Arianne Donoghue's talk from SearchLeeds on PPC Hacks To Help You Optimise Like A Boss - hints and tips for advanced PPC users to help you in your campaigns now and when preparing for the future.

1. @ariannedonoghue
PPCHacksToHelpYouOptimise
LIKEABOSS
SearchLeeds

2. @ariannedonoghue
Whoareicelolly.com?

3. @ariannedonoghue
Abitabouticelolly.com

4. @ariannedonoghue
Recognisethislittledude?

5. @ariannedonoghue
AsseenonTV!

6. @ariannedonoghue
We’regoingtocover…
Things You Can
Do Right Now
Future Changes
You Should
Prepare For

7. @ariannedonoghue
LiveInTheNow

8. @ariannedonoghue
Testing
We should ALWAYS be
testing.
How do we make sure
we’re doing it
properly?

9. @ariannedonoghue
HowDoYouPickYourWinners?
Time? Metrics?

10. @ariannedonoghue
Testing–StatisticalSignificance

11. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Does this test have >95% confidence?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%

12. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Does this test have >95% confidence?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%
92% - No

13. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,554 123 4.82% Yes
Ad Copy 2 2,446 93 3.80%

14. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,554 123 4.82% Yes
Ad Copy 2 2,446 93 3.80%
96% - Yes

15. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99%Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 4,026 190 4.72% Yes
Ad Copy 2 3,930 159 4.05%

16. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99%Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 4,026 190 4.72% Yes
Ad Copy 2 3,930 159 4.05%
93% - No

17. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Last one – is this >95%?
7 Week Test Impressions Clicks CTR Winner Confidence?
Ad Copy 1 35,062 1,677 4.78% Yes 95%
Ad Copy 2 34,938 1,578 4.52%

18. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Last one – is this >95%?
7 Week Test Impressions Clicks CTR Winner Confidence?
Ad Copy 1 35,062 1,677 4.78% Yes 95%
Ad Copy 2 34,938 1,578 4.52%
95% - Yes

19. @ariannedonoghue
HowShouldYouTest?
 Rotate evenly
 Only change ONE thing
 Test systematically & iterate
 For ads, create a testing matrix
 For ads, test between 2-4 variations
 Struggling for ad ideas? Use a cheat sheet
or infographic!
 Check the significance before moving on

20. @ariannedonoghue
Adwords&Data

21. @ariannedonoghue
Adwords&Data

22. @ariannedonoghue
Adwords&Analytics
• Use almost any data field or metric from GA –
creates lists for Search & Similar Users Display lists
• Use Custom Dimensions – great for RLSAs
• Ecommerce business? Try Smart Lists!

23. @ariannedonoghue
AudienceInsights
• Once your lists are in Adwords, use them for additional insight – great
for Display campaigns & granular targeting

24. @ariannedonoghue
AudienceInsights
• View changes in list size
• See how many ad groups are using that list/segment
• Understand how key different segments are for you

25. @ariannedonoghue
Adwords&Email
Alongside Facebook’s Custom Audiences, you can use Google’s Customer Match
Lists can be used in Search, YouTube & Gmail
Similar Audiences also created (you get Audience Insights too!)
• High value/most loyal customers
• Specific products
• Lapsed customers
Ideas for use:
Use with custom bids & ads
Don’t oversegment – you need minimum audience sizes

26. @ariannedonoghue
Adwords&Facebook
• Use campaign demographics to inform Adwords
audiences
• Facebook Audience Insights
• Device insights
• Custom Audience insights
• and more!

27. @ariannedonoghue
Automation

28. @ariannedonoghue
Automation

29. @ariannedonoghue
QualityScoreAnalysis

30. @ariannedonoghue
QualityScoreAnalysis
1. Expected CTR-> Bid/Ad Copy problem
2. Ad Relevance-> Ad Copy problem
3. Landing Page Experience> Landing Page problem
Insight
available @
keyword level

31. @ariannedonoghue
QualityScoreAnalysis
Bing allow to include keyword attributes
within reports.
Google don’t – so how do we get the data?

32. @ariannedonoghue
QualityScoreAnalysis–usingascript
1. Paste script into Adwords
2. Authorise it
3. Schedule it to run
4. That’s it!
We’ve amended the script to
pull in click data that we use to
prioritise our actions.

