A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
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Get better at PPC by seeing what really bad PPC looks like. At ACP-LS I talked about the many ways to screw up a PPC campaign, and provided some tips for getting it right. These are the slides.
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A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
- 1. FAST TIMES, EASY WINS AND BURNED MONEY: A BEGINNER’S GUIDE TO PPC BY IAN LURIE @PORTENTINT
- 2. @portentint
- 3. We do PPC
- 4. I do not “Oh, $&!#. The boss is gonna talk PPC.”
- 5. Send me questions. I love ‘em. @portentint ian@portent.com Ian Lurie
- 6. We need a safe word “Interesting…”
- 7. @portentint In spite of the stories herein, PPC is not terrifying
- 8. @portentint Learn from my mistakes
- 9. @portentint Be calm Embrace PPC stillness
- 10. A quick tour of the PPC universe
- 11. @portentint “Hey wait why aren’t you talking about Bing and Yahoo and…
- 12. @portentint Search Market Share Google Everyone else (magnified 10x)
- 13. (but I’ll talk about them later)
- 14. “PPC” ads
- 15. Headlines (now you can have 3)
- 16. Display URL
- 18. Ad Extensions
- 19. Ad Extensions
- 20. Local ads
- 21. PLAs
- 22. Mobile
- 23. Apps Images from SearchEngine Land’s Ginny Marvin https://portent.co/2RhOfnK
- 24. @portentint It’s OK. Focus on the text ads for now
- 26. THERE’S A TWIST THAT’S RIGHT BABY YOU CAN’T JUST BUY YOUR WAY TO THE TOP YOU GOTTA EARN IT
- 27. Quality Score
- 28. @portentint $1.75 $2.10 $1.50 More $$$ ≭ Higher Ranking
- 29. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
- 30. History Clickthru Ad keywords Landing page keywords
- 32. Find it
- 33. Find it
- 34. Find it
- 35. Find it
- 36. Find it
- 37. @portentint Know the quality score. Be the quality score
- 38. @portentint On to the boo-boos
- 40. @portentint Account Campaign 1 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. HOW AM I SUPPOSED TO MANAGE PERFORMANCE? FUUUUUUUUUUUUUU…
- 41. @portentint GOOD STRUCTURE = GOOD QS YesAccount Campaign 1 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Campaign 2 Campaign 3 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Ad group 1 Ad group 2 Ad group 3 Ad group 1 Ad group 2 Ad group 1 Ad group 2
- 43. @portentint Account Mobile My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Seattle Branded My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Ad group 1 Ad group 2 Ad group 3 Ad group 1 Ad group 2 Ad group 1 Ad group 2 Target ad text, region, bids, devices, etc. For optimal quality score
- 44. Just get organized, ok?
- 52. @portentint My tale of whoaaaa
- 53. Less traumatic examples Not my fault
- 55. Uhm…
- 56. Whoops
- 58. @portentint Start with Google search only
- 59. @portentint Run a separate campaign for this
- 61. @portentint I won’t, don’t worry
- 62. @portentint Run a separate campaign for this
- 63. Start with Google Separate campaigns for networks
- 64. @portentint Mistake #3 Lousy Device Targeting
- 65. WE’RE GOING TO SIMPLIFY TARGETING TO MAKE IT EASIER TO REACH THE GROWING BASE OF MOBILE USERS…
- 67. SEPARATE CAMPAIGNS FOR DEVICES Organize by device type
- 68. SEPARATE CAMPAIGNS FOR DEVICES Organize by device type
- 69. @portentint Mistake #4 Match Type Mismatch
- 70. Not quite, but really funny
- 75. @portentint Broad match modifier “close variations”
- 77. @portentint Phrase match The phrase + Words before/after
- 78. @portentint Exact match That word/phrase “close variations”
- 79. @portentint Start with broad match modifier? Watch this report
- 80. Watch the search terms report
- 81. SEPARATE AD GROUPS/CAMPAIGNS Organize by match type
- 82. SEPARATE AD GROUPS/CAMPAIGNS Organize by match type
- 83. @portentint Mistake #5 Ignoring The Negative
- 84. @portentint
- 85. @portentint We’re gonna have words
- 87. Watch the search terms report
- 89. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
- 90. A+ C-
- 91. “Car repair” F-
- 92. Put keywords in ads
- 93. 3 headlines = +8% clickthrough
- 94. Use all the characters & headlines
- 96. Test ads
- 98. I WILL RANK #1 FOR SHOES AND FOR MY NAME OR YOU ARE FIRED I DON’T CARE HOW MUCH IT COSTS DO IT NOW OR I SHALL RAIN DOWN THE VERY FIRES OF HECK UPON YOU FOR YOUR INSOLENCE
- 99. WHAT HAPPENED WHERE DID ALL MY MONEY GO WHAT THE HECK IS WRONG WITH YOU I’M FIRING YOU THIS WASN’T MY IDEA YOU TRICKED ME
- 100. Think Like A Marketer
- 102. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
- 104. Put your keywords on your landers
- 105. Make your landers blazing fast
- 106. @portentint Mistake #9 The Geography Lesson
- 107. WE’RE GETTING LOTS OF LOW-COST TRAFFIC FROM ALL OVER THE COUNTRY WE ARE SO GREAT RIGHT?
- 108. WE DON’T SELL ANYTHING IN TEXAS. OR NEW YORK. OR OHIO. OR FLORIDA…
- 109. Geographic report
- 110. Geographic report
- 111. Geo targeting
- 112. Geo targeting
- 113. Target precisely Don’t go nuts
- 114. @portentint Mistake #10 Ignoring The Brand
- 115. @portentint
- 116. @portentint
- 117. @portentint
- 118. POOPY BAD SUCK JERKS LOUSY S&!T F@#* CRAPPY STUPID EW ICK Negative keywords
- 119. Protect the brand
- 120. Also: Protect your turf
- 121. Also: Protect your turf
- 122. @portentint Mistake #11 Skipping Other Networks
- 124. Here be bargains. Arrrr.
- 125. @portentint Mistake #12 The Advice Vice
- 126. @portentint HEYYYY WE’VE GOT SOME SUGGESTIONS FOR YOU THAT WILL MAKE US YOU MORE MONEY JUST UP YOUR BIDS AND ADD THESE KEYWORDS NEVER MIND ABOUT CONVERSIONS AND THAT KIND OF SILLY STUFF IT’S NOT IMPORTANT
- 127. Don’t. Trust. Unsolicited. Calls.
- 128. Be skeptical
- 130. Conversion tracking
- 131. Retargeting
- 132. DISPLAY VIDEO VOICE CUSTOM AUDIENCES GMAIL APPS EXTENSIONS CLICK TO CALL CLICK TO MESSAGE PARALLEL TRACKING TRUVIEW SMART BIDDING EXPRESS
- 133. @portentint Keep it simple. Do what you know.
- 135. @portentint Always try to beat your previous best
- 136. @portentint Be one with the PPC
- 137. @portentint IF YOU HATED THIS TALK, PLEASE LIE ian@portent.com @portentint https://portent.co/ppc-mistakes