The document discusses best practices, challenges, and important metrics for paid search marketing. It provides examples of effective ad extensions, local listings, product listing ads, and segmentation tactics. It also outlines bad practices like lacking negative keywords or conversion tracking. Key metrics mentioned include quality score, click-through rate, position and bidding, and cost per acquisition. The summary emphasizes optimizing quality score, click-through rate, position, and ensuring costs remain affordable.

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The Good, the Bad & the
Ugly of Paid Search!
By Ann Stanley
Part 1 - The Good!
Examples of
best practice

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Ad Extensions, Local Listings (map)
and Product Listing ads

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Product Listing ads & Creating Product Targets
• Select the campaign where you want to create your target
• Select the Auto targets tab
• Add product target from list on the left
• These values must match the values in your Google Merchant Centre
feed exactly, or your ads won't be served for these targets
• Free shopping results will be replaced by Product Listing ads (latest
Q2 in 2013)

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Segmenting data for further analysis
(Sitelinks on the Ad Extension tab)

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Dominating the results (2 ads displayed at the
same time and different formats)

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Imported Analytics results
(display by adding “Columns”)
Total conv. Value = Sales revenue
from PPC conversion tracking code
(allows revenue optimisation)
Imported Analytics data =
• Bounce rate
• Pages per visit
• Average visit duration

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See Search Terms
(for keyphrase = footwear production)
• Add new exact phrases in e.g. “processes in shoe production”
• Exclude negatives e.g. “vacancies”, “jobs”

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Competitive data (in Keyphrase Details)
• Relative impression share compared with your competitors
• Being Position 1 does not always give you maximum impression share

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Analytics Conversion paths -
including Remarketing

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Tracking calls from search &
call optimisation
• Virtual page created in Analytics – used to create a Goal
• Import Goals back into AdWords for Call Optimisation

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Dynamically created Search ad Extension
(using URL from your site)

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Bad keyphrases – no negatives

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Bad – PPC localisation
NOTE: new Google layout?

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Bad – guess the keyphrase

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Bad - Irrelevant ads
Or is this “session –
based broad match”?

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Ugly - no PPC conversion tracking

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no ecommerce tracking

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Ugly - Low CTR’s & Quality Scores

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Summary –
Managing PPC - What’s important?
• Quality Score – Google’s measure of relevancy – it affects
your position and how much you pay (eg QS of 8/10 you pays
half as compared with 4/10)
• Click through rate – use good ad copy and ad extensions to
enhance your ad. Pause phrases and ads with a CTR below
<1%, otherwise this drags down your QS
• Position and bidding – you may have to bid lower (cost per
click) and settle for position 3-6 to avoid the bidding war of
position 1-3, where the CPC will be too high!
• Cost per acquisition (CPA) – most sites have a typical
conversion rate of 1%. Your cost per sale or lead will be 100 x
your cost per click – can you afford this?

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Thank you
Ann Stanley
ann@anicca-solutions.com
07930 384443