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5 Most Common PPC Obstacles - And How To Overcome them
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Transcript of 5 Most Common PPC Obstacles - And How To Overcome them
#thinkppc
&!HOSTED BY:!
5"Most"Common"PPC"Obstacles"&"How"to"Overcome"Them
#thinkppc
Presenters"•
Michael Stricker – Marketing Director at SEMrush
– @radioms
• Kayla Kurtz – Senior Digital Advisor at Hanapin Marketing.
– @one800kayla"
"
"
#thinkppc
Join"the"conversa:on"
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live"Poll"Ques:on"#1"
How$long$have$you$been$in$PPC?$#thinkppc$
$
A. Less"than"1"year"B. 1D3"years"C. 3D5"years"D. 5+"years"
$
#thinkppc
Live"Poll"Ques:on"#2"
How$do$you$manage$your$account(s)?$#thinkppc$
a) I"manage"it"myself."b) I’m"part"of"a"team"that"manages"it."c) I"outsource"my"account"management."d) I’m"rethinking"how"my"account"is"managed."
#thinkppc
Budget"Alloca:on"
How much is too much? Too little?
Is there such a thing as ‘just right?’
Should we focus locally or nationally?
#thinkppc
Budget"Alloca:on"Guess what?
It depends.
#thinkppc
Budget"Alloca:on"
! Is this budget predetermined by outside forces? ! Do you have ‘new’ budget or do you need to look at
non-productive channels? ! Have you tried PPC before? What was budget then? ! Do you NEED national targeting? Would regional or
local make better sense to start? ! Complete some keyword research and follow that with
some backwards math!
#thinkppc
Budget"Alloca:on"
Cars.com – A Car Too Far? Finding Competitors from Overview
#thinkppc
Budget"Alloca:on"
Cars.com – A Car Too Far? Finding Competitors’ Ad Spend, Keywords and Traffic by looking them up in ‘Advertising Positions’
#thinkppc
Budget"Alloca:on"
Cars.com – Traffic Price and Traffic Comparing Competitors’ Ad Spend, Keywords and Traffic in ‘Charts’
#thinkppc
Budget"Alloca:on"
Cars.com – Cost per Keyword Exporting and Graphing in Excel: Competitors Keywords and Traffic Cost
0"
200,000"
400,000"
600,000"
800,000"
1,000,000"
1,200,000"
1,400,000"
1,600,000"
1,800,000"
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Keywords"
Traffic"Cost"
#thinkppc
Budget"Alloca:on"
Cars.com – Cost per Traffic Unit Exporting and Graphing in Excel: Competitors Traffic and Traffic Cost
0"
200,000"
400,000"
600,000"
800,000"
1,000,000"
1,200,000"
1,400,000"
1,600,000"
1,800,000"
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Traffic"
Traffic"Cost"
#thinkppc
Budget"Alloca:on"
Cars.com – Cost/Keyword, Cost/Traffic Exporting and Graphing in Excel: Competitors Cost/Keyword and Cost/Unit of Traffic
$0.00""
$2.00""
$4.00""
$6.00""
$8.00""
$10.00""
$12.00""
$14.00""
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Cost/Keyword"
Cost/Unit"of"Traffic""
#thinkppc
Budget"Alloca:on"
Quality Score Roulette “Poor Quality Scores can lead to a tax of up to 400% on your bid rates!” ~ Larry Kim, CTO of WordStream:
#thinkppc
Ad"Copy"&"CTR"
Can competitor ad research help me get a leg up?
#thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence • Crowdsourced big data = what works now • Why experiment when we can learn from others? • Save:
• Effort • Time • Budget
• Then, do it better • Advance rapidly based on experience (of others)
#thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence • Crowdsourced big data = what works now • Why experiment when we can learn from others? • Save:
• Effort • Time • Budget
• Then, do it better • Advance rapidly based on experience (of others)
#thinkppc
Ad"Compe::ve"Intelligence"Competitive Intelligence - Keywords •
#thinkppc
Ad"Compe::ve"Intelligence"Competitive Intelligence - Keywords •
(X)$Common$=$ba@le$is$joined!$
(%)$Uniques:$yours$=$strengths,$theirs$=$weaknesses$
(+)$All$Keywords$(great$for$export$&$sort)$$
(N)$Unique$to$first$domain$(look$at$winners$and$upstarts)$$
#thinkppc
Ad"Compe::ve"Intelligence"Competitive Intelligence - Keywords •
#thinkppc
Ad"Copy"&"CTR"Competitive Intelligence – Ads History Judge Competitors’ most successful Ads based on: • Keywords contributing high proportion of their traffic • Frequent, repetitious appearance of same Ad(s) • High share of Impressions (Coverage %)
#thinkppc
Ad"Copy"&"CTR"Competitive Intelligence – Ad Copy Steal concise, customer-centric ad copy: • keywords • motivational, emotional desire triggers • unique selling points • value propositions • risk reducers • killer offers
#thinkppc
Live"Poll"Ques:on"#3"
When$you$see$an$increase$in$compeQtor$tacQcs,$how$do$they$typically$do$it?$#thinkppc"
"
a) Bids"
b) Keywords"
c) Ad"copy/content"
d) Change"in"offer,"service"or"product"
e) Combina:on"of"all"the"above"
"
#thinkppc
Diagnosing"Performance"Drops"Specific to clicks/traffic…
…how do you know where to look?
#thinkppc
Diagnosing"Performance"Drops"Performance will
not always be on
goal.
#thinkppc
Diagnosing"Performance"Drops"
! Be as proactive as possible to prevent. ! Benchmark & bookend current/anticipated
performance. ! Start peeling back the individual segment layers of
where the problem COULD lie…
#thinkppc
Diagnosing"Performance"Drops"
Every estimation of Traffic in SEMrush is based on the best data available about CTR based on position of Ads.
#thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Competitors? Keywords? Prices/offers? Copy content?
#thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Competitors Impression Share
#thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Keywords
#thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Copy, Offers
#thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Prices in NEW PLA Tool
#thinkppc
Tackling"Declining"Market"Share"
What’s making us invisible?
#thinkppc
Tackling"Declining"Market"Share"
! What’s actually changed – your bids or your position? ! Are Quality Scores declining or stagnant? ! Is this engine in question perhaps over saturated?
#thinkppc
Tackling"Declining"Market"Share"
Competitors
#thinkppc
Tackling"Declining"Market"Share"
• Impressions Share in Ads Copies • Total Keywords for which your Ads appear
in first two pages of Google • PLAs have a different rank formula –
check images, too
#thinkppc
CPCs"increasing"&"out"of"budget…"…where can we contract to improve
profitability?
#thinkppc
CPCs"increasing"&"out"of"budget…"
You can’t simply keep
spending MORE.
#thinkppc
CPCs"increasing"&"out"of"budget…"
! Where are you losing money? ! Keywords to eliminate or double down on? ! Can those keywords be improved or would it matter? ! Consider funnel value on each keyword – closer to a
sale or more top of funnel?
#thinkppc
Live"Poll"Ques:on"#4"
a.)"FREE"Account"Assessment"from"Hanapin""
" " "(for"accounts"spending"more"than"20K/mo)"
"
b.)"FREE"30Dday"Trial"SEMrush"Guru""""c.)"No"Thanks""
d.)"Both"
Would$you$like$help$with$your$PPC$accounts$$and$management?$I’m$interested$in:$
#thinkppc
CPCs"increasing"&"out"of"budget…"
FREE 30-day Trial SEMrush Guru http://bit.ly/Hanapin-Free-Trial
#thinkppc
Live"Q&A"Time!"
#thinkppc
Have"more"ques:ons?"
!!Thank!you!for!a,ending!our!webinar!!#thinkppc!
""
• Contact"us"Directly:"
» Hanapin"Feedback:"marke:ng@hanapinmarke:ng.com"
"SEMrush"Feedback:"[email protected]"
"