Manchester Online Seller Meetup - Ted Parry gave very clear ways to reduce wastage and increase ROI for Google Ads

1. Optimising Search Ad Spend for Success
@
By Ted
Parry

2. CONTEN
T
• Slide 3 : About Me
• Slide 4 : Why Is Optimisation Important
• Slide 5-6 : Keyword Bid Optimisation
• Slide 7-8 : Device Bid Optimisation
• Slide 9-10 : Ad Schedule Optimisation
• Slide 13-14 : Services & Contact Info
• Slide 11-12 : Location Optimisation

3. About Me
2010-2013 2013-2014 2014–2015 2015-2016
LJMU Uni
1st
Ba Hons
Marketing
Code Computer Love
Search & Media Exec
JD Williams
Online Advertising
Co-Ordinator
Paid Search
Main Skills
Kitbag
Digital Marketing Exec
Amore Digital
Freelance
2016-Present
Other Great Brands
I Have Worked On
Google
Shopping
Remarketing Paid Social

4. Why Is Optimisation Important?
4
Knowing what to optimise and how to
optimise, gives you more control over your
budget and helps your business capitalize on
opportunities.
Push In Profitable Areas
I tend to find the vast majority of retailers are
un-aware of all the levers that can be pulled
thus tend to waste A LOT of spend.
Cut Out Wasted Spend
Any time the competition aren’t doing any
optimisation, it just means that you can push
your CPCs higher and force them out of the
auction, as you are spending more efficiently.
Edge Out Competitors
01
02
03

5. Keyword Bid
OptimisationWhat Is It?
Keyword Bid Optimisation is basically changing your keyword bids
(max cost per clicks) so you sit within the most profitable position for
that term.
It’s one of the most important aspects of optimisation as keyword
performance can fluctuate quite quickly, and you need to take
advantage of trends.
Cookware Example:
Frying Pans – Spend £100. Revenue £400. Pos 4. Max CPC £0.40
Baking Dishes – Spend £400. Revenue £200. Pos 1. Max CPC £1.00
?

6. Keyword Bid
OptimisationHow To Do It
1. Figure out your target cost of sale (spend/revenue) or cost per
customer (spend/sales).
2. Go to the keywords tab on AdWords and select edit and
download spreadsheet (ensure you have selected a long enough
date range, 30 days is normally enough).
3. Sort spend from highest to lowest (so you are optimising keywords
with enough data).
4. Analyse your keywords in a variety of ways:
a) High Spend No Conversions – Lower Bid
b) Low Position But Converted – Push Bid
c) Important Keyword but Low Position – Push Bid
d) High Spend, Low Revenue – Lower Bid

7. Device Bid Optimisation
What Is It?
Device bid optimisation, is when you analyse how your various
devices are performing (inc Computer, Tablet and Mobile) and
adjusting your bids to match performance.
Many retailers have not analysed and could be wasting spend on
platforms such as mobile, especially if there is no mobile friendly
website.
Device Example:
?

8. Device Bid Optimisation
How To Do It
1. Navigate to the device section within settings:
2. Click the download icon (again, ensure you have selected the
right day range)
3. For the next step, sort your spend from highest to lowest and use
filters for your devices. Very quickly you will be able to tell where
your efficiencies are and where you are wasting spend.
4. Make the necessary changes, based on your data. I wouldn’t
advise changing campaigns/devices with spend too low.

9. Ad Schedule Optimisation
What Is It?
Ad Schedule optimisation (also know as day parting) is when you
adjust your bids from either -90% to +900% at particular times of the
day.
Useful for retailers, as you may see a spike on the weekend in
conversions and want to take advantage.
Many accounts I have audited have not split this out and are thus
losing out on some important information.
I would advise splitting up by:
• Morning
• Afternoon
• Evening
?

10. Ad Schedule Optimisation
How To Do It
1. Navigate to the ad schedule section within settings:
2. Chances are it looks like the below (no adjustments).
3. Best way is to split it out into segments like the below, this way
you can track which times of day are most profitable:

11. Location Optimisation
What Is It?
Location optimisation is the process of determining which locations
are performing best across your various campaigns. This is useful
information as it may tie into campaigns such as:
• Flyer Drops In Various Locations
• Radio Advertising On Specific Stations
• Local Newspaper Advertising
• Billboard Advertising in Specific Cities
?

12. Location Optimisation
How To Do It
1. Navigate to the locations section within settings:
2. You will most likely just be targeting the United Kingdom.
3. If so a good start is to add in the below cities:
4. Once you start collecting data around this it would be
recommended to check monthly or bi-monthly (depending on
your data) you will then be able to either increase or decrease
certain areas, depending on performance.

13. Services I Offer
13
PPC Management
Manage your paid search
activity with the optimisations
talked around earlier.
Google Shopping
Optimise shopping product
groups, manage bids, feed health
checks and optimisation
Paid Social
I can also manage paid social
activity on Facebook or Twitter.
Account Audits
Review your current account
set up and recommend changes.
Campaign Setups
Set your account up with best
practice in mind and your
revenue targets.
Keyword Research
Helping you find market
volume, estimated costs and
estimated revenues.
Set Up Ongoing

14. Thanks For Listening
ted@amoredigital.co.uk 0750 4929 580
Amoredigital.co.uk @amoredigital