Top Secret PPC

8/14/2019 Top Secret PPC

1/8

We thought we'd add a glossary covering offsome of the buzz-words in PPC these days

Click Path Analysislick Path Analysis - Reporting on entire userjourney and how they interact with multiplechannels before conversion

PPC ArbitragePC Arbitrage - A page solely for hosting PPCads, bidding on cheap keywords, profiting whensomeone clicks through a more expensive PPC adon their site

Ad Cloningd Cloning - A lazy tactic, where a PPC advertisercreates a near-duplicate of another brand's ad toboost traffic

A/B Testing/B Testing - Testing one advert or landing pageagainst another, to see which yields highest ROI

Bid Boostingid Boosting - Bid management incorporatingincreased PPC bids when ads are served tospecific demographics

Daypartingayparting The ability to specify times of dayor day of week for ad displays to specificallytarget searchersLong Tailong Tail - Keyword phrases with three or morewords in them. These keywords are highlytargeted, but less competitive, meaning lowerCPCs and higher ROI

Share of Voicehare of Voice - Exposure of an advertiser withina specific vertical over a period of time

Searchandisingearchandising - A Search term meaning the planninginvolved in placing the right merchandise orservice at the right place, at the right time, inthe right quantities, and at the right price

Glossary

12

An insiders dossier on

Paid Search (PPC)

File No.2 of bigigmouthouthmedias expos seriesedias expos series


2/8

FindingtherightPPCagencyWarningsTheirexpertiseAccreditation

InterrogatingyourPPCagencyProtectingyourbrandDeliverablesandexpectationsReportingandresultsAgentrelationshipsAgentbigigmouthouthLeakedby

Glossary

1)

2)

3)

4)

5)

6)

7)

8)

9)

10)

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12)

planofattack

Searchnowaccou

ntsfor57%ofo

nlinemarketing

spend...it'sac

ompetitiveandc

omplexarena

whichcoststime

andmoneytoim

plement,track

andmaintain.So

howdoyouget

itright?

Bigigmouthouthmediaediahasoverad

ecade'sexperien

ce

withinsearch.T

hisisourbig,

cleverinsider's

viewtosuccessf

ulPaidSearch.

We'veidentifiedth

eopportunities

offeredby

PaidSearchandnaileddownth

oseall-important

pitfallstoavoid

.Thisdossierw

illhelpyou

implementarobu

st,ROI-focussed

campaignthat

complementsyour

entiremarketin

gstrategy.

Agentbigigmouthouthattherea

dy...

CONTENTS


3/8

WARNINGS

findingTHE

1

2rightPPCagency

Checkout the agency's experience and case

studies.Can theyshow youproven results

for highlysuccessfulcampaigns?Dothey

know their verticals?

Check thelongevity of their client

relationships -aretheyhanging on to

accounts through excellence?

Talktotheirclients. Are they happywith

the service, theresults andthe customer

service?

How secure andestablishedisthe agency?

Even in this relatively young industry, all

the seriousplayers will havebeen actively

working with big clientsforseveral years

DotheyunderstandthefullDigitalMarketing

landscape? Even better,canthey offermulti

channel campaign management?

Do theyhave leading-edgeexcellence within

yoursector?

Will they provideyou fullvisibilityon

your accounts includingread-only logins?

So youneeda PaidSearchcampaignmanagedbyan

agency formaximumbenefitwheredoyoustart?

Bewareoffrontmen.SubcontractedPaidSearchcampaignscanbedangeroustoyourbrandandyourpocket.YouneedtoknowwhohasresponsibilityforyourcampaignGoonrecommendations.Agoodagencyshouldgetalotofnewbusinessthroughw

ordofmouth.Bewarethedodgydealers;PaidSearchagencieswitharaftofsalesstaff,butthinontheoperationalsideAPaidSearchagencyshouldneverownanythingonyourbehalf.Thisincludessearchengineaccounts,performancedata,PaidSearchlandingpagesandanalyticsaccess.Don'triskbeingheldtoransom.Makesuretheywilldoafulltransferofyouraccountandhistoricdatashouldyouwishtochang

eagenciesinthefuture.Ifnotyouruntheriskoflosingallyourqualityscoreandhardwork!Avoidstickycontracts.Iftheagencyisasgoodastheysaytheyare,whytheneedtotieyouinforayear?


