Useful tips on how to create and then optimize your PPC campaign to work better

1. PPC Optimization
Miles Woolgar
www.oakhousefoods.co.u
k
Twitter: @mewoolgar
Email: mileswoolgar@gmail.com

2. Keyword Research
• Backup everything
• Put existing campaigns on pause
• Keyword spy, spyfu, semrush
• Adwords Keywords Tool
• Negative keywords
• Spy on competitors

3. Know Your Product
& Market
• Think of the audience coming to
your site & what you can offer them.
• 80+ Yrs olds + Relatives +40 Yrs
• Which products to sell – best sellers,
high margins etc.
• Seasonality, TV ads and other off-line
activity – All impact your campaigns

4. Creating Ads
Search Network - Text Ads
•Text – be inspired
•Target emotions
•Peoples pain points
•Target unique selling points
•Look at manufacturers sales literature
•Use qualifiers to get rid of time wasters
•Campaign structure – “+broad +match
+modifier” & [exact match]

5. Creating Ads
Placement Ads (on display network)
•Don’t mix Display & Search Network
• Ads need to stand out i.e. colour, design
•Ads need to deliver the message
•Create all possible ad sizes

6. Placement Ads
• Themed Ad Groups – be creative
• Many keywords – about 30/ad group
• Use broad match keywords
• Automatic placements 2weeks

7. Placement Ads

8. Exclude placement ads

9. Identify sites that
don’t work

10. Placement Ads
in Google Analytics
• Sites with high bounce rates
• Visits but no conversions (Rev + soft goals)
• Sites that work – move to manual
placements

11. Let’s Play!
• Let things settle 1 – 2 weeks
• Check bids everyday
• Adjust your bids - position 2 - 3.
• You have to bid for number 1 position for
image ads or they don’t appear

12. • Quality score – move poorly performing
keywords into new ad groups
• Break up bloated Ad Groups
• 1000 impressions but <200 clicks – think
about pausing them
• Find new keywords – Search Query Report
(Adwords), SEO Queries report in GA &
Searched keywords in your CRM
Refine

13. Use Filters

14. Use Filters
1. Bad Quality Keywords
Quality score <= 5
Impressions >= 200
Cost/Conv >= £15
• However, conversions = revenue

15. Use Filters
2. Expensive Keywords
> Cost >= £100
Cost/Conv > £10
Avg position > 2
• Could reduce position to improve Cost/Conv

16. Use Filters
3. Failing Keywords
Cost >= £100
Conversions = 0
• Consider pausing these for now. You can always
revisit these keywords e.g. seasonality

17. Use Keyword
diagnosis

18. Low Budget
• Ad scheduling
• Geo targeting
• Match type – broad match modifier &
exact match or only exact match
• Low positions = fewer conversions

19. When Things Go Wrong
• Test new text ads – duplicate & then
turn off old ads to remove history
• Track competitor prices -
http://www.changedetection.com/
• Look at Google shopping
• Check for double serving
• Check bid position
• Look at landing pages

20. Use Google Analytics
Use Actionable KPIs
•Revenue
•Revenue per click
•Average value
•Page Value
•Campaign, Ad Group &
Keyword bounce rates

21. Segment or die
• Where is your traffic coming from?
• Quickly identify if conversions have unexpectedly
dropped off for a particular traffic source
• Branded vs. non-branded
• New vs. Returning visitors

22. Look at Revenue & Goals
• Use customized segments
• https://www.google.com/analytics/web/permalink?uid=HOEkv-yIQnWacEevISRMKA

23. Where Do People Go
After Landing?
Landing page Report
•What people do next after landing on your
PPC page
•“Entrance Paths” report (Content/Landing
Pages/Entrance Paths)

24. How Do People
Navigate Your
Site?
All Pages Report
•Look at the Navigation summary
report
(Content/Site Content/All Pages)
•Discover how people go through
your site

25. Where Are People
Dropping Out?
• Set up Goal Funnels
• Revenue, downloads,
signups etc.

26. Track Events
Virtual pageview tracking – for links
<a title="HTC Cellphones" onclick="_gaq.push(['_trackPageview', '/virtual/ppc1-
htc']);" href="/phones/where/cellphones/htc.html"><img
src="http://www.cellphones.com/media/htc-cellphones.jpg" alt="HTC
Cellphones"></a>
Track event for downloads
<a title="HTC Cellphone brochure" onclick="_gaq.push(['_trackEvent', 'PDF',
'Download', 'downloads-htc-brochure']);"
href="http://www.cellphones.com/media/htc-brochure.pdf"
target="_blank">HTC brochure</a>

27. Conversion Optimization
• Qualaroo – questionnaires & nudges
• Live chat - Olark
• Userbilitytesting.com
• Crazyegg.com
• Are you looking at the right chart?
• Revenue vs. Lead generation?

28. Lessons Learnt
• Understand your audience & products
• Stalk your competitors
• Be creative – think out of the box
• Understand your Adwords account
• Use Google Analytics everyday
• Look at Conversion Rate Optimization

29. Miles Woolgar
www.oakhousefoods.co.uk
Twitter: @mewoolgar
FB: http://on.fb.me/13kJ3jT
Email: mileswoolgar@gmail.com
Linked In: http://bit.ly/16rq78Y