12. The best customer service
We were awarded best customer satisfaction
By google at the 2016 EMEA Awards
13. ■ Search Innovation
■ Display Innovation (Top 3)
■ Mobile Innovation (Won)
■ Shopping Innovation
■ Growing Business Online (Top 3)
We Were Nominated For
5 Google EMEA Awards In 2017
14. We beat all the worldwide Google agencies to be named
Global Mobile
From over 1000 agencies in europe middle east and africa we are:
■ Google’s winner of best agency for mobile innovation
■ Google’s best agency for customer satisfaction
■ Google’s top 3 agency for display innovation
■ Google’s top 3 agency for growing business online
Innovation Award
Winners
15. ■ Search Innovation
■ Display Innovation
■ Shopping Innovation
■ Growing Business Online
We Are Nominated For
4 Google EMEA Awards This Year
21. Push Analyser
The push analyser puts together reports that would take us 3-4 hours to put together manually. It
saves time analysing and leaves us with more time to actually do work on your account.
25. We Can Help Your Business Grow
Through Multiple Channels
26. Our Agenda
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities
27. ■ Structure
■ Budget, Bids and Impression Share
■ Keywords and Matching (including Negatives)
■ Ad Copy
■ Ad Extensions
■ Mobile & Tablet Performance
■ Quality Score
■ Conversions
■ Remarketing
■ Video
■ Other Opportunities
■ Summary
PPC Audit
28. Strategy & Structure
▪ We have analysed your account from 1 June 2018 to 30 Sept 2018
▪ The budget spent was : £ 31,244.23
29. ▪ Campaigns have been separated by search, shopping and display
remarketing by brand, other branded products and different models
of products.
▪ Different bidding strategies have been implemented within different
campaigns.
Strategy & Structure
30. ▪ Account overview - With almost similar conversions we can see
that your CPA has increased while ROAS has dropped significantly
over time.
Strategy & Structure
31. Shopping Strategy & Structure
▪ Currently products have been separated into few campaigns and
ad groups.
32. ▪ You’re getting great ROAS on some products but you should allocate
separate budget, or even separate campaigns to focus on best sellers.
Shopping Strategy & Structure
33. ▪ Within the campaigns the budget is dominated by a few products which
restricts other product’s opportunity to spend
Shopping Strategy & Structure
34. ▪ Due to which various products are not getting enough opportunity to get
clicked or even get displayed.
Shopping Strategy & Structure
35. Shopping Strategy & Structure
▪ Various products are disapproved due to different reasons.
36.
37. Break Campaigns Down Into Groups
▪ To give us more
control over what
we show for.
▪ Help to allocate
budget effectively.
All Products
Product
Group 1
Brand 1
Brand 2
Brand 3
Product
Group 2
Brand 4
Brand 5
Brand 6
39. Bid on each item to maximise
performance
All Products (Bid A)
Campaign 1 (Bid B)
Campaign 2 (Bid B)
Campaign 3 (Bid B)
Campaign 4 (Bid B)
▪ We drive down the average CPA with this practice.
40. Query Sculpting
▪ Query Sculpting is not being used on this account. Currently for any
given product, Google allows the product to be triggered by a
number of keywords.
41. Goal Optimised Shopping
▪ Uses machine learning & historical account data to optimise against
ROAS target
42. Case Study
Refrigeration Spare Parts (B2C)
■ Reporting on PPC Data only
Year CPA Difference
Nov 17 £6.57
Dec 17 £5.82 -11%
Jan 18 £4.55 - 21%
Search ✔️ Shopping Display Re-marketing ✔️
Bing Ads ✔️ YouTube Overlay Marketplaces
43. Case Study
Online Coffee (B2C)
■ Reporting on PPC data only
Month CPA Change in £
Aug 2016 £35.82 -
Aug 2017 £8.07 -£27.75
Aug 2018 £7.23 -£0.84
Search ✔️ Shopping ✔️ Display Re-marketing ✔️
Bing Ads YouTube ✔️ Overlay Marketplaces
44. ▪ Keywords have been separated into different
campaigns and ad groups.
Search Strategy & Structure
46. ▪ Within campaigns the spend is being dominated by few ad groups that are
not necessarily your best converting.
Search Strategy & Structure
47. Search Strategy & Structure
▪ This means CPA on some campaigns will increase
48. Search Strategy & Structure
▪ Within different ad groups various keywords are lacking due to low bidding
or low quality score.
49. Search Strategy & Structure
▪ Keywords within ad groups do not relate closely enough to the
adverts.
