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Paid Search presentation esw
- 1. #EcomSW Innovation & Insights to Paid Search October 20th 2016 #EcomSW Tom Sangers @thomassangers
- 2. #EcomSW A little about me... - Head of search at Evosite - Google Certified Partner - Digital marketing expert
- 3. Insight | Innovation | Creative | Journey
- 5. UK media advertising spend
- 6. The value of digital Digital is over £3bn bigger then the next biggest medium
- 7. “The UK will this year become the first year country in the world where half of all advertising spend goes on digital media” Source Internet Advertising Bureau
- 8. Search is worth £3.77 billion
- 9. What problem are we solving?
- 10. Delivering a greater return from Adwords
- 11. #EcomSW Know your objectives and how you measure - 01 CPA (Cost per Acquisition) - 02 ROI (Return on Investment) - 03 ROAS (Return on Ad Spend)
- 12. #EcomSW Know your objectives and how you measure - 01 First Click - 02 Last Click - 03 Attribution Modelling
- 13. #EcomSW Last Click First Click Attribution
- 14. The path to conversion Paid search first click 6,961 Paid search last click 5,354
- 15. “Quality Score is a way of life” Ad rank = Max CPC x Quality Score
- 16. #EcomSW Factors of Quality Score
- 17. #EcomSW CTR (click through rate) #1 Factors of Quality Score
- 18. #EcomSW Keyword match types #2 Factors of Quality Score
- 19. #EcomSW Match types Broad Match: Devon Holiday Cottages Modified Broad: +Devon +holiday +cottages Phrase: “Holiday cottages in Devon” Exact: [Devon holiday cottages] More Volume More Control
- 20. #EcomSW Negative Keywords #3 Factors of Quality ScoreFactors of Quality Score
- 21. #EcomSW Look out for - 01 Recruitment / Jobs - 02 Weather / Maps - 03 Incorrect location searches i.e countries, counties, cities…. - 04 Non related product or service searches
- 22. #EcomSW Keyword relevance #4 Factors of Quality Score
- 23. #EcomSW Text ad relevance #5 Factors of Quality Score
- 24. #EcomSW Landing page quality #6 Factors of Quality Score
- 25. #EcomSW Impression Share #7 Factors of Quality Score
- 27. #EcomSW Time and date #1 Segments and Dimensions
- 28. #EcomSW Search Networks #2 Segments and Dimensions
- 29. #EcomSW Geographic Location #3 Segments and Dimensions
- 30. #EcomSW Mobile / Tablet #4 Segments and Dimensions
- 31. Tablet: CPA £91 Mobile: CPA £75 Desktop: CPA £34 Conversions by device
- 32. PPC best practices Mobile bid adjustment Use of ad extensions Multiple test ads running Network targeting Location targeting Negative keywords
- 33. Innovation in Paid Search
- 34. Customer Match
- 36. Bringing it all together If we can improve you QS by 1 point. Estimated saving £££ QS CPCThis will bring down your CPC x % ROIMore for less
- 37. #EcomSW Final thoughts - 01 Know your objectives and how you measure - 02 know your website and your customers - 03 Have control of the where, what, why, who
- 38. #EcomSW Tom Sangers @thomassangers tom@evosite.co.uk Thank you for your time #EcomSW
Editor's Notes
- A little about me Worked Agency side for the last 10 years.. Delivering search campaigns for brands large and small. Google Adwords certified With this we also have Google with us today and they can be found next to the evosite side, if you have any questions about starting an account.
- So a let's begin … my objectives insightful.. My aim is for you to come away, going well that's a good idea? innovative, i want to be doing that for my business… Creative… bit harder, but hopefully i can influence you with what i am saying and it makes sense. Journey, to take you through the journey of improving your account So let's get going…..
- let's take a look at the Digital Landscape
- The overall market is worth just over 20 billion with Digital 43 % of Spend
- Digital is the biggest medium and £3b bigger the TV
- Marketers love Metrics, ----- KPI, CPA and we love acg Individual to your business but let's take a look at the main ones.
- The aim is to deliver or improve our retun from adwords, so before we look at improving we must know how we measure.
