The document discusses the concept of "pillars" in pay-per-click (PPC) advertising. It proposes that there are four main pillars of PPC: analytical PPC, which involves tasks like tagging sites, testing, and reporting; technical PPC, which includes automations, data feeds, and troubleshooting; in-ad PPC, such as imagery, copywriting, and landing pages; and strategic PPC like strategy, keyword research, and defining KPIs. Grouping PPC tasks into these pillars provides clarity around what work needs to be done to make accounts successful.

1. What are the pillars of
PPC?
Rich Ingilby
Client Growth Manager
@rjfingilby

2. What are the
pillars of PPC
@rjfingilby

3. Why are pillars so
important?
@rjfingilby

4. Let’s start with a story
@rjfingilby

5. Alfred

6. Wessex
Mercia
Cumbria
Northumberland

9. Alfred the Great

10. 3 pillars were absolutely crucial to
why Alfred became great
@rjfingilby

11. Pillar 1:
Fortifications

12. Pillar 2: Forces

13. Pillar 2: Forces

14. Pillar 3: Faith

16. @rjfingilby
Fortifications
Forces Faith
These pillars are what made
Alfred great
FICTION?

17. How do pillars make us
great?
@rjfingilby

18. Pillars clarify what we need
to do
@rjfingilby

19. Aethelred
“the
Unready”
/ Aethelred
“the
ill-advised”

20. Edward/
Aethelstan

21. Pillars will
help you
not be like
Aethelred

22. Pillars show us
what makes our
PPC accounts
successful
@rjfingilby

23. Pillars help us to
communicate
@rjfingilby

26. Pillars clarify our
work to senior
leaders
“why do I need to invest in
better tracking?”
“Because this is a recognised
pillar of success”

27. Pillars also show where you fit in

28. What specialisms
does your team
need?
What do you want
to specialise in?
@rjfingilby

29. “Aethelstan
the
Tag-Slayer”

30. But, pillars need to
change with the times
@rjfingilby

31. Horrible
heathens
Horrible
heathens
Horrible
heathens
Horrible
heathens

33. Don’t be
like
Harold,
update
your
pillars

34. What we are looking for then?
@rjfingilby

35. @rjfingilby
Off-Page
Links into a website
Content
Longer-form content
designed for more
upper funnel keywords
Technical
Back end bits that no
one sees
On-Page
Keywords matching
search queries
SEO has these pillars, for example

36. @rjfingilby
Off-Page
Links into a website
Technical
Back end bits that no
one sees
Content
Making the words on a
webpage fit users’
search queries and
search intent
SEO has these pillars, for example

37. Key areas into which the
most valuable PPC tasks fit
and that make accounts
successful
@rjfingilby

38. What are my pillars of PPC
@rjfingilby

39. Where do we start?
Tagging
Testing
Attribution
Reporting
Audience
definitions
Automation
Data-feeds
Copy
writing
Tracking
Troubleshoot
ing
New
formats
Budgeting
Keyword
research
Training
ML
Structuring
Multi-en
gine
International
Strategy
Playing
Google’s silly
little games

40. Tagging
Testing
Attribution
Reporting
Audience
definitions
Automation
Data-feeds
Copy
writing
Tracking
Troubleshoot
ing
New
formats
Budgeting
Keyword
research
Training
ML
Structuring
Multi-en
gine
International
Strategy

41. Tagging
Testing
Attribution
Reporting
Audience
definitions
Automation
Data-feeds
Copy
writing
Tracking
Troubleshoot
ing
New
formats
Budgeting
Keyword
research
Training
ML
Structuring
Multi-en
gine
International
Strategy

42. Tagging
Testing
Attribution
Reporting
Audience
definitions
Automation
Data-feeds
Copy
writing
Tracking
Troubleshoot
ing
New
formats
Budgeting
Keyword
research
Training
ML
Structuring
Multi-en
gine
International
Strategy

43. Tagging
Testing
Attribution
Reporting
Audience
definitions
Automation
Data-feeds
Copy
writing
Tracking
Troubleshoot
ing
New
formats
Budgeting
Keyword
research
Training
ML
Structuring
Multi-en
gine
International
Strategy

45. Analytical PPC
Analytical PPC
Tagging
sites
Designing and
implementing
tests
Attribution
Setting up
reporting
Tracking
actions

46. The areas of PPC
concerned with
isolating impact
and performance
Analytical PPC
@rjfingilby

47. Attribution Measurement
@rjfingilby

48. Attribution Measurement
@rjfingilby
Automatically allocating
value to a particular
source
Manually assessing the
incremental impact of a
particular action

49. Technical PPC
Technical
PPC
Automations
Multi-engine
Data feeds
Setting up
audiences
Troubleshooting
Targeting
settings

50. Configuring the
underlying
structures that
enable ads to serve
in the right place at
the right time
Technical PPC
@rjfingilby

51. In-ad PPC
Imagery
New ad
formats
Copywriting
Disapprovals
In-ad
PPC
Landing pages

52. “Actions that are visible to
the end-user: Designing
creatives and campaigns to
attract your audience.
” @rjfingilby
In-ad PPC
=

53. Strategic PPC
Strategy
Keyword
research
Budgeting
Training ML
models
Structuring
Competitor
research
Strategic
PPC
Defining
KPIs

54. Strategic PPC
=
Any tasks that involve
planning the direction of PPC
accounts, and cajoling them
to obey this direction

55. The Four Pillars of PPC
Analytical
PPC
Technical
PPC
In-ad
PPC
@rjfingilby
Strategic
PPC

56. Strategic PPC
Strategy
Keyword
research
Budgeting
Training ML
models
Structuring
Competitor
research
Strategic
PPC
Defining
KPIs

57. The three pillars of PPC?
Analytical
PPC
Technical
PPC
In-ad
PPC
@rjfingilby

58. @rjfingilby
In-ad
Ad copy, Landing
page
Pre-live
Planning, strategy,
structure
Post-live
Attribution,
incrementality
testing etc.
Alternative model

59. Over to you
@rjfingilby

60. Key areas into which the
most valuable PPC tasks fit
and which make accounts
successful
@rjfingilby

61. @rjfingilby

62. By creating pillars, and
structuring our work
around them, we too
can be great