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#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:PPC Mistakes You Didn’t Know
You’re Making
HOSTED BY:
#thinkppc
Presenters
• Rachael Law– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @law_rachael
• Tony Ranard– Account Manager at Hanapin Marketing
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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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
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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.
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Agenda
What’s the Mistake?● Campaign Settings● Bids● Ads● Keywords
Why is it bad?
How can you fix it (or avoid it)?
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Campaign Settings
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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
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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
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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!
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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.
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Campaign Settings - Display
Target & Bid vs. Bid Only
The Fix:Revisit the goals of the campaign, then adjust the setting!
#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
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Campaign Settings
Delivery Method
The Fix:If you’re not limited by budget, test switching over to Accelerated
delivery and compare the results
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Bids
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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.
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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.
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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
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Bids
Setting Initial Bids Too Low
The Fix● Set bids high and establish a good
CTR and QS, then work your bids down
#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
#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.
#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
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Ads
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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
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Ads
Destination URLs
The Fix:Take the time to check your URLs
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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!
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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?
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Keywords
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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
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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.
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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
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Keywords
Neglecting Negatives
The Fix:
● Regular SQRs, broad campaign negatives along with very specific ad group level negatives. SQR analysis between ad groups.
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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
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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.
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Keywords
RLSA Keyword Selection
The Mistake:Applying traditional keyword strategy to RLSAkeyword lists
The Repercussions: Limiting reach of RLSA campaign/Not fully utilizing it
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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
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Conclusion
Overview:
● Settings● Bids● Ads● Keywords
Remember: QA YOUR WORK!!!
#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).
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Live Q&A Time!
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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]