Matthew Read, PPC Director at Jellyfish Publishing, outlines his top tips to make sure you get the best from your PPC in 2015. Whether are using PPC to generate leads, subscriptions, ticket sales or simply just to boost the traffic volumes to your site. His presentation covers:- • Getting the most out of your main keywords • Maximising data collection with remarketing and remarketing for search • The importance of using the right ad copy • Exploring the Google Display Network (GDN) • Key PPC housekeeping rules to make sure you aren’t missing any quick wins Whether you are managing your own PPC accounts directly or are working with an agency, this presentation will help you to ensure you get the most of your PPC spend. Matthew Read has over 6 years digital marketing experience across a number of different sectors, including insurance, holidays and publishing and for both agencies and clients directly, and is now is a PPC Director at Jellyfish Publishing. Jellyfish Publishing is a standalone business division within the Jellyfish Group dedicated to serving its numerous publishing clients. Jellyfish are a digital marketing agency, renowned for their expertise in search and pay per click (PPC). For more information visit www.jellyfishpublishing.co.uk and follow on Twitter @JFPublishing

1. ToptipstogetthebestfromyourPPC
in2015
MatthewRead,PPCDirector,JellyfishPublishing
28th April2015

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MatthewRead
PPCDirector,JellyfishPublishing
Jellyfish are afull service digital marketingagency renowned for their expertise in
PPC, but we alsoofferSEO, Social,Display, Analytics, Optimisation,Creative, Video
and Development services. Jellyfish Publishingis a standalonebusiness division within
the Jellyfish Group, dedicated to serving its numerous publishingclients.
A core service we offeris risk-free digital marketing togenerate new leads, event
attendees, paid subscribers etc. We use allappropriate digital marketing channels
(PPC,remarketing, email, social etc) to direct qualifiedtraffic to dedicated
microsites, and we chargeon a Costper Acquisition basis.
I havebeen with Jellyfish Publishingfor 3 years specialising in PPCand leading our paid
search strategy for publishers. Prior to Jellyfish I haveworked for otherdigital
marketing agencies and client side managinga variety of PPCaccounts.

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WhatI’mcoveringtoday...
1. Measuringthesuccessofacampaign
2. Gettingthemostoutofyourmainkeywords
3. MaximisingdatacollectionwithremarketingandRLSA
4. ExploringtheGoogleDisplayNetwork(GDN)
5. KeyPPChousekeepingrules
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4. Matthew Read, Jellyfish Publishing4
1. Measuring Success

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1.Measuringsuccess
BeforelaunchinganyPPCcampaignthefirstthingthatshouldbedecidedis“whatwillsuccess
looklike?”
Thesearethekeythingstoidentify:
1. Whatareyoutyingtogetfromthecampaign?–subscriptions,leads,traffic,social
sharesetc.
2. Howareyougoingtomeasurethis?–conversiontrackinginAdWords,Google
Analyticsgoals,fulfilmentcodesetc.
3. WhatisthetargetCPA(CostPerAcquisition)forthecampaign?
4. Whatwillsuccesslooklike?–hittingacertainCPA,achievingatargetvolumeof
sales,morebrandawarenessetc.
Byhavingclearaccountgoalsyourcaneasilyjudgetheperformanceofnotjustthecampaignas
awholebutindividualads,keywordsanddemographicsetc.
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6. 6
MeasuringSuccess
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ByhavingallthisinminditwillmakeitpossibletomanageyourAdWordsactivityeffectively.
Withconversiontracking,atargetCPAandcleargoalsyoucanlookatyourkeywordportfolioandquicklyidentify
thefollowing:
• Keywordsnotgeneratinganysales
• KeywordsconvertingaboveCPAtarget
• Highandlowconversionrates
• Highandlowconversionvolumes
• Areasyoucanincreaseordecreasespend

