Perils and Pitfalls of PPC Marketing

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1 Copyright 2014 KeyRelevance LLC 1 Perils and Pitfalls of PPC Marketing State of Search Conference Christine Churchill President,

2 Speaker: Christine Churchill President of KeyRelevance, LLC Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) 10 Year Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) Author at Search Engine Land & Web Marketing Today Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences Masters degree and over 15 years online marketing experience Copyright 2014 KeyRelevance LLC

3 The Myth About PPC Running a PPC Campaign can be deceptively easy For most engines, all you need is a credit card. Enter keywords, assign a bid, choose a landing page, write your ads and off you go! 3

4 The Reality Running an effective PPC campaign takes knowledge, strategy, and care Setting up a PPC account is like starting a car and putting it in gear: It s easy. Driving without an accident is harder Done wrong, PPC marketing can be very expensive and not cost effective 4

5 What We ll Cover If you re going to swim with sharks, know the rules to survive Common problems at different account levels Questions to ask yourself when reviewing an account Helpful resources Copyright 2014 KeyRelevance LLC

6 Google PPC Account Layout Account Information Account Ownership, Access Info, Credit Card Reports, Tools Campaign Campaign Campaign Campaign Budgets, Max Bids, Bidding Style, Networks, Audience, Geo-Targeting, Day-Parting, Negative KW Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group KW List, Ads KW List Keywords, Match Type, Negative Keywords KW List Ad Copy Ad Copy Ad Copy Title, Message, Display URL, Landing Page, DKI 6

7 Check Each Level For Problems Start at the Account level Check at Account Level to see if there are any messages Any limited by budget messages showing? This might mean a high volume keyword eating all the budget Any messages about keywords conflicts or ads not running? Copyright 2014 KeyRelevance LLC 7

8 Account Quick Checks - Location Are your geographic areas correct? If you don't sell out of the US or the state, don't show ad out of your selling area Is geographic bid up adjustment appropriate? Copyright 2014 KeyRelevance LLC 8

9 Account Quick Checks Manageable Size Use minimal number of campaigns needed (usually needed for managing cases like budgeting, geo, language, & network targeting) Are there so many adgroups in a campaign that make it hard to manage? Copyright 2014 KeyRelevance LLC 9

10 Review Ad Scheduling Are you running ads at the right time? Consider day-parting so ads don t run when the brick and mortar store is closed or when no one answers the phone? Are certain times of day better for conversions? Consider daypart bid adjustments Copyright 2014 KeyRelevance LLC 10

11 Are Measures of Success Identified & Tracked? Identify & measure relevant success metrics Orders Newsletter signups Donations White Paper downloads Leads Registrations Coupons redeemed Increased time on site Visits Stickiness/pageviews Branding Phone calls If phone calls are important to you, make the number prominent and track calls. 11

12 Negative Keywords? Are the negative keyword lists built out? In Display networks, negative keywords are limited to 50 per auction If you provide more, Google will randomize which ones it uses and ignore the rest Quick Review Negative Keywords (excluded KW) are words or phrases in your account which will prevent your ad from being displayed Examples: Free (when your product costs money) Labrador (when you are selling chocolate) 12

13 Copyright 2014 KeyRelevance LLC 13 Search Term Report Doesn t Show All Terms That s a lot of terms Google doesn t show!

14 Ad Copy Quick Checks Are ads (and landing pages) taking advantage of seasons and holidays? Are you testing multiple ad copy? Review ads for relevance, quality, message? Copyright 2014 KeyRelevance LLC 14

15 More Ad Checks Are you using DKI (Dynamic Keyword Insertion) appropriately? Do ads read well? Are ads maximizing use of the Display URL? Copyright 2014 KeyRelevance LLC 15

16 Ecommerce Quick Checks Using Google Shopping Ads? If so, are the product feeds optimized? Monitor Merchant Account for errors What is the graphic quality? Are you making proper use of custom labels? If you re an ecommerce site and not using Shopping ads, you should be! Copyright 2014 KeyRelevance LLC 16

17 Helpful Resources Inside Adwords - Google Analytics Blog - PPC Hero - Optmyzr - 3Q Digital - SearchEngineLand -http://searchengineland.com Certified Knowledge - Wordstream - SearchEngineWatch SEM Clubhouse Copyright 2014 KeyRelevance LLC 17

18 Thank You! Christine Churchill Copyright 2014 KeyRelevance LLC 18

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