10 Tips To Take Your PPC To The Next LevelTara West@Tara_Dee_West | @EtchUK

#EtchSummerSummit July 2016

Actionable

Tips for everyone

Quick impact

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Comparison shopping is now anautomatic consumer behaviour

1. We search

3. We search again

2. We find a site

& enquire online

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For example, someone searching forsolicitors might search several times

1 Search 2 Enquire 3 Search again

Repeat X 6

Every time this behaviour happens, at least one advertiser is wasting money by showing ads to the same person who has already enquired

Inflated impressions

= low CTR & QS

Accidental clicks= wasted spend &

higher CPA

Resulting in a

higher cost per click

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The solution?Exclude people who have already enquired

from seeing your ads using RLSAs.

What are Remarketing Lists for Search Ads (RLSAs)?

RLSAs allow you to tailor your search campaigns based on whether the person searching has

previously visited your website, and the pages that user viewed.

You can adjust bids for particular audiences,show them specific ad text, or exclude them

from seeing your ads when they search.Learn more here:

http://bit.ly/1b6ofqa

Activate Remarketing on your Google Analytics tag:

Update your Privacy Policy

http://bit.ly/29ixmsH

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Create your RLSA list of people who viewed the ‘Thank You’ page after contacting you online:

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Apply your RLSA list as an exclusion to campaigns:

AdWords budgets are set as daily budgets,but not all days convert equally

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For example ASOS may find that Thursdaysconvert better than Mondays…

The solution?Automated Rules to schedule budgets

Analyse your conversion rate or revenue by day of the week:

Use a date range of at

least one year

Plan your budgets by how much you want to increase and decrease spend by on different days:

Google can spend 20% more or less than your budget on any day

Day Total To Spend Rules RequiredMon £500.00 NoneTue £500.00 NoneWed £500.00 NoneThu £1,000.00 Increase budget by 50%Fri £1,000.00 NoneSat £500.00 Decrease budget by 50%Sun £500.00 None

Set up automated rules to make the budget changes by clicking the ‘Automate’ button

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Design the rule by telling it what changes to make to your budgets and when to make them:

Lack of negative keywords can wastesignificant amounts of your budget

Use Wordstream’s free grader to see how much you’re wasting http://bit.ly/29faXXo

You’re probably already regularly checking your Search Query report

for new negatives

9%

9% of search queries are grouped together under ‘other’ in your Search Query Report so you never know what they are.

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Other

The solution?Proactive negative keyword application

Add as many single negative broadkeywords as possible

If you spot ‘DIY tools to hire’ in

your search query report…

Add the single negative keyword ‘hire’ on broad to

exclude all searches

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If you spot ‘red shoes’ in your search query

report…

Add all the irrelevant colours

that you don’t stock of the shoes,

not just red

Proactively add related negative keywords and similes and metaphors

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Schedule your Search Query report to be emailed to you weekly

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Paid search is becoming all about location, location, location

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50%

Location searches are growing 50% faster than general queries on Google.Source: GeMarketing

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What does the future look like for localsearch advertising?

New BETA:Promoted Pins on Google Maps

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New BETA: Local search ads in Google Maps on desktop and in app

These are a closed BETA,which we expect to be fullyreleased in six months time

What can you do to optimise for localsearch ads right now?

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Campaign 1:

• Geographically targets the UK

• Contains only location specific keywords such

as “spa hotel Hampshire””

Campaign 2:

• Geographically targets Hampshire

• Contains only non-location keywords such

“spa hotel”

• Exclude location keywords as negatives

People in the target location will convert at

different rates to people outside searching with location KWs. Having two campaigns

allows you to adjust your budgets accordingly.

Optimise your account structure:Create two campaigns for each location

service or product

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Change your default location targetingsettings to target ‘people in’ the location

Google widen your locationtargeting by default.

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Create location extensions

You’ll need to link your GoogleMy Business account & AdWords account.

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Review campaign performance bylocation using Dimensions Tab data

Layer location targeting and applybid adjustments

PANIC!!!!!!!!!!!

You login on Monday after theweekend to realise that your ads haven’t been running, or your

conversion rate has plummeted.

