5 REASONS YOUR PPC ACCOUNT IS UN-OPTIMISED

• Like many others you may be experiencing PPC issues leading to frustration & disappointment

– High CPC– Low CTR– High CPA– Low CR– Etc.

• This presentation will help you relax, step back and reflect on possible reasons

WHY THIS PRESENTATION?

Is th

at yo

u?

Who am I?

Driven by passion, I have a genuine desire to help you reach your business objectives

• I am the Digital Marketing Director at TMP Magnet. I have 16 years PPC, SEO & digital experience

• I worked both on the client side as well as part of small and major agencies (such as Mediacom / WPP)

• Previous clients: VW, SEAT, Bose, JPMorgan, Barclays, HSBC, Santander, RBS, Blackrock, Burger King, Allianz insurance, Nikon, etc.

• Write down your questions

• Each question will be answered

SO WHAT ARE THOSE REASONS TO LOOK FOR?

REASON 1

What is an account structure?

• Consists of properly segmenting your campaigns based on a logical hierarchy

• Organising topics and sub-topics to segment the information clearly based on specific attributes for optimum targeting

Why is it important?

An improper account structure will:• Limit targeting efficiency• Increase CPC• Decrease CTR• Increase cost & CPA• Lower quality score (QS)• Prevent proper optimisation

REASON 1 – WEAK ACCOUNT STRUCTURE

How to recognise it?

• Improper separation between campaigns & ad groups / topics & sub-topics

• Account confusing, difficult to manage

• Limited targeting (too broad)

• Poor campaign performance

REASON 1 – WEAK ACCOUNT STRUCTURE

• You need to ensure you have the strongest foundations possible

• Bad account structure will make your entire PPC shaky

• You cannot grow your account efficiently if your foundations are shaky

• Not always as easy as it seems

ACCOUNT STRUCTURE = ACCOUNT FOUNDATION

REASON 2

What is a high performing keyword?

• It is a keyword that performs better than others

• Performance varies depending on your goals and KPIs

Why is it important?

• Your campaigns will not deliver if not highly focused on top performing keywords.

REASON 2 – NOT FOCUSING ON HIGH-PERFORMANCE KEYWORDS

How to recognise it?

• Few or no high performing keywords

• Top performing keywords are mixed with inefficient keywords in your ad groups (bad for QS & spend)

• Keyword targeting and segmentation is unclear

REASON 2 – NOT FOCUSING ON HIGH-PERFORMANCE KEYWORDS

• PPC is like a marathon - you vs. your competitors; you need to ensure you remain in the lead

• Your top keywords are your leaders

HIGH-PERFORMANCE KEYWORDS = WINNERS

REASON 3

What is it?

• Poor performing keywords are keywords that are depleting budget without converting or achieving desired results

Why is it important?

• Poor performing keywords will drain your budget

• Spending will not achieve results

REASON 3 – ACTIVE POOR PERFORMING KEYWORDS

How to recognise them?

• Make sure keywords have been running long enough for you to gather sufficient data

• Ask yourself: “which keywords damage your account performance?”

REASON 3 – ACTIVE POOR PERFORMING KEYWORDS

•Poor performing keywords will drag your account down

•You must remove them as soon as you recognise them

•Or find a way to turn them into winners...

POOR PERFORMING KEYWORDS = LOSERS

REASON 4

What is it?

• Google doesn’t understand nuances of the human language

• A word can have different meanings based on context

• Therefore your keywords can be triggered by irrelevant searches

Why is it important?

• Will spend your budget on wrong audience

• Damages account performance, QS, CTR, CPC, CPA

REASON 4 – LACK OF NEGATIVE KEYWORDS

How to recognise it?

• Low CTR

• Limited conversions

• High cost for limited results

• Identify in SQR analysis (Search Query Report)

REASON 4 – LACK OF NEGATIVE KEYWORDS

• A Spread Betting company bidding for “Paper Trading” was showing up for “Toilet Paper” !

• Negative keywords are ensuring keyword relevancy

LACK OF NEGATIVE KEYWORDS = POOR RELEVANCE

REASON 5

What is it?

• Text Ad copies are the link between your business and your customers

• They must be in context and speak to the audience

Why is it important?

• They can damage the Quality Score (QS)

– If irrelevant: users won’t click

– If misleading: you will get clicks but no conversion

REASON 5 – LACK OF AD OPTIMISATION AND TARGETING

How to recognise them?

• Poor performance (CTR, CR, QS)

• Not specific to your audience, product or service (too broad)

• No Ads A/B testing

• No Mobile & desktop variations

REASON 5 – LACK OF ADS OPTIMISATION & TARGETING

• Your Ads are your first link to your customers

• The stronger the bridge the more contacts you will get going through it

• Make a good first impression

YOUR ADS = BRIDGE / HANDSHAKE TO YOUR CUSTOMERS

RECAP

WE HAVE SOMETHING FOR YOU !

As a thank you for attending this webinar, we offer you a FREE 1H ONE ON ONE CONSULTATION with me.

Reserve your spot today

ANSWERING ALL YOUR QUESTIONS

• We are also offering a FREE PPC AUDIT of your Adwords account

• We will deliver our findings in an extensive document and deliver a presentation to help you understand the most critical issues we find

• Offer available if you contact us today

FREE PPC AUDIT (WORTH £5000)

To benefit from your ONE ON ONE CONSULTATION and your FREE PPC AUDIT please email me today!

David.spivac@tmpmagnet.co.uk

CONTACT ME

GOOD PPC IS A MARATHON, NOT A RACE

THANK YOU