ppc mistakes you didn't know you were making
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 mistakesTRANSCRIPT
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How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:PPC Mistakes You Didn’t Know
You’re Making
HOSTED BY:
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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!
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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
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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
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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.
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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!!!
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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]