PPC expert, Erin Sagin, will reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.

1. #ppcsins @ErinSagin
10 Deadly Sins in Your
PPC Account & How to
Fix Them

2. www.wordstream.com/learn
Want to get smart in paid search?
#ppcsins @ErinSagin

3. Join the conversation on Twitter
#PPCSins
@WordStream
@ErinSagin
#ppcsins @ErinSagin

4. Meet Erin
#ppcsins @ErinSagin
• PPC Evangelist &
Community
Manager
• 4+ years at
WordStream
• Hoola hooper, avid
traveler, and
Netflix devotee
• Tweet me!
@erinsagin

5. I Went to Catholic School for
SIX Years
#ppcsins @ErinSagin

6. #ppcsins @ErinSagin

7. #ppcsins @ErinSagin
Confession #1:
My Account Is
A Mess

8. #ppcsins @ErinSagin
You’re Account is Overstuffed &
Disorganized!

9. #ppcsins @ErinSagin
Most of Your Keywords Aren’t Getting
Impressions!

10. #ppcsins @ErinSagin
Do your ad groups have over 30 keywords?
Do you have a massive amount of ad groups and/or
campaigns?
Are you not sure why your account is structure
the way it is?

11. #ppcsins @ErinSagin
Penance: Restructure Your
Account

12. #ppcsins @ErinSagin
Delete the Junk!

13. #ppcsins @ErinSagin
Utilize Tools to Split Ad Groups or
Build New Campaigns/Ad Groups

14. #ppcsins @ErinSagin
Confession #2:
I Abuse Broad
Match

15. #ppcsins @ErinSagin

16. #ppcsins @ErinSagin
How Broad Match Really Works
In the words of Google:
Broad Match lets a
keyword trigger your ad
to show when someone
searches for:
• that phrase
• similar phrases
• singular or plural
forms
• misspellings
• synonyms
• stemmings (such as
floor and flooring)
• related searches
• other relevant
variations.

17. #ppcsins @ErinSagin
crab CAKES GERMAN Oktoberfest extra DARK candy bar WEDDING gown

18. #ppcsins @ErinSagin
Explore Different Match Types

19. #ppcsins @ErinSagin
Implement a Tiered Bidding Strategy
Keyword
Match
Type
Base
Bid
%
Increase
Max
CPC
chocolate cakes exact $1.00 30% $1.30
+chocolate +cakes phrase $1.00 20% $1.20
“chocolate cake” modified
broad
$1.00 10% $1.10
[chocolate cake] broad $1.00 0% $1.00
Higher Relevancy =
Higher Bid

20. #ppcsins @ErinSagin
Confession #3:
I Rarely Use
Negative
Keywords

21. #ppcsins @ErinSagin

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Penance: Use Them!

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First: Learn How Negatives Work
Negatives can be applied at different levels
• Account level negatives
 Example: Do you sell tennis rackets, but not for kids? Make
keywords like “kids” and “children” account level negatives
• Campaign level negatives
 Example: “Tennis rackets for beginners” campaign – make
“advanced” and “intermediate” campaign level negatives
• Ad group level negatives
 Example: “Branded tennis rackets” campaign – for “Wilson
brand” ad group make the other brands ad group level
negatives

24. #ppcsins @ErinSagin
Use QueryStream to Identify
Negatives & Set Negatives

25. #ppcsins @ErinSagin
Confession #4:
I’m
Overbidding
for Position #1

26. #ppcsins @ErinSagin
Are You Lusting After Position #1?

27. #ppcsins @ErinSagin
Overbidding Is Dangerous
You may be:
• Negatively impacting your Quality Scores
• Driving your CPA up too high
• Instigating a bidding war

28. #ppcsins @ErinSagin
Penance: Set Smart Initial Bids
Use the Top of Page CPC and
Page #1 CPC details to establish
initial bids and tweak from there!

