Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.

1. Digital Marketing Priorities 2016
Brought to you by:
Future proofing your AdWords account
& strategy for 2016
Zoe O’Neil
Director of Paid Search
ClickThrough Marketing
Understand the importance of regularly auditing your AdWords account
to ensure it adheres to best practice principles to drive improved growth,
performance and efficiency. Plus, we will dig into the trends and
considerations for your 2016 paid search strategy.

2. 2
Agenda
 AdWords Best Practice:
 Why it’s important to audit your account
 The crucial elements of an audit
 Top AdWords Considerations
 2016 Paid Search Strategy:
 Cross Device Attribution
 Instore – The power of your site as a research tool
 Google Shopping
 YouTube and Shopping
 Local Inventory Ads
 Paid Social
 The power of bid management tools
 Forecasting to maximise sales and revenue
 Measuring the value of phone calls
 Paid Search and SEO Integration – are you considering the power?

3. 3
About me
 Director of paid search, ClickThrough Marketing
 Worked in paid search 13yrs across strategy & tech
 Overseen paid search strategies for:
 Paid search wasn’t always as exciting or complex
 Now one of the most trackable & transparent

4. 4
Why is important to audit AdWords Accounts?
 August 2015 Google UK had 88.9% market share
 90% advertisers paid search budget spent via AdWords
 Best practice is crucial to ensure the best possible ROI
 Carried out 1000’s of audits and surprised by the number
of accounts that don't adhere to best practice
 Single most important aspect of a successful AdWords
campaign is account structure and campaign setup

5. 5
Support your audit with BidCops
 BidCops – free, quick & easy way to produce in-depth
AdWords insights without trawling through hours of data
 Helps save time & money managing AdWords accounts
Connect your
AdWords account
bidcops.com

6. 6
Internal and External Factors
Internal
Quality Score
Efficiency
CPC
Efficiency
Ad Copy
Ad Position
Optimisation
Match Type
Efficiency
Negative
Coverage
Keyword
Coverage
Impression
Share
Landing
Pages
Adscheduling
External
Availability
Promotions
Other marketing
activity
Competitors
Seasonality

7. 7
Account, Campaigns & Ad Groups
 The structure of your account affects how you optimise,
manage budgets, and report
 An good and easy to follow structure makes management
more efficient

8. 8
Keywords
 Keywords are the nuts and bolts of your campaign
 Important to regularly review to discover missed opportunities
 Think about where you find your keywords
 Ensure you are maximising keyword coverage and growth
utilising Dynamic Search Ads

9. 9
Brand Coverage
 Until 2008, Google didn’t allow advertisers to bid on
competitor brand names. Then the floodgates opened
 Take reasonable steps to protect your brand
 Does this mean bidding on your brand? For some
businesses, yes – but for others, it’s just not worth it
 Is anyone else bidding on your brand?
 Bidding on brand to control messaging
 Bidding on brand + product keywords

10. 10
Match Types
 Auditing & optimising match
types is crucial
 Without control of keywords,
you lose control of budget

11. 11
Impression Share
 Auditing the impressions share and average position
of your keywords is key to a successful campaign
 Structure is crucial to ensure maximum visibility and
understand where you’re losing out - rank or budget

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Impression Share Forecasting
 Developed a forecasting tool to show advertisers how they could improve sales by
increasing budgets
The Challenge (Insurance Company Brand)
 Performance was good but we suspected more gains could be made by opening
budget caps
 Used our tool to analyse the account. Forecasted with open caps we could achieve
11% more spend with 11% more conversions
The Results
 Spent 24% more and increased conversions by 25%
Metric Current Performance
Performance with Open Caps
(0% Imp Share Lost to Budget)
Delta Change %Change
Imp. 88,651 131,221 42,570 48.02%
Clicks 2,881 4,245 1,364 47.35%
CTR 3.25% 3.24% -0.01% -0.45%
Conv. 672.00 999.15 327.15 48.68%
Cost £7,720.82 £11,797.57 £4,076.75 52.80%
Cost/Conv. £11.49 £11.81 £0.32 2.77%
Conv. Rate 23.33% 23.54% 0.21% 0.91%
Avg. CPC £2.68 £2.78 £0.10 3.70%

13. 13
Landing Pages
 Think of ads as the shop window and landing pages as
inside your shop
 Deep link landing pages relevant to ads and keywords –
each click costs money and reputation
 Negatively impact Quality Score (QS) – higher CPCs
 Are your landing pages optimised well enough?
 Are you’re A/B split testing?

