4. Build
• (products)
Measure
• (data)
Learn
• (ideas)
Everyone’s idea
is the best
right?
People love
this part!
(but that’s not always
a good thing)
This is where
things fall
No data,
no
learning.
Fast iterations/sprints using…
Build > Measure > Learn (repeat)
5. Even the Lean
Analytics book uses
lean principles…
1. 5th edition in 8 months
(new edition every built
1.5months!)
2. “We liked to hear from
you” feedback section in
front & online blog
comments encouraged.
3. Learnings have
spawned start-up
conferences
21. Side note... For Optimisation at scale using machine learning to work reliably
Then structure data input is needed (so the machines don’t need to guess data relationships)
22. But there`s no standardised website data structure yet...
23. However, JSON-LD (part of schema.org) is winning the standardisation race with 18% adoption
See live example: http://bit.ly/winningthewar33
24. Personalisation layer
Off site optimisation is also needed so that Ad + Landing page + Personalisation is seamless
Ad
Landing
page
Seamless
experience
Dynamic Ads
& offer extensions
Dynamic & relevant
landing page text
26. Dynamic PPC landing
pages examples
Dynamic landing pages examples (make sure Google organic bot does
not crawl these pages via robot.txt sub-domain and/or disallow: /ppc/
folder)
http://unbounce.com/ppc-landing-pages/
http://unbounce.com/dynamic-text-replacement/
http://training.speedppc.com/knowledge-base/dynamic-landing-pages-
in-detail/
http://training.speedppc.com/knowledge-base/creating-dynamic-
landing-pages-in-wordpress-using-the-speedppc-wordpress-dki-plug-in/
(wordpress)
Example landing page using Adwords DKI, AWE Formula Words and
Drupal/Wordpress serverside code to render the relevent text on the
page:
http://[dealername].toyota.co.uk/ppc/dynamic.php?query={keyword}&
campaign=[campaign]&adgroup=[adgroup]&headline=[headline]&adtyp
e={adtype}&matchtype={matchtype}{ifcontent:c}&delivery={ifsearch:s}{i
fcontent:c}&creative={creative}&adposition={adposition}&network={net
work}&target={target}{ifmobile:&device={device}&devicemodel={device
model}}&city={lb.city}&postalCode={lb.postalCode}
PPC algo reverse engineered
https://www.dropbox.com/s/lok2cyyp5j090r2/phils_google_adwords_p
pc_algo.xlsx?dl=0 (excel file)
31. Plugins for Wordpress
New GTM interface
[auto-config file]
https://www.dropbox.com/s/hk1qj
a1fdupzykk/WORDPRESS%20TEMP
LATE%20-
%20NEW%20interface.json?dl=0
Old GTM interface
[auto-config file]
https://www.dropbox.com/s/5pgy
d6w97iw0ntn/WORDPRESS%20TE
MPLATE%20-
%20OLD%20interface.json?dl=0
Reminder: open the import files in notepad,
then find & replace
“yourdomain” and “yourdomain.com” with
YOURDOMAIN before import.