Love Tiki PPC Audit

1. Push PPC Audit.

2. Welcome
Your presentation will begin shortly

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

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
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities
▪ Our Strategy Development Process
▪ Our Prices & Packages

22. Business Goals
Expansion Strategy
■ Increase ROAS to +400%
■ Increase turnover by £1,350,000 in 2 years.
■ Increase Love Tiki exports by over 35% for B2B/ B2C

23. ■ 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

24. ▪ We have analysed your account from 1 September 2018 to 31 December 2018
▪ The budget spent was : £ 17,090.25
Strategy & Structure

25. ▪ Currently shopping campaigns have been separated by brand, different product categories and remarketing.
▪ You have paused all of your search and branding campaigns and remarketing is being carried on a wide
website visitor range only.
Strategy & Structure

26. ▪ Account overview - Your conversions and ROAS have dropped at reduced CPA overtime.
Strategy & Structure

27. ▪ Campaigns have been separated by different product categories supported and most of the campaigns are
limited by budget.
Strategy & Structure

28. ▪ Within various campaigns all the products within a category are listed under one ad group, due to which only few products
dominates the budget are able to perform with high ROAS.
Strategy & Structure

29. Break Campaigns Down Into Groups
▪ To give us more control over what we
show for.
▪ Help to allocate budget effectively.
All Products
Product
Group 1
Brand 1
Brand 2
Brand 3
Product
Group 2
Brand 4
Brand 5
Brand 6

30. ▪ While due to budget limitation on most of the campaigns, various products do not even find enough opportunity to
get showed and hence perform.
Strategy & Structure

31. ▪ Various products are lacking opportunities due to various disapprovals, which should be monitored to help them
perform.
Strategy & Structure

32. ▪ Your targeting setting is too broad as of now.
▪ Your remarketing campaign has out performed and you should scale audiences list more to engage them separately.
Strategy & Structure

33. Bid on each item to maximise
performance

34. Bid on each item to maximise
performance
All Products (Bid A)
Campaign 1 (Bid B)
Campaign 2 (Bid B)
Campaign 3 (Bid B)
Campaign 4 (Bid B)
▪ We drive down the average CPA with this practice.

35. Query Sculpting
▪ Query Sculpting is not being used on this account. Currently for any given product, Google allows the
product to be triggered by a number of keywords.

36. How to scale campaigns
▪ Google Shopping campaigns take time to optimise. Within your first three months you should aim for
a 300-500% return.
▪ Scaling happens in incremental stages. Whatever you want to increase your budget by, in the short
term you should expect your ROAS to drop by the same percentage
Initiative 1
Initiative 2
Initiative 3
Initiative 4
Initiative 1
Initiative 2
Initiative 3
Initiative 4
Initiative 1
Initiative 2
Initiative 3
Initiative 4
Revenue
Revenue
Q1 Q2 Q3
Time

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

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 limited by budget.
▪ Average positions need to be between 1-3 and are currently 0 (based on Google Shopping not having
positions).
▪ Bidding is manual in some campaigns and automatic in some.

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 13.28%

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

52. Keywords
▪ The Push analyser allows us to look at the match type performance and make decisions based on the
conversion data.

53. Competitor Data

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. Our scripts identify keywords
not in your account

66. Negatives
▪ It’s crucial to continually add negatives to your campaign otherwise your budget will be spent on irrelevant keywords.
▪ There are only 13 negatives in place.

67. 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

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

71. 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.

72. 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

73. Ad extensions
. ▪ Currently there are no extension due to only shopping campaigns in place.
▪ Within paused search campaigns only few extensions were applied and were missing with Price, Promotion,
Call , Structured snippet and Location extension.

74. Promotion extensions
.

75. Mobile & Tablet
▪ Mobile & Tablet bid adjustments have been implemented on various campaigns and should be evaluated and
monitored to improve performance.

76. 50% of Your Traffic
Will leave if your mobile site takes over 3 seconds to load.