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Quality Score
 Quality Score affects Ad Rank and the amount you pay
 Ad Rank is a complicated secret formula, but the basis is:
Ad Rank = Bid (CPC) x Quality Score (QS)
 Improve Ad Rank by increasing your bid, or improving QS

15. 15
Text Ads
 The first contact with your audience in a competitive space
 Headline - Include keyword content
 Display URL - display where the click will go
 Description - USPS, promotions and call to action
 Dynamic keyword insertion - improve CTR & relevancy
 Use three pieces of text ads per ad group. You don’t know
if one message will appeal to all customers
 Ensure you’re using mobile preferred ads

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Ad Extensions
 Ad extensions are a no-brainer. They make your ads more
clickable with more search real estate
 They help improve CTR, Ad Rank, CR and Quality Score

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Campaign Targeting
 AdWords offers a wide range of targeting options
 True power of targeting can be found when you dig a little deeper
 Targeting ads to users in certain locations, or certain devices. More control over
who sees your ads and when
 Get this right and the benefits are tremendous and save you money
Think about:
 Language and locations of your ads
 The timing of your ads
 Have you explored search partners?
 Your audience and the value of mobile

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Key AdWords Audit Take Aways
 A sound structure is key to running
a successful AdWords campaign
 Ensure match type efficiency to
drive improved revenue
 Forecast and ensure you are gain
maximum visibility for ROI
 Keep creative and test, test, test
 Run an audit at least every 12
months
 Don’t roll out all changes at once.
Understand the impact
 Connect your AdWords account to
bidcops.com for free
Download - Best Practice AdWords Audit

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Vote 1
 Where do you think your AdWords account need
attention?
 Account Structure
 Budget Alignment
 Match Types
 Creative focus
 Campaign Targeting

20. 20
Top AdWords Considerations - RLSA
RLSA for Shopping
 RLSA for Shopping - customise shopping ads for previous visitors
 Target Cart Abandoner’s, Previous Buyers, or even specific Product/Categories
Get more sophisticated with RLSA your audiences
 Review duration of consumer journey and segment further
 Tier bid modifiers to ensure visibility increased for users most likely to purchase
 Set up product category visitors, who didn’t add to basket and apply modifiers to
relevant product campaign
 Segment customer match by visitors who have/n’t converted and adjust bids
 Set low bid modifiers to similar audiences/all visitors to avoid missing visitors

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Top AdWords Considerations – Customer Match
 Google's equivalent of Facebook
Custom Audiences
 Uses email addresses to target
ads and display across GSP and
YouTube
 Greater scope for personalised
PPC campaigns with more
possible segments
 Follow customers across mobile,
tablet and desktop

22. 22
Top AdWords Considerations –
Demographics for Search
 Reach customers likely to be within the demographic groups of your
choice
Age ("18-24", "25-34", "35-44", "45-54", "55-64", "65 or more")
Gender ("Female", "Male”)
Parental status ("Parent", "Not a parent")
 Customise ads and bids to people in different age groups and life stage
 Combine demographic data with your targeting strategy on GDN

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Cross Device Attribution
40% of online shoppers start their journey on a mobile, before converting on a
desktop or table. Cross device insights help advertisers measure more conversions

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Cross Device Attribution
 Google have been predicting mobile search queries will overtake desktop. Already
happening, during weekends and key seasonal events (Christmas or Easter Bank Holidays)
 Cross-device attribution has been and will continue to be a challenge in 2016
 Many marketers believe consumers don’t convert via mobile. Mobile is a key tool for
consumers researching before they buy on a different device
 It’s important to test to compare an aggressive mobile strategy versus a traditional strategy,
where mobile sees little or no traffic

