top secret ppc
TRANSCRIPT
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We thought we'd add a glossary covering offsome of the buzz-words in PPC these days
Click Path Analysislick Path Analysis - Reporting on entire userjourney and how they interact with multiplechannels before conversion
PPC ArbitragePC Arbitrage - A page solely for hosting PPCads, bidding on cheap keywords, profiting whensomeone clicks through a more expensive PPC adon their site
Ad Cloningd Cloning - A lazy tactic, where a PPC advertisercreates a near-duplicate of another brand's ad toboost traffic
A/B Testing/B Testing - Testing one advert or landing pageagainst another, to see which yields highest ROI
Bid Boostingid Boosting - Bid management incorporatingincreased PPC bids when ads are served tospecific demographics
Daypartingayparting The ability to specify times of dayor day of week for ad displays to specificallytarget searchersLong Tailong Tail - Keyword phrases with three or morewords in them. These keywords are highlytargeted, but less competitive, meaning lowerCPCs and higher ROI
Share of Voicehare of Voice - Exposure of an advertiser withina specific vertical over a period of time
Searchandisingearchandising - A Search term meaning the planninginvolved in placing the right merchandise orservice at the right place, at the right time, inthe right quantities, and at the right price
Glossary
12
An insiders dossier on
Paid Search (PPC)
File No.2 of bigigmouthouthmedias expos seriesedias expos series
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FindingtherightPPCagencyWarningsTheirexpertiseAccreditation
InterrogatingyourPPCagencyProtectingyourbrandDeliverablesandexpectationsReportingandresultsAgentrelationshipsAgentbigigmouthouthLeakedby
Glossary
1)
2)
3)
4)
5)
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12)
planofattack
Searchnowaccou
ntsfor57%ofo
nlinemarketing
spend...it'sac
ompetitiveandc
omplexarena
whichcoststime
andmoneytoim
plement,track
andmaintain.So
howdoyouget
itright?
Bigigmouthouthmediaediahasoverad
ecade'sexperien
ce
withinsearch.T
hisisourbig,
cleverinsider's
viewtosuccessf
ulPaidSearch.
We'veidentifiedth
eopportunities
offeredby
PaidSearchandnaileddownth
oseall-important
pitfallstoavoid
.Thisdossierw
illhelpyou
implementarobu
st,ROI-focussed
campaignthat
complementsyour
entiremarketin
gstrategy.
Agentbigigmouthouthattherea
dy...
CONTENTS
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WARNINGS
findingTHE
1
2rightPPCagency
Checkout the agency's experience and case
studies.Can theyshow youproven results
for highlysuccessfulcampaigns?Dothey
know their verticals?
Check thelongevity of their client
relationships -aretheyhanging on to
accounts through excellence?
Talktotheirclients. Are they happywith
the service, theresults andthe customer
service?
How secure andestablishedisthe agency?
Even in this relatively young industry, all
the seriousplayers will havebeen actively
working with big clientsforseveral years
DotheyunderstandthefullDigitalMarketing
landscape? Even better,canthey offermulti
channel campaign management?
Do theyhave leading-edgeexcellence within
yoursector?
Will they provideyou fullvisibilityon
your accounts includingread-only logins?
So youneeda PaidSearchcampaignmanagedbyan
agency formaximumbenefitwheredoyoustart?
Bewareoffrontmen.SubcontractedPaidSearchcampaignscanbedangeroustoyourbrandandyourpocket.YouneedtoknowwhohasresponsibilityforyourcampaignGoonrecommendations.Agoodagencyshouldgetalotofnewbusinessthroughw
ordofmouth.Bewarethedodgydealers;PaidSearchagencieswitharaftofsalesstaff,butthinontheoperationalsideAPaidSearchagencyshouldneverownanythingonyourbehalf.Thisincludessearchengineaccounts,performancedata,PaidSearchlandingpagesandanalyticsaccess.Don'triskbeingheldtoransom.Makesuretheywilldoafulltransferofyouraccountandhistoricdatashouldyouwishtochang
eagenciesinthefuture.Ifnotyouruntheriskoflosingallyourqualityscoreandhardwork!Avoidstickycontracts.Iftheagencyisasgoodastheysaytheyare,whytheneedtotieyouinforayear?
