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TANI KOPLIKU
S E N I O R S E A R C H & D A T A C O N S U L T A N T
AGILE PPC CAMPAIGNS
PREPARE HIGH CONVERTING PAID SEARCH CAMPAIGNS WITH
THE RIGHT TOOLS AND KEYWORD MATCH TYPES

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WE WORK WITH…A LITTLE ABOUT US
We’re a data-informed digital content strategy, creation
& marketing agency which develops valuable brand
audiences through search and social.

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WE WORK WITH…OUR CLIENTS

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WHY AGILE?
• Managing multiple accounts
• Adding new product lines
• Entering new markets
• Working in a very fast pace environment
• Constantly deploying new sets of keywords/adgroups/campaigns
• The web is fluid – new trends and new user behaviour changes
• In the end, you’ll always need to deliver! (at times in short deadlines)

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AGILE
{think big:start small}
The whole principle of agile is to get the wanted
outcome through smaller and achievable steps
- You need the right tools for the job
- Have clear objectives and scope from the outset
- Follow a tested stepped approach/process that works for you

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CHOOSING THE RIGHT TOOLS
Having the right tools for the job makes all the difference
They define the quality of your output
My chosen tools here are specifically selected to enable you for agile
campaign building

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SEMRUSH
 Keyword research
 Competitor research
 Ad Research
CHOOSING THE RIGHT TOOLS

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ADWORDS EDITOR
 Work offline
 Work on multiple accounts
 Highlights issues
CHOOSING THE RIGHT TOOLS

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WEBMASTER TOOLS
 Top search query reports
 Top page keyword reports
CHOOSING THE RIGHT TOOLS

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KEYWORD PLANNER
 Accurate search volumes
 Forecasting models
 Export to AdWord Editor
CHOOSING THE RIGHT TOOLS

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KEYWORD TOOL.IO
 Campaign expansion
 Find long tail keywords
 Alternative to Ubbersuggest
CHOOSING THE RIGHT TOOLS

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START WITH THE FRAMEWORK
Whether you’re selling a service or products, brand awareness,
app download etc. have a clear objective and define what
success looks like for your campaign in the outset.
Have clear KPIs for your campaign
1. Location specific conversion
2. Product specific conversions
3. CTR for brand awareness (Supporting offline campaign)

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START WITH THE FRAMEWORK
1. Do some research on who your users are, where they are, locations,
mobile versus desktop etc.
2. Begin with a basic list of the campaigns you want to build
1. Classic car insurance
2. Vintage car insurance
3. Set out a brief framework of what your campaign may look like:
i.e. Topic 1 > Specific location 1 – Specific product – Desktop Only

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR RESEARCH

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COMPETITOR KEYWORD RESEARCH

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ADDITIONAL KEYWORD RESEARCH

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ADDITIONAL KEYWORD RESEARCH

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KEYWORD PLANNER
KEYWORD GROUPING
• Paste all your keywords
• Start grouping them into adgroups
• Also build a negative keyword list
• Get forecasts based on your
budgets

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KEYWORD PLANNER

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KEYWORD PLANNER

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NEGATIVE KEYWORD LISTS

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CAMPAIGN SETUP
CAMPAIGN STRUCTURE
• Import all your campaigns into
AdWords Editor
• Start setting your keyword match
types
• Set budgets and settings

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KEYWORD MATCH TYPES
[Exact Match] = Lowest impressions/highest CTR
“Phrase Match” = Lower impressions/high CTR
Broad Match = Highest impressions/lowest CTR
+Broad +Match +Modifier = High impressions/medium CTR

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KEYWORD MATCH TYPES
[Exact Match] = £4.00 (MAX. CPC)
“Phrase Match” = £3.00 (MAX. CPC)
Broad Match = £2.00 (MAX. CPC)
+Broad +Match +Modifier = £2.50 (MAX. CPC)

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KEYWORD MATCH TYPES
Keyword match strategies aren’t what they used to be
• Google’s algorithm has evolved
• Google can tell better the implicit intent of the user now

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WRITING YOURADS

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WRITING YOURADS

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MIC CHECK – 1 2 3
FINAL PRE-LAUNCH CHECK LIST
• Call outs, phone number,
sitelinks and any other features you
may need to enable?
• Ad delivery?
• Mobile specific ads
• All budgets set correctly?
• Negative lists uploaded?
• Search Network only versus display?
• Have you setup your conversion goals?
• Have tested them that they’re firing
correctly?
• Have you included the right locations?
• Opening times – timing schedule
• You’re linked up with GA?

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GO LIVE

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Run ad diagnosis and test them to see if
they’re showing.
ADS
Check quality scores and take action if any
keywords have been hit with a low QS. Action
can include adding more relevance to your
landing page/s.
QUALITY SCORES
Run diagnosis to check there are any issues .
KEYWORDS
POST – LIVE CHECKS
SEARCH QUERY REPORTS
Check the search query report for any
keywords that need to be included into the
campaign or negative keyword list.

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TIME TO FOCUS ON
CONVERTING SOME OF
THOSE CLICKS

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CONVERSION OPTIMISATION
TO OPTIMISE FOR CONVERSIONS REMEMBER:
TEST YOUR LANDING PAGES

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CONVERSION OPTIMISATION
1. Understand your website visitor’s needs
2. Develop powerful hypothesis around these findings
3. Order these in a priority order
4. Develop a testing calendar
5. Choose testing tools
6. Start testing immediately
Note: Only test one hypothesis at a time

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION

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CONVERSION OPTIMISATION
https://www.optimizely.com/
http://unbounce.com/
Optimizely -
Unbounce -

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THANKS