Get better at PPC by seeing what really bad PPC looks like. At ACP-LS I talked about the many ways to screw up a PPC campaign, and provided some tips for getting it right. These are the slides.

1. FAST TIMES, EASY WINS
AND BURNED MONEY: A BEGINNER’S GUIDE TO PPC
BY IAN LURIE
@PORTENTINT

2. @portentint

3. We do PPC

4. I do not
“Oh, $&!#. The boss is gonna talk PPC.”

5. Send me questions. I love ‘em.
@portentint
ian@portent.com
Ian Lurie

6. We need a safe word
“Interesting…”

7. @portentint
In spite of the stories herein, PPC
is not terrifying

8. @portentint
Learn from my mistakes

9. @portentint
Be calm
Embrace PPC stillness

10. A quick tour of the PPC universe

11. @portentint
“Hey wait why aren’t you talking
about Bing and Yahoo and…

12. @portentint
Search Market Share
Google
Everyone else (magnified 10x)

13. (but I’ll talk about them later)

14. “PPC” ads

15. Headlines
(now you can have 3)

16. Display URL

17. Description
2 lines

18. Ad Extensions

19. Ad Extensions

20. Local ads

21. PLAs

22. Mobile

23. Apps
Images from SearchEngine Land’s Ginny Marvin
https://portent.co/2RhOfnK

24. @portentint
It’s OK. Focus on the text ads for now

25. It’s an auction
Notmycar

26. THERE’S A
TWIST THAT’S
RIGHT BABY
YOU CAN’T JUST
BUY YOUR WAY
TO THE TOP YOU
GOTTA EARN IT

27. Quality Score

28. @portentint
$1.75
$2.10
$1.50
More $$$ ≭ Higher Ranking

29. @portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.

30. History
Clickthru
Ad keywords
Landing page keywords

31. QUALITY SCORE
ACCUMULATES
ACROSS CAMPAIGNS

32. Find it

33. Find it

34. Find it

35. Find it

36. Find it

37. @portentint
Know the quality score.
Be the quality score

38. @portentint
On to the boo-boos

39. @portentint
Mistake #1
Structural Meatloaf

40. @portentint
Account
Campaign 1
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
HOW AM I SUPPOSED TO
MANAGE PERFORMANCE?
FUUUUUUUUUUUUUU…

41. @portentint
GOOD STRUCTURE = GOOD QS
YesAccount
Campaign 1
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
Campaign 2 Campaign 3
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
Ad group 1
Ad group 2
Ad group 3
Ad group 1
Ad group 2
Ad group 1
Ad group 2

42. @portentint
Reduces eye strain

43. @portentint
Account
Mobile
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
Seattle Branded
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
My Great Ad Here With Cool Headline
https://urlhere.com/theUrl
This is the ad text. It’s text. For the ad. And stuff.
Could be one line. Could be two.
Ad group 1
Ad group 2
Ad group 3
Ad group 1
Ad group 2
Ad group 1
Ad group 2
Target ad text, region, bids, devices, etc.
For optimal quality score

44. Just get organized, ok?

45. @portentint
Mistake #2
Network Mistargeting

46. The Networks
Google.com
Search Partners
Display

47. @portentint
Google.com

48. @portentint
Gmail

49. @portentint
Google properties

50. @portentint
Search partners

51. @portentint
Display network

52. @portentint
My tale of whoaaaa

53. Less traumatic examples
Not my fault

54. Search partners
Guardian.co.uk

55. Uhm…

56. Whoops

57. Tutorialspoint.com

58. @portentint
Start with Google search only

59. @portentint
Run a separate campaign for this

60. @portentint
If you’re stoned

61. @portentint
I won’t, don’t worry

62. @portentint
Run a separate campaign for this

63. Start with Google
Separate campaigns for networks

64. @portentint
Mistake #3
Lousy Device Targeting

65. WE’RE GOING TO
SIMPLIFY TARGETING
TO MAKE IT EASIER
TO REACH THE
GROWING BASE OF
MOBILE USERS…

67. SEPARATE CAMPAIGNS FOR DEVICES
Organize by device type

68. SEPARATE CAMPAIGNS FOR DEVICES
Organize by device type

69. @portentint
Mistake #4
Match Type Mismatch

70. Not quite, but really funny

73. @portentint
Broad match
Synonyms
Misspelling
Stemming
Related

74. @portentint
Broad match
Synonyms
Misspelling
Stemming
Related

75. @portentint
Broad match modifier
“close variations”

