The 15 Biggest PPC Mistakes & How to Avoid Them [Webinar]
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Transcript of The 15 Biggest PPC Mistakes & How to Avoid Them [Webinar]
The 15 Biggest PPC Mistakes and How to Avoid Them
Brought to you by:
www.wordstream.com/learn#PPCmistakes
www.wordstream.com/learn
Want to get smart in paid search?
#PPCmistakes
Today’s Presenters
Helen EdwardsPPC Coordinator, WordStream
Rachael LawAccount Manager, Hanapin Marketing
@Law_Rachael
Headshot Headshot
#PPCmistakes
Text Ads
Text Ad Mistakes
1. Not Testing Ad Copy
2. Too Many or Too Few Ads per Ad Group
#PPCmistakes
#1 Not Testing Ad Copy
Testing can result in:
Incremental gains in CTR
Increase quality scores
#PPCmistakes
#2 Too Many Ads! (or too few..)
• It becomes increasingly difficult to determine which ad has winning ad copy the more ads you have.
• For accurate testing, you want to be able to isolate tests (i.e., testing different headlines or display URLs)
#PPCmistakes
The Fix: Run two ads per ad group.
Quality Score
Quality Score Mistakes
1. Ignoring Quality Score
#PPCmistakes
#3 Ignoring Quality Score
#PPCmistakes
#3 Ignoring Quality Score
Bottom Line: Focusing on quality score saves YOU money!
Ad Rank
Cost Per Click (CPC)
Cost Per Acquisition (CPA)
#PPCmistakes
The Fix
• Relevant Landing Pages
• Ad Copy Relevancy
• Ad Extensions
• Patience (Historical Account
Performance)
#PPCmistakes
Campaign Settings
Campaign Setting Mistakes
1. Targeting Irrelevant Geographies
2. Ignoring Day Parting
3. Incorrect Ad Rotation Settings
4. Forgetting About the Search Partner Network
5. Not Segmenting Search from Display
#PPCmistakes
#4 Targeting Irrelevant Geographies
The Fix: Check to see which locations are spending money without converting then set up Geographic Targeting.
#PPCmistakes
#5 Ignoring Dayparting
The Fix: Schedule your ads.
#PPCmistakes
#7 Forgetting about the Search Partner Network
The Fix: Exclude search partners if the CPL is too high.
Search Partner Network can Skew:
• Average Position
• Cost-per-lead (CPL)
• Cost-per-conversion (CPC)
#PPCmistakes
#8 Not Segmenting Search & Display
← BAD (Search & Display Combined)
← GOOD (Search Only)
← GOOD (Display Only)
The Fix: Segment search and display campaigns.
Get more control over KPI’s and budget.
#PPCmistakes
#9 Choosing the Wrong Delivery Method
Standard Delivery:
Ads are shown evenly
throughout the day
Accelerated Delivery: Ads
are shown every time a
search matches a keyword
until the budget is exhausted
#PPCmistakes
Display
Display Mistakes
1. Not Utilizing Display Exclusions
2. Not Utilizing Site Category Options
3. Not Excluding Mobile Aps
4. Not Using Text AND Image Ads
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#10 Not Utilizing Display Exclusions
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#11 Not Utilizing Site Category Options
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#12: Not Excluding Mobile Apps
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#13 Not Using Both Text AND Image Ads
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Ad Format Share of Impressions Average CTR Average CPC
Text Ads 67.40% 0.23% $2.31
Image Ads 32.60% 0.31% $0.48
Source: Mark Irvine, Data Scientist, WordStream, 2014
WordStream Agency Clients with at least 10 different GDN ad formats
#13 Not Using Both Text AND Image Ads
#PPCmistakes
Remarketing
1. Not Running Remarketing
2. Targeting the Wrong Audience
3. Using the Wrong Keywords for RLSA
#PPCmistakes
Remarketing Mistakes
#14 Not Running Remarketing
The Fix: Use remarketing! It’s great for capturing non-converting traffic from all sources.
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#15 Targeting the Wrong Audience
Not Excluding Converters
• This can be particularly important for lead gen (or any instance where a second conversion is not valuable)
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Mistake: Using an audience that’s too broad
• All Visitors is a popular audience to use for remarketing, but in many cases you’re better off using a more specific list
• This allows for more tailored ad copy and higher conversion rates
Audience Options
• Cart Abandoners
• Specific URL visitors
• Analytics Lists
#15 Targeting the Wrong Audience
#PPCmistakes
Most conversions are set at a 30 day conversion window, but for some accounts valuable conversions happen after 30 days.
#15 Targeting the Wrong Audience
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Bonus #16 Using the Wrong Keywords for RLSA
The Fix: Use broader keywords in RLSA campaigns, as you’re already advertising towards a qualified audience.
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www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
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Thanks!
Let’s stay in touch:
@WordStream
@Hanapin
#PPCmistakes
Next Webinar:
5 Major Trends that Will Make You Rethink PPC in 2015
http://bit.ly/1szXEnH