PPC Tactics for 2017

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About Me

Head of Digital Marketing @ Optix

10 years experience in Digital Marketing

Google AdWords certified

Optix are Google Partners

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About You

How much do you know?

PPC? CTR? CPA? Quality Score?

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Putting the right message in front of the right people at the right time

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How To

Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

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Everything can be found at: www.thomashaynes.co.uk/ppc-2017

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How To

Reach exactly the right audienceTrack what’s actually workingGet 44% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

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Baby Banks 2.0 born 19th October 2016

Target Al with an advert

How to target Alastair without wasting budget?

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34 year old men in Exeter who are married and have childrenAnd own their home and two cars, And have a pet dog And use an iPhone And are interested in marketing, entrepreneurship, skiing, rugby and wine. And like Danny Dyer, Top Gear and Megan Fox, And studied Computer Science and work at Optix Solutions.

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“Your audience is too specific for your ads to be shown. Try making it broader.”

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Facebook wont show your Ad if your audience is too small

Back to the drawing board

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How To

Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

#letstalkdigital

Do you know the ROI of your PPC spend?

Which Landing Pages have the highest Conversion Rate?

Which Ads drive the most enquiries/sales?

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Good news:

All of this data is already in your Google Analytics account(if you’ve set it up correctly)

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All you need to do is set up a Custom Dashboard to show you the data in a meaningful way

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PPC (AdWords) E-commerce Overview Dashboardhttp://bit.ly/2kjcsts

PPC (AdWords) Conversion Overview Dashboardhttp://bit.ly/2kjj6jg

Steal this!

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How To

Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

#letstalkdigital

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Is your site suitable for mobile traffic?

https://testmysite.thinkwithgoogle.com/

40% of users abandon a site which takes over 3 seconds to load (source)

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Create a mobile Search Campaign:http://bit.ly/2jTa1kK

Set your Device Bid Adjustment to -100% for Computers

Remember: mobile users are impatient and easily distracted

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How To

Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

#letstalkdigital

You can boost content beyond your normal audience on all the main Social Networks

In 2017 we’re recommending PPC as part of all Content Marketing Campaigns

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Simply boosting content isn’t necessarily enough to get 10x the reach

It certainly won’t ensure you get 10x the engagement

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1% of people will engage with your worst content30% of people will engage with your best content

Never boost rubbish content!

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Series10

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Worst Best

Time

Reac

h

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Cost: £25 + £40 = £65

84,236 people reached

2,598 engagements

£1 = 1,300 people reached

30% engagement rate

500 extra page likes

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How To

Reach exactly the right audienceTrack what’s actually workingGet 40% more clicks on your AdsGet 10x more reach for your contentStop wasting 25% of your AdWords budget

#letstalkdigital

The average small business wastes 25% of their AdWords budget (source)

B2B companies lose 157 leads

E-commerce companies lose 569 product sales

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A day spent optimising your AdWords account (plus a few hours per week maintenance)

=

25% more leads/sales

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Your AdWords account is a mess

The right landing page, for the right ad, for the right keyword

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Keywords

• Shoes• Trainers• Flip Flops

Ads

• Buy Trainers

• Buy Shoes

Landing Page

• All Flip Flops

• All Shoes

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Keywords

• Shoes• Trainers• Flip Flops

Ads

• Buy Trainers

• Buy Shoes

Landing Page

• All Flip Flops

• All Shoes

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Relevant Ads = higher Click Through Rate = higher Quality Score = cheaper Cost Per Click

Relevant Landing Page = higher Conversion Rate

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Keywords

• Shoes• Trainers• Flip Flops

Ads

• Buy Trainers

• Buy Shoes

Landing Page

• All Flip Flops

• All Shoes

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Separate out your Keywords and Ads into thematic Ad Groupshttp://bit.ly/2j4UBFk

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One topic/offering/product type per Ad Group

Only use Keywords matching this topic (5 – 10)

Ensure all Ad copy reflects the Keyword

Any Questions?

www.thomashaynes.co.uk/ppc-2017