The document discusses 7 ways to lose money with Google Adwords and PPC campaigns: 1) Not separating search and display networks; 2) Using only broad match keywords; 3) Not including negative keywords; 4) Sending all traffic to the homepage; 5) Creating campaigns and then not optimizing them; 6) Not utilizing an appropriate budget; 7) Not using geographic targeting. It then provides tips for effective PPC campaigns including using the right match types, optimizing regularly, and building landing pages.

1. How To Make Make Money & How
To Lose Money In PPC
Luke Alley, Director of PPC
Luke@AvalaunchMedia.com
@LukeAlley

2. Learn Top SECRETS!!!! Make
$1,000,000 In 72 Hours!!!!
@LukeAlley

3. How to Lose Money using Google
Adwords
1.Not Separating Search and Display Keywords
2.Broad Match Keywords
3.No Negative Keywords
4.Sending Traffic To Your Homepage
5.Set & Forget
6.Not Utilizing a Budget
7.Not Using Geographic Targets
@LukeAlley

4. Not Separating Search and Display
Network
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

5. The Search Network
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

6. The Display Network
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

7. Using Only Broad Match Keywords
BROAD MATCH
+MODIFIED +BROAD +MATCH
How to LOSE Money “PHRASE MATCH”
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords [EXACT MATCH]
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

8. Using Only Broad Match Keywords
MAKE MILLIONS- Millions of babies, make rain.
+MAKE +MILLIONS- Making millions, make tons
of millions.
How to LOSE Money “MAKE MILLIONS”- How to make millions, make
1. Not Separating Search
and Display Network millions online.
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage [MAKE MILLIONS]- Make millions.
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

9. Using Only Broad Match Keywords
The Broad Match Rule: never start
your campaign with broad match
keywords. Always start with a
How to LOSE Money combination of modified broad,
1. Not Separating Search
2.
and Display Network
Broad Match Keywords
phrase, and exact match.
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

10. Not Using Negative Keywords
Can you see that?
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

11. Not Using Negative Keywords
-NEGATIVE KEYWORD
Common negative keywords: -free, -youtube, -
craigslist, -map, -facebook, -game
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

12. Don’t Send Traffic To Your
Homepage – Just Don’t
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget But it’s my baby…
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

13. Create a Simple Landing Page
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

14. Create a Simple Landing Page
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

15. Create a Simple Landing Page
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

16. Create An Adwords Account and
Forget About It
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

17. Not Utilizing a Budget
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

18. Not Using Geographic Targeting
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
@LukeAlley

19. How to Make Money using Google
Adwords
1. Using and Understanding Match Types
2. Knowing Strengths and Weakness of Search
and Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific Landing Pages
@LukeAlley

20. Using and Understanding Match Types
MAKE MILLIONS- Millions of babies, make rain.
+MAKE +MILLIONS- Making millions, make tons
of millions.
“MAKE MILLIONS”- How to make millions, make
How to Make Money
1. Using and Understanding millions online.
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns [MAKE MILLIONS]- Make millions.
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

21. Using and Understanding Match Types
Rule #1- Start your campaign with modified broad
match, phrase match, and exact match.
Rule #2- Only use broad match if you have very
How to Make Money
low volume. Do extensive keyword research in
1. Using and Understanding
Match Types
this case.
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

22. Know Strengths and Weaknesses of
Search and Display Campaigns
Search Network- Google.com and Search
Partners (aol.com, cnn.com)
How to Make Money
Display Network- websites, blogs, news sites,
1. Using and Understanding
Match Types
etc.
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

23. Search Campaign Strengths
1. Reach people right when they are searching
for your product or service.
2. More qualified traffic.
3. Targeting is very specific. You know exactly
what you are getting.
4. Most people are familiar with how search
1.
How to Make Money
Using and Understanding
works.
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

24. Display Campaign Strengths
1. Lower Costs
2. Larger Reach Than Search Network
3. Less Competition
4. More Difficult For Competition To Find You
How to Make Money
1. Using and Understanding
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

25. Create Tight Knit Adgroups
WRONG GROUPING RIGHT GROUPINGS
One Huge Adgroup Become Rich
• Become rich online • Become rich online
• How to become rich • How to become rich
• Make millions of dollars
• Make money online Millions of Dollars
• Make money at home online • Make millions of dollars
How to Make Money
• Where to find millions of dollars • Where to find millions of dollars
1. Using and Understanding
Match Types Money Online
2. Knowing Strengths and
Weakness of Search and
• Make money online
Display Campaigns • Make money at home online
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

26. Optimizing On a Regular Basis – Add
New Keywords or Negative Keywords
How to Make Money
1. Using and Understanding
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

27. Optimizing On a Regular Basis –
Test New Ads
How to Make Money
1. Using and Understanding
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

28. Optimizing On a Regular Basis –
Optimize Bids
How to Make Money
1. Using and Understanding
Match Types
2. Knowing Strengths and
Weakness of Search and
Display Campaigns
3. Tight Knit Adgroups
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
@LukeAlley

29. Build PPC Specific Landing Pages
Compelling
Ad Copy
Phone
Number
Few Form
Clean Design Fields
Large Button
How to Make Money Privacy
1. Using and Understanding Policy
Match Types
2. Knowing Strengths and
Weakness of Search and Trust
Display Campaigns
3. Tight Knit Adgroups Symbols
4. Optimizing Regularly
5. Building PPC Specific
Landing Pages
Testimonials Business Address @LukeAlley

30. Tools We Talked About
• Adwords Editor
• Google’s Keyword Tool
• SpyFu
@LukeAlley

31. So Now What?
Hire Someone:
• Use an agency.
• Hire an in-house manager.
Do It Yourself:
• Start small, then expand.
• Use only keywords that are highly relevant to
your business, then go more broad.
• Track leads/sales from your site to measure
ROI.
@LukeAlley

32. Thank You!
Luke Alley, Director of PPC
Luke@AvalaunchMedia.com
@LukeAlley

33. Not Separating Search and Display
Network
How to LOSE Money
1. Not Separating Search
and Display Network
2. Broad Match Keywords
3. No Negative Keywords
4. Sending Traffic To Your
Homepage
5. Set & Forget
6. Not Utilizing a Budget
7. Not Using Geographic
Targets
8. No Frequency Capping
For Remarketing
@LukeAlley