Certain PPC problems are easy to spot (Falling click-through-rate, low impressions, etc). Others are more like fault lines–subtle, yet indicative of potential future problems. Join Hanapin Marketing experts Cassie Oumedian and Kayla Kurtz as they discuss how toseek, find and fix common pain points.

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PPC Pain Points
How to find them and fix them.
HOSTED BY:

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Presenters
• Kayla Kurtz (aka: Sgt. Kurtz)
– Paid Search Consultant @ Hanapin
– Blogger at PPC Hero
– @one800kayla
• Cassie Oumedian (aka: Princess of Doom)
– Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @cass_oumedian

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PPC Pain Points
Some PPC problems are easy to spot…
…others are a bit more subtle, but
indicative of bigger, future problems.

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Does Your Agency Know What They’re Doing?

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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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

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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.

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①Competitor Analysis & Research
You can’t just complete competitor
research once – it’s a continually repeated
process.
There’s a new competitor every day in
most verticals.
THE PAIN

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Most new competitors aren’t
‘smart’ on day one & you
shouldn’t copy them anyway!
Online (read: free) tools make this
much easier.

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②Goal Setting
THE PAIN
Goal & KPI metrics aren’t the same across
any market, or even any two brands in the
same market.
They can, will, and DO
change…sometimes often.

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DO spend a lot of time choosing each move (or the first one).
Don’t expect your goals NOT to move.

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③Average CPC/CTR
THE PAIN
Everyone wants to know what the ‘best’
CPC or CTR is for their vertical/account.
Is this a trick question?!

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CPC

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④Bid Multipliers in ECs
THE PAIN
All bid multipliers & modifiers layer on
top of one another.
This can cause accidental mis-bidding,
leading to a loss in position and
conversions.

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Remove those auto-
bidding options you
have set up.

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Work the layers out on paper before you
implement.

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Live Poll Question #3
What is your biggest hurdle when it comes to testing
in your account (be it new locations, ad copy, networks/segments,
etc.)?
#thinkppc
a) Budget.
b) Control (need supervisor/client permission).
c) Uncertainty on where to start.
d) Not sure how to track tests and/or results.

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⑤Geotargeting
THE PAIN
Allows you the ability to manipulate bids
and budgets in specific areas based on
individual performance…
…which can also lead to cutting out
geotargets long-term that are performing
today.

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New EC settings make
geotargeting a bit easier to
manage.

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⑥Ad Testing & Average Position
THE PAIN
It really never ends.
Most people don’t do it right.
Position 1 isn’t usually the most
productive ad spot.

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Set up tests for the next few months NOW.

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Don’t you pull that
ad test until it has
statistical
significance!

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⑦Remarketing
THE PAIN
Not just Google anymore!
Most of the time, it just comes off creepy.

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Start testing the next layer of remarketing engines.

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⑦Remarketing Silo off
remarketing
audiences by
where they dipped
out of the
conversion process
– way less creepy.
Frequency capping!

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⑧Assisted & Lagging Conversions
THE PAIN
Most conversions don’t happen in one
click, or from the same channel they
originated from.
Conversion tracking could be behind – so
the conversions you had today could look
different when you check them
tomorrow.

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Reconcile keyword data w/Analytics
Assisted Conversion reports
Determine first vs. last click viability

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⑧Assisted & Lagging Conversions
Analyze & determine typical lag – then report data accordingly.

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⑨ Relationship b/w CPL & Conv. Volume
THE PAIN
Generally speaking, reducing CPL and
improving conversion volume at the same
time is hard to come by.
This doesn’t stop both of those objectives
from coming up continuously and
simultaneously in account management.

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Stop trying to do both at once!

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Live Poll Question #4
What’s more important to you and your account
goals – CPL/A or lead volume?
#thinkppc
a) CPL/A.
b) Lead volume.
c) Both.
d) Neither.

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⑩Cross Channel Attribution
THE PAIN
Remember that thing we said before
about leads not necessarily coming from
the same source as their original click?
PPC specifically tends to interact with
many other channels, on a variety of
levels.

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Multi.
Channel.
Funnels.

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Live Q&A Time!

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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 ad spend).

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Have more questions?
Thank you for attending PPC Pain Points webinar! #thinkppc
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(for accounts greater than $20K/mo in ad spend):
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