4/8

THEIREXPERTISE

3

It'seasytorush

intoPaidSearch

butit's

criticaltoplanas

trategic,insightful

campaign.

Askaboutthefoll

owingmust-haves:

ACCREDITATION

4

It'scriticalthatyour

agenthasproven

excellencewiththema

jorsearchproviders.

Theseaccreditationsa

reachievedinan

examsituationandare

theretoseparate

theprofessionalsfrom

thecowboysDotheyk

nowhowtointegra

tePaidSearch

withyourAffiliates

,DisplayandSEOca

mpaigns?

Dotheygivefull

detailsofwhatth

eservice

willinvolveandwh

ereyourinputisre

quired?

Dotheytakeanaccurate

brief?Afterall

how

cantheymakeyourcampaignasucce

sswithout

acompleteunderst

andingofwhatyou

rbrand

isabout?

Makesuretheyoff

erafullpre-camp

aign

auditreportoutli

ningthechangest

heywant

tomakeandwhy

Dotheydemonstrat

emarket-leadingt

echnical

expertise?

Dotheyhaveagri

pontheimportant

search

enginesan

dterritoriesfor

yourcampaign?

Dotheyoffertransparent,m

ulti-channel

tracking?

Whatexperiencedo

theyhaveinadva

nced

demographicandge

ographictargeting

?

Dotheyhaveexper

ienceinrunningc

ampaigns

onbothsearchand

contentnetworks?

BigigmouthouthmediaediaisanofficialE-cons

ultancy

PaidSearchtrainingp

rovider


5/8

PROTECTINGYOURBRAND

6

TrademarklitigationisahottopicwithinPaid

Search.Makesureyouragencyunderstandsthe

scopeofyourtrademarkprotectionandcan

adviseyouonbestapproachformaximumprotection.

Aretheybrandfocussed?Dotheyhavethenecessaryexperienceworkingwithvaluedbrands?

Hereareafewthingsthatshouldringalarm-bells

ifyouragencysuggeststhem!

Rememberyouneedthecomfortofanagencywith

ProfessionalIndemnityCover.

Usingcompetitorbrandbiddingasacorepart

ofthestrategy-thisisntadefaultstrategy

forall

AttemptingtoimitatecompetitorsinyouradcopySacrificinguserexperienceandbr

andperception

fortrafficgain

INTERROGATING

5

Howmanyy

earsofex

perienced

oyouand

yourteam

have?

Willyouin

demnifymy

brandfro

mdamage?

WillIbe

tiedtoa

longcontr

act?

Whattechn

icalexper

iencedoy

ouhave?

CanIsee

asampleo

fmulti-cha

nnelrepor

ts?

Canyouhandlev

astvolume

sofkeywor

ds?

Willyoub

esub-contractingm

ycampaign

?

CanImeet

theteam

thatwillworkon

my

campaigni

nyouroff

ices?

Howwilly

ouintegra

temyPaid

Searchwith

myothera

ctivities?

Howwilly

ouliaise

withmyot

herdigital

agencies?

Canyousu

pplyPaidS

earchpage

content?

Doyouoffe

rsitebui

ldconsult

ancy?

Whatmulti-v

arianttes

tingandu

sability

experiencedothe

yhavefor

PaidSearch

landingpa

ges?

WillIagr

eeandsig

noffeverypartof

the

campaignp

rogress?

