Brighton SEO Paid Search Show 2023 Greg Holland

1. Slideshare.Net/gregholland24
@GregPPC
Greg Holland
IMPRESSION
Profitable PPC in a
Cost of Living Crisis

2. Greg Holland
Paid Media Lead
→ Joined impression in 2017, and since have led on
multiple large-scale Search and Shopping, Display and
YouTube accounts.
→ Industry speaker and moderator at local, national and
international PPC conferences, including Brighton SEO
→ Team Lead in the “Best PPC Team in UK/Europe/World”
according to multiple award bodies.
gregory.holland@impression.co.uk
@GregPPC linkedin.com/in/
greg-holland

3. of marketers are targeting
84%
biggest business challenge
*
revenue growth this year despite
61% of them acknowledging the
cost of living crisis will be their
source

4. increase in Cost per
Lead
19%
the previous year
*
over the last year
increase in Cost per Lead
source
5%
Cost of sales are becoming more
expensive

5. What’s the challenge?
We don’t want to turn off our marketing.
As we know over the Pandemic companies
who continued to invest saw themselves in
better positions after.
So, how do we maintain profitability?

6. Advertise
only what
needs to be
advertised,
when it
needs to be
advertised
Be more
strategic
with your ad
spend to
maximise
return
Understand
your
customer
and their
longer term
value to your
business
1 2 3

7. Advertise only what
needs to be advertised,
when it needs to be
advertised
1

8. Advertising only in-stock products to
drive more efficient spend
Easy to do via Shopping,
but how do we do so
using Search?

9. Advertising only in-stock products to
drive more efficient spend
Search Ads 360
Inventory
Management
Google Ads
DSA In-Stock
feed campaigns
Shopping
campaign labels
will exclude
OOS products
automatically
? ?

10. SA360 - Drive
Efficiency through
Inventory Management
Using SA360 to automate SKU bidding
9.4
ROAS
9%
of Total
Revenue
15
minutes from feed
update to live build
CASE STUDY: LARGE ELECTRICAL APPLIANCES RETAILER
Feed set
up
Keyword
selection
Campaign
duplication
Switch off
test
Measure
Impact

11. In Stock Search Management
Inventory Management
Inventory management in
Search Ads 360 can use
data from an inventory
feed to generate search
campaigns
Optional
Search Ads 360 Feed ^

12. In Stock Search Management
Inventory Management
Optional
Search Ads 360 Feed ^
Search Ads 360
automatically updates the
generated campaigns

13. → Build ad copy with
price, stock or
description
attributes from your
inventory feed
Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes

14. Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
→ Create and remove
keywords to match
what's available on
your site

15. → Drive revenue through
long-tail keyword
expansion: eg.
brand/product/model-
specific keywords
Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes

16. Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
→ Can also be used to
manage sitelink
extensions, creating
bespoke extensions
for each campaign

17. Samsung RF23R62E3B1 | Now Only £1,658.00 | Only 4 Left In Stock
www.onbuy.com/fridge-freezer/samsung/rf23r62e3b1
Shop The Samsung RF23R62E3B1 Fridge Freezer. Browse Our Selection Of Fridge Freezers To Store All Your Favourite Chilled & Frozen Foods.
SA360 Inventory
Management
Samsung rf23r62e3b1 american fridge freezer
Ad
In Practice

18. What do you need to recreate this?
Ads
management
set up through
Search Ads 360,
with Merchant
Center linked
A shopping
feed set to
update daily,
inc. sale price
attribute
Search volume
for individual
SKU names in
your inventory

19. Automated Page Feeds
Search Campaign Average DSA
ROAS Revenue
Campaign Performance
Google Ads - Drive
Efficiency Feed-Based
DSA campaigns
CASE STUDY: CYCLING RETAILER
→ Leverage your already available
shopping data
→ Targets only in-stock pages on
your website, ensuring no wasted
spend
→ No need for manual builds for
longer tail keywords

20. In Stock Search Management
Google Ads Page Feed DSAs
We can build
category-level Page
Feed DSAs through
utilising the business
data functionality
within Google Ads

