PPC Live At The Shard #2: Falling back in love with Broad Match, Account Structure, Profit Bidding: Best practices, Attribution, Lifetime Value and Customer Acquisition

Table of Contents

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

• Falling back in love with Broad Match – Petya Yildizgoren

• Less is More. Consolidation is key – Carolina Torres

• Profit Bidding: Best practices – Nicolas Huber

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

Watch the fantastic talks given onFalling back in love with Broad Match, Less is More. Consolidation is key, Profit Bidding: Best practices and Attribution

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

Watch Past Talks

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!).