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Private and confidential
5 ‘Actionable’ Tips For eCommerce PPC in
2018
1
Private and confidential
PPC is an ever changing
● Mobile focus
● Rise and rise of voice search
● Data-Driven Attribution
...
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Tip #1 Validate your traffic
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eCommerce Store
PPC Campaign
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Traditional Validation Methods
● Keywords
○ Control when ads are shown
○ Bid according to keyword...
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Next level targeting
● Demographics
● Audiences
6
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Demographics
● Age
7
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Demographics
● Household Income
9
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Demographics
● Parental Status
11
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Audiences
RLSA
● Qualify traffic
● Bid control
● Target broadly
12
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Audiences
RLSA
● Qualify traffic - [Only bid if ‘social engaged’]
● Bid control - [6p +600% if ‘p...
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Audiences
More targeting for Search…..coming soon!
14
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Tip #2 Understanding your
overall impact
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Find out if it’s for your client…
18
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Assisted Conversions
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Assisted Conversions
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Assisted Conversions
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Get granular with it..
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Top Conversion Paths
*excludes conversions that only have a single contact point
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Top Conversion Paths
● Understand the buyer journey
● Make more informed decisions
● Identify ...
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Get granular...
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Get granular...
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Path Length
27
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● Inform budget allocation
● Funnel strategies
● Find valuable keywords
● Inform larger digital m...
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Tip #3 Don’t dismiss the
device funnel
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Desktop
Mobile
Tablet
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Poor performance, duck budget
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Cross-device Activity
34
AdWords > Search Attribution > Cross-device Activity
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Cross-device Activity
35
AdWords > Search Attribution > Cross-device Activity
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Cross-device Activity
36
AdWords > Search Attribution > Cross-device Activity
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How can this inform your PPC Strategy?
Review Cross-device Activity & Assisted conversions in Ana...
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How can this inform your PPC Strategy?
Separate campaigns by device
38
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How can this inform your PPC Strategy?
Allow for broader targeting on mobile
● Build awareness
● ...
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Tip #4 Get users to return
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Remarketing is good!
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Dynamic Remarketing is better!!
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Make users aware they’ve been to your site
● RLSA bidding strategies
● IF Function audience ads
43
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Multi-Channel contact
44
● Use Social Media
● Use Gmail Ads
● Email lists
● Use Social Media audi...
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Tip #5 Make your users feel
special
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Personalisation
● Stand out
● Click-through rate
● Conversion rate
● Lasting effect
46
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Customer Match Lists
● Subscribers, brochure downloads, ebook downloads etc
Deliver personalised ...
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Geo-Targeted Ad Copy
48
● Using business data
● Dynamically insert users location
● Granular
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Acknowledge what device they’re using
● IF statements
{=IF(device=mobile Free Shipping on Mobile ...
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Summary
● Validate your traffic
● Understand your overall impact
● Don’t dismiss the device funne...
Private and confidential 51
End
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5 'Actionable' Tips for eCommerce PPC in 2018

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Jack McShane - PPC Executive
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5 'Actionable' Tips for eCommerce PPC in 2018

