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80818283848586872011Q12011Q22011Q32011Q42012Q12012Q22012Q32012Q42013Q1Percentage of all adults0%10%20%30%40%50%60%70%2010 ...
010,000,00020,000,00030,000,00040,000,00050,000,00060,000,000Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-1...
£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...
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••••Campaign Ad Group Keyword Desktop Ad Mobile Preferred AdRed BMX Bikes Red BMX Bikes red bmx bikes Latest Red BMX Bikes...
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Max 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 £4.43A...
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
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On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit
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On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit

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PPC trends; challenges for PPC marketers; Adwords Enhanced Campaigns and tips for successful migration; Quality Score, what is it and why it matters; tips to improve Quality Score and ROI; lighthearted look at good and bad PPC

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On The Edge Bristol June 2013 - PPC Marketing > Finding The Lost Profit

  1. 1. 80818283848586872011Q12011Q22011Q32011Q42012Q12012Q22012Q32012Q42013Q1Percentage of all adults0%10%20%30%40%50%60%70%2010 2011 2012 2013
  2. 2. 010,000,00020,000,00030,000,00040,000,00050,000,00060,000,000Jan-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 Retail
  3. 3. £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
  4. 4. 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
  5. 5. ••••
  6. 6. ••••Campaign 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
  7. 7. •••••••
  8. 8. ••••
  9. 9. •••••••••
  10. 10. Max 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 £5.70
  11. 11. 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
  12. 12. 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
  13. 13. •••••••0%1%1%2%2%1 2 3 4 5 6 7 8 9 10Avg CTR by Quality Score
  14. 14. ••••

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