SAScon June 2013

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Advanced PPC Techniques; recent trends in PPC; challenges for PPC managers; common PPC quick wins; advanced techniques to improve profitability through Quality Score optimisation

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SAScon June 2013

  1. 1. 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 Impressions Trends by SectorAutomotive B2B Gaming Insurance Legal Leisure Retail
  2. 2. £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
  3. 3. 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
  4. 4. ••••
  5. 5. •••••••••
  6. 6. Max CPC Bid Quality Score Ad Rank Ad Position Est 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
  7. 7. 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
  8. 8. 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
  9. 9. •••••••0%1%1%2%2%1 2 3 4 5 6 7 8 9 10Avg CTR by Quality Score

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