The document provides tips and best practices for pay-per-click (PPC) advertising. It recommends defining goals, tracking all costs, using tag management solutions, enhanced ecommerce in Google Analytics, and understanding how different ad platforms work. Key tips include focusing on the top 10% and bottom 10% of terms, using custom segments and reports in analytics, remarketing, building funnels, and leveraging different platforms like Facebook, Google Display Network, YouTube, and more. Lastly, it suggests tools to use and exploring new platforms like Pinterest, Instagram, and live streaming services.

1. Global Head of Biddable Media
Cheapflights.com – part of the momondo group
Jim Banks

3. PPC Best Practise
• Getting to your bottom 10%

4. A little about me
• Born in Scotland
• Grew up in Hong Kong
• Featured on sexiestmanalive.org
• Spy

5. My tips to the top (or bottom) 10%
• Define macro and micro goals
• Import ALL your costs to Google Analytics
• Use a tag management solution – Google Tag
Manager is free
• Use Enhanced Ecommerce in Google Analytics
• Low Quality Score = Poor user experience

7. The 10/80/10 rule
• Your success will come from your top 10%
• Your screw ups will come from your bottom
10%
• These normally cancel each other out
• The 80% in the middle just washes its face

9. • If you don’t understand how the following work, then
don’t use them :
– Google Display Network
– Remarketing Lists for Search Ads
– YouTube Ads
– Google+ Post Ads
• Performance from advertisers using them is polarized
• But, you MUST learn Product Listing Ads and Feeds

10. Your primary objectives
• NOT to spend less money
• To be able to spend MORE
• Dominate your prime (money) terms, even if you
need to loss lead them
• Halo effect of PPC and SEO together can be huge

11. Setting up control ads
• Test them on a like for like basis
• If you daypart, then daypart your control vs.
test

12. Dayparting best practise
• Run different ads at different times of day
• Morning ads
• Afternoon ads
• Evening ads
• Weekend ads
• Change the tone and urgency based on the scenarios you are
running
• Predict which device is being used – calls/carts

13. Bid pricing best practise
• Blended eCPC
– CPA
– CPI
– CPS
– CPL
• ALL can be changed to one common metric

14. Analytics
• Get good at it, or hire someone to do it
• Custom segments
• Custom reports
• Ask your data questions
• Don’t build shitty dashboards

15. Data layer
• 20 custom dimensions
– Existing vs. New, Bought once vs. multiple times,
Spent more than $100
• 20 custom metrics – numeric – LTV, times
visited
• Remarketing hooks

16. Build cool funnels
• Time on site – more than x, less than y
• Added to cart – drop off points
• Started checkout
• Bought once, bought many times, sale conscious
• Socially engaged – liked your stuff, shared your stuff
• Logged in – it’s about users, not devices
• Visited Y times – loyalty works
• Remarketing hooks
• YOU CAN’T HAVE ENOUGH CUSTOM SEGMENTS

17. Demographics
• Age, sex, location
– 18-24 / 25-34 / 35-44 / 45-54 / 55+
– Male /Female
– Living in Vegas

18. Psychographic information
• Interests
• Affinities
• Likes
• Fans
• Remarketing hooks
• What makes them tick

19. Audience mobility
• Your audience will use more than one
platform
– Bring your Facebook audience to Google
– Bring your Google audience to Facebook
• Custom segments using source or url data

22. Platform choice
• Each ad platform has opportunities to exploit
– Facebook = lots of mobile
– Google Display Network = graphical ads and dynamic ads
– YouTube = competitor companion ads
– Twitter = MUST daypart
• Paid social can be very hit and miss – they are learning
with your money

23. Platform features
• Most advertisers use less than 50% of features available
• Ad customizers
• Sitelinks
• Callout extensions
• Review extensions
• Call only ads
• Countdown

24. Ad Customizers

26. Tools you can use
• Market Samurai - http://bit.ly/mktsamurai2
• SEMrush – http://bit.ly/1hMFvUF
• Adbeat - http://bit.ly/adbeat2
• WhatRunsWhere - http://bit.ly/wrw-tgretail
• Vidiq – http://bit.ly/vidiq-tgretail15

27. Last few items
• Pinterest – great for ecommerce
• Instagram – great for ecommerce
• Periscope and Meerkat will be game changers
• Hashtags can also be keywords on PPC
• Build custom audiences on Google, Twitter and
Facebook

29. Thank You
Reach out to me :
Twitter - @jimbanks
Phone : +1 (347) 674-5789
Email : Jim.Banks@cheapflights.com