77. Mobile Speed

78. Mobile Speed

79. Mobile Speed

80. 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 0 as your are executing shopping campaigns only.

81. 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 sale and purchase through website.
▪ Shopping should use E-commerce analytics to evaluate your ROAS in precise figures.
▪ You should also consider setting up tracking for calls from ads for effective marketing.

82. 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

83. 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.

84. What is your target
cost per acquisition

85. 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

86. Benchmark CPA’s
Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost
Luxury Goods 76764 6193616 1.24% 0.81 1848 33.55 2.41% 62005.59
Apparel 434846 35645520 1.22% 0.23 7616.76 13.04 1.75% 99335.14
Apparel > Headwear 78110 4790160 1.63% 0.4 2090 15 2.68% 31355.45
Apparel > Footwear 190712 15236965 1.25% 0.13 3851 6.46 2.02% 24879.95
Apparel > Outerwear 131927 11142707 1.18% 0.14 1033.76 18.02 0.78% 18630.45
Gifts & Special Event Items > Gifts 53405 4731377 1.13% 0.23 2400 5.11 4.49% 12265.87
Gifts & Special Event Items 619639 44294690 1.40% 0.27 32950 5.06 5.32% 166661.14
Apparel > Clothing Accessories > Gems &
Jewelry > Rings 21400 3406028 0.63% 0.44 455 20.57 2.13% 9357.49
Apparel > Clothing Accessories > Gems &
Jewelry 21400 3406028 0.63% 0.44 455 20.57 2.13% 9357.49
Apparel > Clothing Accessories 21400 3406028 0.63% 0.44 455 20.57 2.13% 9357.49
Gifts & Special Event Items > Custom &
Personalized Items 566234 39563313 1.43% 0.27 30550 5.05 5.40% 154395.27

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

88. Keeping you ahead with
Google Betas

89. Shopping

90. Smart Shopping

91. Smart Shopping
■ This particular account used to struggle to get % cost vs revenue below 20%
■ With Smart Shopping we have seen 30% increase in traffic and % cost vs
revenue of 11%

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. Dynamic Prospecting

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

95. Build relationships with your
audience via Remarketing

96. Remarketing

97. Remarketing
▪ You have stopped your branding campaigns, while they were created we observe that
▪ Not all the relevant campaign exclusions are in place. These stop your ads appearing on irrelevant sites.

98. Remarketing
▪ Also,Conservative targeting was on. This setting takes your valuable list of site visitors and dilutes it with people
who have not been to your site before.

99. Remarketing
▪ You have not implemented different audience lists. You should be adjusting your bids according to the engagement of
each list.
▪ Currently you are remarketing on all website visitors on few campaign and you have stopped display remarketing.

100. Remarketing

101. Remarketing

102. Video Remarketing

103. 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.

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

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

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

107. Bing offers lower CPC’s

108. Summary
Section Score
Structure 5
Budget & Bid Prices 4
Impression Share 2
Keywords and Matching 0
Negatives 1
Ad Copy 0
Sitelinks & Extensions 0
Mobile 6
Quality Score 0
Conversions 8
Remarketing 2

109. Summary:
Overall Account Score
4/10

110. Summary – What’s next
▪ Structure is going to be key going forward if you want to grow and you need to break out products in shopping and
also improve search campaign structures.
▪ Query sculpting will allow you to focus on the best performing keywords.
▪ Campaign types like USC and DSA should definitely be tested.
▪ More intelligent bidding solutions can be put in place and betas like ECPC for conversion value should be taken
advantage of.
▪ Ads need to be split test according to best practices.
▪ Missing extensions should be added.
▪ We recommend using E-commerce analytics tracking.
▪ Remarketing should be running according to best practices and video remarketing should be set up too.
▪ Branding also plays a vital role in enhancing overall performance thus should be tested with correct settings.

111. Summary

112. 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

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

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

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

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

117. 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.

118. 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

119. 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

120. 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.

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

122. £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

123. £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

124. £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

125. £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

126. Thank You