My very first timeline

Live

Champion Sunrooms and Windows campaign goes live

04/17/2013

SR campaigns - manual bidding

3/29 - 4/4 -------->>>>

04/05/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/1 - 4/8 -------->>>>

04/9/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/5 - 4/11 -------->>>>

04/12/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/8 - 4/14 -------->>>>

04/15/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/12 - 4/18 -------->>>>

04/19/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/22 - 4/28 -------->>>>

04/29/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

Sears Direct campaigns - manual bidding

3/25 - 3/31 -------->>>>

04/01/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 10%

3/28 - 4/3-------->>>>

04/04/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 10%

4/1 - 4/7 -------->>>>

04/08/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 10%

4/1 - 4/8 -------->>>>

04/09/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 30%

Clicks between 5-9 and
o Conversion or revenue = 0 bid down 20%

4/5 - 4/11 -------->>>>

04/12/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 10%

4/8 - 4/14 -------->>>>

04/15/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 15%

4/12 - 4/18 -------->>>>

04/19/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 15%

4/15 - 4/21 -------->>>>

04/22/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 35%
o Margin < -30% bid down 35%
o -30% < margin < -15% bid down 25%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 15%

4/19 - 4/25 -------->>>>

04/26/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 20%

4/22 - 4/28 -------->>>>

04/29/2013

Clicks >=10, and
o Conversion or revenue = 0 bid down 25%
o Margin < -30% bid down 25%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o Avg pos >=3, >=40% margin bid up 20%

SR managed placements - manual bidding

3/26 - 3/31 -------->>>>

04/01/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/1 - 4/8 -------->>>>

04/09/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/5 - 4/11 -------->>>>

04/12/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/8 - 4/14 -------->>>>

04/15/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/15 - 4/21 -------->>>>

04/22/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/19 - 4/25 -------->>>>

04/26/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

4/22 - 4/28 -------->>>>

04/29/2013

Clicks >=5, and
o Conversion or revenue = 0 bid down 20%
o Margin < -30% bid down 20%
o -30% < margin < -15% bid down 20%
o -15% < margin < -0.01% bid down 15%
o 0.01% < margin < 10% bid down 10%
o >=40% margin bid up 25%

Keyword Bid-Up

sunroom

04/15/2013 - 04/19/2013

Sunroom keywords >=30% margin MTD by 30% - KW search bids are relatively low, so 30% is not too aggressive in this case. Placed 351 KWs on bid override until 4/19/13

cooling -------->>>>

04/16/2013

Bid-up on high margin cooling KWs that performed well last April 2012

window

04/16/2013 - 04/19/2013

Manually bid-up window keywords (install multiple windows or storm windows)

=30% margin MTD by 25% and placed on bid override until 4/19/13

Sears Direct cooling -------->>>>

04/25/2013

Date Range: 3/15/13 - 4/24/13
Clicks = 0
Bid Override until 5/3

Google
$75 RPL
Exact = $4.00
Phrase = $3.00

Bing
$75 RPL
Exact = $3.00
Phrase =$2.00

Google
$50 RPL
Exact = $3.00
Phrase = $2.00

Bing
$50 RPL
Exact = $2.50
Phrase = $1.75

Google
$35 RPL
Exact = $2.50
Phrase = $1.75

Bing
$35 RPL
Exact = $2.00
Phrase = $1.50

Google
National
Exact = $2.75
Phrase = $1.90

Bing
National
Exact = $2.25
Phrase = $1.65

Preview to Traffic folder shift

RRR Additions & Remodels Search -------->>>>

04/10/2013

Sears Direct ----------->>>>

04/17/2013

Shifted the Sears Direct folders from preview to traffic

RRR Cleaning Search ---------->>>>

04/17/2013

Paused

Sears Direct keywords -------->>>>

04/08/2013

Date Range: 3/25 - 4/7

Clicks: >=20

Conv: 0

Campaign does not contains: improvements
Account contains Sears
Clicks: >=1
Conv: 0

TOTAL KEYWORDS: 153

Campaign contains: heating
Clicks: >=5
Conv: 0

TOTAL KEYWORDS: 208

Tagged the poor keyword performance dimension with 4/8/13

Google - Concrete And Masonry - Content - MOB -------->>>>

04/10/2013

due to unprofitability

RN - Google - Pest Control - Content - MOB ------->>>>

04/10/2013

due to unprofitability

Google - Pest Control - Content - MOB -------->>>>

04/10/2013

due to unprofitability

Google - Drywall - Content -------->>>>

04/10/2013

due to unprofitability

Google - Cabinets and Countertops - Exact2 -------->>>>

04/10/2013

due to unprofitability

MP - Google - Cabinets and Countertops - Phrase2 -------->>>>

04/10/2013

due to unprofitability

Google - Carpet - Content -------->>>>

04/10/2013

due to unprofitability

Google - Roofing - Content - MOB -------->>>>

04/10/2013

due to unprofitability

RN - Google - Electrical - Content - MOB -------->>>>

04/10/2013

due to unprofitability

Google - Cabinets and Countertops - Broad2 - MOB -------->>>>

04/10/2013

due to unprofitability

MP - Google - Cabinets and Countertops - Exact2 -------->>>>

04/10/2013

due to unprofitability

MP - Google - Cabinets and Countertops - Broad2 -------->>>>

04/10/2013

due to unprofitability

RRR Roofing - Google Search - Champion campaigns ---------->>>>

04/12/2013

due to unprofitability and lower than expected rPEC

Sears Direct keywords -------->>>>

04/25/2013

Date Range: 3/15 - 4/24

Clicks: >=20

Conv: 0

Campaign contains: heating
Clicks: >=5
Conv: 0

TOTAL KEYWORDS: 619

Campaign does not contain: improvements
Account contains Sears
Clicks: >=1
Conv: 0

TOTAL KEYWORDS: 178

Tagged the poor keyword performance dimension with 4/25/13

Google - Windows - Search - Andersen

04/26/2013

Due to unprofitability