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• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email from Erin Sagin
• Join the conversation on twitter• @WordStream• @ErinSagin• #PPCSins
• Time for Q&A – don’t be shy!
Meet Erin Sagin• PPC Evangelist at WordStream
• 5 Years in Paid Search
• Voted the 4th Most Influential PPC Expert of 2016
• Sin most likely to commit: gluttony
#1 Gluttony
Overstuffing Your Account = Dangerous
If Your Keywords Have More Than ? Keywords, They Need Some Extra Love
?20
Split Them Into More Granular Groupings
Most of those Keywords Aren’t Getting Any Impressions, Anyway!
Delete the Junk!
#2 Greed
You Want It All!
You’re Abusing Broad Match
How Broad Match Really Works
In the words of Google:
Broad Match lets a keyword trigger your ad to show when someone searches for:• that phrase• similar phrases• singular or plural forms• misspellings• synonyms• stemmings (such as floor and
flooring)• related searches• other relevant variations.
crab CAKES GERMAN Oktoberfestextra DARK candy bar WEDDING gown
Explore Different Match Types
Explore Different Match Types
Keyword Match Type Base Bid % Increase Max CPC
[chocolate cake] exact $1.00 30% $1.30
“chocolate cakes” phrase $1.00 20% $1.20
+chocolate +cake modified broad $1.00 10% $1.10
chocolate cake broad $1.00 0% $1.00
Higher Relevancy = Higher Bid
#3 Wrath
You’re Not Blocking the Junk!
Consider Negative Settings – Impact Level
Account
Campaign
Ad Group
Example: Do you sell tennis rackets, but not for kids? Make keywords like “kids” and “children” account-level negatives
Example: In your “tennis rackets for beginners” campaign, make “advanced” and “intermediate” campaign-level negatives
Example: In your “Wilson rackets for beginners” ad group, make all other brands ad group-level negatives
Use QueryStream to Identify and Set New Negatives
#4 Lust
Why Are We All So Laser Focused on the Top Spot?
Be Wary of Overbidding – It’s More Dangerous Than You May Realize
You May Negatively Impact Your Quality Scores
A THREE?! Are you
kidding me?!
The Higher the Position, the Higher the Expected CTR
High CTR is a the KEY Factor to a Good Quality Score
You Could Drive Your CPAs Sky High
You Could Even Instigate an Expensive Bidding War
Set Smart Initial Bids
Invest in a Bid Management Platform
#5 Sloth
Can You Answer Yes to ALL of These Statements? I hop into my PPC account 1x a week.
I optimize my ads more than 1x a quarter.
I’ve added a negative keyword to my account in the last 30 days.
In Reality…× 99% of small business
advertisers do NOT!
× 53% of small business advertisers only optimize 1x per quarter!
× 43% of advertisers have NOT added a negative keyword in the past 30 days
I hop into my PPC account 1x a week.
I optimize my ads more than 1x a quarter.
I’ve added a negative keyword to my account in the last 30 days.
My Preferred Location
Running a PPC Account Is Like Going On a Diet
Aim to Complete Basic Optimizations 1X a Week
#6 Envy
We Sponsored a Party at MozCon a Few Nights Ago
Brief Interruption! If you or your colleagues are here at
MozCon, come see us at our booth!
Michelle Was In Search of a Kinkos
Michelle FOUND a UPS Store
Guess Where Michelle Went?
?
Protect Your Turf – Bid On Your Branded Terms
Sweeten the Deal With GIANT Text Ads
Sweeten the Deal With GIANT Text Ads
Spice It Up Even More With Extensions
#7 Pride
When You Assume, You Make An…
Just Because You’ve Improved, Doesn’t Mean You’re Top Dog
Run A Grader Report to See How You Stack Up
www.wordstream.com/google-adwords
We’ve Graded Over 1 Million Accounts
$9 BILLION
Less Proud Than You Were A Few Minutes Ago?
DO Something About It!
Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with AdWords Certified Consultant
3. I don’t need help with my PPC
Q&A
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