33. @ariannedonoghue
QualityScoreAnalysis–theoutput
Keyword Match Type QualityScore Expected CTR Ad Relevance Landing Page Experience
cheap holidays Exact 10 Above average Above average Above average
last minute holidays Exact 10 Above average Above average Above average
+holidays Broad 10 Above average Above average Above average
holidays Exact 10 Above average Above average Above average
+cheap +holidays Broad 9 Above average Average Above average
cheap holidays 2016 Exact 10 Above average Above average Above average
+inclusive +holiday Broad 10 Above average Above average Above average
+all +inclusive Broad 10 Above average Above average Above average
+cheap +holidays +june Broad 10 Above average Above average Above average
holidays 2017 Exact 10 Above average Above average Above average
+cruise Broad 8 Average Above average Above average
cancellation holidays Exact 10 Above average Above average Above average
discount holidays Exact 10 Above average Above average Above average
1. Priority – Keywords that spend >£100
2. Secondary – Clicks >200/Impressions >2,000
3. Tertiary – Landing Pages
Choose your own priorities based on
your own campaign performance!

34. @ariannedonoghue
OtherScriptIdeas
• Quality Score tracker
• 24 Hour Bidding Schedule
• Automatically add new [keywords] as negatives in broader campaigns
• Link Error Checking
• Weather based bidding
• Comparing paid with organic rankings
• SQR new keyword build sheet (working on this one)
• Competitor Monitoring (working on this one)
Check resources for
more ideas & scripts
to implement

35. @ariannedonoghue
FutureProofing

36. @ariannedonoghue
Prepareforchange
Google Performance Summit

37. @ariannedonoghue
NewAdwords–BigChanges
Expanded Text
Ads
Device Bid
Adjustments

38. @ariannedonoghue
ExpandedTextAds

39. @ariannedonoghue
ExpandedTextAds
• Prepare, prepare, prepare – even if you’re not in the Beta
• Test longer headlines by ending DL1 with a “.”
• Conduct detailed testing on existing ads
– Break out key phrases, CTAs and value propositions
– E.g. does “cheap” resonate better than “millions”?
• Create upload sheets ready for the transition

40. @ariannedonoghue
DeviceBidAdjustments
• Specific tablet & computer modifiers are coming!
• You can set any device as your base bid
• You’ll be able to bid up to +900%
1. Decide if you want to change anchor
2. Work out your tablet & mobile modifiers
3. Use a bid management tool? Don’t put
your changes live until you know the
platform supports them

41. @ariannedonoghue
OtherUpcomingChanges
• Demographic Targeting for
Search
• Similar Audiences for Search
• Native ads on GDN
• Promoted Pins on Google
Maps
 Use existing Gender/Age
audiences to evaluate
performance (0% bid adj.)
 Use remarketing lists to
augment this
 Use paid social data for further
insights

42. @ariannedonoghue
FutureChange

43. @ariannedonoghue
Talkingofchange
Paid Search –
Google &
Overture
Paid Search –
3 search
engines
Display – the
rise of RTB &
auction based
media, incl
retargeting
Mobile
Social Media &
the advent of
paid social ads
More
complexity
within search
& the
increased use
of automation
…this isn’t even everything!

44. @ariannedonoghue
GrowYourSkills
What else can you learn to either
help you specialise or diversify?

45. @ariannedonoghue
Growyourskills
Javascript HTML/CSS
Advanced
Excel
Statistics
Training
Agile/Scrum
Project
Management
Google
Analytics/Tag
Manager
Attribution
Modelling

46. @ariannedonoghue
Thankyou

47. @ariannedonoghue
Resources

48. @ariannedonoghue
LearntoCode–OnlineCourseProviders
• Codecademy – lots of free courses with premium content
• Treehouse – free trial of TechDegree courses
• Codeschool – 10 introductory courses – then a paid plan
• Udacity – free courses & paid NanoDegrees

49. @ariannedonoghue
A/BTesting
• Infographic – 26 Ideas For Testing Your PPC Ads
• Ad Testing “Game”
• VWO A/B Testing Significance Calculator (Excel Spreadsheet)
• The Ultimate PPC Ad Copy Cheat Sheet
• PPC Testing Using An Ad Matrix

50. @ariannedonoghue
AdwordsScriptResources
• Quality Score Components Script
• Quality Score Tracker
• Free Adwords Scripts
• 100 Adwords Scripts You Should Be Using