Job Position | Junior Regional PPC Analyst (Part Time)

We are looking for a Junior PPC Marketing Analyst to join our team. 

To apply send resume to jobs@quantikal.com.

We are Quantikal, a fast-growing performance marketing agency. We work with lead generation and e-commerce clients all over the world while based in Buenos Aires, Argentina. We are a Google Certified Partner agency with more than US$15 MM of ad spend under management per year.  

Qualifications

⬛ Able to work 30 hours a week during US EST business hours time zone.

⬛ A self-starter that requires minimal supervision and proactive in getting work completed without constant direction.

⬛ Resourceful and persistent in problem-solving.

⬛ Energetic, client-focused self-starter with a positive “can-do” attitude

⬛Great analytical and problem-solving skills

⬛ Methodical, detail-oriented and a high degree of intellectual curiosity (constant learner)

⬛ Ability to work under tight deadlines and thrive under pressure-filled situations

⬛ Creative problem solver with strong communication and interpersonal skills

⬛ University degree o close to graduating from Industrial Engineering, Business Administration, Economics or Marketing careers.

⬛ Excellent verbal and written communication and interpersonal skills. Must feel comfortable participating in conference calls with clients while presenting their work.  

Responsibilities 

➡️ Manage a portfolio of marketing campaigns from on-boarding to day-to-day maintenance.

➡️ Manage day-to-day Search Engine Marketing campaigns across different networks such as Google, Yahoo and Bing.

➡️ Create, develop, maintain and optimize Google Ads and Facebook Ads campaigns towards client’s performance goals (CPA/ROAS/ROI).

➡️ Design and regularly maintain account reports for clients. 

➡️ Constantly innovate and test new platforms to help clients achieve their business goals.  

➡️ Execute tests, collect and analyze data, identify trends/insights to achieve maximum ROI in paid search campaigns.

➡️ Generate weekly, bi-weekly, monthly and/or quarterly performance reports for clients, and ability to recognize and troubleshoot data anomalies.

Desirable 

◾ Google Ads Certified/Facebook Ads Blueprint Certified 

◾ Database knowledge such as Google Data Studio, BigQuery, SQL 

◾ Python

Benefits

✅ Competitive salary 

✅ Flexible hours

✅ High growth potential

✅ Remote work

To apply send resume to jobs@quantikal.com.

Job Position | Regional PPC Analyst

We are looking for a SSr PPC Marketing Analyst to join our team. 

To apply send resume to jobs@quantikal.com.

We are Quantikal, a fast-growing performance marketing agency. We work with lead generation and e-commerce clients all over the world while based in Buenos Aires, Argentina. We are a Google Certified Partner agency with more than US$15 MM of ad spend under management per year.  

Qualifications

⬛ Able to work 40 hours a week during US EST business hours time zone.

⬛ A self-starter that requires minimal supervision and proactive in getting work completed without constant direction.

⬛ Resourceful and persistent in problem-solving.

⬛ Energetic, client-focused self-starter with a positive “can-do” attitude

⬛Great analytical and problem-solving skills

⬛ Methodical, detail-oriented and a high degree of intellectual curiosity (constant learner)

⬛ Ability to work under tight deadlines and thrive under pressure-filled situations

⬛ Creative problem solver with strong communication and interpersonal skills

⬛ University degree o close to graduating from Industrial Engineering, Business Administration, Economics or Marketing careers.

⬛ Excellent verbal and written communication and interpersonal skills. Must feel comfortable participating in conference calls with clients while presenting their work.  

Responsibilities 

➡️ Manage a portfolio of marketing campaigns from on-boarding to day-to-day maintenance.

➡️ Manage day-to-day Search Engine Marketing campaigns across different networks such as Google, Yahoo and Bing.

➡️ Create, develop, maintain and optimize Google Ads and Facebook Ads campaigns towards client’s performance goals (CPA/ROAS/ROI).

➡️ Design and regularly maintain account reports for clients. 

➡️ Constantly innovate and test new platforms to help clients achieve their business goals.  

➡️ Execute tests, collect and analyze data, identify trends/insights to achieve maximum ROI in paid search campaigns.

