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PPC Hacks To Help You OptimiseLIKE A BOSS

Search Leeds

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Who are icelolly.com?

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A bit about icelolly.com

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Recognise this little dude?

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As seen on TV!

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We’re going to cover…

Things You Can Do Right Now

Future Changes You Should Prepare For

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Live In The Now

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Testing

We should ALWAYS be testing.

How do we make sure we’re doing it

properly?

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How Do You Pick Your Winners?

Time? Metrics?

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Testing – Statistical Significance

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Statistical Significance

Let’s challenge our assumptions!

Does this test have >95% confidence?

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%

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Statistical Significance

Let’s challenge our assumptions!

Does this test have >95% confidence?

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%

92% - No

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Statistical Significance

Let’s challenge our assumptions!

Let’s compare it to a similar test

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%

92% - No

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,554 123 4.82% YesAd Copy 2 2,446 93 3.80%

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Statistical Significance

Let’s challenge our assumptions!

Let’s compare it to a similar test

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%

92% - No

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,554 123 4.82% YesAd Copy 2 2,446 93 3.80%

96% - Yes

@ariannedonoghue

Statistical Significance

Let’s challenge our assumptions!

What about a test with nearly twice the volume?

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99%YesAd Copy 2 1,957 80 4.09%

92% - No

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 4,026 190 4.72% YesAd Copy 2 3,930 159 4.05%

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Statistical Significance

Let’s challenge our assumptions!

What about a test with nearly twice the volume?

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99%YesAd Copy 2 1,957 80 4.09%

92% - No

4 Week Test Impressions Clicks CTR WinnerAd Copy 1 4,026 190 4.72% YesAd Copy 2 3,930 159 4.05%

93% - No

@ariannedonoghue

Statistical Significance

Let’s challenge our assumptions!

Last one – is this >95%?

7 Week Test Impressions Clicks CTR Winner Confidence?Ad Copy 1 35,062 1,677 4.78% Yes 95%Ad Copy 2 34,938 1,578 4.52%

@ariannedonoghue

Statistical Significance

Let’s challenge our assumptions!

Last one – is this >95%?

7 Week Test Impressions Clicks CTR Winner Confidence?Ad Copy 1 35,062 1,677 4.78% Yes 95%Ad Copy 2 34,938 1,578 4.52%

95% - Yes

@ariannedonoghue

How Should You Test?

Rotate evenly

Only change ONE thing

Test systematically & iterate

For ads, create a testing matrix

For ads, test between 2-4 variations

Struggling for ad ideas? Use a cheat sheetor infographic!

Check the significance before moving on

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Adwords & Data

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Adwords & Data

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Adwords & Analytics

• Use almost any data field or metric from GA –creates lists for Search & Similar Users Display lists

• Use Custom Dimensions – great for RLSAs

• Ecommerce business? Try Smart Lists!

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Audience Insights

• Once your lists are in Adwords, use them for additional insight – great for Display campaigns & granular targeting

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Audience Insights

• View changes in list size

• See how many ad groups are using that list/segment

• Understand how key different segments are for you

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Adwords & Email

Alongside Facebook’s Custom Audiences, you can use Google’s Customer Match

Lists can be used in Search, YouTube & Gmail

Similar Audiences also created (you get Audience Insights too!)

• High value/most loyal customers

• Specific products

• Lapsed customers

Ideas for use:

Use with custom bids & ads

Don’t oversegment – you need minimum audience sizes

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Adwords & Facebook

• Use campaign demographics to inform Adwordsaudiences

• Facebook Audience Insights

• Device insights• Custom Audience insights• and more!

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Automation

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Automation

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Quality Score Analysis

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Quality Score Analysis

1. Expected CTR-> Bid/Ad Copy problem2. Ad Relevance-> Ad Copy problem3. Landing Page Experience> Landing Page problem

Insight available @

keyword level

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Quality Score Analysis

Bing allow to include keyword attributes within reports.

Google don’t – so how do we get the data?

