Washington DC

The 10 Ws of Washington DC: must-read Microsoft Inspire preparation!

  • There's just over one week to go until Microsoft Inspire 2017
  • This year the annual Microsoft conference is being hosted in Washington DC
  • The 10 essential W's of Washington to make the most of your time

It’s not long until Microsoft’s biggest conference of the year, the newly-titled Microsoft Inspire, and if you’ve got your ticket, you’re probably just as excited as us!

Washington DC
Team Fifty Five and Five at WPC '16

We know how much there is to prepare, pack and polish (elevator pitches/presentations/shoes – circle most relevant) before you go, so to help speed things up, we’ve come up with the “The 10 W’s of Washington DC”. Treat this as your checklist for things you’ll need to pack or remember before and during the conference.

1. Walter E. Washington Convention Centre (plus checking in)

This year Microsoft Inspire will be hosted in Washington DC at the Walter E. Washington Convention Centre. It’s a 2.3 million-square-foot facility, which has the largest ballroom in the region and hosts the presidential inaugural balls (so don’t forget your ball gowns).

Washington DC

The convention center is located right in the heart of Washington DC, and a stone's throw from the White House (just a 19-minute walk).

To get to the conference quicker, it’s worth downloading your Business Travel support letter, which you can get from the Microsoft Inspire registration confirmation page. For non-US visitors, you’ll also need to ensure that you’ve got the correct travel documents, which are outlined on the US Government website.

Once you’ve landed in DC, you can collect your badge at the Airport from the Microsoft Inspire stand, which will save you some valuable time on Sunday!

2. Welcome session

So, after you’ve checked in to your hotel, you’ll want to head to the convention center (we’ll be at Stand #1236, so come and say hello!)

If you have been to Inspire before you've probably mastered this bit, but there’s a useful Microsoft Inspire First Time Attendee (FTA) program, which connects you with other first-time attendees and mentors to make sure you have the best time at the conference. You can sign up for this during registration!

We spoke with Microsoft's Rachel Braunstein who recommends heading to the Tweet Meet session in the Commons from 5pm on Sunday!

If like us, you’ve got clients and other partners to meet, it might be worth getting yourself familiar with Connect, Microsoft’s event planning tool; it will help you make the most of your introduction and interactions from the conference.

3. Wardrobe

Team Fifty Five and Five have attended the annual conference a couple of times before, so we’re Microsoft conference wardrobe-and-footwear experts.

You'll want to pack any Microsoft Inspire-themed company t-shirts, socks, or any other company ‘swag’ you’ve got to wear. And it might be worth carrying an extra layer in case the air-con is cranked up.

Also, if you get invited to any parties, make sure you've got some smarter clothes packed just in case--here's Fifty Five and Five attending last year's Microsoft UK James Bond themed event:

Washington DC

4. Workshops and sessions

There are hundreds of sessions at Microsoft Inspire, and we spoke to Dean Armintrout, Director of Partner Marketing & Events, for his advice. He recommends using the Inspire Session planner catalogue to help you to browse and search sessions you might be interested in attending. You can then plan any potential meetings with any partners or customers to make the most of your time.

[N.B. Microsoft's senior director of partner community marketing Kati Quigley advises being realistic with your schedule so you have some free time for those unexpected and wonderful conversations][mks_separator style="blank" height="2"]

Want a tip on a great session to get started? Head over to the Partner Expo on Monday 10th July at 2:30pm where Fifty Five and Five's Chris Wright will be listing the “Ten ways to create great content”.

5.  Women in Technology (Lunch)

With growing success year-on-year, the IAMCP WIT (International Association of Microsoft Channel Partners) Women in Technology have a large presence at Microsoft Inspire. They’ll be hosting the annual WIT luncheon, which gives women from across the globe a chance to connect and discuss the impact they’ve made and the future impact they will make. There will also be a WIT panel discussion. The luncheon will be hosted on Wednesday 12th July between 11:30am–1pm.

6.    Ways to stay connected

There is so much to see, do (and tweet) from Microsoft Inspire, and it can be a bit overwhelming. We spoke to Rachel Braunstein, Marketing Manager for Microsoft and Social Media Manager for Microsoft Partners for advice on using social media at the conference.

To stay connected at the conference, your best bet would be following the MS Partner presence on Twitter, liking them on Facebook, and connecting with them on LinkedIn. They’ll be live streaming and sharing news and content from the conference! Don’t forget the official hashtag is #MSInspire!