➡️ Generate weekly, bi-weekly, monthly and/or quarterly performance reports for clients, and ability to recognize and troubleshoot data anomalies.

Desirable 

◾ Google Ads Certified/Facebook Ads Blueprint Certified 

◾ Database knowledge such as Google Data Studio, BigQuery, SQL 

◾ Python

Benefits

✅ Competitive salary 

✅ Flexible hours

✅ High growth potential

✅ Remote work

To apply send resume to jobs@quantikal.com.

Google Marketing Livestream 2021

Google’s Marketing Livestream 2021 was packed full of information about new and upcoming tools for Google Ads and related products. Here are some of our key takeaways from the two-hour videos. 

Work from home has changed the way people’s shopping habits. Google saw an uptick in sales of top half clothing but saw a dip in work pants!  

Bidding Recommendations

Google also expanded tROAS bidding to Video Action campaigns and Discovery Ads.

Darshan Kantak (VP Product Mgmt, Search Ads) recommending Broad Match keywords + RSA + Smart Bidding. Seeing average of 20% more conversions at a similar cost. It seems Google is more so than ever pushing their Google Ads automation to help you bid effectively! (Have you felt this to be true? Comment below!)

New Tools

One of the more intriguing developments was the upcoming Demand Forecast tool that will help users more effectively plan for changes in search behavior. Will be great for new and growing Ad users who have not been through a full yearly cycle with their product or service. 

Ecommerce Growth

Bill Ready (President of Commerce) reported that in 4Q 2020, year over year growth was 3 times the rate of the same period in 2019! Obviously, the pandemic has changed the way people shop. It also contributed to a growth of over 3000% in curbside pickups! Just shows that businesses are adapting! We hope yours has adapted as well. 

Shopping Integrations

Google and Shopify are releasing more integrations! This is pushing Google and E-commerce even further than ever before. Google announced ShopPay as a payment option across Google platforms. Making it easier for customers to pay via Shopify/Google is huge. 

Google is making it easier for you to shop all in one place with a new “deals results” page for search and shopping. It’s what consumers want!

Video Ads + Product Feeds

Product feeds have shown great performance for e-commerce brands through shopping campaigns. Now Google wants to expand the exposure to other formats like Youtube, Discover, and Gmail. And it seems that pushing direct response and branding combination is working. Check out the quote below:

“In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn’t add product feeds,” Google said in its announcement.

So, did you watch the event? What are your thoughts? Drop a comment down below!

#google #liveevent #googleads #digitalmarketing

Job Position | Regional PPC Team Leader

We are looking for a top PPC professional to join our team.

To apply send resume to jobs@quantikal.com.

We are Quantikal, a fast-growing performance marketing agency. We work with lead generation and e-commerce clients all over the world while based in Buenos Aires, Argentina. We oversee over US $15MM per year through or Google Ads MCC alone and growing.

We are looking for people with a hunger for success and looking for a fast-paced agency to grow and hone their marketing skills.

Important: Please apply only if you have an analytical background (see degrees below) and have a high English fluency. This means you can have a fluent video call conversation with a client. Failure to comply will be rejected immediately.

Responsibilities

⬛ Lead a team of 3 high-performing PPC analysts. Supervise and have responsibility for their work, train, and develop them.

⬛ Manage and organize weekly workflow for a team of analysts.

⬛ Account management: be able to participate in client calls, manage client’s expectations on tasks, PPC cost, potential business impact, recommendations, and overall account strategy.

⬛ Involved in agency recruitment.

⬛ Create, develop, maintain, and optimize Google Ads and Facebook Ads campaigns towards client’s performance goals (CPA/ROAS/ROI).

⬛ Work closely with design teams to develop high-performing ad creatives and landing pages.

⬛ Design and regularly maintain account reports for clients.

⬛ Constantly innovate and test new platforms to help clients achieve their business goals.

⬛ Integrate PPC platforms to other analytics tools (Callrail, Zapier, Google Data Studio, Google Bigquery, and other platforms).

