Getting the most out of PPC in 2015
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Matthew Read, PPC Director at Jellyfish Publishing, outlines his top tips to make sure you get the best from your PPC in 2015. Whether are using PPC to generate leads, subscriptions, ticket sales or simply just to boost the traffic volumes to your site. His presentation covers:- • Getting the most out of your main keywords • Maximising data collection with remarketing and remarketing for search • The importance of using the right ad copy • Exploring the Google Display Network (GDN) • Key PPC housekeeping rules to make sure you aren’t missing any quick wins Whether you are managing your own PPC accounts directly or are working with an agency, this presentation will help you to ensure you get the most of your PPC spend. Matthew Read has over 6 years digital marketing experience across a number of different sectors, including insurance, holidays and publishing and for both agencies and clients directly, and is now is a PPC Director at Jellyfish Publishing. Jellyfish Publishing is a standalone business division within the Jellyfish Group dedicated to serving its numerous publishing clients. Jellyfish are a digital marketing agency, renowned for their expertise in search and pay per click (PPC). For more information visit www.jellyfishpublishing.co.uk and follow on Twitter @JFPublishing
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Getting the most out of PPC in 2015
- 2. Follow us @JFPublishing. Join the conversation #jellyfish.2 MatthewRead PPCDirector,JellyfishPublishing Jellyfish are afull service digital marketingagency renowned for their expertise in PPC, but we alsoofferSEO, Social,Display, Analytics, Optimisation,Creative, Video and Development services. Jellyfish Publishingis a standalonebusiness division within the Jellyfish Group, dedicated to serving its numerous publishingclients. A core service we offeris risk-free digital marketing togenerate new leads, event attendees, paid subscribers etc. We use allappropriate digital marketing channels (PPC,remarketing, email, social etc) to direct qualifiedtraffic to dedicated microsites, and we chargeon a Costper Acquisition basis. I havebeen with Jellyfish Publishingfor 3 years specialising in PPCand leading our paid search strategy for publishers. Prior to Jellyfish I haveworked for otherdigital marketing agencies and client side managinga variety of PPCaccounts.
- 3. 3 WhatI’mcoveringtoday... 1. Measuringthesuccessofacampaign 2. Gettingthemostoutofyourmainkeywords 3. MaximisingdatacollectionwithremarketingandRLSA 4. ExploringtheGoogleDisplayNetwork(GDN) 5. KeyPPChousekeepingrules Follow us @JFPublishing. Join the conversation #jellyfish.
- 4. Matthew Read, Jellyfish Publishing4 1. Measuring Success
- 5. 5 1.Measuringsuccess BeforelaunchinganyPPCcampaignthefirstthingthatshouldbedecidedis“whatwillsuccess looklike?” Thesearethekeythingstoidentify: 1. Whatareyoutyingtogetfromthecampaign?–subscriptions,leads,traffic,social sharesetc. 2. Howareyougoingtomeasurethis?–conversiontrackinginAdWords,Google Analyticsgoals,fulfilmentcodesetc. 3. WhatisthetargetCPA(CostPerAcquisition)forthecampaign? 4. Whatwillsuccesslooklike?–hittingacertainCPA,achievingatargetvolumeof sales,morebrandawarenessetc. Byhavingclearaccountgoalsyourcaneasilyjudgetheperformanceofnotjustthecampaignas awholebutindividualads,keywordsanddemographicsetc. Follow us @JFPublishing. Join the conversation #jellyfish.
- 6. 6 MeasuringSuccess Follow us @JFPublishing. Join the conversation #jellyfish. ByhavingallthisinminditwillmakeitpossibletomanageyourAdWordsactivityeffectively. Withconversiontracking,atargetCPAandcleargoalsyoucanlookatyourkeywordportfolioandquicklyidentify thefollowing: • Keywordsnotgeneratinganysales • KeywordsconvertingaboveCPAtarget • Highandlowconversionrates • Highandlowconversionvolumes • Areasyoucanincreaseordecreasespend
- 7. Matthew Read, Jellyfish Publishing7 2. Getting the most out of your main keywords
- 9. 9 2.Managingyourmainkeywords Onceyouhaveidentifiedthekeywordsthatgeneratethemajorityofyourconversionsyoutofocusyoureffortsonthe tasksthatwillincreasetheirperformance. Toincreaseakeyword’sperformanceitdoesnotjustcomedowntobiddingmoreonit.Youshouldbefocusingonthe following: • AdCopy–Canyoumaketheadmorerelevanttothekeyword?Canyoumakeyouraddmoreclickable?Areyou runninganyAdCopytests? • LandingPage–Istheuserlandinginthemostappropriateplace?Doesthelandingpagefeaturethesearchterm oftheuser?Doesthelandingpagefeaturethepromotions,offersandproductsetc.fromtheAdCopy? • KeywordRelevancy–IfyouareusingBroadorPhrasematchkeywords,areyoulookingatwhatyouareactually appearingfor?Couldyouaddnegativekeywords?CouldyoumovestrongperformingsearchtermsontoExact match? Follow us @JFPublishing. Join the conversation #jellyfish.
