ppc myth busting
TRANSCRIPT
Digital Advertising Myth Busting!
#TTLPresents
But First, A Bit About Me…• PPC Advertising Executive at The
Tomorrow Lab
• Google Certified Professional:
Google AdWords Fundamentals Google Advanced Search Advertising Google Display Advertising Google Analytics
• Bing Ads Accredited Professional
#TTLPresents
Overview1.What is Digital
Advertising?2.What are The Platforms?3.What is Google AdWords?4.What is Bing Ads?5.5 PPC Myths Busted!6.Quick Recap
#TTLPresents
What is Digital Advertising?
#TTLPresents
#TTLPresents
• Leveraging online technology to deliver promotional advertisements to consumers:
What is Digital Advertising?
#TTLPresents
Reaching core audiences in new ways and with more precision.
Through the Line advertising:
• Integrated advertising
• Wide reach
• Narrow focus on conversions
What is Digital Advertising?
#TTLPresents
What Are The Platforms?
Digital Advertising: Platform Reach
#TTLPresents
3.5 bn searches/
day
1 bn users &
1/3 internet
users
621 million unique
searchers in 35
countries
98% of web with
retargeting
Digital Advertising: Platform Reach
#TTLPresents
1.65 bn monthly
users
320 million
monthly users
433 million
members
100 million daily users
#TTLPresents
#TTLPresents
Digital Advertising: A Narrow Focus
• A targeted approach to advertising:
RIGHT MESSAGERIGHT PERSONRIGHT TIMERIGHT PLACE
• Across Devices
#TTLPresents
Digital Advertising: Making Other Media Work Harder
Effects on ROI:
+4%
+70%
+71%
Source: marketingland.com/10-reasons-digital-advertising-works-brands-108151#TTLPresents
What is Google AdWords?
#TTLPresents
“Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.”
Source: Wordstream.com
What is Google AdWords?
#TTLPresents
• Reach: Number 1 website in the UK with 89.9% of the market.
• Relevance: Target specifically the people that are interesting for your business.
• Return On Investment: Control how much to invest.
Benefits of Google AdWords
#TTLPresents
What is Bing Ads?
#TTLPresents
What is Bing Ads?Bings Ads, brought to you by Microsoft, provide pay per click advertising on both the Bing and Yahoo! search engines offering an additional customer audience to Google and increased diversity, growth and profits for your business.
#TTLPresents
Benefits of Bing Ads
• Bing is inside apps, sites and devices including:
#TTLPresents
Benefits of Bing Ads
Bing users:
- spend 145% more online than average internet searcher- 44% more online than Google searchers
Bing’s UK audience includes:
- Mid to high income ranges between 35,000 - 50,000 pounds annually
- Mature age groups, especially those 35+
#TTLPresents
Bing Ads ImportYou can import from Google AdWords:
• 2.5 million keywords & ads • 2 million negative keywords• 1 million ad group product partitions• 200,000 all other entities
#TTLPresents
PPC Myths Busted
#TTLPresents
MYTH #1: People Don’t Click On Ads
#TTLPresents
MYTH #1: People Don’t Click On Ads
In a 2015 Ofcom report on Adults’ media use and attitudes, conducted with over 1,300 respondents:
• Around 1/2 of the adults were unable to recognise ads in Google’s search results.
#TTLPresents
MYTH #1: People Don’t Click On Ads
MYTH #1: People Don’t Click On Ads
#TTLPresents
Understanding of paid-for results returned by Google searches, among adults who use search engine websites or apps:
These are adverts/sponsored links/ paid to appear here
These are the best/ most relevant results
These are the most popular results used by other people
Don't know
Only stated the correct response
0% 10% 20% 30% 40% 50% 60% 70%
60%
23%
20%
12%
49%
% Response160 newer users & 1100 older users:
• 34% of newer users gave the right answer
• 51% of established users gave the right answer
MYTH #1: People Don’t Click On Ads
#TTLPresents
• 16.4% growth in UK digital ad spend to £8.6bn
• Average home now owns 8.3 internet devices.
Image Source: Internet Advertising Bureau UK Digital Adspend report, conducted by PwC
MYTH #1: People Don’t Click On AdsIncreases in ownership:
• 27% increase in connected TVs • 21% increase in smartphones• 18% increase in laptops• 16% increase in tablets
Smartphones are the most popular device (2.1 per household) followed by laptops (1.6) & tablets (1.4).
