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SearchLeeds 2019 - Hannah Perry - Multi-million pound keyword


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How do you gain control and optimise a keyword that drives over 60% of your revenue? Hannah discusses how segmentation and automation allowed MAG to grow their market share and increase profitability through optimising just one keyword.

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SearchLeeds 2019 - Hannah Perry - Multi-million pound keyword

  1. 1. The Multi Million Pound Keyword When 60% of your revenue comes from a single keyword… what do you do?
  2. 2. Hannah Perry 4 years experience in the PPC Industry Moved to Wales and started my career at Missed the North too much and moved back to join mago.
  3. 3. ‘MAG-O is Manchester Airports Group’s own in-house digital agency, created in response to technology-driven changes in the way passengers travel’
  4. 4. Responsibility has grown…... Brands we support Number of products - 8 (parking, lounges, retail, fasttrack etc) Team has doubled Number of PPC accounts - 41 (vs 20 last year) Spent over £7m in FY 19 Different Languages we do PPC in - 8
  5. 5. 60% [Manchester Airport Parking] as a single keyword contributes of parking revenue Source: Google Ads
  6. 6. What challenges does that bring? Lack of control 1. Competition 2. Same message for everyone 3. Overpaying for position
  7. 7. Segmentation The process of dividing a market of potential customers into groups, or segments, based on different characteristics. Source: TrackMaven
  8. 8. What could we segment by? ● Age ● Gender ● Device ● Audience ● Location
  9. 9. AGE
  10. 10. 18 - 24 Clicks 55 - 64 Clicks
  11. 11. How to apply this in Google Ads 1. Split your core term out at ad group level by google definited age groups 2. Target each group by the specified age 3. Remember to exclude all other ages in the ad group 4. You will need an ad group for age unknown Then you are ready to go!
  12. 12. We went from 1 to 7 core keywords
  13. 13. We started to test lowering each Max CPC to find the threshold of position 1.0 for each different age group
  14. 14. 18 - 24 65 or more
  15. 15. Results
  16. 16. CTR increased 11%
  17. 17. Clicks increased 43%
  18. 18. CPCs dropped 22%
  19. 19. Automation The technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum. Source: Dictionary
  20. 20. Bid reduction started Avg CPC vs Prior Period
  21. 21. YoY Results Performance based on [Manchester Airport Parking]
  22. 22. Revenue increased 60%
  23. 23. CoS - 29% Cost saving +£320k*Based on CoS saving vs prior year
  24. 24. What next? Tailoring customer journey by age; ● Landing Pages ● Booking Engine ● Extensions Move our strategy over to abs top impr share Try to replicate this strategy on Bing
  25. 25. Key Points 1. Segmentation is a great way of gaining control, suitable for any size business 1. It’s really easy to set up and offers quick wins! 3. Never underestimate the power of ad copy 4. Always check you’re not over paying for position 1.0
  26. 26. Questions?