10 Things Every PPC Account Should Have

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10 THINGS EVERY PPC ACCOUNT SHOULD

HAVE

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Presenters

• Sam Mazaheri– Director of Marketing and Product at

AdStage

– @sammmer

• Jacob Fairclough– Account Manager at Hanapin

Marketing.

– @realsecretjake

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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1. Goals

Set clear goals for your account

What’s the goal of your campaign? What results would you like to see? Are you promoting your brand, driving traffic to your site, collecting leads, or driving sales?

Helps you evaluate performance Helps you focus your ad copy Helps you select your landing pages

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2. Conversion Tracking

Track performance by measuring actions

It’s easy enough to get clicks and impressions, but are they worth it?

Conversions allow to to track valuable actions such as sales and form submissions.

This allows you to optimize your account based on value rather than clicks.

Conversion data helps you make the harder strategic choices for pushing or pulling budget in the account.

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3. Budget

Set a budget and revisit it as necessary

How much money are you willing to spend on your ads? Do you want to allocate money to a specific effort? Will you be running it for a month or is it ongoing?

Convert your total budget to daily campaign budgets Collect initial results and reallocate to spend your budget

Raise budgets where there’s a deficit Lower budgets where there’s a surplus

Collect initial results and reallocate to increase revenue Raise budgets for the most profitable campaigns Lower budgets for the least profitable campaigns

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4. Audience

Have a well-defined audience

Who should see your ads? Who are your customers? How old are they? Where do they live? Are there any types of people you can exclude from your audience?

Helps you define your targeting (keywords, location, etc.)

Helps you write effective ad copy Helps you select the best landing pages

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5. Ad Copy

Make Use of your Ads

Use keywords in your ad copy for bolded text. Use targeted language for your audience. Do a little competitive analysis and see how you can differentiate your

ads from your competitors.

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6. Structure

Adopt a clear and logical structure

How you structure your campaigns and ad groups directly affects how much control you have over your account performance. Should you organize your campaigns by product? By audience? Or maybe something else?

Campaigns control how your budget is allocated across efforts

Tightly-themed ad groups help you craft relevant ad copy

Clear structure makes it easy to understand reports Spot trends with different parts of your account Spot optimization opportunities Spot keyword expansion opportunities

Account

Campaign

Ad Group

Ads Keywords

Ad Group

Ads Keywords

Campaign

Ad Group

Ads Keywords

Ad Group

Ads Keywords

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7. Keywords

It all starts with the keywords

Without the appropriate keywords you can’t target the best queries.

Focus bids on the most relevant queries for conversions

Use general keywords to find users early in the sales funnel

Build specific pages and ads around particular keywords.

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What do you think about Google’s new Website Call Conversions?#thinkppc

a) Love it. I can’t wait to try it out.

b) I’m interested. I might give it a shot later.

c) I’m not impressed, I’ll stick with my third-party call tracking provider

d) I don’t need it. I don’t need to track call conversions.

e) What is it? I’ve never heard of it.

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8. Negative Keywords

Not all keywords bring relevant traffic

Make sure you are excluding keywords from your campaigns

Use negatives to force match type segmentation

Utilize the different match types to block exact match queries in your broad match ad groups.

Block ads from unrelated queries. Only sell basketball shoes? Block

words like “cleats”. Exclude poor quality queries found through

the search query reports

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9. Extensions

Create and test all relevant extensions

Extensions improve your ads Better ad rank Higher CTR and more real estate Qualify and better serve your audience

Site Extensions Show links to additional pages Call Extensions Promote your phone number Location Extensions Display your address and more!

Are there other relevant pages to send traffic to? Should you include a phone number in your ads? Are customers searching for your address to visit you in person?

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10. Ad Testing

One Ad Does Not Fit All

Work on different variations and offerings for ads

Testing ads lets you find the best messaging. The easiest way to grow an account is to find better ad copy with

higher CTRs and better conversion rates. Make ads as relevant as possible for QS boosts, higher positioning ,

and bonuses such as bolded text. This is where account structure comes into play, making it easy to fit

the best ads to each ad group.

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a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) Skipping the waitlist for AdStage with a FREE invite.(An all-in-one platform for AdWords, Bing, Facebook & LinkedIn campaign management)

c.) No Thanksd.) Both

Would you like help with your PPC accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

AdStage Feedback: [email protected]

mailto:[email protected]

