If you're seeing good results from your Facebook and Google advertising, then congratulations! Now the hard work really begins. In this presentation we will share a couple of tactics to scale PPC Campaigns

1. How to Scale PPC
Campaigns
Gianluca Binelli, Booster Box

2. Gianluca Binelli, Booster Box
● 14y experience in online advertising. 6.5y at
Google between Dublin, NYC & London
● Managed Quarterly $XXM in advertising for
Google as part of the SEM in-house team that
promotes Google’s products (in FB, Bing,
Google, Linkedin etc)
● Advisor for Google’s own equity fund Capital G
● Voted 2nd Most Influential PPC Person in 2019
● gianluca@boosterboxdigital.com, @ktzstyle

3. Vertical: reach more of the same kind people
Horizontal: reach different kinds people
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We can scale campaigns in two different directions

4. 4
Hotel Milanese advertises to two main kinds of customer
Isabella
From Tuscany and visiting clients of
her digital agency
Sofia
On holiday from the UK with a bunch
of her millennial mates

5. 5
Vertical: we reach more Isabella's
Isabella
From Tuscany and visiting clients of
her digital agency
Sofia
On holiday from the UK with a bunch
of her millennial mates

6. 6
Horizontal: we start reaching Rahpael’s
Isabella
From Tuscany and visiting clients of
her digital agency
Sofia
On holiday from London with a bunch
of her millennial mates
Raphael
Hipster dad taking his kids on a
Museum tour from Turin

7. Vertical Scaling
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8. Search: start with Exact and BMM Ad Groups
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Keyword
[best hotel milan]
+best +hotel +Milan
Ad Group
EXA_best hotel milan
BMM_best hotel milan

9. Exact: optimise bidding for valuable search
terms > the most clicks at the right price
Search Term
Best hotel Milan
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Keyword
[best hotel milan]
+best +hotel +Milan

10. Keyword
[best hotel milan]
+best +hotel +Milan
BMM is used to fish for new search terms
Search Term
Best hotel Milan
Best hotel in Milan
for meetings
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11. Keyword
[best hotel milan]
+best +hotel +Milan
[best hotel in Milan for meetings]
+best +hotel +Milan +meetings
Create a new EXA & BMM for our new search term
Search Term
Best hotel Milan
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Best hotel in Milan for meetings

12. Keyword
[best hotel milan]
+best +hotel +Milan
[best hotel in Milan for meetings]
+best +hotel +Milan +meetings
Discover even more search terms over time with BMM
Search Term
Best hotel Milan
Hotel with best wifi in Milan
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Best hotel in Milan for meetings
Hotel with best room for meetings
in Milan

13. Isabella searches for more than just our keywords
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Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
Best ppc growth
strategies 2019

14. We wouldn’t normally target some of Isabella’s
broader search terms
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Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
hotel
train to Milan

15. We can combine broad keywords with audience
targeting to reach more Isabella’s
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Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
[hotel]
[train to Milan]
Keyword + In Market
or RLSA Audience

16. Tools > Audience Manager > Audience Insights
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17. Chantelle is in the market for a new suitcase for her tour
of europe before she goes to university.
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18. We can add the “Luggage” and “student loans”In Market
Audience to our broad keywords campaign
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19. Horizontal Scaling
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20. 3 things ways we can reach new people on search
1. New geos
2. New segments
3. Competitors
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21. 3 things ways we can reach new people on search
1. New geos
2. New segments
3. Competitors
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22. Expand to new Geos
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23. How different are our different users?
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● Does Andre use the same search terms as
Isabella?
● Does Valentina spend as much money as
Isabella?

24. Do we need a new account for each geo?
Pros
● Easier reporting
● Easier budget allocation
● Keyword level opti is specific to
the geo
● Targets can be easily adjusted
for the value of the geo
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Cons
● More complexity
● Data more widely distributed
● Takes more time to transfer learning
between accounts (e.g. negative
keywords)

25. 3 things ways we can reach new people on search
1. New geos
2. New segments
3. Competitors
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26. Segments
Product / Service
● hotel
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Customer
● Business traveler
● Groups of millennials
● Bachelor parties
● Events in Town (eg Concerts)
● ...

27. Expand based on Search Term Analysis
Product / Service
● Hotel
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Customer
● Business travel
● Groups of millennials
● Families
“best hotel for families”
“Hotel room with cot”

28. Expand based on external research
Product / Service
● Hotel
● Wedding venue
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Customer
● Business travel
● Groups of millennials
● families

29. 3 things ways we can reach new people on search
1. New geos
2. New segments
3. Competitors
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30. Competitors
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Denise searches for: “Hilton Milan”
Denise wants a hotel
We have a hotel

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32. 32
The Rebound Strategy

33. Competitors Troubleshooting
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Dennis searches for: “Alternatives to the Hilton Milan”
Dennis wants a hotel that is not the Hilton
We have a hotel and we are not the Hilton

34. How to Scale PPC
Campaigns
Gianluca Binelli, Booster Box