[WEBINAR] Fix Your Broken PPC Campaign
description
Transcript of [WEBINAR] Fix Your Broken PPC Campaign
Fix Your Broken
PPC Campaign!
#FixPPC
trada.com
#FixPPC
trada.comtrada.comtrada.com
Anna Sawyer, Marketing Manager@annafsawyer
Matt Hessler, Director of Account Management
@fasterstill
Let’s look at the
THREEBIGGESTDISASTERSOF OUR TIME
Armageddon
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Dante’s Peak Eruption
23
Your PPC Campaignneeds help!
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1
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Why is this such a big deal?
If your campaign isn’t finely tuned, you are losing
money.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Poor setup from the beginning
Bids aretoo low
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Why do campaigns fail?
Campaign wasleft to rununattended
Wrongexpectations
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But it goes deeper.
Poor QualityScore
Giantad
groups
Wrongcampaignsettings Stagnant
ads
Not enoughnegativekeywords
You needmore
keywords
Adposition
has dropped
Conversiontrackingissues
Bad landingpages
We’re going to talk a lot about Quality Score,
because it has great bearing on the success of your PPC
campaign.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Quality Score can determine how much you pay for a click and
where your ad appears: effectively
determining campaign success.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
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The higher your Quality Score,
the lower your click
price (good)
and the higher your ad position
(good).
Quality Score Click price ad position
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But if you have a low Quality
Score...
it will be hard to fix
your CTR will suffer
your competitors will rank above you
you could pay too much for clicks
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First, general best practices for getting a good Quality Score.
Small, thematically-relevant ad groups
Bids priced to show ads on the first page
Keyword, ad and landing page relevance
Compelling ad copy that gets clicks
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Now we’ll share ways to repair your campaign.
Matt knows how to fix stuff!
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
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Now we’ll share ways to repair your campaign.
Anna knows how to repair PPC campaigns,
but should not be trusted with a circular
saw.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
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Get your negative keyword list going
Get settings dialed in
Get click-through rate up
Get ad groups organized
The steps!
Ad Group Architecture
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If you still have keywords with a decent Quality
Score, leave them in their ad groups.
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Build new ad groups with your poorly-performing
keywords.
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Write new ads and bid high!
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Click-through tricks
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
They see your ad (it’s in a high
position)
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People click on your ads for two reasons:
Your ad catches their eye (awesome offer, exciting, relevant or
entertaining copy)
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Getting your ad to the top of the page
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Try “bid popping”.
Bid artificially high on keywords to
get them to positions 2-5. This should increase
your CTR.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Eye-catching ad copy
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secure download
huge selection
shipping deals
price
Search on some of your terms and see how you
can differentiate.
Use compelling, emotionally-charged language to increase click-through
rates.
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rock-bottom prices
offer ends soon
incredible deals
massive selection
Eye-catching ad copy
Get settings dialed in
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
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Ad delivery
Ad rotation
Location/Geotargeting
Ad Scheduling with bidding adjustments
Settings (don’t trust the default)
PPC Settingsfor Success
CHECK OUT OUR RECORDED TRADA WEBINAR
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Negative keyword lists
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
If your keyword is auto repair
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-negative
auto repair school
miniature auto repair
free auto repair
foreign auto repair
ad negatives to prevent these terms from
showing
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-negative
auto repair school
miniature auto repair
free auto repair
foreign auto repair
-school
-miniature
-free
-foreign
Pull a search terms report to see which actual queries have triggered ads. This will help you build
out your keyword list.
When should yougive up?
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
If the volume of searchers is
incredibly low, maybe PPC isn’t for
you.
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Question: when should you give up?
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cat beretsno search information available
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You’ll be sending traffic to a new domain
You are intending to restructure entirely
It’s seriously unsaveable
If your account is totally wrecked beyond repair,
you may consider starting again with a
new account.
But only if:
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
It is almost always best to try to
repair an account, rather than start
anew.
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Question: when should you give up?
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Do not duplicate your account!
This came straight from
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
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Here’s where we take two minutes to show you how
Trada can help you scale your online advertising
... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns
yourself.
Trada has thousands of online advertising experts who do PPC and Facebook ads for you.
Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
Turbine: a Trada Client
CAMPAIGN STATS:
Paid Search Experts: 15
Conversion Rate: 20% increase
Click-Through Rate: 40% increase
Cost-per-Conversion: 16% reduction
Turbine: a Trada Client
Turbine: a Trada Client
“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’
on paid search. Trada’s paid search experts know our
industry lingo and are running on all cylinders, driving high volumes to our Dungeons &
Dragons online gaming service.”
– Chase Huber Director, Advertising
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyer
Time for questions!
@fasterstill
InternetAds Update
Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for
understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes
store and subscribe! It’s free!
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyer
Time for questions!
@fasterstill