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Part 1 - The Good!

Examples of best practice

The Good, the Bad & the Ugly of Paid Search!

By Ann Stanley

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Ad Extensions, Local Listings (map) and Product Listing ads

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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)

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Segmenting data for further analysis(Sitelinks on the Ad Extension tab)

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Dominating the results (2 ads displayed at the same time and different formats)

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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

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See Search Terms (for keyphrase = footwear production)

• Add new exact phrases in e.g. “processes in shoe production”• Exclude negatives e.g. “vacancies”, “jobs”

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Competitive data (in Keyphrase Details)

• Relative impression share compared with your competitors• Being Position 1 does not always give you maximum impression share

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Analytics Conversion paths - including Remarketing

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Tracking calls from search & call optimisation

• Virtual page created in Analytics – used to create a Goal• Import Goals back into AdWords for Call Optimisation

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Dynamically created Search ad Extension (using URL from your site)

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Bad keyphrases – no negatives

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Bad – PPC localisationNOTE: new Google layout?

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Bad – guess the keyphrase

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Bad - Irrelevant ads

Or is this “session –based broad match”?

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Ugly - no PPC conversion tracking

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Ugly – Analytics issues – no ecommerce tracking

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Ugly - Low CTR’s & Quality Scores

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Summary –Managing PPC - What’s important?

• Quality Score – Google’s 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?

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Thank you

Ann Stanleyann@anicca-solutions.com

07930 384443