3. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities
4. Driving Digital Results
For Business Since 2007
50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen
3. Deliver the
ROI
1. Understand YOUR
customer behavior
2.Select the channel
strategy
12. Global expansion
Lots of our customers operate globally and have expanded into new territories working with us.
Customer Areas we run campaigns in
Mountain Store
Hair Transplant Clinic
Golf Holiday Company
Diabetes Management
company
UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA,
SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN
BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN
DIEGO,
LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA
SWEDEN, DENMARK, UK, USA
UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND,
AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE
13. Winner
Best Customer Satisfaction
Award - Google Premier
Partner EMEA Awards
2016
Winner
Mobile Innovation Award -
Google Premier Partner
EMEA Awards 2017
No Agency In Europe Has Won More
Google Awards Than Push
Winner
Mobile Innovation Award -
Google Premier Partner
Global Awards 2017
Winner
Growing Business Online
Award - Google Premier
Partner EMEA Awards
2018
Also the first agency to win a Google award 3 years in a row!
16. Push Analyser
The push analyser puts together reports that would take us 3-4 hours to put together manually.
It saves time analysing and leaves us with more time to actually do work on your account.
20. We Can Help Your Business Grow
Through Multiple Channels
21. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities
22. ■ Structure
■ Budget, Bids and Impression Share
■ Keywords and Matching (including Negatives)
■ Ad Copy
■ Ad Extensions
■ Mobile & Tablet Performance
■ Quality Score
■ Conversions
■ Remarketing
■ Video
■ Other Opportunities
■ Summary
PPC Audit
23. ▪ We have analysed your account from 1 July 2018 to 31 December 2018
▪ The budget spent was : € 4,366.26
Strategy & Structure
24. ▪ Account overview - You conversions are very low and have dropped at significantly high CPA over time.
Strategy & Structure
25. ▪ Keywords have not been separated into different campaigns and ad groups.
▪ This tells us there will be little control over how the budget is allocated.
Strategy & Structure
27. ▪ Within campaign the spend is being dominated by ad groups that are not necessarily your best converting.
Strategy & Structure
28. ▪ Within various ad groups the spend is being dominated by keywords that could be your best converting,
however are not performing due to either low bidding or low brand awareness.
▪ There could be possibility that conversions are not getting recorded correctly.
Strategy & Structure
29. ▪ Various keywords are not able to perform better due to low bidding in place.
Strategy & Structure
30. ▪ Keywords within ad groups do not relate closely enough to the adverts.
Strategy & Structure
31. ▪ Language settings is on English but should be on all languages.
Strategy & Structure
32. Account would perform better with a national / regional structure
Strategy & Structure
33. We structure our accounts to ensure each area has its own set of campaigns, ad groups and dedicated adverts.
Strategy & Structure
34. This allows us to control the budgets, the bids and messaging to create a strong user journey.
Strategy & Structure
35. From keyword to ad to the landing page we want to see locality reflected.
Strategy & Structure
36. We can create dynamic landing pages which reflect the area visitors are from.
Strategy & Structure
37. We have lists of every location in the country to help implement campaigns like this.
Strategy & Structure
38. Budgets & Bids
▪ We are able to see search trends for keywords in any country at any time and can use this to help you plan
your budget and spend for the year.
39. Budgets & Bids
▪ Campaign is not limited by budget however various keywords are limited by bids.
▪ Average positions need to be between 1-3 and are currently 3.7
▪ Bidding is manual in current campaign.
40. Scripts
Save More Than Just Time
Benefits Other Than Time
■ Minimise human errors
■ Analyse more data
■ Deliver better results
■ Create competitive advantage
■ Time to focus on strategy
41. We Use Building Scripts
Build Millions of Combinations
Minimise Problem
■ Millions of people searching in millions of
ways.
Solution
■ Input keyword themes and Script builds every
possible combination.
42. We Also Use Bidding Scripts
Bid Dynamically in Auctions
Minimise Problem
■ Millions of auctions in a very dynamic game.
Solution
■ Scripts are monitor market bids and optimise.
