Calvin Crane PPC Manager

What platforms have I worked with?

As a PPC Manager I have placed ads on Google Search (including partner sites), Google Shopping (Merchant), YouTube, Facebook, Instagram, Pinterest and LinkedIn.
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What qualifies me for PPC Management

I have worked it’s true with smaller companies but I would argue that every penny is even more vital. Though I would certainly not be flippant with a bigger account. I am all interested in the metrics. My main skills are with Facebook/Instagram creative and Ad configuration and Google search Ads.

Walk through Ad creation and Facebook metrics

Let us create 2 video creative same video but different Ad copy. We attach both these to 10 different Ad sets under CBO. Campaign Budget Optimisation. For a big brand traffic might be the intended result say for launching a new model of mobile phone or an autumn range of clothing for women. Upon checking the daily budget and making sure the copy is good accurate and on brand we publish the Ads. Depending on the campaign and options scheduling may also be set. We consistently track the progress of the Ad. CBO does a lot of work for us however we are looking to test and find the best performing Ad sets. We may continue to test Ad sets against the kinds of conversions we need. The first important metric is CPM Cost Per Million is our indicator the Ad is performing. Facebook lowers this the better an Ad is performing as Facebook want’s good Ads. It is also governed by the targeting we chose and the type of placement and type of Ad. For example video outperforms carousel, which outperforms image. There are also mobile experiences and catalogue based ads to try out. Back to the metrics we would perhaps drop poor Ad sets with higher CPM. Indeed the CBO would be doing this itself somewhat. Ok so we have a decent Ad the next metric is CTR Click Through Rate. Is related to CPM and should be higher the better depending on the type of conversion required too. Low CTR indicates disinterest. So with low CTR check the interest targeting and analyse the 2 different Ads. We are split testing the creative and copy. If both are not performing we can try another Ad or Ad set. A click through rate of 1.5% should be the lowest for say a conversion objective of ‘purchase’. These rates will be dictated by the niche to a degree. 0.8% might be good in some where it’s a hard sell idea or item but for the advertiser the ROAS makes this interesting still. ROAS is available to us if tracking is set up on the conversion. This is the metric that tells us if there is actually a profit (though doesn’t account for all business costs). If we are doing brand awareness this is not such a key metric but it is useful to be ale to calculate it.

Google Search Advertising

Having a better destination landing page massively helps and understanding SEO are the keys to effective search marketing through Google Ads. Even brands ranking at the top also like to do PPC to overtake the screen real estate above the fold. Especially since the local results block now forces the best #1 result down the page. I have created many search campaigns and they rely on understanding the keywords and volume. Split testing Ad copy is essential and also landing page split testing helps find what people prefer. I also understand the different ways to control the bid, by device or strategy like enhanced CPC.

Google Shopping

I have worked in product feeds using both XML and Google Sheets.  The latter gives much more control but is not very manageable at scale. And there is the main issue with Google Shopping. It is very automated and can cost you if the conversions are low. On my own shopping store it remains the best way for me to advertise my products beyond all the others. I have experience in creating shopping campaigns and filtering products and monitoring the results adjusting bidding etc. The landing page again is very important and can affect the CPC. Copyright © 2019 Calvin Crane