[WEBINAR] Fix Your Broken PPC Campaign

Fix Your
Broken
PPC
Campaign!

#FixPPC
trada.com

Matt Hessler,
Director of Account Management
@fasterstill

Anna Sawyer,
Marketing Manager
@annafsawyer

Let’s look at the

THREE
BIGGEST
DISASTERS
OF OUR TIME

3
Dante’s Peak Eruption

2 Armageddon

trada.com

1 Your PPC Campaign
needs help!

trada.com

Why is this
such a big deal?

If your campaign
isn’t ﬁnely tuned,
you are losing
money.

Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

Why do campaigns fail?

Poor setup Wrong
from the expectations
beginning
Campaign was
left to run
unattended

Bids are
too low
trada.com

But it goes deeper.

Poor
Quality Giant
Score ad
groups Bad
Not landing
enough pages
You need negative Ad
more keywords position
keywords has
dropped
Wrong
campaign
settings Stagnant
ads Conversion
tracking
issues
trada.com

We’re going to talk a lot
about Quality Score,
because it has great bearing
on the success of your PPC
campaign.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Quality Score can
determine how
much you pay
for a click and
where your ad
appears:
effectively
determining
campaign success.

Quality Score Click price ad position

and the
the lower
The higher your higher your
your click
Quality Score, ad position
price (good)
(good).
trada.com

you could pay too
much for clicks

your competitors
But if you have a will rank above you
low Quality
Score...
your CTR will suffer

it will be hard to ﬁx
trada.com

First, general best practices for
getting a good Quality Score.

Small, thematically-
relevant ad groups

Bids priced to show
ads on the ﬁrst page

Keyword, ad and
landing page relevance

Compelling ad copy
that gets clicks
trada.com

Now we’ll share ways to
repair your campaign.
Matt knows how to ﬁx stuff!


Now we’ll share ways to
repair your campaign.

Anna knows how to
repair PPC campaigns,
but should not be
trusted with a circular
saw.


The steps!

Get ad groups
organized

Get click-through
rate up

Get settings dialed in

Get your negative
keyword list going
trada.com

Ad Group Architecture


If you still have
keywords with a
decent Quality
Score, leave them
in their ad groups.


Build new ad
groups with your
poorly-performing
keywords.


Write new ads
and bid high!


Click-through tricks


People click on your
ads for two reasons:

Your ad
catches their
They see your
eye (awesome
ad (it’s in a high
offer, exciting,
position)
relevant or
entertaining copy)


Getting your ad to the
top of the page

Bid artiﬁcially high
Try “bid popping”. on keywords to
get them to
positions 2-5. This
should increase
your CTR.


Eye-catching ad copy

price

Search on some of your shipping deals
terms and see how you
can differentiate.
huge selection

secure download
trada.com

Eye-catching ad copy

massive selection
Use compelling,
emotionally-charged
language to increase incredible deals
click-through
rates.
offer ends soon

rock-bottom prices
trada.com

Get settings dialed in


Settings (don’t trust the
default)

Ad Scheduling with
bidding adjustments

Location/
Geotargeting

Ad rotation

Ad delivery
trada.com

CHECK OUT OUR RECORDED TRADA WEBINAR

PPC Settings
for Success

trada.com/resources

Negative keyword lists


ad negatives to prevent
-negative these terms from
showing

foreign auto repair

If your keyword is
auto repair free auto repair

miniature auto repair

auto repair school
trada.com

-negative

-foreign foreign auto repair

-free free auto repair

-miniature miniature auto repair

-school auto repair school
trada.com

Pull a search terms report to see which actual
queries have triggered ads. This will help you build
out your keyword list.

When should you
give up?


Question: when should cat berets
you give up? no search information available

If the volume of
searchers is
incredibly low,
maybe PPC isn’t for
you.


But only if:

If your account is totally It’s seriously
wrecked beyond repair, unsaveable
you may consider
You are intending to
starting again with a
restructure entirely
new account.
You’ll be sending trafﬁc to
a new domain


Question: when should
Do not duplicate your account!
you give up?

It is almost always This came straight from
best to try to
repair an account,
rather than start
anew.


Here’s where we take two
minutes to show you how
Trada can help you scale your
online advertising

... and it doesn’t cost any more
than if you were to run PPC
or Facebook ads campaigns
yourself.
trada.com

Trada has thousands of online advertising
experts who do PPC and Facebook ads for you.

Multiple experts work
on your campaign at
the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

Turbine: a Trada Client

CAMPAIGN STATS:
Paid Search Experts: 15

Conversion Rate: 20% increase

Click-Through Rate: 40% increase

Cost-per-Conversion: 16% reduction

Turbine: a Trada Client

“The Trada marketplace quickly
made me comfortable enough
to ‘take my hands off the wheel’
on paid search. Trada’s paid
search experts know our
industry lingo and are running
on all cylinders, driving high
volumes to our Dungeons &
Dragons online gaming service.”

– Chase Huber Director,
Advertising

@fasterstill @annafsawyer

Time for questions!

For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

Internet
Ads Update

Love Trada’s content? Anna and Matt release a weekly-ish
fast-paced podcast with practical tips for
understanding and capitalizing on current trends in online
advertising. Search for Trada in the iTunes
store and subscribe! It’s free!

[WEBINAR] Fix Your Broken PPC Campaign

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