Here are just a few comparisons provided by SpyFu PPC Competitive Software

Organic Rank/Keywords: OUCH!!!
- Winner: Hotwheels

Related Organic Keywords: That’s It?
- Winner: Hotwheels

PPC Budgets: Geez, Nothing at all?
- Winner: HotWheels

Twitter Page: Matchbox has nothing to Tweet About?
- Winner: HotWheels

In Conclusion:

Mattel is obviously choosing the brand that they want to be visible online and using their ad dollars to prove it. In a recent article from Proactiveinvestors.com  entitled “Mattel posts Q4 profit helped by Hot Wheels and Barbie sales” the Chief Executive Bryan Stockton states “Sales for Mattel’s Wheels segment – which includes the Hot Wheels, Matchbox and Tyco R/Co brand – jumped five percent.” The significance of this statement is that he included Matchbox, even though we have seen is obviously not involved in any progressive online marketing strategies and/or PPC Ad Budgets. So the next time you are walking down the toy cars aisle, just think about this post.

In this post, I will discuss the benefits of Storytelling to both the client and the PPC Guru handling the account.

Educating Clients on which Metrics Matter

In a lot of cases, when boarding a new client who is new to PPC or had a horrible experience with a previous agency or a Google Self Optimization (hee) there is a false understanding of success metrics. Some may think Impressions or CTR% is what measures success. Other just care about clicks. So, it’s up to the PPC Guru to set the record straight and propose an “eye-opening” strategy which contains both “before the click” and “after the click” performance goals. Furthermore, it’s also imperative to set the right expectations in order to gauge trust with the client.

Leverage Web Analytics Data to Feed the Story

Just looking at PPC performance data is not enough to tell the story. PPC marketing has a strong effect on Brand Awareness and influencing Organic results. In my experience, I have had client’s Direct Traffic (Bookmark/Type-in) performance skyrocket when we were targeting “non-branded” keywords. Once we decided to pause that campaign, the Direct Traffic performance dropped. That’s a Story that needs to be explained to the client.

Utilize Google Adwords Dimensions

They are other important metrics within Google Adwords Dimensions which also contribute to telling the story, such as Hour of Day, Day of the Week and GEO by state, metro area, city and most specific locations. These are the metrics which combined with overall performance data is what makes up a holistic story that can be understood by the client and used as next level optimization strategy.

Presenting the PPC Performance Story

In my opinion, Acquisio has the best PPC Reporting Platforms available today. They simply SYNC all of the data from the Search Engines and populate amazing looking reports where a user can “slice & dice” any performance metrics of their choice. Acquisio also allows users to upload images and insert customized text fields for Storytelling. Here is an example Report.

Following the PDCA process I’ve listed some guidelines as to how each step applies to a new or existing Paid Search initiative. The guideline is not exhaustive and it is not enough just follow the guideline and assume you are going to be profitable. It is critical for you to standardize each step of the process so it is easy to repeat.

PLAN

Planning is the most critical step in the Paid Search process – when done correctly everything else will fall into place. Planning includes:

1. Review of Client Website and Offerings
2. Assessment of PPC Accounts
3. Assessment of Analytics Implementation
4. Client Goals and Past performance
5. Competitive Analysis
6. Campaign Structure and Design
7. Keyword Research
8. Landing Page Development
9. Ad Creative Development
10. Budgeting

DO

Once the plan is communicated and agreed to it is time for implementation. Implementation can be broken down into two main areas – PPC Campaign Build and Analytics.

PPC Campaign Build includes:

1. Campaign Settings
2. Budgeting
3. Ad groups
4. Keywords
5. Ad creatives
6. Landing pages
7. Destination URL tagging
8. SiteLinks, ProductLinks, etc.

Analytics Implementation includes:

1. Java script development
2. Site tagging for analytics packages like VisiStat or Google Analytics
3. Audit site tagging
4. Verify conversions are tracking properly
5. Set up a method for reporting (if this includes using a PPC Platform like Acquisio, additional steps will be needed to import campaigns into third party tools.)

CHECK

Now that you have launched your Paid Search campaigns and allowed then some time to run, it is now time to check the progress.

Monitoring & reporting on progress includes:

1. Review keyword activity for conversions and Quality Score
2. Search query mining for new keywords and negative keywords
3. Review text or display ads for conversion performance
4. Identify patterns in data for new targeting options
5. Review audience and demographics performance
6. Weekly Dashboard review
7. Monthly Dashboard review & analysis

ACT

Evaluation of the first three steps should provide insight in to ongoing continuous process improvement.

