2014 11-18 - identifying data to fuel your ppc strategy
DESCRIPTION
The end goal to a PPC campaign is often to drive brand awareness, sales, sign-ups and downloads. But more often than not, we do not analyse the data available to us to optimise and drive a successful strategy to reach this goal. Jason will be talking through some of the key areas where data can be analysed and built into a successful PPC strategy.TRANSCRIPT
whitedotnet
Identifying data to fuel your PPC strategyJason DennyPPC Consultant @ White@black_hawk204
black_hawk204
“The goal is to turn data into information, and information
into insight.”
- Carly Fiorina, Hewlett-Packard Co.
black_hawk204
Yet this fundamental rule is often overlooked.
black_hawk204
Why…?
black_hawk204
Why…?More often than not we do not know ‘what’ we are looking for.
black_hawk204
So, what is ‘data’?
black_hawk204
You, me…
black_hawk204
You, me…
…Rob Brydon…
black_hawk204
Dad Joke ALERTThis guy is just too funny!
black_hawk204
“Facts and statistics collected together for reference or analysis”
- Definition
black_hawk204
But, we need to understand two important points about data.
black_hawk204
How to find it, and how use it, to define & build a successful
strategy to reach our end goal.
black_hawk204
Firstly, what is the strategy?
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
5W1H
Why, What, Who, Where, When, How
black_hawk204
“We shape our buildings;thereafter they shape us.”
- Winston Churchill
black_hawk204
Account structure is important for the success of any account!
Your account should reflect an architectural masterpiece.
black_hawk204
Campaigns
black_hawk204
Campaigns AdGroups
black_hawk204
Campaigns AdGroups Keywords
black_hawk204
Negative Keywords
black_hawk204
So, where is the data?
black_hawk204
It is important to understand the difference between Keywordsand Search Queries.
black_hawk204
Keywords, are the platonic ideal of a search query – it's an abstraction that we extrapolate
from multiple search queries.
Search Queries, the actual word or string of words that a user types into the search box,
they are the real-world application of a keyword – it may be misspelled, out of order or have other words tacked on to it, or conversely it might be identical to the keyword.
black_hawk204
Where do we find our Search Queries?
black_hawk204
black_hawk204
But what if I’m not seeing changes in my SQR?
black_hawk204
Then it’s time for data mining.
black_hawk204
black_hawk204
black_hawk204
black_hawk204
black_hawk204
To throw in a curveball…
black_hawk204
black_hawk204
How does this work?
black_hawk204
Example
- Weber BBQs- Outback BBQs- Gas Barbeques
black_hawk204
Example 2
black_hawk204
black_hawk204
black_hawk204
black_hawk204
When are your users browsing your site?
black_hawk204
The importance of day & time analysis
black_hawk204
black_hawk204
black_hawk204
black_hawk204
black_hawk204
Identifying when users visit your site will allow you to better
understand your key trading days / times and competition levels.
black_hawk204
How are users reaching your site?
black_hawk204
Mobile overview report
black_hawk204
Mobile Overview Report
Sessions
Revenue
Pre Responsiv
e
Post Responsiv
e
Bounces
black_hawk204
Mobile devices report
black_hawk204
Mobile Devices Report
black_hawk204
black_hawk204
Identifying user devices will enable you to ensure your site is fully mobile / OS compatible.
black_hawk204
Understanding your traffic acquisition
black_hawk204
“A mouse does not rely on just one hole.”
- Plautus
black_hawk204
black_hawk204
Analysing your traffic sources will enable you to diversify your
reach.
black_hawk204
Multi-channel funnels
black_hawk204
What are they?
black_hawk204
What are they?How do they work?
black_hawk204
What are they?How do they work?Assisted conversions reveal how and when
different channels had an impact on conversion
black_hawk204
What are they?How do they work?
Assisted conversions reveals how and when different channels had an impact on conversion
Time lag helps understand time to conversion
black_hawk204
What are they?How do they work?
Assisted conversions reveals how and when different channels had an impact on conversion
Time lag helps understand time to conversion
Path length shows you the number of interactions before a conversion
black_hawk204
What are they?How do they work?
Assisted conversions reveals how and when different channels had an impact on conversion
Time lag helps understand time to conversion
Path length shows you the number of interactions before a conversion
Top conversion paths illustrate the routes that your customers take
black_hawk204
What are they?How do they work?
Why should we use them?
black_hawk204
What are they?How do they work?
Why should we use them?View all of your digital marketing channels in one place
black_hawk204
What are they?How do they work?
Why should we use them?
View all of your digital marketing channels in one place
Better understand the value of your marketing efforts
black_hawk204
What are they?How do they work?
Why should we use them?
View all of your digital marketing channels in one place
Better understand the value of your marketing efforts
See a complete picture of the steps that your customers take before purchasing or converting
black_hawk204
What are they?How do they work?
Why should we use them?
View all of your digital marketing channels in one place
Better understand the value of your marketing efforts
See a complete picture of the steps that your customers take before purchasing or converting
Improve your marketing based on channel performance
black_hawk204
What are they?How do they work?
Why should we use them?
View all of your digital marketing channels in one place
Better understand the value of your marketing efforts
See a complete picture of the steps that your customers take before purchasing or converting
Improve your marketing based on channel performance
Make the right digital marketing budgeting decisions
black_hawk204
black_hawk204
I may not do all the work but I certainly helped out!
black_hawk204
Surveys
black_hawk204
Why survey?Customer loyalty: Understand the magic – what they like about you
and what they dislike
black_hawk204
Why survey?
Customer loyalty: Understand the magic – what they like about you and what they dislike
Customer satisfaction: Satisfied customers are those who do not have outstanding negative issues concerning
you on their mind
black_hawk204
Why survey?
Customer loyalty: Understand the magic – what they like about you and what they dislike
Customer satisfaction: Satisfied customers are those who do not have outstanding negative issues concerning
you on their mind
Effective communication: By inviting customers to talk to you, and through careful design of your survey, you can effectively inform them about things they may not
know - or remind them of important changes or innovations
black_hawk204
Why survey?
Customer loyalty: Understand the magic – what they like about you and what they dislike
Customer satisfaction: Satisfied customers are those who do not have outstanding negative issues concerning
you on their mind
Effective communication: By inviting customers to talk to you, and through careful design of your survey, you can effectively inform them about things they may not
know - or remind them of important changes or innovations
Spotting trends: Spotting such trends ahead of competition could offer you a significant advantage
black_hawk204
Example Survey
up to 30
mins, 13%
up to 1
hour, 37%
up to 1.5
hours, 23%
up to 2
hours, 14%
over 2
hours, 13%
How far would you travel to a UK airport to catch a flight?
39%
37%
32%
29%
24%
0% 10% 20% 30% 40% 50%
A better seat
Better in flight services
More…
Free parking
Inclusive refreshments
What would you travel further for?
From our own market research we’ve identified what the propensity amongst travellers is to fly from airports further afield.
Create geo-targeted campaigns for specific offers such as seating upgrades from specific UK airports.
black_hawk204
Key takeaways
black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who, Where, When and How.
black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
black_hawk204
Key Takeaways
Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly.
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
black_hawk204
Key Takeaways
Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly.
Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel.
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
black_hawk204
Key Takeaways
Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly.
Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel.
Multi-Channel Funnels: Don’t take the performance of any channel at face-value. It may not directly convert but can be important in assisting the conversion.
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who, Where, When and How.
Structure: Your account should be an architectural masterpiece to avoid cross-contamination and budget haemorrhages.
Do Your Research: Data mine search queries to identify new and profitable keywords. Remember to cross-reference in other tools and give the Wikipedia example a go.
Day & Time: Analyse when your customers are viewing your site and optimise your bidding strategy accordingly.
Devices: Analyse how people are reaching your site and ensure your website is mobile/OS friendly.
Traffic Acquisition: Understand where your traffic is coming from and ensure you are not reliant on any one channel.
Multi-Channel Funnels: Don’t take the performance of any channel at face-value. It may not directly convert but can be important in assisting the conversion.
Surveys: These can provide additional and invaluable insights into the experience of your customers.
black_hawk204
“Data! Data! Data! I can’t make bricks without clay!”
- Sir Arthur Conan Doyle
whitedotnet
Thank you!
Slides available at: bit.ly/158JRPK
Jason DennyPPC Consultant @ White@black_hawk204