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Finding Spend Bleed
- 2. Finding Spend Bleed @_SEANDOLAN | #StateofSearch by: Sean Dolan | State of Search, 2016
- 3. Spend Bleed We regularly find up to 60% of spend being wasted in new accounts. @_SEANDOLAN | #StateofSearch
- 4. Where We Find It Dayparting Location-targeting Site speed issues Search term report @_SEANDOLAN | #StateofSearch
- 6. Dayparting Evaluating time of day performance 52-week lookback window: Optmyzr.com @_SEANDOLAN | #StateofSearch
- 7. Day Parting Evaluating time of day performance Optmyzr.com @_SEANDOLAN | #StateofSearch
- 8. Day Parting Evaluating time of day performance Invert trend for bid modification. Optmyzr.com @_SEANDOLAN | #StateofSearch
- 9. Location Targeting @_SEANDOLAN | #StateofSearch
- 10. Location Targeting Sort Geography by CPA Eliminate Bad Locations @_SEANDOLAN | #StateofSearch
- 11. Location Targeting Geographic Dimensions @_SEANDOLAN | #StateofSearch
- 12. Location Targeting Region Conversions Cost/Conversion England 16 $56.12 Hawaii 26 $24.36 North Dakota 148 $12.73 Vermont 77 $12.72 Alaska 29 $11.19 Idaho 363 $9 Minnesota 776 $8.81 South Dakota 251 $8.8 @_SEANDOLAN | #StateofSearch
- 13. Site Speed @_SEANDOLAN | #StateofSearch
- 14. Site Speed Every second of load time, another 6% will bounce. At 4 seconds, almost 25% have already bounced. $10,000 revenue-per-day ecommerce site loses 220k each year for EVERY SECOND of load time. Estimated 113 Billion U.S. local search queries in 2016, versus 86 Billion on desktop. @_SEANDOLAN | #StateofSearch
- 15. Site Speed Site speed tools: Google Page Speed Insights, Gtmetrix, Pingdom, Web Page Test. Perception of speed is more important than objective speed. @_SEANDOLAN | #StateofSearch
- 16. The Illusion Of Time
- 17. Site Speed Locksmith takes longer, gets better tip. Blogger.com creates fake progress bar. Coinstar fakes delay in coin counting. Airlines increase distance to baggage. @_SEANDOLAN | #StateofSearch
- 18. Site Speed . Webpagetest.org @_SEANDOLAN | #StateofSearch
- 19. Search Term Report @_SEANDOLAN | #StateofSearch
- 20. Search Term Report Consider the obvious. Filter search query report to mine for negative keywords. Automate the mining process with our free script. @_SEANDOLAN | #StateofSearch
- 21. Search Term Report Consider the obvious @_SEANDOLAN | #StateofSearch
- 22. Search Term Report Search Term Filters @_SEANDOLAN | #StateofSearch
- 23. Search Term Report Search Term Filters @_SEANDOLAN | #StateofSearch
- 24. Search Term Report Search Term Filters Clicks >= 50 Cost/conv > 250 Sort by cost/conv @_SEANDOLAN | #StateofSearch
- 25. Search Term Report Search Term Filters Clicks >= 10 Conversions < 1 Sort by cost @_SEANDOLAN | #StateofSearch
- 26. Search Term Report Negative Opportunity Tool @_SEANDOLAN | #StateofSearch Download for free at PushFire.com/sos16
- 27. What Is An N-Gram? In the fields of computational linguistics and probability, an n-gram is a contiguous sequence of n items from a given sequence of text or speech. The items can be phonemes, syllables, letters, words or base pairs according to the application. The n- grams typically are collected from a text or speech corpus.
- 28. Search Term Report Negative Opportunity Tool What does it do? Keyword Clicks Convs blue 20 3 shoe 3 0 pictures 3 0 buy 4 2 shoes 16 3 free 7 0 Keyword Clicks Convs Blue shoe pictures 3 0 Buy blue shoes 4 2 Free blue shoes 7 0 Blue shoes 5 1 @_SEANDOLAN | #StateofSearch
- 29. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) – Home Investor @_SEANDOLAN | #StateofSearch
- 30. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) - 3D Design @_SEANDOLAN | #StateofSearch
- 31. Search Term Report Negative Opportunity Tool Sorted by Cost (2nd Tab) – 3D Design @_SEANDOLAN | #StateofSearch
- 32. Search Term Report Negative Opportunity Tool Sorted by CPA (1st Tab) – Home Services @_SEANDOLAN | #StateofSearch
- 33. Search Term Report Negative Opportunity Tool Sorted By Cost (2nd Tab) – Home Services @_SEANDOLAN | #StateofSearch
- 34. Search Term Report Negative Opportunity Tool Raw Data Search (3rd Tab)– Home Services @_SEANDOLAN | #StateofSearch
- 35. Can Display > Search?
