PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummit
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Event: SEJ Summit London Hosted By Searchmetrics Most companies' lead funnels are too wide at the top and too narrow at the bottom. Jim walks us through his strategies to identify your best 10% of what's working and maximize the best results from paid search.
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PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummit
- 2. Sebastian Wenzel, Webanalyticsbook Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors.
- 3. #SEJSummit #Searchmetrics @JimBanks • Born in Scotland • Grew up in Hong Kong • Featured on sexiestmanalive.org • Spy, semi-pro goalie, insurance salesman • Married • Grandfather
- 4. #SEJSummit #Searchmetrics @JimBanks PPC is not a magic wand There is no such thing as a bad keyword You don’t need to spend a lot to test a theory
- 5. A poor user experience is still a poor user experience.
- 6. #SEJSummit #Searchmetrics @JimBanks TIPS TO THE TOP • Set up macro and micro goals • Funnel the steps • Import ALL your costs to GA or your analytics tool of choice • Use a tag management solution – GTM is free • Low Quality Score = Poor user experience
- 7. #SEJSummit #Searchmetrics @JimBanks TOP 10% • The top 10% success is usually negated by the bottom 10% failure • The 80% in the middle usually washes its face
- 9. #SEJSummit #Searchmetrics @JimBanks ROUGE TACTICS • If you don’t understand how the following work : • GDN • RLSA • YouTube Ads • Don’t do them • Performance on above is polarised
- 10. #SEJSummit #Searchmetrics @JimBanks PRIMARY OBJECTIVES • Not to spend less • It is to be able to spend more • You should aim to dominate the prime terms, even if you need to loss lead them. • Halo effect can be huge
- 11. 100 clicks is usually enough.
- 12. #SEJSummit #Searchmetrics @JimBanks CONTROLADS • Always test your control ad on a like for like basis • If you use dayparting, then daypart your A/B/MVT test also
- 13. #SEJSummit #Searchmetrics @JimBanks AD DAYPARTING • Run different ads for different times of day • Morning. • Afternoon. • Evening. • Weekend. • Tone and urgency. • Calls, carts or phone.
- 14. #SEJSummit #Searchmetrics @JimBanks BID PRICING • Work to blended eCPC regardless of if you are measuring • CPA • CPI • CPM • They all back out to an eCPC
- 15. #SEJSummit #Searchmetrics @JimBanks ANALYTICS • Get really good at analytics. • Custom segments. • Custom reports. • Custom tables. • Export your raw data to the cloud and use BigQuery to interrogate. • Ask the right questions of your data and it will sing to you
- 16. #SEJSummit #Searchmetrics @JimBanks DATA LAYER • Use a data layer – • 20 custom dimensions AND custom metrics in GA (200 in GAP) – • Dimensions - origin, destination, route, ticket type, departure date, return date • Metrics - adults, children, distance • All are remarketing hooks
- 17. #SEJSummit #Searchmetrics @JimBanks TRAFFIC FUNNELING • Time on site • Read X blog posts • Downloaded guide • Visited Y times • Logged in • Socially engaged • All are remarketing hooks
- 18. #SEJSummit #Searchmetrics @JimBanks DEMOGRAPHICS • ASL • Under 18/18-24/25-34/35-44/45-54/55+ - • M/F/TG • Income • Marital Status • Children • Granular location • All are remarketing hooks
- 19. #SEJSummit #Searchmetrics @JimBanks PSYCHOGRAPHICS • Mosaic • Interests • Affinities • Likes • Fans • All are remarketing hooks
- 20. #SEJSummit #Searchmetrics @JimBanks AUDIENCE MOBILITY • Move your audiences from one platform to another • Custom segments using source= data
- 22. #SEJSummit #Searchmetrics @JimBanks PLATFORM CHOICE • Leverage the opportunities each platform has • Facebook high mobile - think apps – wealth of data • Bing/Yahoo/Microsoft (plus content network) • GDN – graphical ads (dynamic ads via business data) • YouTube – competitor companion ads • Twitter - Daypart
- 23. #SEJSummit #Searchmetrics @JimBanks PLATFORM CHOICE • StumbleUpon • Native (Stream Ads) • Taboola • Outbrain • Buzzfeed
- 24. #SEJSummit #Searchmetrics @JimBanks PLATFORM FEATURES • Most advertisers use less than 50% of the features platforms make available – • Ad customizers • Selective sitelinks -Trojan horse cross sells • Callout extensions • Review extensions • Call only ads
- 25. #SEJSummit #Searchmetrics @JimBanks THE QUICK & THE DIRTY • A-Z - Start at Z or start at M - most advertisers start at A and give up at D • Day-parting is a 168 hour a week function • 6.30 to 9am mobile • 9-12 desktop • 12-2 desktop/mobile
- 26. #SEJSummit #Searchmetrics @JimBanks THE QUICK & THE DIRTY • 2-6 desktop • 6-8 mobile or tablet • 9-11 mobile • BUT…all different if weekend, bank holiday, good weather/bad weather
- 28. #SEJSummit #Searchmetrics @JimBanks TOP TOOLS • Use the best tools you can afford • Hitwise (good but expensive) • SEMrush.com • Adbeat.com • Whatrunswhere.com • nod3x.com • Vidiq.com
- 29. HITWISE
- 30. SEMRUSH
- 31. ADBEAT
- 32. WHAT RUNS WHERE
- 33. NOD3X.COM
- 34. VIDIQ
- 35. #SEJSummit #Searchmetrics @JimBanks OTHER TOOLS • Adwords scripts • MCC account • Adwords Editor • Bing Ads Editor • Bing Ads Intelligence • GA Demos and Tools - https://ga-dev- tools.appspot.com/query-explorer/ • Google Drive with Addons - Google Analytics, Supermetrics,
- 36. #SEJSummit #Searchmetrics @JimBanks FINAL FEW ITEMS • Hashtags can also be keywords • Don’t be afraid of C & D’s • PPC should be 100% DR • If a traffic source says their platform needs to learn, call bullshit • Use custom audiences for Twitter, Facebook
- 38. #SEJSummit #Searchmetrics @JimBanks PPC is not a magic wand There is no such thing as a bad keyword You don’t need to spend a lot to test a theory