Sessions about a PPC case study for MobilePhonesDirect. My talk focused on how to improve your ad visibility on the Google SN and boost the CTR.

1. PPC CASE STUDY
23rd April 2015
London
GET THE MOST OUT
OF YOUR TEXT ADS

2. GOOGLE
ADWORDS
CAMPAIGN
& TEXT ADS

3. A LITTLE BIT
ABOUT
THE CLIENT…

4.  How we Increased Advert Visibility
 How we spotted the Good & Bad Converters
 How we Reduced the Cost-Per-Transaction
We’ll Cover:

5. MAKING AN ADWORDS ACCOUNT
SUCCESSFUL
1.
Increase Ad Visibility
2.
Spot Good & Bad
Converters
3.
Reduce Cost-Per-
Conversion

6. LOW CLICK-THROUGH-RATE
(CTR)
WEAKNESS IDENTIFIED…
×

7. HOW?

8. BEFORE OPTIMISATION

9. TIME TO
STAND OUT…

10. AFTER OPTIMISATION

11. THE
RESULT?

12. CTR INCREASED BY 42%

13. MAKING AN ADWORDS ACCOUNT
SUCCESSFUL
1.
Increase Transactions
& Ad Visibility
2.
Spot Good & Bad
Converters
3.
Reduce Cost-Per-
Conversion

14. MISSING BID ADJUSTMENTS
WEAKNESS IDENTIFIED…
×

15. HOW?

16. FIND OUT YOUR BEST
CONVERTING
LOCATIONS

17. BID ADJUSTMENT PER CITY/TOWN…

18. FIND OUT YOUR BEST
CONVERTING
DAYS OF THE WEEK

19. BID ADJUSTMENT PER DAY…

20. FIND OUT YOUR BEST
CONVERTING
HOURS OF THE DAY

21. BID ADJUSTMENT PER HOUR…

22. + + =
THE DATA WAS IN MY HAND…

23. THE
RESULT?

24. TRANSACTIONS INCREASED
BY 23%

26. MAKING AN ADWORDS ACCOUNT
SUCCESSFUL
1.
Increase Transactions
& Ad Visibility
3.
Reduce Cost-Per-
Conversion
2.
Spot Good & Bad
Converters

27. BID TOO HIGH ON BRAND
KEYWORDS
WEAKNESS IDENTIFIED…
×

28. HOW?

29. BRANDED
KEYWORDS
=
ASSISTED
CONVERSIONS…

30. BRAND KEYWORDS TOOK CREDIT
FOR EACH CONVERSION…
mobile phone
contracts
cheap iPhone
contract
mobile
phones direct

31. TIME TO
MATCH…

32. MATCH BIDS
TO THE BID
GUIDANCE

33. THE
RESULT?

34. COST PER CONVERSION
DECREASED BY 22%

35. TAKE
AWAY

36. TO REMEMBER…
3.
Reduce Cost-Per-
Conversion
1.
Increase Ad Visibility
2.
Spot Good & Bad
Converters

37. QUESTIONS?
Thank You!

38. fabrice.michel@blueclaw.co.uk
@Fab_Blueclaw
0113 234 3300