ppc - getting to your bottom 10%
TRANSCRIPT
Global Head of Biddable MediaCheapflights.com – part of the momondo group
Jim Banks
PPC Best Practise
• Getting to your bottom 10%
A little about me• Born in Scotland• Grew up in Hong Kong• Featured on sexiestmanalive.org• Spy
My tips to the top (or bottom) 10%• Define macro and micro goals• Import ALL your costs to Google Analytics• Use a tag management solution – Google Tag
Manager is free• Use Enhanced Ecommerce in Google Analytics• Low Quality Score = Poor user experience
The 10/80/10 rule• Your success will come from your top 10%• Your screw ups will come from your bottom
10%• These normally cancel each other out• The 80% in the middle just washes its face
• If you don’t understand how the following work, then don’t use them :– Google Display Network– Remarketing Lists for Search Ads– YouTube Ads– Google+ Post Ads
• Performance from advertisers using them is polarized• But, you MUST learn Product Listing Ads and Feeds
Your primary objectives• NOT to spend less money• To be able to spend MORE• Dominate your prime (money) terms, even if
you need to loss lead them• Halo effect of PPC and SEO together can be huge
Setting up control ads• Test them on a like for like basis• If you daypart, then daypart your control vs.
test
Dayparting best practise• Run different ads at different times of day• Morning ads• Afternoon ads• Evening ads• Weekend ads• Change the tone and urgency based on the scenarios you are running• Predict which device is being used – calls/carts
Bid pricing best practise• Blended eCPC
– CPA– CPI– CPS– CPL
• ALL can be changed to one common metric
Analytics• Get good at it, or hire someone to do it• Custom segments• Custom reports• Ask your data questions• Don’t build shitty dashboards
Data layer• 20 custom dimensions
– Existing vs. New, Bought once vs. multiple times, Spent more than $100
• 20 custom metrics – numeric – LTV, times visited
• Remarketing hooks
Build cool funnels• Time on site – more than x, less than y• Added to cart – drop off points• Started checkout• Bought once, bought many times, sale conscious • Socially engaged – liked your stuff, shared your stuff• Logged in – it’s about users, not devices• Visited Y times – loyalty works• Remarketing hooks• YOU CAN’T HAVE ENOUGH CUSTOM SEGMENTS
Demographics• Age, sex, location
– 18-24 / 25-34 / 35-44 / 45-54 / 55+– Male /Female– Living in Vegas
Psychographic information• Interests• Affinities• Likes• Fans• Remarketing hooks• What makes them tick
Audience mobility• Your audience will use more than one
platform– Bring your Facebook audience to Google– Bring your Google audience to Facebook
• Custom segments using source or url data
Platform choice• Each ad platform has opportunities to exploit
– Facebook = lots of mobile– Google Display Network = graphical ads and dynamic ads– YouTube = competitor companion ads– Twitter = MUST daypart
• Paid social can be very hit and miss – they are learning with your money
Platform features• Most advertisers use less than 50% of features available• Ad customizers• Sitelinks• Callout extensions• Review extensions• Call only ads• Countdown
Ad Customizers
Tools you can use• Market Samurai - http://bit.ly/mktsamurai2• SEMrush – http://bit.ly/1hMFvUF• Adbeat - http://bit.ly/adbeat2• WhatRunsWhere - http://bit.ly/wrw-tgretail• Vidiq – http://bit.ly/vidiq-tgretail15
Last few items• Pinterest – great for ecommerce• Instagram – great for ecommerce• Periscope and Meerkat will be game changers• Hashtags can also be keywords on PPC• Build custom audiences on Google, Twitter and
