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Novo K PPC Proposal
- 2. WelcomeYour presentation will begin shortly
- 3. Our Agenda ▪ Our Strategy Development Process ▪ Our Prices & Packages ▪ Quick Overview of Push ▪ Your PPC Proposal ▪ New Opportunities
- 4. Pure Focus On Digital Advertising Since 2007 50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen
- 5. Our Values
- 8. 10Contracted UK Channel Partners
- 9. So what? Access to beta tests before your competition
- 10. So what?We run seminars every month at Google’s Head Offices
- 11. So what?Support to help customers expand internationally.
- 12. Global expansion Lots of our customers operate globally and have expanded into new territories working with us. Customer Areas we run campaigns in Mountain Store Hair Transplant Clinic Golf Holiday Company Diabetes Management company UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA, SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN DIEGO, LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA SWEDEN, DENMARK, UK, USA UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND, AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE
- 13. Winner Best Customer Satisfaction Award - Google Premier Partner EMEA Awards 2016 Winner Mobile Innovation Award - Google Premier Partner EMEA Awards 2017 The only agency to win a Google Premier Partner Award 3 years in a row Winner Mobile Innovation Award - Google Premier Partner Global Awards 2017 Winner Growing Business Online Award - Google Premier Partner EMEA Awards 2018 The most highly nominated European agency
- 17. See what our clients have to say
- 18. Push Analyser The push analyser puts together reports that would take us 3-4 hours to put together manually. It saves time analysing and leaves us with more time to actually do work on your account.
- 19. We’re a process driven PPC agency
- 20. How we’re always ahead
- 21. How we keep you ahead
- 22. We Can Help Your Business Grow Through Multiple Channels
- 23. Our Agenda ▪ Our Strategy Development Process ▪ Our Prices & Packages ▪ Quick Overview of Push ▪ Your PPC Audit ▪ New Opportunities
- 25. Search Trends ▪ We are able to see search trends for keywords in any country at any time to plan your budget for the year.
- 26. There are hundreds of keyword variations by Trends
- 27. We can see locations people search from
- 28. We can see the devices they use
- 31. Strategic Management Course/Planning Training/ Best Strategy Courses
- 33. Corporate Strategy Training/Supply Chain Strategy/ Best Strategy Courses
- 36. Budget Training Courses/Budgeting Courses/Budget Management Course
- 37. Supply Chain Courses/Management Courses/Supplier Management Training
- 38. Risk Management Course/Training/Financial Risk Management Course
- 40. Competitor Data
- 41. Competitor Data
- 42. Competitor Data
- 43. Competitor Data
- 44. Competitor Data
- 45. Competitor Data
- 46. Our scripts identify competitors keywords not in your account
- 47. We use Google alerts to keep up to date with industry news
- 48. Benchmark CPA’s We have our own benchmarks out of our 300 clients to estimate conversion rates in your industry. Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost Advertising & Marketing 6053 453794 1.33% £2.70 155 £105.28 2.56% £16,319.0 3 Transportation & Logistics > Self Storage 2509 444491 0.56% £1.17 11 £265.85 0.44% £2,924.30 Transportation & Logistics 9005 575518 1.56% £2.27 670 £30.48 7.44% £20,422.2 4 Business Services > Office Services 19615 646479 3.03% £1.63 1019 £31.36 5.20% £31,957.9 5 Business Services 19629 648034 3.03% £1.63 1019 £31.37 5.19% £31,962.2 3 Business Operations > Management > Strategic Planning 1114 29025 3.84% £2.79 15 £207.06 1.35% £3,105.86 Business Operations > Management 1114 29025 3.84% £2.79 15 £207.06 1.35% £3,105.86 Business Operations 1114 29025 3.84% £2.79 15 £207.06 1.35% £3,105.86
- 49. How we develop your strategy
- 50. We separate Out the keyword variations into campaigns and ad groups
- 52. Geographic Targeting We can target any location and bid more or less based on performance.
- 53. Demographic Targeting Demographic targeting allow us to tailor our ad copy and target specific people based on age, gender and income.
- 54. Device Targeting Device targeting allow us tailor our ad copy based on the devices that people are searching.
- 55. In-Market Audiences In-market audiences identify lists of people based on their behaviour.
- 56. Optimising results = Push Analyser
- 57. Keyword analysis The Push Analyser allows us to look at the match type performance and help us make decisions based on data.
