Upload
digimetrics
View
464
Download
3
Embed Size (px)
DESCRIPTION
Useful tips on how to create and then optimize your PPC campaign to work better
Citation preview
Keyword Research
• Backup everything• Put existing campaigns on pause• Keyword spy, spyfu, semrush• Adwords Keywords Tool • Negative keywords• Spy on competitors
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
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]
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
Placement Ads
• Themed Ad Groups – be creative• Many keywords – about 30/ad group• Use broad match keywords• Automatic placements 2weeks
Placement Ads
Exclude placement ads
Identify sites that don’t work
Placement Adsin Google Analytics• Sites with high bounce rates• Visits but no conversions (Rev + soft goals)• Sites that work – move to manual
placements
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
• 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
Use Filters
Use Filters
1. Bad Quality KeywordsQuality score <= 5Impressions >= 200Cost/Conv >= £15
• However, conversions = revenue
Use Filters
2. Expensive Keywords > Cost >= £100Cost/Conv > £10Avg position > 2
• Could reduce position to improve Cost/Conv
Use Filters
3. Failing KeywordsCost >= £100Conversions = 0
• Consider pausing these for now. You can always revisit these keywords e.g. seasonality
Use Keyword diagnosis
Low Budget
• Ad scheduling• Geo targeting • Match type – broad match modifier &
exact match or only exact match• Low positions = fewer conversions
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
Use Google Analytics
Use Actionable KPIs•Revenue•Revenue per click•Average value•Page Value•Campaign, Ad Group & Keyword bounce rates
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
Look at Revenue & Goals
• Use customized segments• https://www.google.com/analytics/web/permalink?uid=HOEkv-yIQnWacEevISRMKA
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)
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
Where Are People Dropping Out?
• Set up Goal Funnels• Revenue, downloads,
signups etc.
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>
Conversion Optimization
• Qualaroo – questionnaires & nudges• Live chat - Olark• Userbilitytesting.com• Crazyegg.com• Are you looking at the right chart?• Revenue vs. Lead generation?
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
Miles Woolgar
www.oakhousefoods.co.ukTwitter: @mewoolgarFB: http://on.fb.me/13kJ3jTEmail: [email protected] In: http://bit.ly/16rq78Y