Presentation delivered at Search Elite, London, May 2017 on the topic of spending money on PPC ads in a more effective way and to avoid methods that waste advertising spend.

1. DON'T WASTE MONEY ON PPC
JIM BANKS
CEO
SPADES MEDIA

3. DRINKS ARE COMING SOON..

4. PROMISE..

5. I WANT TO CLEAR UP THE CONFUSION

6. @jimbanks #thesearchelite

7. @jimbanks #thesearchelite

8. TWITTER VERIFIED BADGE
cc: Kooroshication - https://www.flickr.com/photos/50704267@N06

10. 10 "TAKE IT TO THE BANK"
TAKEAWAYS
@jimbanks #thesearchelite

11. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

12. VALUE TRACK PARAMETERS
@jimbanks #thesearchelite

13. USE ON
• Google Adwords
• Google Display Network
• Google Shopping
• Bing Ads
• Yahoo Gemini
@jimbanks #thesearchelite

14. @jimbanks #thesearchelite

15. HTTPS://GOO.GL/UIUITR
cc: Sørn - https://www.flickr.com/photos/10879778@N05
@jimbanks #thesearchelite

16. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

17. cc: JD Hancock - https://www.flickr.com/photos/83346641@N00
This Guy…….

18. BIG DATA
cc: JD Hancock - https://www.flickr.com/photos/83346641@N00

19. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

20. cc: Marcin Wichary - https://www.flickr.com/photos/8399025@N07

21. FACEBOOK ANALYTICS
• You Don't Need To Advertise On
Facebook
• You Can Get REAL TIME Conversion
Data
• Acxiom 3rd Party Data For More
Insight@jimbanks #thesearchelite

22. @jimbanks #thesearchelite

23. HTTPS://ANALYTICS.FACEBOOK.COM
@jimbanks #thesearchelite

24. cc: MiriaGrunick - https://www.flickr.com/photos/73386525@N06

25. @jimbanks #thesearchelite

26. TABS (POSSIBLY LABS)
• Tabs For Audiences
• Labs For Automatically Added
Features
• Not Everyone Has, So Use
Them@jimbanks #thesearchelite

27. cc: Monceau - https://www.flickr.com/photos/60139144@N00

28. AUDIENCES
cc: LeWeb14 - https://www.flickr.com/photos/86704644@N00

29. TYPES OF AUDIENCES
• Include
• Exclude
• Behaviour
• Event Based
• Remarketing
@jimbanks #thesearchelite

30. MY "FAVOURITE" AUDIENCES
• All Users - 30 Days
• New Users - 30 Days
• Returning Users - 30 Days
• Past Purchasers - 30 Days
• Smart List - 30 Days
@jimbanks #thesearchelite

31. cc: christophe.benoit74 - https://www.flickr.com/photos/134859971@N02

32. cc: Joe The Goat Farmer - https://www.flickr.com/photos/132604339@N03

33. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

34. LABEL EXCESSIVELY
cc: Allspire - https://www.flickr.com/photos/81132162@N03
@jimbanks #thesearchelite

35. WHY I LOVE LABELS
• Unorthodox Grouping
• Site Agnostic
• Reporting
• Can Name Campaigns Something Sensible
• Toggling In Adwords Editor
cc: www.karlocamero.com - https://www.flickr.com/photos/10408648@N05
@jimbanks #thesearchelite

37. DUMB COMPETITORS

38. @jimbanks #thesearchelite

39. @jimbanks #thesearchelite

40. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

41. CROSS DEVICE TRACKING
cc: lukew - https://www.flickr.com/photos/65046527@N00

42. FACEBOOK FIRST
• Almost 2 Billion Users - Always
Logged In
• Google Getting Better From May 15th
- Update Privacy Policy
• Mobile "Assists" A Lot Of Conversions
@jimbanks #thesearchelite

43. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

44. DYNAMIC SEARCH ADS - DSA
cc: JD Hancock - https://www.flickr.com/photos/83346641@N00

45. HOW I USED TO PICTURE A DSA ADVERTISER
cc: Nicholas Lativy - https://www.flickr.com/photos/15101876@N00

46. WHEN TO USE DSA
• Strapped For Time
• Discovery Mode
• Robust Keyword Infrastructure
@jimbanks #thesearchelite

47. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

48. cc: Gerard Stolk (vers l'Ascension) - https://www.flickr.com/photos/20762304@N00

50. WHY WE LIKE BING
• Most Advertisers Laugh About It
• We Played Around With It
• AOL - Skype -Firefox -Windows
10 - Yahoo - Gumtree
• 20% UK Market Share
@jimbanks #thesearchelite

51. DON'T DO THIS WITH BING
• Import From Google & Leave Settings
The Same
• Assume That Match Types Are The
Same As On Google
• Tell Anyone Else
@jimbanks #thesearchelite

52. cc: Leo Reynolds - https://www.flickr.com/photos/49968232@N00

53. cc: HowardLake - https://www.flickr.com/photos/53941041@N00

54. OTHER ITEMS I WANTED TO DISCUSS
• Attribution - Always Use Adwords
Conversion Tracking
• Adwords Scripts
• Ad Extensions
• Customer Match
@jimbanks #thesearchelite

55. AND EVEN MORE ITEMS
• Ad Customizers
• Business Data
• Mobile
• Bid Management
• Data Import
• Tools
@jimbanks #thesearchelite

56. THANKS!cc: Stuck in Customs - https://www.flickr.com/photos/95572727@N00
jim.banks@spadesmedia.com
Tel: 01932 478014
Twitter: @UKSpadesMedia or @jimbanks