29. #ppcsins @ErinSagin
Invest in a Bid Management Platform

30. #ppcsins @ErinSagin
Confession #5:
I’m a Lazy
Account
Manager

31. #ppcsins @ErinSagin
How Often Do You Log Into
Your AdWords Account?
• Hourly
• Daily
• Weekly
• Monthly
• Quarterly

32. #ppcsins @ErinSagin
According to our research, 50% of
SMBs only do optimizations once per
quarter….
THAT’S ONLY 4X
A YEAR!!

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Are You Relying Solely on
Google’s Suggestions to Optimize?

34. #ppcsins @ErinSagin
You might notice a common
theme…

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Not all of us have money to
blow….

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Penance: Use Tools like the 20
Minute Work Week

37. #ppcsins @ErinSagin
Confession #6: I
Focus More On
My Competitors
Than Myself

38. #ppcsins @ErinSagin
Do You Have An Unhealthy Obsession
With Your Competitors’ Accounts?
Don’t be this
girl…

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Penance: Your Keywords Should Align
With YOUR Offerings
None of these are actually
next day delivery!!

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Analyze Your Search Query Report
*Pro-Tip: If you’re converting on a term that is NOT currently a
keyword, consider adding it to your account!

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Don’t Be A Copy Cat

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Confession #7: My
Ad Copy Stinks

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Do Your Ads Stand Out?

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Identify Your USP
What makes your product service
unique?
• Quality
• Pricing
• Service
• Convenience
• Other benefits?

45. #ppcsins @ErinSagin
Tout Your USP
Feature your
USP Here!

46. #ppcsins @ErinSagin
Make Your Ads Pop Using Extensions
Benefits:
• Provide additional
information
• Free!!
• Minimal
maintenance
• Cover more SERP
real estate
Up To 30%
More Clicks!

47. #ppcsins @ErinSagin
Extension Options Are Endless
Formats:
• Sitelink
Extensions
• Callout
Extensions
• Review
Extensions
• Call Extensions
• App
Extensions
• Location
Extensions

48. #ppcsins @ErinSagin
Create Urgency With Ad Customizers
As sale ends (or quantity
goes to zero), CVR
increases up to 3x!!

49. #ppcsins @ErinSagin
Confession #8:
I’m Not
Tracking My
PPC Progress

50. #ppcsins @ErinSagin

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You might not be doing as well as
you thought…

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Penance: Set Up Conversion
Tracking

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… Call Tracking While You’re At It

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Report on Your Progress

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Confession #9:
I’m Avoiding
Remarketing

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Reality: People Rarely Convert The
First Time They See An Ad

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I Love Jeni’s Splendid Ice Cream
More Than I Love My Boyfriend

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It’s An All-Too-Expensive Vice
$12 $2.99

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I Tried To Stay Strong, But…

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Jeni’s PPC Account Manager Is Happy
and So Am I

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Don’t Worry About Being Creepy

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Penance: Set It Up!

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You Can Even Run It On Facebook

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Confession #10:
I’m Not Prepared
For Mobile
Searchers

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Mobile Holds Great Opportunity

67. #ppcsins @ErinSagin
You Can Blame It On Crappy Landing
Pages

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Do These Pages Remind You Of Your
Own?

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We Built These Things on Purpose?!

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Because Mobile Is Slow

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Because Mobile Screens Are Teensy

72. #ppcsins @ErinSagin
How Do You Know If Yours Suck?
Give people
an out. Are
they taking it?

73. #ppcsins @ErinSagin
Give people
an out. Are
they taking it?
We ran this test on 3 clients
with outdated landing pages.
33% of visitors chose to leave
the mobile page in favor of the
desktop site on mobile.

74. #ppcsins @ErinSagin
Even Scarier: The People Who Used
the Full Site on Mobile Were More
Likely to Convert
Give people
an out. Are
they taking it?

75. #ppcsins @ErinSagin
Penance: Revamp Those Suckers!

76. #ppcsins @ErinSagin
WordStream Advisor’s Got You
Covered

77. #ppcsins @ErinSagin
Create Sleek, Effective Mobile
Landing Pages

78. #ppcsins @ErinSagin
Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC

79. Q & A
#ppcsins @ErinSagin

80. #ppcsins @ErinSagin
THANK YOU!
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787
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