PPC Tactics for 2017
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The document provides tips for improving pay-per-click (PPC) tactics in 2017. It recommends reaching the right audience by separating keywords, ads, and landing pages by topic into thematic ad groups. It also suggests tracking PPC data in Google Analytics through custom dashboards to see which ads, landing pages, and keywords drive the most conversions. Additionally, it advises optimizing mobile campaigns, boosting content beyond normal audiences with PPC, and taking time to optimize PPC accounts to eliminate wasting 25% of ad budgets and gain more leads and sales.
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PPC Tactics for 2017
- 1. PPC Tactics for 2017
- 2. About Me Head of Digital Marketing @ Optix 10 years experience in Digital Marketing Google AdWords certified Optix are Google Partners #letstalkdigital
- 3. About You How much do you know? PPC? CTR? CPA? Quality Score? #letstalkdigital
- 5. #letstalkdigital Putting the right message in front of the right people at the right time
- 6. How To Reach exactly the right audience Track what’s actually working Get 40% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 7. Everything can be found at: www.thomashaynes.co.uk/ppc-2017 #letstalkdigital
- 8. How To Reach exactly the right audience Track what’s actually working Get 44% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 10. Baby Banks 2.0 born 19th October 2016 Target Al with an advert How to target Alastair without wasting budget? #letstalkdigital
- 11. #letstalkdigital
- 12. 34 year old men in Exeter who are married and have children And 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
- 13. #letstalkdigital
- 14. “Your audience is too specific for your ads to be shown. Try making it broader.” #letstalkdigital
- 15. Facebook wont show your Ad if your audience is too small Back to the drawing board #letstalkdigital
- 16. #letstalkdigital
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- 20. #letstalkdigital
- 21. How To Reach exactly the right audience Track what’s actually working Get 40% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 22. 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
- 23. #letstalkdigital Good news: All of this data is already in your Google Analytics account (if you’ve set it up correctly)
- 24. All you need to do is set up a Custom Dashboard to show you the data in a meaningful way #letstalkdigital
- 25. #letstalkdigital
- 26. #letstalkdigital
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- 28. #letstalkdigital
- 29. PPC (AdWords) E-commerce Overview Dashboard http://bit.ly/2kjcsts PPC (AdWords) Conversion Overview Dashboard http://bit.ly/2kjj6jg #letstalkdigital
- 30. How To Reach exactly the right audience Track what’s actually working Get 40% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 31. #letstalkdigital
- 32. #letstalkdigital
- 33. #letstalkdigital
- 34. 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
- 35. #letstalkdigital
- 36. 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
- 37. How To Reach exactly the right audience Track what’s actually working Get 40% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 38. 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
- 39. #letstalkdigital
- 40. #letstalkdigital
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- 42. #letstalkdigital
- 43. Simply boosting content isn’t necessarily enough to get 10x the reach It certainly won’t ensure you get 10x the engagement #letstalkdigital
- 44. 1% of people will engage with your worst content 30% of people will engage with your best content #letstalkdigital
- 46. #letstalkdigital Cost: £25 + £40 = £65 84,236 people reached 2,598 engagements £1 = 1,300 people reached 30% engagement rate 500 extra page likes
- 47. How To Reach exactly the right audience Track what’s actually working Get 40% more clicks on your Ads Get 10x more reach for your content Stop wasting 25% of your AdWords budget #letstalkdigital
- 48. The average small business wastes 25% of their AdWords budget (source) B2B companies lose 157 leads E-commerce companies lose 569 product sales #letstalkdigital
- 49. #letstalkdigital
- 50. A day spent optimising your AdWords account (plus a few hours per week maintenance) = 25% more leads/sales #letstalkdigital
- 51. Your AdWords account is a mess The right landing page, for the right ad, for the right keyword #letstalkdigital
- 52. Keywords • Shoes • Trainers • Flip Flops Ads • Buy Trainers • Buy Shoes Landing Page • All Flip Flops • All Shoes #letstalkdigital
- 53. Keywords • Shoes • Trainers • Flip Flops Ads • Buy Trainers • Buy Shoes Landing Page • All Flip Flops • All Shoes #letstalkdigital
- 54. Relevant Ads = higher Click Through Rate = higher Quality Score = cheaper Cost Per Click Relevant Landing Page = higher Conversion Rate #letstalkdigital
- 55. Keywords • Shoes • Trainers • Flip Flops Ads • Buy Trainers • Buy Shoes Landing Page • All Flip Flops • All Shoes #letstalkdigital
- 56. Separate out your Keywords and Ads into thematic Ad Groups http://bit.ly/2j4UBFk #letstalkdigital
- 57. One topic/offering/product type per Ad Group Only use Keywords matching this topic (5 – 10) Ensure all Ad copy reflects the Keyword #letstalkdigital
- 58. Any Questions?
Editor's Notes
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