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Ben Wightman - OTE Bristol - PPC Marketing
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Ben Wightman - OTE Bristol - PPC Marketing

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Topic: PPC – Finding the lost Profit …

Topic: PPC – Finding the lost Profit

PPC advertising often accounts for the greatest share of online marketing budgets however many advertisers miss golden opportunties to maximise their profit margin. In particular, recent ‘Enhanced Campaigns’ campaigns in Adwords have thrown advertisers a new curve ball to deal with.

Key takeaways:
- Adwords Enhanced Campaigns: How to adapt and tactics to make them work for you
- PPC quick wins: Areas of PPC campaigns that are frequently overlooked yet contain massive profit potential
- Nurturing Quality Score: Quality score is the key to unlocking increased traffic and cheaper click costs in both Adwords and Bing Ads.


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  • 1. PPCMARKETINGFINDING THELOST PROFITJUNE 2013Presented by Ben Wightman to:On The Edge Digital BristolLATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDELATITUDE
  • 2. INTRO:RECENT PPCTRENDS
  • 3. A CONNECTED NATION80818283848586872011Q12011Q22011Q32011Q42012Q12012Q22012Q32012Q42013Q1UK Internet UsersPercentage of all adultsOffice for National Statistics Data Q1 20130%10%20%30%40%50%60%70%2010 2011 2012 2013UK Smartphone Ownership - %of Population86% of UK adultsare online
  • 4. SEARCH QUERIES RISING010,000,00020,000,00030,000,00040,000,00050,000,00060,000,000Jan-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-13Paid Search Impression Trends by SectorAutomotive B2B Gaming Insurance Legal Leisure RetailSource: Latitude Digital Marketing
  • 5. DIGITAL SPEND INCREASINGwww.iabuk.net/: 2012 UK Digital Adspend up 12.5% YoY
  • 6. CPC RISING£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 RetailSource: Latitude Digital Marketing
  • 7. DEVICES EVOLVING0%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 TabletsSource: Latitude Digital Marketing
  • 8. SERPs FRAGMENTINGMobile- High competitionfor top 2 positions- Harder to be seenDesktop- Easier to reachabove the fold
  • 9. PPC CHALLENGES• Audience > mobile• Competition > increasing• Technology > evolving• SERPs > fragmentingGoogle are hoping to simplify PPCmanagement and help advertisers to adapt tochanging trends…
  • 10. ADWORDSENHANCEDCAMPAIGNS
  • 11. ABOUTENHANCED CAMPAIGNS“An AdWords enhanced campaign makes iteasier to reach people across all devices withthe right ads, based on their specificlocation, time of day and device type.”
  • 12. KEYCHANGES- Tablet targeting- Smartphone-only campaigns- Mobile keyword-level bids- OS targeting- Combined Desktop/Tablet bids- Mobile customised messages- Mobile bid multipliers (AdGroup level)- Stackable location & time bid multipliers- Upgraded Sitelinks- Call & App download tracking- Ad extension scheduling- Cross-device tracking (late June)GoingOutComingInAddedBenefits
  • 13. 3 TIPSFOR E.C.SUCCESS1. Focus on User Context;• Merge desktop & mobile keyword lists• De-duplicate and group keywords by search query intent• Arrange into tightly themed adgroups (<15 keywords) and campaigns• Create mobile-preferred ads to improve CTR & Quality ScoreCampaign Ad Group Keyword Desktop Ad Mobile Preferred AdRed BMX Bikes Red BMX Bikes red bmx bikes Latest Red BMX Bikes Latest Red BMX BikesRed BMX Bikes Red BMX Bikes bmx bikes red Shop our BMX Bike range online. Reserve on mobile & collect today,Red BMX Bikes Red BMX Bikes bmx red frame Your Dream Red BMX is waiting! Your Dream Red BMX is waiting!Red BMX Bikes Red BMX Bikes red bmx www.bmxbikeplace.co.uk www.bmxbikeplace.co.ukBlue BMX Bikes Blue BMX Bikes blue bmx bikes Latest Blue BMX Bikes Latest Blue BMX BikesBlue BMX Bikes Blue BMX Bikes bmx bikes blue Shop our BMX Bike range online. Reserve on mobile & collect today,Blue BMX Bikes Blue BMX Bikes bmx blue frame Your Dream Blue BMX is waiting! Your Dream Blue BMX is waiting!Blue BMX Bikes Blue BMX Bikes blue bmx www.bmxbikeplace.co.uk www.bmxbikeplace.co.uk
  • 14. 3 TIPSFOR E.C.SUCCESS2. Enrich Ads with Ad Extensions• Sitelinks• Social Extensions• Seller Ratings• Location Extensions• Click-to-call• Offer extensions• Image extensions (in beta)Use extension scheduling to show different ad extensions at different times of day Great for switching click-to-call to sitelinks when phone lines close for the night The reporting options are awesome!
