Google's revenue increased 32% last quarter to $9.03 billion. Keyword Search Pros is a Google and Microsoft certified PPC agency that began in 2005. This document outlines common pitfalls for PPC campaigns, including using broad match keywords, incorrect match types, improper network and device distribution, ineffective ad testing, too many keywords/ads/ad groups, lost impression share, and not calibrating conversion costs. It provides tips on how to address these issues to improve campaign performance.

2. Why Should You Be Listening To Us
Anyway?

3. Google’s Revenue Increased Last Quarter
32% to $9.03 Billion
Aggregate Paid Clicks Increased 18%
AdSense Partner Sites Increased
20% to $2.48 Billion

5. Who are the Keyword Search Pros?
Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles)
Began in 2005 after the IPO of Google.
Certified and Trained by Google & Microsoft (Yahoo! & BING).
Speakers at Seattle’s SMX Advanced Conference.
Partnered with Click Equations, Channel Intelligence, Acquisio,
& Mongoose Metrics.

6. Pitfall #1
SEARCH QUERIES

7. Myth: If I am running broad match types for
my keywords, Google only shows my ads
when someone types in exactly my keyword.

8. Look out for the following problems:
(Tennis Shoes)
Irrelevant Queries Wrong Ad Group General Queries

9. Pitfall #2
WRONG MATCH TYPES

10. 95% of Adwords advertisers have 95%
of their keywords under 1 match type.
They are not using the optimal blend.
Broad Match “Phrase Match” [Exact Match]
More Search Query Data Same dangers as broad and No Search Query Data
More Traffic Volume exact match but less severe. Less Traffic Volume
More Possible Variations No Variations
& Query Problems

11. Broad Match for “Adidas Shoes” SQ “Phrase Match” Exact Match
adidas shoes adidas trail running shoes white adidas shoes adidas track shoes adidas shoes canada Adidas Shoes
adidas running shoes adidas bounce shoes custom adidas shoes adidas ladies golf shoes adidas shoes casual
adidas golf shoes adidas adipure golf shoes womens adidas shoes adidas university shoes adidas shoes catalog
adidas basketball shoes soccer shoes adidas tennis shoes adidas gazelle shoes adidas shoes cheap
adidas soccer shoes adidas response shoes adidas running shoes adidas shoes clearance
green adidas shoes
adidas tennis shoes adidas martial arts shoes adidas shoes company
adidas toddler shoes
adidas wrestling shoes kids adidas shoes adidas shoes coupons
adidas barricade shoes
adidas star wars shoes adidas shoes for kids adidas shoes deals
adidas new shoes
adidas skate shoes adidas shoes on sale adidas shoes design
basketball shoes adidas
adidas shoe mens adidas shoes
running shoes adidas adidas shoes europe
adidas shoes for men adidas custom shoes
adidas casual shoes adidas shoes for boys
adidas indoor shoes adidas golf shoes 360
adidas football shoes adidas shoes for girls
cheap adidas shoes adidas tour 360 golf shoes
adidas turf soccer shoes adidas shoes for kids
new adidas shoes adidas classic shoes
adidas sport shoes adidas shoes for men
adidas goodyear shoes adidas 360 golf shoes
tennis shoes adidas adidas shoes for men on sale
adidas running shoe adidas golf shoe
ladies adidas golf shoes adidas shoes for sale
adidas boxing shoes adidas baseball shoes
customize adidas adidas shoes for tennis
adidas weightlifting shoes adidas turf shoes
adidas shoes for women
star wars adidas shoes adidas women shoes shoes
adidas shoes free shipping
adidas kids shoes adidas canvas shoes adidas bounce shoes
adidas shoes goodyear
adidas volleyball shoes adidas training shoes adidas supernova shoes
adidas shoes history
adidas cycling shoes adidas combat speed mens adidas golf shoes
adidas shoes in india
adidas superstar shoes wrestling shoes adidas cross training shoes
adidas skateboarding adidas infant shoes
adidas adistar weightlifting
shoes adidas adidas climacool shoes
shoes
adidas shoes for women adidas junior golf shoes
adidas powerband shoes
adidas shoes cheap adidas men shoes
adidas shoe size chart
adidas samba shoes adidas pro model basketball
toddler adidas shoes
adidas adistar shoes shoes
adidas shoe bag

12. Pitfall #3
Network Distribution

13. Search Network Display Network
• Includes Google Search & Search • Any site that subscribes to Google
Partners. AdSense.
• Typically Not search-based websites.
• Lower CTRs.
• Can take away needed budget from
better performing Search campaign
dollars.

14. Pitfall #4
Geographic Distribution

15. Percentage of Budget Spend
?
?
?
? ?
?
?
?

16. …..

17. Bonus #1
Device Distribution

18. Device Networks
Desktop and Laptop
Mobile Device with Full Browsers
Tablets with Full Browsers

19. Necessary Management
-Separate the Display and Search
-Monitor Placements
-Excluding Placements.
Mobile
Display
“Android Now Mobile
Activating 550,000 Per
Display
Day with
over 200,000 apps.”
Search

20. Pitfall #5
Incorrect Ad Testing
Your Ad Title Here
Product Features Here
Company Benefits Here
www.YourWebsite.com

21. Ways To Write Ads:
We Write For
Relevancy - Qualification – Attraction
(+CTR) (-CTR) (+CTR)

22. Incorrect Ways To Write Ads:
Adds without
Relevancy: Qualification: Attraction:
Low CTR High Bounce Low CTR
Low QS High Cost/Conv. Low QS
High CPC Wasted Spend High CPC
High Cost/Conv. High Cost/Conv.

23. Incorrect Ways To Test Ads:
(Basic Adgroup)
Non-Testing Testing Too Many Testing Too Fast

24. Bonus #2
Too Many Keywords, Ads, Adgroups

25. Actionable
Non-Actionable
High
Volume
KWs/Ads
Low Volume
Keywords/Ads

26. Pitfall #6
Lost Impression Share

27. “Lost impression share reflects a portion of
total page impressions you were eligible for
that were lost due to budget or rank reasons.”
Portion of Traffic Missing
(Lost Impression Share)
Portion of All Potential Traffic
Portion of Traffic Received

28. Where To Find
Impression Share?
(Lost Impression Share)

29. Pitfall #7
No Conversion Cost Calibrations

30. Myth #1
Lowering Conversion Cost is ALWAYS the best course of management.
Truth: Conversion Cost should be managed to generate the
highest amount of net sales profit.
Example: It is better to get more net sales profit at a higher conversion
cost than to get less net sales profit at a lower conversion cost.

31. As Cost per Conversion Increases, So Does Exposure.
Strategy: Decrease
Cost/Conv.
“Sweet Spot”
Cost/Conv.=$25
Sales=40@$50
Strategy: Increase Cost/Conv.=$20 CGS=$800
Cost/Conv. Sales=30@$50 Profit=$200
CGS=$600
Cost/Conv.=$10 Profit=$300
Sales=10@$50
CGS=$200 *Cost of Goods is $20 per sale.
Profit=$200

32. If you don’t
have time
to work on your
PPC account,
the way you think
it should be done…
Hire Us!

33. Just Contact Your KSP Representative or…
Email: luciana@keywordsearchpros.com
To set up a live discussion with a Keyword Search Pro.
Call 888-816-0726 or 818-907-8400
www.KeywordSearchPros.com
http://twitter.com/#!/searchpros