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IHG PPC Presentation

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by

Lars Houston

on 3 May 2017

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Transcript of IHG PPC Presentation

IHG PPC Presentation
Generic Keywords Problem
Presented with correct landing page
Use keywords from website
Include URL text
Think like a customer
Who is you your target audience?
Keyword Planner - costs, CTR
Use long - tail keywords
Variation of match keyword types
Negative keywords
Storytelling
Aim
Objectives
To create profitable generic PPC campaigns and grow revenue for IHG hotels
1. To grow revenue and conversions through effective campaigns
2. To maintain a healthy ROI using AdWord tools
3. To build out or opitimize campaigns for long term success
Audience
Keywords
Align Ad Copy with Landing Pages
Expensive
Fierce competition
Budget aware
Crucial to attract new customers

"A user decides within 7 seconds if to stay on a landing page or press the back button"
PPC Hero
Ad Extensions
Sitelink
Location
Review
Snippet
Distinctive ad
Generate clicks
Reduced cost per click
Increases quality score
Can increase conversions
Dimensions
Examples
Optimize
Know your target audience
Implement extensive keyword research
Align the ad copy with landing pages
Generate multiple ad extensions
Schedule ads effectively
Create separate campaign targeting remarketing list
Optimize accordingly
Holiday Inn

City breaks
Families
Couples
Brand loyal
Create clear and specific goals
Demographics - age, gender
Segmentation - time, device, click type, top vs other
Remarketing (RLSA) :
Create separate RLSA campaigns
Bid high on top performing keywords/generic
Bid and target
Specific tailored ads - discounts/offers
Quality score increases
Ad relevance
Cost per click reduces
Higher Ad ranking
Reduces bounce rate
InterContinental

Business
Conferences
High income
Luxury
Search terms
Final URLs
Time
User locations
Create -> A/B Testing -> Tracking -> Adjusting -> Repeat
Google Analytics
Google Trends
Keyword planner
iSpionage - spy tool
AdWords editor - multiple campaigns
New opportunities
Excel Pivot Tables
To Conclude...
Full transcript