Generate B2B Success through PPC with Accurate Marketing Attribution
Strategies For PPC Success
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Adherence Digital
Strategies For PPC Success
Pay Per Click Specialists
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Who am I? Pay Per Click Specialist(s)
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
£4 Billion
https://econsultancy.com/blog/10004-uk-paid-search-market-worth-more-than-4bn-new-report
PPC Building Blocks
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
KeywordsGroup keywords by theme. Red shoes belong withred shoes, not purple headscarves. Set each group of keywords out ready for Adgroup creation
Adverts Experiment with different types of messagingA/B split tests are a good way of finding winners
Adgroups Group these together by theme. You can get creativewith match type segmentation later
PPC Building Blocks
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
CampaignsDon’t be afraid to create more campaigns. They areyour friend. Find a naming convention that helps youto identify campaigns easily
Campaign Example:
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [E]
Adgroup Example:
Brand - Adherence Digital - Core - [E]
PPC Essentials
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Brand Almost without exception, bid on your brand aswell as misspells
BudgetsAlways a difficult area. Like gambling, start by bidding only what you can afford to lose. Test thoroughly and then increase budgets when the data tells a good story
TargetingWhere do your customers come from? Think geographically, time they visit your site, languages, interests & more. Get as much information as you can and refine how you target
Match Types
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Exact [red shoes]
Broad red shoes
Phrase “red shoes”
Broad Match Modified
+red +shoes
“red shoes”
“buy mens formal shoes”
“red shoes for women”
“buy red shoes for kids”
Match Types Matter
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Quality Score
Impact on the advert and the searcher
Targeting
Cost per Clicks
Negatives
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Negative Keywords - your secret weapon
Control what search terms your keywords appear for
Applicable at adgroup, campaign or as a shared list across campaigns
For consistency and speed, add common negatives to a Master List
Run Search Query Reports regularly to find keywords to add both as negative and as positive - create new Adgroups/Campaigns as necessary
Best Practice
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Remember this?
Campaign Example:
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [E]
Reproduce for Broad match, Phrase etc|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [BM]
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [P]
An Example
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Campaign
AdgroupsBrand - Adherence Digital - [BM]
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [BM]
Brand - Adherence Digital Misspells - [BM]
Brand - Adherence Agency- [BM]
Adherence Digital
Adherance Digital Adherense Didgitool
Adherence Agency Adherence Digital AgencyDigital Agency Adherence
Rock Solid
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Make the basics as solid as possible
Use tracking packages such as Google Analytics
Understand the story the data tells you
Keep track of your changes - and test
Tactics
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Ad-scheduling
Rules
Geographic Targeting
Different bid types - CPC/CPA/Flexible
Re-marketing Lists for Search Ads
Adwords Scripts
Example Scenario 1
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Traffic hitting the site at 3am but no conversionsYou could set up RLSA campaigns to capture secondary searches at a cheaper Cost Per Click
You could try ad-scheduling and down-weight your keywordbid for this period - up to 100%, effectively pausing the keyword
You could use an Adwords Script to pause the advert at this time
In conjunction with this you could use Search Funnels/Attribution to identify if the keywords drive conversions through other searches
Example Scenario 2
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
High CPA - low daily budgets
Down-weight “seeding” campaigns - up-weight RLSA campaigns
Different advert messaging - landing page issues?
CPA bidding technique - dependant on enough conversions
Analyse traffic - what is it doing? Bouncing? Irrelevant searches?
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
£4 Billion
At a cost acceptable to your business
Wrap Up
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Ensure the basics are solid
Understand the story the data is telling you
Use Google Analytics + Adwords data to inform you on your audience’s behaviour
Implement more advanced techniques to address issues - be sure to understand the before and after
Test
Thank You For Your Time!
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Feel free to contact me on the details below.
Landing page optimisation/testing
PPC/Digital strategy
New account/campaign setups
Existing PPC account audits
Split testing
Analytics
SEO
Thank You For Your Time!
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
Links
Ad scheduling:https://support.google.com/adwords/answer/2404244?hl=en-GB
Re-marketinghttps://support.google.com/adwords/answer/1752338
Match Typeshttps://support.google.com/adwords/answer/2497836?hl=en-GB
Automated Rules https://support.google.com/adwords/answer/2472779?hl=en-GB
Thank You For Your Time!
Peter Stannett [email protected] uk.linkedin.com/in/peterstannett/
@adhdigital www.adherencedigital.com
LinksBid adjustmentshttps://support.google.com/adwords/answer/2732132?hl=en-GB
Geographic Targeting https://support.google.com/adwords/answer/1722043?hl=en-GB
Bid types: https://support.google.com/adwords/answer/2472725?hl=en-GB
Adwords Scriptshttps://support.google.com/adwords/answer/188712?hl=en-GB