Getting to Grips with PPC - Presentation from Digital in Kent Warm Up Webinar 19/9/13
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On 19th September 2013, Luke Quilter, managing director of Sleeping Giant Media, hosted a webinar that was second in a three part series of 'warm up' sessions for the upcoming Digital in Kent event. He talked about: - the thought process for set up, optimisation and monitoring of PPC accounts - best practices and useful tools - his view on what metrics are important. To find out more about Digital in Kent, take a look at our website http://www.sleepinggiantmedia.co.uk/posts/digital-in-kent-returns-to-folkestone-october-2013/
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Getting to Grips with PPC - Presentation from Digital in Kent Warm Up Webinar 19/9/13
- 1. Presented by: Luke Quilter Getting to grips with PPC 1Thursday, 26 September 13
- 2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Introduction -Thought process for set up, optimisation and monitoring -Best practices, some useful tools -View on what metrics are important 2 2Thursday, 26 September 13
- 3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Some of our clients 3 3Thursday, 26 September 13
- 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Getting to grips with PPC -Where to start -Ground rules for better setup -Ongoing monitoring 4Thursday, 26 September 13
- 5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk General principle -Relevancy -Search Query - Advert - Landing page 5 5Thursday, 26 September 13
- 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Things to avoid -Putting all keywords in one adgroup -Putting all adgroups in 1 campaign -Leaving the content network on -Not regularly reviewing and optimising 6 Poll - How often do you optimise your account daily weekly Monthly rarely 6Thursday, 26 September 13
- 7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Where to start -What do you sell? -What does the customer call it? (not what you call it!) -What makes you the most money? -Where do you sell it? -Often your nav bar is a good place to start 7 7Thursday, 26 September 13
- 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Keyword section -Use Google’s tools to get you started -Use this tool and Excel to help group things logically 8 8Thursday, 26 September 13
- 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Start grouping terms 9 Red shoes Base termsModifiers Ladies Womens Womans yellow shoes green shoes Modifiers online cheap discount http://tools.seobook.com/keyword-list/ generator.php 9Thursday, 26 September 13
- 10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Account structure -Budgets are set at a campaign level -Group campaigns based on the most logical way to categories your products/services -These can always be broken out later 10 Womens Mens 10Thursday, 26 September 13
- 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The account structure 11 Mens Womens Yellow red blue Cheap cheap womens yellow shoes cheap womens yellow boots cheapest womens yellow shoes cheapest womens yellow boots online womens yellow shoes online womens yellow boots womens yellow shoes womens yellow boots cheap womens red shoes cheap womens red boots cheapest womens red shoes cheapest womens red boots online womens red shoes online womens red boots womens red shoes womens red boots cheap womens blue shoes cheap womens blue boots cheapest womens blue shoes cheapest womens blue boots online womens blue shoes online womens blue boots womens blue shoes womens blue boots 11Thursday, 26 September 13
- 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Account settings 12 Mens Womens Generic Yellow red blueCheap Yellow online womens yellow shoes online womens yellow boots womens yellow shoes womens yellow boots Cheap red Cheap blue cheap womens yellow shoes cheap womens yellow boots cheapest womens yellow shoes cheapest womens yellow boots 12Thursday, 26 September 13
- 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Ongoing Management -Ensure you break the account out -Remove the poor performing bits -Allow more budget to go to the better 13 Average performance Good performance Bad performance Great performance Great performance Ok performance Best performance Best performance Best performance Best performance Stage 1 Stage 2 Stage 3 Stage 4 13Thursday, 26 September 13
- 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Search Query Report -SQR’s help you find new terms -What your customers are actually typing in 14 14Thursday, 26 September 13
- 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Adwords editor 15 Do you use adwords editor Yes No 15Thursday, 26 September 13
- 16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What metrics? - CTR is important, but only part of the picture - Ultimately Goals or sales are the most important - In the absence of goals you have to look for quality of traffic - Bounce rate and Avg. time on site - Link your PPC account to analytics 16 16Thursday, 26 September 13
- 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Metrics 17 17Thursday, 26 September 13
- 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Other engines -Time Vs reward -Only use them once you are sure you are doing a pretty good job with Google! 18 18Thursday, 26 September 13
- 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Summary points -Adwords editor -Search Query Reports -Watch out for the content network -Monitor on a regular basis -Break out campaigns based on performance 19 19Thursday, 26 September 13
- 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Other events 20 www.digitalinkent.co.uk 20Thursday, 26 September 13
- 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Thanks for your time -Any questions? -Hope to see you at the main event! 21Thursday, 26 September 13