10 PPC Myths Busted:PPC Myth Busters

Presented By: Amanda West-Bookwalter

1. Analytics Is Complicated To Use

• Intimidation from a lack of use

• Lots of data doesn’t always = hard to navigate

• Myth Bustin’!; Custom Reports Live Demo

2. Display Is Really Expensive

• This myth only holds true if your account is totally killing goals and limited by budget without Display.

• Click costs can be way lower than Search

• Advanced targeting allows reaching out to a smaller, more qualified audience.

3. Display is Terrible For Direct Response

• Topics, ICM, Contextual, & Ad Type layering: Specific Reach

– Select Topics & Interest Categories that are applicable

– Make keyword theme lists around stages in the buying cycle

3. Display is Terrible For Direct Response

Puppy – Topics & Contextual

Pets & Animals – Breeder Research – Image

Pets & Animals – Breeder Research – Text

Pets & Animals – Puppy Research – Image

Pets & Animals – Breeder Research – Text

Pets & Animals – Adoption Research – Image

Pets & Animals – Adoption Research – Text

Pets & Animals – Breeder Research – Image

Pets & Animals – Buy Stage– Image

Pets & Animals – Buy Stage – Text

Campaign

Ad Groups

3. Display is Terrible For Direct Response

• Managed Placement Approach

– Perfect for small budgets

– Small, targeted audience

– Possible research avenues: competitors, Google, and Google Ad Planner

4. adCenter Isn’t Worth My Time• Lower CPCs from less competition

• A different type of audience

• Import feature in editor

• Some features that are BETTER than Google’s (See Sam Owen’s “5 Ways adCenter Beats AdWords” Blog Post)

• Client example!

5. Broad Match Isn’t Worth Pursuing

• Increase volume!!– Frequent search query reports– Negative embedding– Modified Broad

• Client example!

6. Quality Score Is All About CTR• Speech Bubbles!

• Ad Relevance = tightly themed ad groups & keyword use in the ads

• Landing Page Experience = fast load times, keywords on the page, low bounce rates

• Campaign, Account, and Industry quality scores

7. Tablet Performs Like Desktop

• Different user behaviors, just like the difference between mobile and desktop.– Breaking out allows different bidding and budget

control

• Client Example!

8. Tablet Performs Like Desktop

9. Ads Should Always Be In The Top 3

• Use a pivot table, a la Sean Quadlin, to find your account’s optimal average position

10. Remarketing Images & Display Images Should Follow The Same Best Practices

• Change in targeting from stranger to the site to a previous visitor

• Begin building (conscious or subconscious) brand recognition

• Client Example!

Resources!

• Sam Owen’s “5 Ways adCenter Beats AdWords”:http://www.ppchero.com/5-ways-adcenter-beats-adwords/

• Sean Quadlin’s “Find Your PPC Account’s Optimal Average Position With Pivot Tables!”: http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-position-with-pivot-tables/

• The Ultimate Guide To Google AdWords Quality Score: http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/

Next Webinar!

September 13th

Sean Quadlin Hosts with WordstreamMore Info TBA