PPC campaigns can fail when advertisers do not properly test ad copy, optimize campaign and ad group structure, or leverage ad extensions. Regular optimization of accounts is important, as is developing device-specific strategies. Retargeting fails can be avoided by segmenting audiences, testing offers and frequency caps. Paid social media on platforms like Facebook provide opportunities due to time spent by users and increasing share of digital ad revenue.

1. Top 5 PPC Fails & paid social
Opportunities
Game of Thrones Edition

2. Ryan Campbell
Account Director, Add3
@_ryancampbell

4. Pull
Push
Marketing

5. Pull
Marketing
PPC
SEO

6. Push
Marketing
Email
PR
Social
Media
Affiliate
Display
Mobile

8. PPC AD COPY TESTING FAIL

9. “A Lannister always pays his debts” - Tyrion

10. Google Expects an average of 9% click
through rate in the top 3 positions

11. Conclusion
Analysis
Observation
Experiment
Hypothesis
Question
Scientific Method

12. Identify what elements you are testing

13. Too many or too little ads per ad group
# of ads to run = # of clicks per month / 100

14. Ad Templates For Low Volume

15. Use Statistical Significance

16. Use Scripts or Tools to
Measure Performance

17. Stage Tests & Document Learnings

18. PPC CAMPAIGN AND AD GROUP
ARCHITECTURE FAIL

19. “Chaos isn't a pit, chaos is a ladder…” - petyr

20. On average advertisers see an overall lift of 40% in
clicks to their website when bidding on branded
keywords
Set up and optimize separate branded keywords
campaigns

21. Budget Weighted Impression Share
Share Lost to
Budget
Share Acquired

22. Cookies
Campaign:
Peanut Butter
Cookies
Ad Group:
Mrs. Fields
Cookies
Ad Group: Buy
Peanut Butter
Cookies
Campaign:
Oatmeal
Cookies
Ad Group:
Mrs. Fields
Cookies
Ad Group: Buy
Oatmeal
Cookies
Organize campaigns and give campaign and ad group
names that are simple

23. PPC AD EXTENSIONS FAIL

24. “My mind is my
weapon. My brother
has his sword, King
Robert has his
warhammer, and I
have my mind…” -
tyrion

25. Using ad extensions in your ads will uplift click
through rate around 10%

26. PPC DEVICE STRATEGY FAIL

27. “Those are brave men knocking at our door.
Lets go kill them.” - tyrion

28. Mobile searches increased by 200% year over
year and are set to outpace desktop searches
this year.

29. PPC REGULAR OPTIMIZATION FAIL

30. “People have been swinging at me for
years and they always seem to miss.” -
Jamie

31. Login and optimize your account at a minimum
weekly

32. RETARGETING FAIL

33. “Everyone wants something, Alayne. And when
you know what a man wants you know who he is,
and how to move him.” - petyr

35. Segment your audiences

36. Test unique and different offers
325% increase in form fills

37. Test Different Frequency Caps and Cookie Durations

38. PAID SOCIAL MEDIA OPPORTUNITIES

39. “I will be your champion” – Prince Oberyn

41. Adults spend
an average of
21 minutes a
day on
Facebook

42. Comparing
2013 to 2014
there is an
estimated 42%
increase in
digital ad
revenue share
for Facebook.

43. Ecommerce Client
• CPA is 60% below
search
• 5x ROAS
• FBX 22%
conversion rate

44. B2B Lead Gen Client
Conversion rate 29%
higher than paid
search

45. Ryan Campbell
Account Director, Add3
@_ryancampbell

46. Top 5 PPC Fails & paid social
Opportunities
Game of Thrones Edition