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#ppcsins @ChappyMargot @ErinSagin
7 Deadly Sins in Your PPC Account &
How to Fix Them
www.wordstream.com/learn
Want to get smart in paid search?
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Join the conversation on Twitter
#PPCSins
@WordStream
@ChappyMargot
@ErinSagin
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Meet Our Presenters
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Margot da CunhaPPC Content MarketerFormer windsurfing instructor@ChappyMargot
Erin SaginPPC Evangelist Former competitive piano player@ErinSagin
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Gluttony
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You’re Account is Overstuffed & Disorganized!
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Most of Your Keywords Aren’t Getting Impressions!
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Do your ad groups have over 30 keywords?
Do you have a massive amount of ad groups and/or campaigns?
Are you not sure why your account is structure the way it is?
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Restructure Your Account
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Delete the Junk!
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Utilize Tools to Split Ad Groups or Build New Campaigns/Ad Groups
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Greed
“Too much money ain’t enough money” – wise words from Lil Wayne
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You’re Abusing Broad Match
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How Broad Match Really WorksIn 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.
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crab CAKES GERMAN Oktoberfest extra DARK candy bar WEDDING gown
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Explore Different Match Types
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Implement a Tiered Bidding Strategy
Keyword Match Type
Base Bid
% Increase
Max CPC
chocolate cakes 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
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Wrath
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Not Using Negative Keywords!
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First: Learn How Negatives Work
Negatives can be applied at different levels
• Account level negatives Example: Do you sell tennis rackets, but not for kids? Make
keywords like “kids” and “children” account level negatives
• Campaign level negatives Example: “Tennis rackets for beginners” campaign – make
“advanced” and “intermediate” campaign level negatives
• Ad group level negatives Example: “Branded tennis rackets” campaign – for “Wilson
brand” ad group make the other brands ad group level negatives
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Use QueryStream to Identify Negatives & Set Negatives
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Lust
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Are You Lusting After Position #1?
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Overbidding Is Dangerous
You may be:• Negatively impacting your Quality Scores• Driving your CPA up too high• Instigating a bidding war
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Set Smart Initial BidsUse the Top of Page CPC and Page #1 CPC details to establish initial bids and tweak from there!
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Invest in a Bid Management Platform
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Sloth
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Are You Relying Solely on Google’s Suggestions to
Optimize?
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You might notice a common theme…
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Not all of us have money to blow….
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Tools like the 20 Minute Work Week are perfect for the money-conscious
marketer with limited time
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Envy
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Do You Have An Unhealthy Obsession With Your Competitors’ Accounts?
Don’t be this girl…
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Your Keywords Should Align With YOUR Offerings
None of these are actually next day delivery!!
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Analyze Your Search Query Report
*Pro-Tip: If you’re converting on a term that is NOT currently a keyword, consider adding it to your account!
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Don’t Be A Copy Cat
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Do Your Ads Stand Out?
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Identify Your USPWhat makes your product service unique?
• Quality• Pricing• Service• Convenience• Other benefits?
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Tout Your USP
Feature your USP Here!
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Make Your Ads Pop Using Extensions
Benefits:• Provide additional
information• Free!!• Minimal
maintenance• Cover more SERP
real estate
Up To 30% More Clicks!
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Extension Options Are EndlessFormats:
• Sitelink Extensions
• Callout Extensions
• Review Extensions
• Call Extensions• App
Extensions• Location
Extensions
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Make Your Ads Super-Specific Using Customizers
As sale ends (or quantity goes to zero), CVR
increases up to 3x!!
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Pride
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You’re Not Tracking Your PPC Progress!
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You might not be doing as well as you thought…
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Do you have conversion tracking set up?
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What about call tracking?
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Report on Your Progress
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Special Offers! Would You Like…
a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b)1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
Q & A
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THANK YOU!Benchmark your AdWords account
today!www.wordstream.com/google-adwords
Questions? 855.967.3787
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