Strategies For PPC Success

Adherence Digital
Strategies For PPC Success
Pay Per Click Specialists
Peter Stannett
peter@adherencedigital.com
uk.linkedin.com/in/peterstannett/
@adhdigital
www.adherencedigital.com

Who am I?Pay Per Click Specialist(s)
Peter Stannett
@adhdigital

Peter Stannett
@adhdigital
£4 
Billion
https://econsultancy.com/blog/10004-uk-paid-search-market-worth-more-than-4bn-new-report

PPC Building Blocks
Peter Stannett
@adhdigital
Keywords
Group keywords by theme. Red shoes belong with 
red shoes, not purple headscarves. Set each group of  
keywords out ready for Adgroup creation
Adverts
Experiment with diﬀerent types of messaging 
A/B split tests are a good way of ﬁnding winners
Adgroups Group these together by theme. You can get creative 
with match type segmentation later

PPC Building Blocks
Peter Stannett
@adhdigital
Campaigns
Don’t be afraid to create more campaigns. They are 
your friend. Find a naming convention that helps you 
to identify campaigns easily
Campaign Example:
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [E]
Adgroup Example:
Brand - Adherence Digital - Core - [E]

PPC Essentials
Peter Stannett
@adhdigital
Brand
Almost without exception, bid on your brand as 
well as misspells
Budgets
Always a difficult area. Like gambling, start by bidding  
only what you can afford to lose. Test thoroughly and  
then increase budgets when the data tells a good story
Targeting
Where do your customers come from? Think  
geographically, time they visit your site, languages,  
interests & more. Get as much information as you can  
and refine how you target

Match Types
Peter Stannett
@adhdigital
Exact [red shoes]
Broad red shoes
Phrase “red shoes”
Broad Match  
Modiﬁed
+red +shoes
“red shoes”
“buy mens formal shoes”
“red shoes for women”
“buy red shoes for kids”

Match Types Matter
Peter Stannett
@adhdigital
Quality Score
Impact on the advert and the searcher
Targeting
Cost per Clicks

Negatives
Peter Stannett
@adhdigital
Negative Keywords - your secret weapon
Control what search terms your keywords appear for
Applicable at adgroup, campaign or as a shared list across campaigns
For consistency and speed, add common negatives to a Master List
Run Search Query Reports regularly to ﬁnd keywords to add both as negative  
and as positive - create new Adgroups/Campaigns as necessary

An Example
Peter Stannett
@adhdigital
Campaign
Adgroups
Brand - Adherence Digital - [BM]
|REG - UK| |SN - Google| |LAN - English| - Brand - Adherence Digital - [BM]
Brand - Adherence Digital Misspells - [BM]
Brand - Adherence Agency- [BM]
Adherence Digital
Adherance Digital 
Adherense Didgitool
Adherence Agency 
Adherence Digital Agency 
Digital Agency Adherence

Rock Solid
Peter Stannett
@adhdigital
Make the basics as solid as possible
Use tracking packages such as Google Analytics
Understand the story the data tells you
Keep track of your changes - and test

Tactics
Peter Stannett
@adhdigital
Ad-scheduling
Rules
Geographic Targeting
Different bid types - CPC/CPA/Flexible
Re-marketing Lists for Search Ads
Adwords Scripts

Example Scenario 1
Peter Stannett
@adhdigital
Trafﬁc hitting the site at 3am but no conversions
You could set up RLSA campaigns to capture secondary searches at a  
cheaper Cost Per Click
You could try ad-scheduling and down-weight your keyword 
bid for this period - up to 100%, eﬀectively pausing the keyword
You could use an Adwords Script to pause the advert at this time
In conjunction with this you could use Search Funnels/Attribution to  
identify if the keywords drive conversions through other searches

Example Scenario 2
Peter Stannett
@adhdigital
High CPA - low daily budgets
Down-weight “seeding” campaigns - up-weight RLSA campaigns
Diﬀerent advert messaging - landing page issues?
CPA bidding technique - dependant on enough conversions
Analyse traﬃc - what is it doing? Bouncing? Irrelevant searches?

Peter Stannett
@adhdigital
£4 
BillionAt a cost acceptable to your business

Wrap Up
Peter Stannett
@adhdigital
Ensure the basics are solid
Understand the story the data is telling you
Use Google Analytics + Adwords data 
to inform you on your audience’s behaviour
Implement more advanced techniques to address 
issues - be sure to understand the before and after
Test

Thank You For Your Time!
Peter Stannett
@adhdigital
Feel free to contact me on the details below.
Landing page optimisation/testing
PPC/Digital strategy
New account/campaign setups
Existing PPC account audits
Split testing
Analytics
SEO

Peter Stannett
@adhdigital
Links
Ad scheduling: 
https://support.google.com/adwords/answer/2404244?hl=en-GB 
Re-marketing 
https://support.google.com/adwords/answer/1752338
Match Types 
https://support.google.com/adwords/answer/2497836?hl=en-GB
Automated Rules 

Peter Stannett
@adhdigital
Links
Bid adjustments 
Geographic Targeting 
Bid types:  
Adwords Scripts 

Strategies For PPC Success

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