7.    Who do you want to connect with?

One thing that we have learned from Microsoft conferences is to make a note of all the people you want to meet at the event beforehand. Whether it’s a list of customers, clients or just other partners, it’s best to debrief your team who is on your company's hit list.

Putting this kind of plan in place will also help you to build your Microsoft Inspire schedule, and work out how much time you want to spend at workshops, networking or manning your stand.

8.    Waffles and peanut butter bacon pop-tarts

BBQ ribs and homemade peanut butter bacon pop-tarts are some of the best recommended foods to eat while you’re in Washington DC. The Walter E. Washington Convention center is bang in the middle of the city, so there’s plenty of hotels, restaurants, and bars around the area. In fact, here’s a guide to help you find your bearings.

Washington DC
Because waffles

If you’ve got some free time after the conference and Microsoft Inspire Partner Celebration (and you've had your fill of peanut butter bacon pop-tarts) there's so much to do in DC. Make sure that you ‘Show Your Badge’ for discounts at the best restaurants and attractions.

9.    Working around the clock/globe

Although you’ll be enjoying Microsoft’s annual conference, there’s still work to be done back in the 'real world' (unless you’re super organised). It might be worth planning ahead, and if you need to keep in touch with clients and customers, be sure to work in the right time zones. We’re using the same time zone calculator as last year.

10.    Where did you rank?

And last but certainly not least, don’t forget to sign up for our Microsoft Top 50 Inbound Marketing Excellence 2017 Report. Now in its third year, the report ranks 25,000 Microsoft Partners for their marketing and credits the very best. The report is officially released at Microsoft Inspire on Monday 10th July – so come along to stand #1236, get your free copy and see where you ranked!

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Microsoft Inspire social media

The perfect Microsoft Inspire social media strategy: interview with Rachel Braunstein

  • Interview with Rachel Braunstein, Marketing and Social Media lead for Microsoft Partners
  • Advice and tips for building the perfect Microsoft Inspire social media strategy
  • Tips on where to find out the latest Microsoft Inspire news and updates

With less than a month until the Microsoft Inspire conference, we’ve been speaking to Team Microsoft to get us as prepared as possible for Microsoft’s biggest event of the year! In our latest Microsoft Inspire interview, we spoke with Rachel Braunstein—Microsoft's Digital Marketing Manager leading social media strategy for Microsoft Partners—to find out what makes the perfect Microsoft Inspire social media strategy and how Partners can stay connected with the conversation.

There’s been so much information about Microsoft Inspire and what’s in store for partners. What are you looking forward to the most?

This is going to be my third Microsoft Partner conference, and what’s really exciting is its new brand name, Microsoft Inspire. To change from the Worldwide Partner Conference name to Microsoft Inspire has honestly inspired and invigorated both the internal Microsoft teams and our partners. It’s reflective of how the partner community inspires other partners and us, and everyone I’ve spoken to about it seems really excited!

We just announced our Keynote Speakers with Satya [Nadella], our new CVP Ron Huddleston, President and Chief Legal Officer at Microsoft Brad Smith and CVP Gavriella Schuster just to name a few. For me, I get very inspired by hearing our executives set the tone for the year and what direction we’re going to go in this crazy digital economy. A lot is going on across the globe, both exciting and challenging, and Microsoft plays a big part in making positive changes.

I’m looking forward to seeing our vision from the keynotes, hearing the stories from our customers and talking to partners. Hearing about all the incredible work our partners are doing is always the most fun for me. I’m also looking forward to being in Washington, D.C., and the energy that the city gives across the globe. It’s going to be a special time to be in the capital.

For partners heading to the conference, how do you think they can use social media for Microsoft Inspire?

The social conversation is happening 365 days a year—I live and breathe this digital conversation every single day since I manage the Microsoft Partner Network social strategy. For me, Microsoft Inspire is about taking this conversation that’s ‘always on’ and bringing it to life for the 16,000+ attendees that are going this year.

We have many different channels to engage in conversations with our fans.  With nearly 200,000 followers on Facebook, the same on Twitter, and 10,000+ on LinkedIn, we’re engaging with our partners in all different ways.  I also own the corporate blogs on the Microsoft Partner Portal, the MPN YouTube page, and host and execute our podcast channel, so I’m constantly interacting and trying to get a pulse on the business conversation. We’ll be super active on social media during Microsoft Inspire using #MSInspire—the keynotes will be live streamed every day on the MPN portal, and we’ll be blogging and engaging in conversation on Twitter and Facebook. Social media is going to be a place where you can tap into the conversation, see what news is hitting, connect with other partners, and stay on the pulse of the conference conversation. We’re encouraging everyone to use the hashtag #MSInspire and follow us @msPartner as much as possible!