The solution?AdWords Scripts for anomaly checks

Scripts enable you to make automated

changes / checks on your account.

They can be scheduled to run daily,

and email you the results.

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Get a copy of the script here http://bit.ly/29nb1bQ

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Create a copy of the spreadsheet at http://bit.ly/29wYQKy

Update the email address, account ID,

and edit permissions so anyone with

the link can edit the spreadsheet

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Under the Bulk Edits tab go to Scripts and click +Script

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Copy the script from the website and paste it into the box

Update the code above to use the

URL of your spreadsheet, then

click ‘Authorise now’ and ‘Save’

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Create a schedule for this script to run daily, weekly, or hourly

You’ll receive an email every time

the script finds anomalies.

Other pre-written useful AdWordsscripts include:

404 landing page error detector

scripthttp://bit.ly/1K9jRVo

TV schedule bid co-

ordination script

http://bit.ly/29nCuHT

Script to adjust bids

depending on the weather

forecasthttp://bit.ly/

1pZ6PQN

Script to change the

prices of products

mentioned in your ads

http://bit.ly/29ltg2W

Script to label your organic ad positions on your PPC

keywordshttp://bit.ly/29ltMhD

Need to start optimising but have zero (or only a few) conversions?

The solution?Track micro conversions.

Micro conversions

are ‘soft’ conversions

This could be Session

Duration for a lead

generation campaign

Or Pages Per Session for a lead gen site

Or views of the basket page for an ecommerce

site

Or whitepaper downloads for a lead gen site

‘Won’t this make tracking my CPA& conversion rate confusing?’

If you choose ‘No’ for

‘Include in “Conversions”’, you can

still track & optimise under

‘All Conversions’ column

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70%

Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to.Source:Criteo

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Remarketing can sometimes feel likestalking if it’s not done well…

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The solution?Setting list durations & frequency capping

List duration:

How long the cookie

lasts and how long

you’ll remarket to

the person for

Frequency cappingHow many timesper day or weeksomeone can seeyour ads

Use the Google Analytics Time Lag report todecide on your remarketing list duration

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Then set or edit your remarketing list duration in the Audiences tab of Google Analytics:

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Set your frequency cap in AdWords atthe campaign level settings

23%

23% is the average open rate for email marketing campaigns by UK SMEs.Source: Smart Insights

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The solution?Gmail Sponsored Promotions (GSPs)

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Target your existing mailing list,

and people on your competitors

mailing list.

Instructions: http://bit.ly/29ulphH

50%

The number of voice searches has increased by more than 50% in the last year.Source: Gary illyes at Google

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What is voice search?

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Voice search behaviour is different fromtext search behaviour

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Voice search:

“Who is the owner

of Microsoft” Text search:“Microsoft owner”

Voice search often uses questions and the length of the query is longer than text

Keyword research for long-tail voicesearch keywords

These questions tell us a lot about thesearcher’s intent

Set up a campaign for each type of

question so that you can allocate

budget based on intent & conversions

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Google Shopping ads give you little controlbecause they don’t use keywords & rely on

your Merchant Centre Product Feed

The solution?AdWords Customer Match for Shopping Ads

What is AdWords Customer Match for Shopping campaigns?

Customer Match allows you to upload an emaillist and layer it as an audience against your

shopping campaigns.

Like RLSA’s You can adjust bids for product groups when your audience is searching, showthem specific Shopping ads, or exclude them

from seeing your ads when they search.

Increase bids on a product groupwhen the person searching has bought

something similar from you already

For example John Lewis know I

bought GHD straighteners from them,

so they could increase bids for GHD

hairdryers when I am searching

Only advertise some products whenthe user searching has bought

something related from you

For example Pandora might not

advertise on silver cleaning cloths as

they are low value, but they know

I recently bought a bracelet so they do

In the Audiences tab click +Remarketing List, but choose ‘customer emails’

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Select the CSV file of email addresses from your computer

Apply the list in the same way

you would apply the RLSA lists but

on your shopping campaigns.

Adjust your settings http://bit.ly/29SvdzR

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Thanks!Tara West | @Tara_Dee_West

#EtchSummerSummitJuly 2016

tara.west@etchuk.com023 8000 4800