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Post: Blog2_Post

PPC Live UK At The Shard #2 | November 24th 2022

Updated: May 6

Resources are best accompanied whilst watching how the event went down:

Falling back in love with Broad Match - Petya Yildizgoren

Top Tips:

  • The quality of Broad Match has really improved in the last few years

  • Use a Broad Match only campaign with target CPA or ROAS for more relevant results

  • CTR, CVR and IS will likely go down, don’t panic!

  • Broad Match may not work for your account so check exceptions first (check the slides!)

Less is More. Consolidation is key - Carolina Torres

Top tips:

  • Google needs to be fed with the correct data - Fewer campaigns provide better Impression Shares for your best-performing keywords

  • Your budget expectations can easily dictate the number of campaigns/number of keywords you can have

  • Keyword mapping can help to understand the campaigns/keywords you need

  • Consolidate your data and build your campaigns based on main KPIs, budgets and customer behaviour.

Profit Bidding: Best practices - Nicolas Huber

Top Tips:

  • Ensure your business/client has a valid business model

  • Marketers need to understand the capacity for real profitable growth

  • Consider a) not advertising unprofitable products and b) separating products for growth and profit

  • Marketers need to take into consideration LTV when working for growth.

Attribution, Lifetime Value, and How To Best Understand Customer Acquisition - Russell McAthy

Top Tips:

  • The goal is to better understand what activities influence customer behaviour

  • A customer journey is more complicated than a single visit

  • Use macro and micro events to fully understand consumer engagement and final success

  • CAC, LTV, AOV…. can be misleading, do some easy maths to get a better picture (check the slides!).

PPC Live UK at the Shard #2

Check out what people are saying about #PPCLiveUK

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