Another thing I’d like to mention is LinkedIn. This year we had to think about how we could encourage partners to use LinkedIn and connect with partners. So this year, partners can add their LinkedIn profile information to their Microsoft Inspire profile and easily connect with other registered partners on LinkedIn from our tools. LinkedIn is the place where business gets done and where customers can be found, so we strongly encourage partners to connect with as many people as possible while at the conference. Social selling is all about how you’re going to use digital platforms to engage with potential customers early in the buying journey, and LinkedIn is the place to do that.

It’s super important to have both a personal and company profile. There are still some companies that haven’t done that. It’s an untapped resource, but is very important, as we develop our relationship with LinkedIn. Having both a personal and company profile is an essential part of building an influence online and reaching customers.

The Microsoft Partner community is so big; it can be hard to stay up to date with everything. What are the best channels to follow and keep up to date?

The best channels are Facebook, Twitter, LinkedIn and our MPN podcast. From there you’ll be able to keep up to date with our blog and major news. I also want to mention the relaunch of the Microsoft Partner community. That’s a really wonderful forum to engage with partners and ‘Microsofties,' to ask questions and join discussions.

This year there’s going to be lots of tips and tricks for first-time attendees, and ‘know before you go’ kind of information on the Microsoft Partner Community. I would definitely recommend for partners to sign up and use it throughout the year. There is also a hashtag #New2MSInspire for partners mentoring or bringing in new attendees. We have quite a lot of first-time attendees, so this hashtag will embody that conversation and include a 'tweet meet' on Sunday for those first-timers.

Before the conference, is there anything Microsoft Partners should be doing on social media?

Firstly, there are a few personal things to consider before you go to a conference:

  • What is your brand?
  • What are your priorities while on-site?
  • How do you want to build your influence and authority on social?

The reality is you cannot survive in this digital economy without having a presence on social. 80% of buying decisions are made before any contact is made. People are looking at your Facebook, Twitter, LinkedIn, your website, the blogs you’ve put out there, everything. So take a second and think about who you are and what you stand for. Have a voice and be you. Stand for something and show your expertise to the world.

When thinking about how to use social media, my recommendation is to think about how much time you have and what channels you want to commit to using every day. LinkedIn should be your number one priority, as this is for business conversation and thought leadership, and it’s really a place where you can show off your expertise and credibility with relatively little effort. Get that profile up there, use the best pictures, update your location and dedicate two to three hours of your time to making it look really good before you get to the conference!

Another great channel is Twitter since it’s so quick, easy and instantaneous, making it perfect for following people you enjoy and adding quick value to your followers. Absolutely follow MS Partner—we are going to be giving you the best information, news, and resources not only during the conference but throughout the year.

Also, make sure you have the Microsoft Inspire application on your phone and get yourself prepped, even if it’s a week before. You’re going be engaging with a lot of people, so it makes things a lot easier to pull something up from your phone or look up the Microsoft Inspire news.

Do you have any tips or advice for partners for their Microsoft Inspire social media strategy while at the conference?

I think my tips for partners would be:

  1. Make sure you have a high-quality LinkedIn profile and check to see if your company has one as well
  2. Follow @msPartner on Twitter and Facebook and check out the Microsoft Partner community for any information
  3. When you’re in conversation with someone, make sure to connect with them! Facebook, LinkedIn, Twitter or whatever platform they’re comfortable with. I do it all the time; I’ll be talking and just ask them before I forget! Some people may have business cards at a conference like this, but really you should be connecting on LinkedIn especially if you have a good profile.
  4. When you do connect on social, send a note with that connection. Whatever it is, just say ‘love what you said while chatting at XYZ session, so great to talk to you!’ It’s all about networking, and once the conference is over it will be so much easier to look back at your notes and the connections you’ve made.
  5. Post wherever you're comfortable and use #MSInspire and #New2MSInspire! Tag @msPartner and use #MSPartner 365 days out of the year. We’ll be showcasing a lot of posts before the keynote starts on the big screens, at the social wall in the Community Hub, and in the Nationals Stadium so you may see your posts on the big screens!

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We want to say a huge thank you to Rachel for sharing her thoughts for our Microsoft Inspire blog series! Don’t forget to follow @MSPartner for the latest news, blogs, and podcasts!

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Want help with your social media strategy for #MSInspire?

