Paid Search presentation esw

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#EcomSW Innovation & Insights to Paid Search October 20th 2016 #EcomSW Tom Sangers @thomassangers

Transcript of Paid Search presentation esw

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Innovation & Insights to Paid Search

October 20th 2016

#EcomSW

Tom Sangers @thomassangers

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A little about me... - Head of search at Evosite - Google Certified Partner - Digital marketing expert

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Insight | Innovation | Creative | Journey

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Digital landscape

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UK media advertising spend

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The value of digital Digital is over £3bn bigger then the next biggest medium

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“The UK will this year become the first year country in the world where half of all advertising spend goes on digital media”

Source Internet Advertising Bureau

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Search is worth £3.77 billion

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What problem are we solving?

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Delivering a greater return from Adwords

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Know your objectives and how you measure

- 01 CPA (Cost per Acquisition)

- 02 ROI (Return on Investment)

- 03 ROAS (Return on Ad Spend)

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Know your objectives and how you measure

- 01 First Click

- 02 Last Click

- 03 Attribution Modelling

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Last Click First Click Attribution

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The path to conversion Paid search first click

6,961

Paid searchlast click

5,354

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“Quality Score is a way of

life”Ad rank =

Max CPC x Quality Score

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Factors of Quality Score

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CTR (click through rate)

#1

Factors of Quality Score

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Keyword match types

#2

Factors of Quality Score

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Match typesBroad Match: Devon Holiday Cottages

Modified Broad: +Devon +holiday +cottages

Phrase: “Holiday cottages in Devon”

Exact: [Devon holiday cottages]

More Volume

More Control

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Negative Keywords

#3

Factors of Quality Score Factors of Quality Score

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Look out for

- 01 Recruitment / Jobs

- 02 Weather / Maps

- 03 Incorrect location searches i.e countries, counties, cities….

- 04 Non related product or service searches

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Keyword relevance

#4

Factors of Quality Score

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Text ad relevance

#5

Factors of Quality Score

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Landing page quality

#6

Factors of Quality Score

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Impression Share

#7

Factors of Quality Score

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Segments and Dimensions

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Time and date

#1

Segments and Dimensions

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Search Networks

#2

Segments and Dimensions

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Geographic Location

#3

Segments and Dimensions

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Mobile / Tablet

#4

Segments and Dimensions

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Tablet: CPA £91

Mobile: CPA £75

Desktop: CPA £34

Conversions by device

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PPC best practices

Mobile bid adjustment Use of ad extensions

Multiple test ads running Network targeting

Location targeting Negative keywords

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Innovation in Paid Search

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Customer Match

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Remarketing for search

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Bringing it all together

If we can improve you QS by 1 point.

Estimated saving £££

QS CPCThis will bring down

your CPC x %

ROI More for less

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Final thoughts

- 01 Know your objectives and how you measure

- 02 know your website and your customers

- 03 Have control of the where, what, why, who

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Tom Sangers @thomassangers [email protected]

Thank you for your time

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