43. Our Quality Assurance Scripts...
… Ensure Things Run Smoothly
Minimise Problem
■ Too many things can go wrong on your website or your adwords account.
Solution
■ Scripts scan the account flagging abnormalities.
44. Optimisation Scripts
Adding/Excluding Keywords
Minimise Problem
■ Wider audiences and keywords
means discovering opportunities but
also accepting wastage.
Solution
■ Scripts include keywords generating
value - excluding keywords creating
wastage.
46. Geographical Targeting
▪ We can also bid separately for cities and locations where you convert better and even create
separate campaigns for them.
47. We can bid more aggressively
towards age & gender
48. Affinity Audiences for search
( Detailed Demographics)
▪ Detailed demographics is available for search now. They identify lists of people based on different categories.
49. In-market audiences for search
▪ In-market audiences are now available for search. They identify lists of people based on their behaviour.
50. Sizes of our accounts
▪ When managing large accounts with lots of products you need the right tools and software as it’s difficult to
manage these things manually.
Customer Campaigns Ad Groups Keywords Ads Monthly Spend
Personalised
Gifts Company
17 173 6029 261 £50,000
Barriers &
Bollard Company
54 868 9505 3640 £45,000
Covers For Sofas
Company
27 57 65 62 £1500
Golf Holidays
Company
74 8581 42044 56269 £100,000
51. Impression Share
▪ We would always aim to have a percentage of 80% or above.
▪ Your impression share was 53.25%
52. Keywords
Keyword Match Type No. Of Keywords
Old Style Broad Match 0
Modified Broad Match 2
Phrase Match 88
Exact Match 0
Total 90
53. Keywords
▪ The Push analyser allows us to look at the match type performance and make decisions based on the
conversion data.
67. Negatives
▪ It’s crucial to continually add negatives to your campaign otherwise your budget will be spent on irrelevant keywords.
▪ There are only 6 negatives in place.
68. We use a variety of reports
to reduce wastage
The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.
70. Customer No. Of Keywords
Ironmongery
Recruitment
Law
Cottage Holidays
Software
Models
Currency Exchange
Weight Loss
Forklift Hire
Furniture
Hair Transplants
Personal Training
No. of Negatives
2637
1515
988
78877
40171
3980
3627
1544
6979
599
2433
5809
594
828
387
28972
11129
1804
1490
1426
2481
340
3387
9438
Typical Number of Negatives
71. Ad Copy
▪ Ads are being split test across most of the ad groups within one campaigns but rotation settings are not set to
rotate ads evenly.
▪ To improve optimisation, the lesser performing ads should be paused and a newer ad created based on the best
performing ad
72. Ad Copy
▪ Your ads can be made larger as Google have introduced an extra headline and description line to their ads.
73. Ad copy analysis simplified
with Push analyser
▪ The push analyser can be used to show us when there is a difference between the click through rates of ads.
75. Structured Snippets highlighting specific aspects of your products and services
Price Extensions showing your prices on a mobile device
Message Extensions allow customers to message you via SMS
Site Links showing other pages on your website
Call Extensions showing your phone number
Location extensions showing your location
Callout extensions list other key USP’s
Ad Extensions
76. Ad extensions
. ▪ You are using automated extensions with dynamic callouts , sitelinks and structured snippets.
▪ You are missing on all customised extensions and should be implemented for better customer engagement.
86. Quality Scores
▪ The quality score measures, how well visitors search terms match up to your adverts and onto your contents
website.
▪ Good quality scores can be rewarded with cheaper costs per click.
▪ The Push analyser tool can be used to show keywords with quality scores below 5. The account quality score
averages at 7.10
87. Conversion
▪ The most important measure for any campaign is looking at the number of leads/sales coming through and at
what cost.
▪ Conversion tracking is set up and is recording contact forms through website sign ups.
▪ You should also consider setting up tracking for calls from ads, calls from website and chat messages.
88. We place the call tracking
code on the website.
The code recognises when a
person visits the website via a
PPC advert and the number
dynamically changes.
If a visitor calls the number we
can then track which keyword
led to the call.
1 2 3
We use call tracking to improve
marketing effectiveness
89. We use a variety of intelligent
conversion reports
▪ The push analyser show us the exact phrases that lead to the conversions and we can add them as keywords to
the relevant campaigns.
91. Variables that can affect your
CPC & Conversion Rate
Websites structure
Website content
Products /pricing
Product feed
Bids set on the account using intelligent solutions
Quality score from Google through optimisation
Click through rates of your ads through ad testing
Impact of ad extensions on your adverts
through testing
Economic changes
Competitors adjusting their bids /ad copy / pricing / offers
Google’s algorithms
Inflation of CPC’s on the Google AdWords platform
Internal changes to the Google platform and policies
New Beta’s/features
Changes to the Google.com search page
Seasonality
Weather
Your audience behavior
World events – World cup etc.
Things you can impact
Things we can impact
Out of our control
95. Smart display
▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control
bids, targeting and ad testing.
▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the
CPA for some of our customers.
96. Responsive ads
▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.
97. Enhanced CPC for
Conversion Value
■ Now Google have introduced enhanced CPC for conversion values on the beta program.
■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value
attributed to their conversions.
103. Video Remarketing
The number of views
How long people
watch the video for
The number of clicks from
the video to the website
We can measure:
Video remarketing has very cheap costs per click.
104. Exit Overlays
We employ exit overlays on pages to persuade customers to
engage with you before leaving the website.
B2C
108. Summary – What’s next
▪ Campaigns structure is very simple so far and should be revised if you want to have control over how your budget
is spent and want to drive more quality enquiries.
▪ National and regional campaigns should be separate to engage and attract more customers.
▪ More intelligent bidding techniques should be tested such as bidding by time of day, demographic, location, in
market audiences and target ROAS.
▪ Negatives should be on the top priorities.
▪ Ad copy should be tested with ads being rotated evenly to have fair split test.
▪ There should be a mobile and tablet bidding strategy.
▪ You must invest in brand awareness through display and video marketing
▪ Once we engage our audience and have a great customer base you should test remarketing separately for search
and display.
110. Our strategy development team will
arrange an initial call to discuss the
next steps and ensure they fully
understand your business objectives.
What
happens next
111. What happens next
An account plan is created and approved before we built or optimise the account.
113. What happens next
We work with you to get tracking, reporting and the Push analyser set up
114. What
happens next
Based on your plan we build new
AdWords campaigns and/or optimise
your existing campaigns.
115. What happens next
Before you go live you will have a call
with your Strategy Development
Manager and your new account
manager.
There will be a screen share and they will
take you through the all the work that’s
been done to check you are happy.
116. New accounts need lots of love and our teams work together
to ensure we find the winning formula to grow your business.
Your account manager, salesperson and strategy
development manager will meet monthly for the first three
months to review your account together and update you on
progress.
What
happens next
117. Our commitment
Comprehensive weekly and monthly reports written in a style to suit you.
Performance reviewed and improved on a daily basis.
Dedicated certified account manager.
Agree clear goals with you each month.
We take responsibility for the final result (not just the traffic!)... Sales, tel calls etc
118. Your commitment
Understand that campaign improvements can take time.
We need a minimum 3-4 month commitment.
Provide us with feedback on sales uplifts, lead quality
and any other measure that is relevant.
Treat us as part of the team. We’re here to help.
