What 17 Years & £120 million taught me about PPC

What 17 Years And Spending £120 million Taught Me About PPC/Paid

Media/Social Media/Display

There’s No Fool Like An Old Fool…

I Pity The Fool…

I Pity The Fool…

Established in 2007 3x Inc5000 recipient Based in Baltimore, Maryland Now Open For Business In UK

Focused on Driving Revenue for Mid Market Companies Through:

• Analysis & Strategy• Branding & Creative• Website Development• Inbound Marketing• Conversion Rate Optimization• And, of course, Paid Media!

About Groove

Please TMS (Tweet My Shit)#sascon @jimbanks

Please Add Me On Linked Inhttps://uk.linkedin.com/in/jimbanks

◼ A Brief History Of Paid Search◼ Current Actionable “Best Practise”

Ideas◼ A Look Into The Future

What We Are Covering

PPC – c. 1999

teletrack

Unicorn Keyword

Unicorn Farts

“Best Practise” for today’s PPC landscape

◼ Don’t be obvious – Don’t name your Campaigns – “Top 10 keywords” unless you are throwing your competition a curve ball

◼ Use the human factor – Man will win over machine, every time.

◼ Use labels to “group” your cool stuff, keep the campaign/adgroup structure in line with your site structure

BE A NINJA

@jimbanks #FOS16

◼ Don’t do something just because a search engine tells you

◼ Dynamic Keyword Insertion (DKI) can work…

◼ Always use dedicated PPC landing pages – Devoid of fluff

◼ Don’t just import Google to Bing and think you are done

ZAG VS. ZIG

I want to go somewhere Buy something cool

◼ Day Of Week◼ Time Of Day◼ Specific Device◼ Context in the “moment”◼ Competitive Landscape• Find your ”teletrack”

◼ Always Be Testing Hypothesis◼ Be Friendly With The Search

Engines – Get On Betas◼ Be Prepared To Make Mistakes◼ Set Aside ROI = 0% Budget For

Tests

TAKE RISK

◼ Extensions (Sitelinks, App, Call, Callout, Image, Location, Review)

◼ Remarketing◼ Analytics◼ Tag Management◼ Quality Score = User Experience◼ Move With Your Audience

TOP THINGS TO FOCUS

ON

◼ The 7 P’s• People• Process• Patience• Product• Price• Place• Promotion

WHAT SHOULD YOU

FOCUS ON?

◼ Cross Device Tracking◼ Virtual Reality◼ Social Growth◼ Bing Growth◼ Google Market Share Dropping

THINGS FOR THE FUTURE

Please contact [email protected]

Tel : 07799 212871@jimbanks or @UKSpadesMedia