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THEIREXPERTISE
3
It'seasytorush
intoPaidSearch
butit's
criticaltoplanas
trategic,insightful
campaign.
Askaboutthefoll
owingmust-haves:
ACCREDITATION
4
It'scriticalthatyour
agenthasproven
excellencewiththema
jorsearchproviders.
Theseaccreditationsa
reachievedinan
examsituationandare
theretoseparate
theprofessionalsfrom
thecowboysDotheyk
nowhowtointegra
tePaidSearch
withyourAffiliates
,DisplayandSEOca
mpaigns?
Dotheygivefull
detailsofwhatth
eservice
willinvolveandwh
ereyourinputisre
quired?
Dotheytakeanaccurate
brief?Afterall
how
cantheymakeyourcampaignasucce
sswithout
acompleteunderst
andingofwhatyou
rbrand
isabout?
Makesuretheyoff
erafullpre-camp
aign
auditreportoutli
ningthechangest
heywant
tomakeandwhy
Dotheydemonstrat
emarket-leadingt
echnical
expertise?
Dotheyhaveagri
pontheimportant
search
enginesan
dterritoriesfor
yourcampaign?
Dotheyoffertransparent,m
ulti-channel
tracking?
Whatexperiencedo
theyhaveinadva
nced
demographicandge
ographictargeting
?
Dotheyhaveexper
ienceinrunningc
ampaigns
onbothsearchand
contentnetworks?
BigigmouthouthmediaediaisanofficialE-cons
ultancy
PaidSearchtrainingp
rovider
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PROTECTINGYOURBRAND
6
TrademarklitigationisahottopicwithinPaid
Search.Makesureyouragencyunderstandsthe
scopeofyourtrademarkprotectionandcan
adviseyouonbestapproachformaximumprotection.
Aretheybrandfocussed?Dotheyhavethenecessaryexperienceworkingwithvaluedbrands?
Hereareafewthingsthatshouldringalarm-bells
ifyouragencysuggeststhem!
Rememberyouneedthecomfortofanagencywith
ProfessionalIndemnityCover.
Usingcompetitorbrandbiddingasacorepart
ofthestrategy-thisisntadefaultstrategy
forall
AttemptingtoimitatecompetitorsinyouradcopySacrificinguserexperienceandbr
andperception
fortrafficgain
INTERROGATING
5
Howmanyy
earsofex
perienced
oyouand
yourteam
have?
Willyouin
demnifymy
brandfro
mdamage?
WillIbe
tiedtoa
longcontr
act?
Whattechn
icalexper
iencedoy
ouhave?
CanIsee
asampleo
fmulti-cha
nnelrepor
ts?
Canyouhandlev
astvolume
sofkeywor
ds?
Willyoub
esub-contractingm
ycampaign
?
CanImeet
theteam
thatwillworkon
my
campaigni
nyouroff
ices?
Howwilly
ouintegra
temyPaid
Searchwith
myothera
ctivities?
Howwilly
ouliaise
withmyot
herdigital
agencies?
Canyousu
pplyPaidS
earchpage
content?
Doyouoffe
rsitebui
ldconsult
ancy?
Whatmulti-v
arianttes
tingandu
sability
experiencedothe
yhavefor
PaidSearch
landingpa
ges?
WillIagr
eeandsig
noffeverypartof
the
campaignp
rogress?
