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

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As automation increasingly becomes part of the digital marketing conversation, it can be difficult to know where to start the transition in terms of PPC campaign management. In this session Arianne will take you through different free tools, technology and features you can use to start automating. You’ll also look at tools like Power BI and how these can help streamline reporting, leaving you with more time to focus on the areas where you can add the most value – highlighting, in brief, some of the ways attendees should be looking to spend their time once they’ve embraced automation.

Published in: Marketing

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

  1. 1. Arianne Donoghue Epiphany The PPC Automation Revolution Is Coming! @ariannedonoghue http://www.slideshare.net/ariannedonoghue
  2. 2. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Sowhatarewe goingtodoaboutit? O H N O !
  3. 3. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue ?
  4. 4. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue The Luddites R A G E A G A I N S T T H E M A C H I N E
  5. 5. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A G E S Stone Iron Bronze Agriculture Industrial Information
  6. 6. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue TheAutomationAge T H E N E X T G E N E R A T I O N
  7. 7. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue PPCAutomation I T ’ S H E R E
  8. 8. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue ! Thekeytakeaway…
  9. 9. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue ! …embrace it!
  10. 10. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue W H A T A R E W E ?
  11. 11. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue W H A T A R E W E ? Knowledgeworkers!
  12. 12. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 1 0 Y E A R S L A T E R Are we much further ahead?
  13. 13. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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?
  14. 14. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue F O C U S Break it down!
  15. 15. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue L E T ’ S W O R K S M A R T Putyourmoneyaway.
  16. 16. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 1 , 2 , 3 Analysis Bidding Reporting
  17. 17. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 1 , 2 , 3 Analysis Bidding Reporting
  18. 18. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 1 , 2 , 3 Analysis Bidding Reporting
  19. 19. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T YourAutomationToolkit
  20. 20. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Scripts Y O U R A U T O M A T I O N T O O L K I T
  21. 21. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T AdWords based script Google Apps based script
  22. 22. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T Excel Plug-ins
  23. 23. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A S A P U T I L I T I E S
  24. 24. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A N A L Y T I C S E D G E
  25. 25. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue B I N G A D S I N T E L L I G E N C E
  26. 26. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue S U P E R M E T R I C S D A T A G R A B B E R
  27. 27. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T DataVisualisation
  28. 28. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue G O O G L E S H E E T S
  29. 29. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue S U P E R M E T R I C S G O O G L E S H E E T S
  30. 30. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue G O O G L E D A T A S T U D I O
  31. 31. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue M I C R O S O F T P O W E R B I
  32. 32. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T These tools are your pathway to automation success
  33. 33. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T Bidding
  34. 34. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T AdWords BidStrategies
  35. 35. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S TestviaCampaignExperiments
  36. 36. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue C A M P A I G N E X P E R I M E N T S
  37. 37. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Theyneedtimeto “settlein”andlearn. C A M P A I G N E X P E R I M E N T S
  38. 38. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S Never,ever,ever, justleavethemtorun!
  39. 39. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S Scripts for Bidding
  40. 40. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue W E A T H E R - B A S E D B I D D I N G
  41. 41. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue R E A L - T I M E P O S I T I O N B I D D I N G
  42. 42. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 2 4 - H O U R B I D S C H E D U L I N G
  43. 43. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T Analysis
  44. 44. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue P O W E R B I
  45. 45. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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”
  46. 46. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue N - G R A M A N A L Y S I S
  47. 47. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  48. 48. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  49. 49. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  50. 50. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue G O O G L E T R E N D S
  51. 51. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A U C T I O N I N S I G H T S - T R E N D I N G
  52. 52. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  53. 53. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A U D I T L A N D I N G P A G E S
  54. 54. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  55. 55. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  56. 56. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Y O U R A U T O M A T I O N T O O L K I T Reporting
  57. 57. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue D A T A V I S U A L I S A T I O N Spotlight your regular reports
  58. 58. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue The Cold Hard Truth D A T A V I S U A L I S A T I O N
  59. 59. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Most of your reports will never get opened D A T A V I S U A L I S A T I O N
  60. 60. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Spend time focusing on insights – “why” D A T A V I S U A L I S A T I O N
  61. 61. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Focus reports on metrics that are valuable to your stakeholders D A T A V I S U A L I S A T I O N
  62. 62. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S Achievable Goal
  63. 63. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue G O A L S Ultimate Goal
  64. 64. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S 3potential workflows
  65. 65. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S Excel Workflow
  66. 66. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  67. 67. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S GoogleSheets Workflow
  68. 68. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  69. 69. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue A D W O R D B I D S T R A T E G I E S DataVis Workflow
  70. 70. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  71. 71. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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?
  72. 72. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  73. 73. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  74. 74. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue D O U B L E C L I C K Web Query Reporting Double Click Report Builder
  75. 75. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue R E P O R T I N G Start simple.
  76. 76. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue S P E N D I T W I S E L Y “I want more time to be strategic”
  77. 77. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue W H A T D O E S T H I S E V E N M E A N ?
  78. 78. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue I T C O M E S D O W N T O T H I S Hello, Client. Meet yourobjectives.
  79. 79. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  80. 80. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  81. 81. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Clientsbusiness objectives T H E M A G N I F I C E N T 7
  82. 82. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  83. 83. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Channelstrategy
  84. 84. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  85. 85. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Attribution
  86. 86. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  87. 87. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Audiences
  88. 88. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  89. 89. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Creative
  90. 90. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  91. 91. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Landingpages
  92. 92. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7
  93. 93. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue T H E M A G N I F I C E N T 7 Develop newskills
  94. 94. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Review thedata & Havetheanswers N O C O R N E R C U T T I N G P L Z
  95. 95. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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 ?
  96. 96. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue The nextlevel. L E T ’ S D O T H I S
  97. 97. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue Thankyou, #BrightonSEO @ariannedonoghue B R I G H T O N S E O www.epiphany.co.uk
  98. 98. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue R E S O U R C E A P P E N D I X Appendix -Resources
  99. 99. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  100. 100. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  101. 101. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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
  102. 102. The PPC Automation Revolution Is Coming #BrightonSEO@ariannedonoghue 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

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