PPC Mistakes You Didn't Know You Were Making
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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 mistakes
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PPC Mistakes You Didn't Know You Were Making
- 1. #thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: PPC Mistakes You Didn’t Know You’re Making HOSTED BY:
- 2. #thinkppc Presenters • Rachael Law – Account Manager at Hanapin Marketing – PPC Hero Blogger – @law_rachael • Tony Ranard – Account Manager at Hanapin Marketing
- 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
- 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 5. #thinkppc 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.
- 6. #thinkppc Agenda What’s the Mistake? ● Campaign Settings ● Bids ● Ads ● Keywords Why is it bad? How can you fix it (or avoid it)?
- 8. #thinkppc 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
- 9. #thinkppc 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
- 10. #thinkppc Campaign Settings - Search Only Search Partners The Mistake: Not checking in on SPN performance The Repercussions: Poor performance on the SPN & wasted spend Skewed average position affects optimizations The Fix: Pull a Search Partner report!
- 11. #thinkppc 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.
- 12. #thinkppc Campaign Settings - Display Target & Bid vs. Bid Only The Fix: Revisit the goals of the campaign, then adjust the setting!
- 13. #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
- 14. #thinkppc Campaign Settings Delivery Method The Fix: If you’re not limited by budget, test switching over to Accelerated delivery and compare the results
- 15. #thinkppc Bids
- 16. #thinkppc 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.
- 17. #thinkppc 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.
- 18. #thinkppc 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
- 19. #thinkppc Bids Setting Initial Bids Too Low The Fix ● Set bids high and establish a good CTR and QS, then work your bids down
- 20. #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
- 21. #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.
- 22. #thinkppc Live Poll Question #3 #3 – In what area of your account do you feel you make the most mistakes? #thinkppc a) Settings b) Bids c) Ads d) Keywords
- 23. #thinkppc Ads
- 24. #thinkppc Ads Destination URLs The Mistake: Not QAing destination URLs Not implementing proper tracking The Repercussions: Users may land on a 404 page or another page that is irrelevant to their query
- 25. #thinkppc Ads Destination URLs The Fix: Take the time to check your URLs
- 26. #thinkppc Ads Dynamic Keyword Insertion (DKI) The Mistake: Incorrect implementation of the DKI code DKI doesn’t make sense with keywords in the ad group The Repercussions: Silly looking ads!
- 27. #thinkppc Ads Dynamic Keyword Insertion (DKI) The Fix: Double & triple check your DKI code and keywords to make sure it makes sense Download 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?
- 29. #thinkppc Keywords Duplicate Keywords The 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
- 30. #thinkppc 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.
- 31. #thinkppc 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
- 32. #thinkppc Keywords Neglecting Negatives The Fix: ● Regular SQRs, broad campaign negatives along with very specific ad group level negatives. SQR analysis between ad groups.
- 33. #thinkppc 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
- 34. #thinkppc 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.
- 35. #thinkppc Keywords RLSA Keyword Selection The Mistake: Applying traditional keyword strategy to RLSAkeyword lists The Repercussions: Limiting reach of RLSA campaign/Not fully utilizing it
- 36. #thinkppc 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
- 37. #thinkppc Conclusion Overview: ● Settings ● Bids ● Ads ● Keywords Remember: QA YOUR WORK!!!
- 38. #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).
- 40. #thinkppc 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: marketing@hanapinmarketing.com
Hinweis der Redaktion
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- Ad Rotation is how Google determines which ad to show at any given time. The options available are: optimize for clicks, optimize for conversions, rotate evenly, and rotate indefinitely. To get a better picture of how Google is showing your ads, enable the % Served column, and also take a look at overall click and conversion volume for your ads. In this example we are testing two ads against each other, but one has been shown 81% of the time!
- To fix this problem just change your Ad rotation settings within the campaign settings. You’re going to want to make sure you take a look at these settings in any of the three situations listed
- If your goal is to increase your overall reach and you just want as many impressions as you can get, bid only might be the way to go. This corresponds to the screenshot on the left, you can see that the estimated reach is way greater. If the goal of your display campaign is to advertise to a very targeted audience to gain conversions at a good CPA or conversion rate, target & bid is a good option.
- What happens here is that Google will save impressions for later in the day if your campaign is set to Standard, thus you could be missing out on valuable impressions that could lead to conversions. While standard delivery is probably a good idea if you’re capped by budget, but if you’re not (and ideally you’re not), you might test out switching to Accelerated. Google will show your ad whenever at all possible.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. Coud mess with a tiered bidding strategy *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- *This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances. *Not a back-breaker in and of itself but it could lead to potential problems later on. *The Mistake -Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion. *The Repercussions -Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance +Especially bad if you have tight budgets and big budget competitors -Hamstring potentially good keywords that might have got off to a rough start -Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. *The Fix -Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
- You’ll want to QA your destination URLs carefully to ensure that your users aren’t going to a 404 page or a totally irrelevant page.
- Mention segmentation by match type. Might show up in more than one campaign in the reports. pay attention to targeting
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