Top Secret PPC
Content
12
Glossary
We thought we'd add a glossary covering off some of the buzz-words in PPC these days… Click Path Analysis - Reporting on entire user journey and how they interact with multiple channels before conversion PPC Arbitrage - A page solely for hosting PPC ads, bidding on cheap keywords, profiting when someone clicks through a more expensive PPC ad on their site Ad Cloning - A lazy tactic where a PPC advertiser , creates a near-duplicate of another brand's ad to boost traffic A/B Testing - Testing one advert or landing page against another, to see which yields highest ROI Bid Boosting - Bid management incorporating increased PPC bids when ads are served to specific demographics Dayparting – The ability to specify times of day or day of week for ad displays to specifically target searchers Long Tail - Keyword phrases with three or more words in them. These keywords are highly targeted, but less competitive, meaning lower CPCs and higher ROI Share of Voice - Exposure of an advertiser within a specific vertical over a period of time Searchandising - A Search term meaning the planning involved in placing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price
An insider’s dossier on
Paid Search (PPC)
File No.2 of bigmouthmedia’s exposé series bigmouthmedia’s
CONTENT
S
plan of attack
rketing nline ma 57% of o ex arena nts for d compl ow accou track itive an Search n a compet mplement, d... it's ney to i spen and mo right? t it sts time o you ge which co So how d e maintain. xperienc and cade's e s insider' ver a de clever a has o outhmedi our big, Bigm his is earch. T rch. within s Paid Sea by cessful offered w to suc vie unities mportant e opport th e all-i entified own thos ou We've id nailed d l help y sier wil arch and Paid Se ign that This dos d campa to avoid. -focusse pitfalls ust, ROI strategy. nt a rob rketing impleme ntire ma e nts your compleme .. e ready. th at th t bigmou Agen
1) Find ing the right PP 2) Warn C agency ings 3) Thei r expert ise 4) Accr editatio n 5) Inte rrogatin g your P 6) Prot PC agenc ecting y y our bran 7) Deliv d erables and expe 8) Repo ctations rting an d result 9) Agen s t relati onships 10) Age nt bigmo uth 11) Lea ked by… 12) Glo ssary
1
finding THE right PPC agency
an So you need a Paid Search campaign managed by for maximum benefit… where do you start? agency Check out the agency's experience and case studies. Can they show you proven results for highly successful campaigns? Do they know their verticals? Check the longevity of their client relationships - are they hanging on to accounts through excellence? Talk to their clients. Are they happy with the service, the results and the customer service? How secure and established is the agency? Even in this relatively young industry, all the serious players will have been actively working with big clients for several years Do they understand the full Digital Marketing landscape? Even better, can they offer multi channel campaign management? Do they have leading-edge excellence within your sector? Will they provide you full visibility on your accounts including read-only logins?
2
WARNINGS
Beware of front men. Subcontracte d Paid Search campaigns can be dangerous to your brand and your po cket. You need to know who has responsibili ty for your camp aign Go on recommendati ons. A good agen cy should get a lot of new business through word of mouth. Beware th e dodgy dealers; Paid Search agencies with a raft of sal es staff but thin on the , operational side A Paid Search ag ency should neve r own anything on your behalf This inc . ludes search engine acc ounts, performan ce data, Paid Search landin g pages and analy tics access. Don't ris k being held to ransom. Make sure they wil l do a full transf er of your account and historic data sh ould you wish to change ag encies in the fut ure. If not you run the risk of losing all your quality score an d hard work! Avoid sticky con tracts. If the ag ency is as good as they say they are, why th e need to tie you in for a year?
