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14 Common & Yet Deadly PPC Mistakes That’ll Bleed Your Bank Account Dry (And How to Fix It)
Ouch!What PPCMistakes feel like!
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hello!I AMMATTHEWHUNTI am here because I love PPC & Internet Marketing. You can find me at: @matthewhuntme or poweredbysearch.com
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Jack!
who are you?
POWERED BY SEARCHWe are full service digital marketing
agency.
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PbS HQ
Toronto
We are Canada’s fastest growing digital marketing agency.
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““We love our clients!”
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tweet this:“If you can’t pay money to acquire a customer profitably, then you DO
NOT have a business!”
@poweredbysearch
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Mistake OneNot knowing WHO your buyers are.
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Buyer Persona Example
◎Take time to create buyer personas.
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Leverage Demographic Information
“If you have a limited budget, then target those who will most likely buy from you 1st!”
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4 Types of Buyers
◎People buy emotionally based on their personality, it’s not enough to only think about demographics.
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Mistake TwoAnalytics & Goals are NOT setup right.
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This is bad:
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What You Need to Know to Set up Goal Tracking Properly:
◎ How much a customer is worth to you.
◎ What the lifetime value (LTV).
◎ How long your buying cycle is.
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Goal Setup
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tweet this:“If you measure it, then you can
improve upon it!”
@poweredbysearch
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Mistake ThreeCampaigns structure is setup wrong.
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Questions to ask before setting up campaigns:◎ What locations do you want to target?
◎ Do you have top selling products/services?
◎ Do you have any seasonal products?
◎ How is your website structured?
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Example of Good Campaign Structure for Ecommerce:
Campaign
Account
Ad group
Coffee tables
Ads Ad 1 (Desktop)Ad 2 (Desktop)Ad 3 (Mobile)Ad 4 (Mobile)
Ad group
Sofa beds King size beds
Campaign
Beds
Furniture store
Ad groupAd group
Dining tables
Tables
Ads Ad 1 (Desktop)Ad 2 (Desktop)Ad 3 (Mobile)Ad 4 (Mobile)
Ads Ad 1 (Desktop)Ad 2 (Desktop)Ad 3 (Mobile)Ad 4 (Mobile)
Ads Ad 1 (Desktop)Ad 2 (Desktop)Ad 3 (Mobile)Ad 4 (Mobile)
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Example of Good Campaign Structure based on match type:
Campaign Keywords
TVs - Top of FunnelTV reviews
Which TV is bestPlasma or LCD
TVs - Mid Funnel
TVs - Bottom of Funnel
TV discountsTVs on sale
Best store to buy TVs
Buy 70 inch TVWhere to buy specific model no. } TV
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Ideal campaign naming structure:Named by Campaign
TypeNamed by Campaign
Theme Named by Geo-Targeting
Search | [Theme 1] | Exact
Search | [Theme 1] | Broad
Search | [Theme 2] | Exact
Search | [Theme 2] | Broad
Display | [Theme 1] | Image
Display | [Theme 1] | Video
Display | [Theme 2] | Image
Display | [Theme 2] | Video
Shopping | [Theme 1]
Shopping | [Theme 2]
[Theme 1] - Search - Exact
[Theme 1] - Search - Mod. Broad
[Theme 1] - Display
[Theme 1] - Remarketing
[Theme 1] - RLSA
[Theme 2] - Search - Exact
[Theme 2] - Search - Mod. Broad
[Theme 2] - Display
[Theme 2] - Remarketing
[Theme 2] - RLSA
UK | [Theme 1] | Search
UK | [Theme 1] | Display
UK | [Theme 1] | Remarketing
USA | [Theme 1] | Search
USA | [Theme 1] | Display
USA | [Theme 1] | Remarketing
GER | [Theme 1] |Search
GER | [Theme 1] |Display
GER | [Theme 1] |Remarketing
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tweet this:“For every hour spent organizing
your ppc campaigns, saves you 10 times that in re-work time.”
@poweredbysearch
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Mistake FourBudget allocation is wrong.
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Budget Allocation
$12,117 (spend) / $35.42 (avg CPL) = 342 leads
“Who else would be happy if we could get an additional 342 leads in less than 5 mins
without increasing your budgets?”
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Ideal Campaign Budget Allocation
20%
30%
50%
Strong Buying Intent
Moderate Buying
Intent
Testing
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Mistake FiveAccepting low quality scores.
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Where to find Quality Score:
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Why Quality Score is Important!
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Ad Rank &CPC Cost
Quality Score Formula:
CPC Bid
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tweet this:“Don’t pay Adword’s hidden taxes
by having low quality scores.”
@poweredbysearch
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Mistake SixAdgroups are disorganized.
If your adwords account looks like this desk then you need help!
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Messy Adgroups
◎DO NOT put all your keywords into one Adgroup.
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Mistake SevenMatch Types not being used right.