  • 15. 3 TIPSFOR E.C.SUCCESS3. Mobile Bid Adjustments• Mobile bid multipliers can be set at adgroup level• Adwords will automatically recommend bid adjustments• Use a spreadsheet to set your own adgroup level bid multipliers if youalready have performance data• Google‟s „Full Value of Mobile‟ calculatoris handy for quick calculationswww.google.com/think/tools/full-value-of-mobile-calculator.html
  • 16. EFFECTIVECAMPAIGNS&QUALITYSCORE
  • 17. A MEASUREMENT OF UX60%25%10%5%CTRLanding PageAd & KWRelevanceOther factorsQuality Score Factors (estimated)“Quality Score is an estimate ofhow relevant your ads, keywordsand landing page are to a personseeing your ad.”Quality Score is one factor in AdRank, which decides where adsappear on the SERPsImproving Quality Score helps toreduce CPC and increaseaverage ad position……leading to more clicks, lowercosts and more conversions!
  • 18. QS INGREDIENTS60%25%10%5%CTRLanding PageAd & KWRelevanceOther factors• Keyword historical CTR• Display URL historical CTR• Account historical CTR• Landing page quality• Keyword-ad relevance• Keyword-search relevance• Geo performance• Image ad performance (perplacement)• Device performanceHigher Quality Scores = lowercosts and better ad positionsQuality Score Factors (estimated)
  • 19. QS IN ACTIONMax CPC Bid Quality Score Ad Rank Ad Position Avg 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 £5.70The Auction Formula: Ad Rank = Max CPC bid * QSLet‟s suppose an advertiser in P4 has an Ad Rank of 29. Three advertiserscompete for the top-of-page ad placements as follows;Advertiser C wins top ad position, while Advertiser A pays the highest cost-per-click!
  • 20. QUALITY SCORE7 TOP TIPS
  • 21. 1. QS REPORTSKnow where you‟re starting from and measure your progress…Adwords does not provide an historical QS report. Download and savekeyword reports to chart QS progress. Pivot tables are your friend…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 £0.5 £0.6 £0.6 £0.5 £0.5 £0.5 £0.5 £0.0 £0.5 £0.50.0%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
  • 22. 2. AD EXTENSIONSAd Extensions are one of the fastest ways to increase CTR. They assistusers and the uplift in Ad performance can be surprisingly high;Pro Tips:- Use site search query reports to find ideas for CTR-boosting sitelinks- Develop a Google+ strategy to enhance Adwords performance- Cultivate positive reviews on trusted sites to get seller ratingsSocial Extensions > +5-10% Sitelinks > +30%
  • 23. 3. SEARCH QUERYREPORTSNegative Keywords are always a quick win. Review SQRs regularly andexclude any search phrases you don‟t wish to pay for;-”logo”-”returns”-”recruitment”-”jpeg”-”head office”-”news”-”jobs”-”pictures”-”careers”-”reviews”-”videos”
  • 24. 4. ACCOUNT STRUCTUREExact match has the best keyword-searchrelevance and allows ads to be optimisedfor superior keyword-ad relevanceIt’s ~15% cheaper to pick up a search querywith Exact than with phrase/broad matchSegment campaigns by keyword matchtype. Use embedded negatives forphrase/broad match campaigns to preventcannibalisation of Exact match trafficCampaign 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
  • 25. 5. AD TESTINGAd testing is a long-term strategy forincreasing CTR• Be a scientist –analyse, hypothesise, test, & refine• Conduct tests in controlled conditions• Tight keyword themes• Exact Match only• Even rotation• Measure profit-per-impression for atrue end-to-end comparison• End tests before they becomeunprofitable!0%1%1%2%2%1 2 3 4 5 6 7 8 9 10Avg CTR by Quality Score
  • 26. 6. LANDING PAGES• Landing page quality is a keycomponent in Quality Score• Find clues about landing pagequality in the Keywords tab underthe speech bubble• Deep link to the most relevantlanding page for each keyword &advert• Use A/B testing and conversionrate optimisation to improve bothlanding page performance andQuality Score
  • 27. 7. THE CUTTING EDGEFollow official blogs to stay onthe cutting edge……and increase campaignperformance by testing newfeatures as soon as they arereleasedAdd to bookmarks;http://adwords.blogspot.co.uk/http://googlemobileads.blogspot.co.uk/http://adwordsagency.blogspot.co.uk/http://analytics.blogspot.co.uk/http://community.bingads.microsoft.comhttp://www.kaushik.net/avinash/
  • 28. PPC HEROES& VILLAINS
  • 29. THE GOOD, THEBAD, & DUCKS
  • 30. THE GOOD, THEBAD, & DUCKS
  • 31. THE GOOD, THEBAD, & DUCKS
  • 32. THE GOOD, THEBAD, & DUCKS
  • 33. THE GOOD, THEBAD, & DUCKS
  • 34. THANKYOU