- 10. 10 2.Managingyourmainkeywords Follow us @JFPublishing. Join the conversation #jellyfish. Click Through Rate, <60% Relevancy Factors, >25% Landing Page Quality, >15% Allthiswillhelpachieveahigherqualityscore,moreclicks,lowerCPC’sandabetterconversionrate-meaningmore salesforalowercostpersale.
- 11. Matthew Read, Jellyfish Publishing11 3. Maximising data collection
- 12. 12 3.Maximisingdatacollection UsingtheGoogleremarketingcodeyoucancollectlistsofuserswithinAdWordsandthensegmentthembythe differentpagestheyhavevisited. Youcanalsosetdifferentdateparametersforthelistsandinthiswaycreatelistsofreallyhotleads. e.g.forsubscriptions,somestandardlists tocreateare: • Allvisitstofunnelminussubscribers • Eachstepofthepaymentprocess • Allgiftpagevisitors • Allvisitsfromthelast3days • Allsubscribers Follow us @JFPublishing. Join the conversation #jellyfish.
- 13. 13 3.Maximisingdatacollection ThisdatacanbeappliedintargetingpeoplethroughbothRemarketingonotherwebsitesandalsousing RLSA(RemarketingListsforSearchAds). Asyouhaveinformationabouttheseusers,youcanadjustbids,adsandlandingpagestosuitthem.Whynottrythe following: • Sendingusersstraighttothepaymentfunnel • Sendingtoothercontent • Usingadifferentofferinthead • Addingasenseofurgency • Biddingmoreforcompetitorterms • Targetingsubscriberswithotheroffers • Keepingthelistsforrenewals Follow us @JFPublishing. Join the conversation #jellyfish.
- 14. Matthew Read, Jellyfish Publishing14 4. Exploring the GDN
- 15. 15 4.ExploringtheGDN WhenadvertisingontheGDNyoucanusebothtextandimageadsalongsidewebsitecontent. AlthoughthisispartoftheGoogleAdWordsadvertisingsolutionitshouldbeseenasacompletelyseparatebeastto Googlesearch. Follow us @JFPublishing. Join the conversation #jellyfish.
- 16. 16 4.ExploringtheGDN GDNtargetingcanbeasbroadlyornarrowlytargetedasyoulike.Thereare multiplewaysoftargetingusers: Keywords–Matchingtowebsitesbasedontheactualsitecopy Topics–Matchingtositesallfittingasharedtheme AffinityCategories–Targetinggroupsofusersallinterestedinthesamething In-BuyerMarkets- Targetinguserswhoareclearlyinabuyingcycle Placements–Handpickingindividualwebsitestoshowyouradson Follow us @JFPublishing. Join the conversation #jellyfish. Keywords Topics Affinity Categories In-Buyer Markets Placements
- 17. Matthew Read, Jellyfish Publishing17 5. Key housekeeping rules
- 18. 18 Keyhousekeepingrules • Goals,Goals,Goals–Makesureyouhavekeygoals,targetsandobjectivesbeforestarting anycampaign. • Trackeverything–Itisimpossibletomeasuresuccesswithouttrackingactivity. • 80/20rule–Putthemajorityofyoureffortsintotheareaofhighestvolume. • Isitrelevant?–Gothroughthejourneyyourselffromkeywordtoadtolandingpagetosale.Doesitallmake sense? • Collectdata–Whyspendmoneyonfindingnewleadswhenyoucanremarkettoalreadywarmleads? • Runtests–Noaccount,adorlandingpageisperfect,therearealwaysteststoberun.Agoodconversionrateis betterthantheoneyouhavenow. Follow us @JFPublishing. Join the conversation #jellyfish.
- 19. 19 Follow us @JFPublishing. Join the conversation #jellyfish. Any Questions?
- 20. Thank you Matthew Read, Jellyfish Publishing 01737 749689 matthew.read@jellyfishpublishing.co.uk JellyfishPublishing @JFPublishing