10 Deadly Sins in Your PPC Account & How to Fix Them
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PPC expert, Erin Sagin, will reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.
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10 Deadly Sins in Your PPC Account & How to Fix Them
- 1. #ppcsins @ErinSagin 10 Deadly Sins in Your PPC Account & How to Fix Them
- 2. www.wordstream.com/learn Want to get smart in paid search? #ppcsins @ErinSagin
- 3. Join the conversation on Twitter #PPCSins @WordStream @ErinSagin #ppcsins @ErinSagin
- 4. Meet Erin #ppcsins @ErinSagin • PPC Evangelist & Community Manager • 4+ years at WordStream • Hoola hooper, avid traveler, and Netflix devotee • Tweet me! @erinsagin
- 5. I Went to Catholic School for SIX Years #ppcsins @ErinSagin
- 7. #ppcsins @ErinSagin Confession #1: My Account Is A Mess
- 8. #ppcsins @ErinSagin You’re Account is Overstuffed & Disorganized!
- 9. #ppcsins @ErinSagin Most of Your Keywords Aren’t Getting Impressions!
- 10. #ppcsins @ErinSagin Do your ad groups have over 30 keywords? Do you have a massive amount of ad groups and/or campaigns? Are you not sure why your account is structure the way it is?
- 11. #ppcsins @ErinSagin Penance: Restructure Your Account
- 12. #ppcsins @ErinSagin Delete the Junk!
- 13. #ppcsins @ErinSagin Utilize Tools to Split Ad Groups or Build New Campaigns/Ad Groups
- 14. #ppcsins @ErinSagin Confession #2: I Abuse Broad Match
- 16. #ppcsins @ErinSagin How Broad Match Really Works In the words of Google: Broad Match lets a keyword trigger your ad to show when someone searches for: • that phrase • similar phrases • singular or plural forms • misspellings • synonyms • stemmings (such as floor and flooring) • related searches • other relevant variations.
- 17. #ppcsins @ErinSagin crab CAKES GERMAN Oktoberfest extra DARK candy bar WEDDING gown
- 18. #ppcsins @ErinSagin Explore Different Match Types
- 19. #ppcsins @ErinSagin Implement a Tiered Bidding Strategy Keyword Match Type Base Bid % Increase Max CPC chocolate cakes exact $1.00 30% $1.30 +chocolate +cakes phrase $1.00 20% $1.20 “chocolate cake” modified broad $1.00 10% $1.10 [chocolate cake] broad $1.00 0% $1.00 Higher Relevancy = Higher Bid
- 20. #ppcsins @ErinSagin Confession #3: I Rarely Use Negative Keywords
- 22. #ppcsins @ErinSagin Penance: Use Them!
- 23. #ppcsins @ErinSagin First: Learn How Negatives Work Negatives can be applied at different levels • Account level negatives Example: Do you sell tennis rackets, but not for kids? Make keywords like “kids” and “children” account level negatives • Campaign level negatives Example: “Tennis rackets for beginners” campaign – make “advanced” and “intermediate” campaign level negatives • Ad group level negatives Example: “Branded tennis rackets” campaign – for “Wilson brand” ad group make the other brands ad group level negatives
- 24. #ppcsins @ErinSagin Use QueryStream to Identify Negatives & Set Negatives
- 25. #ppcsins @ErinSagin Confession #4: I’m Overbidding for Position #1
- 26. #ppcsins @ErinSagin Are You Lusting After Position #1?
- 27. #ppcsins @ErinSagin Overbidding Is Dangerous You may be: • Negatively impacting your Quality Scores • Driving your CPA up too high • Instigating a bidding war
- 28. #ppcsins @ErinSagin Penance: Set Smart Initial Bids Use the Top of Page CPC and Page #1 CPC details to establish initial bids and tweak from there!
- 29. #ppcsins @ErinSagin Invest in a Bid Management Platform
- 30. #ppcsins @ErinSagin Confession #5: I’m a Lazy Account Manager
- 31. #ppcsins @ErinSagin How Often Do You Log Into Your AdWords Account? • Hourly • Daily • Weekly • Monthly • Quarterly
- 32. #ppcsins @ErinSagin According to our research, 50% of SMBs only do optimizations once per quarter…. THAT’S ONLY 4X A YEAR!!
- 33. #ppcsins @ErinSagin Are You Relying Solely on Google’s Suggestions to Optimize?
- 34. #ppcsins @ErinSagin You might notice a common theme…
- 35. #ppcsins @ErinSagin Not all of us have money to blow….