Nameofag
ent
YOURA
GENCY
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DELIVERABLES
7
ANDEXPECTATIONSYourcampaignkeywordsYourcampaignkeywords-Doestheagencyhavethein-houseresourcetocopewitheverchangingkeywordlistsandadvertcopy?Reportseports-Makesureyourreportsareintheformatyouwant.IfyouwantWarandPeace,demanditTransparencyis
key
ransparencyiskey-Willyouragencyprovidefullvisibilityonwhatthey'redoingandwhy?ScalabilityandwideningthecampaignacrossScalabilityandwideningthecampaignacrossmultipleterritoriesultipleterritories-Canyouragenthandleyourcampaigninmultiplelanguagesandterritories? Howscalableandprofitableistheproposedcampaignstructure?Inventorynventory-Canyouragencyimplementacampaignabletocopewithanever-changingproduct-drivenshopfloor?Technolo
gyechnology-Whattechnologywouldtheyusetoensureyourcampaignisalwaysupdated?Ethicsthics-Cantheysupplyyouwithbestpracticeguidelinesandbespokestrategiesforcreatingsynergybetweenyourvariousonlinechannels?
REPORTING
8
ANDRESULTS
Doyouhaveacentralpointofcontact?Istheresomeonewhoiscluedupaboutyourcampaignobjectivesandstatusandalwayshas
timetodiscussitwithyou?Makesurethereportingcoversallofyourtargetlanguages,searchenginesandterritoriesDoestheagencyleadthewayinmulti-channelreporting?
CantheyapplyclickpathanalysistobreakconversionsdowntoindicatewhatpartPaidSearch,SEO,AffiliateandDisplayplayedintheacquisition?Cantheagencyworkwithyourchosenanalyticsordotheytryaonetoolforallapproach?
KeyPerformanceIndicators(KPI's)arecrucialforanyPaidSearchcampaign.Theseneedtobeidentifiedattheoutset,andcontinuallyworkedtowardsduringthecampaign.
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AGENTRELAT
IONSHIPS
9
IsyourPaidSearchag
encyawareofyour
technical,budgetary,le
galorbrandingrestrain
ts?
Aretheysensitiveto
yourbusinessneedsan
d
flexibleiftheychang
e?Bewareofagencies
thatoffera'onesize
fitsall'solution
DoesyourPaidSearcha
gencyunderstandand
complementyourotherDi
gitalMarketingactivity
.
Evenbetter,canthey
offerthesethemselves
?
Andofcourse:thepersonalitydotheyf
it?
Afterallyou'llbewor
kingcloselywith
them,ithelpsifyou
likethem!
SelectingaPaidSearc
hagencyisnotsimply
selectingaservice
provider;itneedsto
bea
relationshipwithyoursuccessat
itsroot.
OK,we'redone.Remember,wenevermetFormoretipsandundercovernews,
registerforourweeklynewsletteratwww.bigw.bigmouthouthmedia.com/newsletter
media.com/newsletter
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8/14/2019 Top Secret PPC
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AGENTBIGMOUTH
Bigigmouthouthmediaedia has been at the forefrontof digital marketing since the dawn of the
industry, pioneering results-focussed,
ethically integrated digital marketing and
winning numerous awards along the way.
Now with over 200 staff in 10 countries, we
work with more than 300 major brandsglobally across 24 languages.
Want to know more about integrating Paid
Search? Pick up the phone and speak to one
of our mouthy experts on 0845 130 0055845 130 0055 oremail tellmemore@[email protected]
10
Leakedby...13Leakedby...11
Everythingwedoisbesp
oke.Onceweve
receivedaclientbrief,w
eaddsomebigigmouthouthy
lovetobettermeettheseobj
ectiveswithin
thebudgetallocationandtimeframeset
Wecandemon
strateexcellenceinall
sectors,
supportedbyROIyoucan'
targuewith
Wecanhandlecampaignswi
thmillionsofkeywords,
acrossseverallanguages
andterritories
We'refullyglobal,withP
aidSearchexperts
acrosstheworld.Eacho
ftheseteams
knowstheirownmarketu
p-close
andpersonal
UsingbigigmouthouthmediaediatohandleyourPaidSearc
h
givesyouaneffective,mu
lti-network,cost-effective
approach,fullysynergised
withyourotherchannels.
Youcalltheshots,wedo
thehardwork.Here's
whybigigmouthouthmediaediaistheleaderinitsf
ield: