How do you gain control and optimise a keyword that drives over 60% of your revenue? Hannah discusses how segmentation and automation allowed MAG to grow their market share and increase profitability through optimising just one keyword.

1. The Multi Million
Pound Keyword
When 60% of your revenue comes from a single keyword…
what do you do?

2. Hannah Perry
4 years experience
in the PPC Industry
Moved to Wales and started
my career at confused.com
Missed the North too
much and moved back to
join mago.

3. ‘MAG-O is Manchester Airports Group’s own in-house
digital agency, created in response to technology-driven
changes in the way passengers travel’

4. Responsibility has grown…...
Brands we support
Number of products - 8 (parking, lounges, retail, fasttrack etc)
Team has doubled
Number of PPC accounts - 41 (vs 20 last year)
Spent over £7m in FY 19
Different Languages we do PPC in - 8

5. 60%
[Manchester Airport Parking] as a single keyword contributes
of parking revenue
Source: Google Ads

7. What challenges
does that bring?
Lack of control
1. Competition
2. Same message for
everyone
3. Overpaying for position

9. Segmentation
The process of dividing a market of potential customers
into groups, or segments, based on different characteristics.
Source: TrackMaven

10. What could we
segment by?
● Age
● Gender
● Device
● Audience
● Location

11. AGE

14. 18 - 24 Clicks 55 - 64 Clicks

15. How to apply this in Google Ads
1. Split your core term out at ad group level by
google definited age groups
2. Target each group by the specified age
3. Remember to exclude all other ages in the ad
group
4. You will need an ad group for age unknown
Then you are ready to go!

17. We went from 1 to 7 core keywords

18. We started to test lowering
each Max CPC to find the
threshold of position 1.0 for
each different age group

19. 18 - 24 65 or more

20. Results

21. CTR
increased
11%

22. Clicks
increased
43%

23. CPCs
dropped
22%

25. Automation
The technique, method, or system of operating or controlling
a process by highly automatic means, as by electronic
devices, reducing human intervention to a minimum.
Source: Dictionary

27. Bid reduction started Avg CPC vs Prior Period

28. YoY Results
Performance based on [Manchester Airport Parking]

29. Revenue
increased
60%

30. CoS - 29% Cost saving
+£320k*Based on CoS saving vs prior year

32. What next?
Tailoring customer journey by age;
● Landing Pages
● Booking Engine
● Extensions
Move our strategy over to abs top impr share
Try to replicate this strategy on Bing

33. Key Points
1. Segmentation is a great way of gaining control, suitable for any size
business
1. It’s really easy to set up and offers quick wins!
3. Never underestimate the power of ad copy
4. Always check you’re not over paying for position 1.0

34. Questions?