The_Advanced_Guide_To_PPC_Account_Optimisation

Informations

• Publié par: seorumer
• Publié le: 14 avril 2015
• Nombre de lectures: 2
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Table of content 03 Introduction

04 Chapter 1 – goals And KPIs

05 Chapter 2 – A/B ads testing

07 Chapter 3 – Bid management

12 Chapter 4 – Search query reports

14 Chapter 5 – Search filters

16 Chapter 6 – Optimising campaign settings

19 Chapter 7 – Account expansion

21 Chapter 8 – Quality score optimisation

29 Chapter 9 – Monthly reporting

31 Chapter 10 – Competitor research

33 Chapter 11 – Analytic's and search funnel reports

36 Chapter 12 – Conversion rate optimisation

Introduction Account optimisation is fundamental for maximising the return on investment of your PPC Campaigns. If you're serious about growing your profits from PPC then this guide is for you.

We will be covering several topics from A/B testing and pivot tables to dayparting and conversion rate optimisation. All of this will be covered at an advanced level to help squeeze even more out of the best performing campaigns.

Here is just some of what you will learn: ● Learn how to find your optimal ads position and create bidding rules to keep you there.

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Learn advanced tips to maximise your quality score and drive down your costs.

Learn advanced tips to maximising your conversion rate and lower you cost per conversion.

Learn strategies that work in the real world, not just theoretically.

About the author

Wesley Parker is the managing director of TopRankdigital. He first started working with PPC when he founded his first business 5 years ago back in 2009. Since then he has sold his first business selling iPhone cases and and is now dedicated to growing other businesses through digital marketing.

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Chapter 1: Goals and KPI Goals and KPI strategy Creating an optimisation strategy Setting clear goals You now need to look at the various factors that Accounts that have clear set goals significantly influence your goal and create a strategy for improving outperform accounts that don't or accounts where gaols them. I need to stress here you must to focus on the change regularly. Setting goals is fundamental as it tasks that will make the most significant improvement to allows you to create a bespoke strategy which is in line your account. with your business needs.

Once you have set your goals (e.g. Lower cost per conversion from £7.50 to £4.50) then you will have to choose KPI (Key Performance Indicators) to track your progress. For example if your goal was tolower your cost per conversionyou should use the following KPI's:

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Cost per conversion(To measure your overall success).

Conversion rate(By improving your conversion rate you will lower your cost per conversion).

Cost per click(By lowering your cost per click you will reduce your cost per conversion).

Quality score(By improving your quality score you will pay significantly less per click).

You need to look at each KPI individually and create an actionable list tailored to your goal. For example lets look atlowering your cost per conversion. Here is an actionable list for improvingconversion rate(the second KPI).

To improveconversion rateyou should:

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Block irrelevant searches with negative keywords.

Pre-quality prospects with your adverts.

Improve on-site conversion rates.

Send prospects to the most relevant landing pages.

Ensure your deals are better than competitors.

Appear at the optimal keyword position.

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Chapter 2: A/B testing A/B testing: What to test

Why you should A/B test your adverts Testing is a fundamental pillar for campaign optimisation. By running several adverts side by side you can see which adverts perform the best and then run these in your campaigns. This will in turn increase your click through rate and quality score and therefore lower your cost per conversion.

Create new adverts if your ads are not performing

If your adverts are way behind your KPI targets then you should create brand new adverts. By rewriting your complete advert you can achieve significant improvements.

Make minor adjustments to successful adverts

If your adverts are already successful and are only just behind your goals then only make minor adjustments. Even with minor adjustments you can still make significant performance improvements by changing just one or two words.

What to test:

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Different display URL's (remove www).

Swap the first and second line over.

Pre-qualify traffic if conversion rate is low.

Test dynamic keyword insertions.

Test different calls to actions.

Test different variations of words.

Test different landing pages.

Try adding numbers and statistics.

Test capitalising the first letter of every word.

Try adding different ads extensions.

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Chapter 2: A/B testing A/B testing introduction

How long should you test For?

A/B testing is an ongoing process that needs to be carried out continually. Each one of your ads groups should have at least two adverts in at all time. To ensure that your adverts are being displayed evenly go to campaign settings and selectads rotation>rotate indefinitely.

To decide if you have a clear winner for one of your tests you should use splittester.com. All you have to do is enter the number of clicks and CTR of the two ads you are testing and the tool will calculate the confidence with which one ad is better than the other. Once you have a confidence of 99%, choose the winner and run that advert. However if you don't yet have a confidence of 99% or if there was not a big difference in CTR you should run the test for longer, until you get enough clicks to get a statistically significant result.

Remembering your split tests

To see what you have already split tested simply scroll up and click on “view change history,” and this will show you all the changes that you made to that ad group.

A/B test site links

Split testing ads extensions is something that is generally overlooked, but can make a significant difference to your ROI. You should always keep your site links relevant to your ads copy and link to pages that will be both useful and relevant. Although four site links will be displayed I would recommend adding at least eight to each ads group and testing different pages and link text. Make sure to go to your ads ''extensions tab'' and review your data and only keep the best four performing site links.

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Chapter 3: Bid management Bid management

Testing different advert positions

Position 1 will get you the most traffic but position 2-4 generally provide the best return on investment. However the way to find the best performing position is by using pivot tables or keyword position data from Google Analytics.