- 36. #ppcsins @ErinSagin Penance: Use Tools like the 20 Minute Work Week
- 37. #ppcsins @ErinSagin Confession #6: I Focus More On My Competitors Than Myself
- 38. #ppcsins @ErinSagin Do You Have An Unhealthy Obsession With Your Competitors’ Accounts? Don’t be this girl…
- 39. #ppcsins @ErinSagin Penance: Your Keywords Should Align With YOUR Offerings None of these are actually next day delivery!!
- 40. #ppcsins @ErinSagin Analyze Your Search Query Report *Pro-Tip: If you’re converting on a term that is NOT currently a keyword, consider adding it to your account!
- 41. #ppcsins @ErinSagin Don’t Be A Copy Cat
- 42. #ppcsins @ErinSagin Confession #7: My Ad Copy Stinks
- 43. #ppcsins @ErinSagin Do Your Ads Stand Out?
- 44. #ppcsins @ErinSagin Identify Your USP What makes your product service unique? • Quality • Pricing • Service • Convenience • Other benefits?
- 45. #ppcsins @ErinSagin Tout Your USP Feature your USP Here!
- 46. #ppcsins @ErinSagin Make Your Ads Pop Using Extensions Benefits: • Provide additional information • Free!! • Minimal maintenance • Cover more SERP real estate Up To 30% More Clicks!
- 47. #ppcsins @ErinSagin Extension Options Are Endless Formats: • Sitelink Extensions • Callout Extensions • Review Extensions • Call Extensions • App Extensions • Location Extensions
- 48. #ppcsins @ErinSagin Create Urgency With Ad Customizers As sale ends (or quantity goes to zero), CVR increases up to 3x!!
- 49. #ppcsins @ErinSagin Confession #8: I’m Not Tracking My PPC Progress
- 51. #ppcsins @ErinSagin You might not be doing as well as you thought…
- 52. #ppcsins @ErinSagin Penance: Set Up Conversion Tracking
- 53. #ppcsins @ErinSagin … Call Tracking While You’re At It
- 54. #ppcsins @ErinSagin Report on Your Progress
- 55. #ppcsins @ErinSagin Confession #9: I’m Avoiding Remarketing
- 56. #ppcsins @ErinSagin Reality: People Rarely Convert The First Time They See An Ad
- 57. #ppcsins @ErinSagin I Love Jeni’s Splendid Ice Cream More Than I Love My Boyfriend
- 58. #ppcsins @ErinSagin It’s An All-Too-Expensive Vice $12 $2.99
- 59. #ppcsins @ErinSagin I Tried To Stay Strong, But…
- 60. #ppcsins @ErinSagin Jeni’s PPC Account Manager Is Happy and So Am I
- 62. #ppcsins @ErinSagin Don’t Worry About Being Creepy
- 63. #ppcsins @ErinSagin Penance: Set It Up!
- 64. #ppcsins @ErinSagin You Can Even Run It On Facebook
- 65. #ppcsins @ErinSagin Confession #10: I’m Not Prepared For Mobile Searchers
- 66. #ppcsins @ErinSagin Mobile Holds Great Opportunity
- 67. #ppcsins @ErinSagin You Can Blame It On Crappy Landing Pages
- 68. #ppcsins @ErinSagin Do These Pages Remind You Of Your Own?
- 69. #ppcsins @ErinSagin We Built These Things on Purpose?!
- 70. #ppcsins @ErinSagin Because Mobile Is Slow
- 71. #ppcsins @ErinSagin Because Mobile Screens Are Teensy
- 72. #ppcsins @ErinSagin How Do You Know If Yours Suck? Give people an out. Are they taking it?
- 73. #ppcsins @ErinSagin Give people an out. Are they taking it? We ran this test on 3 clients with outdated landing pages. 33% of visitors chose to leave the mobile page in favor of the desktop site on mobile.
- 74. #ppcsins @ErinSagin Even Scarier: The People Who Used the Full Site on Mobile Were More Likely to Convert Give people an out. Are they taking it?
- 75. #ppcsins @ErinSagin Penance: Revamp Those Suckers!
- 76. #ppcsins @ErinSagin WordStream Advisor’s Got You Covered
- 77. #ppcsins @ErinSagin Create Sleek, Effective Mobile Landing Pages
- 78. #ppcsins @ErinSagin Special Offers! Would You Like… a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b) 1-1 AdWords Assessment with AdWords Certified Consultant c) I don’t need help with my PPC
- 79. Q & A #ppcsins @ErinSagin
- 80. #ppcsins @ErinSagin THANK YOU! Benchmark your AdWords account today! www.wordstream.com/google-adwords Questions? 855.967.3787 Webinar