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Things you must get right for a successful Paid Search strategy
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Things you must get right for a successful Paid Search strategy

Is your PPC strategy aligned with your business objectives? Are you monitoring the right KPIs? Are you effectively testing and optimising your campaigns?

WBS will present the essential elements of a successful PPC strategy, based on one of their most recent challenges: building and managing a centralised search hub for a global P&G brand.

Learn how to create an effective campaign structure, track the customer journey and find opportunities to reengage with your prospects. Turn data overload into actionable insights to help you make quick decisions in today’s fast-paced world.

Whether you are running your PPC program in-house, or outsourcing, you will surely benefit from this.

This talk was presented at ad:tech London on 21/10/2014.

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Things you must get right for a successful Paid Search strategy

  1. 1. Things you mLIs't get right for‘ 2. I in SLVCCSSSTLI: ; ':~3:'3.T"'Ci1 s'»': i'a= .'T: ~:-. ~g, I Maria Zafeiridou Christel Magrini Senior Account Manager Senior PPC Manager VS ,7 ii [ | ‘)1 xi “X J T » WEB BEHA‘. ’|ilU| i SPECIALISTS
  2. 2. Things you must get right for a successtul Paid Search strategy Business 3’-? et M S (and «irks, Irategy " ‘Cape De "°? .;4""” EL"? PPC Strategy him ' ”Rlu; ,,yfl'°n Q Y0’-Hbuslnessgoals ~s. -.5w; =:r»m% _ "ma; (‘/9 er p ' ca, 0 . o%rvc, X% / arms ' 5. "’ "M, 5 c; ~=/ »:, T:~ , .,, _r mm »2c, _%: ‘: 11
  3. 3. DIGITAL MARKETING
  4. 4. DIGITAL MARKETIN
  5. 5. Business Strategy Define PPC Strategy based on your business goals What do you want to achieve? How can PPC help reach your goals? How can PPC support other channels?
  6. 6. of companies do not have their PPC channel fully integrated with overall marketing activity Econsultancy, Cross-Channel Marketing Report 2014
  7. 7. Clear PPC Objectives - Conversions: enquiries, leads, sales - Quality website traffic - Brand/ Product awareness - Customer Retention programmes Choose your | (P| s based on your objectives
  8. 8. ~ Target Audience ~ Competition — Industry benchmarks = Seasonality and Trends
  9. 9. Google Search Volume Trends so _ | gardening | kldstoys K 20 Jan 2014 Apr 2014 Jul 2014 Goog| e.com/ Trends
  10. 10. ks nds ‘l| h "QC Q: '60 49 v- ‘la us‘: - I 4 I - Campaign / KW structure - Ad relevance - Ad copy - Queries - Landing page experience - Campaign Parameters - Settings - Bid strategy - Ad extensions
  11. 11. Call: 020 3388 4444 1'3 www. greyhoundcaIs. co. uk/ London Bridge Mini-cab Local Mini-Ceh service for SE1 ‘. cl" Open 24 Hours Call Anytime i Domino's Plzza® Delivery www. dominos. ooml ' Pick Your Pizza, Crust, Toppings 8- Sides for Delivery - All Onlinel Dorrno‘s Pizza has 18,334 loiiowors on Google» Broa; band? :ompafleon (UK) - Cheapest Deals From £2.99 www uswildi oomlaloodbend * 4 9 **‘K** mung for uswilch mm Compare Bruedbnnd Deals Half Price Offers Exdusiv: Deals Compare and Save £2000 Postlnde Check uSWilCl’ has 653 lol owers on Google» I Broadband 5 Home Phone BT Deals From £5 Availability Checker Ta| kTa| k £1 75 Deal 2014 Halloween costumes www lencydreubail on uklflullowuerl v 4 -‘- iv § n i i ll.1VE‘F‘lI"f1l'Ig Halloween comm. For Everyone, Next Day Delivery On All Coemmnl
  12. 12. - Monitoring the right KPls - Step-by-step customer journey tracking - Web Analytics tools - Regular reporting for actionable insights
  13. 13. - Based on your objectives - Focus on your | <P| s - Regular Match types, Bids, Settings, Negatives, user queries, Ads, etc - Importance of Ad Rank
  14. 14. L . , . ... . . _( CI L 1.. ., 1 . Liv. WI! I 1 i . i . .. , i r w r , l_lI , . I .1 . n. 1.. .. . . i w r, .-, . _. I r. / I _l _ : F. ¢.. v I‘ * Google Ad Rank Formula
  15. 15. - Different messages - Ad Extensions - Landing pages - etc. ..
  16. 16. Where is most time spent on a typical digital marketing campaign? Design I content Strategy and planning Preparing data Testing Evalualionlleaming Reviewing Optimisation Reporting at E 45% ER” 25% TE} 11% 16% 7 15% T342 13% " First choice ' Seoond choice Third choice Econsultancy Cross-Channel Marketing Report 2014 82% 81%
  17. 17. - Increase your ROI - Highly targeted reach - Customised Ad copy - Maximise qualified traffic - Better user experience - Increase conversions - Dynamic Remarketing - Combined with your Google Merchant Center data
  18. 18. Future of PPC - New technologies, e. g. Voice Search, Google Glass. .. - Semantic Search - New way to search - Longer queries? - More informalqueries? - Image search? - Knowledge graph? WBS talk tomorrow at 12:15pm "The Future of Search - 5 trends to follow"
  19. 19. Things you must get right for a successful Paid Search strategy j 7 Business . argel Man, Strap L law c 9' Egy 1,2’. ape Define pp: 5 C”"»-iA%"" - . '/ r Ir . 0" vow bmI: d ' sf"? ”: «»m 5 I-= n.i, ,V A; a. ,, , W /9-rrppc ‘(W 0;, . ‘rm, /er . (‘Terry "1: » ""8; . rW-1/. ,%Fr. ,,a T 4-, ,‘ & °'‘'°w ’ I ll’ < 7 Lll"'VilVl "rs, . . Pm W1 . » , . “I l. WBS WEE BEHAIIIDUR SPECIIIIISTS
  20. 20. Meet 1 at kiosk IM — I WEB BEHAVIOUR SPECIALISTS
  21. 21. Thank you Meet us at kiosk IM - I

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  • jerryokorie

    Apr. 2, 2015

Is your PPC strategy aligned with your business objectives? Are you monitoring the right KPIs? Are you effectively testing and optimising your campaigns? WBS will present the essential elements of a successful PPC strategy, based on one of their most recent challenges: building and managing a centralised search hub for a global P&G brand. Learn how to create an effective campaign structure, track the customer journey and find opportunities to reengage with your prospects. Turn data overload into actionable insights to help you make quick decisions in today’s fast-paced world. Whether you are running your PPC program in-house, or outsourcing, you will surely benefit from this. This talk was presented at ad:tech London on 21/10/2014.

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