Amazing PPC Tactics: How to Improve Click-Through-Rates with Google Ad Extensions
PPC Tactics for 2017
-
Upload
thomas-haynes -
Category
Marketing
-
view
60 -
download
1
Transcript of PPC Tactics for 2017
PPC Tactics for 2017
#letstalkdigital
About Me
Head of Digital Marketing @ Optix
10 years experience in Digital Marketing
Google AdWords certified
Optix are Google Partners
#letstalkdigital
About You
How much do you know?
PPC? CTR? CPA? Quality Score?
#letstalkdigital
#letstalkdigital
Putting the right message in front of the right people at the right time
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
Everything can be found at: www.thomashaynes.co.uk/ppc-2017
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 44% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
#letstalkdigital
Baby Banks 2.0 born 19th October 2016
Target Al with an advert
How to target Alastair without wasting budget?
#letstalkdigital
#letstalkdigital
34 year old men in Exeter who are married and have childrenAnd own their home and two cars, And have a pet dog And use an iPhone And are interested in marketing, entrepreneurship, skiing, rugby and wine. And like Danny Dyer, Top Gear and Megan Fox, And studied Computer Science and work at Optix Solutions.
#letstalkdigital
#letstalkdigital
“Your audience is too specific for your ads to be shown. Try making it broader.”
#letstalkdigital
Facebook wont show your Ad if your audience is too small
Back to the drawing board
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
Do you know the ROI of your PPC spend?
Which Landing Pages have the highest Conversion Rate?
Which Ads drive the most enquiries/sales?
#letstalkdigital
Good news:
All of this data is already in your Google Analytics account(if you’ve set it up correctly)
#letstalkdigital
All you need to do is set up a Custom Dashboard to show you the data in a meaningful way
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
PPC (AdWords) E-commerce Overview Dashboardhttp://bit.ly/2kjcsts
PPC (AdWords) Conversion Overview Dashboardhttp://bit.ly/2kjj6jg
Steal this!
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
Is your site suitable for mobile traffic?
https://testmysite.thinkwithgoogle.com/
40% of users abandon a site which takes over 3 seconds to load (source)
#letstalkdigital
#letstalkdigital
Create a mobile Search Campaign:http://bit.ly/2jTa1kK
Set your Device Bid Adjustment to -100% for Computers
Remember: mobile users are impatient and easily distracted
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
You can boost content beyond your normal audience on all the main Social Networks
In 2017 we’re recommending PPC as part of all Content Marketing Campaigns
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
#letstalkdigital
Simply boosting content isn’t necessarily enough to get 10x the reach
It certainly won’t ensure you get 10x the engagement
#letstalkdigital
1% of people will engage with your worst content30% of people will engage with your best content
Never boost rubbish content!
#letstalkdigital
Series10
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Worst Best
Time
Reac
h
#letstalkdigital
Cost: £25 + £40 = £65
84,236 people reached
2,598 engagements
£1 = 1,300 people reached
30% engagement rate
500 extra page likes
#letstalkdigital
How To
Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget
#letstalkdigital
The average small business wastes 25% of their AdWords budget (source)
B2B companies lose 157 leads
E-commerce companies lose 569 product sales
#letstalkdigital
#letstalkdigital
A day spent optimising your AdWords account (plus a few hours per week maintenance)
=
25% more leads/sales
#letstalkdigital
Your AdWords account is a mess
The right landing page, for the right ad, for the right keyword
#letstalkdigital
Keywords
• Shoes• Trainers• Flip Flops
Ads
• Buy Trainers
• Buy Shoes
Landing Page
• All Flip Flops
• All Shoes
#letstalkdigital
Keywords
• Shoes• Trainers• Flip Flops
Ads
• Buy Trainers
• Buy Shoes
Landing Page
• All Flip Flops
• All Shoes
#letstalkdigital
Relevant Ads = higher Click Through Rate = higher Quality Score = cheaper Cost Per Click
Relevant Landing Page = higher Conversion Rate
#letstalkdigital
Keywords
• Shoes• Trainers• Flip Flops
Ads
• Buy Trainers
• Buy Shoes
Landing Page
• All Flip Flops
• All Shoes
#letstalkdigital
Separate out your Keywords and Ads into thematic Ad Groupshttp://bit.ly/2j4UBFk
#letstalkdigital
One topic/offering/product type per Ad Group
Only use Keywords matching this topic (5 – 10)
Ensure all Ad copy reflects the Keyword
Any Questions?
www.thomashaynes.co.uk/ppc-2017