- Is your business Enquiry lead or sales lead, Do you have benchmarks breakeven and are they scalable?
- No reporting is perfect. But it's good to know the types In marketing, we will almost never have perfect 100% attribution (at least as of now). I would recommend that you review the difference between first click and last click and see the difference. You can then ensure that your KPI's align with the realities of your business. A liitle more on Attribution Modelling
- When we visualize that I will talk about the three most popular, as we are a bit short on time So let's make the last slide a bit more visual Last Click: Takes all the Value, Google Analytics First Click: Google Adwords Attribution: Position Based and Time Decay are Attribution Methods Each Touch point get a % of Sale. Equal or Weighted.
- It's not linear and hard to measure people use different searches and different devices. 1607 Difference Paid, Paid Paid, Direct Paid, Organic People may come back to your site 2, 3 , 4 , 5 times by different channels
- 1 - 10 Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your PPC ads perform and how much you pay for each click. It's a score between 1 - 10 on each keyword
- I get asked all the time, whats a good CTR? the truth is there is no exact answer? it is market and keyword depended? Google do say quote 1% I like to aim for 3 - 5% as a average some accounts work on 20% CTR
- I get asked all the time, whats a good CTR? the truth is there is no exact answer? it is market and keyword depended? Google do say quote 1% I like to aim for 3 - 5% as a average some accounts work on 20% CTR
- Match types and your reach is a question you need to consider How Broad is my search volume, if i increase the range will i decrease the conversion?
- So let's take a look using the example formal shoes Exact, Nothing more nothing less. ……...The Sniper Rifle approach Phrase, great for capturing keyword strings .. “how do i do that” Modified Broad greater market reach, but higher level of unwanted traffic coming through Broad, lets just throw everything i have and hope something sticks,
- This leads me nicely onto Negatives and Erroneous Traffic Normally i find a few types again and again, i have broken this down to Recruitment / Jobs Maps Non product related Local, Not local to your business, “I want a dry cleaner in Scotland” and you are matched on Dry Cleaner but you are in bristol, you are not going to that business.
- If you have any further questions, i can be found on the Evosite stand next to Google
- When I talk about keyword relevance I talk about relationships The relationship from your Ad to Keyword Ad to Ad group to Campaign. You do not want 100s of keywords in 1 ad group, because how can 1 ad be relevant to 100 keywords, it simply can't work, and as relevance is an important factor of QS this will bring down your averages, increasing your CPC What you need is a flow of ad to keyword to ad group, great theming and structure. This gives you control and the ability to make changes because i know what does what.
- So remember that relationship Does my ad match or contain my keyword, Currency Exchanges example So then we can look at Advanced Bidding strategies
- Ok so it's not just about my keywords A great user experience and website is also an important factor, simply make sure it's relevant to the keyword and remember to deep link. Dont claim to be something you are not or forget to line up the price on your site with your ad. See this time and time again, on my ad is says from 99p, but my landing page says £1.30 or takes me to the wrong page, What is that user going to do, well Bounce There are more presentation on this so want go into much more detail
- This is a metric of your online Visibility Something to Consider Is it better to show 50% of the time on all my keywords or 100% on my best I know which one i will chose.
- Time and Date Do you know your best converting time, When is your business open, if your main action is to generate a call Can I apply a bid modifier during lunch Travel insurance example
- These are the likes of AOL and Ask Normally lower CTR and CPC and conversions than Google, but will be individual to each campaign
- This comes back to knowing your audience Most of my sales happen in the south west I am local business targeting Devon, but the keyword i need are broad, but i need to show local ads. I want to exclude my competitor from seeing i am branding bidding against them.
- Which device converts best, they all work differently and together, Normally you will see something like this, but it is business depended.
- These will all help influence a better CTR, to drive QS to bring you more for less
- if i can improve my account relevance, this will improve my CTR, if i approve my CTR this will improve my QS if i improve my QS i will lower my CPC or be able to show in a higher position. Wow i am suddenly on the path to improving my ROI.
- If you have any further questions, i can be found on the Evosite stand next to Google