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#thinkppc
8 Things PPC Beginners Do
in Their Account That You
Should Too
HOSTED BY:
#thinkppc
Presenters
• Jacob Fairclough
– Account Manager at Hanapin Marketing
– Blogger at PPC Hero
• Eric Couch
– Senior Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @ecouch11
#thinkppc
Join the conversation
• Include the hashtag#thinkppcin your Twitter tweets.
• Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#thinkppc
Live Poll Question #2
Which tasks do you perform less often now,
compared to when you started in PPC?
#thinkppc
A. Keyword Research
B. Negative Keyword Analysis
C. Quality Score Optimization/Analysis
D. Auditing Campaign Settings
#thinkppc
#1: Keyword Research
• Responsive vs. Proactive Research
– Are you building campaigns by request, or by
discovering new niches?
• Research Tools?
– Basic Tools (Search term report, Google KW Tool)
– Advanced Tools (Third Party, Product Sites,
Forums, Customer Reviews, etc.)
– Competitors (SpyFu, SEM Rush, iSpionage)
#thinkppc
#1: Keyword Research
#thinkppc
#2: Negative Strategy
• Regularly Check SQRs
• Evaluate if ad group or campaign level
negatives are the best choice.
– Use lists to easily apply negatives to new
campaigns.
• Apply embedded negatives when needed.
#thinkppc
#3: Bid Strategy
• Are you over-bidding?
• Calculating your ideal CPC bid:
#thinkppc
#3: Bid Strategy
• Average Position Analysis (Pivot Table Style)
#thinkppc
#3: Bid Strategy
• Average Position Analysis (Excel Macro Style)
#thinkppc
#4: Check Campaign Settings
• Ad Rotation
– Are you accidently optimizing for conversions?
– Did you forget it was set to 90 days then optimize?
• Targeting
– Are you targeting the correct locations and
proximities?
• What networks have you enabled?
#thinkppc
#4: Check Campaign Settings
• Check your Ad Scheduling
– If you operate a call center, keep ads showing
while the centers are open.
– Look for certain times of the day that perform
better or worse than average.
• Delivery Settings
– Are you losing clicks by not using accelerated
delivery?
#thinkppc
#5: Destination URLs
• Are they right?
– Seriously, are you sure they’re right?
• URL Tags and Tracking
– Analytics
– CRM Platforms
• While simple, these are highly visible errors.
#thinkppc
#6: Bookending and Double Checking
• Do a quick projection of your changes.
– How will bid changes affect cost and conversions?
– What is the impact of adding new negatives?
• Don’t always rely on your “gut instinct”.
– Does the projection make sense?
– Are the changes too drastic or to little?
#thinkppc
#6: Bookending and Double Checking
• Check URLs to Landing Pages
– Are you sending clicks to the right page.
– Always give your URLs another look. It is easy to
mess up the tracking and lose valuable data.
• Check Targeting on New Campaigns
– Targeting can get lost when moving parts of the
account.
#thinkppc
#7: Knowing Your History
• Taking the long view.
– Change History
– Project Management Platforms
• Trends and inflection points.
#thinkppc
#8: Quality Score and Account Structure
• Audit your quality scores.
– Examine how performance varies by quality score.
– Find the distribution of you quality scores.
– Check to see you are not losing money and
conversions due to poor quality scores.
• Account Structure
– Stay consistent and keep it manageable.
#thinkppc
#8: Quality Score and Account Structure
• Are all keywords broken down as they should
be?
– Have you allowed ad groups to grow too large?
– Are you still keeping your match types properly
segmented?
– Are your campaigns and ad groups properly
focused?
#thinkppc
Need Help? Final Poll #3
Would you like help with your PPC accounts and management?
I’m interested in:
• PPC Management: We handle the day-to-day management of
your PPC account.
• Account Audit: We review your account for optimizations.
• PPC Retainer: We handle only specific needs within your
account.
• FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in monthly ad
spend).
