If you are using AdWords with an e-commerce site and have a decent amount of traffic and sales then you should definitely check this out. Here’s some real world examples:-
I’m not sure which one I got wrong. It may have been the one which asked ‘how do you increase clicks on a campaign that is limited by budget’. There were 2 correct answers. 1. Increase budget. 2. Decrease bids.
Seems to be working reasonably well in most cases so far… Here’s one example :- This is a campaign that is somewhat seasonal, and it would usually make more sense to compare to ‘previous year’ rather than ‘previous period’, but I couldn’t in this particular case. At any rate it is still a bigger improvement than another shopping campaign in this account that has using enhanced CPC bidding during the same periods.
Here’s a summary from a couple of my own sites for the past 12 months. Bear it in mind when you are designing your own creatives for the Google Display Network.
(Expire 30th June 2016).
Here’s a rough comparison of traffic you can get on AdWords from just a few of the major cities in Great Britain compared to Ireland (republic of) and N.Ireland. Bear this in mind before you exclude all of GB for your online e-commerce or lead generation…
I read this article http://www.stateofdigital.com/new-generator-electric-world-search/ recently which says that Bing’s market share in the UK is now 17.8%. Here’s an old article of my own using 2014 data – https://www.ppcni.com/worth-setting-bing-ads-account-uk/3531/ which showed it was pretty close to 10%. This is a bit out of date now, so let’s look at the last full six months of e-commerce PPC only data for the UK from 1st August 2015 to 31st January 2016. Bing Ads Sessions = 20.87%! Bing Ads Revenue = 15.45%! (Transaction value up 15% from the same period the previous year compared to only a 5% increase from AdWords). *The Bing Ads and Google AdWords accounts for this e-commerce site are not directly comparable (different amounts of brand traffic and shopping traffic to name just 2 factors) and lots of factors outside my control can affect results. Even so, it does look like Bing is starting to take market…
Now with postcodes for Northern Ireland and Great Britain, so you can exclude people searching for a product or service within a postcode to which you cannot provide that product or service. e.g. I have seen a campaign where England was explicitly excluded as a location in campaign settings, but ads were still shown when someone searched using an English postcode (something that Google should really have a better handle on but there you go). https://docs.google.com/spreadsheets/d/1pwTTFH714InYersKDjScTmAaCv-GdXq4bFkJ6Md9S_4/edit?usp=sharing When I get time I’ll try and segment postcodes by England, Scotland, Wales also. Feel free to copy and paste from this (click on the image below to open the Google Spreadsheet and hover over column heading to view comments).
You should all be doing this already. But here is a wee reminder:-
Feel free to copy and paste from this (click on the image below to open the Google Spreadsheet and hover over column heading to view comments).