If your adverts are below position optimal you should look to increase your bids and if your adverts are above your optimal position you should decrease your bids. pages 8 and 33 of this guide will show you how to find your optimal position.

How to optimise bidding for your goals

If your cost per conversion is too high you should look to lower your bids and similarly if your cost per conversion is lower than your goal you should look to increase your bids to generate more conversions.

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Relocate budget to your best performing ads groups and campaigns

Once you have found out which ads groups and campaigns provide the best return on investment it is a smart idea to start redistributing more of your budget to them.

Bidding method

Manual CPC is generally the best bidding method to use. However once you have occurred 15 conversion you may want to test out CPA bidding. This is where Google will automate your bidding to aim for a set cost per conversion. This is a smart way to keep a tight hold on your budget however you should test it against CPC as it may not yield as higher return on investment.

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Chapter 3: Bid management Pivot tables

Pivot tables and bid management The number one spot will get you the most traffic but which spot will get you the highest ROAS (return on ads spend)? Pivot tables allow you to identify the most profitable position which you can then optimise your bids to appear for.

Creating a pivot table

If you haven't created a pivot table before, it is a relatively simple process. Here is a step by step video showing you exactly how to create the pivot table which will allow you to identify the most profitable keyword position -http://bit.ly/1jsrqvg.Once you have identified the most profitable position you now need to increase or decrease your bids so your adverts will appear at that position and monitor your cost per conversion to ensure it is decreasing.

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Pivot table analysis

There are several other uses of pivot tables, such as finding your accounts average quality score and analysing day parting data. There is a full list of 10 great ways to use pivot over at PPC Hero. Here is just a couple have found useful in the past:

Measuring ROAS

Pivot tables are a great way to effectively measure the return on investment of lead generation. By comparing the data for the campaigns and leads on one spreadsheet, with further columns for the number of closed leads and the revenue generated you can quickly calculate the return on investment of your lead generation campaigns.

Search partner performance

Google does not total up the performance of search partners making it difficult to determine if your adverts are profitable or not. By creating a pivot table you will be able to quickly see this data and make a reasoned judgement.

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Chapter 3: Bid management Automated bidding rules

Automated bidding rules

Automated bidding rules allow you to change keywords bids to control the position of your adverts, adjust budgets or schedule budgets for certain days each week, raise keyword bids to ensure they appear on the first page and much more. There are literally hundreds of rules you could create, but here are just a couple of useful rules to get you started.

First page rule

The first page bid rule is useful for keeping your adverts on the first page of google automatically.

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To create this rule go to automate > raise bid to first page CPC.

Set eligibility to below first page bid.

Then finally select frequency and set this to weekly.

This rule will then run weekly and raise any keyword bids to the estimated first page bid.

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Optimal position rule

The most common rule that I use is the optimal position rule. The optimal position rule raises the bids when your ads appear below your optimal position or decreases the bid if your ads appear above your optimal position. To create this rule select 'change maximum CPC bids'.Then create two rules, one that decreases the bids when you are above your optimal position and one that increases the bids when you are below your optimal position.

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To create this rule set the automatic action to increase bids by 5%.

Next go to the requirement then select performance > average Position < optimal position.

Finally set the frequency setting to daily using data from the previous day.

This rule will now run daily and will increase your bids by 5% when your average ads position was below your optimal position on the previous day. Then create a second rule with decreases the bids by 5% when the average position is above optimal.

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Chapter 3: Bid management Bid management software

Who needs bid management software?

If you are managing a large PPC account with hundreds even thousands of ads groups sprawling across several different platforms then bid management software is for you.

Advantages and disadvantages

Advantages:

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Saves you time.

Calculates optimal position and bids for you.

Optimise your account for ROAS.

Works effortlessly for millions of keywords.

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Charged as a percentage of ads spend.

Although companies tell you it will do it does not always pay for itself in net gains.

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Buying bid management software

There are dozens of solutions out there for managing bids from providers such as Kensoo, Marin and Aquisitio to name a few.

When choosing bid management software make sure that you look for a tool with great customer service. Many tools claim to be self services and despite what anyone might tell you no platforms are truly self service. Before you purchase a solution ensure that you understand the algorithms and understand how they will improve your campaigns performance. The world of PPC bid management tools is full of hype and jargon, so It is valuable to understand how easy the tool will be to use and how it will boost your profits.

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Chapter 3: Bid management Automated script

Adwords scripts

Adwords scripts are an extremely powerful way to automated your bidding and account management. They can interact with external sources, create detailed reports, change bids based on your CRM systems data or even the weather.

How to access scripts

To access scripts all you have to do is go to bulk operations down the left hand side and click scripts. Then to create a scripts simply click 'create and manage scripts'. Writing your own scripts is very complex so I would recommend either using ready made scripts or going to a developer to have one developed to your requirements.

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Where to find scripts

The best place to find ready made Adwords scripts is http://www.freeadwordsscripts.com/.However if you need something custom coding then you can go to a script developer and have one made to your specification.

Useful scripts

Out of stock script(Pauses your advert when items are not longer in stock) -http://bit.ly/1mbxhQn.

Performance summary script(Emails you a summary of your accounts performance) – http://bit.ly/1sVcKFr.

Anomaly spotter(This scripts identify anomalies daily and emails you a list) -http://bit.ly/W4Pt90.

Mobile bid modifier(Calculates and sets mobile bid modifiers for campaigns) –http://bit.ly/1kWMxkz.

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