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7 Deadly Sins in Your PPC Account &

How to Fix Them

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Want to get smart in paid search?

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Join the conversation on Twitter

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@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

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