1. Private and confidential
Future Proofing Your Digital Marketing
Strategy
________________
Getting more “bang for your buck” in PPC
advertising
Lauren Capon
Senior PPC Executive

2. lauren.capon@impression.co.uk
Who Am I?
Senior PPC
Exec
Europe’s
Best Small
PPC Agency
2017
UK Biddable
Media Awards
“Rising Star”
Finalist 2017
European
Search Awards
“Young Search
Professional”
Finalist 2018

3. lauren.capon@impression.co.uk
What is PPC?
“Pay-per-click (PPC), also known as cost per click (CPC), is an
internet advertising model used to direct traffic to websites, in
which an advertiser pays a publisher when the ad is clicked.”

4. Instant Measurable Ever-Changing
lauren.capon@impression.co.uk
Why PPC?

5. lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
many sectors
Fast Fashion (ecommerce)

6. lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
many sectors
Commercial Property Law (lead generation)

7. lauren.capon@impression.co.uk
Why PPC?
When implemented correctly, PPC can drive a very high ROI, across
the majority of sectors:
Energy (lead generation)

8. How does it all work?
Where and how to apply your
advertising budget
Channel
Selection
Amazing
Audiences
Powerful
Data
1 2 3
lauren.capon@impression.co.uk

9. hello@impression.co.uk
SEARCH
1Channel Selection
SOCIAL
Reach your target audience on
social media
Get in front of your targets
when they’re looking for you
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
DISPLAY &
PROGRAMMATIC
Reach your target audience
around the web

10. hello@impression.co.uk
1Channel Selection
Users are actively
looking for your
product / service
Users are not
actively looking for
your product /
service
hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

11. Apply budget on
a priority basis
hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

12. “But who?”
How we target audiences, and how to
use them most effectively
hello@impression.co.uk
Channel
Selection
Amazing
Audiences
Powerful
Data
1 2 3
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

13. Audience creation
hello@impression.co.uk
2
Demographics
– Age
– Gender
– Location (granular)
Characteristics
- Avid investors / low
spenders
- Credit card users /
savers
- Homeowners /
renters
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

14. hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
Audience creation 2

15. hello@impression.co.uk
Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Affinity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
Audience creation 2

16. Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Affinity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests
Audience testing
hello@impression.co.uk
2
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

17. Facebook Ad Testing
hello@impression.co.uk
2
Bespoke video anim VS Designed ads VS User-generated
content
Creative testing against different audiences
Engagement = higher relevancy score = cheaper cost-per-click
Bespoke video Designed carousel User-generated content
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

18. hello@impression.co.uk
Promote content your
potential customers will enjoy
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

19. hello@impression.co.uk
AWARENESS
2Facebook Audience
Funnel
INTEREST ACTION LOYALTY
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

20. hello@impression.co.uk
2Audience Funnel
AWARENESS
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

21. hello@impression.co.uk
2Audience Funnel
INTEREST
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

22. hello@impression.co.uk
2Audience Funnel
ACTION
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

23. hello@impression.co.uk
2Audience Funnel
LOYALTY
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

24. hello@impression.co.uk
2Retargeting
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

25. hello@impression.co.uk
2Retargeting http://whoisretargeting.me/
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

26. If I’ve already paid to get a user on
my site, why would I pay again?
hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

27. hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

28. EXAMPLE
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

29. EXAMPLE
177
new leads
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

30. EXAMPLE
71%
decrease
cost per lead
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
177
new leads

31. EXAMPLE
71%
decrease
cost per lead
hello@impression.co.uk
Added remarketing
to an already
profitable campaign
172
additional
assisted
conversions
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
177
new leads

32. EXAMPLE
Increases
conversion rate and
repeat purchases
71%
decrease
cost per lead
172
additional
assisted
conversions
177
new leads

33. Delicious data
How data powers every part of PPC, from
ad creation to lead quality
hello@impression.co.uk
Channel
Selection
Super
Audiences
Powerful
Data
1 2 3
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

34. hello@impression.co.uk
3Powerful Data
… which device?
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

35. hello@impression.co.uk
3Powerful Data
… which day of the
week / hour of the
day?
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

36. hello@impression.co.uk
3Powerful Data
… what query did the
user type in?
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

37. hello@impression.co.uk
3Powerful Data
… what query did the
user type in?
“i can’t afford to
empty my cesspit”
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk
“straight up i have fallen in love
with the bell tent i could live in
one in the woods who paints
them”
“turn your shed into
santas grotto”

38. hello@impression.co.uk
N-GRAM
ANALYSIS
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

39. hello@impression.co.ukwww.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

40. hello@impression.co.uk
3Search queries
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

41. hello@impression.co.uk
3Call tracking
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

42. Digging deeper
Aside from campaigns, where can we get data from?
hello@impression.co.uk
3rd party CRM Clients
...
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

43. hello@impression.co.uk
DON’T BE SCARED OF DATA
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

44. hello@impression.co.uk
If you’re unsure of a
correlation….
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

45. hello@impression.co.uk
If you’re unsure of a
correlation….
TEST IT
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

46. hello@impression.co.uk
If you’re sure of a correlation….
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

47. hello@impression.co.uk
If you’re sure of a correlation….
TEST IT
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

48. hello@impression.co.uk
Channel
Selection
Amazing
Audiences
Delicious
Data
1 2 3
- Choose the channels
that are right for the
customer, not you!
- Apply budget on a
priority basis
- Layer audiences
- ‘Warm-up’ your audience
- Retargeting will supercharge
your campaigns
- Collect & use customer data
- Good PPC = reacting and
learning
- Test everything
www.impression.co.uk/uon-april/hello@impression.co.ukwww.impression.co.uk/uon-april/lauren.capon@impression.co.uk

49. Private and confidential 49
Questions?