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Quality Score Analysis – using a script

1. Paste script into Adwords

2. Authorise it

3. Schedule it to run

4. That’s it!

We’ve amended the script to pull in click data that we use to prioritise our actions.

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Quality Score Analysis – the output

Keyword Match Type QualityScore Expected CTR Ad Relevance Landing Page Experience

cheap holidays Exact 10 Above average Above average Above average

last minute holidays Exact 10 Above average Above average Above average

+holidays Broad 10 Above average Above average Above average

holidays Exact 10 Above average Above average Above average

+cheap +holidays Broad 9 Above average Average Above average

cheap holidays 2016 Exact 10 Above average Above average Above average

+inclusive +holiday Broad 10 Above average Above average Above average

+all +inclusive Broad 10 Above average Above average Above average

+cheap +holidays +june Broad 10 Above average Above average Above average

holidays 2017 Exact 10 Above average Above average Above average

+cruise Broad 8 Average Above average Above average

cancellation holidays Exact 10 Above average Above average Above average

discount holidays Exact 10 Above average Above average Above average

1. Priority – Keywords that spend >£1002. Secondary – Clicks >200/Impressions >2,0003. Tertiary – Landing Pages

Choose your own priorities based on your own campaign performance!

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Other Script Ideas

• Quality Score tracker

• 24 Hour Bidding Schedule

• Automatically add new [keywords] as negatives in broader campaigns

• Link Error Checking

• Weather based bidding

• Comparing paid with organic rankings

• SQR new keyword build sheet (working on this one)

• Competitor Monitoring (working on this one)

Check resources for more ideas & scripts

to implement

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Future Proofing

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Prepare for change

Google Performance Summit

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New Adwords – Big Changes

Expanded Text Ads

Device Bid Adjustments

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Expanded Text Ads

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Expanded Text Ads

• Prepare, prepare, prepare – even if you’re not in the Beta

• Test longer headlines by ending DL1 with a “.”

• Conduct detailed testing on existing ads

– Break out key phrases, CTAs and value propositions

– E.g. does “cheap” resonate better than “millions”?

• Create upload sheets ready for the transition

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Device Bid Adjustments

• Specific tablet & computer modifiers are coming!

• You can set any device as your base bid

• You’ll be able to bid up to +900%

1. Decide if you want to change anchor

2. Work out your tablet & mobile modifiers

3. Use a bid management tool? Don’t put

your changes live until you know the

platform supports them

@ariannedonoghue

Other Upcoming Changes

• Demographic Targeting for

Search

• Similar Audiences for Search

• Native ads on GDN

• Promoted Pins on Google

Maps

Use existing Gender/Age

audiences to evaluate

performance (0% bid adj.)

Use remarketing lists to

augment this

Use paid social data for further

insights

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Future Change

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Talking of change

Paid Search –Google & Overture

Paid Search –3 search engines

Display – the rise of RTB &

auction based media, incl

retargeting

MobileSocial Media & the advent of

paid social ads

More complexity

within search & the

increased use of automation

…this isn’t even everything!

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Grow Your Skills

What else can you learn to either help you specialise or diversify?

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Grow your skills

Javascript HTML/CSSAdvanced

ExcelStatistics Training

Agile/Scrum Project

Management

Google Analytics/Tag

Manager

Attribution Modelling

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Thank you

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Resources

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Learn to Code – Online Course Providers

• Codecademy – lots of free courses with premium content

• Treehouse – free trial of TechDegree courses

• Codeschool – 10 introductory courses – then a paid plan

• Udacity – free courses & paid NanoDegrees

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A/B Testing

• Infographic – 26 Ideas For Testing Your PPC Ads

• Ad Testing “Game”

• VWO A/B Testing Significance Calculator (Excel Spreadsheet)

• The Ultimate PPC Ad Copy Cheat Sheet

• PPC Testing Using An Ad Matrix

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Adwords Script Resources

• Quality Score Components Script

• Quality Score Tracker

• Free Adwords Scripts

• 100 Adwords Scripts You Should Be Using