21 good the bad and the ugly of ppc
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The document discusses best practices, challenges, and important metrics for paid search marketing. It provides examples of effective ad extensions, local listings, product listing ads, and segmentation tactics. It also outlines bad practices like lacking negative keywords or conversion tracking. Key metrics mentioned include quality score, click-through rate, position and bidding, and cost per acquisition. The summary emphasizes optimizing quality score, click-through rate, position, and ensuring costs remain affordable.
21 good the bad and the ugly of ppc
- 1. @annstanley The Good, the Bad & the Ugly of Paid Search! By Ann Stanley Part 1 - The Good! Examples of best practice
- 2. @annstanley
- 3. @annstanley Ad Extensions, Local Listings (map) and Product Listing ads
- 4. @annstanley Product Listing ads & Creating Product Targets Select the campaign where you want to create your target Select the Auto targets tab Add product target from list on the left These values must match the values in your Google Merchant Centre feed exactly, or your ads won't be served for these targets Free shopping results will be replaced by Product Listing ads (latest Q2 in 2013)
- 5. @annstanley Segmenting data for further analysis (Sitelinks on the Ad Extension tab)
- 6. @annstanley Dominating the results (2 ads displayed at the same time and different formats)
- 7. @annstanley Imported Analytics results (display by adding Columns) Total conv. Value = Sales revenue from PPC conversion tracking code (allows revenue optimisation) Imported Analytics data = Bounce rate Pages per visit Average visit duration
- 8. @annstanley See Search Terms (for keyphrase = footwear production) Add new exact phrases in e.g. processes in shoe production Exclude negatives e.g. vacancies, jobs
- 9. @annstanley Competitive data (in Keyphrase Details) Relative impression share compared with your competitors Being Position 1 does not always give you maximum impression share
- 10. @annstanley Analytics Conversion paths - including Remarketing
- 11. @annstanley Tracking calls from search & call optimisation Virtual page created in Analytics used to create a Goal Import Goals back into AdWords for Call Optimisation
- 12. @annstanley Dynamically created Search ad Extension (using URL from your site)
- 13. @annstanley Bad keyphrases no negatives
- 14. @annstanley Bad PPC localisation NOTE: new Google layout?
- 15. @annstanley Bad guess the keyphrase
- 16. @annstanley Bad - Irrelevant ads Or is this session based broad match?
- 17. @annstanley Ugly - no PPC conversion tracking
- 18. Ugly Analytics issues @annstanley no ecommerce tracking
- 19. @annstanley Ugly - Low CTRs & Quality Scores
- 20. @annstanley Summary Managing PPC - Whats important? Quality Score Googles measure of relevancy it affects your position and how much you pay (eg QS of 8/10 you pays half as compared with 4/10) Click through rate use good ad copy and ad extensions to enhance your ad. Pause phrases and ads with a CTR below <1%, otherwise this drags down your QS Position and bidding you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high! Cost per acquisition (CPA) most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click can you afford this?
- 21. @annstanley Thank you Ann Stanley ann@anicca-solutions.com 07930 384443