PPC Mistakes You Didn't Know You Were Making

40
#thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: PPC Mistakes You Didn’t Know You’re Making HOSTED BY:

description

Let’s face it - in the flurry of the tasks and strategy involved in PPC, you've made mistakes. Many of them avoidable and some of them huge. No matter how much of a seasoned digital marketer you are, it happens. In this webinar, our experts will go through four different areas where mistakes occur frequently, sometimes without you really understanding what the problem is. In the recording, Hanapin Marketing experts, Racheal Law and Tony Ranard, walk you through easy-to-make mistakes and give pointers on how to avoid or quickly fix them. You'll learn expert-level tips like: *Common and uncommon mistakes that can kill your campaigns *Quick fixes that will increase your conversion rate and better optimize your account *Short-term and long-term repercussions of making certain mistakes

Transcript of PPC Mistakes You Didn't Know You Were Making

Page 1: PPC Mistakes You Didn't Know You Were Making

#thinkppc

How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:PPC Mistakes You Didn’t Know

You’re Making

HOSTED BY:

Page 2: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Presenters

• Rachael Law– Account Manager at Hanapin Marketing

– PPC Hero Blogger

– @law_rachael

• Tony Ranard– Account Manager at Hanapin Marketing

Page 3: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

Page 4: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

Page 5: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Live Poll Question #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.

Page 6: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Agenda

What’s the Mistake?● Campaign Settings● Bids● Ads● Keywords

Why is it bad?

How can you fix it (or avoid it)?

Page 7: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings

Page 8: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings - Search Only

Ad Rotation

The Mistake:Not checking the default Ad Rotation Setting (how Google decides which ad to show)

The Repercussions:You could have a really great ad, but it isn’t showing!If you’re conducting ad testing, this could skew your results

Page 9: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings - Search Only

Ad Rotation

The Fix:

Double check these settings if you’re:

● Taking over an account● Setting up a new campaign● Starting a round of ad testing

Page 10: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings - Search Only

Search Partners

The Mistake:Not checking in on SPN performance

The Repercussions:Poor performance on the SPN & wasted

spendSkewed average position affects

optimizations

The Fix:Pull a Search Partner report!

Page 11: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings - Display

Target & Bid vs. Bid Only

The Mistake:Using a targeting method that doesn’t align with your goals

The Repercussions:Either too many or too few impressions, clicks, etc.

Page 12: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings - Display

Target & Bid vs. Bid Only

The Fix:Revisit the goals of the campaign, then adjust the setting!

Page 13: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings

Delivery Method

The Mistake:Leaving the deliver method set to the default -

Standard: Show Ads Evenly Over Time

The Repercussions:You may miss out on valuable traffic if you’re

not already limited by budget

Page 14: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Campaign Settings

Delivery Method

The Fix:If you’re not limited by budget, test switching over to Accelerated

delivery and compare the results

Page 15: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Page 16: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Bidding Based On 2D Performance

The Mistake:Raising/Lowering bids on keywords based solely on CPA, Conversions, and Cost

The Repercussions:Inefficiency and “surprises” within your campaigns.

Page 17: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Bidding Based On 2D Performance

The Fix:● Be deliberate about bid changes and have

specific reasons for every increase/decrease.

● Understand relationship between your keywords and the account.

Page 18: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Setting Initial Bids Too Low

The Mistake:Setting initial bids at the your preferred CPC or based on pre-existing Average CPC.

The Repercussions:● Lower CTR● Lower QS● Lower Avg. Position

Bids

Page 19: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Setting Initial Bids Too Low

The Fix● Set bids high and establish a good

CTR and QS, then work your bids down

Page 20: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Underutilization/Reliance on Bid Rules

The Mistake:Not taking advantage of bid rules or setting them and forgetting

The Repercussions:● Wasted time on obvious bid

changes

● Making uninformed bid changes lacking in any real strategy

Page 21: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Bids

Underutilization/Reliance on Bid Rules

The Fix:

● Make bid rules for your “obvious” changes. Adjust settings to alert you of any changes.

● Always check in on your bid rules and revisit your bid rule strategy frequently.

Page 22: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Live Poll Question #3

#3 – In what area of your account do you feel you make the most mistakes?#thinkppc

a) Settingsb) Bidsc) Adsd) Keywords

Page 23: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Ads

Page 24: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Ads

Destination URLs

The Mistake:Not QAing destination URLsNot implementing proper tracking

The Repercussions:Users may land on a 404 page or another page that is irrelevant to their query

Page 25: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Ads

Destination URLs

The Fix:Take the time to check your URLs

Page 26: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Ads

Dynamic Keyword Insertion (DKI)

The Mistake:Incorrect implementation of the DKI codeDKI doesn’t make sense with keywords in the ad

group

The Repercussions:Silly looking ads!

Page 27: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Ads

Dynamic Keyword Insertion (DKI)

The Fix:Double & triple check your DKI code and keywords to make sure it makes senseDownload a spreadsheet of your ads to easily find and replace any incorrect code

What To Check:

● Keyword Misspellings● DKI Code● Does it make sense with your strategy?

Page 28: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Page 29: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Duplicate KeywordsThe Mistake:

If you are doing regular search query reports, you may be adding duplicate keywords to your account unintentionally. It might also be the case that you’ve inherited a messy account that already has duplicate keywords (or you’ve added them by mistake).

The Repercussions:Keywords competing against each other and driving up CPCs. Queries triggering for ads you do not want

Page 30: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Duplicate Keywords

The Fix:● Download a keyword report for all active

campaigns and ad groups. Then create a pivot table with your keywords as the row label and count of campaign as your values.

Page 31: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Neglecting Negatives

The Mistake:Putting in a handful of obvious terms into your negatives and then calling it quits. Or not addressing negatives at all.

The Repercussions:Irrelevant traffic, wasted spend, low quality score, cross-pollution

Page 32: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Neglecting Negatives

The Fix:

● Regular SQRs, broad campaign negatives along with very specific ad group level negatives. SQR analysis between ad groups.

Page 33: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Abandoning Your Brand

The Mistake:

Neglecting having brand terms in your keyword lists or going on branded term autopilot

The Repercussions:

Leaving cheap conversions on the table and allowing competitors to encroach on your territory

Page 34: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

Abandoning Your Brand

The Fix:

● Always have a solid brand presence in your PPC strategy.

● Be aware of the status of your brand terms, competitive landscape, etc.

Page 35: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

RLSA Keyword Selection

The Mistake:Applying traditional keyword strategy to RLSAkeyword lists

The Repercussions: Limiting reach of RLSA campaign/Not fully utilizing it

Page 36: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Keywords

RLSA Keyword Selection

The Fix:

● Use an increased number of broad match type keywords and more general themed keywords

● Have well thought out and comprehensive audiences

Page 37: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Conclusion

Overview:

● Settings● Bids● Ads● Keywords

Remember: QA YOUR WORK!!!

Page 38: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+ in adspend).

Page 39: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Live Q&A Time!

Page 40: PPC Mistakes You Didn't Know You Were Making

#thinkppc

Have more questions?

Thank you for attending our webinar! #thinkppc• Get a free Solutions Blueprint from Hanapin Marketing

(for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: [email protected]