DeBora Conway Ltd Audit

1. Push PPC Audit.

2. Welcome
Your presentation will begin shortly

3. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

4. Driving Digital Results
For Business Since 2007
50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen
3. Deliver the
ROI
1. Understand YOUR
customer behavior
2.Select the channel
strategy

5. Our Values

6. 35,000Google Agency Partners

7. 1,000Premier Partners

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
No Agency In Europe Has Won More
Google Awards Than Push
Winner
Mobile Innovation Award -
Google Premier Partner
Global Awards 2017
Winner
Growing Business Online
Award - Google Premier
Partner EMEA Awards
2018
Also the first agency to win a Google award 3 years in a row!

14. Over 300 customers

15. In multiple industries

16. 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.

17. We’re a
process driven
PPC agency

18. How we’re always ahead

19. How we keep you ahead

20. We Can Help Your Business Grow
Through Multiple Channels

21. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

22. ■ Structure
■ Budget, Bids and Impression Share
■ Keywords and Matching (including Negatives)
■ Ad Copy
■ Ad Extensions
■ Mobile & Tablet Performance
■ Quality Score
■ Conversions
■ Remarketing
■ Video
■ Other Opportunities
■ Summary
PPC Audit

23. ▪ We have analysed your account from 1 July 2018 to 31 December 2018
▪ The budget spent was : £ 2,339.30
Strategy & Structure

24. ▪ Account overview - Your conversions has improved with reduced CPA over time. Although your clicks have
dropped but you can definitely test more for expansion.
Strategy & Structure

25. ▪ Keywords have been separated into few different campaigns and ad groups.
▪ This tells us there will be little control over how the budget is allocated.
Strategy & Structure

26. ▪ One of your campaign is using the display select setting.
▪ Visitors from search and display are very different ways, so they should be kept separate to capture both intent.
Strategy & Structure

27. We separate
Out the keyword variations into
campaigns and ad groups

28. ▪ Within ad groups the spend was dominated by too broad keywords that are paused and removed as of now.
▪ We always recommend a mix of all keyword match types to gain quality leads and maximise reach.
Strategy & Structure

29. ▪ You have implemented automated bidding which is not effective all the time and results in increased CPA.
Strategy & Structure

30. ▪ Various keywords are not able to perform due to low ad ranking which could either be due less bidding or low
quality score.
Strategy & Structure

31. ▪ Language settings are on English but should be on all languages to appear to a wider demographic.
Strategy & Structure

32. Account would perform better with a national / regional structure
Strategy & Structure

33. We structure our accounts to ensure each area has its own set of campaigns, ad groups and dedicated adverts.
Strategy & Structure

34. This allows us to control the budgets, the bids and messaging to create a strong user journey.
Strategy & Structure

35. From keyword to ad to the landing page we want to see locality reflected.
Strategy & Structure

36. We can create dynamic landing pages which reflect the area visitors are from.
Strategy & Structure

37. We have lists of every location in the country to help implement campaigns like this.
Strategy & Structure

38. Budgets & Bids
▪ We are able to see search trends for keywords in any country at any time and can use this to help you plan
your budget and spend for the year.

39. Budgets & Bids
▪ Campaigns are not limited by budget however various keywords are limited by bids.
▪ Average positions need to be between 1-3 and are currently 2.7
▪ Bidding is automated in all campaigns.

40. 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

41. 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.

42. 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.

43. 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.

44. 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.

45. Optimisation Scripts
Optimise Bids per hour per day

46. Geographical Targeting
▪ We can also bid separately for cities and locations where you convert better and even
create separate campaigns for them.

47. We can bid more aggressively
towards age & gender

48. In-market audiences for
search
▪ In-market audiences are now available for search. They identify lists of people based on their behaviour.

49. Sizes of our accounts
▪ When managing large accounts with lots of products you need the right tools and software as it’s difficult to
manage these things manually.
Customer Campaigns Ad Groups Keywords Ads Monthly Spend
Personalised
Gifts Company
17 173 6029 261 £50,000
Barriers &
Bollard Company
54 868 9505 3640 £45,000
Covers For Sofas
Company
27 57 65 62 £1500
Golf Holidays
Company
74 8581 42044 56269 £100,000

50. Impression Share
▪ We would always aim to have a percentage of 80% or above.
▪ Your impression share was 27.93%

51. Keywords
Keyword Match Type No. Of Keywords
Old Style Broad Match 0
Modified Broad Match 8
Phrase Match 57
Exact Match 0
Total 65

52. Keywords
▪ The Push analyser allows us to look at the match type performance and make decisions based on the
conversion data.
▪ Currently the old style broad keywords are being paused and removed which create a great deal of wastage.
▪ An even mix of keywords should be employed with all match types added.

