[WEBINAR] Fix Your Broken PPC Campaign

Fix Your Broken

PPC Campaign!

#FixPPC

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#FixPPC

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Anna Sawyer, Marketing Manager@annafsawyer

Matt Hessler, Director of Account Management

@fasterstill

Let’s look at the

THREEBIGGESTDISASTERSOF OUR TIME

Armageddon

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Dante’s Peak Eruption

23

Your PPC Campaignneeds help!

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1

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Why is this such a big deal?

If your campaign isn’t finely tuned, you are losing

money.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Poor setup from the beginning

Bids aretoo low

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Why do campaigns fail?

Campaign wasleft to rununattended

Wrongexpectations

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But it goes deeper.

Poor QualityScore

Giantad

groups

Wrongcampaignsettings Stagnant

ads

Not enoughnegativekeywords

You needmore

keywords

Adposition

has dropped

Conversiontrackingissues

Bad landingpages

We’re going to talk a lot about Quality Score,

because it has great bearing on the success of your PPC

campaign.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Quality Score can determine how much you pay for a click and

where your ad appears: effectively

determining campaign success.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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The higher your Quality Score,

the lower your click

price (good)

and the higher your ad position

(good).

Quality Score Click price ad position

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But if you have a low Quality

Score...

it will be hard to fix

your CTR will suffer

your competitors will rank above you

you could pay too much for clicks

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First, general best practices for getting a good Quality Score.

Small, thematically-relevant ad groups

Bids priced to show ads on the first page

Keyword, ad and landing page relevance

Compelling ad copy that gets clicks

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Now we’ll share ways to repair your campaign.

Matt knows how to fix stuff!

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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Now we’ll share ways to repair your campaign.

Anna knows how to repair PPC campaigns,

but should not be trusted with a circular

saw.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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Get your negative keyword list going

Get settings dialed in

Get click-through rate up

Get ad groups organized

The steps!

Ad Group Architecture

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

If you still have keywords with a decent Quality

Score, leave them in their ad groups.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Build new ad groups with your poorly-performing

keywords.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Write new ads and bid high!

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Click-through tricks

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

They see your ad (it’s in a high

position)

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People click on your ads for two reasons:

Your ad catches their eye (awesome offer, exciting, relevant or

entertaining copy)

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Getting your ad to the top of the page

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Try “bid popping”.

Bid artificially high on keywords to

get them to positions 2-5. This should increase

your CTR.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Eye-catching ad copy

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secure download

huge selection

shipping deals

price

Search on some of your terms and see how you

can differentiate.

Use compelling, emotionally-charged language to increase click-through

rates.

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rock-bottom prices

offer ends soon

incredible deals

massive selection

Eye-catching ad copy

Get settings dialed in

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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Ad delivery

Ad rotation

Location/Geotargeting

Ad Scheduling with bidding adjustments

Settings (don’t trust the default)

PPC Settingsfor Success

CHECK OUT OUR RECORDED TRADA WEBINAR

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Negative keyword lists

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

If your keyword is auto repair

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-negative

auto repair school

miniature auto repair

free auto repair

foreign auto repair

ad negatives to prevent these terms from

showing

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-negative

auto repair school

miniature auto repair

free auto repair

foreign auto repair

-school

-miniature

-free

-foreign

Pull a search terms report to see which actual queries have triggered ads. This will help you build

out your keyword list.

When should yougive up?

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

If the volume of searchers is

incredibly low, maybe PPC isn’t for

you.

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Question: when should you give up?

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cat beretsno search information available

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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You’ll be sending traffic to a new domain

You are intending to restructure entirely

It’s seriously unsaveable

If your account is totally wrecked beyond repair,

you may consider starting again with a

new account.

But only if:

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

It is almost always best to try to

repair an account, rather than start

anew.

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Question: when should you give up?

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Do not duplicate your account!

This came straight from

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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Here’s where we take two minutes to show you how

Trada can help you scale your online advertising

... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns

yourself.

Trada has thousands of online advertising experts who do PPC and Facebook ads for you.

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

Turbine: a Trada Client

CAMPAIGN STATS:

Paid Search Experts: 15

Conversion Rate: 20% increase

Click-Through Rate: 40% increase

Cost-per-Conversion: 16% reduction

Turbine: a Trada Client

Turbine: a Trada Client

“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’

on paid search. Trada’s paid search experts know our

industry lingo and are running on all cylinders, driving high volumes to our Dungeons &

Dragons online gaming service.”

– Chase Huber Director, Advertising

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyer

Time for questions!

@fasterstill

InternetAds Update

Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for

understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes

store and subscribe! It’s free!

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyer

Time for questions!

@fasterstill