1. PPC Case Study Pubcon 2010

2. About Me President Stone Temple Consulting – 19 person SEO/PPC Services Firm Columnist: Author:

3. > $50K Per Month Spend?

4. Competitive Marketplace

5. Optimize Campaigns > 10 Hours /Week?

6. If Not …

7. But All I Need is a Bid Management Tool, Right?

8. Quick Case Study

9. Client Scope Local Service area business with a national scale – 5 to 10 service mile radius – Many hundreds of locations – High local search term volume Willing to aggressively invest in online lead generation

10. Initial Situation Worked with a PPC agency (not us!) – Approach was to implement their tool – Report on it weekly – Tweak dials and gauges are requested by client Typical metrics for a given month: – $80K Spend, 80% ROI

11. 2008 through 2010 Results Spend ROI

12. How did we get these results?

13. Client Selected Kenshoo

14. Kenshoo Provides Overall Campaign & Bid Management – Set ROI goals – Keyword by keyword bid management for those with enough data – Grouped keyword bid management for those that do not Aka portfolio management Note: Marin does these things very well too! too!

15. Typical Bid Management Results

16. Summary of the Results Redline is the target ROI Each data point is the ROI for a keyword, or group of keywords Actual average of these numbers 15% higher than the target ROI Results are all over the map! This is normal

17. Human Input Required!

18. Key Areas Negatives Bid down or disable losers Scale Winners Discovering new keywords Ad Optimization (summary of results from when we did that) Competitive analysis

19. Negatives Every month: – Review actual user queries that resulted in PPC traffic – Identify the higher volume ones that don’t make sense Ex: you bid on “printers” and you got a query for “cheap printers”, but you are the high priced product – Don’t have resources to do this? Use Epiar

20. Dealing with Losers Every week: – Find underperforming keywords – Evaluate scope of the problem – Pause them if it’s too big to fix – Or, bid them down if you can

21. Scale Winners & Discover New Keywords Every week: – Identify winners – Milk them for all they are worth! – Look for related keywords that you are not bidding on See if your competitors bid on them Add them to your mix

22. GKWP Report

23. Identifying Winners

24. Identifying Losers

25. Ad Optimization Ongoing Basis – Test multiple ad copy variations Wait until you have enough data, then: - Pick the winners - Prune the losers - Start Your next test!

26. Ad Optimization Results

28. Competitive Analysis Source: SEMRush

29. Competitive Analysis Source: SEMRush.com Source: SEMRush

30. One More Thing …

31. Separate out Brand Terms Don’t let your competitor steal your business! Simply outbid them – You should have the quality score advantage Don’t take the risk that they will be bid down

32. Thank You! Eric Enge President Stone Temple Consulting eenge@stonetemple.com @stonetemple