Let’s face it - in the flurry of the tasks and strategy involved in PPC, you've made mistakes. Many of them avoidable and some of them huge. No matter how much of a seasoned digital marketer you are, it happens. In this webinar, our experts will go through four different areas where mistakes occur frequently, sometimes without you really understanding what the problem is.
In the recording, Hanapin Marketing experts, Racheal Law and Tony Ranard, walk you through easy-to-make mistakes and give pointers on how to avoid or quickly fix them.
You'll learn expert-level tips like:
*Common and uncommon mistakes that can kill your campaigns
*Quick fixes that will increase your conversion rate and better optimize your account
*Short-term and long-term repercussions of making certain mistakes
GreenSEO April 2024: Join the Green Web Revolution
PPC Mistakes You Didn't Know You Were Making
1. #thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
PPC Mistakes You Didn’t Know You’re Making
HOSTED BY:
2. #thinkppc
Presenters
• Rachael Law
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @law_rachael
• Tony Ranard
– Account Manager at Hanapin Marketing
3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.
4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
8. #thinkppc
Campaign Settings - Search Only
Ad Rotation
The Mistake:
Not checking the default Ad Rotation Setting (how Google decides which ad to show)
The Repercussions:
You could have a really great ad, but it isn’t showing!
If you’re conducting ad testing, this could skew your results
9. #thinkppc
Campaign Settings - Search Only
Ad Rotation
The Fix:
Double check these settings if you’re:
● Taking over an account
● Setting up a new campaign
● Starting a round of ad testing
10. #thinkppc
Campaign Settings - Search Only
Search Partners
The Mistake:
Not checking in on SPN performance
The Repercussions:
Poor performance on the SPN & wasted
spend
Skewed average position affects
optimizations
The Fix:
Pull a Search Partner report!
11. #thinkppc
Campaign Settings - Display
Target & Bid vs. Bid Only
The Mistake:
Using a targeting method that doesn’t align with your goals
The Repercussions:
Either too many or too few impressions, clicks, etc.
12. #thinkppc
Campaign Settings - Display
Target & Bid vs. Bid Only
The Fix:
Revisit the goals of the campaign, then adjust the setting!
13. #thinkppc
Campaign Settings
Delivery Method
The Mistake:
Leaving the deliver method set to the default -
Standard: Show Ads Evenly Over Time
The Repercussions:
You may miss out on valuable traffic if you’re
not already limited by budget
16. #thinkppc
Bids
Bidding Based On 2D
Performance
The Mistake:
Raising/Lowering bids on keywords
based solely on CPA, Conversions, and
Cost
The Repercussions:
Inefficiency and “surprises” within
your campaigns.
17. #thinkppc
Bids
Bidding Based On 2D Performance
The Fix:
● Be deliberate about bid changes and
have specific reasons for every
increase/decrease.
● Understand relationship between your
keywords and the account.
18. #thinkppc
Bids
Setting Initial Bids Too Low
The Mistake:
Setting initial bids at the your
preferred CPC or based on pre-
existing Average CPC.
The Repercussions:
● Lower CTR
● Lower QS
● Lower Avg. Position
Bids
20. #thinkppc
Bids
Underutilization/Reliance
on Bid Rules
The Mistake:
Not taking advantage of bid rules or
setting them and forgetting
The Repercussions:
● Wasted time on obvious bid
changes
● Making uninformed bid changes
lacking in any real strategy
21. #thinkppc
Bids
Underutilization/Reliance
on Bid Rules
The Fix:
● Make bid rules for your “obvious”
changes. Adjust settings to alert
you of any changes.
● Always check in on your bid rules
and revisit your bid rule strategy
frequently.
22. #thinkppc
Live Poll Question #3
#3 – In what area of your account do you feel you make the
most mistakes?
#thinkppc
a) Settings
b) Bids
c) Ads
d) Keywords
24. #thinkppc
Ads
Destination URLs
The Mistake:
Not QAing destination URLs
Not implementing proper tracking
The Repercussions:
Users may land on a 404 page or another page
that is irrelevant to their query
26. #thinkppc
Ads
Dynamic Keyword Insertion (DKI)
The Mistake:
Incorrect implementation of the DKI code
DKI doesn’t make sense with keywords in the ad group
The Repercussions:
Silly looking ads!
