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Innovation & Insights to Paid Search

October 20th 2016

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Tom Sangers @thomassangers

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A little about me... - Head of search at Evosite - Google Certified Partner - Digital marketing expert

Insight | Innovation | Creative | Journey

Digital landscape

UK media advertising spend

The value of digital Digital is over £3bn bigger then the next biggest medium

“The UK will this year become the first year country in the world where half of all advertising spend goes on digital media”

Source Internet Advertising Bureau

Search is worth £3.77 billion

What problem are we solving?

Delivering a greater return from Adwords

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Know your objectives and how you measure

- 01 CPA (Cost per Acquisition)

- 02 ROI (Return on Investment)

- 03 ROAS (Return on Ad Spend)

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Know your objectives and how you measure

- 01 First Click

- 02 Last Click

- 03 Attribution Modelling

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Last Click First Click Attribution

The path to conversion Paid search first click

6,961

Paid searchlast click

5,354

“Quality Score is a way of

life”Ad rank =

Max CPC x Quality Score

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Factors of Quality Score

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CTR (click through rate)

#1

Factors of Quality Score

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Keyword match types

#2

Factors of Quality Score

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Match typesBroad Match: Devon Holiday Cottages

Modified Broad: +Devon +holiday +cottages

Phrase: “Holiday cottages in Devon”

Exact: [Devon holiday cottages]

More Volume

More Control

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Negative Keywords

#3

Factors of Quality Score Factors of Quality Score

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Look out for

- 01 Recruitment / Jobs

- 02 Weather / Maps

- 03 Incorrect location searches i.e countries, counties, cities….

- 04 Non related product or service searches

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Keyword relevance

#4

Factors of Quality Score

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Text ad relevance

#5

Factors of Quality Score

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Landing page quality

#6

Factors of Quality Score

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Impression Share

#7

Factors of Quality Score

Segments and Dimensions

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Time and date

#1

Segments and Dimensions

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Search Networks

#2

Segments and Dimensions

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Geographic Location

#3

Segments and Dimensions

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Mobile / Tablet

#4

Segments and Dimensions

Tablet: CPA £91

Mobile: CPA £75

Desktop: CPA £34

Conversions by device

PPC best practices

Mobile bid adjustment Use of ad extensions

Multiple test ads running Network targeting

Location targeting Negative keywords

Innovation in Paid Search

Customer Match

Remarketing for search

Bringing it all together

If we can improve you QS by 1 point.

Estimated saving £££

QS CPCThis will bring down

your CPC x %

ROI More for less

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Final thoughts

- 01 Know your objectives and how you measure

- 02 know your website and your customers

- 03 Have control of the where, what, why, who

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Tom Sangers @thomassangers tom@evosite.co.uk

Thank you for your time

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