Nameofag

ent

YOURA

GENCY


6/8

DELIVERABLES

7

ANDEXPECTATIONSYourcampaignkeywordsYourcampaignkeywords-Doestheagencyhavethein-houseresourcetocopewitheverchangingkeywordlistsandadvertcopy?Reportseports-Makesureyourreportsareintheformatyouwant.IfyouwantWarandPeace,demanditTransparencyis

key

ransparencyiskey-Willyouragencyprovidefullvisibilityonwhatthey'redoingandwhy?ScalabilityandwideningthecampaignacrossScalabilityandwideningthecampaignacrossmultipleterritoriesultipleterritories-Canyouragenthandleyourcampaigninmultiplelanguagesandterritories? Howscalableandprofitableistheproposedcampaignstructure?Inventorynventory-Canyouragencyimplementacampaignabletocopewithanever-changingproduct-drivenshopfloor?Technolo

gyechnology-Whattechnologywouldtheyusetoensureyourcampaignisalwaysupdated?Ethicsthics-Cantheysupplyyouwithbestpracticeguidelinesandbespokestrategiesforcreatingsynergybetweenyourvariousonlinechannels?

REPORTING

8

ANDRESULTS

Doyouhaveacentralpointofcontact?Istheresomeonewhoiscluedupaboutyourcampaignobjectivesandstatusandalwayshas

timetodiscussitwithyou?Makesurethereportingcoversallofyourtargetlanguages,searchenginesandterritoriesDoestheagencyleadthewayinmulti-channelreporting?

CantheyapplyclickpathanalysistobreakconversionsdowntoindicatewhatpartPaidSearch,SEO,AffiliateandDisplayplayedintheacquisition?Cantheagencyworkwithyourchosenanalyticsordotheytryaonetoolforallapproach?

KeyPerformanceIndicators(KPI's)arecrucialforanyPaidSearchcampaign.Theseneedtobeidentifiedattheoutset,andcontinuallyworkedtowardsduringthecampaign.


7/8

AGENTRELAT

IONSHIPS

9

IsyourPaidSearchag

encyawareofyour

technical,budgetary,le

galorbrandingrestrain

ts?

Aretheysensitiveto

yourbusinessneedsan

d

flexibleiftheychang

e?Bewareofagencies

thatoffera'onesize

fitsall'solution

DoesyourPaidSearcha

gencyunderstandand

complementyourotherDi

gitalMarketingactivity

.

Evenbetter,canthey

offerthesethemselves

?

Andofcourse:thepersonalitydotheyf

it?

Afterallyou'llbewor

kingcloselywith

them,ithelpsifyou

likethem!

SelectingaPaidSearc

hagencyisnotsimply

selectingaservice

provider;itneedsto

bea

relationshipwithyoursuccessat

itsroot.

OK,we'redone.Remember,wenevermetFormoretipsandundercovernews,

registerforourweeklynewsletteratwww.bigw.bigmouthouthmedia.com/newsletter

media.com/newsletter


8/8

AGENTBIGMOUTH

Bigigmouthouthmediaedia has been at the forefrontof digital marketing since the dawn of the

industry, pioneering results-focussed,

ethically integrated digital marketing and

winning numerous awards along the way.

Now with over 200 staff in 10 countries, we

work with more than 300 major brandsglobally across 24 languages.

Want to know more about integrating Paid

Search? Pick up the phone and speak to one

of our mouthy experts on 0845 130 0055845 130 0055 oremail tellmemore@[email protected]

10

Leakedby...13Leakedby...11

Everythingwedoisbesp

oke.Onceweve

receivedaclientbrief,w

eaddsomebigigmouthouthy

lovetobettermeettheseobj

ectiveswithin

thebudgetallocationandtimeframeset

Wecandemon

strateexcellenceinall

sectors,

supportedbyROIyoucan'

targuewith

Wecanhandlecampaignswi

thmillionsofkeywords,

acrossseverallanguages

andterritories

We'refullyglobal,withP

aidSearchexperts

acrosstheworld.Eacho

ftheseteams

knowstheirownmarketu

p-close

andpersonal

UsingbigigmouthouthmediaediatohandleyourPaidSearc

h

givesyouaneffective,mu

lti-network,cost-effective

approach,fullysynergised

withyourotherchannels.

Youcalltheshots,wedo

thehardwork.Here's

whybigigmouthouthmediaediaistheleaderinitsf

ield:

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Top Secret PPC