Paid search campaigns have a million moving parts, and it’s easy (and normal!) for some of them to stop working. Unfortunately, this can cause your campaign to fail. But fear not! In this webinar, PPC Medics Matt Hessler and Anna Sawyer from Trada show you how to repair your broken campaign in easy, attainable steps. It doesn’t matter how bad it’s gotten: Trada is here to help!
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
7. Why is this
such a big deal?
If your campaign
isn’t finely tuned,
you are losing
money.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
8. Why do campaigns fail?
Poor setup Wrong
from the expectations
beginning
Campaign was
left to run
unattended
Bids are
too low
trada.com
9. But it goes deeper.
Poor
Quality Giant
Score ad
groups Bad
Not landing
enough pages
You need negative Ad
more keywords position
keywords has
dropped
Wrong
campaign
settings Stagnant
ads Conversion
tracking
issues
trada.com
10. We’re going to talk a lot
about Quality Score,
because it has great bearing
on the success of your PPC
campaign.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
11. Quality Score can
determine how
much you pay
for a click and
where your ad
appears:
effectively
determining
campaign success.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
12. Quality Score Click price ad position
and the
the lower
The higher your higher your
your click
Quality Score, ad position
price (good)
(good).
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13. you could pay too
much for clicks
your competitors
But if you have a will rank above you
low Quality
Score...
your CTR will suffer
it will be hard to fix
trada.com
14. First, general best practices for
getting a good Quality Score.
Small, thematically-
relevant ad groups
Bids priced to show
ads on the first page
Keyword, ad and
landing page relevance
Compelling ad copy
that gets clicks
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15. Now we’ll share ways to
repair your campaign.
Matt knows how to fix stuff!
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
16. Now we’ll share ways to
repair your campaign.
Anna knows how to
repair PPC campaigns,
but should not be
trusted with a circular
saw.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
17. The steps!
Get ad groups
organized
Get click-through
rate up
Get settings dialed in
Get your negative
keyword list going
trada.com
19. If you still have
keywords with a
decent Quality
Score, leave them
in their ad groups.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
20. Build new ad
groups with your
poorly-performing
keywords.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
21. Write new ads
and bid high!
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
23. People click on your
ads for two reasons:
Your ad
catches their
They see your
eye (awesome
ad (it’s in a high
offer, exciting,
position)
relevant or
entertaining copy)
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
24. Getting your ad to the
top of the page
Bid artificially high
Try “bid popping”. on keywords to
get them to
positions 2-5. This
should increase
your CTR.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
25. Eye-catching ad copy
price
Search on some of your shipping deals
terms and see how you
can differentiate.
huge selection
secure download
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26. Eye-catching ad copy
massive selection
Use compelling,
emotionally-charged
language to increase incredible deals
click-through
rates.
offer ends soon
rock-bottom prices
trada.com
31. ad negatives to prevent
-negative these terms from
showing
foreign auto repair
If your keyword is
auto repair free auto repair
miniature auto repair
auto repair school
trada.com
32. -negative
-foreign foreign auto repair
-free free auto repair
-miniature miniature auto repair
-school auto repair school
trada.com
33. Pull a search terms report to see which actual
queries have triggered ads. This will help you build
out your keyword list.
34. When should you
give up?
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
35. Question: when should cat berets
you give up? no search information available
If the volume of
searchers is
incredibly low,
maybe PPC isn’t for
you.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
36. But only if:
If your account is totally It’s seriously
wrecked beyond repair, unsaveable
you may consider
You are intending to
starting again with a
restructure entirely
new account.
You’ll be sending traffic to
a new domain
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
37. Question: when should
Do not duplicate your account!
you give up?
It is almost always This came straight from
best to try to
repair an account,
rather than start
anew.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer
38. Here’s where we take two
minutes to show you how
Trada can help you scale your
online advertising
... and it doesn’t cost any more
than if you were to run PPC
or Facebook ads campaigns
yourself.
trada.com
39. Trada has thousands of online advertising
experts who do PPC and Facebook ads for you.
40. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
43. Turbine: a Trada Client
“The Trada marketplace quickly
made me comfortable enough
to ‘take my hands off the wheel’
on paid search. Trada’s paid
search experts know our
industry lingo and are running
on all cylinders, driving high
volumes to our Dungeons &
Dragons online gaming service.”
– Chase Huber Director,
Advertising
44. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com
45. Internet
Ads Update
Love Trada’s content? Anna and Matt release a weekly-ish
fast-paced podcast with practical tips for
understanding and capitalizing on current trends in online
advertising. Search for Trada in the iTunes
store and subscribe! It’s free!
46. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com