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10 Tips To Take Your
PPC To The Next
Level
Tara West
@Tara_Dee_West | @EtchUK
#EtchSummerSummit
July 2016
Actionable
Tips for
everyone
Quick
impact
#EtchSummerSummit
#EtchSummerSummit
Comparison shopping is now an
automatic consumer behaviour
#EtchSummerSummit
For example, someone searching for
solicitors might search several times
1 Search 2 Enquire 3 Search again
Every time this behaviour happens, at least one
advertiser is wasting money by showing ads
to the same person who has already enquired
#EtchSummerSummit
The solution?
Exclude people who have already enquired
from seeing your ads using RLSAs.
What are Remarketing Lists
for Search Ads (RLSAs)?
RLSAs allow you to tailor your search campaigns
based on whether the person searching has
previously visited your website, and the pages
that user viewed.
You can adjust bids for particular audiences,
show them specific ad text, or exclude them
from seeing your ads when they search.
Learn more here:
http://bit.ly/1b6ofqa
10 Tips To Take Your PPC To The Next Level
Activate Remarketing on your Google Analytics tag:
#EtchSummerSummit
Create your RLSA list of people who viewed the
‘Thank You’ page after contacting you online:
#EtchSummerSummit
Apply your RLSA list as an exclusion to campaigns:
10 Tips To Take Your PPC To The Next Level
AdWords budgets are set as daily budgets,
but not all days convert equally
#EtchSummerSummit
For example ASOS may find that Thursdays
convert better than Mondays…
The solution?
Automated Rules to schedule budgets
10 Tips To Take Your PPC To The Next Level
Analyse your conversion rate or revenue by day of
the week:
Plan your budgets by how much you want to
increase and decrease spend by on different days:
Day Total To Spend Rules Required
Mon £500.00 None
Tue £500.00 None
Wed £500.00 None
Thu £1,000.00 Increase budget by 50%
Fri £1,000.00 None
Sat £500.00 Decrease budget by 50%
Sun £500.00 None
Set up automated rules to make the budget changes
by clicking the ‘Automate’ button
#EtchSummerSummit
Design the rule by telling it what changes to make to
your budgets and when to make them:
10 Tips To Take Your PPC To The Next Level
Lack of negative keywords can waste
significant amounts of your budget
You’re probably already regularly
checking your Search Query report
for new negatives
9%
9% of search queries
are grouped together
under ‘other’ in your
Search Query Report
so you never know
what they are.
#EtchSummerSummit
Other
The solution?
Proactive negative keyword application
Add as many single negative broad
keywords as possible
If you spot ‘DIY tools to
hire’ in your search
query report…
Add the single
negative keyword ‘hire’
on broad to exclude all
searches
#EtchSummerSummit
If you spot ‘red shoes’
in your search query
report…
Add all the irrelevant
colours that you don’t
stock of the shoes, not
just red
Proactively add related negative
keywords and similes and metaphors
#EtchSummerSummit
Schedule your Search Query
report to be emailed to you weekly
#EtchSummerSummit
10 Tips To Take Your PPC To The Next Level
Paid search is becoming all about
location, location, location
#EtchSummerSummit
50%
Location searches are
growing 50% faster
than general queries
on Google.
Source: GeMarketing
#EtchSummerSummit
What does the future look like for local
search advertising?
#EtchSummerSummit
These are a closed BETA,
which we expect to be fully
released in six months time
What can you do to optimise for local
search ads right now?
#EtchSummerSummit
Campaign 1:
• Geographically targets the
UK
• Contains only location
specific keywords such as
“spa hotel Hampshire””
Campaign 2:
• Geographically targets
Hampshire
• Contains only non-location
keywords such “spa hotel”
• Exclude location keywords
as negatives
Optimise your account structure:
Create two campaigns for each location
service or product
#EtchSummerSummit
Change your default location targeting
settings to target ‘people in’ the location
#EtchSummerSummit
Create location extensions
#EtchSummerSummit
Review campaign performance by
location using Dimensions Tab data
Layer location targeting and apply
bid adjustments
10 Tips To Take Your PPC To The Next Level
PANIC!!!!!!!!!!!
The solution?
AdWords Scripts for anomaly checks
#EtchSummerSummit
10 Tips To Take Your PPC To The Next Level
Get a copy of the script here http://bit.ly/29nb1bQ
#EtchSummerSummit
Create a copy of the spreadsheet at
http://bit.ly/29wYQKy
#EtchSummerSummit
Under the Bulk Edits tab go to Scripts and click
+Script
#EtchSummerSummit
Copy the script from the website and paste it into the
box
#EtchSummerSummit
Create a schedule for this script to run daily, weekly,
or hourly
Other pre-written useful AdWords
scripts include:
404 landing
page error
detector script
http://bit.ly/1K9jRVo
TV schedule bid
co-ordination
script
http://bit.ly/29nCuHT
Script to adjust
bids depending
on the weather
forecast
http://bit.ly/1pZ6PQN
Script to change
the prices of
products
mentioned in
your ads
http://bit.ly/29ltg2W
Script to label
your organic ad
positions on
your PPC
keywords
http://bit.ly/29ltMhD
10 Tips To Take Your PPC To The Next Level
Need to start optimising but have zero
(or only a few) conversions?
