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2014 11-18 - identifying data to fuel your ppc strategy
- 1. Identifying data to fuel your PPC strategy Jason Denny PPC Consultant @ White @black_hawk204 whitedotnet
- 2. “The goal is to turn data into information, and information black_hawk204 into insight.” - Carly Fiorina, Hewlett-Packard Co.
- 3. black_hawk204 Yet this fundamental rule is often overlooked.
- 5. black_hawk204 Why…? More often than not we do not know ‘what’ we are looking for.
- 6. black_hawk204 So, what is ‘data’?
- 8. black_hawk204 You, me… …Rob Brydon…
- 9. black_hawk204 Dad Joke ALERT This guy is just too funny!
- 10. “Facts and statistics collected together for reference black_hawk204 or analysis” - Definition
- 11. But, we need to understand two important points about data. black_hawk204
- 12. How to find it, and how use it, to define & build a successful strategy to reach our end goal. black_hawk204
- 13. Firstly, what is the strategy? black_hawk204
- 14. black_hawk204 5W1H Why, What, Who, Where, When, How
- 15. black_hawk204 5W1H Why, What, Who, Where, When, How
- 16. black_hawk204 5W1H Why, What, Who, Where, When, How
- 17. black_hawk204 5W1H Why, What, Who, Where, When, How
- 18. black_hawk204 5W1H Why, What, Who, Where, When, How
- 19. black_hawk204 5W1H Why, What, Who, Where, When, How
- 20. black_hawk204 5W1H Why, What, Who, Where, When, How
- 22. black_hawk204 “We shape our buildings; thereafter they shape us.” - Winston Churchill
- 23. Account structure is important for the black_hawk204 success of any account! Your account should reflect an architectural masterpiece.
- 26. Campaigns AdGroups Keywords black_hawk204
- 28. black_hawk204 So, where is the data?
- 30. It is important to understand the difference between Keywords black_hawk204 and Search Queries.
- 31. Keywords, are the platonic ideal of a search query – it's an abstraction that we extrapolate from multiple search queries. Search Queries, the actual word or string of words that a user types into the search box, they are the real-world application of a keyword – it may be misspelled, out of order or have other words tacked on to it, or conversely it might be identical to the keyword. black_hawk204
- 32. black_hawk204 Where do we find our Search Queries?
- 33. black_hawk204
- 34. black_hawk204 But what if I’m not seeing changes in my SQR?
- 35. black_hawk204 Then it’s time for data mining.
- 36. black_hawk204
- 37. black_hawk204
- 38. black_hawk204
- 39. black_hawk204
- 40. black_hawk204 To throw in a curveball…
- 41. black_hawk204
- 42. black_hawk204 How does this work?
- 43. black_hawk204 Example - Weber BBQs - Outback BBQs - Gas Barbeques
- 45. black_hawk204
- 46. black_hawk204
- 47. black_hawk204
- 48. When are your users browsing your black_hawk204 site?
- 49. black_hawk204 The importance of day & time analysis
- 50. black_hawk204
- 51. black_hawk204
- 52. black_hawk204
- 53. black_hawk204
- 54. Identifying when users visit your site will allow you to better understand your key trading days / times and competition levels. black_hawk204
- 55. How are users reaching your black_hawk204 site?
- 56. black_hawk204 Mobile overview report
- 57. black_hawk204 Mobile Overview Report Session s Revenu e Pre Responsiv e Post Responsiv e Bounce s
- 58. black_hawk204 Mobile devices report
- 59. black_hawk204 Mobile Devices Report
- 60. black_hawk204
- 61. Identifying user devices will enable you to ensure your site is fully mobile / OS compatible. black_hawk204
- 62. Understanding your traffic black_hawk204 acquisition
- 63. “A mouse does not rely on just one hole.” black_hawk204 - Plautus
- 64. black_hawk204
- 65. Analysing your traffic sources will enable you to diversify your black_hawk204 reach.