Actionable insights on where and what to do next to improve performance include:

1. Campaign and ad group targeting
2. Keyword performance and bid management
3. Keyword and Search Query expansion
4. Ad creative performance and future testing
5. Landing page testing

Again, this is a general guideline to follow. Using the PDCA process alone is not enough to keep quality, customer satisfaction, time, costs and profitability in its most effective and efficient state but it will give you a solid foundation to build from. By following the PDCA process you need to standardize the steps in each part of the process in order to tie those steps back to the amount of time and cost it takes to complete each step. Standardizing the processes allows you to make certain that you are using the most efficient way to complete the various tasks in the fewest amount of steps. Time, they say, is money. And lastly, you need to make sure you are not only following the standardization of the processes, but that you are also choosing to do the right type of work that adds value and meets or exceeds customer satisfaction and expectations.

*Deming’s PDCA (The Deming Cycle) was initially developed by Walter A. Shewhart. In his later years Deming updated PDCA to PDSA replacing the ‘check’ phase with ‘study’ since he felt that ‘check’ emphasized inspection rather than analysis…

Related Articles

American Society for Quality (ASQ) – Plan Do Check Act

Training for Endurance in Lean (with PDCA)

In its most basic of definitions, SPC is a tool to help solve problems and enhance customer satisfaction, not just a tool used to cut waste and inefficiency. If you have never heard of SPC before do not be confused or intimidated by the term ‘statistical’. The fact is that there is very little use of statistics in SPC. In his book “SPC for Right-Brain Thinkers; Process Control for Non-Statisticians” Lon Roberts writes:

 

Not that I have been asked to do so, but if I were given the task of assigning a label to what is referred to as ‘statistical process control’, I would reorder the terms to ensure the emphasis would be given where it belongs. Though less succinct that statistical process control, something on the order of “process control aided by statistical techniques” would put the emphasis where it belongs – on the intent (process control) rather than the tool (statistical techniques). 

 

When it comes to Search Engine Marketing there has been some discussion (the Eisenberg’s & Avinash Kaushik) about using quality methodologies such as Six Sigma and SPC to support the a ‘common language of quality’ initiative, but as I have stated in a previously, I think a true Six Sigma approach is too vast and complicated for use in a Search Engine Marketing setting at this time. However, I do believe that tools within the Six Sigma toolbox such as SPC can be used to help identify and solve problems in Paid Search and other related marketing functions.

With that in mind, if you take a step back and think about it, Paid Search is a process that needs to be in constant control in order to maximize ROI and enhance customer satisfaction. It makes complete sense to use SPC as a preventative measure as well as using SPC control charts like the one above to visually identify variation in Paid Search data and map process trends sooner rather than later. Using SPC in your marketing department also helps to build a culture of problem solving across organizational boundaries by keeping the language and methods of quality and customer satisfaction between service and manufacturing consistent.

There are also benefits of incorporating SPC and other quality tools into an agency setting. There is (and has been) a common language of quality (SPC, Six Sigma, lean) in use at companies that have (or will have) the need for Search Engine Marketing services. In most cases these companies already use a standard language of quality and should, at a minimum, expect their vendor to do the same. Chances are good that you or the agency you work for also uses SPC or similar quality control tools and methods but call them something different. Aligning yourself with quality tools and using a consistent naming convention helps to eliminate confusion for all parties involved.

If you work in a setting that promotes building quality into its work and where quality is a large part of company culture then chances are you would have an easier chance, from a quality alignment perspective, to work with any of the B2B & B2C Six Sigma companies on this list.

References

Ellis R. Ott – Educator of a generation of quality control professionals

Statistical Process Control Training at ASQ

• Influence opinions and swing voters
• Gives an edge on “time-sensitive” issues
• Assists in “damage control” regarding Reputation Management
• Increases online donations and volunteerism
• Assists in re-enforcing Social Conversions on other networks

However, in this particular case, Mitt Romney’s campaign is using PPC not to go after their own fellow Republican competitor, but the President of the United States. Mitt’s campaign staff wants their base to “assume” he will win the Republican Nomination and they are using PPC as a persuasion tactic.

Another interesting thing to note is that all of the text ads that are in rotation all focus on Obama and not Newt. See the following screenshot below for the different types of messaging.

Samples of Mitt Romney's PPC Marketing Strategy

Start-up Portfolio Clients
Today where new companies are spurting up all over the world and advertising budgets are usually at a minimum, PPC Marketing can make a difference. One of the biggest benefits for Startup is to have their Venture Capital Firm recommend a trusted PPC Marketer who can come in and “move the needle” by providing a just a few of the following:

• Evaluate the Business Model as it pertains to PPC Marketing Tactics and Strategy
• Help the Company Identify Online Audiences and Demographic capabilities
• Perform a current PPC and Organic Search Competitive Analysis
• Help put together an initial 3-6 month Strategy based on Goals/Objectives
• Setup the Core Infrastructure for Web Analytics and Conversion Tracking
• Develop Landing Page Design Strategy for optimal Conversion Rates

The Agency or “In-House” Fatigue Factor
In some cases, a VC’s portfolio company might be in need of some “new and fresh” ideas of an outside consultant in order to “kick start” revenue growth. Having a PPC Marketer available (of course with a solid reputation and a high level of past successes) can take the ease off of everyone, because it eliminates all of the pain of vetting out different vendors and references, etc… so they make a smart decision on who to hire.