The solution?
Track micro conversions.
Micro conversions
are ‘soft’
conversions
This could be
Session Duration
for a lead
generation
campaign
Or Pages Per
Session for a lead
gen site
Or views of the
basket page for an
ecommerce site
Or whitepaper
downloads for a
lead gen site
‘Won’t this make tracking my CPA
& conversion rate confusing?’
#EtchSummerSummit
10 Tips To Take Your PPC To The Next Level
70%
Retargeted customers
are 70% more likely to
complete a purchase
than someone who
has not been
remarketed to.
Source:Criteo
#EtchSummerSummit
Remarketing can sometimes feel like
stalking if it’s not done well…
#EtchSummerSummit
The solution?
Setting list durations & frequency capping
Use the Google Analytics Time Lag report to
decide on your remarketing list duration
#EtchSummerSummit
Then set or edit your remarketing list duration in the
Audiences tab of Google Analytics:
#EtchSummerSummit
Set your frequency cap in AdWords at
the campaign level settings
10 Tips To Take Your PPC To The Next Level
23%
23% is the average
open rate for email
marketing campaigns
by UK SMEs.
Source: Smart Insights
#EtchSummerSummit
The solution?
Gmail Sponsored Promotions (GSPs)
#EtchSummerSummit
#EtchSummerSummit
10 Tips To Take Your PPC To The Next Level
50%
The number of voice
searches has
increased by more
than 50% in the last
year.
Source: Gary illyes at Google
#EtchSummerSummit
What is voice search?
#EtchSummerSummit
Voice search behaviour is different from
text search behaviour
#EtchSummerSummit
Voice search often uses questions and
the length of the query is longer than text
Keyword research for long-tail voice
search keywords
These questions tell us a lot about the
searcher’s intent
#EtchSummerSummit
10 Tips To Take Your PPC To The Next Level
Google Shopping ads give you little control
because they don’t use keywords & rely on
your Merchant Centre Product Feed
The solution?
AdWords Customer Match for Shopping Ads
What is AdWords Customer Match for
Shopping campaigns?
Customer Match allows you to upload an email
list and layer it as an audience against your
shopping campaigns.
Like RLSA’s You can adjust bids for product
groups when your audience is searching, show
them specific Shopping ads, or exclude them
from seeing your ads when they search.
Increase bids on a product group
when the person searching has bought
something similar from you already
Only advertise some products when
the user searching has bought
something related from you
10 Tips To Take Your PPC To The Next Level
In the Audiences tab click +Remarketing List, but
choose ‘customer emails’
#EtchSummerSummit
Select the CSV file of email addresses from your
computer
#EtchSummerSummit
Thanks!
Tara West | @Tara_Dee_West
#EtchSummerSummit
July 2016
tara.west@etchuk.com
023 8000 4800

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10 Tips To Take Your PPC To The Next Level

  • 1. 10 Tips To Take Your PPC To The Next Level Tara West @Tara_Dee_West | @EtchUK #EtchSummerSummit July 2016
  • 4. Comparison shopping is now an automatic consumer behaviour #EtchSummerSummit
  • 5. For example, someone searching for solicitors might search several times 1 Search 2 Enquire 3 Search again
  • 6. Every time this behaviour happens, at least one advertiser is wasting money by showing ads to the same person who has already enquired #EtchSummerSummit
  • 7. The solution? Exclude people who have already enquired from seeing your ads using RLSAs.
  • 8. What are Remarketing Lists for Search Ads (RLSAs)? RLSAs allow you to tailor your search campaigns based on whether the person searching has previously visited your website, and the pages that user viewed. You can adjust bids for particular audiences, show them specific ad text, or exclude them from seeing your ads when they search. Learn more here: http://bit.ly/1b6ofqa
  • 10. Activate Remarketing on your Google Analytics tag: #EtchSummerSummit
  • 11. Create your RLSA list of people who viewed the ‘Thank You’ page after contacting you online: #EtchSummerSummit
  • 12. Apply your RLSA list as an exclusion to campaigns:
  • 14. AdWords budgets are set as daily budgets, but not all days convert equally #EtchSummerSummit
  • 15. For example ASOS may find that Thursdays convert better than Mondays…
  • 16. The solution? Automated Rules to schedule budgets
  • 18. Analyse your conversion rate or revenue by day of the week:
  • 19. Plan your budgets by how much you want to increase and decrease spend by on different days: Day Total To Spend Rules Required Mon £500.00 None Tue £500.00 None Wed £500.00 None Thu £1,000.00 Increase budget by 50% Fri £1,000.00 None Sat £500.00 Decrease budget by 50% Sun £500.00 None
  • 20. Set up automated rules to make the budget changes by clicking the ‘Automate’ button #EtchSummerSummit
  • 21. Design the rule by telling it what changes to make to your budgets and when to make them:
  • 23. Lack of negative keywords can waste significant amounts of your budget
  • 24. You’re probably already regularly checking your Search Query report for new negatives
  • 25. 9% 9% of search queries are grouped together under ‘other’ in your Search Query Report so you never know what they are. #EtchSummerSummit
  • 26. Other
  • 27. The solution? Proactive negative keyword application
  • 28. Add as many single negative broad keywords as possible If you spot ‘DIY tools to hire’ in your search query report… Add the single negative keyword ‘hire’ on broad to exclude all searches #EtchSummerSummit
  • 29. If you spot ‘red shoes’ in your search query report… Add all the irrelevant colours that you don’t stock of the shoes, not just red Proactively add related negative keywords and similes and metaphors #EtchSummerSummit
  • 30. Schedule your Search Query report to be emailed to you weekly #EtchSummerSummit
  • 32. Paid search is becoming all about location, location, location #EtchSummerSummit
  • 33. 50% Location searches are growing 50% faster than general queries on Google. Source: GeMarketing #EtchSummerSummit
  • 34. What does the future look like for local search advertising?
