Kate Sanger, head of communications, Jo's Cervical Cancer Trust and Justin Deaville, managing director, Receptional Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Harnessing the power of Google
AdWords
Kate Sanger
Head of Communications, Jo’s Cervical Cancer Trust
Justin Deaville
Managing director, Receptional

2. 2015
0.77 million users
1.2 million sessions
2016
1.8 million users
2.1 million sessions
2017 (Jan-September)
1.8 million users
2.1 million sessions

3. Successes
• Close to hitting budget by
midday most days
• High organic traffic
• Subject matter naturally
leads people to us
Losses
• Missing out on traffic
• Low impression share with
over 87.67% of relevant
searches were being missed
• High cost per click
• Very general ads
• Competing ads
• Limited negative key words
• Limited conversions
• High bounce rate and low
quality traffic

4. We set a goal
How to get there?
Nov 2015 Receptional did an audit of our account
Jan 2016 Went live with restructured account
April 2016 Applied for Grant Pro
May 2016 Gained Pro status

5. Impact
2017 vs. 2016 (January – September)
• Clicks +58.83%
• Impressions +17.23%
• CTR +35.48%
• Conversions +98.51%
Increase in high quality traffic with more users clicking on our ads converting

6. What’s the magic answer?

7. 1
Test and
test again
2
Don’t use
in isolation
3
Conversions
4
Plan your time
And repeat
5
Communicate
the value
6
Inspiration
and support
What’s the magic answer?

8. Final thought

9. Thank you and good luck!
kate@jostrust.org.uk

10. 5 Practical
AdWords
Takeaways

11. Our Clients

12. Recent awards
Best SEO TeamBest website redesign Best Small PPC Agency

13. £1,403,217 Savings
349,485+ Clicks
£1,664,013 Revenue

14. Agenda: 5 Practical AdWords Takeaways
1 Improve Your Exposure
2 Keywords
3 Click Through Rate
4 Ad Extensions
5 Full Value of Mobile
Remarketing

15. 1. Improve your exposure

17. 50%
10%
40%
What’s your Impression Share?
Impression share
lost to budget
Impression share
lost to rank
Impression Share

18. Takeaways
 Is Impression Share 100%? If Not, You’re Missing Out!
 Lost To Rank -> Keep Watching This Presentation

19. 2. Keywords

21. Keyword Match Types

22. Advanced Funnelling
Profitable keywords are
funnelled from
expensive BMM to
cheaper Exact Match.
Exact Match Ads are
cheaper and more
relevant

23. Still using Broad &
Phrase Match?

24. Negative Keywords

25. Oops …

26. Takeaways
 Check: Are You Using Keyword Funnelling?
 Remove All Phrase & Broad Match Keywords
 Are You Frequently Adding Negative Keywords?

27. 3. Click Through Rate

28. Search CTR

29. 1 Use Expanded Text Ads
Standard Format
Expanded Text Ad

30. 2 Test Ad Copy Regularly
A
B
vs

31. Takeaways
 Check: Are You Testing Ad Copy?
 Check: Is Your Account CTR At Least 2%?

32. 4. Ad Extensions

33. Ad Extensions

34. Why Use Ad Extensions?
Better
Visibility
Better Qualified
Customers
Better Return on
Investment (ROI)

35. Sitelink Extensions
1
2
Direct customers to your most relevant page
Sitelinks can increase clicks by 10-20%

36. Location Extensions
1
2
3
Show your location to attract
customers into your store
Can be served on Google Maps
An average uplift of 10%

37. Call Extensions
1
2
70% of mobile searchers have used the call button
Call extensions increase clicks by 8%

38. Takeaways
 Extensions add a 10-15% uplift in CTR.
 Check: Are You Using The Full Range of Ad Extensions?

39. 5. Full Value of
Mobile

40. Nomophobia
noun
A fear of being without
mobile device, power
source, or service area
66% of the population suffers from Nomophobia

41. 20132010
Proportion of Google searches on mobiles
2015

42. Search Volume by Hour
12am 4am 8am 12pm 4pm 8pm 12am
Mobile
Desktop/Tablet
SearchVolume

43. User journeys are increasingly fragmented

44. How did you make your last meal?

45. How did you make your last meal?

46. Full Value of Mobile
Online
sales
Cross-
device
Phone
Calls
App
Installs
Store
Visits
What is the Full Value of Mobile?

47. Improve mobile user experience
Use mobile bid modifiers

48. Yuck, an equation
( )Mobile
Conversion
Rate
Desktop
Conversion
Rate÷ - 1 = Mobile bid
adjustment

49. Takeaways
 Check: Are You Measuring The Full Value of Mobile?
 Check: Are You Using The Right Bid Modifiers?

50. Justin@Receptional.com

51. Justin Deaville
Managing Director
E: justin@receptional.com
T: 01525 715 520
Any Questions?

52. Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

53. Digital tools and channels: make
the most of your digital presence
Sponsored by
19 October 2017
London
#charitydigital