Qualifications

➡️ Bachelor’s degree in industrial engineering (preferred), business administration, economics, or other analytical degrees.

➡️ At least 3 years of Google Ads daily work experience.

➡️ Methodical and detail-oriented.

➡️ Energetic, client-focused self-starter with a positive “can-do” attitude.

➡️ Great analytical and problem-solving skills.

➡️ Expert juggler: ability to handle multiple “bowling pins in the air” at the same time without dropping any.

➡️ Ability to work under tight deadlines and thrive in pressure-filled situations.

➡️ Creative problem solver with strong communication and interpersonal skills.

➡️ Proficient in Microsoft Suite, especially Excel.

➡️ Self-starter with a high degree of intellectual curiosity (constant learner).

➡️ Advanced English level: both verbal and written form. Must feel comfortable participating in conference calls with clients while presenting their work.

Desirable

◾ Experience leading teams of analysts.

◾ Experience working with Google Analytics, Google Tag Manager, Facebook Ads).

◾ Database knowledge such as Google Data Studio, BigQuery, SQL

Benefits

✅ Competitive salary

✅ Flexible hours

✅ High growth potential

✅ Remote work

To apply send resume to jobs@quantikal.com.

Job Position | Senior Regional PPC Analyst

We are looking for a SSr PPC Marketing Analyst to join our team. 

To apply send resume to jobs@quantikal.com.

We are Quantikal, a fast-growing performance marketing agency. We work with lead generation and e-commerce clients all over the world while based in Buenos Aires, Argentina. We are a Google Certified Partner agency with more than US$15 MM of ad spend under management per year.  

Qualifications

⬛ Mote than 3 years of experience in managing paid media campaigns.

⬛ Ad agency experience preferred

⬛ Able to work 40 hours a week during US EST business hours time zone.

⬛ A self-starter that requires minimal supervision and proactive in getting work completed without constant direction.

⬛ Resourceful and persistent in problem-solving.

⬛ Energetic, client-focused self-starter with a positive “can-do” attitude

⬛Great analytical and problem-solving skills

⬛ Methodical, detail-oriented and a high degree of intellectual curiosity (constant learner)

⬛ Ability to work under tight deadlines and thrive under pressure-filled situations

⬛ Creative problem solver with strong communication and interpersonal skills

⬛ University degree o close to graduating from Industrial Engineering, Business Administration, Economics or Marketing careers.

⬛ Excellent verbal and written communication and interpersonal skills. Must feel comfortable participating in conference calls with clients while presenting their work.  

Responsibilities 

➡️ Manage a portfolio of marketing campaigns from on-boarding to day-to-day maintenance.

➡️ Manage day-to-day Search Engine Marketing campaigns across different networks such as Google, Yahoo and Bing.

➡️ Create, develop, maintain and optimize Google Ads and Facebook Ads campaigns towards client’s performance goals (CPA/ROAS/ROI).

➡️ Design and regularly maintain account reports for clients. 

➡️ Constantly innovate and test new platforms to help clients achieve their business goals.  

➡️ Execute tests, collect and analyze data, identify trends/insights to achieve maximum ROI in paid search campaigns.

➡️ Generate weekly, bi-weekly, monthly and/or quarterly performance reports for clients, and ability to recognize and troubleshoot data anomalies.

Desirable 

◾ Google Ads Certified/Facebook Ads Blueprint Certified 

◾ Database knowledge such as Google Data Studio, BigQuery, SQL 

◾ Python

Benefits

✅ Competitive salary 

✅ Flexible hours

✅ High growth potential

✅ Remote work

To apply send resume to jobs@quantikal.com.

Job Position | Ssr Regional PPC Analyst

We are looking for a SSr PPC Marketing Analyst to join our team. 

To apply send resume to jobs@quantikal.com.

We are Quantikal, a fast-growing performance marketing agency. We work with lead generation and e-commerce clients all over the world while based in Buenos Aires, Argentina. We are a Google Certified Partner agency with more than US$15 MM of ad spend under management per year.  

Qualifications

⬛ 2-3 years of experience in managing paid media campaigns.