  • 36. These are a closed BETA, which we expect to be fully released in six months time
  • 37. What can you do to optimise for local search ads right now? #EtchSummerSummit
  • 38. Campaign 1: • Geographically targets the UK • Contains only location specific keywords such as “spa hotel Hampshire”” Campaign 2: • Geographically targets Hampshire • Contains only non-location keywords such “spa hotel” • Exclude location keywords as negatives Optimise your account structure: Create two campaigns for each location service or product #EtchSummerSummit
  • 39. Change your default location targeting settings to target ‘people in’ the location #EtchSummerSummit
  • 41. Review campaign performance by location using Dimensions Tab data
  • 42. Layer location targeting and apply bid adjustments
  • 45. The solution? AdWords Scripts for anomaly checks #EtchSummerSummit
  • 47. Get a copy of the script here http://bit.ly/29nb1bQ #EtchSummerSummit
  • 48. Create a copy of the spreadsheet at http://bit.ly/29wYQKy #EtchSummerSummit
  • 49. Under the Bulk Edits tab go to Scripts and click +Script #EtchSummerSummit
  • 50. Copy the script from the website and paste it into the box #EtchSummerSummit
  • 51. Create a schedule for this script to run daily, weekly, or hourly
  • 52. Other pre-written useful AdWords scripts include: 404 landing page error detector script http://bit.ly/1K9jRVo TV schedule bid co-ordination script http://bit.ly/29nCuHT Script to adjust bids depending on the weather forecast http://bit.ly/1pZ6PQN Script to change the prices of products mentioned in your ads http://bit.ly/29ltg2W Script to label your organic ad positions on your PPC keywords http://bit.ly/29ltMhD
  • 54. Need to start optimising but have zero (or only a few) conversions?
  • 55. The solution? Track micro conversions. Micro conversions are ‘soft’ conversions This could be Session Duration for a lead generation campaign Or Pages Per Session for a lead gen site Or views of the basket page for an ecommerce site Or whitepaper downloads for a lead gen site
  • 56. ‘Won’t this make tracking my CPA & conversion rate confusing?’ #EtchSummerSummit
  • 58. 70% Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to. Source:Criteo #EtchSummerSummit
  • 59. Remarketing can sometimes feel like stalking if it’s not done well… #EtchSummerSummit
  • 60. The solution? Setting list durations & frequency capping
  • 61. Use the Google Analytics Time Lag report to decide on your remarketing list duration #EtchSummerSummit
  • 62. Then set or edit your remarketing list duration in the Audiences tab of Google Analytics: #EtchSummerSummit
  • 63. Set your frequency cap in AdWords at the campaign level settings
  • 65. 23% 23% is the average open rate for email marketing campaigns by UK SMEs. Source: Smart Insights #EtchSummerSummit
  • 66. The solution? Gmail Sponsored Promotions (GSPs) #EtchSummerSummit
  • 69. 50% The number of voice searches has increased by more than 50% in the last year. Source: Gary illyes at Google #EtchSummerSummit
  • 70. What is voice search? #EtchSummerSummit
  • 71. Voice search behaviour is different from text search behaviour #EtchSummerSummit
  • 72. Voice search often uses questions and the length of the query is longer than text
  • 73. Keyword research for long-tail voice search keywords
  • 74. These questions tell us a lot about the searcher’s intent #EtchSummerSummit
  • 76. Google Shopping ads give you little control because they don’t use keywords & rely on your Merchant Centre Product Feed
  • 77. The solution? AdWords Customer Match for Shopping Ads
  • 78. What is AdWords Customer Match for Shopping campaigns? Customer Match allows you to upload an email list and layer it as an audience against your shopping campaigns. Like RLSA’s You can adjust bids for product groups when your audience is searching, show them specific Shopping ads, or exclude them from seeing your ads when they search.
  • 79. Increase bids on a product group when the person searching has bought something similar from you already
  • 80. Only advertise some products when the user searching has bought something related from you
  • 82. In the Audiences tab click +Remarketing List, but choose ‘customer emails’ #EtchSummerSummit
  • 83. Select the CSV file of email addresses from your computer
  • 85. Thanks! Tara West | @Tara_Dee_West #EtchSummerSummit July 2016 tara.west@etchuk.com 023 8000 4800