- 67. black_hawk204 What are they?
- 68. black_hawk204 What are they? How do they work?
- 69. black_hawk204 What are they? How do they work? Assisted conversions reveal how and when different channels had an impact on conversion
- 70. black_hawk204 What are they? How do they work? Time lag helps understand time to conversion Assisted conversions reveals how and when different channels had an impact on conversion
- 71. black_hawk204 What are they? How do they work? Path length shows you the number of interactions before a conversion Time lag helps understand time to conversion Assisted conversions reveals how and when different channels had an impact on conversion
- 72. black_hawk204 What are they? How do they work? Top conversion paths illustrate the routes that your customers take Path length shows you the number of interactions before a conversion Time lag helps understand time to conversion Assisted conversions reveals how and when different channels had an impact on conversion
- 73. black_hawk204 What are they? How do they work? Why should we use them?
- 74. black_hawk204 What are they? How do they work? Why should we use them? View all of your digital marketing channels in one place
- 75. Better understand the value of your marketing efforts black_hawk204 What are they? How do they work? Why should we use them? View all of your digital marketing channels in one place
- 76. black_hawk204 What are they? How do they work? Why should we use them? See a complete picture of the steps that your customers take before purchasing or converting Better understand the value of your marketing efforts View all of your digital marketing channels in one place
- 77. black_hawk204 What are they? How do they work? Why should we use them? Improve your marketing based on channel performance See a complete picture of the steps that your customers take before purchasing or converting Better understand the value of your marketing efforts View all of your digital marketing channels in one place
- 78. black_hawk204 What are they? How do they work? Why should we use them? Make the right digital marketing budgeting decisions Improve your marketing based on channel performance See a complete picture of the steps that your customers take before purchasing or converting Better understand the value of your marketing efforts View all of your digital marketing channels in one place
- 79. black_hawk204
- 80. I may not do all the work but I black_hawk204 certainly helped out!
- 82. black_hawk204 Why survey? Customer loyalty: Understand the magic – what they like about you and what they dislike
- 83. who do not have outstanding negative issues concerning black_hawk204 Why survey? Customer satisfaction: Satisfied customers are those you on their mind Customer loyalty: Understand the magic – what they like about you and what they dislike
- 84. black_hawk204 Why survey? Effective communication: By inviting customers to talk to you, and through careful design of your survey, you can effectively inform them about things they may not know - or remind them of important changes or innovations Customer satisfaction: Satisfied customers are those who do not have outstanding negative issues concerning you on their mind Customer loyalty: Understand the magic – what they like about you and what they dislike
- 85. black_hawk204 Why survey? Spotting trends: Spotting such trends ahead of competition could offer you a significant advantage Effective communication: By inviting customers to talk to you, and through careful design of your survey, you can effectively inform them about things they may not know - or remind them of important changes or innovations Customer satisfaction: Satisfied customers are those who do not have outstanding negative issues concerning you on their mind Customer loyalty: Understand the magic – what they like about you and what they dislike
- 86. How far would you travel to a UK airport to catch a flight? over 2 hours, 13% black_hawk204 Example Survey up to 30 mins, 13% up to 1 hour, 37% up to 2 hours, 14% up to 1.5 hours, 23% From our own market research we’ve identified what the propensity amongst travellers is to fly from airports further afield. Create geo-targeted campaigns for specific offers such as seating upgrades from specific UK airports. What would you travel further for? 37% 39% 29% 32% 24% Inclusive refreshments Free parking More… 0% 10% 20% 30% 40% 50% Better in flight services A better seat
- 88. black_hawk204 Key Takeaways 5W1H: Remember Why, What, Who, Where, When and How.