One-time Audits
Perhaps, those companies who already have “in-house” staff that would not need to hire a Full-Time Consultant, but need an expert to come in and evaluate everything could be a very “cost effective” solution. For example, a PPC Marketer can provide an “in-depth” review of the following:

• Overall Strategy and Tactics
• Complete Quality Score Methodology
• Landing Page Evaluation and Recommendations
• Extensive Web Analytics and Conversion Analysis
• Other available platforms and networks not currently being used
• On-going optimization techniques and continued growth

In Conclusion:
For a Venture Capital Firm, whose main interest is to make sure their portfolio companies are profitable and continuously growing, having an experience PPC Marketer at their disposal is “no-brainer”. It all comes down to Reputation, Trust and Good work. If a VC’s portfolio company is looking to hire a PPC Marketing Firm, whom better else to recommend to them than their own VC.

When we follow the Quality Score methodology, it creates a visual outline of the individual tactics. And regardless of the “stuff” we put into the account, it’s how the tactics are used to push the “stuff” to the audiences. So in essence, as long as we know the Tactical Best Practices, it does not matter what language your campaigns are in.

Some Obvious Tactical Guidelines for any language

1. Keyword Matching for search terms (avoid too many Broad Matching terms)
2. Negative Keyword Matching (avoid broad match)
3. Search Query Mining: Find the “golden longtails”
4. Google Search Only vs. Network Partners (based on conversions)
5. Different Bidding Options (CPM, CPC, CPA)
6. Watch out for too many DKI instances in Text Ads

In conclusion:
Regardless of any language barriers at the Keyword, Text Ad and Landing Page levels, all you need to worry about is the Core Campaign Settings and Quality Score Best Practices. Furthermore, it’s not so much about the translation of the keyword and understanding what it means, rather it’s the all of the other settings and best practices surrounding the keywords. This is why PPC can be considered a universal language.

In a very interesting article in Adweek entitled “Google’s Ad Rank to Consider Phone Calls, Not Just Clicks
Bid-per-call coming to AdWords“, the author Ki Mae Heussner stresses th at Adwords will shortly factor in Phone Calls into Ad Rank calculations, which in the PPC world means Quality Score. Furthermore, according to article it also states “that the bids and call volume will factor into an advertiser’s Ad Rank and, therefore, influence the position of the online ads”

In essence, this is a very good problem to have because it allows for better management of ROAS%. Adgroup expansion is a sign of good Quality Score methodology. Overtime, there will be Winners, Losers and Others that need more attention. With that said, there are a few ways to alter the campaign structures to get the most out of the budgets. Here are a few ideas:

Keep them in their Family:
This approach, even though not optimal for conversions, is a good way to control the budgets across an entire group of related products or services. This can be applied to eCommerce as well as Lead Generation. If the client prefers to spend money on specific adgroups/terms, even though they do not generally drive a lot of conversions, this a good way to go.

Performance Classification:
Sometimes, you need to mix things up from the typical Quality Score structure. In this phase in the PPC Game, it’s all about Revenue’s and maximizing ROAS%. Bucketing the top performing adgroups will allow for increase Ad Serving exposure to those adgroups which need it the most. The difficult task in doing this is where the “cut off” line is with the adgroups, especially with Seasonality trends.

Intent Classification:
In this case, identifying the top keyword modifiers which drive the highest level of interaction from the searcher will generate this classification. In a past blog post on SemGeek entitled “Tips on How to Maximize Lead Quality in PPC Marketing”, I talk about the importance of measuring Keyword Intent and using that information along with conversions to create the different classification buckets.

In Conclusion:
As I mentioned before, this is a good problem to have because it’s a natural growing pain of a well structured campaign. The bottom line in all that we do in PPC is Optimal Performance. The more money we make for the advertiser/client, the better the relationship and that’s what we want. Personally, I think every PPC Marketer needs to be creative in how they approach Paid Search. Achieving good Quality Score is always a best practice, but I would take conversions and a respectable ROAS% over Quality Score any day.

Remember. Quality Score is just a metric. The only Metric that matters are Conversions!

In fact, for those who frequently follow the Inside Adwords Blog, we could see this coming from a mile away. Other than Google +1 phenomena, there has been an unusually higher amount of posts focusing on the Display Network and we should continue to see a lot more to come.

See a screenshot below:

So, if your a shareholder of Google and want to get some insider information. I would suggest making friends with a Search Marketing Geek to get the latest rumors in the pipeline.