PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummit

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• Born in Scotland • Grew up in Hong Kong• Featured on sexiestmanalive.org• Spy, semi-pro goalie, insurance

salesman• Married• Grandfather


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

A poor user experience is still a poor user experience.


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


TOP 10%• The top 10% success is usually

negated by the bottom 10% failure

• The 80% in the middle usually washes its face

It’s poor execution.


ROUGE TACTICS• If you don’t understand how the following

work :• GDN• RLSA• YouTube Ads

• Don’t do them

• Performance on above is polarised


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

100 clicks is usually enough.


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


AD DAYPARTING• Run different ads for different times of day • Morning.• Afternoon.• Evening.• Weekend. • Tone and urgency. • Calls, carts or phone.


BID PRICING• Work to blended eCPC regardless of if you

are measuring • CPA• CPI• CPM

• They all back out to an eCPC


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


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


TRAFFIC FUNNELING• Time on site• Read X blog posts• Downloaded guide• Visited Y times• Logged in• Socially engaged• All are remarketing hooks


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


PSYCHOGRAPHICS• Mosaic • Interests • Affinities• Likes • Fans

• All are remarketing hooks


AUDIENCE MOBILITY• Move your audiences from one platform to

another • Custom segments using source= data


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


PLATFORM CHOICE• StumbleUpon • Native (Stream Ads)• Taboola• Outbrain• Buzzfeed


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


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


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


TOP TOOLS• Use the best tools you can afford • Hitwise (good but expensive)• SEMrush.com• Adbeat.com• Whatrunswhere.com• nod3x.com• Vidiq.com

HITWISE

SEMRUSH

ADBEAT

WHAT RUNS WHERE

NOD3X.COM


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,


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


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


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PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummit

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Transcript of PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummit