From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1

1. #SMX #24C1 @PPCkimpossible
“Efficiency is Intelligent Laziness.”
10 PPC Hacks, Tips,
& Tricks to Optimize
Your Time
Kim Thomas
Director of Digital Advertising,
Wheelhouse Search

2. #SMX #24C1 @PPCkimpossible
• Data-­‐Driven
Tasks
Core
of
Paid
Search
Management
• Repetitive
Tedium
in
Day-­‐
to-­‐Day
• Use
10
Tips
&
Tricks
to
Optimize
Your
Time
PPC Life Advice…
• 15
Min.
Saved/Day
=
5
Hours/Month

3. #SMX #24C1 @PPCkimpossible
New Tools for Keyword Research & Expansion
Tip #1: E x p a n d

4. #SMX #24C1 @PPCkimpossible
• Rise
of
Voice
Search
• Siri,
Cortana
(Windows
10
Desktop)
Tip #1: Expand
So
Many
Keywords,
So
Little
Time
• Try
Answer
The
Public
(answerthepublic.com)
• Search
Query
Data
Visualization
Tool
• Google’s
Autocomplete
• Questions,
Prepositions,
Alphabetical
List
of
Queries
• Download
Visuals
or
.CSV
• Do
Not
Ignore

5. #SMX #24C1 @PPCkimpossible
Type in Query Visuals or .CSV
Tip #1: Expand

6. #SMX #24C1 @PPCkimpossible
Prepositions: For, Like,
Without, With, Versus, To,
Near
Tip #1: Expand

7. #SMX #24C1 @PPCkimpossible
Question Modifiers: Which,
Who, What, Where, When,
Why, How, Are
Tip #1: Expand

8. #SMX #24C1 @PPCkimpossible
Stay Up To Date On Your Brand
Tip #2: Be Aware

9. #SMX #24C1 @PPCkimpossible
• Use
Google
Alerts
To
Be
Notified
About
Your
Brand
Tip #2: Be Aware
• Deliver
to
Email
Address
or
RSS
Feed
• Mentions
of
Your
Company,
Product
and/or
Services
• Blogs,
News,
Web,
Finance,
Video,
Books,
Discussion

10. #SMX #24C1 @PPCkimpossible
Compare Yourself to Other Brands, Ads, & Offers
Tip #3:
Be Competitive

11. #SMX #24C1 @PPCkimpossible
• Compare
Your
Brand
to
Others
Tip #3: Be Competitive
You
Can’t
Compete
Where
You
Don’t
Compare
• Use
Moat
for
Competitive
Display
Ad
Comparison
(moat.com)
• Free
Tool
w/
Paid
Upgrades
• Comparable
Offers
&
Ads
• Image
Size,
Time,
Page
Last
Seen
On,
Share
Ad,
&
More

12. #SMX #24C1 @PPCkimpossible
Improve Your Lead Quality
Tip #4: Improve

13. #SMX #24C1 @PPCkimpossible
• Constantly
Chase
More
Leads
at
Cheaper
Price
Tip #4: Improve
• Improve
Lead
Quality
• Optimize
Further
Down
the
Funnel
for
Opportunity
Creation
a)
Import
CRM
Data
into
Bidding
Platform
b)
Import
Rev.
Values
from
Sales
for
Opp.
Creation
&
Opp.
Closed
Create
Weighted
Rev.
Formula
for
ROAS
Opt.

14. #SMX #24C1 @PPCkimpossible
Repurpose Your Digital Advertising Audiences
Tip #5:
Repurpose

15. #SMX #24C1 @PPCkimpossible
• Take
Advantage
of
Targeting
from
Display
&
Social
Campaigns
Tip #5: Repurpose
• Repurpose
Traffic
from
Other
Digital
Advertising
Channels
for
Remarketing/
RLSA
• Create
Audiences
by
Source,
Destination
URL,
etc.

16. #SMX #24C1 @PPCkimpossible
Labels, Comments, Annotations, & Bids
Tip #6: Organize

17. #SMX #24C1 @PPCkimpossible
1)
Utilize
AdWords
Labels*,
AdWords
Comments*,
&
Google
Analytics
Annotations
Tip #6: Organize
• AdWords
Labels:
Organization
&
Reporting
*Available
at
Campaign,
Ad
Group,
Keyword,
&
Ad
Copy
Levels
• AdWords
Comments:
Insight
into
Account
Changes

18. #SMX #24C1 @PPCkimpossible
• Google
Analytics
Annotations:
Record
Major
Changes
&
Updates
• Historical
Context
&
Continuity
in
Account
Transitions
Tip #6: Organize

19. #SMX #24C1 @PPCkimpossible
2)
Modify
“Cents”
Bids
Based
on
Performance
to
Quickly
Determine
Change
History
of
Keyword
Tip #6: Organize
• Ex.
Bids
Ending
in
$_.11
or
$_.33
=
Bidding
Down
Due
to
Low
Performance
*Available
at
Campaign,
Ad
Group,
Keyword,
&
Ad
Copy
Levels
• Ex.
Bids
Ending
in
$_._0
=
Bidding
Up
Due
to
High
Performance
• Only
Works
for
Manual
Bidding
• Performance
Over
Processes
–
Don’t
Use
Method
if
Account
Sensitive
to
Bid
Changes
&
Would
Neg.
Impact
Performance

20. #SMX #24C1 @PPCkimpossible
Custom Columns
Tip #7:
Customize

21. #SMX #24C1 @PPCkimpossible
• Create
Custom
Columns
in
AdWords
Editor
Tip #7: Customize
• Columns
>
Modify
Columns
>
Custom
Columns
• +Custom

