Making Data Driven Decisions

Jon Davis presentation from the March 2012 COWPU Meeting.

Transcript

1. Make Data Driven Decisions using pay-per-click advertising Presented by: Jon Davis Manager of Paid Advertising at Jon.Davis@g5platform.com @JDavis23 Tuesday, April 3, 12
2. Data > Opinion Tuesday, April 3, 12
3. Adwords is a great tool for Tuesday, April 3, 12
4. 4 Case Studies Tuesday, April 3, 12
5. Appearing on a SERP for a Tuesday, April 3, 12
6. Serp image Tuesday, April 3, 12
7. The Opinion By placing ads on the SERPs that result from a search for a competitor’s brand will navigate to our site and we can poach the business. Tuesday, April 3, 12
8. Important Note In the following case the client wasn’t actually bidding on the competitor’s brand. Tuesday, April 3, 12
9. Serp image - explained ad triggered by ‘checking account’ in query Tuesday, April 3, 12
10. Mining the Data Use the search query report to get to information not visible in the traditional adwords view. Tuesday, April 3, 12
11. Search Query Report Powerful Report for Mining Granular Data Tuesday, April 3, 12
12. The Opinion By placing ads on the SERPs that result from a search for a competitor’s brand will navigate to our site and we can poach the business. Tuesday, April 3, 12
13. Mine Data Using Excel Download Search Query Report Sort Keywords to Find Phrases Containing Competitor's Brand Tuesday, April 3, 12
14. Resulting Data Showed Click Data For Phrases Containing Competitor Chase Bank Cost Per Conversion of $1,141 4 times higher than account avg Tuesday, April 3, 12
15. Actions Taken for Bank: Asked for Full List of Brands Identified as Competitors 23 Total Used Negative Keyword Strategy To Eliminate Clicks Tuesday, April 3, 12
16. Data > Opinion Now as standard practice the bank eliminates all competitors’ brands for all accounts. My Takeaway: Don’t let your ego cost you money. Users searching for your competitors are probably doing it for a reason. It is unlikely you can win their business, so don’t try. Tuesday, April 3, 12
17. Visitors to website are less Tuesday, April 3, 12
18. - Bank needed to reduce adwords expenditure by 35% due to budget constraints. - Initially instructed to pause campaigns during work hours because belief was that people were too busy at work to convert to customers for the bank at that moment The Situation: People are too busy at their job to sign up for a bank account…right? Tuesday, April 3, 12
19. The Opinion People surfing the internet at work are less valuable visitors to a website because they are distracted by their job. Tuesday, April 3, 12
20. Time of Day Data Segment to find high and low performing hours of the day Tuesday, April 3, 12
21. Important Note Be careful if you have campaigns that cover multiple time zones Tuesday, April 3, 12
22. Mine Data Using Excel Download Hour of Day Report Sort Hour Performance Using Cost/Conversion Find the Hours Comprising 35% of account wide spend with highest cost/conversion (opened bank account) Tuesday, April 3, 12
23. Resulting Data Showed Click Data For Phrases Containing Competitor Chase Bank Cost Per Conversion of $1,141 4 times higher than account avg Tuesday, April 3, 12
24. Actions Taken for Bank: Set ads to run during hours with lowest cost/conversion Tuesday, April 3, 12
25. Data > Opinion Decision was made to pause the lower performing hours based on the data. Cost per conversion lowered by 15%, if work hours had been paused cost per conversion would have increased My Takeaway: Don’t assume what time of day your most valuable visitors are on your site. The data may surprise you. More people are working from home or remote or in some way that results in unrestricted internet access and lacking the supervision of a network or VPN. Tuesday, April 3, 12
26. Deciding on a book title: Tuesday, April 3, 12
27. - Tim Ferriss originally wanted to title his book, ‘Drug Dealing For Fun and Profit’ - Wal-Mart did not love the name and instructed Ferriss to come up with a new name….he had about a week to decide The Situation: “Rather than rely on emotional decisions and ego, let’s get some data” - Tim Ferriss Tuesday, April 3, 12
28. Tim Ferriss Explains…. Tim Ferriss talks with Kevin Rose about coming up with the title the "4 Hour Workweek" using adwords (start at 2:40 of http://vimeo.com/3934635) Tuesday, April 3, 12
29. Data > Opinion Ferriss’ solution helped remove emotion and other people’s opinions about what he should name his own book. My Takeaways: - this is a great way to bring some data into decisions like product naming, app naming, company naming and URL purchasing - slogan creation, brand messaging and organic search strategy can also be aided by well crafted adwords’ campaigns. Tuesday, April 3, 12
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