3
's ch… but it Paid Sear aign. rush into tful camp to , c insigh It's easy a strategi plan critical to aves: ing must-h the follow ch Ask about Paid Sear integrate gns? ow how to SEO campai kn splay and 1) Do they rvice liates, Di Affi at the se with your ils of wh ed? full deta is requir ur input they give w 2) Do d where yo lve an ter all ho will invo brief? Af accurate s without take an a succes brand 3) Do they make your campaign what your can they nding of understa a complete mpaign is about? ll pre-ca offer a fu changes they want sure they the ing 4) Make rt outlin audit repo why technical and to make -leading ate market tr ey demons 5) Do th arch ? portant se ? expertise on the im gn ve a grip ur campai ey ha s for yo 6) Do th territorie l d i-channe engines an ent, mult r transpar they offe 7) Do nced tracking? ve in adva do they ha ing? experience ic target raph s 8) What c and geog g campaign demographi in runnin ? perience ey have ex d content networks 9) Do th arch an on both se
THEIR EXPERTISE
4
en ent has prov that your ag arch providers. 's critical It jor se with the ma in an excellence are achieved creditations separate These ac e there to ion and ar e cowboys exam situat als from th e profession th
ACCREDITATION
consultancy official Edia edia is an gmouthme Bigmouthm ovider training pr Paid Search
5
TING INTERROGA AGENCY YOUR
6
nd you a ent e do of ag rienc pe Name of ex e? damag years from many have? brand ) How team 1 y my act? your emnif contr ave? u ind long you h s? ll yo to a eport 2) Wi ce do tied be nel r erien ill I -chan ? l exp a 3) W rds multi chnic keywo e of at te ? es of sampl 4) Wh paign ee a volum ast y cam n I s my dle v ing m 5) Ca han k on ract n you l wor -cont 6) Ca t wil e sub m tha ? you b h ll tea h wit 7) Wi t the fices Searc I mee n your of Paid n my 8) Ca paign i rate cam integ gital er di l you vities? y oth w wil acti ith m 9) Ho other ? ise w my u lia ntent ll yo ge co ow wi s? ch pa y? Sear 10) H encie ltanc Paid ag consu pply lity ou su usabi h build an y ite and 11) C fer s ting aid Searc of P t tes o you arian have for 12) D e lti-v of th at mu ce do they h part 13) W perien ? every ex ff ges ign o ng pa landi and s agree ress? og ill I 14) W mpaign pr ca
Trademar k litigati on is a ho Search. t topic wi Make sure thin Paid your agen scope of cy unders your trad tands th emark pr advise yo e otection u on best and can approach for maximu Are they m protecti brand fo on. cussed? necessar Do they y experi have the ence work ing with Here are valued br a few thin ands? gs that sh if your ag ould ring ency sugg alarm-bell ests them s ! Using co mpetitor brand bidd of the st ing as a rategy core part this isn’ for all t a defaul t strate gy Attempting to imitat e competit Sacrificin ors in yo ur ad copy g user ex perience for traffi and brand c gain perception Remember you need the comf Professi ort of an onal Inde agency wi mnity Cove th r.
PROTECTING YOUR BRAND
7
DELIVERABLES AND EXPECTATIONS
8
Your campaign keywords - Does the agency have the in-hou se resource to cope with ever changing keywor d lists and ad vert copy? Reports - Make sure your repo rts are in the format you want . If you want War and Peace, demand it Transparency is key - Will your agency provide full visibility on what they'r e doing and wh y? Scalability an d widening the campaign across multiple territ ories - Can yo ur agent handle your campaign in multiple la nguages and territories? How scalable an d profitable is the proposed ca mpaign structur e? Inventory - Ca n your agency implement a campaign able to cope with an ever-changing product-driven shop floor? Technology - Wh at technology would they use to ensure your campaign is al ways updated? Ethics - Can th ey supply you with best practice guidel ines and bespok e strategies for creating sy nergy between your various online channels ?
Key Performanc e Indicators (KPI's) are cr for any Paid Se ucial arch campaign . These need identified at to be the outset, an d continually towards during worked the campaign. Do you have a central point of contact? Is there some one who is cl ued up about campaign obje your ctives and st atus and alwa time to discus ys has s it with you? Make sure the reporting cove rs all of your target langua ges, search en gines and terr itories Does the agen cy lead the wa y in multi-ch reporting? annel Can they appl y click path analysis to br conversions do eak wn to indicate what part Paid Search, SEO, Affiliate and Display played the acquisitio in n? Can the agency work with your chosen analyt or do they tr ics y a one tool for all approa ch?
