Meet Your Presenter – Erin Sagin

• PPC Evangelist at WordStream

• 5 Years of Paid Search Expertise

• Recently Named the 4th Most Influential PPC Expert of 2016 by PPC Hero

• Twitter Addict (check her out @erinsagin!)

• Committed Couponer

This Is My Mom

When it comes to AdWords,

saving money isn’t quite as

easy…

11 Tactics to Help You

Make the Most of Your

PPC Budget

Money Saving Tactic #1

Add Negative Keywords

Don’t Risk Showing for Queries from Unqualified Searchers

No Click, No Problem? Not Quite…

Low CTR = Low QS =

Higher CPCs

Even Worse, Pay For a Click

…That Results In No Conversion

Use Negative Keywords as Protective Mechanism

Money Saving Tactic #2

Pause Poorly Performing

Keywords

Identify Keywords With Sky-High CPAs or Zero Conversions

Nix Keywords With Super-Low Search Volume

Money Saving Tactic #3

Stop Overbidding

Advertisers Are Far Too Obsessed With Being #1

It’s Not Always Worth It

Google Expects Higher CTRs for Top Positions

The New SERP Offers More Opportunity

Money Saving Tactic #4

Change Keyword Match

Types

Are All of Your Keywords Set to Broad Match?

crab CAKES GERMAN Oktoberfest

extra DARK candy

bar

WEDDING gown

Explore More Restrictive Match Types

Money Saving Tactic #5

Add Long-Tail Keywords

They Bring Super-Qualified Searchers

Find AMAZING Long-Tails In Your Search Query Data

Money Saving Tactic #6

Split Ad Groups

Big Ad Groups = Big Problem

If You Have Ad Groups With 20+

Keywords, It’s Time For An Account

Makeover

Restructure Your Account Based on Keyword Themes

Money Saving Tactic #7

Declare Split Test

Winners

Running A/B Tests? Good For You!

A/B Tests Are Harmful If There’s No Winner

How Do You Know When to Make the Call?

Determine If Your Results Are Statistically Significant

http://www.cardinalpath.com/resources/tools/ppc-ad-testing-tool/

Money Saving Tactic #8

Clean Up Your Landing

Pages

Send Searchers to the *Right* Pages

Send Searchers to the *Right* Pages

Streamline Your Path to Conversion

Money Saving Tactic #9

Utilize Bid Modifiers

Your Searchers’ Behavior Changes Based On Their Context

Segment by Location, Time of Day and Device to Identify Trends

Promote Your Unicorns

Money Saving Tactic #10

Create a Remarketing

Campaign

It Stinks To Pay For Clicks That Don’t Convert

Fact: I’m Obsessed With Jeni’s Splendid Ice Cream

More Important Fact: Each Pint Is Amount 4X

What I WANT To Pay For Ice Cream

On average,

81% of

people

abandon

shopping

carts before

making a

purchase.

Use Remarketing to Seal the Deal

Money Saving Tactic #11

Create a Branded

Campaign

Branded Keywords Are Notoriously Cheap

Plus, They Boost Your Quality Scores

Just Because There’re No

Magic Coupons Doesn’t

Mean You Can’t Do PPC

On a Budget!