DIY Paid Search (PPC), a copy of the presentation delivered by Firas Wahida, bigmouthmedia from the CIM Peterborough, Digital Marketing Boot Camp held on 25th May 2011 at Perkins Innovation Centre

1. DIY Paid Search
25th May 2011

2. Why are we seeing it?
- The shift to online advertising
"Half the money I spend on advertising is wasted; the
trouble is I don't know which half."
John Wanamaker
Track all customer interactions
Calculate true Return on Investment & optimise towards
Drive results. Prove results. Optimise.
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3. Agenda
• What is PPC (where do my ads appear?)
• What do I want to achieve with PPC?/Setting targets
• Building campaigns to achieve targets
• Writing creative
• Paying less to get more (Quality Score)
• Tracking results (allocation models)
• The cool stuff (PPC innovations)
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4. What is PPC
or where can my ads appear?
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5. What is paid search?
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6. What is paid search?
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7. How does it work?
Cost Per Click
• You only pay when a user clicks on an ad (Cost per
click – CPC)

8. Eye Tracking Heat Maps
1st Position is King

9. Paid search providers

10. UK Search Engine Market Share
Source – Hitwise – May 2010 - based on volume of searches.
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11. What do I want to
achieve with PPC?
Setting targets
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12. What do I want to achieve through
paid search?
• Promote my brand / increase traffic to my website
• Instantly promote a brand new website or offer on a website
• Increase number of conversions on the website
• Improve Return on Investment (ROI)
• Decrease Cost per Acquisition (CPA)
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13. Define targets & Measure Success?
• Promote my brand / increase traffic to my website
 Clicks, time on site, pages viewed
• Instantly promote a brand new website or offer on a website
 Clicks, signups, registrations
• Increase number of conversions on the website
 Sales, revenue, signups, registrations
• Improve Return on Investment (ROI)
 Sales, revenue, cost, ROI
• Decrease Cost per Acquisition (CPA)
 Sales, cost, CPA
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14. What Next?
• decide your structure
• pick your search terms (keywords)
• decide the maximum you are willing to pay for each
click (bids)
• write your ads
• enter the auction
• compete for users to click on the ads

15. A closer look at the auction model

16. Structure
• Campaign = Budget Management & location
targeting
– Control your budget
– Target the right market (by city, post code, bespoke radius,
country)
– Seperate out Display!
• Ad Group = Relevancy = Quality Score

17. Structure
• Brand & Generic separate
• Traffic acts differently
– Conversion rates will be different
• Essential to control Budgets

18. Structure
• Search, Mobile & Content separate

19. Structure

20. Pick your keywords
• Building a profitable keyword list is one of the most crucial
factors for any campaign
Process
Product Research  Brainstorm  Tools  Testing  Analysis
• The process of keyword research and adjustment should be a
constant part of your campaign management
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21. Keyword Tools
• Insights for Search gives trend & search information
• http://www.google.com/insights/search/#
• Limited by volumes searched

22. Keyword Tools
• Google Keyword Tool
• https://adwords.google.co.uk/select/KeywordToolExternal

23. Group your keywords in ad groups

24. Quality Score – how to pay less
• Calculated at KW, adgroup and account level
• Takes time to build up QS – the longer an account exists, the better the QS
• Same for all elements > > small changes mean QS is recalculated “from
scratch”

25. A closer look at the auction model

26. Exercise
• Split the keywords below into ad groups
Book Hotels
hotel
Hotel

27. What makes great ad copy?
• As relevant as possible
- Ensure that adverts are targeted to the keyword
search query
• A clear selling message
• A call to action
• Avoid repetition
• Support competitive claims
• Display URL = Root Destination URL

28. Improving Creative Performance
• Establish best performing ad copy (balancing CTR & Conv Rate)
Hotels in London Hotels in London Hotels in London
Book and compare great hotel Excellent hotel rates online Excellent hotel rates online
deals across London online today. Book at the official site today. Book at the official site today
Luxor-Hotels.com Luxor-Hotels.com www.Luxor-Hotels.com
• Build new ad combinations around this ad:
Hotels in London Hotels in London Hotels in London
Book and compare great hotel Book and compare great hotel Compare great hotel
deals
deals across London online today. deals across London online today. across London.
Book online today.
Luxor-Hotels.com Luxor-Hotels.com /London Luxor-Hotels.com /London
& repeat
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29. Improving Creative Performance
Increasing your conversion rate
• Using price led messaging - give users as much information as possible
– qualify the user before they click on your adverts.
• Deep-link into your website
• Internet users decide quickly whether to stay on a website
or move on.
• It is therefore crucial to put them to the most relevant page
with a clear path to sale
As a general rule look to have at least 3 adverts per adgroup
What are your USPs?
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30. Ad Copy Tips
• Remember
– Headline = 25 chars
– Description Lines = 35
– Display URL = 35
• Excel Formula
– =len(cell#)

