Getting More Bang for your Buck in PPC Advertising

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Private and confidential
Future Proofing Your Digital Marketing
Strategy
________________
Getting more “bang for your buck...

lauren.capon@impression.co.uk
Who Am I?
Senior PPC
Exec
Europe’s
Best Small
PPC Agency
2017
UK Biddable
Media Awards
“Risi...

lauren.capon@impression.co.uk
What is PPC?
“Pay-per-click (PPC), also known as cost per click (CPC), is an
internet advert...

Instant Measurable Ever-Changing
lauren.capon@impression.co.uk
Why PPC?

lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
many sectors
Fast...

lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
many sectors
Comm...

lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
the majority of s...

How does it all work?
Where and how to apply your
advertising budget
Channel
Selection
Amazing
Audiences
Powerful
Data
1 2...

hello@impression.co.uk
SEARCH
1Channel Selection
SOCIAL
Reach your target audience on
social media
Get in front of your ta...

hello@impression.co.uk
1Channel Selection
Users are actively
looking for your
product / service
Users are not
actively loo...

Apply budget on
a priority basis
hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression...

“But who?”
How we target audiences, and how to
use them most effectively
hello@impression.co.uk
Channel
Selection
Amazing
...

Audience creation
hello@impression.co.uk
2
Demographics
– Age
– Gender
– Location (granular)
Characteristics
- Avid invest...

hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@imp...

hello@impression.co.uk
Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composit...

Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Educ...

Facebook Ad Testing
hello@impression.co.uk
2
Bespoke video anim VS Designed ads VS User-generated
content
Creative testing...

hello@impression.co.uk
Promote content your
potential customers will enjoy
www.impression.co.uk/uon-april/hello@impression...

hello@impression.co.uk
AWARENESS
2Facebook Audience
Funnel
INTEREST ACTION LOYALTY
www.impression.co.uk/uon-april/hello@im...

hello@impression.co.uk
2Audience Funnel
AWARENESS
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.u...

hello@impression.co.uk
2Audience Funnel
INTEREST
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk...

hello@impression.co.uk
2Audience Funnel
ACTION
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/u...

hello@impression.co.uk
2Audience Funnel
LOYALTY
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/...

hello@impression.co.uk
2Retargeting
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/la...

hello@impression.co.uk
2Retargeting http://whoisretargeting.me/
www.impression.co.uk/uon-april/hello@impression.co.ukwww.i...

If I’ve already paid to get a user on
my site, why would I pay again?
hello@impression.co.ukwww.impression.co.uk/uon-april...

hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@imp...

EXAMPLE
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impression.co.uk/uon-april/hello@im...

EXAMPLE
177
new leads
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impression.co.uk/uon-...

EXAMPLE
71%
decrease
cost per lead
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impressi...

EXAMPLE
71%
decrease
cost per lead
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
172
addition...

EXAMPLE
Increases
conversion rate and
repeat purchases
71%
decrease
cost per lead
172
additional
assisted
conversions
177
...

Delicious data
How data powers every part of PPC, from
ad creation to lead quality
hello@impression.co.uk
Channel
Selectio...

hello@impression.co.uk
3Powerful Data
… which device?
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression....

hello@impression.co.uk
3Powerful Data
… which day of the
week / hour of the
day?
www.impression.co.uk/uon-april/hello@impr...

hello@impression.co.uk
3Powerful Data
… what query did the
user type in?
www.impression.co.uk/uon-april/hello@impression.c...

hello@impression.co.uk
3Powerful Data
… what query did the
user type in?
“i can’t afford to
empty my cesspit”
www.impressi...

hello@impression.co.uk
N-GRAM
ANALYSIS
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april...

hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@imp...

hello@impression.co.uk
3Search queries
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april...

hello@impression.co.uk
3Call tracking
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/...

Digging deeper
Aside from campaigns, where can we get data from?
hello@impression.co.uk
3rd party CRM Clients
...
www.impr...

hello@impression.co.uk
DON’T BE SCARED OF DATA
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/u...

hello@impression.co.uk
If you’re unsure of a
correlation….
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impres...

hello@impression.co.uk
If you’re unsure of a
correlation….
TEST IT
www.impression.co.uk/uon-april/hello@impression.co.ukww...

hello@impression.co.uk
If you’re sure of a correlation….
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impressi...

hello@impression.co.uk
If you’re sure of a correlation….
TEST IT
www.impression.co.uk/uon-april/hello@impression.co.ukwww....

hello@impression.co.uk
Channel
Selection
Amazing
Audiences
Delicious
Data
1 2 3
- Choose the channels
that are right for t...

Private and confidential 49
Questions?

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