⬛ Ad agency experience preferred

⬛ Able to work 40 hours a week during US EST business hours time zone.

⬛ A self-starter that requires minimal supervision and proactive in getting work completed without constant direction.

⬛ Resourceful and persistent in problem-solving.

⬛ Energetic, client-focused self-starter with a positive “can-do” attitude

⬛Great analytical and problem-solving skills

⬛ Methodical, detail-oriented and a high degree of intellectual curiosity (constant learner)

⬛ Ability to work under tight deadlines and thrive under pressure-filled situations

⬛ Creative problem solver with strong communication and interpersonal skills

⬛ University degree o close to graduating from Industrial Engineering, Business Administration, Economics or Marketing careers.

⬛ Excellent verbal and written communication and interpersonal skills. Must feel comfortable participating in conference calls with clients while presenting their work.  

Responsibilities 

➡️ Manage a portfolio of marketing campaigns from on-boarding to day-to-day maintenance.

➡️ Manage day-to-day Search Engine Marketing campaigns across different networks such as Google, Yahoo and Bing.

➡️ Create, develop, maintain and optimize Google Ads and Facebook Ads campaigns towards client’s performance goals (CPA/ROAS/ROI).

➡️ Design and regularly maintain account reports for clients. 

➡️ Constantly innovate and test new platforms to help clients achieve their business goals.  

➡️ Execute tests, collect and analyze data, identify trends/insights to achieve maximum ROI in paid search campaigns.

➡️ Generate weekly, bi-weekly, monthly and/or quarterly performance reports for clients, and ability to recognize and troubleshoot data anomalies.

Desirable 

◾ Google Ads Certified/Facebook Ads Blueprint Certified 

◾ Database knowledge such as Google Data Studio, BigQuery, SQL 

◾ Python

Benefits

✅ Competitive salary 

✅ Flexible hours

✅ High growth potential

✅ Remote work

To apply send resume to jobs@quantikal.com.

lukas-blazek-mcSDtbWXUZU-unsplash (1)

Marginal CPA vs Average CPA: What most people get wrong.

I still get quite surprised about how people within the industry still confuse the two terms: average vs marginal cost per acquisition (CPA).

I remember once I was renewing my drivers license at the local DMV office in Buenos Aires. While attending the mandatory class, the person teaching the class asked us this question: What is the speed limit in a city avenue? Everyone answered simultaneously “60 Km/h”, we were quite confident on our response only to be reprimanded by the DMV teacher that our answer was incomplete. He corrected us saying that the correct response was “30 Km/h as a lower limit and 60Km/h as the upper limit”. That response stuck with me regarding how sometimes one metric by itself might give an incomplete picture of a particular situation.

I believe the same happens relating to CPA, a more complete understanding of how your paid channels are performing involves knowing both average CPA AND marginal CPA.

Calculating Marginal CPA

The average CPA is pretty straightforward, it is the total cost divided by the total amount of paid conversions. An easy way to muddy this metric is to not only use paid conversions but use total conversions (including free/organic).

Ok, so how about marginal CPA? The first key insight of marginal CPA is that it is not a constant. Marginal CPA depends on the amount of conversion one takes as a starting point. The marginal cost for the 100th conversion is not the same as the marginal cost of the 500th conversion. If the sorting of the conversions has been done right (less expensive first), what you will see is that marginal costs is always incremental.

The graph below tries to show both concepts(1). If one were to grab and adwords account and detail the information by grouping the data by keyword adding total cost and total conversions for each keyword. Later ordering the keywords from least expensive to most expensive.

The X-axis shows the accumulated amount of conversions while the Y-Axis tracks the accumulated investment.

In the above example activating only a subset of the keywords, the least expensive keywords to achieve 4000 conversions. One would have to activate 887 keywords for a total of 4012 conversions at a total cost of $31,374. Making the average CPA $7.82.

However the marginal CPA at 4000 conversions is calculated differently. Taking two very close data points we get:

Point A: 3991 conversions, total investment $31,090

Point A’: 4012 conversions, total investment $31,374

In this example and at this specific point marginal CPA is close to double of what the average CPA is. Another benefit of this graph setup is that the slope of the curve corresponds to the marginal CPA.

