On 19th September 2013, Luke Quilter, managing director of Sleeping Giant Media, hosted a webinar that was second in a three part series of 'warm up' sessions for the upcoming Digital in Kent event. He talked about: - the thought process for set up, optimisation and monitoring of PPC accounts - best practices and useful tools - his view on what metrics are important. To find out more about Digital in Kent, take a look at our website http://www.sleepinggiantmedia.co.uk/posts/digital-in-kent-returns-to-folkestone-october-2013/

1. Presented by: Luke Quilter
Getting to grips with PPC
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2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Introduction
-Thought process for set up, optimisation
and monitoring
-Best practices, some useful tools
-View on what metrics are important
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3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Some of our clients
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4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Getting to grips with PPC
-Where to start
-Ground rules for better
setup
-Ongoing monitoring
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5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
General principle
-Relevancy
-Search Query - Advert - Landing page
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6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Things to avoid
-Putting all keywords in one adgroup
-Putting all adgroups in 1 campaign
-Leaving the content network on
-Not regularly reviewing and optimising
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Poll - How often do you
optimise your account
daily
weekly
Monthly
rarely
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7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Where to start
-What do you sell?
-What does the customer call it? (not what
you call it!)
-What makes you the most money?
-Where do you sell it?
-Often your nav bar is a good place to start
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8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Keyword section
-Use Google’s tools
to get you started
-Use this tool and
Excel to help group
things logically
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9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Start grouping terms
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Red shoes
Base termsModifiers
Ladies
Womens
Womans
yellow shoes
green shoes
Modifiers
online
cheap
discount
http://tools.seobook.com/keyword-list/
generator.php
9Thursday, 26 September 13

10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Account structure
-Budgets are set at a campaign
level
-Group campaigns based on the
most logical way to categories
your products/services
-These can always be broken
out later
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Womens
Mens
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11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
The account structure
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Mens Womens
Yellow red blue
Cheap
cheap
womens
yellow
shoes
cheap
womens
yellow
boots
cheapest
womens
yellow
shoes
cheapest
womens
yellow
boots
online
womens
yellow
shoes
online
womens
yellow
boots
womens
yellow
shoes
womens
yellow
boots
cheap
womens
red
shoes
cheap
womens
red
boots
cheapest
womens
red
shoes
cheapest
womens
red
boots
online
womens
red
shoes
online
womens
red
boots
womens
red
shoes
womens
red
boots
cheap
womens
blue
shoes
cheap
womens
blue
boots
cheapest
womens
blue
shoes
cheapest
womens
blue
boots
online
womens
blue
shoes
online
womens
blue
boots
womens
blue
shoes
womens
blue
boots
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12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Account settings
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Mens Womens
Generic
Yellow
red blueCheap Yellow
online
womens
yellow
shoes
online
womens
yellow
boots
womens
yellow
shoes
womens
yellow
boots
Cheap red Cheap blue
cheap
womens
yellow
shoes
cheap
womens
yellow
boots
cheapest
womens
yellow
shoes
cheapest
womens
yellow
boots
12Thursday, 26 September 13

13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Ongoing Management
-Ensure you
break the
account out
-Remove the
poor
performing bits
-Allow more
budget to go to
the better
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Average
performance
Good
performance
Bad
performance
Great
performance
Great
performance
Ok
performance
Best
performance
Best
performance
Best
performance
Best
performance
Stage 1
Stage 2
Stage 3
Stage 4
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14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Search Query Report
-SQR’s help you find
new terms
-What your
customers are
actually typing in
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15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Adwords editor
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Do you use adwords
editor
Yes
No
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16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
What metrics?
- CTR is important, but only part of the picture
- Ultimately Goals or sales are the most
important
- In the absence of goals you have to look for
quality of traffic
- Bounce rate and Avg. time on site
- Link your PPC account to analytics
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17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Metrics
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18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Other engines
-Time Vs reward
-Only use them once you are
sure you are doing a pretty
good job with Google!
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18Thursday, 26 September 13

19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Summary points
-Adwords editor
-Search Query Reports
-Watch out for the content network
-Monitor on a regular basis
-Break out campaigns based on
performance
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20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Other events
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www.digitalinkent.co.uk
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21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Thanks for your
time
-Any questions?
-Hope to see you at the main event!
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