In this new webinar, PPC experts from WordStream and Hanapin Marketing cover how to fix the 15 biggest and most common PPC mistakes you didn't even KNOW you were making in areas like: >Quality Score >PPC Text Ads >Remarketing >Display Advertising >AdWords Campaign Settings And much more! _______________________________________________________ For more information on WordStream, visit www.wordstream.com.

1. The 15 Biggest PPC Mistakes and
How to Avoid Them
Brought to you by:
www.wordstream.com/learn
#PPCmistakes

2. www.wordstream.com/learn
Want to get smart in paid search?
#PPCmistakes

3. Today’s Presenters
Helen Edwards
PPC Coordinator, WordStream
Rachael Law
Account Manager, Hanapin Marketing
@Law_Rachael
Headshot Headshot
#PPCmistakes

4. Text Ads

5. Text Ad Mistakes
1. Not Testing Ad Copy
2. Too Many or Too Few Ads per Ad Group
#PPCmistakes

6. #1 Not Testing Ad Copy
Testing can result in:
Incremental gains in CTR
Increase quality scores
#PPCmistakes

7. #2 Too Many Ads! (or too few..)
• It becomes increasingly difficult to determine which
ad has winning ad copy the more ads you have.
• For accurate testing, you want to be able to isolate
tests (i.e., testing different headlines or display
URLs)
#PPCmistakes
The Fix: Run two ads per ad group.

8. Quality Score

9. Quality Score Mistakes
1. Ignoring Quality Score
#PPCmistakes

10. #3 Ignoring Quality Score
#PPCmistakes

11. #3 Ignoring Quality Score
Bottom Line: Focusing on quality score saves YOU money!
Ad Rank
Cost Per Click (CPC)
Cost Per Acquisition (CPA)
#PPCmistakes

12. The Fix
• Relevant Landing Pages
• Ad Copy Relevancy
• Ad Extensions
• Patience (Historical Account
Performance)
#PPCmistakes

13. Campaign Settings

14. Campaign Setting Mistakes
1. Targeting Irrelevant Geographies
2. Ignoring Day Parting
3. Incorrect Ad Rotation Settings
4. Forgetting About the Search Partner Network
5. Not Segmenting Search from Display
#PPCmistakes

15. #4 Targeting Irrelevant Geographies
The Fix: Check to see which locations are spending money
without converting then set up Geographic Targeting.
#PPCmistakes

16. #5 Ignoring Dayparting
The Fix: Schedule your ads.
#PPCmistakes

17. #7 Forgetting about the Search Partner Network
The Fix: Exclude search partners if the CPL is too high.
Search Partner Network can Skew:
• Average Position
• Cost-per-lead (CPL)
• Cost-per-conversion (CPC)
#PPCmistakes

18. #8 Not Segmenting Search & Display
← BAD (Search & Display Combined)
← GOOD (Search Only)
← GOOD (Display Only)
The Fix: Segment search and display campaigns.
Get more control over KPI’s and budget.
#PPCmistakes

19. #9 Choosing the Wrong Delivery Method
Standard Delivery:
Ads are shown evenly
throughout the day
Accelerated Delivery: Ads
are shown every time a
search matches a keyword
until the budget is exhausted
#PPCmistakes

20. Display

21. Display Mistakes
1. Not Utilizing Display Exclusions
2. Not Utilizing Site Category Options
3. Not Excluding Mobile Aps
4. Not Using Text AND Image Ads
#PPCmistakes

22. #10 Not Utilizing Display Exclusions
#PPCmistakes

23. #11 Not Utilizing Site Category Options
#PPCmistakes

24. #12: Not Excluding Mobile Apps
#PPCmistakes

25. #13 Not Using Both Text AND Image Ads
#PPCmistakes

26. Ad Format Share of Impressions Average CTR Average CPC
Text Ads 67.40% 0.23% $2.31
Image Ads 32.60% 0.31% $0.48
Source: Mark Irvine, Data Scientist, WordStream, 2014
WordStream Agency Clients with at least 10 different GDN ad formats
#13 Not Using Both Text AND Image Ads
#PPCmistakes

27. Remarketing

28. 1. Not Running Remarketing
2. Targeting the Wrong Audience
3. Using the Wrong Keywords for RLSA
#PPCmistakes
Remarketing Mistakes

29. #14 Not Running Remarketing
The Fix: Use remarketing! It’s great for capturing non-
converting traffic from all sources.
#PPCmistakes

30. #15 Targeting the Wrong Audience
Not Excluding Converters
• This can be particularly important for lead gen (or any
instance where a second conversion is not valuable)
#PPCmistakes

31. Mistake: Using an audience that’s too broad
• All Visitors is a popular audience to use for remarketing, but in many
cases you’re better off using a more specific list
• This allows for more tailored ad copy and higher conversion rates
Audience Options
• Cart Abandoners
• Specific URL visitors
• Analytics Lists
#15 Targeting the Wrong Audience
#PPCmistakes

32. Most conversions are set at a 30 day conversion window, but for
some accounts valuable conversions happen after 30 days.
#15 Targeting the Wrong Audience
#PPCmistakes

33. Bonus #16 Using the Wrong Keywords for RLSA
The Fix: Use broader keywords in RLSA campaigns, as you’re
already advertising towards a qualified audience.
#PPCmistakes

34. www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#PPCmistakes

35. Thanks!
Let’s stay in touch:
kgwozdz@wordstream.com
marketingteam@wordstream.com
@WordStream
Marketing@hanapingmarketing.com
@Hanapin
#PPCmistakes
Next Webinar:
5 Major Trends that Will Make You Rethink PPC in 2015
http://bit.ly/1szXEnH