Your PPC Masterplan
Putting It All Together
Arianne Donoghue
Mamas & Papas
SEM & Social Marketing Manager

London • 10–13 ...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Our Challenge
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Conversion Overlap
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

A single user journey

• How do you find the increment...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Show of hands

• Do you have a “small” budget?
• Have ...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Let’s talk about…
1. Finding opportunities in existing...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Finding Opportunities
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Product Listings Ads
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Product Listings Ads
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Product Listings Ads
• If you’re selling products rath...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Site Search
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Site Search
• High-converting terms may represent an
o...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Adwords + WMT
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Adwords + WMT
• Understand the relationship between pa...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

GA Demographics & Interests Reports

• Draw insights b...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

GA Demographics & Interests Reports
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

GA Demographics & Interests Reports
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

GA Demographics & Interests Reports
• Target customers...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Display Network
• Ties in nicely with your Interest/De...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Bing

• Lower competition levels
• Yahoo Bing Network ...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Reporting
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Background
•
•
•
•

Tested PPC several times before
Re...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Process

June: Started with
PLAs

Added key
categories...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Process
• Wanted to understand the incremental effect
...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Considerations
•
•
•
•

No attribution
Same session on...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Grouping The Data
Split out PLAs
The entire period whe...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Benchmarking
• To baseline and give an idea of trends,...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Onto the results!
Comparison periods:
•
•
•
•
•
•

Fis...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Fiscal 2013 v Fiscal 2012
• Loss from Organic search n...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

PPC Live v Q1 2013
• Loss in Organic is balanced by th...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Branded PPC v Q1 2013
• The loss from Organic is lower...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Branded PPC v PPC Live
• This helped us understand if ...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Company Event v PPC Live
• How does general PPC compar...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Company Event Branded v No Branded
• Does running Bran...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Was it profitable?
• In short, yes!
• Depending on the...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Summary
•
•
•
•

PPC is worth doing
Particularly Brand...
London | 10–13 February 2014 | #SESLON | @SESConf
@ariannedonoghue

Key Takeaways
1. Look for the gaps and exploit them!
2...
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Your PPC Masterplan - SES London 2014

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My slides from the final session of Day 2 at SES London 2014. Your PPC Masterplan: Putting It All Together.

It covers off looking for some of the gaps in existing activity and finding ways to make your PPC work smarter, particularly if you're on a small budget. Finally, it gives you ideas on ways to find activity that is likely to be incremental and takes you on the journey that we've been on, in trying to do our own analysis to determine whether or not our PPC activity was incremental.

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Your PPC Masterplan - SES London 2014

  1. 1. Your PPC Masterplan Putting It All Together Arianne Donoghue Mamas & Papas SEM & Social Marketing Manager London • 10–13 February 2014 • #SESLON @SESConf
  2. 2. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Our Challenge
  3. 3. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Conversion Overlap
  4. 4. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue A single user journey • How do you find the incrementality of PPC? • How do you work out if it was profitable?
  5. 5. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Show of hands • Do you have a “small” budget? • Have you been asked to prove incrementality?
  6. 6. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Let’s talk about… 1. Finding opportunities in existing channels 2. How do you report on this?
  7. 7. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Finding Opportunities
  8. 8. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Product Listings Ads
  9. 9. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Product Listings Ads
  10. 10. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Product Listings Ads • If you’re selling products rather than a service, these are a must • Use your product feed and the available options in Adwords to help you stand out • Google: Getting Started • My 2013 SES Presentation
  11. 11. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Site Search
  12. 12. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Site Search • High-converting terms may represent an opportunity (particularly if they’re high volume too!) • Work these back to potential search queries (e.g “tights” – should this be maternity or baby?) • Check your organic ranking and build list of target keywords
  13. 13. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Adwords + WMT
  14. 14. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Adwords + WMT • Understand the relationship between paid & organic • Look for new paid keyword opportunities • Understand if PPC & SEO combined = more traffic • Helps with [not provided] • How to use this report
  15. 15. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue GA Demographics & Interests Reports • Draw insights based on gender, age, interests or a combination of the above
  16. 16. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue GA Demographics & Interests Reports
  17. 17. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue GA Demographics & Interests Reports
  18. 18. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue GA Demographics & Interests Reports • Target customers you know are more likely to convert • Feed this into GDN campaigns and other Display-based activity • Use that budget smarter! • For more information on set-up etc, visit here
  19. 19. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Display Network • Ties in nicely with your Interest/Demographic insights • Utilise Remarketing to help your ROAS • Helps influence customers earlier in their purchase journey • Ensure you have a robust way to track this
  20. 20. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Bing • Lower competition levels • Yahoo Bing Network searchers spend 68% more than Google searchers worldwide* *comScore qSearch (custom), March 2013.
  21. 21. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Reporting
  22. 22. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Background • • • • Tested PPC several times before Results looked good in isolation Not been able to prove incrementality Only eroded SEO & Direct sales • Wanted to understand the worst-case scenario of what PPC delivers
  23. 23. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Process June: Started with PLAs Added key categories, e.g. “Rocking Animals” or “Nursery Furniture” October: Turned on Brand
  24. 24. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Process • Wanted to understand the incremental effect of not just PPC, but Brand Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday
  25. 25. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Considerations • • • • No attribution Same session only sales Sales from all channels Made adjustments to our Direct figures – Worked out an 80/20 split for PPC/other sources – Rounded this down to 50/50
  26. 26. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Grouping The Data Split out PLAs The entire period when PPC was live Branded PPC Event Branded Event No Branded
  27. 27. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Benchmarking • To baseline and give an idea of trends, we used: – Fiscal 2012 Average – Fiscal 2013 to date – Quarter 1 2013 – Looked at total retail sales, incl stores – Also analysed web only sales from Coremetrics
  28. 28. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Onto the results! Comparison periods: • • • • • • Fiscal 2013 v Fiscal 2012 PPC Live v Q1 2013 Branded PPC v Q1 2013 Branded PPC v PPC Live Company Event v PPC Live Company Event Branded v Non-Branded (PPC Gain – Loss in SEO) + Increase in Direct = RESULTS
  29. 29. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Fiscal 2013 v Fiscal 2012 • Loss from Organic search not recouped by PPC • Including additional revenue from Direct helped • Ended up with a small loss
  30. 30. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue PPC Live v Q1 2013 • Loss in Organic is balanced by the gain from PPC • Including the 50% share of Direct growth=
  31. 31. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Branded PPC v Q1 2013 • The loss from Organic is lower than the gain delivered by PPC • Factor in Direct growth • Our strongest result!
  32. 32. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Branded PPC v PPC Live • This helped us understand if Brand cannibalisation was worth it • PPC recouped the Organic loss (and then some!) straight away, + Direct
  33. 33. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Company Event v PPC Live • How does general PPC compare to a period when the site is up anyway? • PPC delivered only 40% of the loss on Organic • But the growth in Direct still made it work
  34. 34. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Company Event Branded v No Branded • Does running Brand during company events drive additional revenue? • Gains in PPC 2.5x higher than loss in Organic • Factor in Direct growth:
  35. 35. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Was it profitable? • In short, yes! • Depending on the comparison
  36. 36. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Summary • • • • PPC is worth doing Particularly Brand Especially during busy periods Want to do more testing! – Understand by category – Do more testing outside of sale
  37. 37. London | 10–13 February 2014 | #SESLON | @SESConf @ariannedonoghue Key Takeaways 1. Look for the gaps and exploit them! 2. Get a clear understanding of how your PPC is fitting together with your SEO 3. Formulate your own testing/reporting plan to prove the benefit of PPC

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