14 common, & yet deadly ppc mistakes that’ll bleed your bank account dry

14 Common & Yet Deadly PPC Mistakes That’ll Bleed Your Bank Account Dry (And How to Fix It)

Ouch!What PPCMistakes feel like!

hello!I AMMATTHEWHUNTI am here because I love PPC & Internet Marketing. You can find me at: @matthewhuntme or poweredbysearch.com

Jack!

who are you?

POWERED BY SEARCHWe are full service digital marketing

agency.

PbS HQ

Toronto

We are Canada’s fastest growing digital marketing agency.

““We love our clients!”

tweet this:“If you can’t pay money to acquire a customer profitably, then you DO

NOT have a business!”

@poweredbysearch

Mistake OneNot knowing WHO your buyers are.

Buyer Persona Example

◎Take time to create buyer personas.

Leverage Demographic Information

“If you have a limited budget, then target those who will most likely buy from you 1st!”

4 Types of Buyers

◎People buy emotionally based on their personality, it’s not enough to only think about demographics.

Mistake TwoAnalytics & Goals are NOT setup right.

This is bad:

What You Need to Know to Set up Goal Tracking Properly:

◎ How much a customer is worth to you.

◎ What the lifetime value (LTV).

◎ How long your buying cycle is.

Goal Setup

tweet this:“If you measure it, then you can

improve upon it!”

@poweredbysearch

Mistake ThreeCampaigns structure is setup wrong.

Questions to ask before setting up campaigns:◎ What locations do you want to target?

◎ Do you have top selling products/services?

◎ Do you have any seasonal products?

◎ How is your website structured?

Example of Good Campaign Structure for Ecommerce:

Campaign

Account

Ad group

Coffee tables

Ads Ad 1 (Desktop)Ad 2 (Desktop)Ad 3 (Mobile)Ad 4 (Mobile)

Ad group

Sofa beds King size beds

Campaign

Beds

Furniture store

Ad groupAd group

Dining tables

Tables




Example of Good Campaign Structure based on match type:

Campaign Keywords

TVs - Top of FunnelTV reviews

Which TV is bestPlasma or LCD

TVs - Mid Funnel

TVs - Bottom of Funnel

TV discountsTVs on sale

Best store to buy TVs

Buy 70 inch TVWhere to buy specific model no. } TV

tweet this:“For every hour spent organizing

your ppc campaigns, saves you 10 times that in re-work time.”

@poweredbysearch

Mistake FourBudget allocation is wrong.

Budget Allocation

$12,117 (spend) / $35.42 (avg CPL) = 342 leads

“Who else would be happy if we could get an additional 342 leads in less than 5 mins

without increasing your budgets?”

Ideal Campaign Budget Allocation

20%

30%

50%

Strong Buying Intent

Moderate Buying

Intent

Testing

Mistake FiveAccepting low quality scores.

Where to find Quality Score:

Why Quality Score is Important!

Ad Rank &CPC Cost

Quality Score Formula:

CPC Bid

tweet this:“Don’t pay Adword’s hidden taxes

by having low quality scores.”

@poweredbysearch

Mistake SixAdgroups are disorganized.

If your adwords account looks like this desk then you need help!

Messy Adgroups

◎DO NOT put all your keywords into one Adgroup.

Mistake SevenMatch Types not being used right.

Match TypesMatch Type Example Keyword Example SearchSymbol

Exact

Phrase

Broad

Modified Broad

Negative

[Keyword]

“Phrase”

None

+ Keyword

- Keyword

[Wedding Dress]

“Wedding Dress”

Wedding Dress

+Wedding +Dress

-Dress

Wedding Dress

White Wedding

DressWedding Gown

Dress For Wedding

Wedding Outfit

Ideal Adgroup Leveling:Google Search &

Partners Campaign

Google Ad Group PHRASE

Google Ad Group EXACT

Google Ad Group BROAD

KeywordsExact Match

[Calls][Cheap calls][Call rates][Call tariff]

[Call landlines][Call mobiles]

KeywordsPhrase Match

“Calls”“Cheap calls”“Call rates”“Call tariff”

“Call landlines”“Call mobiles”Match Type Negatives

-[Calls]-[Cheap calls]-[Call rates]-[Call tariff]

-[Call landlines]-[Call mobiles]

Match Type Negatives

-”Calls”-”Cheap calls”-”Call rates”-”Call tariff”

-”Call landlines”-”Call mobiles”

KeywordsBroad Match

CallsCheap callsCall ratesCall tariff

Call landlinesCall mobiles

Mistake EightNot using negative keywords.