120. £997
■ Unique Push PPC strategy overseen by a team with over
20 years PPC experience (worth £750)
■ Account build/ optimisation by Google Certified Professional with
up to 50 steps completed
■ Check/ Implement conversion tracking including call tracking (worth £100+)
■ Boost conversions with our exit overlay (worth £291)
■ Free Google Ads voucher for new accounts (worth £75+)
Reduce your cost per acquisition
through our Push analyser
software
Conversion Booster
Wastage Reduction
Ad Performance Testing
New Keyword Discovery
Quality Score Optimsation
PPC Set Up
Push PPC set up includes
Push Push Analyser
Includes set up on
One off cost
+ Vat
121. £2997
■ Google Ads campaign management (includes Google Shopping)
■ Bing ad campaign management (includes Bing Shopping)
■ Display network targeting
■ Native advertising
■ Video advertising
■ Remarketing, search remarketing, video remarketing, dynamic remarketing
■ Face to Face quarterly business reviews
■ Bespoke Report Dashboards
■ Bespoke Script Dashboards
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier
Push PPC Premier offers all Google Ads
features including:
Push Push Technology
Ad spends up to £30,000
+ Vat
122. £1997
■ Google Ads campaign management (includes Google Shopping)
■ Bing ad campaign management (includes Bing Shopping)
■ Display network targeting
■ Remarketing
■ Search Remarketing
■ Video Remarketing
■ Dynamic Remarketing
■ Segmented customer audience list creation
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Plus
Push PPC Plus offers all Google & Bing Ads
features including:
Push Push Technology
Ad spends up to £20,000
+ Vat
123. £1497
■ Google Ads search & shopping campaign management
■ Bing Ads search & shopping campaign management
■ Remarketing (with Google Banner Advertisements)
■ Segmented customer audience list creation
■ Performance reviewed on a daily basis
■ Dedicated certified PPC account manager
■ Comprehensive reports written in a style that suits you
All Push customers have access
to our unique technology (worth
£597)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Form
PPC
Push PPC offers all Google & Bing Ads
features including:
Push Push Technology
Ad spends up to £15,000
+ Vat
124. Push PPC
Google & Bing search
& shopping campaigns
Remarketing
Does not include
Display Advertising
Does not include
Native Advertising
£1497
Monthly Report
Push PPC Plus
Google & Bing search
& shopping campaigns
Remarketing
Display Advertising
Does not include
Native Advertising
£1997
Monthly Report
Push PPC Premier
Google & Bing search
& shopping campaigns
Remarketing
Display Advertising
£2997
Monthly Report
Native Advertising
125. £997
■ Account build/ optimisation by Facebook specialist with
over 50 steps completed
■ Unique Push social strategy overseen by a Facebook specialist
■ Check/ Implement conversion tracking including call tracking
■ Integration with ROI hunter to maximise catalogue sales
Reduce your cost per
Acquisition through our
ROI Hunter software
Conversion Booster Wastage
Ad Performance Testing
New Persona Discovery
Improve Ad Relevancy
Facebook Set Up
Push Facebook set up includes
Push ROI Hunter
Includes set up on
One off cost
+ Vat
126. £2997
■ Sophisticated Facebook Ads Strategy
■ Audience Prospecting
■ Advanced Audience targeting
■ eCommerce Funnel
■ Acquisition campaigns
■ Remarketing/Dynamic Remarketing
■ Lead Generation Chatbot
■ Access to daily dashboard
■ Push proprietary software license
■ Weekly account management call
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
Social Premier
Push Social offers all the Facebook &
Instagram Ads features including:
Push Push Technology
Ad spends up to £30,000
+ Vat
127. £1997
■ Sophisticated Facebook Ads Strategy
■ Audience Prospecting
■ Advanced Audience targeting
■ Acquisition campaigns
■ Remarketing/Dynamic Remarketing
■ Access to daily dashboard
■ Push proprietary software license
■ Weekly account management call
All Push customers have access
to our unique technology (worth
£297)
Push Proprietary software
Push creative team
Daily Dashboard
Analysis & weekly reporting
Social +
Push Social offers all the Facebook &
Instagram Ads features including:
Push Push Technology
Ad spends up to £20,000
+ Vat
128. £997
■ Strategy consultation
■ Remarketing/Dynamic Remarketing
■ Advanced Audience targeting
■ Access to daily dashboard
■ Push proprietary software license
■ Weekly account management call
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
Social
Push Social offers all the Facebook &
Instagram Ads features including:
Push Push Technology
Ad spends up to £10,000
+ Vat
129. £997
Lead Generation - £1000
Product selection - £2000
Bespoke Chatbot Marketing - £5000
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
Bots
Push Bots for Facebook come with one of
the following three options:
Push Push Technology
+ Vat
