5 Most Common PPC Obstacles
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Transcript of 5 Most Common PPC Obstacles
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5 Most Common PPC Obstacles& How to Overcome Them
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Presenters
•
Michael Stricker
– Marketing Director at SEMrush
– @radioms
• Kayla Kurtz
– Senior Digital Advisor at Hanapin Marketing.
– @one800kayla
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
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Budget Allocation
How much is too much? Too little?
Is there such a thing as ‘just right?’
Should we focus locally or nationally?
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Budget Allocation
Guess what?
It depends.
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Budget Allocation
Is this budget predetermined by outside forces?
Do you have ‘new’ budget or do you need to look at
non-productive channels?
Have you tried PPC before? What was budget then?
Do you NEED national targeting? Would regional or
local make better sense to start?
Complete some keyword research and follow that with
some backwards math!
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Budget Allocation
Cars.com – A Car Too Far?
Finding Competitors from Overview
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Budget Allocation
Cars.com – A Car Too Far?
Finding Competitors’ Ad Spend, Keywords and Traffic by
looking them up in ‘Advertising Positions’
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Budget Allocation
Cars.com – Traffic Price and Traffic
Comparing Competitors’ Ad Spend, Keywords and Traffic in
‘Charts’
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Budget Allocation
Cars.com – Cost per Keyword
Exporting and Graphing in Excel:
Competitors Keywords and Traffic Cost
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Keywords
Traffic Cost
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Budget Allocation
Cars.com – Cost per Traffic Unit
Exporting and Graphing in Excel:
Competitors Traffic and Traffic Cost
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Traffic
Traffic Cost
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Budget Allocation
Cars.com – Cost/Keyword, Cost/TrafficExporting and Graphing in Excel:
Competitors Cost/Keyword and Cost/Unit of Traffic
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com
Cost/Keyword
Cost/Unit of Traffic
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Budget Allocation
Quality Score Roulette
“Poor Quality Scores can lead to a tax of
up to 400% on your bid rates!”
~ Larry Kim, CTO of WordStream:
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Ad Copy & CTR
Can competitor ad research help me get a
leg up?
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Ad Competitive Intelligence
Competitive Intelligence
• Crowdsourced big data = what works now
• Why experiment when we can learn from others?
• Save:
• Effort
• Time
• Budget
• Then, do it better
• Advance rapidly based on experience (of others)
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Ad Competitive Intelligence
Competitive Intelligence
• Crowdsourced big data = what works now
• Why experiment when we can learn from others?
• Save:
• Effort
• Time
• Budget
• Then, do it better
• Advance rapidly based on experience (of others)
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Ad Competitive Intelligence
Competitive Intelligence - Keywords
•
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Ad Competitive Intelligence
Competitive Intelligence - Keywords
•
(X) Common = battle is joined!
(%) Uniques: yours = strengths, theirs = weaknesses
(+) All Keywords (great for export & sort)
(-) Unique to first domain (look at winners and upstarts)
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Ad Competitive Intelligence
Competitive Intelligence - Keywords
•
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Ad Copy & CTR
Competitive Intelligence – Ads History
Judge Competitors’ most successful Ads based on:
• Keywords contributing high proportion of their traffic
• Frequent, repetitious appearance of same Ad(s)
• High share of Impressions (Coverage %)
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Ad Copy & CTR
Competitive Intelligence – Ad Copy
Steal concise, customer-centric ad copy:
• keywords
• motivational, emotional desire triggers
• unique selling points
• value propositions
• risk reducers
• killer offers
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Live Poll Question #3
When you see an increase in competitor tactics, how do they typically do it?
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a) Bids
b) Keywords
c) Ad copy/content
d) Change in offer, service or product
e) Combination of all the above
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Diagnosing Performance Drops
Specific to clicks/traffic…
…how do you know where to look?
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Diagnosing Performance Drops
Performance will
not
always be on
goal.
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Diagnosing Performance Drops
Be as proactive as possible to prevent.
Benchmark & bookend current/anticipated
performance.
Start peeling back the individual segment layers of
where the problem COULD lie…
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Diagnosing Performance Drops
Every estimation of Traffic in SEMrush is based
on the best data available about CTR based on
position of Ads.
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Diagnosing Performance Drops
Diagnosis:
Competitors?
Keywords?
Prices/offers?
Copy content?
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Diagnosing Performance Drops
Diagnosis: Competitors Impression Share
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Diagnosing Performance Drops
Diagnosis: Keywords
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Diagnosing Performance Drops
Diagnosis: Copy, Offers
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Diagnosing Performance Drops
Diagnosis: Prices in NEW PLA Tool
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Tackling Declining Market Share
What’s making us invisible?
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Tackling Declining Market Share
What’s actually changed – your bids or your position?
Are Quality Scores declining or stagnant?
Is this engine in question perhaps over saturated?
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Tackling Declining Market Share
Competitors
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Tackling Declining Market Share
• Impressions Share in Ads Copies
• Total Keywords for which your Ads appear
in first two pages of Google
• PLAs have a different rank formula –
check images, too
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CPCs increasing & out of budget…
…where can we contract to improve
profitability?
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CPCs increasing & out of budget…
You can’t
simply keep
spending
MORE.
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CPCs increasing & out of budget…
Where are you losing money?
Keywords to eliminate or double down on?
Can those keywords be improved or would it matter?
Consider funnel value on each keyword – closer to a
sale or more top of funnel?
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Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE 30-day Trial SEMrush Guru
c.) No Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:
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CPCs increasing & out of budget…
FREE 30-day Trial SEMrush Guru
http://bit.ly/Hanapin-Free-Trial
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
SEMrush Feedback: [email protected]