Our quarterly LEARN events aim to inspire and teach digital marketing professionals about the marketing channels that we specialise in here at Verb in order to achieve a fully integrated marketing strategy. On Wednesday 22nd January, we hosted our fifth #LEARNbyVERB over a delicious breakfast at Shoreditch House which discussed Pay Per Click (PPC). The event welcomed 30 marketers from a range of companies including Liberty London, COS, Orange Square and Corbin & King.
Here are some of our top takeaways from the event:
Why invest in PPC?
It is important that PPC sits alongside your SEO strategy and is not a ‘one or the other’ decision. Oliver Clay, Senior PPC Account Manager at Verb, explained why having a clear PPC strategy is now more important than ever. If, for example, we are searching for “Women’s handbags” in Google, it may take months or even years to become the first organic result on Google. When it comes to PPC, we have a lot more control over how our ads show. On a simple Google search, we see four PPC ads vs. just one SEO listing. This means even if we are not the most recognised brand amongst our competitors, we still have a chance to raise brand awareness and drive conversions through paid advertising.
Consider that spend is not the only factor of your ad ranking
There is the common misconception that the more you bid, the better position your ad will be in. Whilst your maximum bid does have an impact on positioning, there are other contributing factors. We demonstrated how ad rank is calculated, a combination of a maximum bid, quality score and sitelink score. Clay also went on to explain the most effective ways to improve your quality score and sitelink score, whilst maintaining control of how much you are spending on your ads.
Take into consideration first and last click attribution
Identifying where your customers come from can be key when running PPC campaigns. We asked the audience to have a good think about which channel the biggest proportion of their audience came from:
- Organic search
- Influencer marketing
- Social media
- Email marketing
Surprisingly, looking at where the last click comes from does not always give the best indication of how our PPC campaigns are performing. We compared the different customer journeys of a brand before and after implementing PPC into their marketing strategy. Here, we saw that PPC can be attributed to more than just a direct conversion. Often, this customer journey can result in traffic to email signups and organic searches, eventually leading to conversions further along the customer journey. We saw a 30% increase in conversions when looking at this before and after PPC model.
Using this first and last-click attribution model gives us a much more concise view of the entire customer journey, showing the true value of paid advertising.
Translate your offline goals into digital goals
During the workshop, we explored the importance of knowing your audience both online and offline. Most brands have a very clear idea of who buys their products or service offline (in-store, over the phone). It’s important that we don’t presume these people will also buy our products online, as the buying behaviour can often be very different. Through putting a budget behind testing your campaigns to different demographics, you will likely receive surprising results.
It’s essential that you define different targets and goals for your various products or services. For example, a handbag costing £10,000 should not have the same spend and targets as a belt costing £800. This will help you to personalise your campaigns and ensure you are reaching the right audiences for your different products, without overspending.
Don’t prioritise ease over control
Taking the time to set up your PPC account properly will be extremely beneficial in the long run. Clay explained the basic principles around an effective account setup, including separating your brand campaigns to your generic campaigns, as well as separating your keywords into exact match, broad match and phrase match.
We were then shown a demonstration of Google AdWords Keyword Planner and how we can use this to our advantage when setting up our campaigns.
Finally, the presentation concluded with examples of various tools we use at Verb Brands to optimise our PPC campaigns and make our bids go further. Through implementing bid strategies using tools like DoubleClick, we can optimise our campaigns against our goals and competitor activity, saving a great deal of time and money.
If you would like to learn more about setting up your PPC campaigns, including maximising your PPC budget and planning for future campaigns, get in touch. If you’d like to receive a copy of the presentation from the event, please email Alice at firstname.lastname@example.org.
The next LEARN event will take place at Shoreditch House in May 2018 and will cover UX, Web Design and Conversion Rate Optimisation. Our experts will be giving an overview of how to improve your landing pages as well as tips and tricks to improve the user experience of your site. Follow #LEARNbyVERB to hear the latest updates.
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