SearchLeeds, Arianne Donoghue 'PPC hacks to help you optimise like a boss'
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Arianne Donoghue is a Digital Marketing Manager at Icelolly.com. Having started off her digital career client side in 2006, she’s worked for both agencies and brands in-house, specialising in search. She is now back client side delivering paid media digital strategy for leading holiday comparison site icelolly.com
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SearchLeeds, Arianne Donoghue 'PPC hacks to help you optimise like a boss'
- 7. @ariannedonoghue We’regoingtocover… Things You Can Do Right Now Future Changes You Should Prepare For
- 9. @ariannedonoghue Testing We should ALWAYS be testing. How do we make sure we’re doing it properly?
- 12. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Does this test have >95% confidence? 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99% Yes Ad Copy 2 1,957 80 4.09%
- 13. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Does this test have >95% confidence? 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99% Yes Ad Copy 2 1,957 80 4.09% 92% - No
- 14. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Let’s compare it to a similar test 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99% Yes Ad Copy 2 1,957 80 4.09% 92% - No 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,554 123 4.82% Yes Ad Copy 2 2,446 93 3.80%
- 15. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Let’s compare it to a similar test 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99% Yes Ad Copy 2 1,957 80 4.09% 92% - No 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,554 123 4.82% Yes Ad Copy 2 2,446 93 3.80% 96% - Yes
- 16. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! What about a test with nearly twice the volume? 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99%Yes Ad Copy 2 1,957 80 4.09% 92% - No 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 4,026 190 4.72% Yes Ad Copy 2 3,930 159 4.05%
- 17. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! What about a test with nearly twice the volume? 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 2,043 102 4.99%Yes Ad Copy 2 1,957 80 4.09% 92% - No 4 Week Test Impressions Clicks CTR Winner Ad Copy 1 4,026 190 4.72% Yes Ad Copy 2 3,930 159 4.05% 93% - No
- 18. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Last one – is this >95%? 7 Week Test Impressions Clicks CTR Winner Confidence? Ad Copy 1 35,062 1,677 4.78% Yes 95% Ad Copy 2 34,938 1,578 4.52%
- 19. @ariannedonoghue StatisticalSignificance Let’s challenge our assumptions! Last one – is this >95%? 7 Week Test Impressions Clicks CTR Winner Confidence? Ad Copy 1 35,062 1,677 4.78% Yes 95% Ad Copy 2 34,938 1,578 4.52% 95% - Yes
- 20. @ariannedonoghue HowShouldYouTest? Rotate evenly Only change ONE thing Test systematically & iterate For ads, create a testing matrix For ads, test between 2-4 variations Struggling for ad ideas? Use a cheat sheet or infographic! Check the significance before moving on
- 23. @ariannedonoghue Adwords&Analytics • Use almost any data field or metric from GA – creates lists for Search & Similar Users Display lists • Use Custom Dimensions – great for RLSAs • Ecommerce business? Try Smart Lists!
- 24. @ariannedonoghue AudienceInsights • Once your lists are in Adwords, use them for additional insight – great for Display campaigns & granular targeting
- 25. @ariannedonoghue AudienceInsights • View changes in list size • See how many ad groups are using that list/segment • Understand how key different segments are for you
- 26. @ariannedonoghue Adwords&Email Alongside Facebook’s Custom Audiences, you can use Google’s Customer Match Lists can be used in Search, YouTube & Gmail Similar Audiences also created (you get Audience Insights too!) • High value/most loyal customers • Specific products • Lapsed customers Ideas for use: Use with custom bids & ads Don’t oversegment – you need minimum audience sizes
- 27. @ariannedonoghue Adwords&Facebook • Use campaign demographics to inform Adwords audiences • Facebook Audience Insights • Device insights • Custom Audience insights • and more!
- 31. @ariannedonoghue QualityScoreAnalysis 1. Expected CTR-> Bid/Ad Copy problem 2. Ad Relevance-> Ad Copy problem 3. Landing Page Experience> Landing Page problem Insight available @ keyword level
- 32. @ariannedonoghue QualityScoreAnalysis Bing allow to include keyword attributes within reports. Google don’t – so how do we get the data?
