Post on 02-Aug-2015
“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
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#SEJSummit#Searchmetrics @JimBanks
• Born in Scotland • Grew up in Hong Kong• Featured on sexiestmanalive.org• Spy, semi-pro goalie, insurance
salesman• Married• Grandfather
#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
#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
#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
#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
#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
#SEJSummit#Searchmetrics @JimBanks
CONTROL ADS• Always test your control ad on a like for like
basis
• If you use dayparting, then daypart your A/B/MVT test also
#SEJSummit#Searchmetrics @JimBanks
AD DAYPARTING• Run different ads for different times of day • Morning.• Afternoon.• Evening.• Weekend. • Tone and urgency. • Calls, carts or phone.
#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
#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
#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
#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
#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
#SEJSummit#Searchmetrics @JimBanks
PSYCHOGRAPHICS• Mosaic • Interests • Affinities• Likes • Fans
• All are remarketing hooks
#SEJSummit#Searchmetrics @JimBanks
AUDIENCE MOBILITY• Move your audiences from one platform to
another • Custom segments using source= data
#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
#SEJSummit#Searchmetrics @JimBanks
PLATFORM CHOICE• StumbleUpon • Native (Stream Ads)• Taboola• Outbrain• Buzzfeed
#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
#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
#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
#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
#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,
#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
#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