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Cross Device Attribution
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Brand Computer 44% -28.20% £14,034 6,638 £2.11 14.42% 6.28% £0.30
Mobile 43% 41.31% £11,444 1,754 £6.52 3.87% 1.66% £0.25
Tablets 13% -45.07% £4,463 2,039 £2.19 14.36% 1.93% £0.31
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Product 1 Computer 37% 41.85% £17,487 1,513 £11.55 6.09% 2.25% £0.70
Mobile 40% 343.17% £16,061 406 £39.49 1.52% 0.60% £0.60
Tablets 23% 170.16% £6,750 437 £15.44 2.79% 0.65% £0.43
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Product 2 Computer 47% 123.91% £5,937 529 £11.22 12.24% 5.78% £1.37
Mobile 36% 560.12% £4,813 157 £30.53 4.83% 1.72% £1.48
Tablets 17% 156.77% £2,127 216 £9.82 13.77% 2.37% £1.35
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Product 3 Computer 44% N/A £519 55 £9.43 1.50% 0.66% £0.14
Mobile 45% N/A £551 20 £27.54 0.53% 0.24% £0.15
Tablets 11% N/A £143 10 £14.33 1.14% 0.12% £0.16
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Product 4 Computer 44% -27.68% £53,314 10,553 £5.05 20.01% 8.76% £1.01
Mobile 40% 2.58% £56,302 3,100 £18.16 6.37% 2.57% £1.16
Tablets 16% -24.03% £18,601 3,573 £5.20 18.69% 2.96% £0.97
Product Device Proportion of Clicks Clicks YoY Cost Conversions CPA CR Multi Device CVR Avg CPC
Product 5 Computer 53% -46.46% £14,336 1,916 £7.48 4.43% 2.34% £0.33
Mobile 28% 31.01% £7,976 312 £25.52 1.34% 0.38% £0.34
Tablets 19% -47.28% £5,654 557 £10.15 3.62% 0.68% £0.37

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Google Shopping
 60% paid search budgets go through Google Shopping and set to continue
to rise in 2016
 Many ways to optimise a product feed. Attributes are essential for running a
Google Shopping campaign
 Make sure your product pages are accurate. Regular cause of disapprovals
is inconsistency of prices in the feed and on page
 Create a Goal-Led Structure. Use your targets and marketing plans to find
the best way to run your Google Shopping campaign
 Use Custom Labels for promotions, high/low ROI or seasonal promotions.
Helps structure campaigns/ad groups, and decisions on bid changes

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Google Shopping
 Optimising feeds is time consuming and complex. Hard to stay on
top of but imperative to the success of your campaign
 Consider the use of Feed Management companies (Feed Spark)
Automatically detect gaps in the data
and issues in your optimisation and fixes
them.
Work in sync with Google’s algorithms to
grow relevancy and CTR.
Unique definition of data quality,
generating improved product names and
keywords – improve your CTR.

28. 28
YouTube & Shopping
 Over billion users a day, hundreds of millions of hours watched and billions
of views
 Key focus is branding – remember this when setting KPIs
 In-stream video ads more shoppable with TrueView for Shopping displaying
product details/images, and click to purchase
 50% of views come from mobile devices it works seamlessly across mobile
phones, desktops, and tablets
 Scale process by integrating Google Merchant Center, dynamically adding
products to videos
 Ads customised for each user through contextual and audience signals
 Brands participating in Googles early tests of TrueView for shopping have
seen strong results for driving interest and sales

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Vote 2
 What are your biggest fears of putting budget into
Display and YouTube?
 Fear of unknown
 Justifying Budget
 Understanding value
 Measurement
 Business buy in

30. 30
Local Inventory Ads
 Local inventory ads - key for
retailers with store presence
 Make stock in your local shops
accessible to people shopping
online and on the go
 Offers same rich product information
as a Product Listing Ad plus in-store
availability of stock
 Visit local storefront page to view
stock, store hours, directions
 Macy’s case study demonstrates
the power of LIA
https://youtu.be/L62N0XOsmgU

31. 31
Paid Social
 Increase brand awareness - Facebook Video View
ads/ Twitter Promoted Videos
 Align targeting with target personas
 Reach users similar with Lookalike audiences
 Carousel link ads - strong CTR
 Remarket to website audiences - strong CR
 Promoted Pins – target the user by relevant
keywords. Only use pins from your own created
board
 LinkedIn powerful B2B targeting at industry/ job title
 Facebook/Twitter should also be consider if strong
engagement rate from organic social activity
 LinkedIn’s Direct Sponsored Content and
Sponsored Updates has higher engagement rate

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The Instore Opportunity
The In-Store Opportunity
Look at your products, target market and number of stores. It’s important to measure
the in-store attribution for all online activity.
Look at methodologies:
 Do you have a Reserve & Collect?
 Calculate % of store locator users who visit stores without reserve & collect
 Find out the % of store footfall which actually purchases
 Work out the in-store average order value
 Track how many users click on ‘Store Locator’
 Build a metric using this data used to report and optimise on
 Is there value as research tool to drive instore? Build measurement in GA

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Vote 3
 What Paid Search tactic do will have biggest
impact on your paid search strategy in 2016?
 AdWords Audit and Restructure
 Shopping Optimisation
 Paid Social
 Call Tracking
 Conversion Rate Optimization

