Introduction to PPC Best Practice in 2014 and Beyond

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Take a look at our CEO, Ian Harris', slides from his introduction to our recent PPC Best Practice in 2014 and Beyond conference.

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  • By way of introduction Some facts
  • Google penalties.

    The cynical would say that Google wants you to spend more money and become more reliant on it’s paid listings.
  • To start adding to that 50Bn is easy
  • Simple concept
    Very easy to get going
    Easy to spend money

    Maximisation is mathematically very complex, even with a small number of keywords.

    Stewart will discuss the issues you face when keywords run into hundreds of thousands, products/prices/stock levels change daily
  • Pete: History
    Importance of paid search and why that is growing
  • Pete: History
    Importance of paid search and why that is growing
  • Pete: History
    Importance of paid search and why that is growing
  • Pete: History
    Importance of paid search and why that is growing
  • Pete: History
    Importance of paid search and why that is growing
  • Introduction to PPC Best Practice in 2014 and Beyond

    1. 1. © Search Laboratory Ltd 2014. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 PPC Best Practice in 2014 and Beyond Ian Harris – CEO
    2. 2. Google PPC $50,000,000,000 ad revenue AdWords & GDN 31% up ‘mesothelioma lawyers’ - £160
    3. 3. The link?
    4. 4. AdWords is easy
    5. 5. PPC Good keywords Highly relevant ads Conversion-focussed landing pages sheds sheds online buy sheds sheds uk
    6. 6. Agenda The Past, Present and Future of PPC Pete Whitmarsh (Head of PPC) PPC Campaign Optimisation Beyond Human Capabilities Stewart Robertson (Technical PPC Manager) Conversion Rate Optimisation Michael Hope (Analytics and Conversions Manager) Real-Time Bidding (RTB) Paul Gill (Head of RTB)
    7. 7. PPC
    8. 8. Agenda The Past, Present and Future of PPC Pete Whitmarsh (Head of PPC) PPC Campaign Optimisation Beyond Human Capabilities Stewart Robertson (Technical PPC Manager) Conversion Rate Optimisation Michael Hope (Analytics and Conversions Manager) Real-Time Bidding (RTB) Paul Gill (Head of RTB)
    9. 9. Agenda The Past, Present and Future of PPC Pete Whitmarsh (Head of PPC) PPC Campaign Optimisation Beyond Human Capabilities Stewart Robertson (Technical PPC Manager) Conversion Rate Optimisation Michael Hope (Analytics and Conversions Manager) Real-Time Bidding (RTB) Paul Gill (Head of RTB)
    10. 10. Conv = £100, 10,000 searches 2% CR £1.20, #5, CTR 4% – Conv: 8 – Cost: £480 – Profit: £320 2.5% CR, £1.50, #3, CTR 7% – Conv: 17.5 – Cost: £1,050 – Profit: £700
    11. 11. Agenda The Past, Present and Future of PPC Pete Whitmarsh (Head of PPC) PPC Campaign Optimisation Beyond Human Capabilities Stewart Robertson (Technical PPC Manager) Conversion Rate Optimisation Michael Hope (Analytics and Conversions Manager) Real-Time Bidding (RTB) Paul Gill (Head of RTB)
    12. 12. Real-Time Bidding
    13. 13. Agenda The Past, Present and Future of PPC Pete Whitmarsh (Head of PPC) Conversion Rate Optimisation Michael Hope (Analytics and Conversions Manager) PPC Campaign Optimisation Beyond Human Capabilities Stewart Robertson (Technical PPC Manager) Real-Time Bidding (RTB) Paul Gill (Head of RTB)

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