The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO April 2018

Arianne Donoghue
Epiphany
The PPC Automation
Revolution Is Coming!
@ariannedonoghue
http://www.slideshare.net/ariannedonoghue

The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue
Sowhatarewe
goingtodoaboutit?
O H N O !

?

The Luddites
R A G E A G A I N S T T H E M A C H I N E

A G E S
Stone Iron Bronze Agriculture Industrial Information

TheAutomationAge
T H E N E X T G E N E R A T I O N

PPCAutomation
I T ’ S H E R E

!
Thekeytakeaway…

!
…embrace it!

W H A T A R E W E ?

W H A T A R E W E ?
Knowledgeworkers!

1 0 Y E A R S L A T E R
Are we much
further ahead?

T H E N E X T G E N E R A T I O N
Are you ready to free
your time & your mind?

F O C U S
Break it down!

L E T ’ S W O R K S M A R T
Putyourmoneyaway.

1 , 2 , 3
Analysis
Bidding
Reporting

Y O U R A U T O M A T I O N T O O L K I T
YourAutomationToolkit

Scripts

AdWords
based script
Google Apps
based script

Excel Plug-ins

A S A P U T I L I T I E S

A N A L Y T I C S E D G E

B I N G A D S I N T E L L I G E N C E

S U P E R M E T R I C S D A T A G R A B B E R

DataVisualisation

G O O G L E S H E E T S

S U P E R M E T R I C S G O O G L E S H E E T S

G O O G L E D A T A S T U D I O

M I C R O S O F T P O W E R B I

These tools are your pathway
to automation success

Bidding

AdWords BidStrategies

A D W O R D B I D S T R A T E G I E S
TestviaCampaignExperiments

C A M P A I G N E X P E R I M E N T S

Theyneedtimeto
“settlein”andlearn.
C A M P A I G N E X P E R I M E N T S

Never,ever,ever,
justleavethemtorun!

Scripts for Bidding

W E A T H E R - B A S E D B I D D I N G

R E A L - T I M E P O S I T I O N B I D D I N G

2 4 - H O U R B I D S C H E D U L I N G

Analysis

P O W E R B I

N - G R A M A N A L Y S I S
An n-gram is a phrase consisting of
a number of words, a number we
call “n”

N - G R A M A N A L Y S I S

B I N G A D S I N T E L L I G E N C E – L A N D I N G P A G E S E L E C T I O N

B I N G A D S I N T E L L I G E N C E – S E A S O N A L I T Y

E N G I N E K E Y W O R D P L A N N E R S – S E A S O N A L I T Y & C A T E G O R Y

G O O G L E T R E N D S

A U C T I O N I N S I G H T S - T R E N D I N G

H O U R L Y H E A T M A P S F O R D A Y & D E V I C E

A U D I T L A N D I N G P A G E S

A D T E S T I N G W I T H S T A T I S T I C A L S I G N I F I C A N C E

A / B T E S T I N G T O O L F O R Y O U R W H O L E A C C O U N T

Reporting

D A T A V I S U A L I S A T I O N
Spotlight your
regular reports

The Cold Hard Truth

Most of your reports
will never get opened

Spend time focusing
on insights – “why”

Focus reports on metrics that are
valuable to your stakeholders

Achievable Goal

G O A L S
Ultimate Goal

3potential workflows

Excel Workflow

E X C E L W O R K F L O W
Data Sources Combine Data ExcelData Sources Combine Data
Analytics
•
AdWords
•
Bing Ads
•
Business Data
Google Script
•
Analytics Edge
•
Supermetrics
Template report
•
Pivot tables
•
Store locally

GoogleSheets Workflow

G O O G L E S H E E T S W O R K F L O W
Data Sources Combine Data Google SheetsData Sources Combine Data Google Sheets
Analytics
•
AdWords
•
Bing Ads
•
Business Data
Google Script
•
GA Connector
•
Supermetrics
Template report
•
Beautify w/ plugins
•
Store in cloud
& share URL

DataVis Workflow

D A T A V I S U A L I S A T I O N W O R K F L O W
Analytics
•
AdWords
•
Bing Ads
•
Business Data
GA Connector
•
Import Excel .csv files
•
Import Google Sheet
Template reports
•
Refresh with a
single click
•
Already visual
Data Sources Combine Data Data Vis

D A T A V I S U A L I S A T I O N W O R K F L O W
Which oneshould
youchoose?

D E C I S I O N T I M E
Excel Google Sheets Data Vis Tools
Offline
•
Requires license
•
Widely used
•
Free awesome plug-ins
•
Hugely functional
•
Manual
Cloud-based
•
Free
•
Beef up with plug-ins
(not free)
Beautiful
•
Easy to update once
templated
•
Require data sources
•
Easy to view/manipulate

D A T A S T U D I O V S P O W E R B I
In production
•
Has offline desktop editor
•
Mobile apps available
•
Excel connectors & larger range of
supporting services
•
More than just reporting
Data Studio
Still in beta
•
Better default connectors
•
Post-beta pricing TBC
•
No offline capability
•
More of a dashboard
Power BI

D O U B L E C L I C K
Web Query
Reporting
Double Click
Report Builder

R E P O R T I N G
Start simple.

S P E N D I T W I S E L Y
“I want more time to be strategic”

W H A T D O E S T H I S E V E N M E A N ?

I T C O M E S D O W N T O T H I S
Hello, Client.
Meet yourobjectives.

W H A T W E L O S T I N T H E F I R E , W E W I L L F I N D I N T H E A S H E S
TheMagnificent 7

T H E M A G N I F I C E N T 7

Clientsbusiness objectives

Channelstrategy

Attribution

Audiences

Creative

Landingpages

Develop newskills

Review thedata
&
Havetheanswers
N O C O R N E R C U T T I N G P L Z

Adding value.
J A C K O F A L L T R A D E S , M A S T E R O F O N E ?

The nextlevel.
L E T ’ S D O T H I S

Thankyou,
#BrightonSEO
@ariannedonoghue
B R I G H T O N S E O
www.epiphany.co.uk

R E S O U R C E A P P E N D I X
Appendix -Resources

A U T O M A T I O N T O O L K I T R E S O U R C E S
• ASAP Utilities - link
• Analytics Edge - link
• Bing Ads Intelligence - link
• Supermetrics Data Grabber - link
• Google Sheets - link
• Supermetrics for Google Sheets - link
• Google Data Studio - link
• Microsoft Power BI - link

B I D D I N G R E S O U R C E S
• Weather-based bidding - link
• Real-time position bidding - link
• 24-hour bid scheduling - link

A N A L Y T I C S & O P T I M I S A T I O N R E S O U R C E S
• N-Gram Analysis script - link
• Google Keyword Planner - link
• Bing Keyword Planner - link
• Google Trends - link
• Auction Insights script - link
• Hourly heatmap by day & device script - link
• Audit landing pages script - link
• Ad testing with statistical significance script - link
• A/B testing tool for your whole account script - link

O T H E R C O O L S T U F F
• Account once-over script - link
• Label KWs with organic rank data script - link
• QS Component & Tracking scripts – here and here
• Make Exact Match exact again! - link
• Add KWs from Google autocomplete - link
• Use n-gram analysis on your ads - link

The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO April 2018

The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO April 2018

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