Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13PPC Impressions Tr...
£0.00£1.00£2.00£3.00£4.00£5.00£6.00£7.00Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-1...
0%10%20%30%40%50%60%70%80%90%100%Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-1...
••••
•••••••••
Max CPC Bid Quality Score Ad Rank Ad Position Est CPCAdvertiser A £10.00 x 3 30 3 £10.00Advertiser B £8.00 x 7 56 2 £4.43A...
1 2 3 4 5 6 7 8 9 10CTR 0.3% 0.3% 0.9% 0.8% 0.7% 0.7% 1.0% 0.0% 1.5% 1.8%CPC £0.54 £0.62 £0.69 £0.53 £0.57 £0.55 £0.57 £0....
Campaign Keyword Keyword TypeBMX Bikes | Exact bmx bikes exactBMX Bikes | Exact blue bmx bikes exactBMX Bikes | Exact bmx ...
•••••••0%1%1%2%2%1 2 3 4 5 6 7 8 9 10Avg CTR by Quality Score
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
SAScon June 2013
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SAScon June 2013

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Advanced PPC Techniques; recent trends in PPC; challenges for PPC managers; common PPC quick wins; advanced techniques to improve profitability through Quality Score optimisation

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SAScon June 2013

  1. 1. Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13PPC Impressions Trends by SectorAutomotive B2B Gaming Insurance Legal Leisure Retail
  2. 2. £0.00£1.00£2.00£3.00£4.00£5.00£6.00£7.00Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13CPC Trends by SectorAutomotive B2B Gaming Insurance Legal Leisure Retail
  3. 3. 0%10%20%30%40%50%60%70%80%90%100%Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13PPC Click ShareDesktop Smartphones Tablets
  4. 4. ••••
  5. 5. •••••••••
  6. 6. Max CPC Bid Quality Score Ad Rank Ad Position Est CPCAdvertiser A £10.00 x 3 30 3 £10.00Advertiser B £8.00 x 7 56 2 £4.43Advertiser C £6.00 x 10 60 1 £5.70
  7. 7. 1 2 3 4 5 6 7 8 9 10CTR 0.3% 0.3% 0.9% 0.8% 0.7% 0.7% 1.0% 0.0% 1.5% 1.8%CPC £0.54 £0.62 £0.69 £0.53 £0.57 £0.55 £0.57 £0.00 £0.55 £0.500.0%0.2%0.4%0.6%0.8%1.0%1.2%1.4%1.6%1.8%2.0%£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80Quality ScoreQuality Score: Avg CPC vs CTR£0£500£1,000£1,500£2,000£2,500£3,000£3,500£4,000£4,500£5,000£0£2£4£6£8£10£121 2 3 4 5 6 7 8 9 10Quality ScoreQuality Score vs Spend / CPACostCPA
  8. 8. Campaign Keyword Keyword TypeBMX Bikes | Exact bmx bikes exactBMX Bikes | Exact blue bmx bikes exactBMX Bikes | Exact bmx bikes blue exactBMX Bikes | Exact red bmx bikes exactBMX Bikes | Exact bmx bikes red exactBMX Bikes | Phrase bmx bikes phraseBMX Bikes | Phrase blue bmx bikes phraseBMX Bikes | Phrase bmx bikes blue phraseBMX Bikes | Phrase red bmx bikes phraseBMX Bikes | Phrase bmx bikes red phraseBMX Bikes | Phrase bmx bikes negative exactBMX Bikes | Phrase blue bmx bikes negative exactBMX Bikes | Phrase bmx bikes blue negative exactBMX Bikes | Phrase red bmx bikes negative exactBMX Bikes | Phrase bmx bikes red negative exact
  9. 9. •••••••0%1%1%2%2%1 2 3 4 5 6 7 8 9 10Avg CTR by Quality Score

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