Extracted from the brain of our PPC specialist Andrew, like death star plans from a droid – feel free to use.
Image and transcript below – use the force on your own campaigns and get in touch if you want more.
How to PPC like a Jedi
A trilogy of tips
Aim for accurate attribution
A ‘last click’ model to assign attribution is an old-school way of analysing user conversion journeys.
Use Google Analytics insights to help build attribution models for different accounts taking in multiple customer touch-points.
Deploy Google Tag Manager
GTM’s user-friendly simplicity means you usually don’t need web developers to implement tracking.
It’s great for tracking soft conversions, or lead gen – don’t just assume a campaign is failing, it could be generating 100s of phone calls.
Consider Bing AdWords
Depending which source you believe, you may miss between 8-20% of search volume by not advertising on Bing.
It’s likely nearer the lower end – but Bing ads face far less competition, at a much lower cost-per-click.