Impressions (Reach) Clicks (Wins) CTR (Effectiveness) Typical Issues • Complacency – it’s working • Not trying new ads • Not testing new CTA’s and Headlines • Now experimenting with new groups and keywords • Not measuring final conversion (beyond adwords) STOP REBOOT MEASURE 1. STOP – everything 2. REBOOT • Clear goals • Clear CTAs • Clear Ad Groups 3. MEASURE 4. OPTIMIZE & INNOVATE OPTIMIZE Quick Fix • Stop all ads not producing clicks • Get your CTR working first • Build impressions once you’ve dialed in some winning ads • Track the click to conversion • Pick the winners and multiply them Agency and client relationships age over time. Staff changes and priority adjustments can lead to less attention and success over time. Time to reboot! PPC Reboot - John McElhenney / http://uber.la CC 2014, share with attribution 10- 21-14 - @jmacofearth PPC REBOOT – Get Back to Basics

Marketing Reboot: PPC - Adwords

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A quick reboot on your Adwords marketing strategies.

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Impressions (Reach)

Clicks (Wins)

CTR (Effectiveness)

Typical Issues• Complacency – it’s working• Not trying new ads• Not testing new CTA’s and

Headlines• Now experimenting with new

groups and keywords• Not measuring final conversion

(beyond adwords)

STOP

REBOOT

MEASURE

1. STOP – everything2. REBOOT

• Clear goals• Clear CTAs• Clear Ad Groups

3. MEASURE4. OPTIMIZE & INNOVATE

OPTIMIZEQuick Fix• Stop all ads not producing clicks• Get your CTR working first• Build impressions once you’ve

dialed in some winning ads• Track the click to conversion• Pick the winners and multiply

them

Agency and client relationships age over time. Staff changes and priority adjustments can lead to less attention and success over time. Time to reboot!

PPC Reboot - John McElhenney / http://uber.laCC 2014, share with attribution 10-21-14 - @jmacofearth

PPC REBOOT – Get Back to Basics

http://uber.la/

http://twitter.com/jmacofearth