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FAST TIMES, EASY WINS
AND BURNED MONEY: A BEGINNER’S GUIDE TO PPC
BY IAN LURIE
@PORTENTINT
@portentint
We do PPC
I do not
“Oh, $&!#. The boss is gonna talk PPC.”
Send me questions. I love ‘em.
@portentint
ian@portent.com
Ian Lurie
We need a safe word
“Interesting…”
@portentint
In spite of the stories herein, PPC
is not terrifying
@portentint
Learn from my mistakes
@portentint
Be calm
Embrace PPC stillness
A quick tour of the PPC universe
@portentint
“Hey wait why aren’t you talking
about Bing and Yahoo and…
@portentint
Search Market Share
Google
Everyone else (magnified 10x)
(but I’ll talk about them later)
“PPC” ads
Headlines
(now you can have 3)
Display URL
Description
2 lines
Ad Extensions
Ad Extensions
Local ads
PLAs
Mobile
Apps
Images from SearchEngine Land’s Ginny Marvin
https://portent.co/2RhOfnK
@portentint
It’s OK. Focus on the text ads for now
It’s an auction
Notmycar
THERE’S A
TWIST THAT’S
RIGHT BABY
YOU CAN’T JUST
BUY YOUR WAY
TO THE TOP YOU
GOTTA EARN IT
Quality Score
@portentint
$1.75
$2.10
$1.50
More $$$ ≭ Higher Ranking
@portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.
History
Clickthru
Ad keywords
Landing page keywords
QUALITY SCORE
ACCUMULATES
ACROSS CAMPAIGNS
Find it
Find it
Find it
Find it
Find it
@portentint
Know the quality score.
Be the quality score
@portentint
On to the boo-boos
@portentint
Mistake #1
Structural Meatloaf
@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…
@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
@portentint
Reduces eye strain
@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
Just get organized, ok?
@portentint
Mistake #2
Network Mistargeting
The Networks
Google.com
Search Partners
Display
@portentint
Google.com
@portentint
Gmail
@portentint
Google properties
@portentint
Search partners
@portentint
Display network
@portentint
My tale of whoaaaa
Less traumatic examples
Not my fault
Search partners
Guardian.co.uk
Uhm…
Whoops
Tutorialspoint.com
@portentint
Start with Google search only
@portentint
Run a separate campaign for this
@portentint
If you’re stoned
@portentint
I won’t, don’t worry
@portentint
Run a separate campaign for this
Start with Google
Separate campaigns for networks
@portentint
Mistake #3
Lousy Device Targeting
WE’RE GOING TO
SIMPLIFY TARGETING
TO MAKE IT EASIER
TO REACH THE
GROWING BASE OF
MOBILE USERS…
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
SEPARATE CAMPAIGNS FOR DEVICES
Organize by device type
SEPARATE CAMPAIGNS FOR DEVICES
Organize by device type
@portentint
Mistake #4
Match Type Mismatch
Not quite, but really funny
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
@portentint
Broad match
Synonyms
Misspelling
Stemming
Related
@portentint
Broad match
Synonyms
Misspelling
Stemming
Related
@portentint
Broad match modifier
“close variations”
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
@portentint
Phrase match
The phrase
+ Words before/after
@portentint
Exact match
That word/phrase
“close variations”
@portentint
Start with broad match modifier?
Watch this report
Watch the search terms report
SEPARATE AD GROUPS/CAMPAIGNS
Organize by match type
SEPARATE AD GROUPS/CAMPAIGNS
Organize by match type
@portentint
Mistake #5
Ignoring The Negative
@portentint
@portentint
We’re gonna have words
@portentint
Negative keywords
Watch the search terms report
@portentint
Mistake #6
Dumb Copy
@portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.
A+
C-
“Car repair”
F-
Put keywords in ads
3 headlines = +8% clickthrough
Use all the characters & headlines
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
Test ads
@portentint
Mistake #7
Ego-Driven Keywords
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
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
Think Like A Marketer
@portentint
Mistake #8
Rough Landings
@portentint
“Quality score is an estimate of the
quality of your ads, keywords and
landing pages.
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
Put your keywords on your landers
Make your landers blazing fast
@portentint
Mistake #9
The Geography Lesson
WE’RE GETTING LOTS
OF LOW-COST TRAFFIC
FROM ALL OVER THE
COUNTRY WE ARE SO
GREAT RIGHT?
WE DON’T SELL
ANYTHING IN
TEXAS. OR NEW
YORK. OR OHIO.
OR FLORIDA…
Geographic report
Geographic report
Geo targeting
Geo targeting
Target precisely
Don’t go nuts
@portentint
Mistake #10
Ignoring The Brand
@portentint
@portentint
@portentint
POOPY BAD SUCK
JERKS LOUSY S&!T
F@#* CRAPPY
STUPID EW ICK Negative keywords
Protect the brand
Also: Protect your turf
Also: Protect your turf
@portentint
Mistake #11
Skipping Other Networks
A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
Here be bargains. Arrrr.
@portentint
Mistake #12
The Advice Vice
@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
Don’t. Trust. Unsolicited. Calls.
Be skeptical
@portentint
Other tips
Conversion tracking
Retargeting
DISPLAY VIDEO VOICE
CUSTOM AUDIENCES
GMAIL APPS EXTENSIONS
CLICK TO CALL CLICK TO
MESSAGE PARALLEL
TRACKING TRUVIEW SMART
BIDDING EXPRESS
@portentint
Keep it simple. Do what you know.
@portentint
Always be optimizing
@portentint
Always try to beat your previous best
@portentint
Be one with the PPC
@portentint
IF YOU HATED THIS TALK, PLEASE LIE
ian@portent.com
@portentint
https://portent.co/ppc-mistakes

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A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money

  • 1. FAST TIMES, EASY WINS AND BURNED MONEY: A BEGINNER’S GUIDE TO PPC BY IAN LURIE @PORTENTINT
  • 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
  • 10. A quick tour of the PPC universe
  • 11. @portentint “Hey wait why aren’t you talking about Bing and Yahoo and…
  • 13. (but I’ll talk about them later)
  • 21. PLAs
  • 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
  • 26. THERE’S A TWIST THAT’S RIGHT BABY YOU CAN’T JUST BUY YOUR WAY TO THE TOP YOU GOTTA EARN IT
  • 29. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
  • 37. @portentint Know the quality score. Be the quality score
  • 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
  • 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
  • 59. @portentint Run a separate campaign for this
  • 62. @portentint Run a separate campaign for this
  • 63. Start with Google Separate campaigns for networks
  • 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
  • 70. Not quite, but really funny
  • 79. @portentint Start with broad match modifier? Watch this report
  • 80. Watch the search terms report
  • 87. Watch the search terms report
  • 89. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
  • 90. A+ C-
  • 93. 3 headlines = +8% clickthrough
  • 94. Use all the characters & headlines
  • 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
  • 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
  • 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…
  • 118. POOPY BAD SUCK JERKS LOUSY S&!T F@#* CRAPPY STUPID EW ICK Negative keywords
  • 124. Here be bargains. Arrrr.
  • 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
  • 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.
  • 135. @portentint Always try to beat your previous best
  • 137. @portentint IF YOU HATED THIS TALK, PLEASE LIE ian@portent.com @portentint https://portent.co/ppc-mistakes