PPC Live brings togethers industry experts to share their strategies and best practices on PPC and Google Ads. On the day, each speaker provide valuable takeaways, covering technical PPC, the fundamentals of Google Ads, and strategic tips for campaign success.
Revolving around the critical role of business data in shaping effective Google Ads strategies, this talk summaried categorising products into “Heroes,” “Villains,” and “Zombies,” providing a clear framework for prioritising PPC efforts.
Heroes: These are the top 10% of clients’ products that generate the most value. Focus on these high-performing items to maximise returns.
Villains: These products, despite their high spending, fail to convert. Scrutinise and adjust strategies for these products to minimise wasteful expenditure.
Zombies: Products that neither drive traffic nor receive impressions fall into this category. Revamp or eliminate these products to streamline the campaign.
Mastering the core principles of Google Ads and aligning them with client objectives is so important when it comes to the fundamentals of a great campaign. Ensure that keywords follow a consistent theme to enhance relevance and performance, maintaining a comprehensive list of negative keywords to avoid irrelevant traffic and reduce costs, and distinguishing between brand and generic keywords to tailor strategies effectively.
Selecting bidding strategies that align with the client’s business goals, addressing search loss due to budget constraints by either increasing the budget or tweaking the bidding strategy, and ensuring that ad copy is pertinent to the keywords and the target audience, will ultimately improve click-through rates and conversions.
The final talk of the day summarised pragmatic tips for refining campaign strategies, focusing on client priorities and external factors:
Understanding – whether existing or new clients are more important
Identifying – the most valuable types of conversions
Recognising – external influences that affect the business.
Another thing of note was the emphasis that the fundamentals of the campaign must be right in order to build a solid foundation for success. This means informing Google about peak times for products to optimise campaign performance during high-demand periods, and developing strategies from the consumers’ point of view to ensure alignment with their needs and behaviours. Additionally, the potential of leveraging external elements, such as market trends or seasonal demands, can positively impact the campaign.
This event provided attendees with a comprehensive understanding of advanced PPC techniques, fundamental Google Ads practices, and strategic insights to enhance campaign performance. The knowledge shared at PPC Live Manchester was invaluable for anyone looking to stay ahead in the competitive world of digital marketing.
If you’re looking to enhance your PPC strategies then get in touch with our team of experts today at hello@spaceandtime.co.uk.