2. Background Started working in PPC in 2006 Joined SEER Interactive in 2007 Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company Spearhead 12 person PPC Team All Adwords & adCenter Qualified Follow me @Crystala Email me Crystala@seerinteractive.com
3. What is PPC Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad. PPC = Pay per Click CPC = Cost per Click
14. Mistake #4 – Putting All Your Eggs In 1 Basket Account Structure: Using 1 Campaign & 1 Ad Group
15. Mistake #5 – Spending All Your $ On One Match Type Keywords: Only using Broad Match [Free trial] – query much match exactly “Free trial” – query must contain phrase +Free Trial – query must contain free +Free +Trial – query must contain both free & trial; any order Free Trial – query can be relevant, or similar
16. Mistake #5 – Spending All Your $ On One Match Type
17. Mistake #6 – Spending $ On What You Don’t Do/Offer Keywords: Not using Negatives Keyword Negatives for Search Campaigns Negative Match Types Broad, Phrase, Exact Free trial – excludes terms with both terms “free trial” – excludes terms with phrase “free trial” [free trial] – excludes terms that match [free trial] exactly
18. Mistake #7 – Being In The Wrong Place Site Exclusions for Content Campaigns
19. Mistake #8 – Paying $5 When You Could Pay $1 No bid strategy Bids set at Campaign level Bids set too high for budget $10 bids with $10 daily budget = no clicks
20. Mistake #9 – Having Nothing To Show For Your $ Tracking: Not using Conversion Tracking
21. Mistake #10 – Trusting Your Tech Team Too Much Tracking: Not testing tracking
22. Mistake #11 – No Backup For Data Tracking: Not using Auto-Tagging for Google Analytics
23. Mistake #12 – Not Selling Yourself Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy
24. Mistake #13 – 1 Strike and Your Out Ad Copy Running only 1 ad Default “optimize” setting
25. Mistake #14 – Not Telling Customers What To Do Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action
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27. Mistake #15 – Launching and Leaving Don’t Set & Forget! Setup Automated Alerts
33. 8 Tips for Getting Started Start with the end in mind What is your business objective? What ACTION do you want people to take? The end goal is NOT to drive traffic
34. 8 Tips for Getting Started Know what success looks like What is the maximum you are willing to pay per lead? Does quality or quantity matter most?
35. 8 Tips for Getting Started Know your Business Target Audience Are they only in the US? Only in Maryland? Only in Baltimore? Are they women? Men? Seasonality Do sales peak in Summer? During the Holiday? Focus Is there a particular product or service you want to focus on?
36. 8 Tips for Getting Started Do the Research Don’t just guess! Adwords Keyword Tool Contextual Targeting Tool Adwords Traffic Estimator Analytics
37. 8 Tips for Getting Started Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers, credibility, etc. Call to Action
38. 8 Tips for Getting Started Track, Track, Track FREE tracking – Adwords Conversion Tracking, Google Analytics Phone Tracking
39. 8 Tips for Getting Started Measure, Measure, Measure Are you hitting your goals?
40. 8 Tips for Getting Started Don’t Set & Forget Continuously optimize to reach goals