  1. 1. Private and confidential 5 ‘Actionable’ Tips For eCommerce PPC in 2018 1
  2. 2. Private and confidential PPC is an ever changing ● Mobile focus ● Rise and rise of voice search ● Data-Driven Attribution ● New Targeting methods! ● 100’s of new features ● A new user interface 2
  3. 3. Private and confidential 3 Tip #1 Validate your traffic
  4. 4. Private and confidential 4 eCommerce Store PPC Campaign
  5. 5. Private and confidential Traditional Validation Methods ● Keywords ○ Control when ads are shown ○ Bid according to keyword relevancy ● Ad Copy ○ Create specific Ad Copy ○ High intent Ads ○ Describe your business/products etc 5
  6. 6. Private and confidential Next level targeting ● Demographics ● Audiences 6
  7. 7. Private and confidential Demographics ● Age 7
  8. 8. Private and confidential 8
  9. 9. Private and confidential Demographics ● Household Income 9
  10. 10. Private and confidential 10
  11. 11. Private and confidential Demographics ● Parental Status 11
  12. 12. Private and confidential Audiences RLSA ● Qualify traffic ● Bid control ● Target broadly 12
  13. 13. Private and confidential Audiences RLSA ● Qualify traffic - [Only bid if ‘social engaged’] ● Bid control - [6p +600% if ‘previous converter’] ● Target broadly - [bid “trainers” if ‘spent > £100’] 13
  14. 14. Private and confidential Audiences More targeting for Search…..coming soon! 14
  15. 15. Private and confidential 15 Tip #2 Understanding your overall impact
  16. 16. Private and confidential 16
  17. 17. Private and confidential 17
  18. 18. Private and confidential Find out if it’s for your client… 18
  19. 19. Private and confidential 19 Assisted Conversions
  20. 20. Private and confidential 20 Assisted Conversions
  21. 21. Private and confidential 21 Assisted Conversions
  22. 22. Private and confidential 22 Get granular with it..
  23. 23. Private and confidential 23 Top Conversion Paths *excludes conversions that only have a single contact point
  24. 24. Private and confidential 24 Top Conversion Paths ● Understand the buyer journey ● Make more informed decisions ● Identify how campaigns influence customers
  25. 25. Private and confidential 25 Get granular...
  26. 26. Private and confidential 26 Get granular...
  27. 27. Private and confidential Path Length 27
  28. 28. Private and confidential ● Inform budget allocation ● Funnel strategies ● Find valuable keywords ● Inform larger digital marketing strategy 28
  29. 29. Private and confidential 29 Tip #3 Don’t dismiss the device funnel
  30. 30. Private and confidential 30
  31. 31. Private and confidential 31 Desktop Mobile Tablet
  32. 32. Private and confidential 32
  33. 33. Private and confidential 33 Poor performance, duck budget
  34. 34. Private and confidential Cross-device Activity 34 AdWords > Search Attribution > Cross-device Activity
  35. 35. Private and confidential Cross-device Activity 35 AdWords > Search Attribution > Cross-device Activity
  36. 36. Private and confidential Cross-device Activity 36 AdWords > Search Attribution > Cross-device Activity
  37. 37. Private and confidential How can this inform your PPC Strategy? Review Cross-device Activity & Assisted conversions in Analytics 37
  38. 38. Private and confidential How can this inform your PPC Strategy? Separate campaigns by device 38
  39. 39. Private and confidential How can this inform your PPC Strategy? Allow for broader targeting on mobile ● Build awareness ● Research stage Mobile keyword: “Black mountain bike” Desktop keyword: “Black Rockrider 9000 Mountain Bike” 39
  40. 40. Private and confidential 40 Tip #4 Get users to return
  41. 41. Private and confidential 41 Remarketing is good!
  42. 42. Private and confidential 42 Dynamic Remarketing is better!!
  43. 43. Private and confidential Make users aware they’ve been to your site ● RLSA bidding strategies ● IF Function audience ads 43
  44. 44. Private and confidential Multi-Channel contact 44 ● Use Social Media ● Use Gmail Ads ● Email lists ● Use Social Media audience on AdWords
  45. 45. Private and confidential 45 Tip #5 Make your users feel special
  46. 46. Private and confidential Personalisation ● Stand out ● Click-through rate ● Conversion rate ● Lasting effect 46
  47. 47. Private and confidential Customer Match Lists ● Subscribers, brochure downloads, ebook downloads etc Deliver personalised Ads to these users Keep content inline with what they’ve previously engaged with 47
  48. 48. Private and confidential Geo-Targeted Ad Copy 48 ● Using business data ● Dynamically insert users location ● Granular
  49. 49. Private and confidential Acknowledge what device they’re using ● IF statements {=IF(device=mobile Free Shipping on Mobile Orders)} 49
  50. 50. Private and confidential Summary ● Validate your traffic ● Understand your overall impact ● Don’t dismiss the device funnel ● Get users to return ● Make your users feel special 50
  51. 51. Private and confidential 51 End

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