how to optimize your adwords ppc campaign

29
PPC Optimization Miles Woolgar www.oakhousefoods. co.uk Twitter: @mewoolgar Email: [email protected]

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Useful tips on how to create and then optimize your PPC campaign to work better

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Page 1: How to optimize your Adwords PPC campaign

PPC Optimization

Miles Woolgar

www.oakhousefoods.co.ukTwitter: @mewoolgarEmail: [email protected]

Page 2: How to optimize your Adwords PPC campaign

Keyword Research

• Backup everything• Put existing campaigns on pause• Keyword spy, spyfu, semrush• Adwords Keywords Tool • Negative keywords• Spy on competitors

Page 3: How to optimize your Adwords PPC campaign

Know Your Product & Market• Think of the audience coming to

your site & what you can offer them.• 80+ Yrs olds + Relatives +40 Yrs• Which products to sell – best sellers,

high margins etc.• Seasonality, TV ads and other off-line

activity – All impact your campaigns

Page 4: How to optimize your Adwords PPC campaign

Creating Ads

Search Network - Text Ads•Text – be inspired •Target emotions •Peoples pain points•Target unique selling points•Look at manufacturers sales literature•Use qualifiers to get rid of time wasters•Campaign structure – “+broad +match +modifier” & [exact match]

Page 5: How to optimize your Adwords PPC campaign

Creating Ads

Placement Ads (on display network)•Don’t mix Display & Search Network• Ads need to stand out i.e. colour, design•Ads need to deliver the message•Create all possible ad sizes

Page 6: How to optimize your Adwords PPC campaign

Placement Ads

• Themed Ad Groups – be creative• Many keywords – about 30/ad group• Use broad match keywords• Automatic placements 2weeks

Page 7: How to optimize your Adwords PPC campaign

Placement Ads

Page 8: How to optimize your Adwords PPC campaign

Exclude placement ads

Page 9: How to optimize your Adwords PPC campaign

Identify sites that don’t work

Page 10: How to optimize your Adwords PPC campaign

Placement Adsin Google Analytics• Sites with high bounce rates• Visits but no conversions (Rev + soft goals)• Sites that work – move to manual

placements

Page 11: How to optimize your Adwords PPC campaign

Let’s Play!

• Let things settle 1 – 2 weeks • Check bids everyday • Adjust your bids - position 2 - 3.• You have to bid for number 1 position for

image ads or they don’t appear

Page 12: How to optimize your Adwords PPC campaign

• Quality score – move poorly performing keywords into new ad groups

• Break up bloated Ad Groups• 1000 impressions but <200 clicks – think

about pausing them• Find new keywords – Search Query Report

(Adwords), SEO Queries report in GA & Searched keywords in your CRM

Refine

Page 13: How to optimize your Adwords PPC campaign

Use Filters

Page 14: How to optimize your Adwords PPC campaign

Use Filters

1. Bad Quality KeywordsQuality score <= 5Impressions >= 200Cost/Conv >= £15

• However, conversions = revenue

Page 15: How to optimize your Adwords PPC campaign

Use Filters

2. Expensive Keywords > Cost >= £100Cost/Conv > £10Avg position > 2

• Could reduce position to improve Cost/Conv

Page 16: How to optimize your Adwords PPC campaign

Use Filters

3. Failing KeywordsCost >= £100Conversions = 0

• Consider pausing these for now. You can always revisit these keywords e.g. seasonality

Page 17: How to optimize your Adwords PPC campaign

Use Keyword diagnosis

Page 18: How to optimize your Adwords PPC campaign

Low Budget

• Ad scheduling• Geo targeting • Match type – broad match modifier &

exact match or only exact match• Low positions = fewer conversions

Page 19: How to optimize your Adwords PPC campaign

When Things Go Wrong

• Test new text ads – duplicate & then turn off old ads to remove history

• Track competitor prices - http://www.changedetection.com/

• Look at Google shopping• Check for double serving• Check bid position• Look at landing pages

Page 20: How to optimize your Adwords PPC campaign

Use Google Analytics

Use Actionable KPIs•Revenue•Revenue per click•Average value•Page Value•Campaign, Ad Group & Keyword bounce rates

Page 21: How to optimize your Adwords PPC campaign

Segment or die

• Where is your traffic coming from?• Quickly identify if conversions have unexpectedly

dropped off for a particular traffic source• Branded vs. non-branded• New vs. Returning visitors

Page 22: How to optimize your Adwords PPC campaign

Look at Revenue & Goals

• Use customized segments• https://www.google.com/analytics/web/permalink?uid=HOEkv-yIQnWacEevISRMKA

Page 23: How to optimize your Adwords PPC campaign

Where Do People Go After Landing?

Landing page Report•What people do next after landing on your PPC page •“Entrance Paths” report (Content/Landing Pages/Entrance Paths)

Page 24: How to optimize your Adwords PPC campaign

How Do People Navigate Your Site?All Pages Report•Look at the Navigation summary report(Content/Site Content/All Pages)•Discover how people go through your site

Page 25: How to optimize your Adwords PPC campaign

Where Are People Dropping Out?

• Set up Goal Funnels• Revenue, downloads,

signups etc.

Page 26: How to optimize your Adwords PPC campaign

Track Events

Virtual pageview tracking – for links<a title="HTC Cellphones" onclick="_gaq.push(['_trackPageview', '/virtual/ppc1-

htc']);" href="/phones/where/cellphones/htc.html"><img src="http://www.cellphones.com/media/htc-cellphones.jpg" alt="HTC Cellphones"></a>

Track event for downloads<a title="HTC Cellphone brochure" onclick="_gaq.push(['_trackEvent', 'PDF',

'Download', 'downloads-htc-brochure']);" href="http://www.cellphones.com/media/htc-brochure.pdf" target="_blank">HTC brochure</a>

Page 27: How to optimize your Adwords PPC campaign

Conversion Optimization

• Qualaroo – questionnaires & nudges• Live chat - Olark• Userbilitytesting.com• Crazyegg.com• Are you looking at the right chart?• Revenue vs. Lead generation?

Page 28: How to optimize your Adwords PPC campaign

Lessons Learnt

• Understand your audience & products• Stalk your competitors• Be creative – think out of the box• Understand your Adwords account• Use Google Analytics everyday• Look at Conversion Rate Optimization

Page 29: How to optimize your Adwords PPC campaign

Miles Woolgar

www.oakhousefoods.co.ukTwitter: @mewoolgarFB: http://on.fb.me/13kJ3jTEmail: [email protected] In: http://bit.ly/16rq78Y