Using Third Party Data to Supercharge Your PPC Campaigns

Greg Holland shares real client examples showing how external data from various third party sources can dramatically improve PPC performance. Learn how to boost lead quality, maximise seasonal returns and capitalise on media trends by combining PPC data with the world around you.

1. USING 3RD PARTY DATA TO SUPERCHARGE YOUR PPC CAMPAIGNS ‹#›

2. Greg Holland @PPCGreg PPC Executive | Impression ‹#›

3. First time presenting at Drink Digital ‹#›

4. Been doing Digital for just over 2 years ‹#›

5. Been doing Drink for triple that ‹#›

6. Seeing PPC in every thing you do Sometimes, PPC data isn’t enough to make PPC work. Inform decisions using data from external sources to help drive performance ‹#›

7. Seeing PPC in every thing you do ‹#›

8. Everyday things that PPC has ruined for me ‹#› Looking for a place to live The actual weather Watching TV

9. Everyday things that PPC has ruined for me Contents ‹#› Client 1: Achieving higher lead quality Client 2: Maximising seasonal return Client 3: Taking advantage of TV trends

10. Client 1: Rich Old Men© ‹#› Property Investment Visibility was good, Lead count good, CPA good, search terms relevant. BUT lead quality an issue

11. ‹#› Targeting income levels

12. ‹#› Targeting income levels Mostly “unknown” in the UK

13. Location targeting using average Household income data from Zoopla ‹#›

14. ‹#› Targeting income levels

15. ‹#› Applying locations as bid adjustments higher CPC Targeting income levels

16. ‹#› Combine with Income & Detailed demographic PPC data Targeting income levels

17. ‹#› Using Client Data

18. ‹#› Ask your client to send over Lead Feedback forms

19. ‹#› Match up with your own data

20. ‹#› To get a workable insight of which campaigns drive sales

21. Using GCLIDs and Imported Conversions ‹#› Match leads with campaigns, ad groups and keywords easier

22. What’s a GCLID? ‹#› https://www.waterstones.co.uk/How-To-Make-Friends-In-Your-Mid-20s?_fp1=ppc_brand&_fp2=687135539&_fp3=36965493002&_fp4=waterstones&gclid=EAIaIQobChMIsZfcmp2a5QIVRbTtCh0wEg7sEAAYASAAEgLhUfD_BwE

23. What’s a GCLID? ‹#› https://www.waterstones.co.uk/ How-To-Make-Friends-In-Your-Mid-20s? _fp1=ppc_brand&_fp2=687135539&_fp3=36965493002&_fp4=waterstones&gclid=EAIaIQobChMIsZfcmp2a5QIVRbTtCh0wEg7sEAAYASAAEgLhUfD_BwE

24. What’s a GCLID? ‹#› https://www.waterstones.co.uk/How-To-Make-Friends-In-Your-Mid-20s?_fp1=ppc_brand&_fp2=687135539&_fp3=36965493002&_fp4=waterstones& gclid=EAIaIQobChMIsZfcmp2a5QIVRbTtCh0wEg7sEAAYASAAEgLhUfD_BwE

25. What’s a GCLID? ‹#› https://www.waterstones.co.uk/How-To-Make-Friends-In-Your-Mid-20s?_fp1=ppc_brand&_fp2=687135539&_fp3=36965493002&_fp4=waterstones& gclid=EAIaIQobChMIsZfcmp2a5QIVRbTtCh0wEg7sEAAYASAAEgLhUfD_BwE

26. 2) What’s an Imported Conversion? ‹#› Shows sales data in Google Ads “ Here’s Imported Conversions”

27. ‹#›

28. 3 ) What is your favourite colour? ‹#› Red Blue?

29. ‹#› Getting the Data Adding a hidden form in to capture GCLID

30. ‹#› Getting the Data Adding a hidden form in to capture GCLID

31. ‹#› Importing Leads (1)

32. ‹#› Importing Leads (1)

33. ‹#› Importing Leads (2)

34. ‹#›

35. ‹#› Were they happy?

36. ‹#› Client 2 - Rain Allergy Sells outdoor furniture Wants to maximise return

37. Using Weather data for PPC ‹#› For when your conversions get hit hard by the weather

38. Using Weather data for PPC ‹#›

39. Using Weather data for PPC ‹#›

40. Looking at the correlation between weather and conversion rate ‹#›

41. ‹#› Use a script you find off the internet

42. ‹#›

43. ‹#›

44. ‹#› Get API key from openweathermap.org Insert into script Insert Sheets URL into script Run Script Profit?

45. ‹#›

46. ‹#› Was Client 2 happy?

47. ‹#› Getting the highest visibility for a charity client who runs TV shows Client 3

48. TV Schedules ‹#›

49. ‹#› Show airs Show goes on 4oD

50. ‹#› Make sure you’ve got max IS bidding for Brand terms Create budgets around TV times Ensure you’ve got enough budget for each time slot

51. ‹#› “40% of adults in the UK use catch-up streaming services” - the Internet

52. ‹#›

53. ‹#› Most people probably finish work after 5pm

54. ‹#› Budget - x Mon Tues Weds Thurs Fri Sat Sun 0-17 17-19 19-22 22-00 Budget - e Budget - e Budget - e Budget - f Budget - f Budget - f

55. Automated rules to change budgets hourly/daily Custom scripts to change shared budgets hourly/daily ‹#›

56. Was Client 3 Happy? ‹#›

57. ‹#›

58. Using TV schedules and trends for non-related clients ‹#›

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61. ‹#›

62. To Think About What affects your client that you can’t immediately see? How can you implement that within PPC? ‹#›

63. Thanks ‹#› Rancer Cesearch

64. ‹#› End