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how to measure Google Ads success

Guide to monitoring your PPC AdWords Campaigns

  • Part three in our five-part series on PPC ads success
  • Guide for daily monitoring of your Google Ads campaigns
  • Key tips on how to measure Google Ads success

This is the third post of our ‘Managing your PPC’ blog series. By now, you know the basics of PPC, and you’ve set up your campaigns. Today, we’ll be guiding you through the monitoring of your PPC campaigns — the day-to-day basics you should follow to keep your Google Ads campaigns on the straight and narrow.

Please note: for this blog series, we’re focusing on creating your Google Ads campaign(s) on the ‘Search Network’ only. In short, this means it will only appear on Google search, rather than running on third party websites and YouTube channels.

What should you be monitoring in your Google Ads campaign?

Once you log into Google Ads, you have an overview of your campaigns dashboard, which will give you a quick and clean overview of how your campaigns are doing.

Depending on your workload, I’d recommend checking in with your campaigns on a daily basis, even if it’s just to check all is going to plan. At first glance, it can be slightly overwhelming looking at all the different stats, charts and drop down menus. To be honest, for simple campaigns or a quick health check, you’re only going to need to look at a few of these.

Now, before you panic that you’ve gone over your budget in 3 days or you’ve completely underachieved the estimated clicks, make sure that you’re looking at the right time frame. If you’re the only person in your team using Google Ads, this won’t apply to you, but it’s useful to know for those working in a bigger team. Every time your campaigns ends, the date selected sticks, so when you log in, you’re viewing from the date which was previously selected!

To make sure you’re getting the right data, clicks and spend, choose the time frame you’re looking at:

how to measure adwords success

So now we’re looking at the specific dates, we can start checking all is in order. To make things easy, we’ll be looking at the dashboard view.

It’s worth noting that Google Ads can present your dashboard with campaigns that may not be a real snapshot of your campaigns. If you make changes to your ads or keywords mid-campaign, for example, it removes these from certain dashboard views. To put this into context, Google will deactivate any existing keywords you’ve changed if you’re viewing your campaigns. If you’re doing a weekly report for your team or client, and you’ve made changes to your campaigns, you want to report with the 'all campaign' views. This will make sure you’ve got any existing keywords that may have previously been used in the campaigns, which may have been removed.

how to measure adwords success
All campaigns view
  • As indicated in post #2 , you should have a campaign budget, and ideally, a weekly budget. It’s always worth checking that your current spend is on target, or within the budget. By checking this every day, you’ll spot any campaigns that are using up a lot of the budget. If you need to increase your budget or the length of the campaign, this can be done in ‘AdGroup settings.’
  • The Cost Per Click (CPC) is the amount it costs you when someone clicks on your ad. This will vary per keyword based on the competitiveness. In each AdGroup, I’d recommend setting the maximum CPC per keyword, rather than setting an average for each keyword – remember you want to spend the least possible!
  • Looking into your CPC bidding strategy a bit further, you can bid based on the position and page you’re aiming for. If your AdGroup had a generous budget, you could afford to bid higher for those top positions. To make sure that you can fully understand your bid strategy, make sure that you’ve added the appropriate

Budgeting and bidding on Google Ads campaigns

So, let’s say you’ve got a large budget, and you’re trying to get your ad to show for a relatively competitive keyword. Ideally, you’ll be bidding above the ‘estimated first position bid.’ You don’t need to bid much above that estimate, but a little higher. If perhaps you’ve got a smaller budget, then you can bid for top page, and then first page bid.

  • You can view these on the top tabs and broken down into different extension options. I’d recommend adding:
    • Sitelink extensions
    • Structured Snippets
how to measure adwords success
Adding site extensions

In this view, you can see which structured snippets have performed best for your campaign and make any necessary changes.

  • The stats that you and your client are likely to be interested in are the ‘clicks’ and ‘CTR’ (click through rate), as this indicates if you’re doing things properly. To get a good idea if your campaign is performing, you want to work out the weekly estimated clicks you’re going to get with your budget.
  • The number of clicks will determine the CTR, so the higher the number of clicks the better. There’s a lot of information out there saying what the perfect CTR, but I trust HubSpot. For B2B ‘search’ – remember if your campaign is GDN or Search, which for this campaign blog series it is, you want anything between 1.3-2.5%. If your impressions are high, but clicks are low, then your CTR isn’t going be high. This is a good indication that perhaps your ad copy isn’t relevant, or the keywords you’re using aren’t appropriate. Either way, a low CTR is a warning sign.

