13. +19%YoY revenue growth in
Non Branded PPC
6%YoY improvement in ROI
29%YoY improvement in non-branded QS
(Now a 8,9)
Case study
14. So how do you achieve this? Tip 1: A centralized
approach with a local touch.
15. Tip 2: Structure for growing fast.
Insights:
1. Always add categories in
English
2. Take all platforms into
account
3. Use automation to copy
changes immediately to all
relevant countries
16. “
”
‘’We’re talking tiny inlets, sweeping bays and sandy
coves, all lapped by turquoise waters talking tiny inlets,
Tip 3: Use your unique content, as ad copy.
19. I mostly use rules as alerts.
If the impression share
of a keyword / product
group is more than 95%
and my bid is more than
€5. I want to receive an
alert.
22. We’ve built a script that excludes for us, but on your
conditions!
GDN campaign
name
GDN campaign
name is not Click threshold
CPA
threshold
Impressions
threshold
CTR
threshold
low
CTR
threshold
high Don't exclude
GDN 15 75 3000 0.05 20.00 youtube
Link to script!
23. -3 hours
Management time per week on these
campaigns
+33%MoM improvement in ROI
+23%MoM improvement in conversion rate
24. If you cannot fix it yourself, a paid solution is
probably already out there!
27. Is your account ready for automated bidding?
Account factors:
● Maturity
● Complexity
● Thresholds
Business factors:
● Cost / Benefit
● Current man hours
● Cost of missing out
28. Where are you on the automated bidding roadmap?
Manual Bidding1
Semi Automated2
Engine autobidding3
Cross-engine
autobidding
4
PPC bidding maturity
29. Moving to phase 2!
Semi Automated2Manual Bidding1
● Map your process
● If this then that
● Create a safe test environment
30. Moving to phase 3!
Engine autobidding3Semi Automated2
● Select an account with enough data
(not your most important)
● Make sure that you have steady
performance
● And a steady performance target
31. & to phase 4!
Cross engine
autobidding
4Engine autobidding3
● Create cost / benefit analysis of third
party tools
● Determine tool (& provider)