By Paige Payne
Oct 6, 2009
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Session three for Monday Oct 5th was focused on, “Amazing PPC Tactics,” – What’s hot and happening with paid search? The session was designed to offer some new ideas for your PPC campaigns. The Moderator for the session was Matt Van Wagner, President, Find Me Faster. Speakers were: Addie Conner, Director of Search Marketing, Course Advisor Inc.; Brad Geddes, Founder, bg Theory, LLC; Dan Soha, CEO, Five Mill, Inc.; David Szetela, CEO, Clix Marketing.
Brad Geddes was the first to present; he discussed the benefits of location targeting using cities for nationwide campaigns. His point was that even if your brand is global, your consumer varies greatly from country to country and city to city.
Brad illustrated his point by showing examples of how great consumer preferences can vary for country, state levels, and city levels. He showed copy for two ads which had subtle differences in text but the same general message targeting New Jersey and Pennsylvania. In Pennsylvania alone, the same ad copy CTR varied by anywhere from 3 to 10 percentage points between the two messages- tested at the state level and between the city of Philadelphia.
Brad pointed out that a great way to really see the differences in geographic regions is by taking a look at the geographic report in Google Analytics. Incorporate the data into some sort of pivot table in order to draw comparisons. Also, look at Google Trends which allows you to compare data by state and break down to the city level. With the data you find target areas based on returns for the various state and city levels.
Given that the maximum number of campaigns you can run within AdWords is 25, keep in mind that about 1/3 of the US population resides in the top 20 metro areas. This will allow you to manage large global accounts more efficiently.
The next presenter was Dan Soha who provided useful tips and tidbits you can use to gain an edge over your competitors. For example, did you know dynamic keyword titles can allow you to gain three extra character spaces over non dynamic headlines? Traditionally you are allowed 25 characters, but if you use dynamic keyword insertion you are allowed 28 characters. He then pointed out an easy way to find potential headlines that just might not make the character count cut: take search query reports and sort the keywords by character length.
Dan also discussed that it is important to take advantage of sub domains in the display URL to help set expectations and achieve more targeted potential customers.
Other key tips Dan pointed out:
The next presenter, David Szetela, focused on winning at PPC content advertising. He pointed out that the content network is growing faster than the search network click inventory (50% growth versus 30% growth). The number of placements have doubled recently with Google’s new content bid exchange.
According to David, clicks are cheaper on the content network, and the overall campaigns are faster and easier to create and make successful at accomplishing certain tasks. The problem is that people have focused the majority of their time to figuring out the search network and really haven’t quite figured out how best to use the content network. David went on to discuss the common mistakes advertisers make when advertising on the content network:
Overall, David suggested that it is vital on the onset of a content push to set up two separate content campaigns for keyword and placements.
The final speaker of the panel was Addie Conner. She started off her presentation discussing
ANOVA or ANalysis Of VAriance which is a statistical technique to compare multiple independent variables at the same time (used for ad copy testing with more than two variations). That being said, I won’t try to go into all the details here of how to conduct ANOVA testing. But another piece of advice Addie gave which I did find interesting was that once you get your campaign settled in, split the various match types into different campaigns. She has found that almost always without fail she is able to achieve higher performance metrics across the board.
Also, err on the side of over-bidding drastically at the onset of a campaign to achieve a significant positive effect on your long term campaign performance; however keep in mind Dan’s advice that Google only gives you one chance to start a campaign properly. Historical data starts accumulating immediately and indirectly affecting all subsequent performance.