- 33. @ariannedonoghue QualityScoreAnalysis–usingascript 1. Paste script into Adwords 2. Authorise it 3. Schedule it to run 4. That’s it! We’ve amended the script to pull in click data that we use to prioritise our actions.
- 34. @ariannedonoghue QualityScoreAnalysis–theoutput Keyword Match Type QualityScore Expected CTR Ad Relevance Landing Page Experience cheap holidays Exact 10 Above average Above average Above average last minute holidays Exact 10 Above average Above average Above average +holidays Broad 10 Above average Above average Above average holidays Exact 10 Above average Above average Above average +cheap +holidays Broad 9 Above average Average Above average cheap holidays 2016 Exact 10 Above average Above average Above average +inclusive +holiday Broad 10 Above average Above average Above average +all +inclusive Broad 10 Above average Above average Above average +cheap +holidays +june Broad 10 Above average Above average Above average holidays 2017 Exact 10 Above average Above average Above average +cruise Broad 8 Average Above average Above average cancellation holidays Exact 10 Above average Above average Above average discount holidays Exact 10 Above average Above average Above average 1. Priority – Keywords that spend >£100 2. Secondary – Clicks >200/Impressions >2,000 3. Tertiary – Landing Pages Choose your own priorities based on your own campaign performance!
- 35. @ariannedonoghue OtherScriptIdeas • Quality Score tracker • 24 Hour Bidding Schedule • Automatically add new [keywords] as negatives in broader campaigns • Link Error Checking • Weather based bidding • Comparing paid with organic rankings • SQR new keyword build sheet (working on this one) • Competitor Monitoring (working on this one) Check resources for more ideas & scripts to implement
- 40. @ariannedonoghue ExpandedTextAds • Prepare, prepare, prepare – even if you’re not in the Beta • Test longer headlines by ending DL1 with a “.” • Conduct detailed testing on existing ads – Break out key phrases, CTAs and value propositions – E.g. does “cheap” resonate better than “millions”? • Create upload sheets ready for the transition
- 41. @ariannedonoghue DeviceBidAdjustments • Specific tablet & computer modifiers are coming! • You can set any device as your base bid • You’ll be able to bid up to +900% 1. Decide if you want to change anchor 2. Work out your tablet & mobile modifiers 3. Use a bid management tool? Don’t put your changes live until you know the platform supports them
- 42. @ariannedonoghue OtherUpcomingChanges • Demographic Targeting for Search • Similar Audiences for Search • Native ads on GDN • Promoted Pins on Google Maps Use existing Gender/Age audiences to evaluate performance (0% bid adj.) Use remarketing lists to augment this Use paid social data for further insights
- 44. @ariannedonoghue Talkingofchange Paid Search – Google & Overture Paid Search – 3 search engines Display – the rise of RTB & auction based media, incl retargeting Mobile Social Media & the advent of paid social ads More complexity within search & the increased use of automation …this isn’t even everything!
- 45. @ariannedonoghue GrowYourSkills What else can you learn to either help you specialise or diversify?
- 49. @ariannedonoghue LearntoCode–OnlineCourseProviders • Codecademy – lots of free courses with premium content • Treehouse – free trial of TechDegree courses • Codeschool – 10 introductory courses – then a paid plan • Udacity – free courses & paid NanoDegrees
- 50. @ariannedonoghue A/BTesting • Infographic – 26 Ideas For Testing Your PPC Ads • Ad Testing “Game” • VWO A/B Testing Significance Calculator (Excel Spreadsheet) • The Ultimate PPC Ad Copy Cheat Sheet • PPC Testing Using An Ad Matrix
- 51. @ariannedonoghue AdwordsScriptResources • Quality Score Components Script • Quality Score Tracker • Free Adwords Scripts • 100 Adwords Scripts You Should Be Using