31. Keyword Insertion
• Automatically inserts your keywords into your ads
when searched
• The aim of this is to maximise the relevancy of your
adverts
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32. Improving Creative Performance
Increasing your conversion rate
• Reduce wasted clicks by implementing a careful negative
keyword list
Do they really want to bid on this?
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33. Measuring Success
• Define KPI’s
– ROI
– CPA
– Enquiries
– Leads
– Volume

34. Google Analytics
• Great free tool
• Set up Goals in line with KPI’s
• Can link up AdWords account

35. Mobile
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36. 5 factors driving the growth in mobile internet usage
1.Computing Power
Memory cost 2.Clever
Devices
Transistors
per chip
Time
3.Connectivity
increasing
5.Cloud
Computing
4.Costs Decreasing
4.Costs Decreasing 36

37. Factors in the M Commerce
Equation
23% 20 Million 27% £500m
of time accessing mobile internet of UK mobile Value of
the internet is via users in the UK subscribers have m-commerce in
a mobile device in 2010 a smart phone the UK in 2010
IAB/PWC mobile study, Apr 2010 Mobile Squared, Oct 2010 UK Ofcom, Aug 2010 IAB/PWC mobile Adspend study
Apr 2010
12% 38% 2007: 2 Seconds
of all UK penetration of 3G £40/month for frequency of
shoppers use in the UK (from iPhone 2G sales via a mobile
mobiles to 28% in 2009) device on ebay
research before Morgan Stanley, Nov 2010
they shop 2010: $1 Billion
ITPro.co.uk, 2010
£20/month for Amazon’s revenue
iPhone 3Gs from M-commerce
Tesco, O2
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38. Mobile vs Desktop Search
• Search Behavior
– Consider different intent of mobile user – normally aimed at a very specific
outcome
• Keyword usage
– Length of an average desktop query is 3 words mobile search has a shorter query
length of 2.5 words
• Fewer results displayed
– Due to the size of the mobile screen, fewer search results
– are generally displayed
• Landing Page
– Use adcopy & landing pages that allow user to convert quickly
• Browser specific adverts
– Different ad formats are shown based on the browser used (HTML or WAP)

39. Mobile Strategy
• Google, Yahoo! and Bing can serve Mobile ads
• Landing pages with locations & phone numbers tend to perform
best
• Separate PPC campaign to specifically target mobile keywords

40. Mobile Strategy
• Device platform options:
1. WAP devices - mobile devices with WAP browsers
2. Smartphones - iPhones and similar mobile devices with full
(HTML) internet browsers

41. Innovations
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42. Ad Extensions
• New Opt Ins within Campaign Settings
– Sitelinks
– Phone Extensions

43. Location Extensions
These allow companies to provide a drop down with details of local stores
Appear in Google and Google network + Google Maps

44. Product Extensions
• These allow companies to show some of their products in an expandable
box
• This is linked into the Shopping Results in Google & works off the same
Feed

45. Sitelinks Extensions
• These allow companies to show additional deeplinks into their website
• Can be a great way of directing people to where you want/highlighting
deals

46. Phone Extensions
• These allow companies to show a phone number on Mobile devices to
offer another way of engaging with users
• Works on a CPC (cost per call model)

47. Remarketing
Target potential customers who have previously visited your
site but did not convert

48. Remarketing
• Users who do not convert
– exclude visitors who already purchased from seeing
additional messages
• Users who abandon shopping cart
– use a strong call to action to get user to complete the
purchase
• Up-Sell & Cross-Sell messages
– reach customers who have already converted with you

49. Remarketing
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50. Remarketing
• Run via Google content Network
• Reach Customers who visited your site via search, but didn’t convert
• Re-target with relevant ads
• Improves relevancy, CTR & ROI of campaigns
User later
User searches for remarketed to via
User visits a site
“kitchen cabinets” content ad copy Sale!
– No lead
– Search ad click – “10% off
Kitchens”

51. Remarketing
•New Separate Campaign
•Targeting Display Network Only (‘Relevant pages only on the placements
and audiences I manage’)
•AdGroups: Have one adgroup relating to each tag that you create

52. Day Parting

53. Analyze Competition

54. Summary
• Structure is king: everything else will follow
– Brand & Generic : separate
– Search & Display: separate
– Keywords : closely grouped
– Ads : as targeted as possible
– Test, optimise, learn, repeat!

55. Now you do the
talking.
@
blair@bigmouthmedia.com
Any Questions?