REPORTING AND RESULTS
9
agency a Paid Search needs to be Selecting a provider; it g a service its root. selectin ccess at with your su relationship your cy aware of raints? Search agen branding rest Is your Paid ary, legal or , d nical budget tech ss needs an your busine sensitive to agencies Are they ? Beware of they change ' l solution flexible if size fits al offer a 'one that tand and ency unders id Search ag g activity. Does your Pa tal Marketin other Digi lves? mplement your these themse co ey offer tter, can th Even be they fit? onality… do th se: the pers And of cour g closely wi be workin ! r all you'll Afte like them lps if you them, it he
PS TIONSHI ELA AGENT R ly is not simp
OK, we'r e done. Remembe r, we n ever me For mor t… e tips and und registe ercover r for o news, ur week www.bigm ly newsl outhmed etter a ia.com/ t newslet ter
10
AGENT BIGMOUTH
id Search ndle your Pa ffective hmedia to ha gmouthmedia , etwork cost-e Using bigmout -n ive, multi ls. other channe you an effect gives ed with your . Here's fully synergis approach, the hard work shots, we do in its field: You call the is the leader gmouthmedia gmouthmedia why bi e e. Once we’v do is bespok mouthy gmouthy Everything we add some big , nt brief we ceived a clie ctives within re e obje er meet thes set love to bett d timeframe allocation an the budget ctors, ce in all se ate excellen can demonstr e with We t argu ROI you can' supported by keywords, th millions of campaigns wi territories We can handle and l languages across severa ch experts th Paid Sear , global wi We're fully these teams rld. Each of across the wo rket up-close their own ma knows and personal
11 13
Leaked by...
Bigmouthmedia Bigmouthmedia has been at the forefront of digital marketing since the dawn of the industry, pioneering results-focussed, ethically integrated digital marketing and winning numerous awards along the way. Now with over 200 staff in 10 countries, we work with more than 300 major brands globally across 24 languages. Want to know more about integrating Paid Search? Pick up the phone and speak to one of our mouthy experts on 0845 130 0055 or email [email protected] [email protected]
Glossary
We thought we'd add a glossary covering off some of the buzz-words in PPC these days… Click Path Analysis - Reporting on entire user journey and how they interact with multiple channels before conversion PPC Arbitrage - A page solely for hosting PPC ads, bidding on cheap keywords, profiting when someone clicks through a more expensive PPC ad on their site Ad Cloning - A lazy tactic where a PPC advertiser , creates a near-duplicate of another brand's ad to boost traffic A/B Testing - Testing one advert or landing page against another, to see which yields highest ROI Bid Boosting - Bid management incorporating increased PPC bids when ads are served to specific demographics Dayparting – The ability to specify times of day or day of week for ad displays to specifically target searchers Long Tail - Keyword phrases with three or more words in them. These keywords are highly targeted, but less competitive, meaning lower CPCs and higher ROI Share of Voice - Exposure of an advertiser within a specific vertical over a period of time Searchandising - A Search term meaning the planning involved in placing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price
An insider’s dossier on
Paid Search (PPC)
File No.2 of bigmouthmedia’s exposé series bigmouthmedia’s
CONTENT
S
plan of attack
rketing nline ma 57% of o ex arena nts for d compl ow accou track itive an Search n a compet mplement, d... it's ney to i spen and mo right? t it sts time o you ge which co So how d e maintain. xperienc and cade's e s insider' ver a de clever a has o outhmedi our big, Bigm his is earch. T rch. within s Paid Sea by cessful offered w to suc vie unities mportant e opport th e all-i entified own thos ou We've id nailed d l help y sier wil arch and Paid Se ign that This dos d campa to avoid. -focusse pitfalls ust, ROI strategy. nt a rob rketing impleme ntire ma e nts your compleme .. e ready. th at th t bigmou Agen
1) Find ing the right PP 2) Warn C agency ings 3) Thei r expert ise 4) Accr editatio n 5) Inte rrogatin g your P 6) Prot PC agenc ecting y y our bran 7) Deliv d erables and expe 8) Repo ctations rting an d result 9) Agen s t relati onships 10) Age nt bigmo uth 11) Lea ked by… 12) Glo ssary
1
finding THE right PPC agency
an So you need a Paid Search campaign managed by for maximum benefit… where do you start? agency Check out the agency's experience and case studies. Can they show you proven results for highly successful campaigns? Do they know their verticals? Check the longevity of their client relationships - are they hanging on to accounts through excellence? Talk to their clients. Are they happy with the service, the results and the customer service? How secure and established is the agency? Even in this relatively young industry, all the serious players will have been actively working with big clients for several years Do they understand the full Digital Marketing landscape? Even better, can they offer multi channel campaign management? Do they have leading-edge excellence within your sector? Will they provide you full visibility on your accounts including read-only logins?
