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#EcomSW
Innovation & Insights to Paid Search
October 20th 2016
#EcomSW
Tom Sangers @thomassangers
#EcomSW
A little about me... - Head of search at Evosite - Google Certified Partner - Digital marketing expert
Insight | Innovation | Creative | Journey
Digital landscape
UK media advertising spend
The value of digital Digital is over £3bn bigger then the next biggest medium
“The UK will this year become the first year country in the world where half of all advertising spend goes on digital media”
Source Internet Advertising Bureau
Search is worth £3.77 billion
What problem are we solving?
Delivering a greater return from Adwords
#EcomSW
Know your objectives and how you measure
- 01 CPA (Cost per Acquisition)
- 02 ROI (Return on Investment)
- 03 ROAS (Return on Ad Spend)
#EcomSW
Know your objectives and how you measure
- 01 First Click
- 02 Last Click
- 03 Attribution Modelling
#EcomSW
Last Click First Click Attribution
The path to conversion Paid search first click
6,961
Paid searchlast click
5,354
“Quality Score is a way of
life”Ad rank =
Max CPC x Quality Score
#EcomSW
Factors of Quality Score
#EcomSW
CTR (click through rate)
#1
Factors of Quality Score
#EcomSW
Keyword match types
#2
Factors of Quality Score
#EcomSW
Match typesBroad Match: Devon Holiday Cottages
Modified Broad: +Devon +holiday +cottages
Phrase: “Holiday cottages in Devon”
Exact: [Devon holiday cottages]
More Volume
More Control
#EcomSW
Negative Keywords
#3
Factors of Quality Score Factors of Quality Score
#EcomSW
Look out for
- 01 Recruitment / Jobs
- 02 Weather / Maps
- 03 Incorrect location searches i.e countries, counties, cities….
- 04 Non related product or service searches
#EcomSW
Keyword relevance
#4
Factors of Quality Score
#EcomSW
Text ad relevance
#5
Factors of Quality Score
#EcomSW
Landing page quality
#6
Factors of Quality Score
#EcomSW
Impression Share
#7
Factors of Quality Score
Segments and Dimensions
#EcomSW
Time and date
#1
Segments and Dimensions
#EcomSW
Search Networks
#2
Segments and Dimensions
#EcomSW
Geographic Location
#3
Segments and Dimensions
#EcomSW
Mobile / Tablet
#4
Segments and Dimensions
Tablet: CPA £91
Mobile: CPA £75
Desktop: CPA £34
Conversions by device
PPC best practices
Mobile bid adjustment Use of ad extensions
Multiple test ads running Network targeting
Location targeting Negative keywords
Innovation in Paid Search
Customer Match
Remarketing for search
Bringing it all together
If we can improve you QS by 1 point.
Estimated saving £££
QS CPCThis will bring down
your CPC x %
ROI More for less
#EcomSW
Final thoughts
- 01 Know your objectives and how you measure
- 02 know your website and your customers
- 03 Have control of the where, what, why, who