- 89. black_hawk204 Key Takeaways 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
- 90. black_hawk204 Key Takeaways 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
- 91. black_hawk204 Key Takeaways 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go. Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
- 92. black_hawk204 Key Takeaways Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly. 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go. Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
- 93. black_hawk204 Key Takeaways Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly. Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel. 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go. Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
- 94. black_hawk204 Key Takeaways Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly. Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel. Multi-Channel Funnels: Don’t take the performance of any channel at face-value. It may not directly convert but can be important in assisting the conversion. 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go. Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
- 95. black_hawk204 Key Takeaways 5W1H: Remember Why, What, Who, Where, When and How. Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages. Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go. Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly. Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly. Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel. Multi-Channel Funnels: Don’t take the performance of any channel at face-value. It may not directly convert but can be important in assisting the conversion. Surveys: These can provide additional and invaluable insights into the experience of your customers.
- 96. “Data! Data! Data! I can’t make bricks without clay!” black_hawk204 - Sir Arthur Conan Doyle
- 97. whitedotnet Thank you! Slides available at: bit.ly/158JRPK Jason Denny PPC Consultant @ White @black_hawk204
Editor's Notes
- Effectively data is the digital footprint that we, a user, leave behind when we visit a website or perform certain actions online and it’s this data that we will look at this morning.
- There are various ways in which to devise a strategy, for me, I use the 5W1H method. Required to define a strategy.
- ‘Why’ denotes ‘objective’ or ‘reasoning’. For example, Why you are doing it? You must have clear objective of doing something esp. on a commercial level like creating a PPC marketing strategy. Without well-defined objective(s), creating and implementing any strategy could result in waste of both time and resources.
- ‘what’ denotes ‘what is involved’. Creating and implementing any strategy requires time, cost, subject matter expertise and other resources. So you need to determine exactly what is involved in creating and implementing your strategy.
- ‘who’ denotes ‘people’. These people can be you, your colleagues, boss, stakeholders, employees, clients or other target audience. Every strategy requires the input of one or more people or is directed towards one or more people. So you need to know exactly who is involved in the creation and implementation of your strategy and who will benefit from it (your company, clients etc).
- ‘where’ denotes ‘direction’ or a point/step in a process/development. It can also denote ‘location’. This is the direction in which your strategy should move so that you can get highest possible return on your investment. The ability to move in the right direction and at the right time is what that separates a good strategy from a bad strategy.
- ‘when’ denotes ‘situation’, ‘date and time’ or ‘deadlines’. A strategy needs to be time bound in order to be cost effective. Without deadlines there is no urgency. You can create your strategy next week or after 2 months. Without deadlines every goal is achievable. That is why it is imperative that every goal and strategy must be time bound.
- ‘how’ denotes ‘method’ i.e. exactly how you will create your strategy or how you will implement it.
- WC once said…. If we treat account structure as our building and shape it well, it in return should shape us in providing a great ROAS. And structure is where I would like to being this morning………………
- So I first want to briefly cover account structure. What do I mean by an architectural masterpiece? Semantic relations. The keyword must represent the search term, the creative must represent the keyword and the landing page must represent the creative. Explain benefits to QS and CPC. Advise the need for an a/b structure and what it is. This forms the basis of my talk today, locating the data to build and enhance such a structure.
- To begin, the campaigns should reflect your website structure. More than anything for ease of reporting. In this example we see Used -. Alongside this would New -, Rental -, etc.
- AdGroups should reflect the campaign. Explain why we use broad and exact for the same adgroup.
- Explain reasons for selected keywords.
- Why do we need negatives? Control when our ads are and are not displayed. Avoid cross-contamination. Control messaging. This forms the base for a well structured account.
- Now we come to identifying the data to optimise the account.
- Firstly we start with the ‘bread and butter’, the search terms, and how to locate the keywords that you want to bid on. Do your research.
- It is important to understand the difference between keywords and search queries.
- Well if you have an account already, the SQR. Advise extrapolating the search terms to form new keywords. Advise that in this instance ‘used 9 seater minibus’ is well searched for and should be built out into a new AdGroup with creative messaging supporting this. Add as exact match and negate from broad. This process should be rolled out across the account and performed often. (Search query mining is also a good way to find negative keywords).