2
WARNINGS
Beware of front men. Subcontracte d Paid Search campaigns can be dangerous to your brand and your po cket. You need to know who has responsibili ty for your camp aign Go on recommendati ons. A good agen cy should get a lot of new business through word of mouth. Beware th e dodgy dealers; Paid Search agencies with a raft of sal es staff but thin on the , operational side A Paid Search ag ency should neve r own anything on your behalf This inc . ludes search engine acc ounts, performan ce data, Paid Search landin g pages and analy tics access. Don't ris k being held to ransom. Make sure they wil l do a full transf er of your account and historic data sh ould you wish to change ag encies in the fut ure. If not you run the risk of losing all your quality score an d hard work! Avoid sticky con tracts. If the ag ency is as good as they say they are, why th e need to tie you in for a year?
3
's ch… but it Paid Sear aign. rush into tful camp to , c insigh It's easy a strategi plan critical to aves: ing must-h the follow ch Ask about Paid Sear integrate gns? ow how to SEO campai kn splay and 1) Do they rvice liates, Di Affi at the se with your ils of wh ed? full deta is requir ur input they give w 2) Do d where yo lve an ter all ho will invo brief? Af accurate s without take an a succes brand 3) Do they make your campaign what your can they nding of understa a complete mpaign is about? ll pre-ca offer a fu changes they want sure they the ing 4) Make rt outlin audit repo why technical and to make -leading ate market tr ey demons 5) Do th arch ? portant se ? expertise on the im gn ve a grip ur campai ey ha s for yo 6) Do th territorie l d i-channe engines an ent, mult r transpar they offe 7) Do nced tracking? ve in adva do they ha ing? experience ic target raph s 8) What c and geog g campaign demographi in runnin ? perience ey have ex d content networks 9) Do th arch an on both se
THEIR EXPERTISE
4
en ent has prov that your ag arch providers. 's critical It jor se with the ma in an excellence are achieved creditations separate These ac e there to ion and ar e cowboys exam situat als from th e profession th
ACCREDITATION
consultancy official Edia edia is an gmouthme Bigmouthm ovider training pr Paid Search
5
TING INTERROGA AGENCY YOUR
6
nd you a ent e do of ag rienc pe Name of ex e? damag years from many have? brand ) How team 1 y my act? your emnif contr ave? u ind long you h s? ll yo to a eport 2) Wi ce do tied be nel r erien ill I -chan ? l exp a 3) W rds multi chnic keywo e of at te ? es of sampl 4) Wh paign ee a volum ast y cam n I s my dle v ing m 5) Ca han k on ract n you l wor -cont 6) Ca t wil e sub m tha ? you b h ll tea h wit 7) Wi t the fices Searc I mee n your of Paid n my 8) Ca paign i rate cam integ gital er di l you vities? y oth w wil acti ith m 9) Ho other ? ise w my u lia ntent ll yo ge co ow wi s? ch pa y? Sear 10) H encie ltanc Paid ag consu pply lity ou su usabi h build an y ite and 11) C fer s ting aid Searc of P t tes o you arian have for 12) D e lti-v of th at mu ce do they h part 13) W perien ? every ex ff ges ign o ng pa landi and s agree ress? og ill I 14) W mpaign pr ca
Trademar k litigati on is a ho Search. t topic wi Make sure thin Paid your agen scope of cy unders your trad tands th emark pr advise yo e otection u on best and can approach for maximu Are they m protecti brand fo on. cussed? necessar Do they y experi have the ence work ing with Here are valued br a few thin ands? gs that sh if your ag ould ring ency sugg alarm-bell ests them s ! Using co mpetitor brand bidd of the st ing as a rategy core part this isn’ for all t a defaul t strate gy Attempting to imitat e competit Sacrificin ors in yo ur ad copy g user ex perience for traffi and brand c gain perception Remember you need the comf Professi ort of an onal Inde agency wi mnity Cove th r.