34. 34
Maximising Revenue with Bid Management
With bid management tool selection you need to look at cost versus benefits. Our
selected bid management platform is Kenshoo for more than one reason:
 Easy to schedule and make editorial changes across multiple publishers
 Advanced search features to make changes to unlimited number of keywords
 Only way to schedule mobile bid changes by time of day - can’t do this in
AdWords
 Various Macro Excel Reports saving hours on reporting
 Cross Publisher Reporting and clear Attribution insights and reporting
 Customise your own view and Dashboard Report
 Multiple Dimensions of campaign data to split non-brand vs. PLA. Vs. brand
 Custom Metrics – measure other goals (downloads or store locator)
……what stands it apart now is its ability in strategic bid optimisation with KPO.

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Maximising Revenue with Bid Management
Case Study 1:
For a large car buying brand we are driving 120% more traffic year on year, at a 5%
cheaper cost per click, generating over 10,000 more leads! Not surprising when you
consider over a 30 day period Kenshoo has made 82,500 bid changes.
Case Study 2:
For a large online retailer we are driving 45% more traffic from just 28% more spend.
ROI has stayed on target ROI and same YoY despite more spend. It also dropped
CPC’s on Mobile by 30% but increased traffic.
This resulted in mobile ROI on KPO campaigns being 17% better than non-KPO
campaigns. The results are not surprising when you consider that over a 30 day period
Kenshoo has made over 1million bid changes.

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The Value of Calls
The value of calls paid search drives can go unnoticed. This can be detrimental to a
campaign performance.
Case Study:
We noticed a drop off in online conversions. We identified that this was due to an
increase in call centre staff, able to follow up and convert the on leads more quickly.
As they tracked these call as PPC leads we could feed this data back into our
campaigns and found 20% of all paid search bookings were made via the call centre.
We focussed on driving as many leads as possible and drove 114% more bookings
YoY from just 90% more spend.
 Think about how your consumers want to engage with you and how they
can purchase.
 At the very basic level use Googles click to call but also consider tools like
Response Tap or Infinity – track all you media effectiveness this way

37. 37
Importance of Forecasting
Paying for every click means your number one focus will always be what ROI can
I expect from budget and how can I improve ROI?
Majority of budget will be spent on AdWords we always start by auditing an
AdWords account to see where we can improve the bottom line

