ppc hacks to help you optimise like a boss - search leeds - arianne donoghue
Post on 24-Jan-2017
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@ariannedonoghue
We’re going to cover…
Things You Can Do Right Now
Future Changes You Should Prepare For
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Does this test have >95% confidence?
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Does this test have >95% confidence?
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%
92% - No
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,554 123 4.82% YesAd Copy 2 2,446 93 3.80%
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99% YesAd Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,554 123 4.82% YesAd Copy 2 2,446 93 3.80%
96% - Yes
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99%YesAd Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 4,026 190 4.72% YesAd Copy 2 3,930 159 4.05%
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 2,043 102 4.99%YesAd Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR WinnerAd Copy 1 4,026 190 4.72% YesAd Copy 2 3,930 159 4.05%
93% - No
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Last one – is this >95%?
7 Week Test Impressions Clicks CTR Winner Confidence?Ad Copy 1 35,062 1,677 4.78% Yes 95%Ad Copy 2 34,938 1,578 4.52%
@ariannedonoghue
Statistical Significance
Let’s challenge our assumptions!
Last one – is this >95%?
7 Week Test Impressions Clicks CTR Winner Confidence?Ad Copy 1 35,062 1,677 4.78% Yes 95%Ad Copy 2 34,938 1,578 4.52%
95% - Yes
@ariannedonoghue
How Should You Test?
Rotate evenly
Only change ONE thing
Test systematically & iterate
For ads, create a testing matrix
For ads, test between 2-4 variations
Struggling for ad ideas? Use a cheat sheetor infographic!
Check the significance before moving on
@ariannedonoghue
Adwords & Analytics
• Use almost any data field or metric from GA –creates lists for Search & Similar Users Display lists
• Use Custom Dimensions – great for RLSAs
• Ecommerce business? Try Smart Lists!
@ariannedonoghue
Audience Insights
• Once your lists are in Adwords, use them for additional insight – great for Display campaigns & granular targeting
@ariannedonoghue
Audience Insights
• View changes in list size
• See how many ad groups are using that list/segment
• Understand how key different segments are for you
@ariannedonoghue
Adwords & Email
Alongside Facebook’s Custom Audiences, you can use Google’s Customer Match
Lists can be used in Search, YouTube & Gmail
Similar Audiences also created (you get Audience Insights too!)
• High value/most loyal customers
• Specific products
• Lapsed customers
Ideas for use:
Use with custom bids & ads
Don’t oversegment – you need minimum audience sizes
@ariannedonoghue
Adwords & Facebook
• Use campaign demographics to inform Adwordsaudiences
• Facebook Audience Insights
• Device insights• Custom Audience insights• and more!
@ariannedonoghue
Quality Score Analysis
1. Expected CTR-> Bid/Ad Copy problem2. Ad Relevance-> Ad Copy problem3. Landing Page Experience> Landing Page problem
Insight available @
keyword level
@ariannedonoghue
Quality Score Analysis
Bing allow to include keyword attributes within reports.
Google don’t – so how do we get the data?
@ariannedonoghue
Quality Score Analysis – using a script
1. Paste script into Adwords
2. Authorise it
3. Schedule it to run
4. That’s it!
We’ve amended the script to pull in click data that we use to prioritise our actions.
@ariannedonoghue
Quality Score Analysis – the output
Keyword Match Type QualityScore Expected CTR Ad Relevance Landing Page Experience
cheap holidays Exact 10 Above average Above average Above average
last minute holidays Exact 10 Above average Above average Above average
+holidays Broad 10 Above average Above average Above average
holidays Exact 10 Above average Above average Above average
+cheap +holidays Broad 9 Above average Average Above average
cheap holidays 2016 Exact 10 Above average Above average Above average
+inclusive +holiday Broad 10 Above average Above average Above average
+all +inclusive Broad 10 Above average Above average Above average
+cheap +holidays +june Broad 10 Above average Above average Above average
holidays 2017 Exact 10 Above average Above average Above average
+cruise Broad 8 Average Above average Above average
cancellation holidays Exact 10 Above average Above average Above average
discount holidays Exact 10 Above average Above average Above average
1. Priority – Keywords that spend >£1002. Secondary – Clicks >200/Impressions >2,0003. Tertiary – Landing Pages
Choose your own priorities based on your own campaign performance!
@ariannedonoghue
Other Script Ideas
• Quality Score tracker
• 24 Hour Bidding Schedule
• Automatically add new [keywords] as negatives in broader campaigns
• Link Error Checking
• Weather based bidding
• Comparing paid with organic rankings
• SQR new keyword build sheet (working on this one)
• Competitor Monitoring (working on this one)
Check resources for more ideas & scripts
to implement
@ariannedonoghue
Expanded Text Ads
• Prepare, prepare, prepare – even if you’re not in the Beta
• Test longer headlines by ending DL1 with a “.”
• Conduct detailed testing on existing ads
– Break out key phrases, CTAs and value propositions
– E.g. does “cheap” resonate better than “millions”?
• Create upload sheets ready for the transition
@ariannedonoghue
Device Bid Adjustments
• Specific tablet & computer modifiers are coming!
• You can set any device as your base bid
• You’ll be able to bid up to +900%
1. Decide if you want to change anchor
2. Work out your tablet & mobile modifiers
3. Use a bid management tool? Don’t put
your changes live until you know the
platform supports them
@ariannedonoghue
Other Upcoming Changes
• Demographic Targeting for
Search
• Similar Audiences for Search
• Native ads on GDN
• Promoted Pins on Google
Maps
Use existing Gender/Age
audiences to evaluate
performance (0% bid adj.)
Use remarketing lists to
augment this
Use paid social data for further
insights
@ariannedonoghue
Talking of change
Paid Search –Google & Overture
Paid Search –3 search engines
Display – the rise of RTB &
auction based media, incl
retargeting
MobileSocial Media & the advent of
paid social ads
More complexity
within search & the
increased use of automation
…this isn’t even everything!
@ariannedonoghue
Grow Your Skills
What else can you learn to either help you specialise or diversify?
@ariannedonoghue
Grow your skills
Javascript HTML/CSSAdvanced
ExcelStatistics Training
Agile/Scrum Project
Management
Google Analytics/Tag
Manager
Attribution Modelling
@ariannedonoghue
Learn to Code – Online Course Providers
• Codecademy – lots of free courses with premium content
• Treehouse – free trial of TechDegree courses
• Codeschool – 10 introductory courses – then a paid plan
• Udacity – free courses & paid NanoDegrees
@ariannedonoghue
A/B Testing
• Infographic – 26 Ideas For Testing Your PPC Ads
• Ad Testing “Game”
• VWO A/B Testing Significance Calculator (Excel Spreadsheet)
• The Ultimate PPC Ad Copy Cheat Sheet
• PPC Testing Using An Ad Matrix
@ariannedonoghue
Adwords Script Resources
• Quality Score Components Script
• Quality Score Tracker
• Free Adwords Scripts
• 100 Adwords Scripts You Should Be Using
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