PROTECTING YOUR BRAND
7
DELIVERABLES AND EXPECTATIONS
8
Your campaign keywords - Does the agency have the in-hou se resource to cope with ever changing keywor d lists and ad vert copy? Reports - Make sure your repo rts are in the format you want . If you want War and Peace, demand it Transparency is key - Will your agency provide full visibility on what they'r e doing and wh y? Scalability an d widening the campaign across multiple territ ories - Can yo ur agent handle your campaign in multiple la nguages and territories? How scalable an d profitable is the proposed ca mpaign structur e? Inventory - Ca n your agency implement a campaign able to cope with an ever-changing product-driven shop floor? Technology - Wh at technology would they use to ensure your campaign is al ways updated? Ethics - Can th ey supply you with best practice guidel ines and bespok e strategies for creating sy nergy between your various online channels ?
Key Performanc e Indicators (KPI's) are cr for any Paid Se ucial arch campaign . These need identified at to be the outset, an d continually towards during worked the campaign. Do you have a central point of contact? Is there some one who is cl ued up about campaign obje your ctives and st atus and alwa time to discus ys has s it with you? Make sure the reporting cove rs all of your target langua ges, search en gines and terr itories Does the agen cy lead the wa y in multi-ch reporting? annel Can they appl y click path analysis to br conversions do eak wn to indicate what part Paid Search, SEO, Affiliate and Display played the acquisitio in n? Can the agency work with your chosen analyt or do they tr ics y a one tool for all approa ch?
REPORTING AND RESULTS
9
agency a Paid Search needs to be Selecting a provider; it g a service its root. selectin ccess at with your su relationship your cy aware of raints? Search agen branding rest Is your Paid ary, legal or , d nical budget tech ss needs an your busine sensitive to agencies Are they ? Beware of they change ' l solution flexible if size fits al offer a 'one that tand and ency unders id Search ag g activity. Does your Pa tal Marketin other Digi lves? mplement your these themse co ey offer tter, can th Even be they fit? onality… do th se: the pers And of cour g closely wi be workin ! r all you'll Afte like them lps if you them, it he
PS TIONSHI ELA AGENT R ly is not simp
OK, we'r e done. Remembe r, we n ever me For mor t… e tips and und registe ercover r for o news, ur week www.bigm ly newsl outhmed etter a ia.com/ t newslet ter
10
AGENT BIGMOUTH
id Search ndle your Pa ffective hmedia to ha gmouthmedia , etwork cost-e Using bigmout -n ive, multi ls. other channe you an effect gives ed with your . Here's fully synergis approach, the hard work shots, we do in its field: You call the is the leader gmouthmedia gmouthmedia why bi e e. Once we’v do is bespok mouthy gmouthy Everything we add some big , nt brief we ceived a clie ctives within re e obje er meet thes set love to bett d timeframe allocation an the budget ctors, ce in all se ate excellen can demonstr e with We t argu ROI you can' supported by keywords, th millions of campaigns wi territories We can handle and l languages across severa ch experts th Paid Sear , global wi We're fully these teams rld. Each of across the wo rket up-close their own ma knows and personal
11 13
Leaked by...
Bigmouthmedia Bigmouthmedia has been at the forefront of digital marketing since the dawn of the industry, pioneering results-focussed, ethically integrated digital marketing and winning numerous awards along the way. Now with over 200 staff in 10 countries, we work with more than 300 major brands globally across 24 languages. Want to know more about integrating Paid Search? Pick up the phone and speak to one of our mouthy experts on 0845 130 0055 or email [email protected] [email protected]
