21 good the bad and the ugly of ppc


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  • It is true that 80% are organic search results but even 40- 50 % conversions happened against paid traffic. So, at this point we can't evaluate the percentage of more effective activity for you as both are important for conversions. One can click below to know seo in Taiwan: www.pensamedia.com.tw/search-engine-optimization-taiwan/seo-services-taiwan-taipei.html
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21 good the bad and the ugly of ppc

  1. 1. @annstanleyThe Good, the Bad & the Ugly of Paid Search! By Ann Stanley Part 1 - The Good! Examples of best practice
  2. 2. @annstanley
  3. 3. @annstanleyAd Extensions, Local Listings (map) and Product Listing ads
  4. 4. @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)
  5. 5. @annstanleySegmenting data for further analysis (Sitelinks on the Ad Extension tab)
  6. 6. @annstanleyDominating the results (2 ads displayed at the same time and different formats)
  7. 7. @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
  8. 8. @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”
  9. 9. @annstanleyCompetitive data (in Keyphrase Details) • Relative impression share compared with your competitors • Being Position 1 does not always give you maximum impression share
  10. 10. @annstanleyAnalytics Conversion paths - including Remarketing
  11. 11. @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
  12. 12. @annstanleyDynamically created Search ad Extension (using URL from your site)
  13. 13. @annstanleyBad keyphrases – no negatives
  14. 14. @annstanley Bad – PPC localisationNOTE: new Google layout?
  15. 15. @annstanleyBad – guess the keyphrase
  16. 16. @annstanleyBad - Irrelevant ads Or is this “session – based broad match”?
  17. 17. @annstanleyUgly - no PPC conversion tracking
  18. 18. Ugly – Analytics issues – @annstanleyno ecommerce tracking
  19. 19. @annstanleyUgly - Low CTR’s & Quality Scores
  20. 20. @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?
  21. 21. @annstanley Thank you Ann Stanleyann@anicca-solutions.com 07930 384443