Now might be a good time to note that things don’t happen overnight, and as we know, good things take time. To get a real indication of your campaign performance, it’s best to wait a week before making changes. If you’re reporting to your stakeholders on a weekly basis, it’s a good chance for you to get a 7-day-view of the campaign—leaving enough time to justify a change to your campaign.

  • You need to consider “all” keywords in the AdGroup generally. If you make changes to keywords, Google Ads will remove the old keywords unless you have them in a particular view. If you don’t view this as a whole, you might not get accurate spends and clicks.
  • Changes can take longer than a week to take proper effect, so you have to be patient and maybe wait for ten days to decide if something is working.

As my team and I do, I’d highly recommend you reporting to your team or client on a weekly basis. Even if it’s just to give them an idea of how your campaign is doing—if you’re on track to hit or exceed click target, whether the budget is under control and if your ads are relevant for the audience you’re trying to reach. Given your PPC campaigns can be a hefty investment, it can be too risky not to monitor.

In the next post in our Managing PPC campaign series, I’ll be discussing when things go wrong and sharing our PPC disaster recovery plan to help get your campaign on track. Make sure to follow us on Twitter (@takefiftyfive) and Facebook to know when we publish the next post!

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Learn PPC marketing using Google AdWords

Learn PPC marketing: 5 BIG IMPACT tips

  • Beginner's guide to learn PPC marketing
  • 5 steps for preparing ads for your PPC campaign using Google Adwords
  • Everything you need to know when creating your ads

This post is the second in our series to help you learn PPC marketing. In our first post, we touched on the basics of a PPC (pay-per-click) campaign, and Google AdWords in particular. In this post, we’ll guide you through the preparatory stages of creating ads for your own PPC campaign.

Running a PPC campaign is a huge investment and requires serious planning. Deciding what ads you should produce, where they’ll be placed online and how to target them will have a serious impact on the success of your PPC campaign

If you’re new to the world of running a PPC campaign, the process can feel intimidating. So, to make it easier, today’s post will help you learn PPC marketing fast so you can have the greatest impact.

We’ll help you learn PPC marketing in 5 simple steps:

  1. Defining the audience

  2. Deciding on your keyword strategy

  3. Planning your budget

  4. Creating ad copy that converts

  5. Enhancing your ads

Please note: for this blog series, we’re focusing on creating your AdWords campaign(s) on the ‘Search Network’ only. In short, this means it’ll only appear on Google search, rather than running on third party websites and YouTube channels.

Learn PPC marketing: define your goals

Before you log into your AdWords account, you first need to think about why you’re doing this PPC campaign. What’s the ultimate purpose of the campaign you are about to start spending your precious marketing budget on? Is it to encourage more sales? Increase brand awareness? Or to promote a new product or service? As we highlighted in our first post, having a defined goal is key.

Read on to learn PPC marketing in 5 steps:

1. Have a clear idea of your audience and how you'll reach them

Understanding your audience is the foundation to any campaign. For example, if you work in Europe, are you targeting the whole of Europe? Or just those countries where English is the primary language? Does your company have a hierarchy of those countries most important to them? Every company is different, so know your audience inside out.

The beauty of Google AdWords is that you can focus your ad to specific locations you’re trying to target, rather than firing them out to the whole world. This helps you tailor your ad, allocate your budget and build your unique UTM codes (which we’ll cover later). You may be running a campaign only directed at one location, which is simple. But if you’re taking a more granular approach, and weighting your campaign between different countries (e.g. 91% towards UK, 4.5% towards USA, 4.5% towards Canada), you need to allocate your budget beforehand.

Now, it might feel like it’s more work, but we’d recommend creating a campaign per region. This means that if you’re running a campaign in different regions, you can get a granular overview of each campaign. Of course, you don’t want to go too granular, as that can become counter-productive. As much as it’s possible, try to keep things simple.

Learn PPC marketing using Google AdWords
Example AdWords campaign dashboard


2.  Create a detailed keyword strategy

So, now you know where and who you’re targeting, you need to figure out what terms people in those regions will be searching and those golden buzzwords that will get you conversions. Welcome to your keyword strategy.

When thinking about your keyword strategy, you need to consider a few things:

  • How much budget do you have? Keywords have an average cost per click (CPC), which is how much you’d pay every time someone clicks, so you need to calculate how much you can spend on your chosen keywords.
  • How relevant are your keywords? Assuming you know your campaign material inside out, highlight any relevant buzz words that crop up throughout the campaign.

