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The Hidden Potential Of Brand PPC - BrightonSEO 2018 - Daniel Moore

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Brand PPC isn't a new strategy, but do we take it for granted? Often, due to large search volumes, a small uplift can make a big difference. This BrightonSEO 2018 talk aims to showcase how to improve your brand PPC, and overcome competitor bidding.

*All images were taken from Pexels.com, Pixabay.com or free to use from Google.

Published in: Marketing
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The Hidden Potential Of Brand PPC - BrightonSEO 2018 - Daniel Moore

  1. 1. Daniel Moore MINDSHARE The Hidden Potential Of Brand PPC https://www.linkedin.com/in/danielmoore33/ https://www.slideshare.net/DanielMoore11
  2. 2. 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
  3. 3. Programmatic Branding: What is the future? They’re Only Aware Of You
  4. 4. CASE STUDY: THE PROBLEM
  5. 5. Our Avg. CPC Spiked! £- £0.35 Jul - 2014 Jul - 2015 Jul - 2016 Avg.CPC Brand Account: Avg. CPC Trend
  6. 6. 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
  7. 7. CASE STUDY: THE HISTORY
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. THE SOLUTION: OPTIONS
  13. 13. Option 1: Contact the competitors
  14. 14. Your affiliate & partner sites could be breaking the rules!
  15. 15. 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.
  16. 16. Option 2: Bid back!
  17. 17. 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.
  18. 18. Option 3: Focus on You
  19. 19. Campaign restructure Visibility Creative Extensions
  20. 20. Restructure: The ability to know what queries are captured, and where, is fundamental.
  21. 21. Visibility Make better optimisation decisions from the data insights, ensuring optimal IS and Avg. Pos
  22. 22. Creative Understand the intent behind each keyword. Custom creative improves performance.
  23. 23. Extensions If your data shows different user intent, offer different messages / pages
  24. 24. Squeeze Competitors Out
  25. 25. 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.
  26. 26. THE RESULT: RETURNING TO OUR CASE STUDY
  27. 27. £- £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!
  28. 28. 30.00% 65.00% CTR Brand Account: CTR Trend Restructure The Greatest CTR In The 10+ Years On AdWords!
  29. 29. CONCLUSION
  30. 30. Don’t aim for good, aim for great

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