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2015 Hero Conf Notes by Unbounce

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2015 Hero Conf Notes by Unbounce #HEROCONF 2015 NOTES BROUGHT TO YOU BY #HeroConf 2015 Notes by Unbounce ​ Hi there! Thanks for downloading the HeroConf 2015 notes by Unbounce. We sent a gang of notetakers to Portland, OR to document the entire conference so that attendees could sit back, relax and just enjoy the sessions. What you’ll find below is the fruit of our labor. That’s 2 days, 70 speakers, 44 sessions and 4 keynotes – all packaged into this pretty PDF for you. Enjoy the read, and please let me know if you have any questions or concerns. I’m always here to help. Sincerely, Chelsea Scholz Jr. Campaign Strategist Unbounce 1 Table of Contents Hi there! Table of Contents Official Unbounce Notetakers HeroConf Sessions 10 Silent Risks in Your PPC Account Add To It: The Value of Ad Extensions Advanced Conversion Optimization for High Traffic Websites and Mobile Devices Advanced Excel Trickery: Account­Side Efficiencies & Post­Transactional Analysis B2B PPC: Partners In Business The Best and Worst Bid Rules Ever Written Build It Right: Account Setup And Structure Building And Managing A World­Class PPC Team Buy Now: Google Shopping And Bing Product Ads The Buyer Journey: Using Paid Media To Drive Demand The Chemistry of Landing Pages with Live Critiques Create An Ad Testing Framework To Perfect Your Ads Embracing The Inevitable: Account Restructures And Transitions Fill the Form: Driving Quality Leads and Delivering Results Forming Client Partnerships For Long­Term Success From Target CPA to Maximizing Clicks: Using Google Bid Management Tools How Smart Marketers Bridge Content and PPC Marketing How to Win with The Unexpected Keynote with Brian Sise Keynote with Surojit Chatterjee Keynote with Tim Ash Lead Gen & eCommerce PPC: You Got The Conversion, Now What? Leveraging Analytics To Boost Your PPC Performance Making The Case For Match Type Segmentation Open Your Eyes To Advanced AdWords Scripts PPC + LPO: Insider Strategies For High­Converting Campaigns PPC For Social: Leveraging Paid And Organic Campaigns For Facebook And LinkedIn PPC Heroes' Favorite Excel Hacks PPC Heroes' Favorite PPC Mistakes: Lessons Learned PPC in Your Hand: Search Advertising for Mobile Devices PPC Strategy for Startups The Psychology of PPC: How Consumer Behavior Affects You Quality Score: As Relevant As It's Ever Been Re­Evaluating Success: The Value of PPC Audits 2 RLSA: Capturing The Wandering Visitor Selling Better: PPC Strategies for Ecommerce and Call Extensions Transforming Tweets into Closed Deals Where are They? Leverage Geography or PPC Success Worldwide Reach: The Impact Of International PPC Your Brand in Visuals: Retargeting with Display Advertising Don’t Let Your Takeaways Escape You ­ A Call to Action 3 Official Unbounce Notetakers Dan Levy Amanda Durepos Gary Allen Duane Brown ​ ​ ​ ​ ​ ​ ​ HeroConf Sessions 10 Silent Risks in Your PPC Account Andrew Goodman, @andrew_goodman ​ ​ President Page Zero Media PPC Auctions Feels Riskier Than Ever ● Google has no incentive to worry if we leave their business or if we over spend ● Google only makes money when they convince us to make bad choices and use bad inventory ● Feels like we don’t have a friend ● What Risk Is Not ○ Making mistakes ○ Poor execution 4 ○ Risk we should worry about: ■ We get whipped out ■ Bad events are the start of a trend ● A portfolio of uncertained outcomes is different from one large risk The Amazon Effect ● Got a call about a package about different billing address ● They have everything with great prices and a brand focus loyalty ● No emotional connection, no domain expertise ● People don’t like giving all their money to one company even if they are not a huge monopoly. They are getting beaten by vertical commerce brands ● Taxonomy: They have a one size fits all. can feel wrong to some people ● Amazon shows up in 7th ad position but doesn’t do Google shopping results Bias For Action ● People forgot about bad choices over the long-term ● Replaces busywork with a playbook ● Prioritize and put different actions in context ● Make changes on statistically significant data ● Kill or don’t do many small volume changes in accounts ● Respected established structures in accounts and test creative Having A One Track Mind ● Killing off non-performing keywords ● Only changing the creative and not looking at other areas of the account ● Making sure ads don’t show at night ● What the competition is doing The Google Effect 5 ● Them going into a new vertical ● Launching a new update that kills your effort ● Framing tricks in AdWords makes us think something is bad The Data Isn’t Really The Data ● Triple counting data and revenue you’re unaware of ● Dayparting to the wrong time zone ● Leads that don’t convert on the back end in Google Analytics ● CPA vs ROAS: knowing which you are measuring against ● Understanding when the numbers are credible ● Understand numbers across the business Getting Blended ● Having too many options: match type, Ad rotation, and bid optimization ● Buying junk display inventory ● Using exclusion of keyword and placements are great ● Praise and support up and coming platforms ● Ignore training wheel features. ● Develop apps using an APP whenever you can Too Many Bidders ● Many competitors upping the costs of CPCs ● Not having a reliable channel for new customers acquisitions ● Going kamikaze on your account ● Try to diversify channels and cross channel opportunities ● Flat PPC isn’t bad if you’re still profitable and getting new customers Making An Account Humme ● Look at automation for daily tasks 6 ● Have a weekly team meeting ● Setup alerts, budget caps and rules across the account ● Use email alerts for the client and team ○ Setup for campaigns that have 90% of your spend ---------- Add To It: The Value of Ad Extensions Carrie Albright, Hanapin Joseph Kerschbaum, 3Q Digital CARRIE ALBRIGHT Ad extensions: Your ecomm account’s newest sidekick You ad is the gateway to your customer – it’s your hero, baby Ad extensions are your trusty sidekick Why do ad extensions really matter? To improve the health of your PPC accounts – positions, conversions and Quality Score Both Google and Bing want us to take advantage of all their tools 7 8 The List ● Manual vs. automated extensions ● Sitelinks – dynamic sitelinks are provided by Google now if you don’t provide your own ● Callout extensions – can include product dimensions, special offers and benefits (without distracting from headline of ad) ○ Saw increase in CTR and AOV ● Location and call extensions – especially important on mobile ● Review extensions – social proof, baby ● Seller/Merchant ratings – for ecomm – aggregation of reviews through Google or Bing-approved third-party – out of your control 9 ○ Using these increased Carrie’s conversion rate by 3.7% but reduced AOV slightly ● Consumer ratings – dynamically populated – can reach out to search engine reps to see how to optimzie ● Product ratings – from 3rd-party review sites, aggregated from whole industry Merchant promotions – have to be specific to products on your site – need to fill out Merchant Promotions Interest Form Get the right data ● Make sure to segment by extension so you know which ones are actually working (add extension details report in Bing) Main takeaway: Take advantage of ad extensions because other PPC marketers are. It’s ​ ultimately about giving your users the best experience possible. JOSEPH KERSCHBAUM How to write & optimize PPC ads holistically 10 ● Make sure ad extensions play nicely together ● PPC landscape has become much more complex and competitive ● “What you guys do is really hard” ● Too many people update accounts on a piecemeal basis – leaves your campaigns disjointed Focus on entire ad units ● Remember ad groups are not keyword groups – write your ad first, everything flows from that ● Think in terms of ad units – how sitelinks, call extensions, phone extensions, etc. affect the whole ad Every element of your ad plays a different role ● Headline – push people down the ad ● Body copy – supports headline, communicates USP ● Display URL – confirms destination, shows search query relevance, pushes user to website/landing page ● Call out extensions – show SQ relevance, build trust, highlight exceptions ● Sitelinks – support headline and copy, show SQ relevance, get topical and specific, drive deeper into site Conversion action synchronization vs. diversification ● Sometimes you want to use each site link to address different segments and needs, other times you want them to all support one conversion action In summary 11 ● Focus on entire ad unit – all pieces of ad need to work together – if I change ad headline, how does this affect my sitelinks? ● Strategize each ad element ● Optimize your account structure ● Synchronize actions (or don’t– just make sure it’s intentional) ● Adjust for you audiences Q: How do sitelinks jibe with dedicated PPC landing pages? Carrie: ● Opt out of dynamically populated site links ● Use call-out extensions like you would sitelinks to send them to dedicated landing pages ● In other words, segment with your ad and convert with dedicated LPs --------- Advanced Conversion Optimization for High Traffic Websites and Mobile Devices Chris Goward Founder & CEO, WiderFunnel ● Chris was a cute child 12 ● His sister had mad rosy cheeks #TotesAdorbz Agency goals are often at odds with their clients Marketing + Scientific Process = Conversion Optimization ^Everybody wins Tips ignore context, but they can be a great place to start ● With a new client it can be great to start with an easy test ● In this example Chris started with a button
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