53. Duplicate Keywords

54. Competitor Data

55. Competitor Data

56. Competitor Data

57. Competitor Data

58. Competitor Data

59. Competitor Data

60. Competitor Data

61. Competitor Data

62. Competitor Data

63. Competitor Data

64. Competitor Data

65. Competitor Data

66. Our scripts identify keywords
not in your account

67. Negatives
▪ It’s crucial to continually add negatives to your campaign otherwise your budget will be spent on irrelevant keywords.
▪ There are 351 negatives in place

68. We use a variety of reports
to reduce wastage
The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.

69. Non converting
high cost keywords

70. Customer No. Of Keywords
Ironmongery
Recruitment
Law
Cottage Holidays
Software
Models
Currency Exchange
Weight Loss
Forklift Hire
Furniture
Hair Transplants
Personal Training
No. of Negatives
2637
1515
988
78877
40171
3980
3627
1544
6979
599
2433
5809
594
828
387
28972
11129
1804
1490
1426
2481
340
3387
9438
Typical Number of Negatives

71. Ad Copy
▪ Ads are being split test across most of the campaigns but rotation settings are not set to rotate ads evenly.
▪ To improve optimisation, the lesser performing ads should be paused and a newer ad created based on the best
performing ad

72. Ad Copy
▪ Your ads can be made larger as Google have introduced an extra headline and description line to their ads.

73. Ad copy analysis simplified
with Push analyser
▪ The push analyser can be used to show us when there is a difference between the click through rates of ads.

74. Structured Snippets highlighting specific aspects of your products and services
Price Extensions showing your prices on a mobile device
Message Extensions allow customers to message you via SMS
Site Links showing other pages on your website
Call Extensions showing your phone number
Location extensions showing your location
Callout extensions list other key USP’s
Ad Extensions

75. Ad extensions
. ▪ Structured Snippet, Location and Promotion extension are not in place.

76. Ad extensions
.

77. Promotion extensions
.

78. Mobile & Tablet
▪ Mobile & Tablet bid adjustments have not been implemented where the conversions are the most, you should
monitor and apply in order to improve performance.

79. 50% of Your Traffic
Will leave if your mobile site takes over 3 seconds to load.

80. Mobile Speed

81. Mobile Speed

82. Mobile Speed

83. Mobile Speed

84. Quality Scores
▪ The quality score measures, how well visitors search terms match up to your adverts and onto your contents
website.
▪ Good quality scores can be rewarded with cheaper costs per click.
▪ The Push analyser tool can be used to show keywords with quality scores below 5. The account quality score
averages at 4.28

85. Conversion
▪ The most important measure for any campaign is looking at the number of leads/sales coming through and at
what cost.
▪ Conversion tracking is set up and is recording for different contact forms and calls from ads.

86. 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

87. We use a variety of intelligent
conversion reports
▪ The push analyser show us the exact phrases that lead to the conversions and we can add them as keywords to
the relevant campaigns.

88. What is your target
cost per acquisition

89. 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

90. We use Google alerts to keep up to date with
industry news

91. Keeping you ahead with
Google Betas

92. 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.

93. Responsive ads
▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.

94. 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.

95. Build relationships with your
audience via Remarketing

96. Remarketing

97. Remarketing

98. Remarketing

99. Video Remarketing

100. 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.

101. 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

102. The Three 3 W’s
What? Why? Where Next?
What? Why? What next?
Main Message Explanation Call to action

103. Image - Desktop

104. Image - Mobile

105. Perception Map
▪ This perception map shows visually what stands out to users when they land on your page.

106. Perception Map
▪ This perception map shows visually what stands out to users when they land on your page.

107. HY-TEN developed a new site but wanted to improve
conversion rates further.
Landing Pages

108. Exit Overlays
We employ exit overlays on pages to persuade customers to
engage with you before leaving the website.
B2C

109. Exit Overlays
We employ exit overlays on pages to persuade customers to
engage with you before leaving the website.
B2B

110. Bing offers lower CPC’s

111. Summary
Section Score
Structure 2
Budget & Bid Prices 3
Impression Share 2
Keywords and Matching 4
Negatives 3
Ad Copy 5
Sitelinks & Extensions 4
Mobile 2
Quality Score 4
Conversions 6
Remarketing 0

112. Summary:
Overall Account Score
3/10

113. Summary – What’s next
▪ Campaigns structure is very simple so far and should be revised if you want to have control over how your budget
is spent and want to drive more quality enquiries.
▪ More intelligent bidding techniques should be tested such as bidding by time of day, demographic, location, in
market audiences and target ROAS.
▪ Different bidding strategy should be tested to drive controlled and quality conversions.
▪ Different keyword match type should be allowed to perform to engage and gain precise enquiries.
▪ Negatives should be on the top priorities.
▪ Ad copy should be tested with ads being rotated evenly so it’s a fair split test.
▪ There should be a mobile and tablet bidding strategy.
▪ All the relevant ad extensions should be implemented that will help to elaborate your services and offers.
▪ Branding should be tested within separate campaigns with correct settings and different relevant audience lists.

114. Summary

115. 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

116. What happens next
An account plan is created and approved before we built or optimise the account.

117. What happens next
Intelligen scripts are set up to improve account management efficiency (there are over 50)

118. What happens next
We work with you to get tracking, reporting and the Push analyser set up

119. What
happens next
Based on your plan we build new
AdWords campaigns and/or optimise
your existing campaigns.

120. 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.

121. 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

122. 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

123. Your commitment
Understand that campaign improvements can take time.
We need a minimum 3-4 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.

124. Prices
Optional Landing Page Support
One off set up cost
Monthly price plans

125. £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

126. £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

127. £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

128. £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

129. 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