getting to grips with ppc - presentation from digital in kent warm up webinar 19/9/13

Presented by: Luke Quilter

Getting to grips with PPC

1Thursday, 26 September 13

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Introduction

- Thought process for set up, optimisation and monitoring

-Best practices, some useful tools

-View on what metrics are important


mailto:[email protected]


http://www.sleepinggiantmedia.co.uk


https://adwords.google.com/professionals/profile/org?id=017702451200549020354









Some of our clients















Getting to grips with PPC

-Where to start

-Ground rules for better setup

-Ongoing monitoring










General principle

- Relevancy

- Search Query - Advert - Landing page















Things to avoid

- Putting all keywords in one adgroup

- Putting all adgroups in 1 campaign

- Leaving the content network on

-Not regularly reviewing and optimising

6

Poll - How often do you optimise your accountdailyweeklyMonthlyrarely















Where to start

-What do you sell?

-What does the customer call it? (not what you call it!)

-What makes you the most money?

-Where do you sell it?

-Often your nav bar is a good place to start















Keyword section

-Use Google’s tools to get you started

-Use this tool and Excel to help group things logically












Start grouping terms

9

Red shoes

Base termsModifiers

Ladies WomensWomans

yellow shoesgreen shoes

Modifiers

onlinecheapdiscount

http://tools.seobook.com/keyword-list/generator.php



















Account structure

- Budgets are set at a campaign level

-Group campaigns based on the most logical way to categories your products/services

- These can always be broken out later

10

Womens

Mens















The account structure

11

Mens Womens

Yellow red blue

Cheap

cheap womens yellow shoescheap womens yellow bootscheapest womens yellow shoescheapest womens yellow bootsonline womens yellow shoesonline womens yellow bootswomens yellow shoeswomens yellow boots

cheap womens red shoescheap womens red bootscheapest womens red shoescheapest womens red bootsonline womens red shoesonline womens red bootswomens red shoeswomens red boots

cheap womens blue shoescheap womens blue bootscheapest womens blue shoescheapest womens blue bootsonline womens blue shoesonline womens blue bootswomens blue shoeswomens blue boots















Account settings

12

Mens Womens

Generic Yellow red blueCheap Yellow

online womens yellow shoesonline womens yellow bootswomens yellow shoeswomens yellow boots

Cheap red Cheap blue

cheap womens yellow shoescheap womens yellow bootscheapest womens yellow shoescheapest womens yellow boots















Ongoing Management

- Ensure you break the account out

- Remove the poor performing bits

-Allow more budget to go to the better

13

Average performance

Good performance

Bad performance

Great performance

Great performance

Ok performance

Best performance

Best performance

Best performance

Best performance

Stage 1

Stage 2

Stage 3

Stage 4















Search Query Report

- SQR’s help you find new terms

-What your customers are actually typing in















Adwords editor

15

Do you use adwords editor YesNo











What metrics?

- CTR is important, but only part of the picture

- Ultimately Goals or sales are the most important

- In the absence of goals you have to look for quality of traffic

- Bounce rate and Avg. time on site

- Link your PPC account to analytics















Metrics















Other engines

- Time Vs reward

-Only use them once you are sure you are doing a pretty good job with Google!















Summary points

-Adwords editor

- Search Query Reports

-Watch out for the content network

-Monitor on a regular basis

- Break out campaigns based on performance















Other events

20

www.digitalinkent.co.uk


http://www.digitalinkent.co.uk/

http://www.digitalinkent.co.uk/


Thanks for your time-Any questions?

-Hope to see you at the main event!







