21 good the bad and the ugly of ppcPresentation Transcript
@annstanleyThe Good, the Bad & the Ugly of Paid Search! By Ann Stanley Part 1 - The Good! Examples of best practice
@annstanleyAd Extensions, Local Listings (map) and Product Listing ads
@annstanleyProduct Listing ads & Creating Product Targets • Select the campaign where you want to create your target • Select the Auto targets tab • Add product target from list on the left • These values must match the values in your Google Merchant Centre feed exactly, or your ads wont be served for these targets • Free shopping results will be replaced by Product Listing ads (latest Q2 in 2013)
@annstanleySegmenting data for further analysis (Sitelinks on the Ad Extension tab)
@annstanleyDominating the results (2 ads displayed at the same time and different formats)
@annstanley Imported Analytics results(display by adding “Columns”) Total conv. Value = Sales revenue from PPC conversion tracking code (allows revenue optimisation) Imported Analytics data = • Bounce rate • Pages per visit • Average visit duration
@annstanley See Search Terms(for keyphrase = footwear production) • Add new exact phrases in e.g. “processes in shoe production” • Exclude negatives e.g. “vacancies”, “jobs”
@annstanleyCompetitive data (in Keyphrase Details) • Relative impression share compared with your competitors • Being Position 1 does not always give you maximum impression share
@annstanleyAnalytics Conversion paths - including Remarketing
@annstanley Tracking calls from search & call optimisation• Virtual page created in Analytics – used to create a Goal• Import Goals back into AdWords for Call Optimisation
@annstanleyDynamically created Search ad Extension (using URL from your site)
@annstanleyBad keyphrases – no negatives
@annstanley Bad – PPC localisationNOTE: new Google layout?
@annstanleyBad – guess the keyphrase
@annstanleyBad - Irrelevant ads Or is this “session – based broad match”?
@annstanley Summary – Managing PPC - What’s important?• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (eg QS of 8/10 you pays half as compared with 4/10)• Click through rate – use good ad copy and ad extensions to enhance your ad. Pause phrases and ads with a CTR below <1%, otherwise this drags down your QS• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click – can you afford this?
@annstanley Thank you Ann Stanleyann@anicca-solutions.com 07930 384443