- 36. Promoting Events With Contest
- 37. Promoting Events
- 38. Pick A Winner
- 39. Pick A Winner .58 CPC.53 CPC .77 CPC 1.18 CPC
- 40. How To Find Me Sean Dolan President PushFire, Inc. Linkedin: linkedin.com/in/seanmdolan Twitter: _seandolan Free PPC Script: Pushfire.com/sos16 @_SEANDOLAN | #StateofSearch
- 41. Sources • Mobile worthiness, 101 billion U.S. searches: http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will- Surpass-Desktop-Local-Search-in-2015.asp • How load time affects you: https://blog.kissmetrics.com/loading-time/ • Coinstar & Blogger perception of timing: http://www.90percentofeverything.com/2010/12/16/adding-delays-to-increase-perceived-value-does-it- work/ • http://blog.teamtreehouse.com/perceived-performance • The Truth About Download Time: https://articles.uie.com/download_time/
Editor's Notes
- Let’s get a pulse on the room. How many are running Adwords ads? Split the room based on OPM: ‘Other People’s Money’ – who is spending their own money?
- Broad match is a big offender, I assume this group is past that. Broad is great for testing, RLSA, and including multi-language searches.
- Ecommerce site
- So how do we address this situation? John Henshaw’s presentation yesterday was amazing.
- Watched a video online about a locksmith, as apprentice, broke locks, took forever, great tips. Better he got, unlocked in less than a minute, no broken locks, customers complained about his pricing. Empathy is shown for a human, not a computer. Imagine chess versus human/computer. Consider time and value for their time. It’s not just load time, but it’s the entire process of the site providing a timely and valuable experience. From the first load to the checkout of the shopping cart, or the time it takes to call back a generated lead. Real estate investors using bandit signs, but don’t answer the phone. The broken link is in their business process, not their marketing.
- Objectively, Target Wins with 7.6 seconds. Subjectively, Amazon loads in around 2 seconds. Truth About Download Time – Christine Peretti 2006 -10 websites, unique tasks given to test subjects to completed, asked to rate the speed of the site. “When we looked at the actual download speeds of the sites we tested, we found that there was no correlation between these and the perceived speeds reported by our users. About.com, rated slowest by our users, was actually the fastest site (average: 8 seconds). Amazon.com, rated as one of the fastest sites by users, was really the slowest (average: 36 seconds).”
- Obvious terms, you can Google ‘negative keyword lists’ and find a ton. Free, cheap, nude, torrent, craigslist, etc. *WHAT ARE SOME TERMS? General or specific to your industry. Competitor goes out of business? Buy their search term report from them. ***
- You can manually type in searches to match queries and spend hours finding great words to remove, or you can automate the process, and let our script help them the negatives rise to the top.
- We’re grabbing n-grams in various combinations.
- Explain HHB Sale? I’m falling into retail sellers, not motivated sellers.
- 3D pump design company: ‘how to’ and ‘water’
- What is the most off-topic n-gram in this list, for a 3D pump company. I’ll wait. Pimp – pump? “Design Your Own Pumps”
- Zero Conversions (another tab in the output of the script). ‘how to’ again. Houston plumber vs Houston Plumbing.
- Only a handful of people tried this tool, granted it was a bit complicated, so I simplified it with a script. If you’re selling PPC services, imagine how easy it is to justify your services, by showing in 2 minutes how much waste is in their account. Need to justify the price of your conference ticket? So you can come back next year? Bring this to your Adwords with your expense report like BAM. Want to see how well your current PPC provider or in-house (or want to run this tool before your boss does)?
- Home services company. Display average CPC: .38 Search average CPC: $21 Display conversion rate is .67% Search conversion rate is 22% Display CPA: $56 Search CPA is $94 Works better for traditional businesses, Imo.
- Can someone translate? Ran a contest to win lots of things, unique once-in-a-lifetime experience. Highly targeted to “Hispanic, Spanish Dominant” Under 10k in online advertising, plus in-store flyers at local grocery stores = 7,000 attendees.
- Winners of the conference.
- Never assume that what you think is best works best. Why do you think one beat another? I have no idea either.
- Reinforce using the script. I don’t have a star on my nametag, but honestly, if you need anything, I’ve been there.