2014 11-18 - identifying data to fuel your ppc strategy

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Identifying data to
fuel your PPC
strategy
Jason Denny
PPC Consultant @ White
@black_hawk204
whitedotnet

“The goal is to turn data into
information, and information
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into insight.”
- Carly Fiorina, Hewlett-Pack...

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Yet this fundamental rule is
often overlooked.

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Why…?

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Why…?
More often than not we do not
know ‘what’ we are looking for.

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So, what is ‘data’?

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You, me…

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You, me…
…Rob Brydon…

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Dad Joke ALERT
This guy is
just too
funny!

“Facts and statistics collected together for reference
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or analysis”
- Definition

But, we need to understand two
important points about data.
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How to find it, and how use it,
to define & build a successful
strategy to reach our end goal.
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Firstly, what is the strategy?
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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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5W1H
Why, What, Who, Where, When, How

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“We shape our buildings;
thereafter they shape us.”
- Winston Churchill

Account structure is important for the
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success of any account!
Your account should reflect
an architectu...

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Campaigns

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Campaigns AdGroups

Campaigns AdGroups Keywords
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Negative Keywords

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So, where is
the data?

It is important to understand the difference between Keywords
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and Search Queries.

Keywords, are the platonic ideal of a search query – it's an abstraction that we extrapolate
from multiple search queries...

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Where do we find our Search Queries?

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But what if I’m not seeing changes
in my SQR?

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Then it’s time for data mining.

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To throw in a curveball…

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How does this work?

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Example
- Weber BBQs
- Outback BBQs
- Gas Barbeques

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Example 2

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When are your users browsing your
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site?

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The importance of
day & time
analysis

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Identifying when users visit your
site will allow you to better
understand your key trading days
/ times and competitio...

How are users reaching your
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site?

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Mobile overview report

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Mobile Overview Report
Session
s
Revenu
e
Pre
Responsiv
e
Post
Responsiv
e
Bounce
s

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Mobile devices report

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Mobile Devices Report

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Identifying user devices will
enable you to ensure your site
is fully mobile / OS compatible.
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Understanding your traffic
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acquisition

“A mouse does not rely on just one hole.”
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- Plautus

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Analysing your traffic sources
will enable you to diversify your
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reach.

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Multi-channel funnels

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What are they?

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What are they?
How do they work?

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What are they?
How do they work?
Assisted conversions reveal how and when
different channels had an impa...

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What are they?
How do they work?
Time lag helps understand time to conversion
Assisted conversions revea...

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What are they?
How do they work?
Path length shows you the number of
interactions before a conversion
T...

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What are they?
How do they work?
Top conversion paths illustrate the routes that
your customers take
Pa...

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What are they?
How do they work?
Why should we use them?

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What are they?
How do they work?
Why should we use them?
View all of your digital marketing channels in ...

Better understand the value of your marketing efforts
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What are they?
How do they work?
Why should we use...

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What are they?
How do they work?
Why should we use them?
See a complete picture of the steps that your
...

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What are they?
How do they work?
Why should we use them?
Improve your marketing based on channel perform...

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What are they?
How do they work?
Why should we use them?
Make the right digital marketing budgeting deci...

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I may not do all the work but I
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certainly helped out!

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Surveys

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Why survey?
Customer loyalty: Understand the magic – what they like about you
and what they dislike

who do not have outstanding negative issues concerning
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Why survey?
Customer satisfaction: Satisfied custo...

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Why survey?
Effective communication: By inviting customers to talk
to you, and through careful design of ...

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Why survey?
Spotting trends: Spotting such trends ahead of
competition could offer you a significant adva...

How far would you travel to a
UK airport to catch a flight?
over 2
hours,
13%
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Example Survey
up to 30...

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Key takeaways

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Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.

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Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
...

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Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
...

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Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
...

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Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS fr...

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Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS fr...

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Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS fr...

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Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
...

“Data! Data! Data! I can’t make bricks without clay!”
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- Sir Arthur Conan Doyle

whitedotnet
Thank you!
Slides available at: bit.ly/158JRPK
Jason Denny
PPC Consultant @ White
@black_hawk204

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