@john_a_lee#smx #21A

Breathing New Life into a Tired

Paid Search Campaign

PRESENTED BY JOHN A. LEE

MANAGING PARTNER – CL IX MARKETING

SMX EAST – OCTOBER 1, 2014

@john_a_lee#smx #21A

Who the Heck Is This Guy?

Managing Partner – Clix Marketing

Digital Advertising Geek ◦ Emphasis on “Geek”

Prior Sentences Served:◦ Hanapin Marketing ◦ Wordstream

Writer: ◦ Search Engine Watch, The SEM Post,

ClickZ, Clix Marketing Blog, Acquisio Blog, PPC Hero

Speaker:◦ SMX, SMX Social, SES / ClickZ Live,

HeroConf, State of Search

@john_a_lee#smx #21A

Triage Your PPC Campaigns Like House M.D.BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN

@john_a_lee#smx #21A

The House Method of PPC Triage

Be miserable.

Secure the sickest, most bizarre PPC campaign.

Yell at your boss or client about it.

Assign all of the hard work to someone else.

Complain about that, too. Loudly.

Have a moment of genius.

Fix the PPC campaign.

Take all the credit.

Go back to being miserable.

@john_a_lee#smx #21A

@john_a_lee#smx #21A

Why Might You Need Triage?BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN

@john_a_lee#smx #21A

Ruts vs. GroovesYou Betta Recognize!RUT

Blind to performance, competitive and industry changes.

Optimization check list is the same every week, every month.

Incapable or unwilling to try new things.

GROOVE

Performance is just OK, and everyone’s fine.

All is well. Communication takes a backseat.

New features and channels are irrelevant.

@john_a_lee#smx #21A

Wearing Blinders

Client seems happy.

Campaign is almost achieving goal.

No one knows this account like me.

Everybody lies. So does the data. And you.

@john_a_lee#smx #21A

Performance Plateau

Performance is good, not great.

Clicks, conversions and sales are the same no matter the optimization.

Threw every trick in the book at these campaigns.

Is this as good as it gets? Probably not.

@john_a_lee#smx #21A

The Infinite Repeat Increase bids. Conversions go up? Nope. Increase bids.

Keywords + Ads = PPC. Landing pages are someone else’s job!

Google AdWords. What is this “Bing” you speak of?

“Insanity: doing the same thing over and over again and expecting different results.”

- Albert Einstein

@john_a_lee#smx #21A

Relationship Friction

Unrealistic expectations.

Missed meetings.

ANGRY EMAILS.

Healthy PPC campaigns require healthy client / boss relationships.

@john_a_lee#smx #21A

How Do You…Break a Groove?

Get Out of a Rut?

Step Up to Improve Performance?

@john_a_lee#smx #21A

Cut to the Chase: Get on with the DiagnosisBREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN

@john_a_lee#smx #21A

Wink, wink. Nudge, nudge.(Hint: His name is Dr. Chase.)

@john_a_lee#smx #21A

Campaign Audits

Find an audit format that works for you.http://www.ppchero.com/the-complete-ppc-account-audit-guide/

http://bit.ly/10minuteaudit

Audit with a purpose.

Have a plan in place to execute on your findings.

@john_a_lee#smx #21A

2 Minds Are Better Than 1

Have someone else gut check your work.

Schedule reviews to get feedback regularly.

Be open to new ideas.

@john_a_lee#smx #21A

Change Account Managers

Supporting cast v2.0!

If you can’t improve performance or see the forest for the trees… change account managers.

In house? Trade campaigns or optimization roles/responsibilities.

@john_a_lee#smx #21A

Recharge With New Optimizations and Tests

Try new features.

Try new channels (Bing Ads! Facebook!)

Do your keyword, placement or audience research… again.

Brainstorm new ideas and test, test, test.

@john_a_lee#smx #21A

Have a Heart to Heart

Check in with your client or decision makers. Proactively call or visit if necessary.

Regularly review and revise goals.

Don’t ignore poor performance or missed deadlines. Be honest.

Push for two-way transparency. #themoreyouknow

@john_a_lee#smx #21A

Dr. House Always Solves the Case…Will you?

@john_a_lee#smx #21A

Thank You!

Have Questions?

@john_a_lee

john@clixmarketing.com

www.clixmarketing.com