Learn how to breath new life into tired paid search/PPC campaigns. Become a sleuth to understand what the problems are and then determine the best solution.

1. Breathing New Life
into a Tired Paid
Search Campaign
@john_a_lee
#smx #21A
P R E S ENT E D BY JOHN A . L E E
MANAG ING PA R TNE R – C L I X MA R K E T ING
SMX E A S T – OC TOB E R 1 , 2 0 1 4

2. @john_a_lee
#smx #21A
Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, The SEM Post,
ClickZ, Clix Marketing Blog, Acquisio
Blog, PPC Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search

3. @john_a_lee
#smx #21A
Triage Your PPC
Campaigns Like
House M.D.
BREATHING NEW LIFE INTO A TIRED
PAID SEARCH CAMPAIGN

4. The House
Method of
PPC Triage
@john_a_lee
#smx #21A
Be miserable.
Secure the sickest, most bizarre PPC campaign.
Yell at your boss or client about it.
Assign all of the hard work to someone else.
Complain about that, too. Loudly.
Have a moment of genius.
Fix the PPC campaign.
Take all the credit.
Go back to being miserable.

5. @john_a_lee
#smx #21A

6. @john_a_lee
#smx #21A
Why Might You
Need Triage?
BREATHING NEW LIFE INTO A TIRED
PAID SEARCH CAMPAIGN

7. @john_a_lee
#smx #21A
Ruts vs. Grooves
You Betta Recognize!
RUT
Blind to performance, competitive
and industry changes.
Optimization check list is the same
every week, every month.
Incapable or unwilling to try new
things.
GROOVE
Performance is just OK, and
everyone’s fine.
All is well. Communication takes a
backseat.
New features and channels are
irrelevant.

8. @john_a_lee
#smx #21A
Wearing Blinders
Client seems happy.
Campaign is almost achieving goal.
No one knows this account like
me.
Everybody lies. So does the data.
And you.

9. @john_a_lee
#smx #21A
Performance Plateau
Performance is good, not great.
Clicks, conversions and sales are
the same no matter the
optimization.
Threw every trick in the book at
these campaigns.
Is this as good as it gets? Probably
not.

10. @john_a_lee
#smx #21A
The Infinite Repeat
Increase bids. Conversions go up?
Nope. Increase bids.
Keywords + Ads = PPC. Landing
pages are someone else’s job!
Google AdWords. What is this
“Bing” you speak of?
“Insanity: doing the same thing
over and over again and expecting
different results.”
- Albert Einstein

11. @john_a_lee
#smx #21A
Relationship Friction
Unrealistic expectations.
Missed meetings.
ANGRY EMAILS.
Healthy PPC campaigns require
healthy client / boss relationships.

12. How Do
You…
Break a Groove?
Get Out of a Rut?
Step Up to Improve
Performance?
@john_a_lee
#smx #21A

13. Cut to the Chase:
Get on with the
Diagnosis
BREATHING NEW LIFE INTO A TIRED
PAID SEARCH CAMPAIGN
@john_a_lee
#smx #21A

14. @john_a_lee
#smx #21A
Wink, wink. Nudge, nudge.
(Hint: His name is Dr. Chase.)

15. @john_a_lee
#smx #21A
Campaign Audits
Find an audit format that works for
you.
http://www.ppchero.com/the-complete-ppc-account-
audit-guide/
http://bit.ly/10minuteaudit
Audit with a purpose.
Have a plan in place to execute on
your findings.

16. @john_a_lee
#smx #21A
2 Minds Are Better Than 1
Have someone else gut check your
work.
Schedule reviews to get feedback
regularly.
Be open to new ideas.

17. @john_a_lee
#smx #21A
Change Account Managers
Supporting cast v2.0!
If you can’t improve performance
or see the forest for the trees…
change account managers.
In house? Trade campaigns or
optimization roles/responsibilities.

18. @john_a_lee
#smx #21A
Recharge With New
Optimizations and Tests
Try new features.
Try new channels (Bing Ads!
Facebook!)
Do your keyword, placement or
audience research… again.
Brainstorm new ideas and test,
test, test.

19. @john_a_lee
#smx #21A
Have a Heart to Heart
Check in with your client or
decision makers. Proactively call or
visit if necessary.
Regularly review and revise goals.
Don’t ignore poor performance or
missed deadlines. Be honest.
Push for two-way transparency.
#themoreyouknow

20. @john_a_lee
#smx #21A
Dr. House Always Solves the Case…
Will you?

21. @john_a_lee
#smx #21A
Thank You!
Have Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com