Agile PPC Campaigns - Prepare high converting Paid Search campaigns with the right tools and keyword...

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v TANI KOPLIKU SENIOR SEARCH & DATA CONSULTANT AGILE PPC CAMPAIGNS PREPARE HIGH CONVERTING PAID SEARCH CAMPAIGNS WITH THE RIGHT TOOLS AND KEYWORD MATCH TYPES

Transcript of Agile PPC Campaigns - Prepare high converting Paid Search campaigns with the right tools and keyword...

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TANI KOPL IKUS E N I O R S E A R C H & D A T A C O N S U L T A N T

AGILE PPC CAMPAIGNSPREPARE HIGH CONVERTING PAID SEARCH CAMPAIGNS WITH

THE RIGHT TOOLS AND KEYWORD MATCH TYPES

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WE WORK WITH…A LITTLE ABOUT US

We’re a data-informed digital content strategy, creation

& marketing agency which develops valuable brand

audiences through search and social.

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WE WORK WITH…OUR CLIENTS

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WHY AGILE?

• Managing multiple accounts

• Adding new product lines

• Entering new markets

• Working in a very fast pace environment

• Constantly deploying new sets of keywords/adgroups/campaigns

• The web is fluid – new trends and new user behaviour changes

• In the end, you’ll always need to deliver! (at times in short deadlines)

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AGILE

{think big:start small}

The whole principle of agile is to get the wanted

outcome through smaller and achievable steps

- You need the right tools for the job

- Have clear objectives and scope from the outset

- Follow a tested stepped approach/process that works for you

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CHOOSING THE RIGHT TOOLS

Having the right tools for the job makes all the difference

They define the quality of your output

My chosen tools here are specifically selected to enable you for agile

campaign building

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SEMRUSH

Keyword research

Competitor research

Ad Research

CHOOSING THE RIGHT TOOLS

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ADWORDS EDITOR

Work offline

Work on multiple accounts

Highlights issues

CHOOSING THE RIGHT TOOLS

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WEBMASTER TOOLS

Top search query reports

Top page keyword reports

CHOOSING THE RIGHT TOOLS

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KEYWORD PLANNER

Accurate search volumes

Forecasting models

Export to AdWord Editor

CHOOSING THE RIGHT TOOLS

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KEYWORD TOOL.IO

Campaign expansion

Find long tail keywords

Alternative to Ubbersuggest

CHOOSING THE RIGHT TOOLS

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START WITH THE FRAMEWORK

Whether you’re selling a service or products, brand awareness,

app download etc. have a clear objective and define what

success looks like for your campaign in the outset.

Have clear KPIs for your campaign

1. Location specific conversion

2. Product specific conversions

3. CTR for brand awareness (Supporting offline campaign)

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START WITH THE FRAMEWORK

1. Do some research on who your users are, where they are, locations,

mobile versus desktop etc.

2. Begin with a basic list of the campaigns you want to build

1. Classic car insurance

2. Vintage car insurance

3. Set out a brief framework of what your campaign may look like:

i.e. Topic 1 > Specific location 1 – Specific product – Desktop Only

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR KEYWORD RESEARCH

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ADDITIONAL KEYWORD RESEARCH

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ADDITIONAL KEYWORD RESEARCH

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KEYWORD PLANNER

KEYWORD GROUPING

• Paste all your keywords

• Start grouping them into adgroups

• Also build a negative keyword list

• Get forecasts based on your

budgets

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KEYWORD PLANNER

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KEYWORD PLANNER

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NEGATIVE KEYWORD LISTS

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CAMPAIGN SETUP

CAMPAIGN STRUCTURE

• Import all your campaigns into

AdWords Editor

• Start setting your keyword match

types

• Set budgets and settings

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KEYWORD MATCH TYPES

[Exact Match] = Lowest impressions/highest CTR

“Phrase Match” = Lower impressions/high CTR

Broad Match = Highest impressions/lowest CTR

+Broad +Match +Modifier = High impressions/medium CTR

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KEYWORD MATCH TYPES

[Exact Match] = £4.00 (MAX. CPC)

“Phrase Match” = £3.00 (MAX. CPC)

Broad Match = £2.00 (MAX. CPC)

+Broad +Match +Modifier = £2.50 (MAX. CPC)

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KEYWORD MATCH TYPES

Keyword match strategies aren’t what they used to be

• Google’s algorithm has evolved

• Google can tell better the implicit intent of the user now

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WRITING YOUR ADS

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WRITING YOUR ADS

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MIC CHECK – 1 2 3

FINAL PRE-LAUNCH CHECK LIST

• Call outs, phone number,

sitelinks and any other features you

may need to enable?

• Ad delivery?

• Mobile specific ads

• All budgets set correctly?

• Negative lists uploaded?

• Search Network only versus display?

• Have you setup your conversion goals?

• Have tested them that they’re firing

correctly?

• Have you included the right locations?

• Opening times – timing schedule

• You’re linked up with GA?

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GO LIVE

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Run ad diagnosis and test them to see if

they’re showing.

ADS

Check quality scores and take action if any

keywords have been hit with a low QS. Action

can include adding more relevance to your

landing page/s.

QUALITY SCORES

Run diagnosis to check there are any issues .

KEYWORDS

POST – LIVE CHECKS

SEARCH QUERY REPORTS Check the search query report for any

keywords that need to be included into the

campaign or negative keyword list.

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TIME TO FOCUS ON

CONVERTING SOME OF

THOSE CLICKS

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CONVERSION OPTIMISATION

TO OPTIMISE FOR CONVERSIONS REMEMBER:

TEST YOUR LANDING PAGES

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CONVERSION OPTIMISATION

1. Understand your website visitor’s needs

2. Develop powerful hypothesis around these findings

3. Order these in a priority order

4. Develop a testing calendar

5. Choose testing tools

6. Start testing immediately

Note: Only test one hypothesis at a time

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

https://www.optimizely.com/

http://unbounce.com/

Optimizely -

Unbounce -

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THANKS