21. In Stock Search Management
Google Ads Page Feed DSAs
→ Overlay the “in-stock” attribute
from the shopping feed alongside
Custom Labels & product URLs
→ This campaign will then match
search queries to individual
products

22. Ensures we are only showing Search ads
for products that are in-stock
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH

23. Can be built at scale with relatively quick
implementation
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH

24. Highly focused ad copy & landing page to
the users search term
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH

25. Tested this method across a range of client
accounts with a large amount of SKUs with
great results
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH

26. What’s a Page Feed?
Creating Your Feed

27. What’s A Page
Feed?
More Nuanced
Targeting for DSAs

28. Results
→ Very specific, long-tail search
terms
→ Each week is typically the
search campaign with the
highest ROAS
Case Study: Local Cycling Shop

29. What do you need to recreate this?
A shopping feed
with correctly
labelled
‘availability’
columns
No reliance on
supplemental
feeds in your
account

30. Being more
strategic with your
ad spend
2

31. Trading off position for visibility, and seeing
your CPCs & CPAs fall for no loss in traffic
There is an inverse relationship between
Impression Share (visibility) and Absolute
Top Impression Share (“Position 1”).

32. Trading off position for visibility, and seeing
your CPCs & CPAs fall for no loss in traffic
Generally, a
higher CPC
results in
higher
position but
lower visibility

33. Opportunities to be more efficient with
existing bidding strategies
Iterating upon the current setup will also surface more data-driven insights
CPCs in the UK are rising, and it’s limiting the reach
of your campaigns.
Portfolio bidding strategies (Google Ads) or
Real-time bidding (SA360) allow you to set CPC
limits.

34. Opportunities to be more efficient with
existing bidding strategies
Iterating upon the current setup will also surface more data-driven insights

35. Opportunities to be more efficient with
existing bidding strategies
Setting the right goal can have a bigger difference than a restructure
NB: If your campaign
is Limited by Budget,
you’re doing
something wrong.

36. Layering margin and
profit into bidding
Cost of Goods Sold Metric
→ Make use of the Cost of Goods Sold metric
available in your feed set up
→ Calculate an ‘actual monetary profit’ by
subtracting this from the ‘price’ value.
→ Depending on your internal analytics capabilities,
you can layer in further metrics i.e. ‘Cost Per Van’
→ Use custom labels to segment ‘high/medium/low’
profit items, and segment campaigns accordingly
15%
CASE STUDY: MARKET LEADING ELECTRICALS RETAILER
Client reported margin
uplift of 15% as a result.

37. Using Performance
Max to our advantage
Funneling spend strategically
Splitting out
campaigns by KPI
Example campaign structures
Bidding to Profit
High
Margin
Medium
Margin
Low
Margin
Low ROAS
target
Med ROAS
target
High ROAS
target
All Performance Max
Goals-based
Visibility
High
performers
Brand
No ROAS
target/eCPC
Med ROAS
target
Very high
ROAS target
Standard & PMax Mix

38. Geo-targeted
incrementality
testing
Switching off brand keywords
Location
groups
toppstiles.co.uk
Keyword
selection
Campaign
duplication
Switch off
test
Measure
Impact
Resulted in keeping the brand term on as
we ascertained the value in it
CASE STUDY: TOPPS TILES

39. Finding the efficacy of bidding on Brand
using incrementality testing
Test saving
budget on
Branded
bidding

40. Understanding your
customer and their
value
3

41. Strategic use of first-party data -
increasing value from existing customers
How could 1st party data do more for you?
Revamp first-party
audience targeting
within Google
Establish layered
audience framework,
leveraging in-platform
AI learnings

42. Leverage first party data for
smarter bid strategies
Conversion & Est. Value
User ID
Ad Platform Reporting
Bid Strategies
Audiences
CRM

43. Use first-party
data to avoid
targeting existing
customers
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition

44. Establish CLV’s role
in your
performance
marketing
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition

45. Test Google Ads
new customer
acquisition bidding
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition

46. To summarise

47. What’s the challenge?
Advertise only
what needs to
be advertised,
when it needs
to be
advertised
Be more
strategic with
your ad spend
to maximise
return
Understand
your customer
and their
longer term
value to your
business

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