We learned alot of PPC lessons in 2019, and we're ready to share them with you. Your lessons will cover: - Allocating budget efficiently. - Refining audience targeting. - Writing enticing ad copy. - Optimizing your keyword strategy.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
How to Get an A+ in PPC:
Using Lessons Learned in
2019 to Ace Google &
Facebook Ads in 2020

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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I’m Lauren!
● Senior Customer Success Rep at
WordStream
● Bing, Google, Facebook and Conversion
Optimization Specialist
● Known Best for Bad Jokes, Dad Jokes and
Bad Dad Jokes
Lauren Gentile

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I’m Conor!
● Content marketer at WordStream
● Blogs, whitepapers, webinars, videos
● Currently on an unforeseen AC/DC kick
Conor Bond

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How many keywords do you typically include in an ad group?
• A: 1-5
• B: 6-10
• C: 11-15
• D: 16+

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Agenda
● Lesson #1: Budget allocation
● Lesson #2: Keyword strategy
● Lesson #3: Copywriting
● Lesson #4: Audience targeting (Google Ads)
● Lesson #5: Audience targeting (Facebook Ads)

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Budget allocation

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Lesson we learned:
Search isn’t a purely
bottom-of-funnel channel

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The conventional wisdom
● Facebook & GDN: build brand awareness (TOF)
● Paid search: drive conversions (BOF)

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Meanwhile in the real world ...

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Your TOF prospects use Google, too
● Every query is an opportunity
● A click that doesn’t convert is
not a wasted click
● Educate TOF prospects; add
them to your remarketing pool
● Keep your eyes on those CPCs

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Homework:
Set aside budget for an awareness
campaign to educate prospects and build
remarketing pools

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Keyword strategy

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Evolution of the Keyword…
(And their bountiful variants)2000
- Broad, Phrase,
and Exact
Match Types
- No Negative
Keywords
- No Quality
Scores
- No Ad
Extensions
2010
- Modified Broad
Stepped on the
scene
- No Call-Only
Campaigns
- No Negative
Keywords
2014
2011
2017
2018-19
Negative
Keywords
FINALLY
introduced
Close Variants
were introduced
to Kws (Included
misspellings,
plurals)
Close Variants
were set to also
include a
reordering of
words for exact
matches as
well as
searches that
included
articles or
prepositions
Close Variants
are set to also
include words
of a similar
meaning of the
KW that is
being bid on

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The Great Rebrand of 2019

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Overall Impact of the Exact Match Change

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Close Variants
Broad Match Modifier
Phrase
Exact
3% Increase in Clicks!
- Great for local advertisers with
small budgets that can't pursue a
lot of KWs
- Not Ideal for branded campaigns
and advertisers in niche
industries

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Lesson we learned:
Sometimes the Cheapest
Keyword is the Variant +
Negatives are more important
than ever before

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Finding the Hidden Gems

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Homework

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Homework- Keyword Analysis
● Analyze your queries to identify the keywords that are giving
you the most bang for your buck- Bid on those, stop bidding on
your root KWs
● Less is more! Eliminate close variants as much as possible so
you don't bid your own CPCs and CPAs up!
● Exact match negatives haven't changed, use this to your
advantage to avoid keyword cross pollination and a saturated
branded strategy

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Copywriting

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Lesson we learned:
It’s all too easy to blend in

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Here’s what you DON’T want to do
● Good: Each ad is keyword-targeted,
leading to high Quality Scores
● Bad: None of them give users a
reason to click
● If you’re not offering something
uniquely compelling, why would
anyone click on your ad?

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Here’s what you SHOULD do
● Use your headline copy to give
users a reason to click
● In this case, both advertisers
opted for coupons
● Other options: core value prop,
key benefit, etc.
● Value, value, value

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Another good example
● First headline communicates key benefit
● Gives user a reason to click

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Two more for good measure
● First example: Discounted price
● Second example: Discounted
price PLUS ease of use

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Homework:
Use headline copy to target keyword
AND give users a reason to click

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Audience targeting (Google Ads)

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The Importance of Audiences
1
Now more than ever, our keywords
can literally match to just about
anything
2
Resonate better with your
audience with your ad copy
3
Focus on the quality of your clicks
vs quantity - With traditional
search, NOT JUST DISPLAY

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Layering Audiences + Search Campaigns
● 160% more likely to click
through your site
● Convert
● No additional cost
● Refine your targeting to
reduce Cost per Acquisition
But Lauren, why?

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What Audiences Can I Layer?
- Remarketing (Always Recommended)
- Similar Audiences
- Demographics
- In-Market
- based on behavioral search history

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In- Market Audiences at work
Insurance Industry (One of the
MOST expensive verticals)
Search + In-Market Audience:
Avg CPC: $5.88
CPA: $12.20
Traditional Search:
Avg CPC: $4.77
CPA: $20.78
42% Decrease in CPA

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Lesson we learned:
Keywords are crucial, but they’re
not everything

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Homework:
Use Audiences In a Climate Where
Keywords are Losing Control

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Homework- Audiences
● Audiences are great for targeting AND excluding- take
advantage of this
● Start in observation mode with any hypothesis you want to test
● Monitor your CPA closely

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Audience targeting (Facebook Ads)

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Why Facebook is An Important Piece of the Puzzle
One Billion + Active users on Facebook complete with
targeting based on:
- Demographics
- Interests
- Behaviours
- Connections
- Remarketing
- Life Events
BUT...

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How Do I Prevent Wasted Spend? LAYER LAYER
LAYER!
Location Targeting
+
Interested in Dogs
+
Recently Moved

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How Do I Prevent Wasted Spend? ENTERTAIN!
Layer Relevant Targeting
+
Create Entertaining Content
that Engages Your Users
+
Don’t be afraid to kill the
monster

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How Do I Get the Most Bang for my Buck?
Monitor your audience
insights, they will guide you
as to where to focus your
budget and where to make
exclusions to preserve your
budget.
AND Recognize patterns in
your clientele.

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Ecommerce Ad Types to Drive Revenue

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Lesson we learned:
Social can drive sales with the
right content and targeting

46. Thank you! Any
questions?