I usually consider marginal CPA to be a more important metric than average CPA. It is a good indicator that shows how scalable are your current SEM efforts. In the case of selling ad inventory do consider that the real BATNA (best alternative to a negotiated agreement) of the buyer is the marginal CPA and not the average.

Building the graph

Extract and adwords report by keyword export it to an excel. There divide cost by conversions for each keyword (CPA), then sort this column in ascending order. In the same file add two new columns: 1) accumulated conversions: the first row should have the number of conversions of first keyword (KW) , the second row should have conversions of second KW plus the accumulated conversions of the previous row. 2) accumulated cost: same concept of the previous column but instead of accumulating conversion, add total cost invested in each KW. After processing these columns, the last row should show total amount of conversions for the account and total cost.

Once you have this data calculated, select the cells of these two columns and generate a scatter plot where the Y-axis is cost and X-axis amount of conversions. Your plot should like something like the graph shown above.

1.The Google Ads data was taken from an account in the auto industry in Argentina, the absolute values were modified for confidential purposes

Google-position

What Google doesn’t want you to know about average position

An oldie but good one. Originally published in 2015.

The average position myth

A common phrase that I have heard about average position is the closer to the top of the page the better. I have even heard that the 1st ad position should be coveted by digital marketers specially on the branding benefits. The proliferation of this myth leaves me baffled.

I wanted to shed some light and some humble evidence to contradict this point. That first position isn’t the best position SERP for a performance oriented account. Insteat a target position between 2 and 3 stands what I would call a performance “sweet-spot”. 

Average CTR vs. Average Position

Above shows a graph of accumulated information on a high volume (clicks & conversions) ad group. We will later see it is representative of other ad groups that show similar conclusions. The graph was generated with information of 12 month window. Each of the ad groups analyzed were composed of highly homogeneous keywords and high percentage of ad group traffic was consolidated in a few exact terms.

The graph was generated aggregating daily reports by average position cluster. Within the analyzed time period competitive structure was stable and no major changes were made to the ad group just bidding CPC price updates. 

The X-axis represents the average position cluster, the Y-axis on the left shows average CTR.

Nothing mind-blowing here, CTR generally decrease with an increase of average position. Now (below) we add an overlay of data points with their average CPC (right Y-axis)

Average CPC vs. Average Position

Average CPC declines as well, the closer the position to 1.0 the more expensive it is. Again, no major news.

From this point on, it gets more interesting, let’s dive deeper on the CTR and CPC curves. 

CTR Linear Fit

In this example a linear regression for the CTR curve offers a good fit (R^2=71%)

CPC Exponential Fit

However, the CPC curve has a better fit with an exponential curve (R^2 = 86%). This type of curve shows that CPC has an accelerated decay or accelerated increase, depending if you move left or right within the graph.. 

Finding the sweet-spot

Considering that the conversion rate is stable within the same ad group and independent of average position, then CPC and Cost Per Acquisition (CPA) go hand in hand. 

We can see an area where CTR is stable and CPC has local minimum, behold, our sweet-spot. Let’s call this area the Efficient Position Area (EPA, environmental pun intended). 

As we can see from the graph, as we move to the left of the area, CTR does not increase much however average CPC (also conversion cost) increases dramatically without any significant gain in volume. On the other side, moving to the right, CTR has a significant drop as we get close and cross the 3.0 average position barrier. This decline in click volume is seen across many ad groups. I can be related to going from top ads to sidebar ads in the SERPs.

Conclusion

Optimizing bids taking into account ad position within efficient area can generate savings that can be used to invest in other keywords/adgroups lowering overall CPA of global account. 

So try making this analytic exercise with your own adwords account, let me know through comments if you find similar findings. 

demo-attachment-612-1837

Digital marketing activity is still growing across the world

When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies, then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!

O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now. When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me.

demo-attachment-609-portrait-of-businessman-in-glasses-holding-tablet-AWVHCJU

Search engine optimization techniques may be used to improve

When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies, then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!

O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now. When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me.