77. @portentint
Phrase match
The phrase
+ Words before/after

78. @portentint
Exact match
That word/phrase
“close variations”

79. @portentint
Start with broad match modifier?
Watch this report

80. Watch the search terms report

81. SEPARATE AD GROUPS/CAMPAIGNS
Organize by match type

82. SEPARATE AD GROUPS/CAMPAIGNS
Organize by match type

83. @portentint
Mistake #5
Ignoring The Negative

84. @portentint

85. @portentint
We’re gonna have words

86. @portentint
Negative keywords

87. Watch the search terms report

88. @portentint
Mistake #6
Dumb Copy

89. @portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.

90. A+
C-

91. “Car repair”
F-

92. Put keywords in ads

93. 3 headlines = +8% clickthrough

94. Use all the characters & headlines

96. Test ads

97. @portentint
Mistake #7
Ego-Driven Keywords

98. I WILL RANK #1 FOR
SHOES AND FOR MY
NAME OR YOU ARE
FIRED I DON’T CARE
HOW MUCH IT
COSTS DO IT NOW OR
I SHALL RAIN DOWN
THE VERY FIRES OF
HECK UPON YOU FOR
YOUR INSOLENCE

99. WHAT HAPPENED
WHERE DID ALL MY
MONEY GO WHAT THE
HECK IS WRONG WITH
YOU I’M FIRING YOU
THIS WASN’T MY IDEA
YOU TRICKED ME

100. Think Like A Marketer

101. @portentint
Mistake #8
Rough Landings

102. @portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.

104. Put your keywords on your landers

105. Make your landers blazing fast

106. @portentint
Mistake #9
The Geography Lesson

107. WE’RE GETTING LOTS
OF LOW-COST TRAFFIC
FROM ALL OVER THE
COUNTRY WE ARE SO
GREAT RIGHT?

108. WE DON’T SELL
ANYTHING IN
TEXAS. OR NEW
YORK. OR OHIO.
OR FLORIDA…

109. Geographic report

110. Geographic report

111. Geo targeting

112. Geo targeting

113. Target precisely
Don’t go nuts

114. @portentint
Mistake #10
Ignoring The Brand

115. @portentint

116. @portentint

117. @portentint

118. POOPY BAD SUCK
JERKS LOUSY S&!T
F@#* CRAPPY
STUPID EW ICK Negative keywords

119. Protect the brand

120. Also: Protect your turf

121. Also: Protect your turf

122. @portentint
Mistake #11
Skipping Other Networks

124. Here be bargains. Arrrr.

125. @portentint
Mistake #12
The Advice Vice

126. @portentint
HEYYYY WE’VE GOT
SOME SUGGESTIONS
FOR YOU THAT WILL
MAKE US YOU MORE
MONEY JUST UP YOUR
BIDS AND ADD THESE
KEYWORDS NEVER
MIND ABOUT
CONVERSIONS AND
THAT KIND OF SILLY
STUFF IT’S NOT
IMPORTANT

127. Don’t. Trust. Unsolicited. Calls.

128. Be skeptical

129. @portentint
Other tips

130. Conversion tracking

131. Retargeting

132. DISPLAY VIDEO VOICE
CUSTOM AUDIENCES
GMAIL APPS EXTENSIONS
CLICK TO CALL CLICK TO
MESSAGE PARALLEL
TRACKING TRUVIEW SMART
BIDDING EXPRESS

133. @portentint
Keep it simple. Do what you know.

134. @portentint
Always be optimizing

135. @portentint
Always try to beat your previous best

136. @portentint
Be one with the PPC

137. @portentint
IF YOU HATED THIS TALK, PLEASE LIE
ian@portent.com
@portentint
https://portent.co/ppc-mistakes