7. Matthew Read, Jellyfish Publishing7
2. Getting the most out of your
main keywords

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2.Managingyourmainkeywords
Nomatterwhatthesizeofyouraccounttherewillalwaysbea
relativelysmallportionofkeywordsthatgeneratethemajorityof
yourtrafficandconversionvolumes.
Tomakesureyourtimeisspentmosteffectivelyyoushouldwork
tothe80/20rule,puttingthemajorityofyoureffortsintothe
smallareathatgeneratesthemajorityofsales.
A5%increaseonakeywordthatgenerates1,000salesamonthis
asgoodasa50%increaseonakeywordthatgenerates100.
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2.Managingyourmainkeywords
Onceyouhaveidentifiedthekeywordsthatgeneratethemajorityofyourconversionsyoutofocusyoureffortsonthe
tasksthatwillincreasetheirperformance.
Toincreaseakeyword’sperformanceitdoesnotjustcomedowntobiddingmoreonit.Youshouldbefocusingonthe
following:
• AdCopy–Canyoumaketheadmorerelevanttothekeyword?Canyoumakeyouraddmoreclickable?Areyou
runninganyAdCopytests?
• LandingPage–Istheuserlandinginthemostappropriateplace?Doesthelandingpagefeaturethesearchterm
oftheuser?Doesthelandingpagefeaturethepromotions,offersandproductsetc.fromtheAdCopy?
• KeywordRelevancy–IfyouareusingBroadorPhrasematchkeywords,areyoulookingatwhatyouareactually
appearingfor?Couldyouaddnegativekeywords?CouldyoumovestrongperformingsearchtermsontoExact
match?
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2.Managingyourmainkeywords
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Click
Through
Rate, <60%
Relevancy
Factors,
>25%
Landing
Page
Quality,
>15%
Allthiswillhelpachieveahigherqualityscore,moreclicks,lowerCPC’sandabetterconversionrate-meaningmore
salesforalowercostpersale.

11. Matthew Read, Jellyfish Publishing11
3. Maximising data collection

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3.Maximisingdatacollection
UsingtheGoogleremarketingcodeyoucancollectlistsofuserswithinAdWordsandthensegmentthembythe
differentpagestheyhavevisited.
Youcanalsosetdifferentdateparametersforthelistsandinthiswaycreatelistsofreallyhotleads.
e.g.forsubscriptions,somestandardlists
tocreateare:
• Allvisitstofunnelminussubscribers
• Eachstepofthepaymentprocess
• Allgiftpagevisitors
• Allvisitsfromthelast3days
• Allsubscribers
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3.Maximisingdatacollection
ThisdatacanbeappliedintargetingpeoplethroughbothRemarketingonotherwebsitesandalsousing
RLSA(RemarketingListsforSearchAds).
Asyouhaveinformationabouttheseusers,youcanadjustbids,adsandlandingpagestosuitthem.Whynottrythe
following:
• Sendingusersstraighttothepaymentfunnel
• Sendingtoothercontent
• Usingadifferentofferinthead
• Addingasenseofurgency
• Biddingmoreforcompetitorterms
• Targetingsubscriberswithotheroffers
• Keepingthelistsforrenewals
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14. Matthew Read, Jellyfish Publishing14
4. Exploring the GDN

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4.ExploringtheGDN
WhenadvertisingontheGDNyoucanusebothtextandimageadsalongsidewebsitecontent.
AlthoughthisispartoftheGoogleAdWordsadvertisingsolutionitshouldbeseenasacompletelyseparatebeastto
Googlesearch.
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4.ExploringtheGDN
GDNtargetingcanbeasbroadlyornarrowlytargetedasyoulike.Thereare
multiplewaysoftargetingusers:
Keywords–Matchingtowebsitesbasedontheactualsitecopy
Topics–Matchingtositesallfittingasharedtheme
AffinityCategories–Targetinggroupsofusersallinterestedinthesamething
In-BuyerMarkets- Targetinguserswhoareclearlyinabuyingcycle
Placements–Handpickingindividualwebsitestoshowyouradson
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Keywords
Topics
Affinity Categories
In-Buyer Markets
Placements

17. Matthew Read, Jellyfish Publishing17
5. Key housekeeping rules

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Keyhousekeepingrules
• Goals,Goals,Goals–Makesureyouhavekeygoals,targetsandobjectivesbeforestarting anycampaign.
• Trackeverything–Itisimpossibletomeasuresuccesswithouttrackingactivity.
• 80/20rule–Putthemajorityofyoureffortsintotheareaofhighestvolume.
• Isitrelevant?–Gothroughthejourneyyourselffromkeywordtoadtolandingpagetosale.Doesitallmake
sense?
• Collectdata–Whyspendmoneyonfindingnewleadswhenyoucanremarkettoalreadywarmleads?
• Runtests–Noaccount,adorlandingpageisperfect,therearealwaysteststoberun.Agoodconversionrateis
betterthantheoneyouhavenow.
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Any Questions?

20. Thank you
Matthew Read, Jellyfish Publishing
01737 749689
matthew.read@jellyfishpublishing.co.uk
JellyfishPublishing
@JFPublishing