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How to optimize your Adwords PPC campaign

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Useful tips on how to create and then optimize your PPC campaign to work better

Useful tips on how to create and then optimize your PPC campaign to work better

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  • Delicious vs. Scrumptious, Avoid the stress of shopping in the supermarket
  • Once created you will see the Display Network tab. Click on Automatic placements to edit sites
  • Here you can exclude sites that don’t work or add sites that do work to the managed placements
  • Transcript

    • 1. PPC OptimizationMiles Woolgarwww.oakhousefoods.co.ukTwitter: @mewoolgarEmail: mileswoolgar@gmail.com
    • 2. Keyword Research• Backup everything• Put existing campaigns on pause• Keyword spy, spyfu, semrush• Adwords Keywords Tool• Negative keywords• Spy on competitors
    • 3. Know Your Product& Market• Think of the audience coming toyour site & what you can offer them.• 80+ Yrs olds + Relatives +40 Yrs• Which products to sell – best sellers,high margins etc.• Seasonality, TV ads and other off-lineactivity – All impact your campaigns
    • 4. Creating AdsSearch Network - Text Ads•Text – be inspired•Target emotions•Peoples pain points•Target unique selling points•Look at manufacturers sales literature•Use qualifiers to get rid of time wasters•Campaign structure – “+broad +match+modifier” & [exact match]
    • 5. Creating AdsPlacement Ads (on display network)•Don’t mix Display & Search Network• Ads need to stand out i.e. colour, design•Ads need to deliver the message•Create all possible ad sizes
    • 6. Placement Ads• Themed Ad Groups – be creative• Many keywords – about 30/ad group• Use broad match keywords• Automatic placements 2weeks
    • 7. Placement Ads
    • 8. Exclude placement ads
    • 9. Identify sites thatdon’t work
    • 10. Placement Adsin Google Analytics• Sites with high bounce rates• Visits but no conversions (Rev + soft goals)• Sites that work – move to manualplacements
    • 11. Let’s Play!• Let things settle 1 – 2 weeks• Check bids everyday• Adjust your bids - position 2 - 3.• You have to bid for number 1 position forimage ads or they don’t appear
    • 12. • Quality score – move poorly performingkeywords into new ad groups• Break up bloated Ad Groups• 1000 impressions but <200 clicks – thinkabout pausing them• Find new keywords – Search Query Report(Adwords), SEO Queries report in GA &Searched keywords in your CRMRefine
    • 13. Use Filters
    • 14. Use Filters1. Bad Quality KeywordsQuality score <= 5Impressions >= 200Cost/Conv >= £15• However, conversions = revenue
    • 15. Use Filters2. Expensive Keywords> Cost >= £100Cost/Conv > £10Avg position > 2• Could reduce position to improve Cost/Conv
    • 16. Use Filters3. Failing KeywordsCost >= £100Conversions = 0• Consider pausing these for now. You can alwaysrevisit these keywords e.g. seasonality
    • 17. Use Keyworddiagnosis
    • 18. Low Budget• Ad scheduling• Geo targeting• Match type – broad match modifier &exact match or only exact match• Low positions = fewer conversions
    • 19. When Things Go Wrong• Test new text ads – duplicate & thenturn off old ads to remove history• Track competitor prices -http://www.changedetection.com/• Look at Google shopping• Check for double serving• Check bid position• Look at landing pages
    • 20. Use Google AnalyticsUse Actionable KPIs•Revenue•Revenue per click•Average value•Page Value•Campaign, Ad Group &Keyword bounce rates
    • 21. Segment or die• Where is your traffic coming from?• Quickly identify if conversions have unexpectedlydropped off for a particular traffic source• Branded vs. non-branded• New vs. Returning visitors
    • 22. Look at Revenue & Goals• Use customized segments• https://www.google.com/analytics/web/permalink?uid=HOEkv-yIQnWacEevISRMKA
    • 23. Where Do People GoAfter Landing?Landing page Report•What people do next after landing on yourPPC page•“Entrance Paths” report (Content/LandingPages/Entrance Paths)
    • 24. How Do PeopleNavigate YourSite?All Pages Report•Look at the Navigation summaryreport(Content/Site Content/All Pages)•Discover how people go throughyour site
    • 25. Where Are PeopleDropping Out?• Set up Goal Funnels• Revenue, downloads,signups etc.
    • 26. Track EventsVirtual pageview tracking – for links<a title="HTC Cellphones" onclick="_gaq.push([_trackPageview, /virtual/ppc1-htc]);" href="/phones/where/cellphones/htc.html"><imgsrc="http://www.cellphones.com/media/htc-cellphones.jpg" alt="HTCCellphones"></a>Track event for downloads<a title="HTC Cellphone brochure" onclick="_gaq.push([_trackEvent, PDF,Download, downloads-htc-brochure]);"href="http://www.cellphones.com/media/htc-brochure.pdf"target="_blank">HTC brochure</a>
    • 27. Conversion Optimization• Qualaroo – questionnaires & nudges• Live chat - Olark• Userbilitytesting.com• Crazyegg.com• Are you looking at the right chart?• Revenue vs. Lead generation?
    • 28. Lessons Learnt• Understand your audience & products• Stalk your competitors• Be creative – think out of the box• Understand your Adwords account• Use Google Analytics everyday• Look at Conversion Rate Optimization
    • 29. Miles Woolgarwww.oakhousefoods.co.ukTwitter: @mewoolgarFB: http://on.fb.me/13kJ3jTEmail: mileswoolgar@gmail.comLinked In: http://bit.ly/16rq78Y

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