- 58. Impression Share analysis The Push Analyser allows us to look at which campaigns have impression share under 80% and fix them.
- 59. Ad copy analysis Push Analyser can be used to show us when there is a difference between the click through rates of ads.
- 60. Wastage analysis The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.
- 62. Conversion analysis The Push Analyser shows the phrases that lead to conversions, so we can add them as keywords in the account.
- 63. Scripts Save More Than Just Time Benefits Other Than Time ■ Minimise human errors ■ Analyse more data ■ Deliver better results ■ Create competitive advantage ■ Time to focus on strategy
- 64. We Use Building Scripts Build Millions of Combinations Minimise Problem ■ Millions of people searching in millions of ways. Solution ■ Input keyword themes and Script builds every possible combination.
- 65. We Also Use Bidding Scripts Bid Dynamically in Auctions Minimise Problem ■ Millions of auctions in a very dynamic game. Solution ■ Scripts are monitor market bids and optimise.
- 66. Our Quality Assurance Scripts... … Ensure Things Run Smoothly Minimise Problem ■ Too many things can go wrong on your website or your adwords account. Solution ■ Scripts scan the account flagging abnormalities.
- 67. Optimisation Scripts Adding/Excluding Keywords Minimise Problem ■ Wider audiences and keywords means discovering opportunities but also accepting wastage. Solution ■ Scripts include keywords generating value - excluding keywords creating wastage.
- 68. Optimisation Scripts Optimise Bids per hour per day
- 69. Other Examples ■ Airline company: fewer spots available, higher profit ■ Forex platform: your favourable couple gets fluctuation ■ Recruitment company: job vacancies getting filled ■ Food company: increased demand in champions league days ■ Hotels company: hotel around airport, flight delays, put your bids up
- 70. We place the call tracking code on the website. The code recognises when a person visits the website via a PPC advert and the number dynamically changes. If a visitor calls the number we can then track which keyword led to the call. 1 2 3 We use call tracking to improve marketing effectiveness
- 71. Bing
- 75. Bing offers lower CPC’s
- 78. Google Display Network Place ads on a variety of news sites, blogs and other websites that are relevant to what you’re selling.
- 79. Why Display Advertising? ▪ 71% of time spent your potential customers are: ▪Reading Articles ▪Emails ▪Watching Video ▪Browsing.
- 80. CPA costs reduce whilst volumes rise Spend Display CPA Search CPA % Difference Model Account £151,000 £5.3 £6.2 16.40% Baby Products £77,000 £1.8 £2.8 59.40% Immigration Lawyers £222,450 £15.5 £26.9 73.70% Property Investment £109,600 £42.6 £65.6 54.00% Education Client £40,500 £5.3 £7.4 41.00% Life Insurance Client £326,400 £44.7 £59 32.10%
- 81. How can we target?
- 83. Targeting Custom Intent & In- Market Audience
- 88. Sites You Appear On
- 89. Sites You Appear On
- 90. Video
- 91. Video is an important part of strategy
- 92. Who You Can Target Get in front of your target audience with Youtube Video targeting & Youtube remarketing
- 93. Youtube Bumper Ads 6 second video ads which can generate a great deal of awareness at a low cost.
- 94. Keeping you ahead with Google Betas
- 95. Smart display ▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control bids, targeting and ad testing. ▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the CPA for some of our customers.
- 96. Responsive ads ▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.
- 97. Enhanced CPC for Conversion Value ■ Now Google have introduced enhanced CPC for conversion values on the beta program. ■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value attributed to their conversions.
- 98. Smart display ▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control bids, targeting and ad testing. ▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the CPA for some of our customers.
- 99. Responsive ads ▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.
- 100. Dynamic Prospecting ▪ Show adverts to qualified, in market prospects.
- 101. Enhanced CPC for Conversion Value ■ Now Google have introduced enhanced CPC for conversion values on the beta program. ■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value attributed to their conversions.
- 102. Build relationships with your audience via Remarketing
- 103. Remarketing
- 104. Remarketing Helps
- 105. Remarketing
- 106. Video Remarketing
- 107. Video Remarketing The number of views How long people watch the video for The number of clicks from the video to the website We can measure: Video remarketing has very cheap costs per click.
- 108. Making the most of your traffic with landing page optimisation
- 109. 50% of Your Traffic Will leave if your mobile site takes over 3 seconds to load.
