2014 11-18 - identifying data to fuel your ppc strategy

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Identifying data to fuel your PPC strategyJason DennyPPC Consultant @ White@black_hawk204

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“The goal is to turn data into information, and information

into insight.”

- Carly Fiorina, Hewlett-Packard Co.

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Yet this fundamental rule is often overlooked.

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Why…?

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Why…?More often than not we do not know ‘what’ we are looking for.

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So, what is ‘data’?

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You, me…

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You, me…

…Rob Brydon…

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Dad Joke ALERTThis guy is just too funny!

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“Facts and statistics collected together for reference or analysis”

- Definition

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But, we need to understand two important points about data.

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How to find it, and how use it, to define & build a successful

strategy to reach our end goal.

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Firstly, what is the strategy?

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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5W1H

Why, What, Who, Where, When, How

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“We shape our buildings;thereafter they shape us.”

- Winston Churchill

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Account structure is important for the success of any account!

Your account should reflect an architectural masterpiece.

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Campaigns

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Campaigns AdGroups

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Campaigns AdGroups Keywords

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Negative Keywords

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So, where is the data?

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It is important to understand the difference between Keywordsand Search Queries.

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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.

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Where do we find our Search Queries?

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But what if I’m not seeing changes in my SQR?

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Then it’s time for data mining.

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To throw in a curveball…

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How does this work?

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Example

- Weber BBQs- Outback BBQs- Gas Barbeques

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Example 2

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When are your users browsing your site?

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The importance of day & time analysis

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Identifying when users visit your site will allow you to better

understand your key trading days / times and competition levels.

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How are users reaching your site?

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Mobile overview report

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Mobile Overview Report

Sessions

Revenue

Pre Responsiv

e

Post Responsiv

e

Bounces

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Mobile devices report

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Mobile Devices Report

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Identifying user devices will enable you to ensure your site is fully mobile / OS compatible.

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Understanding your traffic acquisition

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“A mouse does not rely on just one hole.”

- Plautus

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Analysing your traffic sources will enable you to diversify your

reach.

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Multi-channel funnels

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What are they?

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What are they?How do they work?

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What are they?How do they work?Assisted conversions reveal how and when

different channels had an impact on conversion

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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

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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

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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

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What are they?How do they work?

Why should we use them?

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What are they?How do they work?

Why should we use them?View all of your digital marketing channels in one place

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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

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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

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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

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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

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I may not do all the work but I certainly helped out!

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Surveys

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Why survey?Customer loyalty: Understand the magic – what they like about you

and what they dislike

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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

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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

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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

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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.

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Key takeaways

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Key Takeaways

5W1H: Remember Why, What, Who, Where, When and How.

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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.

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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.

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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.

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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.

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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.

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“Data! Data! Data! I can’t make bricks without clay!”

- Sir Arthur Conan Doyle

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Thank you!

Slides available at: bit.ly/158JRPK

Jason DennyPPC Consultant @ White@black_hawk204