My workshop presentation from the Optix Solutions Digital Marketing Trends of 2017 Seminar.

1. PPC Tactics for 2017

2. About Me
Head of Digital Marketing @ Optix
10 years experience in Digital Marketing
Google AdWords certified
Optix are Google Partners
#letstalkdigital

3. About You
How much do you know?
PPC? CTR? CPA? Quality Score?
#letstalkdigital

4. #letstalkdigital

5. #letstalkdigital
Putting the right message in front of
the right people at the right time

6. How To
Reach exactly the right audience
Track what’s actually working
Get 40% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

7. Everything can be found at: www.thomashaynes.co.uk/ppc-2017
#letstalkdigital

8. How To
Reach exactly the right audience
Track what’s actually working
Get 44% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

9. #letstalkdigital

10. Baby Banks 2.0 born 19th October 2016
Target Al with an advert
How to target Alastair without wasting budget?
#letstalkdigital

11. #letstalkdigital

12. 34 year old men in Exeter who are married and have children
And own their home and two cars,
And have a pet dog
And use an iPhone
And are interested in marketing, entrepreneurship, skiing, rugby
and wine.
And like Danny Dyer, Top Gear and Megan Fox,
And studied Computer Science and work at Optix Solutions.
#letstalkdigital

13. #letstalkdigital

14. “Your audience is too specific for your ads to be shown. Try
making it broader.”
#letstalkdigital

15. Facebook wont show your Ad if your audience is too small
Back to the drawing board
#letstalkdigital

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21. How To
Reach exactly the right audience
Track what’s actually working
Get 40% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

22. Do you know the ROI of your PPC spend?
Which Landing Pages have the highest Conversion Rate?
Which Ads drive the most enquiries/sales?
#letstalkdigital

23. #letstalkdigital
Good news:
All of this data is already in your Google Analytics account
(if you’ve set it up correctly)

24. All you need to do is set up a Custom Dashboard to show you
the data in a meaningful way
#letstalkdigital

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29. PPC (AdWords) E-commerce Overview Dashboard
http://bit.ly/2kjcsts
PPC (AdWords) Conversion Overview Dashboard
http://bit.ly/2kjj6jg
#letstalkdigital

30. How To
Reach exactly the right audience
Track what’s actually working
Get 40% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

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34. Is your site suitable for mobile traffic?
https://testmysite.thinkwithgoogle.com/
40% of users abandon a site which takes over 3 seconds to load
(source)
#letstalkdigital

35. #letstalkdigital

36. Create a mobile Search Campaign:
http://bit.ly/2jTa1kK
Set your Device Bid Adjustment to -100% for Computers
Remember: mobile users are impatient and easily distracted
#letstalkdigital

37. How To
Reach exactly the right audience
Track what’s actually working
Get 40% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

38. You can boost content beyond your normal audience on all the
main Social Networks
In 2017 we’re recommending PPC as part of all Content
Marketing Campaigns
#letstalkdigital

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43. Simply boosting content isn’t necessarily enough to get 10x the
reach
It certainly won’t ensure you get 10x the engagement
#letstalkdigital

44. 1% of people will engage with your worst content
30% of people will engage with your best content
#letstalkdigital

45. #letstalkdigital
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Reach
Time
Worst Best

46. #letstalkdigital
Cost: £25 + £40 = £65
84,236 people reached
2,598 engagements
£1 = 1,300 people reached
30% engagement rate
500 extra page likes

47. How To
Reach exactly the right audience
Track what’s actually working
Get 40% more clicks on your Ads
Get 10x more reach for your content
Stop wasting 25% of your AdWords budget
#letstalkdigital

48. The average small business wastes 25% of their AdWords
budget (source)
B2B companies lose 157 leads
E-commerce companies lose 569 product sales
#letstalkdigital

49. #letstalkdigital

50. A day spent optimising your AdWords account (plus a few hours
per week maintenance)
=
25% more leads/sales
#letstalkdigital

51. Your AdWords account is a mess
The right landing page, for the right ad, for the right keyword
#letstalkdigital

52. Keywords
• Shoes
• Trainers
• Flip Flops
Ads
• Buy
Trainers
• Buy Shoes
Landing Page
• All Flip
Flops
• All Shoes
#letstalkdigital

53. Keywords
• Shoes
• Trainers
• Flip Flops
Ads
• Buy
Trainers
• Buy Shoes
Landing Page
• All Flip
Flops
• All Shoes
#letstalkdigital

54. Relevant Ads = higher Click Through Rate = higher Quality Score
= cheaper Cost Per Click
Relevant Landing Page = higher Conversion Rate
#letstalkdigital

55. Keywords
• Shoes
• Trainers
• Flip Flops
Ads
• Buy
Trainers
• Buy Shoes
Landing Page
• All Flip
Flops
• All Shoes
#letstalkdigital

56. Separate out your Keywords and Ads into thematic Ad Groups
http://bit.ly/2j4UBFk
#letstalkdigital

57. One topic/offering/product type per Ad Group
Only use Keywords matching this topic (5 – 10)
Ensure all Ad copy reflects the Keyword
#letstalkdigital

58. Any Questions?

59. www.thomashaynes.co.uk/ppc-2017