Slides from the workshop with Vale4Business on 20th September 2017. How do you nail PPC in 20 minutes a week and 7 easy steps?

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@JayneReddyhoff
Jayne Reddyhoff – Zanzi Digital

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Do it properly
• Really understand your audience
• Pay attention to detail
• Work smart!
• Follow a process

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Do it properly: understand your
audience
Buying
Intent
Perfect Ad
Copy
Perfect
Landing Page

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• Usually more than 30 changes to AdWords every year
• Competitor actions
• Market changes
• More data, better analysis
• External Factors e.g. the weather!
• Seasonal/special event variations
Do it properly: pay attention

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Do it properly: work smart
• Follow the 80:20 rule - pareto principle
• Make high impact changes first
• Work on high traffic campaigns first
• Know when to stop!

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Do it properly: follow a process
• Budget and bid prices
• Keywords
• Ad optimisation
• Campaign relevance Quality score
• Check goals, URLs, links, etc
• Review campaign settings
• Analysis, reporting and planning

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Budget
and Bid Prices
Check spending at account,
campaign, & Ad group level
Raise bids on good keywords;
lower bids on poor keywords

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Pause poorly performing keywords
Add promising looking keywords to your account from search query report.
Add negative keywords that aren’t relevant to the account / campaign

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Exercise – negative keywords

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Ad Optimisation
Throw out your worst 2 ads
Replace with 2 new ones

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Only compare ads when
there is enough data
Ad Optimisation

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Keep the better performing Ad, and
optimise the other to beat it.
Change one variable at a time (title,
display URL, Ad copy, destination URL...)
OPTIMISATION

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Ad Groups
- Once keywords have been added, see if any
existing groups can be divided up into new groups,
or even new campaigns
- Split-up your biggest, most bloated Ad group
into smaller more targeted groups.
Improve Campaign Relevance /
Quality Scores

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Improve Campaign Relevance /
Quality Scores
Landing Pages
•Are you using the best possible landing page?
•Check landing page copy. It can affect quality score.
•Monitor landing page split tests

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Check Goals, Landing page URLs,
Links
Useful if conversions are tailing off
• Have landing page URLS
changed?
• Have thank you page
URLS changed?

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Review Campaign Settings
•Do network, device, day-parting and other campaign
settings reflect current account
objectives?
•Are they optimal for account
performance?

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Analysis, reporting, plan next month
•Report on agreed
metrics against
performance targets
•Agree objectives for
next month

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Questions

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Email: Jayne@Zanzidigital.co.uk | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk
Thank you
Jayne Reddyhoff
Managing Director
Zanzi Digital
Zanzi Digital Ltd
7a Hithercroft Court
Lupton Road
Wallingford OX10 9BT
T: 01865 595260

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Free 30 minute
assessment
First come, first served!
01865 595 260
Here’s what you’ll get:
• an objective look at your AdWords account, where it’s doing well and where it could do better
• practical advice on how to measure your return on investment
• at least 3 actions you can take immediately to get more visitors