Practical PPC tips to take your Google Adwords paid campaign to the next level. Tara will provide advanced PPC advice, for you to learn, practice and advance with your online presence. Tara has specialised in PPC and biddable media for eight years, having managed large-scale accounts for both lead-generation and ecommerce clients. Her experience spans a wide variety of clients and industries, from multi-million pound travel industry brands and leading high street fashion retailers, to SMEs and start-ups. Tara's expertise covers the full biddable media landscape, including search, display and social media advertising. She has presented at conferences such as SMX and PPC Hero, as well writing for industry publications including Wordstream and State of Digital. Tara West @Etch UK was a featured speaker at Digital Marketing Summit Southampton 2016 - a series of events created for marketers in South of England. Eventz.Digital creates and hosts events which cover all aspects of digital marketing including paid search, SEO, mobile, e-Commerce and much more. Eventz.Digital will inspire you to find effective solutions to the real problems you face every day and help you connect with like-minded people. With an action-packed agenda, inspiring key-note presentations and practical workshops, brace yourself for game-changing, dynamic, full-on events. Key partners include Google UK, Google Capital, Digital Garage, Creative Network South, Business South, Hampshire & Isle of Wight Business Alliance and Digital South.

1. 10 Tips To Take Your PPC
To The Next Level
Tara West
@Tara_Dee_West | @EtchUK
October 2016

2. Actionable
Tips for
everyone
Quick
impact

4. Comparison shopping is now an
automatic consumer behaviour

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

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:

11. Create your RLSA list of people who viewed the
‘Thank You’ page after contacting you online:

12. Apply your RLSA list as an exclusion to campaigns:

14. AdWords budgets are set as daily budgets,
but not all days convert equally

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

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.

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

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

30. Schedule your Search Query
report to be emailed to you weekly

32. Paid search is becoming all about
location, location, location

33. 50%
Location searches are
growing 50% faster
than general queries
on Google.
Source: GeMarketing

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?

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

39. Change your default location targeting
settings to target ‘people in’ the location

40. Create location extensions

41. Review campaign performance by
location using Dimensions Tab data

42. Layer location targeting and apply
bid adjustments

44. PANIC!!!!!!!!!!!

45. The solution?
AdWords Scripts for anomaly checks

47. Get a copy of the script here http://bit.ly/29nb1bQ

48. Create a copy of the spreadsheet at
http://bit.ly/29wYQKy

49. Under the Bulk Edits tab go to Scripts and click
+Script

50. Copy the script from the website and paste it into the
box

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

57. 70%
Retargeted customers
are 70% more likely to
complete a purchase
than someone who
has not been
remarketed to.
Source:Criteo

58. Remarketing can sometimes feel like
stalking if it’s not done well…

59. The solution?
Setting list durations & frequency capping

60. Use the Google Analytics Time Lag report to
decide on your remarketing list duration

61. Then set or edit your remarketing list duration in the
Audiences tab of Google Analytics:

62. Set your frequency cap in AdWords at
the campaign level settings

64. 23%
23% is the average
open rate for email
marketing campaigns
by UK SMEs.
Source: Smart Insights

65. The solution?
Gmail Sponsored Promotions (GSPs)

68. 50%
The number of voice
searches has
increased by more
than 50% in the last
year.
Source: Gary illyes at Google

69. What is voice search?

70. Voice search behaviour is different from
text search behaviour

71. Voice search often uses questions and
the length of the query is longer than text

72. Keyword research for long-tail voice
search keywords

73. These questions tell us a lot about the
searcher’s intent

75. Google Shopping ads give you little control
because they don’t use keywords & rely on
your Merchant Centre Product Feed

76. The solution?
AdWords Customer Match for Shopping Ads

77. 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.

78. Increase bids on a product group
when the person searching has bought
something similar from you already

79. Only advertise some products when
the user searching has bought
something related from you

81. In the Audiences tab click +Remarketing List, but
choose ‘customer emails’

82. Select the CSV file of email addresses from your
computer

83. #EtchSummerSummit

84. Would you like a
free PPC audit?
Chat to me today or contact me
via:
Tara.west@etchuk.com
023 8000 1466

85. Thanks!
Tara West | @Tara_Dee_West
October 2016
tara.west@etchuk.com
023 8000 4800