22. #SMX #24C1 @PPCkimpossible
• Create
Column
Name
&
Description
Tip #7: Customize
• Select
Metrics
&
Create
Formula
• Select
Segments
(Network,
Device,
Top
vs.
Other,
+1
Annotations,
Conversions)
• Ex.
Metrics
by
Device,
Google
Search
vs.
Search
Partners,
Metrics
by
Conv.
Type
• Note:
Allows
You
to
Customize
the
Performance
Summary
Graph

23. #SMX #24C1 @PPCkimpossible
I Do Not Mean Excel
Tip #8: Automate

24. #SMX #24C1 @PPCkimpossible
• Automate
to
Cut
Down
on
Time
Tip #8: Automate
• Automate
Rules
• Ad
Scheduling
• AdWords
Editor
Quick
Reference
• Help
>
Shortcuts
or
Ctrl+?
• Scripts
• Google
Developers
AdWords
Scripts
• FreeAdWordsScripts.com
(Russell
Savage)
Ctrl+Shift+C :
Copy
campaign
or
ad
group
shell
Ctrl+Shift+K :
Copy
keyword
text
or
placement
URL
Ctrl+Shift+R :
Revert
selection
to
last
downloaded
state
Ctrl+H :
Replace
text
in
selected
items
Ctrl+Shift+H :
Append
text
to
selected
items
Ctrl+Alt+H :
Change
capitalization
of
selected
items
Ctrl+B :
Change
bids
of
selected
items
Ctrl+U :
Change
URLs
of
selected
items
Ctrl+P :
Post
changes
to
this
account
Ctrl+K :
Check
unposted
changes
for
this
account
Ctrl+Shift+B :
Make
multiple
changes
Ctrl+Shift+I :
Import
from
text
Ctrl+[ :
Accept
proposed
changes
Ctrl+] :
Reject
proposed
changes
Ctrl+Shift+V :
Paste
copied
items
into
selected
containers
Ctrl+Shift+A :
Activate
selected
items
Ctrl+Shift+P :
Pause
selected
items
Ctrl+F :
Search
Ctrl+R :
Refresh
filters
Ctrl+L :
Clear
filters
Shortcuts

25. #SMX #24C1 @PPCkimpossible
Better Than Find & Replace…
Tip #9:
Be Efficient

26. #SMX #24C1 @PPCkimpossible
1) Formula
Works
in
AdWords
Editor
Using
the
“Find
&
Replace”
Tool
(Ctrl+h)
Tip #9: Be Efficient
• Similar
to
=SUBSTITUTE
Feature
in
Excel
• Does
Not
Work
w/
“Append”
Tool
• Find
&
Replace
w/
Bracketed
Terms
• Spaces
Auto-­‐Adjust
to
%20
in
Final
URLs
Find
&
Replace
With…
[account]
Account
Name
[campaign]
Campaign
Name
[adgroup]
Ad
Group
Name
[keyword]
Keyword
Text
[headline]
Ad
Headline
[description1]
Ad
Description
Line
1
[description2]
Ad
Description
Line
2
[displayurl]
Display
URL
Text
[finalurl]
Final
URL
Text
[field]
Original
Text
Of
Field
You're
Changing

27. #SMX #24C1 @PPCkimpossible
Ex.
1:
Geo-­‐Modify
Keywords
Tip #9: Be Efficient
Ad
Group
–
Small
Business
Add
Cities
As
KWs
seattle
bellevue
Append
KWs
w/
Placeholder
(w/
Space)
adgroup
seattle
adgroup
bellevue
Find
Placeholder
&
Replace
w/
[adgroup]
[adgroup]
seattle
[adgroup]
bellevue
Render
as
Ad
Group
+
Keyword
small
business
seattle
small
business
bellevue

28. #SMX #24C1 @PPCkimpossible
Ex.
2:
Manually
Tag
URLs
Tip #9: Be Efficient
Campaign
–
Small
Business
Find
Placeholders
&
Replace
w/
[keyword]
&
[campaign]
www.example.com/?
utm_source=google&utm_medium=cpc&utm_t
erm=[keyword]&utm_campaign=[campaign]
URL
Will
Render
As:
www.example.com/?
utm_source=google&utm_medium=cpc&utm_te
rm=small%20business
%20kirkland&utm_campaign=Small
%20Business
Add
URL
w/
Placeholders
www.example.com/?
utm_source=google&utm_medium=cpc&utm_t
erm=keywordex&utm_campaign=campaignex

29. #SMX #24C1 @PPCkimpossible
1) Combine
Use
of
UI’s
&
Desktop
Editors
Tip #9: Be Efficient
Add
Sitelinks
or
Geo-­‐Targeting
to
Single
Campaign
in
UI
Download
Account
in
Editor
Copy
Sitelinks
or
Geo-­‐Targeting
Multi-­‐Select
Campaigns
Paste

30. #SMX #24C1 @PPCkimpossible
Tip #10: Share

31. #SMX #24C1 @PPCkimpossible
• Utilize
Shared
Features
to
Cut
Down
on
Management
&
Admin
Tip #10: Share
• Shared
Campaign
Negative
Keywords
• Shared
Campaign
Placement
Exclusions
• Shared
Bid
Strategies
• Shared
Budgets
• Shared
Sitelinks
• Note:
Limited
Availability
in
AWE

32. #SMX #24C1 @PPCkimpossible
SEE YOU AT THE NEXT #SMX!
THANK YOU!