27. #thinkppc
Ads
Dynamic Keyword Insertion (DKI)
The Fix:
Double & triple check your DKI code and keywords to make sure it makes sense
Download a spreadsheet of your ads to easily find and replace any incorrect code
What To Check:
● Keyword Misspellings
● DKI Code
● Does it make sense with your strategy?
29. #thinkppc
Keywords
Duplicate Keywords
The Mistake:
If you are doing regular search query reports, you may be adding
duplicate keywords to your account unintentionally. It might also
be the case that you’ve inherited a messy account that already
has duplicate keywords (or you’ve added them by mistake).
The Repercussions:
Keywords competing against each other and driving up CPCs.
Queries triggering for ads you do not want
30. #thinkppc
Keywords
Duplicate Keywords
The Fix:
● Download a keyword report for all active
campaigns and ad groups. Then create a pivot
table with your keywords as the row label and
count of campaign as your values.
31. #thinkppc
Keywords
Neglecting Negatives
The Mistake:
Putting in a handful of obvious terms into your
negatives and then calling it quits. Or not
addressing negatives at all.
The Repercussions:
Irrelevant traffic, wasted spend, low quality score,
cross-pollution
33. #thinkppc
Keywords
Abandoning Your Brand
The Mistake:
Neglecting having brand terms in your keyword
lists or going on branded term autopilot
The Repercussions:
Leaving cheap conversions on the table and
allowing competitors to encroach on your territory
34. #thinkppc
Keywords
Abandoning Your Brand
The Fix:
● Always have a solid brand presence in
your PPC strategy.
● Be aware of the status of your brand
terms, competitive landscape, etc.
35. #thinkppc
Keywords
RLSA Keyword Selection
The Mistake:
Applying traditional keyword strategy to RLSAkeyword lists
The Repercussions:
Limiting reach of RLSA campaign/Not fully utilizing it
36. #thinkppc
Keywords
RLSA Keyword Selection
The Fix:
● Use an increased number of broad match type
keywords and more general themed keywords
● Have well thought out and comprehensive
audiences
38. #thinkppc
Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.
o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).
40. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com
Notes de l'éditeur
Kayla
Kayla
Kayla
Kayla
Kayla
Ad Rotation is how Google determines which ad to show at any given time. The options available are: optimize for clicks, optimize for conversions, rotate evenly, and rotate indefinitely.
To get a better picture of how Google is showing your ads, enable the % Served column, and also take a look at overall click and conversion volume for your ads. In this example we are testing two ads against each other, but one has been shown 81% of the time!
To fix this problem just change your Ad rotation settings within the campaign settings. You’re going to want to make sure you take a look at these settings in any of the three situations listed
If your goal is to increase your overall reach and you just want as many impressions as you can get, bid only might be the way to go. This corresponds to the screenshot on the left, you can see that the estimated reach is way greater. If the goal of your display campaign is to advertise to a very targeted audience to gain conversions at a good CPA or conversion rate, target & bid is a good option.
What happens here is that Google will save impressions for later in the day if your campaign is set to Standard, thus you could be missing out on valuable impressions that could lead to conversions.
While standard delivery is probably a good idea if you’re capped by budget, but if you’re not (and ideally you’re not), you might test out switching to Accelerated. Google will show your ad whenever at all possible.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out. Coud mess with a tiered bidding strategy
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out.
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out.
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out.
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out.
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
*This common mistake stems from the idea that all performance is equal and that forgetting that seemingly identical performance can be the result of vastly different circumstances.
*Not a back-breaker in and of itself but it could lead to potential problems later on.
*The Mistake
-Making bid changes to all good CPA keywords equally, making decreases on poor performing keywords in the same fashion.
*The Repercussions
-Introduce the opportunity for rapidly escalating CPCs without the prospect of increased performance
+Especially bad if you have tight budgets and big budget competitors
-Hamstring potentially good keywords that might have got off to a rough start
-Could overlook opportunities for new keyword themes (miss what is really doing the work) with broad. Then have a highly over bid broad KW when you eventually pull those good terms out.
*The Fix
-Know why terms are performing the way they are before making changes. Do not have one size fits all bid strategies.
You’ll want to QA your destination URLs carefully to ensure that your users aren’t going to a 404 page or a totally irrelevant page.
Mention segmentation by match type. Might show up in more than one campaign in the reports. pay attention to targeting