50. ▪ Language settings are on English on some campaigns instead should be
on all languages.
Search Strategy & Structure
51. Budgets & Bids
▪ We are able to see search trends for keywords in any country at any time and can
use this to help you plan your budget and spend for the year.
52. Budgets & Bids
▪ Some campaigns are limited by budget and bids.
▪ Average positions need to be between 1-3 and are currently 2.8
▪ Bidding is automated and manual in some campaigns, also some are running on
Target CPA and ROAS bidding strategy.
53. We continuously develop
our own scripts
Our intelligent scripts can assist with the following:
▪ Budget caps ensure you don’t overspend
▪ Bid management scripts can hold you in positions.
▪ 404 error script will inform us if any pages go down and can pause ads
▪ Query token reports highlights words regularly appearing in your SQR.
54. Hourly Performance Report
▪ Our scripts can get round Google limitations and allow bidding per hour, every
hour, 7 days a week.
55. Geographical Targeting
▪ We can also bid separately for cities and locations where you convert better and
even create separate campaigns for them.
56. Demographic Bidding
▪ By identifying specific demographics we can focus spend on top converting
profiles.
57. In-market audiences for search
▪ In-market audiences are now available for search. They identify lists of people
based on their behaviour.
58. Impression Share
▪ We would always aim to have a percentage of 80% or above.
▪ Your impression share was 32.10%
59. Sizes of our accounts
▪ When managing large accounts with lots of products you need the right tools and
software as it’s difficult to manage these things manually.
60. Global expansion
▪ Lots of our customers operate globally and have expanded into new territories
working with us.
61. Keywords
Keyword Match Type No. Of Keywords
Old Style Broad Match 40
Modified Broad Match 139
Phrase Match 301
Exact Match 378
Total 858
62. Keywords
▪ The Push analyser allows us to look at the match type performance and make
decisions based on the conversion data.
▪ The old style broad keywords are being used which create a great deal of wastage.
▪ An even mix of keywords should be employed with all match types added.
67. Negatives
▪ It’s crucial to continually add negatives to your campaign otherwise your
budget will be spent on irrelevant keywords.
▪ There are 1,062 negatives in place
▪ Shopping campaigns will always generate some irrelevant terms so we check
on a regular basis
68.
69. Non converting high cost keywords
▪ The Push Analyser can show us all searches that have not led to a conversion
in the last 30 days.
70. Ad Copy
▪ Ads are not being split test across all campaigns and rotation settings are not set to
rotate ads evenly.
▪ To improve optimisation, the lesser performing ads should be paused and a newer ad
created based on the best performing ad
71. Ad Copy
▪ Your ads can be made larger as Google have introduced an extra headline and
description line to their ads.
73. Ad copy analysis simplified
with Push analyser
▪ The push analyser can be used to show us when there is a difference
between the click through rates of ads.
84. Quality Scores
▪ The quality score measures, how well visitors search terms match up to your adverts and onto
your contents website.
▪ Good quality scores can be rewarded with cheaper costs per click.
▪ The Push analyser tool can be used to show keywords with quality scores below 5. The account
quality score averages at 6.30
85. Conversion
▪ The most important measure for any campaign is looking at the number of leads/sales coming through and at
what cost.
▪ Conversion tracking is set up and is recording sales through website and analytics, calls from ads and all website
data.
▪ You have included all the transactions within conversions which might lead to duplicacy of data.
86.
87. Intelligent conversion reports
▪ The push analyser show us the exact phrases that lead to the conversions and we can add them as keywords to
the relevant campaigns.
92. Remarketing
▪ Conservative targeting dilutes your list of visitors who have been to your site and could show to customers not in
market for your products.
93. Remarketing
▪ The audience list has been created based on different website visitors, this can be improved to retarget more
specific audiences.
103. Summary – What’s next
▪ Shopping campaigns will always need a structure if you want to have control over how your budget is spent and
want to drive more sales from products with the best ROAS.
▪ Techniques such as high and low bid campaigns and query sculpting are not being used.
▪ More intelligent bidding techniques should be tested such as bidding by time of day, demographic, location, in
market audiences and target ROAS.
▪ Ad copy should be tested with ads being rotated evenly so it’s a fair split test.
▪ Promotion extensions should be set up
▪ There should be a mobile and tablet bidding strategy
▪ We would recommend using E-commerce analytics tracking for sales for accuracy.
▪ Remarketing should be tested again with the correct settings and different relevant audience lists.
▪ Smart Display campaigns can be tested.