38. 38
Importance of Forecasting
Forecast all paid search activity over a 12 month period. Have a top line view, but
break down by channel (AdWords, Remarketing, Shopping and Bing)
Brand
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total
Impressions 386,393 316,646 442,881 555,207 623,997 508,595 424,797 449,183 340,192 363,686 389,425 4,801,002
CTR 2.93% 3.00% 3.00% 3.50% 3.75% 3.75% 3.00% 3.00% 3.00% 3.00% 3.00% 3.23%
Clicks 11,339 9,499 13,286 19,432 23,400 19,072 12,744 13,475 10,206 10,911 11,683 155,048
Conversions 162 237 345 525 655 553 382 404 306 327 350 4,249
Click Costs £2,000.00 £2,500.00 £3,000.00 £5,000.00 £5,000.00 £6,000.00 £2,500.00 £2,500.00 £3,000.00 £3,500.00 £2,500.00 £37,500.00
Cost/Conversion £16.13 £10.53 £8.68 £9.53 £7.63 £10.85 £6.54 £6.18 £9.80 £10.69 £7.13 £8.83
Conversion Rate 2.40% 2.50% 2.60% 2.70% 2.80% 2.90% 3.00% 3.00% 3.00% 3.00% 3.00% 2.74%
Revenue £11,836.72 £23,748.45 £34,544.71 £62,960.52 £78,623.62 £82,964.54 £49,701.24 £48,511.74 £33,678.96 £32,731.78 £35,048.28 £494,350.56
Avg Order Value £100.00 £100.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £113.64
ROI £4.53 £9.50 £11.51 £12.59 £15.72 £13.83 £19.88 £19.40 £11.23 £9.35 £14.02 £13.18
Avg CPC £0.23 £0.30 £0.30 £0.25 £0.27 £0.23 £0.18 £0.19 £0.20 £0.25 £0.23 £0.24
Non Brand
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total
Impressions 104,710 110,838 22,710 29,470 32,690 29,560 23,190 22,660 17,310 16,080 14,380 423,598
CTR 1.07% 1.08% 1.09% 1.11% 1.17% 1.12% 1.10% 1.07% 1.09% 1.10% 1.08% 1.09%
Clicks 1,121 1,195 247 327 381 330 254 241 188 178 155 4,617
Conversions 17 18 4 5 6 5 4 4 4 4 3 63
Click Costs £1,750.00 £1,750.00 £1,750.00 £2,500.00 £2,500.00 £3,000.00 £1,750.00 £1,750.00 £1,750.00 £1,750.00 £1,750.00 £22,000.00
Cost/Conversion £84.48 £97.62 £472.63 £510.10 £437.55 £567.66 £405.15 £402.78 £489.53 £492.74 £564.32 £349.16
Conversion Rate 1.50% 1.50% 1.50% 1.50% 1.50% 1.60% 1.70% 1.80% 1.90% 2.00% 2.00% 1.36%
Revenue £474.63 £1,792.68 £370.27 £588.12 £685.64 £792.72 £561.52 £521.38 £393.24 £355.16 £310.11 £6,845
Avg Order Value £100.00 £100.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £113.64
ROI £0.86 £1.02 £0.21 £0.24 £0.27 £0.26 £0.32 £0.30 £0.22 £0.20 £0.18 £0.31
Avg CPC £0.49 £0.49 £0.49 £0.48 £0.50 £0.45 £0.45 £0.43 £0.43 £0.42 £0.42 £4.76
Shopping
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total
Impressions 0 0 134,852 192,665 234,146 188,554 146,246 111,970 127,993 159,420 103,195 1,399,039
CTR 0 0 2.50% 2.55% 2.68% 2.57% 2.52% 2.45% 2.50% 2.54% 2.48% 2.55%
Clicks 0 0 3,371 4,913 6,275 4,846 3,685 2,743 3,200 4,049 2,559 35,642
Conversions 0 0 88 133 176 141 111 82 96 121 77 729
Click Costs 0 0 £750.00 £1,500.00 £1,500.00 £1,200.00 £900.00 £750.00 £750.00 £750.00 £750.00 £8,850.00
Cost/Conversion 0 0 £8.56 £11.31 £8.54 £8.54 £8.14 £9.11 £7.81 £6.17 £9.77 £12.13
Conversion Rate 0 0 2.60% 2.70% 2.80% 2.90% 3.00% 3.00% 3.00% 3.00% 3.00% 2.05%
Revenue £0 £0 £8,765.35 £15,917.98 £21,084.38 £21,079.39 £14,373.01 £9,875.73 £10,559.40 £12,147.80 £7,677.70 £121,480.74
Avg Order Value £0.00 £0.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £95.45
ROI 0 0 £11.69 £10.61 £14.06 £17.57 £15.97 £13.17 £14.08 £16.20 £10.24 £13.73
Avg CPC 0 0 £0.22 £0.22 £0.23 £0.22 £0.22 £0.21 £0.21 £0.21 £0.21 £0.25
Remarketing
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total
Impressions 0 0 257,248 347,962 373,869 317,067 224,479 278,325 205,103 335,114 164,225 2,503,393
CTR 0 0 0.24% 0.24% 0.24% 0.24% 0.24% 0.24% 0.24% 0.24% 0.24% 0.24%
Clicks 0 0 617 835 897 761 539 668 492 804 394 6,008
Conversions 0 0 19 26 29 25 19 23 17 28 14 200
Click Costs 0 0 £156.20 £211.28 £237.33 £192.52 £136.30 £161.32 £118.88 £194.23 £95.18 1,503
Cost/Conversion 0 0 £8.43 £8.16 £8.27 £7.67 £7.23 £6.90 £6.90 £6.90 £6.90 £7.53
Conversion Rate 0 0 3.00% 3.10% 3.20% 3.30% 3.50% 3.50% 3.50% 3.50% 3.50% 3.32%
