’s clicks even though they are just a tenth of its total keywords. As you view more results at the bottom of the page, you will see the subtotals grow along with the number of results. Since we don’t start with all of these results at once, these roll-up numbers are a projection of what the combined totals will be. These are meant to help you compare the clicks and spending of one group of landing pages to another. ONSCHEDULE PROCORE PAGE 12 $9,500 Est. Monthly Budget 312 Est. Keywords 11/17 Est. Avg. Ad position 935 Avg. Monthly Clicks $2,170 Est. Monthly Budget 80 Est. Keywords 7/10 Est. Avg. Ad position 312 Avg. Monthly Clicks $19,400 Est. Monthly Budget 1,880 Est. Keywords 6/17 Est. Avg. Ad position 10,200 Avg. Monthly Clicks
- 13. KEYWORD & AD COPY ANALYSIS Your top performing ad copy is delivered less than 45% of the time. And the third best performing ad has an average position of 5. This flaw significantly impacts CTRs. Ads most likely triggered from broad match keywords
- 14. PPC OPTIMIZATION SOLUTION TOP 5 Campaign Structure & Management IMPROVEMENT Strategy 1 RESTRUCTURE YOUR MCC Create campaigns by objective. Create ad groups by keyword themes then buying stage Optimize Bid Strategy: Aim for the 2nd to 3rd ad slot. It Will lower CPC. Thus lowing CPL and CPA Pause underperforming ads Replace ads with new slight variants of best performing live ads. Create More Ad Groups Will improve ad copy and landing page relevancy; Will improve Quality Score, therefore lowing CPC due to improved UX. Pause Poor Keywords perform a weighted quality score analysis Add Negative keywords Negative KW/ KW Match Tip: analyze search query report. Excel pivot tables come in handy 5
- 15. Keyword Competition Suggested Bid Avg. Monthly Searches construction project management software 99 $19.41 8,558 general contractorproject management software 100 $11.63 633 construction schedule software 100 $34.37 3,556 construction schedulingprogram 85 $28.68 128 construction planning software 94 $32.14 1,255 construction schedulingsoftware 100 $7.46 7,105 cloud construction software 100 $32.37 470 cloud based construction software 100 $36.42 240 GOOGLE KEYWORD ESTIMATES PAGE 15
- 16. MULTI-LOCATION TARGETING SEARCH VISUALIZATIONMULTIPLE DMAs County State Los Angeles County California Orange County California San Francisco County California Harris County Texas Cook County Illinois King County Washington Santa Clara County California DuPage County Illinois Will County Illinois Brazoria County Texas
- 17. SINGLE LOCATION TARGETING County Harris County Brazoria County Montgomery County Fort Bend County Galveston County Liberty County Grimes County Chambers County Waller County HOUSTON DMA SEARCH VISUALIZATION