Strategies For PPC Success

Adherence Digital

Pay Per Click Specialists

Peter Stannett peter@adherencedigital.com uk.linkedin.com/in/peterstannett/

@adhdigital www.adherencedigital.com

Who am I? Pay Per Click Specialist(s)

£4 Billion

https://econsultancy.com/blog/10004-uk-paid-search-market-worth-more-than-4bn-new-report

PPC Building Blocks

KeywordsGroup keywords by theme. Red shoes belong withred shoes, not purple headscarves. Set each group of keywords out ready for Adgroup creation

Adverts Experiment with different types of messagingA/B split tests are a good way of finding winners

Adgroups Group these together by theme. You can get creativewith match type segmentation later

PPC Building Blocks

CampaignsDon’t be afraid to create more campaigns. They areyour friend. Find a naming convention that helps youto identify campaigns easily

Campaign Example:

Adgroup Example:

Brand - Adherence Digital - Core - [E]

PPC Essentials

Brand Almost without exception, bid on your brand aswell as misspells

BudgetsAlways a difficult area. Like gambling, start by bidding only what you can afford to lose. Test thoroughly and then increase budgets when the data tells a good story

TargetingWhere do your customers come from? Think geographically, time they visit your site, languages, interests & more. Get as much information as you can and refine how you target

Match Types

Exact [red shoes]

Broad red shoes

Phrase “red shoes”

Broad Match Modified

+red +shoes

“red shoes”

“buy mens formal shoes”

“red shoes for women”

“buy red shoes for kids”

Match Types Matter

Quality Score

Impact on the advert and the searcher

Targeting

Cost per Clicks

Negatives

Negative Keywords - your secret weapon

Control what search terms your keywords appear for

Applicable at adgroup, campaign or as a shared list across campaigns

For consistency and speed, add common negatives to a Master List

Run Search Query Reports regularly to find keywords to add both as negative and as positive - create new Adgroups/Campaigns as necessary

Best Practice

Remember this?

Campaign Example:

An Example

Campaign

AdgroupsBrand - Adherence Digital - [BM]

Brand - Adherence Digital Misspells - [BM]

Brand - Adherence Agency- [BM]

Adherence Digital

Adherance Digital Adherense Didgitool

Adherence Agency Adherence Digital AgencyDigital Agency Adherence

Rock Solid

Make the basics as solid as possible

Use tracking packages such as Google Analytics

Understand the story the data tells you

Keep track of your changes - and test

Tactics

Ad-scheduling

Geographic Targeting

Different bid types - CPC/CPA/Flexible

Re-marketing Lists for Search Ads

Adwords Scripts

Example Scenario 1

Traffic hitting the site at 3am but no conversionsYou could set up RLSA campaigns to capture secondary searches at a cheaper Cost Per Click

You could try ad-scheduling and down-weight your keywordbid for this period - up to 100%, effectively pausing the keyword

You could use an Adwords Script to pause the advert at this time

In conjunction with this you could use Search Funnels/Attribution to identify if the keywords drive conversions through other searches

Example Scenario 2

High CPA - low daily budgets

Down-weight “seeding” campaigns - up-weight RLSA campaigns

Different advert messaging - landing page issues?

CPA bidding technique - dependant on enough conversions

Analyse traffic - what is it doing? Bouncing? Irrelevant searches?

£4 Billion

At a cost acceptable to your business

Wrap Up

Ensure the basics are solid

Understand the story the data is telling you

Use Google Analytics + Adwords data to inform you on your audience’s behaviour

Implement more advanced techniques to address issues - be sure to understand the before and after

Thank You For Your Time!

Feel free to contact me on the details below.

Landing page optimisation/testing

PPC/Digital strategy

New account/campaign setups

Existing PPC account audits

Split testing

Analytics

Ad scheduling:https://support.google.com/adwords/answer/2404244?hl=en-GB

Re-marketinghttps://support.google.com/adwords/answer/1752338

Match Typeshttps://support.google.com/adwords/answer/2497836?hl=en-GB

Automated Rules https://support.google.com/adwords/answer/2472779?hl=en-GB

LinksBid adjustmentshttps://support.google.com/adwords/answer/2732132?hl=en-GB

Geographic Targeting https://support.google.com/adwords/answer/1722043?hl=en-GB

Bid types: https://support.google.com/adwords/answer/2472725?hl=en-GB

Adwords Scriptshttps://support.google.com/adwords/answer/188712?hl=en-GB

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