Revenue £0 £0 £1,852.19 £3,106.60 £3,445.58 £3,766.75 £2,451.31 £2,805.52 £1,895.16 £2,814.96 £1,379.49 £23,517.55
Avg Order Value £0.00 £0.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £116.67
ROI 0 0 £11.86 £14.70 £14.52 £19.57 £17.98 £17.39 £15.94 £14.49 £14.49 £15.64
Avg CPC 0 0 £0.25 £0.25 £0.26 £0.25 £0.25 £0.24 £0.24 £0.24 £0.24 £0.25
Bing
491103 427484 474208 665016 822043 842111 678030 559427 594486 515692 481261
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total
Impressions 49,110 42,748 47,421 66,502 82,204 84,211 67,803 55,943 59,449 51,569 48,126 655,086
CTR 2.20% 2.10% 2.00% 2.00% 2.20% 2.20% 2.40% 2.20% 2.40% 2.20% 2.30% 2.20%
Clicks 1,080 898 948 1,330 1,808 1,853 1,627 1,231 1,427 1,135 1,107 14,444
Conversions 22 19 21 31 43 46 42 33 40 33 33 363
Click Costs £350.00 £188.52 £189.68 £266.01 £434.04 £370.53 £325.45 £246.15 £271.09 £215.56 £210.31 3,067
Cost/Conversion £0.00 £11.54 £9.09 £8.70 £10.00 £8.00 £7.69 £7.41 £6.79 £6.55 £6.33 £8.44
Conversion Rate 2.00% 2.10% 2.20% 2.30% 2.40% 2.50% 2.60% 2.70% 2.80% 2.90% 3.00% 2.51%
Revenue £1,419.68 £1,192.71 £2,086.51 £3,670.89 £5,208.47 £6,947.42 £5,500.18 £3,987.59 £4,394.44 £3,290.11 £3,320.70 £41,018.70
Avg Order Value £100.00 £100.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £113.64
ROI £6.26 £6.33 £11.00 £13.80 £12.00 £18.75 £16.90 £16.20 £16.21 £15.26 £15.79 £13.37
Avg CPC £0.21 £0.21 £0.20 £0.20 £0.24 £0.20 £0.20 £0.20 £0.19 £0.19 £0.19 £0.21
Total
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-15 May-15 Jun-15 Total
Impressions 540,213 470,232 905,111 1,191,806 1,346,907 1,127,987 886,514 918,081 750,046 925,870 719,352 9,782,118
CTR 1.99% 2.47% 2.04% 2.25% 2.43% 2.38% 2.13% 2.00% 2.07% 1.84% 2.21% 2.21%
Clicks 13,540 11,592 18,470 26,837 32,762 26,862 18,849 18,359 15,513 17,076 15,898 215,759
Conversions 201 274 476 719 909 770 558 548 463 513 477 5,908
Click Costs £4,100.00 £4,438.52 £5,845.88 £9,477.29 £9,671.37 £10,763.05 £5,611.76 £5,407.47 £5,889.96 £6,409.79 £5,305.50 £72,920.59
Cost/Conversion £20.44 £16.18 £12.28 £13.19 £10.64 £13.97 £10.05 £9.88 £12.72 £12.49 £11.11 £12.34
Conversion Rate 1.48% 2.37% 2.58% 2.00% 2.50% 2.50% 2.96% 2.98% 2.98% 3.01% 3.00% 2.74%
Revenue £13,731.03 £26,733.84 £47,619.03 £86,244.11 £109,047.68 £115,550.83 £72,587.25 £65,701.96 £50,921.19 £51,339.81 £47,736.28 £687,213.01
Avg Order Value £100.00 £100.00 £100.00 £120.00 £120.00 £150.00 £130.00 £120.00 £110.00 £100.00 £100.00 £113.64
ROI £3.35 £6.02 £8.15 £9.10 £11.28 £10.74 £12.93 £12.15 £8.65 £8.01 £9.00 £9.42
Avg CPC £0.30 £0.38 £0.32 £0.35 £0.30 £0.40 £0.30 £0.29 £0.38 £0.38 £0.33 £0.34
Break down further to a category or product level. Each will have a different ROI
or profit target.
Factor in when setting your targets what your delivery costs are, plus return
rates of products.
Setting targets at this level will allow for strategic bid management and control
to truly maximise paid search opportunities, budgets and revenue.

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Paid Search and SEO Integration
 Brands with a local presence can have SERP domination
 Stats show when both are listed together CTR increases on both
 Integrated approach = efficiency, opportunities, revenue, speed to align budgets/strategy
 Focus on how Paid Search supports SEO. Make sure you focus on attribution
 Think about how content (eBooks, infographics) can be utilised in Paid Search
 Understand the keyword opportunities from Paid Search to inform your SEO focus

40. 40
Summary – questions please!
 Maximise AdWords
 Mobile still growing –
are you moving with it?
 Shopping - quality is
king
 Are you tracking all
touch points
 Visibility, forecasting
and targets are crucial
 Integration – are you
reaping the benefits?
 AdWords Audits from £900.
Call 01543 410014 or
contact us via the web
 Run your AdWords audit:
 Download our Best Practice
AdWords Audit
 Connect your AdWords
account to bidcops.com