ppc myth busting

Digital Advertising Myth Busting!

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But First, A Bit About Me…• PPC Advertising Executive at The

Tomorrow Lab

• Google Certified Professional:

Google AdWords Fundamentals Google Advanced Search Advertising Google Display Advertising Google Analytics

• Bing Ads Accredited Professional

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Overview1.What is Digital

Advertising?2.What are The Platforms?3.What is Google AdWords?4.What is Bing Ads?5.5 PPC Myths Busted!6.Quick Recap

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What is Digital Advertising?

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• Leveraging online technology to deliver promotional advertisements to consumers:

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Reaching core audiences in new ways and with more precision.

Through the Line advertising:

• Integrated advertising

• Wide reach

• Narrow focus on conversions

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What Are The Platforms?

Digital Advertising: Platform Reach

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3.5 bn searches/

1 bn users &

1/3 internet

621 million unique

searchers in 35

countries

98% of web with

retargeting

Digital Advertising: Platform Reach

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1.65 bn monthly

320 million

monthly users

433 million

members

100 million daily users

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Digital Advertising: A Narrow Focus

• A targeted approach to advertising:

RIGHT MESSAGERIGHT PERSONRIGHT TIMERIGHT PLACE

• Across Devices

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Digital Advertising: Making Other Media Work Harder

Effects on ROI:

Source: marketingland.com/10-reasons-digital-advertising-works-brands-108151#TTLPresents

What is Google AdWords?

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“Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.”

Source: Wordstream.com

What is Google AdWords?

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• Reach: Number 1 website in the UK with 89.9% of the market.

• Relevance: Target specifically the people that are interesting for your business.

• Return On Investment: Control how much to invest.

Benefits of Google AdWords

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What is Bing Ads?

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What is Bing Ads?Bings Ads, brought to you by Microsoft, provide pay per click advertising on both the Bing and Yahoo! search engines offering an additional customer audience to Google and increased diversity, growth and profits for your business.

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Benefits of Bing Ads

• Bing is inside apps, sites and devices including:

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Benefits of Bing Ads

Bing users:

- spend 145% more online than average internet searcher- 44% more online than Google searchers

Bing’s UK audience includes:

- Mid to high income ranges between 35,000 - 50,000 pounds annually

- Mature age groups, especially those 35+

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Bing Ads ImportYou can import from Google AdWords:

• 2.5 million keywords & ads • 2 million negative keywords• 1 million ad group product partitions• 200,000 all other entities

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PPC Myths Busted

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MYTH #1: People Don’t Click On Ads

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In a 2015 Ofcom report on Adults’ media use and attitudes, conducted with over 1,300 respondents:

• Around 1/2 of the adults were unable to recognise ads in Google’s search results.

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Understanding of paid-for results returned by Google searches, among adults who use search engine websites or apps:

These are adverts/sponsored links/ paid to appear here

These are the best/ most relevant results

These are the most popular results used by other people

Don't know

Only stated the correct response

0% 10% 20% 30% 40% 50% 60% 70%

% Response160 newer users & 1100 older users:

• 34% of newer users gave the right answer

• 51% of established users gave the right answer

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• 16.4% growth in UK digital ad spend to £8.6bn

• Average home now owns 8.3 internet devices.

Image Source: Internet Advertising Bureau UK Digital Adspend report, conducted by PwC

MYTH #1: People Don’t Click On AdsIncreases in ownership:

• 27% increase in connected TVs • 21% increase in smartphones• 18% increase in laptops• 16% increase in tablets

Smartphones are the most popular device (2.1 per household) followed by laptops (1.6) & tablets (1.4).

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MYTH #2: Position #1 is the most profitable

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• Profitability in position 1 is case dependant• Great visibility and is great for branding

purposes

• Greater budget is required to sustain it• It may attract searchers weighing up

options

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• Test with confidence

• Trial changes without actually affecting performance

• At the end of the trial, implement your suggested changes or abandon them#TTLPresents

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MYTH #3: Higher spend increases rank

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• Larger budgets fund:

a) a variety of competitive & lesser competitive keyphrases

b) greater no.’s of click volumes overall

• The largest budget will not improve rank if the quality signals are poor

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Ad Rank, a score based on:

• Max cpc bids• Quality Score • Impact of

extensions

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In an AdWords auction, the highest bidder wins, subject to quality score factors & ad rank.

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MYTH #4: With PPC you can launch it & forget it

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• People build advertising campaigns• Turn them on• Watch them spend money

AND …

• Complain they don’t see ROI• Label PPC as a costly and ineffective

marketing channel

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• Digital advertising campaigns require attention to perform.

• A strong search advertising campaign will endure the right amount of testing but steer clear of over-optimisation.#TTLPresents

Common optimisations include:

• Adding new keywords• Adding keyword negatives• Testing ad copy & creative• Testing landing pages• Creating ad extensions• Bid lowering & increasing• Pausing keywords/ ad groups/ campaigns• Retargeting specific audiences• Monitoring & understanding performance• And More

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• Clicks, Impressions & CTRs

• Keyword Performance & Search Terms

• Impression Share/Share of Voice

• Conversions, Conversion Rates & Cost Per Conversion

• View Through Conversions

• Session Data• Reach Metrics• YouTube Earned Actions• Video Played to• Gmail Saves/ Forwards/

Clicks

Measurement & Reporting:

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MYTH #5: PPC Ads Improve Organic Rank

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• No direct correlation between advertiser spend and organic search rankings/traffic.

• Advertisers who spend more do not receive special preference in organic rank.

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However, there are views on how PPC can indirectly improve organic rank, that are in no way associated with ad spend:

• Time spent on site from a Google search acts as a quality signal

• Raising brand awareness generates increased brand + keyword searches

• Increased traffic to pages can earn links and other quality signals

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• Large amounts of returning traffic builds brand trust

• Actions on-page including scrolling, moving through the site and converting act as further quality signals.

This all helps towards creating a more rounded and multi-channel strategy for your brand.

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Quick Recap

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Quick Recap• Digital Advertising is leveraging online platforms to

deliver ads to a wide audience with more precision across devices

• Google AdWords & Bings Ads are two of the most popular search ad platforms

• People do click on ads• Position one isn't always the most profitable• Spend alone does not influence ad rank• PPC requires regular and thorough optimisation• PPC ads can only indirectly influence organic rank

over time

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www.thetomorrowlab.com

Thank you

Email: ruth@thetomorrowlab.com

Twitter: @ruthcowan5 | @thetomorrowlab

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