Note: if you pick keywords not related to the page or content you’re advertising, you’ll be penalised by Google, your quality score will be poor, and thus your ad won’t perform.

  • As with everything, Google has a useful (paid) tool: Google Keyword Planner. This highlights the search volume and CPC for keywords you’re searching, and suggests relevant terms you could use.
  • What keyword type are you going to use for your campaign? There are four keyword match types that you can use:
    • Broad match type – this is the default and reaches the widest audience, which appears whenever a user’s search includes any words in your keyword, in any order.
    • Modified broad match – targets a wide audience, but locks the audience by putting a '+' in front of keywords, which tells Google the search must include the term.
    • Phrase match – which has more control. The ad only shows for searches in the exact order you’ve listed, although words can come before or after.
    • Exact match – the most specific search match: users only see the ad when they type in your keyword on its own

Once you’ve chosen relevant and affordable keywords, you need to put these in your ‘AdGroup’ keywords within your campaign. When you set this up, based on your given budget, Google will estimate how many clicks you’re likely to get. Here’s a good chance to make changes (if necessary!)


Learn PPC marketing using Google AdWords
Adding keywords to AdWords campaign

3. Know your budget and the 20% rule

It’s likely you have a clear budget in mind and know how it’ll be allocated towards your PPC campaign. But, have you decided how long you want this campaign to run for, and have you factored in the 20% rule?

When creating your campaigns, you would normally give it a start and end date, at which the campaign will stop automatically.

So before getting started you need to figure out what your daily budget will be, based on the length of your campaign. And when working this out, you need to give yourself a little extra breathing room. While AdWords will stick to your overall budget, it sometimes can spill over by up to 20%, which you need to consider when creating your campaigns.

For example, if your budget for the whole campaign is £10,000, you could potentially hit £12,000 as your total spend—which can come as a nasty shock! Rather than allocating your budget as £10,000, tell Google that your actual budget is about 15-20% lower. For instance, if you tell Google your budget is £8,300, when 20% is added on this figure, you'll come in just short of your real £10,000 budget.

We’d also recommend reviewing your campaign on a weekly basis so that you can stay on top of things over a seven-day period. By that we mean, you know your total budget, you know your daily budget... so what does that give you for the week?

Say you have a £10,000 budget for an eight-week campaign: you’d allocate £8,300 to AdWords, and then split it into eight weeks. When reporting to senior stakeholders on spend, you know that you have a weekly budget of just over £1,000, so they can see how well you are doing and whether you are about to massively overshoot or underperform on allocated spend.

4. Creating ad copy that drives conversions

So now we have the basic structure underlying our campaign, we need to make sure we can lure that audience in. There are some things to consider for creating the perfect ads (we briefly covered this in our 1st blog):

  • Your headline should not exceed 60 characters
  • You URL path should not exceed 30 characters
  • Your description should not exceed 80 characters

Like your keywords, your ads should be relevant to your landing page. If they’re not, this can affect your AdRank quality score as this video shows:

We’d recommend running two or three variations of your ads per campaign, testing different titles and descriptions as you go. You could test the success of ads with questions, stats, and statements and test these over a two-week period – you could treat your spare ad copy as a ‘back up’ if the others don’t perform as expected.

Learn PPC marketing using Google AdWords

5. Tracking the performance of your ads with UTM codes

Let’s say your goal is to drive people towards a landing page, which contains the awesome report you’ve just produced. How have they got there and which ads helped drive them there? Without UTMs, it’s almost impossible to know.

A UTM (Urchin Tracking Module) code is a small snippet tag that you can add to the end of the URL link in the ad, which helps identify the link in Google Analytics. It tells you how visitors came to land on the landing page. For example, if your main objective was to get clicks from the UK and U.S., your UTM will be able to tell you exactly how each region is doing.

Our recommendation is to create a UTM snippet per ad campaign. That way when you come to tracking conversions, you will know which ad campaign was most successful. In the long run, they also help you identify which ads aren’t performing, which means you can decide to remove some budget or re-adjust some of your keywords.

Learn PPC marketing

So, there we go. By preparing thoroughly for your own AdWords PPC campaign, you’re giving yourself the best chance for success and meeting your goals.

Want to continue to learn PPC marketing? Stayed tuned for Part 3 of our PPC campaign blog series where we cover the day-to-day management of your campaignsMake sure to follow us on Twitter (@takefiftyfive) and Facebook to know when we publish the next issue!

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Want help creating the perfect PPC ads?

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