- 110. Mobile Speed
- 111. Mobile Speed
- 112. Mobile Speed
- 113. Mobile Speed
- 114. What is your Target CPA? CPC and Conversion Rates
- 115. Variables that can affect your CPC & Conversion Rate Websites structure Website content Products /pricing Product feed Bids set on the account using intelligent solutions Quality score from Google through optimisation Click through rates of your ads through ad testing Impact of ad extensions on your adverts through testing Economic changes Competitors adjusting their bids /ad copy / pricing / offers Google’s algorithms Inflation of CPC’s on the Google AdWords platform Internal changes to the Google platform and policies New Beta’s/features Changes to the Google.com search page Seasonality Weather Your audience behavior World events – World cup etc. Things you can impact Things we can impact Out of our control
- 116. Landing Page Analysis Patented neuroscience AI predicts how users will look at a website, newsletter, or landing page during the first few seconds of arriving, with 90% accuracy...all via a SaaS! The result of 20 years of attention research at Caltech, USC, and UOS in Germany. Eye tracking software accurately predicts how users look at your websites using neuroscientific models of human attention. Improves conversion rates on pages by up to 170% Eye Tracking Software
- 117. The Three 3 W’s What? Why? Where Next? What? Why? What next? Main Message Explanation Call to action
- 118. Image - Desktop
- 119. Image - Mobile
- 120. Perception Map ▪ This perception map shows visually what stands out to users when they land on your page.
- 121. Perception Map ▪ This perception map shows visually what stands out to users when they land on your page.
- 122. HY-TEN developed a new site but wanted to improve conversion rates further. Landing Pages
- 123. The “Why” was missing from their website. Landing Pages
- 124. We create landing pages to ensure that get What, Why & Where Next noticed above the fold. Landing Pages
- 125. Using our eye tracking software we are able to check the page fulfils the key user needs. Landing Pages
- 126. We ensure landing pages are mobile friendly too. Landing Pages
- 127. Select oven cleaning Case Study 1
- 128. Select oven cleaning Case Study 1
- 129. Vacuum Save Case Study 2
- 130. Vacuum Save Case Study 2
- 131. Google AdWords industry benchmarks Average conversion rates The average conversion rate in AdWords across all industries is 3.75% on the search network and 0.77% on the display network
- 132. Conversion Rate% Lead Generation for Search Campaigns
- 133. Exit Overlays We employ exit overlays on pages to persuade customers to engage with you before leaving the website. B2B
- 134. Summary
- 135. Our strategy development team will arrange an initial call to discuss the next steps and ensure they fully understand your business objectives. What happens next
- 136. What happens next An account plan is created and approved before we built or optimise the account.
- 137. What happens next Intelligent scripts are set up to improve account management efficiency (there are over 50)
- 138. What happens next We work with you to get tracking, reporting and the Push analyser set up
- 139. What happens next Based on your plan we build new AdWords campaigns and/or optimise your existing campaigns.
- 140. What happens next Before you go live you will have a call with your Strategy Development Manager and your new account manager. There will be a screen share and they will take you through the all the work that’s been done to check you are happy.
- 141. New accounts need lots of love and our teams work together to ensure we find the winning formula to grow your business. Your account manager, salesperson and strategy development manager will meet monthly for the first three months to review your account together and update you on progress. What happens next
- 142. Our commitment ■ Comprehensive weekly and monthly reports written in a style to suit you. ■ Performance reviewed and improved on a daily basis. ■ Dedicated certified account manager. ■ Agree clear goals with you each month. ■ We take responsibility for the final result (not just the traffic!)... Sales, tel calls etc
- 143. Your commitment ■ Understand that campaign improvements can take time. We need a minimum 3 month commitment. ■ Provide us with feedback on sales uplifts, lead quality and any other measure that is relevant. ■ Treat us as part of the team. We’re here to help.