- Review neg kw list if there are no issues here it may be down to the limited keywords you currently have or keywords that do not represent the users search queries. And if that’s the case…
- There are some valuable tools out there that will help you discover new queries from which to extrapolate kw to bid on. Here are 3 that I use daily…
- Keyword Eye is a suite of affordable, fast, no-nonsense visual keyword and competitor research tools to help with your PPC and SEO campaigns. Options for several countries and returns results in language. The free version of this tool does limit you to 100 keywords, so while it’s useful for high level ideas, it’s not a keyword research substitute. A nice feature is the ability to order the cloud visualization it returns – by Adwords competition or by search volume.
- SEM Rush is also a paid tool with a free option, but unlike other free options, I think it provides just enough data in its free application to be useful.
- Good old keyword planner. Keyword Planner is a free AdWords tool that helps you build campaigns by finding keyword ideas and estimating how they may perform. So all 3 of these tools will provide you with search query data to expand your campaigns but tools like keyword eye and semrush provide you with insight into what your competitors are bidding on.
- And to throw in a curveball….
- Wikipedia is a free global collaborative encyclopaedia. With over 30 million articles and 18 billion page views monthly, it’s probably one of the largest, yet most-overlooked, sources for keyword research. Wikipedia is not going to churn out a list of keywords for you. Instead, Wikipedia provides you with information-rich content that will inform your keyword research and it is this content from which you identify your keywords to expand on.
- So how does this work?
- Or from directly within keyword planner, search for new keywords and adgroup ideas…. Enter your current product/keyword (barbeques in this example), for the landing page enter the Wikipedia page that relates to your product/keyword and hit Get Ideas.
- What you will then be displayed is the typical search volume trends. But also underneath…
- ….keyword planners suggestions on related keywords based on the Wikipedia page. This works for pretty much every product or service where there is a Wikipedia page present and can really churn out some keywords that you would perhaps have otherwise overlooked. But it doesn’t stop there, you can continue mining…..
- For example, it highlighted Electric Barbeques…. From this you can then run the same process.
- So, we’ve looked out structure and data mining. Now we’ll look at…..
- Important to know when to optimise bid management. Firstly, know that date and time information is not the easiest to find. Like with many valuable pieces of data, digging into analytics to find actionable information is not always easy. There’s no direct link under Behavior, Acquisition, Audience or Conversion that will lead you to the right place. Instead, you need to create a custom report that applies date and time against source, conversions, goals, events, etc.
- This is the process to creating that custom report. I will include a template link with the deck materials once posted so that you can easily add this to your Analytics account with a single click.
- Highlight Tuesday as best performing day of week.
- So 9pm is the time of day for the most transactions/goal completions etc. Important to note that day and time reports provide insight into the hours & days whereby traffic may naturally be lower, or where competition is more fierce.
- To gain great insight, we need to review the search impr. share in adwords and segment by day. And what does it show us……. Search impr. share is at it’s lowest on Tuesday highlighting the need for bid optimisation on this day. If Tuesday showed 100% impr. Share then we know that competition is OK, but traffic is naturally lower on this day.
- Ensuring your ads are best placed in terms of day of week/hour of day will provide you the best possibility of reaching users in a consideration state.
- Understanding Mobile Traffic.
- This report is used determine how much traffic, conversions and revenue is coming through Mobile Devices and how much is coming through non-mobile devices.
- It can highlight data in many ways. But it also provides you insight into our mobile users behaviour from Paid Media. For example, we see at the top, the sessions, bounces and revenue split by device with mobile and tablet issuing a high bounce rate and low revenue. This highlighted the need for optimisation. And below, the same split but after the launch of a responsive design. With mobile user numbers growing YoY it is imperative that you ensure your site is responsive, and where possible create apps to increase the likelihood of repeat custom.
- Review this report to quickly determine the main big mobile traffic consumption platforms (Iphone, Ipad,Samsung etc) and the main sources of conversions and revenue via mobile.
- What this can assist with is prioritising App production. As we see here, iOS figures vastly outnumber Android so the priority leans towards iOS app development. What this also highlights is the bounce rate by device, potentially if there was high bounce rate for iPad users this may indicate that there page/nav/layout issues.
- With this data you ideally want to create a pivot table in Analytics, which will look something like this. You can now determine the volume of traffic and conversions sent by mobile devices from different traffic sources. This can help you a lot in optimising your mobile dedicated campaigns. For example if mobile on Facebook is generating greater ROAS than AdWords, you may look to re-allocate budget from this area. I will include a link to creating pivot tables in analytics when the deck is uploaded.
- I am often asked, why do I need a paid strategy? If my organic is working well for me.
- Nor should you rely on one channel for your traffic. Your website must have a balanced portfolio of traffic sources. That means you should not depend on any one traffic and revenue source esp. search engines like Google. This is because if tomorrow your website received a penalty, you will lose majority of your traffic and revenue. Therefore it is imperative that you diversify your traffic acquisition strategy and get traffic from different sources.
- Ideally your search traffic should not be more than 40% of the total website traffic – If it is more than 50% then it means you are over dependent on search engines which is a high risk strategy. Direct Traffic around 30% – If direct traffic is less than 15% then it means you are either not good in customer service or you have got branding issues. Referring sites traffic around 20% – If referring traffic is too low then it means people don’t link out to you much and there are some serious issues with your link building and content marketing campaigns. Traffic from Other channels should be around 10 % – This is the traffic from any source other than organic search, PPC, referring sites or direct traffic. For e.g. traffic from email marketing campaigns, display ads, banner ads, social media campaigns etc.
- Ultimately, do not keep all your eggs in the one basket. You wouldn’t for your finances so why for your paid media strategy.
- Your customers research, compare and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture and potentially misses important insights about how you reach your most valuable customers.
- Multi-Channel Funnels in Google Analytics let you look at interactions across different digital media and show how these channels work together to create sales and conversions. More importantly, this tool helps you make crucial marketing decisions regarding advertising investments at the macro level – what channels – as well as the micro level, for example what keywords and ad placements.
- The five Multi-Channel Funnels reports show what channels customers interacted with during the 30 days before conversion or purchase. These reports provide valuable metrics such as.
- Assisted conversions reveals how and when different channels had an impact on conversion
- Time lag helps understand time to conversion
- Path length shows you the number of interactions before a conversion
- Top conversion paths illustrates the routes that your customers take
- View the performance of all of your digital marketing channels in one place
- Better understand the value of your marketing efforts
- See a complete picture of the steps that your customers take before purchasing or converting
- Improve your marketing based on channel performance
- Make the right digital marketing budgeting decisions
- Found in the conversion tab. On the left we see the Multi-Channel Conversion Visualiser – The overlaps highlight the multi-channel dependent conversions. On the right is the Assisted Conversion MCF Channel Grouping which breaks out direct and assisted conversions nicely by their channel.
- Important to note that any channel may be assisting more in the conversion funnel that directly providing conversions. Reviewing these reports will allow you to better understand each channels performance and allow you to more informatively adjust channel budgets and efforts.
- Knowing what keeps them coming back over and over again is the secret to your success. Loyalty is the magic when they start talking about you and referring you to others.
- This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
- This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
- This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
- This is a sample of a survey we recently undertook for one of our travel clients… what we identified was…. Geo targeting campaigns for best price versus departure. Explain localised ads with offers and price points etc.
- Sir Conan Doyle’s famous fictional detective, Sherlock Holmes, couldn’t form any theories or draw any conclusions until he had sufficient data. Data is the basic building block of everything we do in Paid Media: the reports we build, the analyses we perform, the decisions we influence, and the optimisations we derive.