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thanks for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in ad spend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com

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Webinar Recording: Eight Things PPC Beginners Do (That You Should Too)

  • 1. #thinkppc 8 Things PPC Beginners Do in Their Account That You Should Too HOSTED BY:
  • 2. #thinkppc Presenters • Jacob Fairclough – Account Manager at Hanapin Marketing – Blogger at PPC Hero • Eric Couch – Senior Account Manager at Hanapin Marketing – Blogger at PPC Hero – @ecouch11
  • 3. #thinkppc Join the conversation • Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions.
  • 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  • 5. #thinkppc Live Poll Question #2 Which tasks do you perform less often now, compared to when you started in PPC? #thinkppc A. Keyword Research B. Negative Keyword Analysis C. Quality Score Optimization/Analysis D. Auditing Campaign Settings
  • 6. #thinkppc #1: Keyword Research • Responsive vs. Proactive Research – Are you building campaigns by request, or by discovering new niches? • Research Tools? – Basic Tools (Search term report, Google KW Tool) – Advanced Tools (Third Party, Product Sites, Forums, Customer Reviews, etc.) – Competitors (SpyFu, SEM Rush, iSpionage)
  • 8. #thinkppc #2: Negative Strategy • Regularly Check SQRs • Evaluate if ad group or campaign level negatives are the best choice. – Use lists to easily apply negatives to new campaigns. • Apply embedded negatives when needed.
  • 9. #thinkppc #3: Bid Strategy • Are you over-bidding? • Calculating your ideal CPC bid:
  • 10. #thinkppc #3: Bid Strategy • Average Position Analysis (Pivot Table Style)
  • 11. #thinkppc #3: Bid Strategy • Average Position Analysis (Excel Macro Style)
  • 12. #thinkppc #4: Check Campaign Settings • Ad Rotation – Are you accidently optimizing for conversions? – Did you forget it was set to 90 days then optimize? • Targeting – Are you targeting the correct locations and proximities? • What networks have you enabled?
  • 13. #thinkppc #4: Check Campaign Settings • Check your Ad Scheduling – If you operate a call center, keep ads showing while the centers are open. – Look for certain times of the day that perform better or worse than average. • Delivery Settings – Are you losing clicks by not using accelerated delivery?
  • 14. #thinkppc #5: Destination URLs • Are they right? – Seriously, are you sure they’re right? • URL Tags and Tracking – Analytics – CRM Platforms • While simple, these are highly visible errors.
  • 15. #thinkppc #6: Bookending and Double Checking • Do a quick projection of your changes. – How will bid changes affect cost and conversions? – What is the impact of adding new negatives? • Don’t always rely on your “gut instinct”. – Does the projection make sense? – Are the changes too drastic or to little?
  • 16. #thinkppc #6: Bookending and Double Checking • Check URLs to Landing Pages – Are you sending clicks to the right page. – Always give your URLs another look. It is easy to mess up the tracking and lose valuable data. • Check Targeting on New Campaigns – Targeting can get lost when moving parts of the account.
  • 17. #thinkppc #7: Knowing Your History • Taking the long view. – Change History – Project Management Platforms • Trends and inflection points.
  • 18. #thinkppc #8: Quality Score and Account Structure • Audit your quality scores. – Examine how performance varies by quality score. – Find the distribution of you quality scores. – Check to see you are not losing money and conversions due to poor quality scores. • Account Structure – Stay consistent and keep it manageable.
  • 19. #thinkppc #8: Quality Score and Account Structure • Are all keywords broken down as they should be? – Have you allowed ad groups to grow too large? – Are you still keeping your match types properly segmented? – Are your campaigns and ad groups properly focused?
  • 20. #thinkppc Need Help? Final Poll #3 Would you like help with your PPC accounts and management? I’m interested in: • PPC Management: We handle the day-to-day management of your PPC account. • Account Audit: We review your account for optimizations. • PPC Retainer: We handle only specific needs within your account. • FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in monthly ad spend).
  • 22. #thinkppc Have more questions? Thanks for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com