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Match TypesMatch Type Example Keyword Example SearchSymbol
Exact
Phrase
Broad
Modified Broad
Negative
[Keyword]
“Phrase”
None
+ Keyword
- Keyword
[Wedding Dress]
“Wedding Dress”
Wedding Dress
+Wedding +Dress
-Dress
Wedding Dress
White Wedding
DressWedding Gown
Dress For Wedding
Wedding Outfit
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Ideal Adgroup Leveling:Google Search &
Partners Campaign
Google Ad Group PHRASE
Google Ad Group EXACT
Google Ad Group BROAD
KeywordsExact Match
[Calls][Cheap calls][Call rates][Call tariff]
[Call landlines][Call mobiles]
KeywordsPhrase Match
“Calls”“Cheap calls”“Call rates”“Call tariff”
“Call landlines”“Call mobiles”Match Type Negatives
-[Calls]-[Cheap calls]-[Call rates]-[Call tariff]
-[Call landlines]-[Call mobiles]
Match Type Negatives
-”Calls”-”Cheap calls”-”Call rates”-”Call tariff”
-”Call landlines”-”Call mobiles”
KeywordsBroad Match
CallsCheap callsCall ratesCall tariff
Call landlinesCall mobiles
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Mistake EightNot using negative keywords.
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Negative keywords:
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Benefits to Adding Negatives:
◎ Lower costs and more revenues
◎ Higher CTRs resulting in better quality scores
◎ Increased conversion rates.
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Example wasted spend:
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tweet this:“Not adding negative keywords to
your ppc campaigns is like not wearing pants to work.”
@poweredbysearch
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Mistake NineBad landing page scent OR even worse… no landing pages!
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This is bad:
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This is better:
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tweet this:“Don’t waste your PPC budget by
not having good scent between ads & landing pages.”
@poweredbysearch
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Mistake TenNo real mobile experience.
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Place your screenshot here
Don’t do this:
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Place your screenshot here
This is better:
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Finding Your Mobile Traffic:
◎Look at your YoY stats on mobile via GA.
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Pro Tip:
Four Magic Words: Buy From Your Phone
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Mistake ElevenNot bidding strong enough for good positioning.
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Place your screenshot here
Where are you going to click?
If you DO NOT own the first two positions on mobile you are invisible.
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NEW - 4 Ads Above The Fold!
◎If you want to be above the fold, it’s now pay to play.
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Mistake TwelveBoring text ads and/or no sitelink extensions being used.
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Use Sitelinks:
◎Grab more screen real estate whenever possible.
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Ways to spice up text ads: ◎ Ask questions in your ads
◎ Use a story in your ads
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Ask yourself these questions prior to creating your ads: ◎ What are they thinking?
◎ Where are they?
◎ What problem are you helping them solve?
◎ What benefit will you give them?
◎ Are they researching or trying to complete something?
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tweet this:“Search queries are to fulfil a need, so be sure to understand the intent
behind the search before writing your ppc ad.”@poweredbysearch
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Mistake ThirteenNo exclusions and bad placements.
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Bad placements:
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Exclusions:
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Placements:
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Mistake FourteenPoor retargeting strategies.
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tweet this:“The average website converts at
2%, therefore most first time visitors
leave without taking the desired action we want.”
@poweredbysearch
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What is retargeting?
PRO TIP: Do not just blinding retarget to everyone who visits your website.
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3 reasons why you should care about retargeting:
1. The average CTR is 10x higher than that of regular display ads.
2. Retargeted visitors are 70% more likely convert.
3. One in five marketers has a dedicated ad budget for retargeting.
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Page Level Retargeting:
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Resources of Thought Leadership on PPC
Adwords Webinar
Screenshots of AdWords Improvements
Adwords Tip Article
Sequential Retargeting: Week 1:
Week 2:
Week 3:
Week 4:
Types of PPC Packages We OfferWeek 5:
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Customer Match Retargeting:
Target for upsells, cross sells, testimonials, surveys, exclusions & create amazing similar audiences.
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“Investing in PPC is a great way to have predictable growth in your
business!”
ppc works!
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WHAT IT’S COSTING YOU?
Monthly Revenue Goal◎Current Monthly Revenue
= What it’s costing you
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Why companies partner with PbS: ◎ They want to learn how to improve their
ppc.◎ They want to shortcut mistakes.
◎ They want to grow fast.
◎ They lack the internal resources & expertise to handle themselves.
◎ They want get more for less.
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Our process:
Discovery
Audit
Implementation
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If you want a to book a discovery call with me then visit:poweredbysearch.com/bookmatt
book me:
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thanks!ANY
QUESTIONS?
You can find us at:@poweredbysearch
poweredbysearch.com
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CreditsSpecial thanks to all the people who made and released these awesome resources for free:◎ Presentation template by SlidesCarnival◎ Photographs by Unsplash &
Death to the Stock Photo (license)◎ Dark wood background by The pattern library