- 144. Prices ■ Optional Landing Page Support ■ One off set up cost ■ Monthly price plans
- 145. £997 ■ Unique Push PPC strategy overseen by a team with over 20 years PPC experience (worth £750) ■ Account build/ optimisation by Google Certified Professional with up to 50 steps completed ■ Check/ Implement conversion tracking including call tracking (worth £100+) ■ Boost conversions with our exit overlay (worth £291) ■ Free Google Ads voucher for new accounts (worth £75+) Reduce your cost per acquisition through our Push analyser software Conversion Booster Wastage Reduction Ad Performance Testing New Keyword Discovery Quality Score Optimsation PPC Set Up Push PPC set up includes Push Push Analyser Includes set up on One off cost + Vat
- 146. £2997 ■ Google Ads campaign management (includes Google Shopping) ■ Bing ad campaign management (includes Bing Shopping) ■ Display network targeting ■ Native advertising ■ Video advertising ■ Remarketing, search remarketing, video remarketing, dynamic remarketing ■ Face to Face quarterly business reviews ■ Bespoke Report Dashboards ■ Bespoke Script Dashboards All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Push PPC Premier offers all Google Ads features including: Push Push Technology Ad spends up to £30,000 + Vat
- 147. £1997 ■ Google Ads campaign management (includes Google Shopping) ■ Bing ad campaign management (includes Bing Shopping) ■ Display network targeting ■ Remarketing ■ Search Remarketing ■ Video Remarketing ■ Dynamic Remarketing ■ Segmented customer audience list creation All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Plus Push PPC Plus offers all Google & Bing Ads features including: Push Push Technology Ad spends up to £20,000 + Vat
- 148. £1497 ■ Google Ads search & shopping campaign management ■ Bing Ads search & shopping campaign management ■ Remarketing (with Google Banner Advertisements) ■ Segmented customer audience list creation ■ Performance reviewed on a daily basis ■ Dedicated certified PPC account manager ■ Comprehensive reports written in a style that suits you All Push customers have access to our unique technology (worth £597) Push analyser Call Tracking Push Scripts Exit overlays Monster Form PPC Push PPC offers all Google & Bing Ads features including: Push Push Technology Ad spends up to £15,000 + Vat
- 149. Push PPC Google & Bing search & shopping campaigns Remarketing Does not include Display Advertising Does not include Native Advertising £1497 Monthly Report Push PPC Plus Google & Bing search & shopping campaigns Remarketing Display Advertising Does not include Native Advertising £1997 Monthly Report Push PPC Premier Google & Bing search & shopping campaigns Remarketing Display Advertising £2997 Monthly Report Native Advertising
- 150. £997 ■ Account build/ optimisation by Facebook specialist with over 50 steps completed ■ Unique Push social strategy overseen by a Facebook specialist ■ Check/ Implement conversion tracking including call tracking ■ Integration with ROI hunter to maximise catalogue sales Reduce your cost per Acquisition through our ROI Hunter software Conversion Booster Wastage Reduction Ad Performance Testing New Persona Discovery Improved Ad Relevancy Facebook Set Up Push Facebook set up includes Push ROI Hunter Includes set up on One off cost + Vat
- 151. £9997 ■ Google Ads campaign management including all features and Betas ■ Facebook campaign management ■ Bing campaign management ■ SEO ■ Content marketing ■ Digital PR ■ Email automation sequences ■ Monthly face to face meetings All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Gold Push PPC Premier Gold offers: Push Push Technology Ad spends up to £100,000 + Vat
- 152. £4997 ■ Google Ads campaign management including all features and Betas ■ Facebook campaign management ■ Bing campaign management ■ SEO ■ Monthly face to face meetings All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier + Push PPC Premier + offers: Push Push Technology Ad spends up to £50,000 + Vat
- 153. £2497 ■ Google Ads campaign management ■ Display network targeting ■ Native advertising ■ Video advertising ■ Bing campaign management ■ Remarketing, search remarketing, video remarketing, dynamic remarketing ■ Face to Face quarterly business reviews ■ Bespoke Report Dashboards ■ Bespoke Script Dashboards All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Premier Push PPC Premier offers all Google Ads features including: Push Push Technology Ad spends up to £25,000 + Vat
- 154. £1497 ■ Google Ads campaign management ■ Display network targeting ■ Native advertising ■ Remarketing ■ Search Remarketing ■ Video Remarketing ■ Dynamic Remarketing ■ Segmented customer audience list creation All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Plus Push PPC Plus offers all Google Ads features including: Push Push Technology Ad spends up to £15,000 + Vat
- 155. £997 ■ Google Ads campaign management (includes Google Shopping) ■ Remarketing (with Google Banner Advertisements ■ Performance reviewed and improved on a daily basis ■ Dedicated certified PPC account manager ■ Comprehensive reports written in a style that suits you All Push customers have access to our unique technology (worth £297) Push analyser Call Tracking Push Scripts Exit overlays Monster Forms PPC Push PPC offers all Google Ads features including: Push Push Technology Ad spends up to £10,000 + Vat