#TTLPresents
MYTH #1: People Don’t Click On Ads
#TTLPresents
MYTH #2: Position #1 is the most profitable
#TTLPresents
• Profitability in position 1 is case dependant• Great visibility and is great for branding
purposes
BUT
• Greater budget is required to sustain it• It may attract searchers weighing up
options
MYTH #2: Position #1 is the most profitable
#TTLPresents
MYTH #2: Position #1 is the most profitable
#TTLPresents
MYTH #2: Position #1 is the most profitable
• Test with confidence
• Trial changes without actually affecting performance
• At the end of the trial, implement your suggested changes or abandon them#TTLPresents
MYTH #2: Position #1 is the most profitable
#TTLPresents
MYTH #3: Higher spend increases rank
#TTLPresents
• Larger budgets fund:
a) a variety of competitive & lesser competitive keyphrases
b) greater no.’s of click volumes overall
BUT
• The largest budget will not improve rank if the quality signals are poor
MYTH #3: Higher spend increases rank
#TTLPresents
MYTH #3: Higher spend increases rank
Ad Rank, a score based on:
• Max cpc bids• Quality Score • Impact of
extensions
#TTLPresents
MYTH #3: Higher spend increases rank
#TTLPresents
MYTH #3: Higher spend increases rank
#TTLPresents
MYTH #3: Higher spend increases rank
In an AdWords auction, the highest bidder wins, subject to quality score factors & ad rank.
#TTLPresents
MYTH #4: With PPC you can launch it & forget it
#TTLPresents
• People build advertising campaigns• Turn them on• Watch them spend money
AND …
• Complain they don’t see ROI• Label PPC as a costly and ineffective
marketing channel
MYTH #4: With PPC you can launch it & forget it
#TTLPresents
MYTH #4: With PPC you can launch it & forget it
• Digital advertising campaigns require attention to perform.
• A strong search advertising campaign will endure the right amount of testing but steer clear of over-optimisation.#TTLPresents
Common optimisations include:
• Adding new keywords• Adding keyword negatives• Testing ad copy & creative• Testing landing pages• Creating ad extensions• Bid lowering & increasing• Pausing keywords/ ad groups/ campaigns• Retargeting specific audiences• Monitoring & understanding performance• And More
MYTH #4: With PPC you can launch it & forget it
#TTLPresents
MYTH #4: With PPC you can launch it & forget it
• Clicks, Impressions & CTRs
• Keyword Performance & Search Terms
• Impression Share/Share of Voice
• Conversions, Conversion Rates & Cost Per Conversion
• View Through Conversions
• Session Data• Reach Metrics• YouTube Earned Actions• Video Played to• Gmail Saves/ Forwards/
Clicks
Measurement & Reporting:
#TTLPresents
MYTH #5: PPC Ads Improve Organic Rank
#TTLPresents
MYTH #5: PPC Ads Improve Organic Rank
• No direct correlation between advertiser spend and organic search rankings/traffic.
• Advertisers who spend more do not receive special preference in organic rank.
#TTLPresents
However, there are views on how PPC can indirectly improve organic rank, that are in no way associated with ad spend:
• Time spent on site from a Google search acts as a quality signal
• Raising brand awareness generates increased brand + keyword searches
• Increased traffic to pages can earn links and other quality signals
MYTH #5: PPC Ads Improve Organic Rank
#TTLPresents
• Large amounts of returning traffic builds brand trust
• Actions on-page including scrolling, moving through the site and converting act as further quality signals.
This all helps towards creating a more rounded and multi-channel strategy for your brand.
MYTH #5: PPC Ads Improve Organic Rank
#TTLPresents
Quick Recap
#TTLPresents
Quick Recap• Digital Advertising is leveraging online platforms to
deliver ads to a wide audience with more precision across devices
• Google AdWords & Bings Ads are two of the most popular search ad platforms
• People do click on ads• Position one isn't always the most profitable• Spend alone does not influence ad rank• PPC requires regular and thorough optimisation• PPC ads can only indirectly influence organic rank
over time
#TTLPresents
www.thetomorrowlab.com
Thank you
Email: [email protected]
Twitter: @ruthcowan5 | @thetomorrowlab
#TTLPresents