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Daniel Moore
MINDSHARE
The Hidden Potential Of Brand PPC
https://www.linkedin.com/in/danielmoore33/
https://www.slideshare.net/DanielMoore11
Programmatic Branding: What is the future?
Today’s Topics
1. Understand why brand PPC warrants your time
2. Review competitor bidding situations
3. Showcase real life examples
4. Highlight how this can be utilised in your business
Programmatic Branding: What is the future?
They’re Only Aware Of You
CASE STUDY:
THE PROBLEM
Our Avg. CPC Spiked!
£-
£0.35
Jul - 2014 Jul - 2015 Jul - 2016
Avg.CPC
Brand Account: Avg. CPC Trend
Whilst Avg. Pos Remained Flat
1.0
2.0
£-
£0.35
Jul - 2014 Jul - 2015 Jul - 2016
Avg.Pos
Avg.CPC
Brand Account: Avg. CPC vs Avg. Pos Trend
Avg. CPC Avg. Pos
CASE STUDY:
THE HISTORY
Competitors Saw The Opportunity
£0.00
£0.35
0
6
BrandAvg.CPC
No.CompetitorsInAuction
Brand PPC - No. Bidding Competitors vs Avg. CPC
No. Competitors In Auction Brand Avg. CPC
May 2017 Was The Final Straw!
0
100,000
Impressions
Brand vs Total Competitors - Pure Brand Query
Impressions by Month
Brand Impressions Total Competitor Impressions
Total Competitor IS > 100%
£0.00
£0.35
0.00%
120.00%
BrandAvg.CPC
SearchImpressionShare
Brand vs Total Competitors - Search Impression Share of
Pure Brand Queries vs Avg. CPC
Brand IS Total Competitors IS Brand Avg. CPC
Find Significant Variables
Total Competitor
IS
No. Competitors
In Auction
Total Competitor
Impressions
Brand IS
Brand
Impressions
Available
Impressions
Avg. CPC Correlation 0.92 0.82 0.81 0.02 -0.05 -0.07
0.92
0.82 0.81
0.02
-0.05 -0.07
-1.00
0.00
1.00
Index
Brand PPC - Correlation (As Index) With Avg. CPC
THE SOLUTION:
OPTIONS
Option 1:
Contact the competitors
Your affiliate &
partner sites
could be breaking
the rules!
PRO
The easiest and
simplest
solution.
CON
It shows they’re
hurting you.
WHEN
If you’ve already
been a good a
relationship with
them, this can
be
straightforward.
Option 2:
Bid back!
PRO
Shows you’re
not backing
down, so they
may back off.
CON
Competitors
could increase
bids. Strained
relationships.
WHEN
Customers in
the marketplace
are not
advocates.
Option 3:
Focus on You
Campaign
restructure
Visibility Creative Extensions
Restructure:
The ability to know what queries are
captured, and where, is fundamental.
Visibility
Make better optimisation decisions from the
data insights, ensuring optimal IS and Avg. Pos
Creative
Understand the intent behind each keyword.
Custom creative improves performance.
Extensions
If your data shows different
user intent, offer different
messages / pages
Squeeze Competitors Out
PRO
Represents
sustained
account health
for future
growth.
CON
It can be very
time consuming,
and will require
expert help.
WHEN
You have the
expertise, ideally
during an off-
peak period.
THE RESULT:
RETURNING TO OUR
CASE STUDY
£-
£0.35
Jul - 2014 Jul - 2015 Jul - 2016 Jul - 2017
Avg.CPC
Brand Account: Avg. CPC Trend
Restructure
Biggest Avg. CPC Decrease In
Almost 3 Years!
30.00%
65.00%
CTR
Brand Account: CTR Trend
Restructure
The Greatest CTR In The 10+ Years
On AdWords!
CONCLUSION
Don’t aim for good,
aim for great
The Hidden Potential Of Brand PPC - BrightonSEO 2018 - Daniel Moore

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