Negative keywords:

Benefits to Adding Negatives:

◎ Lower costs and more revenues

◎ Higher CTRs resulting in better quality scores

◎ Increased conversion rates.

Example wasted spend:

tweet this:“Not adding negative keywords to

your ppc campaigns is like not wearing pants to work.”

@poweredbysearch

Mistake NineBad landing page scent OR even worse… no landing pages!

This is bad:

This is better:

tweet this:“Don’t waste your PPC budget by

not having good scent between ads & landing pages.”

@poweredbysearch

Mistake TenNo real mobile experience.

Place your screenshot here

Don’t do this:


This is better:

Finding Your Mobile Traffic:

◎Look at your YoY stats on mobile via GA.

Pro Tip:

Four Magic Words: Buy From Your Phone

Mistake ElevenNot bidding strong enough for good positioning.


Where are you going to click?

If you DO NOT own the first two positions on mobile you are invisible.

NEW - 4 Ads Above The Fold!

◎If you want to be above the fold, it’s now pay to play.

Mistake TwelveBoring text ads and/or no sitelink extensions being used.

Use Sitelinks:

◎Grab more screen real estate whenever possible.

Ways to spice up text ads: ◎ Ask questions in your ads

◎ Use a story in your ads

Ask yourself these questions prior to creating your ads: ◎ What are they thinking?

◎ Where are they?

◎ What problem are you helping them solve?

◎ What benefit will you give them?

◎ Are they researching or trying to complete something?

tweet this:“Search queries are to fulfil a need, so be sure to understand the intent

behind the search before writing your ppc ad.”@poweredbysearch

Mistake ThirteenNo exclusions and bad placements.

Bad placements:

Exclusions:

Placements:

Mistake FourteenPoor retargeting strategies.

tweet this:“The average website converts at

2%, therefore most first time visitors

leave without taking the desired action we want.”

@poweredbysearch

What is retargeting?

PRO TIP: Do not just blinding retarget to everyone who visits your website.

3 reasons why you should care about retargeting:

1. The average CTR is 10x higher than that of regular display ads.

2. Retargeted visitors are 70% more likely convert.

3. One in five marketers has a dedicated ad budget for retargeting.

Page Level Retargeting:

Resources of Thought Leadership on PPC

Adwords Webinar

Screenshots of AdWords Improvements

Adwords Tip Article

Sequential Retargeting: Week 1:

Week 2:

Week 3:

Week 4:

Types of PPC Packages We OfferWeek 5:

Customer Match Retargeting:

Target for upsells, cross sells, testimonials, surveys, exclusions & create amazing similar audiences.

“Investing in PPC is a great way to have predictable growth in your

business!”

ppc works!

WHAT IT’S COSTING YOU?

Monthly Revenue Goal◎Current Monthly Revenue

= What it’s costing you

Why companies partner with PbS: ◎ They want to learn how to improve their

ppc.◎ They want to shortcut mistakes.

◎ They want to grow fast.

◎ They lack the internal resources & expertise to handle themselves.

◎ They want get more for less.

Our process:

Discovery

Audit

Implementation

If you want a to book a discovery call with me then visit:poweredbysearch.com/bookmatt

book me:

http://www.poweredbysearch.com/bookmatt

thanks!ANY

QUESTIONS?

You can find us at:@poweredbysearch

poweredbysearch.com

CreditsSpecial thanks to all the people who made and released these awesome resources for free:◎ Presentation template by SlidesCarnival◎ Photographs by Unsplash &

Death to the Stock Photo (license)◎ Dark wood background by The pattern library

http://www.slidescarnival.com/

http://unsplash.com/

http://deathtothestockphoto.com/

http://deathtothestockphoto.com/wp-content/uploads/DeathtotheStockPhoto-License.pdf

http://thepatternlibrary.com/