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Pay Per Click advertising is an incredibly effective method of generating leads and sales, but realizing a positive ROI can often be a major challenge. Working on hundreds of PPC accounts over the years, I’ve seen the same problems over and over that lead to unoptimized accounts and wasted spend. In this presentation / discussion, we’ll cover 5 easy fixes you can implement in a day to dramatically improve the performance of your PPC campaigns. John Crenshaw is the owner of Razorlight Media, a digital marketing company in Cincinnati specializing in lead generation via SEO, PPC, and content marketing. In his free time he's an avid skier, mountain biker, and CrossFitter. You can find him on Twitter at @johncrenshaw or on his company blog at http://www.razorlightmedia.com/blog/
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5 Easy Fixes to Dramatically Improve PPC Performance
About John Crenshaw
Digital marketing for 7 years
Owner: Razorlight Media
@johncrenshaw
RazorlightMedia.com/blog/
About Razorlight Media
SEO, PPC, Content Marketing
Two Focus Areas:1. Local B2C (dentists, roofers, restaurants, Realtors, etc)
2. B2B Service (Crane builders, warehousing / fulfillment, architecture firms, etc)
This presentation is about AdWords
Some concepts apply to other networks(BingAds, Facebook, LinkedIn, etc)
Strong returns on nearly all campaigns
Why no positive ROI?
1. How you manage2. How you measure
Easy Fix #1
Disable the display network
Why no display network?
1. Completely different strategy from Search
2. Time consuming
3. Can be expensive to find what works
Easy Fix #2
Remove “Broad Match” Terms(modified broad OK)
dentist – Broad match
+dentist – Modified broad match
“dentist” – Phrase match
[dentist] – Exact match
Why no broad match?
[dentist]
Matches:dentist
“dentist”
Matches:dentistCincinnati dentistFind a dentistEtc…
dentist
Matches:dentistCincinnati dentistFind a dentistFacial surgeonDennis the MenaceEtc…
Easy Fix #3
Break keywords into specific ad groups
Before
Ad group 1 - Auto glass, Windshield repair, Windshield replacement, New car window, Broken car window, Cracked windshield, New windshield, Cracked car window
A better structure
AfterAd group 1 - Auto glassAd group 2 - Windshield repairAd group 3 - Windshield replacementAd group 4 - New car windowAd group 5 - Broken car windowAd group 6 - Cracked windshieldAd group 7 - New windshieldAd group 8 - Cracked car windowEtc…
Bonus!
Now you can write more targeted ads
Easy Fix #4
Simplify your match types
This:[cincinnati dentist]“cincinnati dentist”+cincinnati +dentist
Is the same as this:+cincinnati +dentist
Easy Fix #5 (the not quite so easy but incredibly powerful fix)
Create ads & landing pages to match searcher intent
What is Searcher Intent?
Answers the question, “I want to…”
“Accountants in Cincinnati”I want to…find an accountant in Cincy
Not always obvious…
“Dentist in Cincinnati”I want to…find a dentist WITHIN 20 MILES OF MY HOUSE
Afterall, I only go twice a year.
And then…
“Bank in Cincinnati”I want to…find a bank WITHIN 5 MILES OF MY HOUSE
I’ll be going once a week – it needs to be nearby.
Enter: Personas
“SEO company in Cincinnati”I want to…find an SEO company; I don’t know exactly what I need, otherwise I would have searched a specific service like “link-building” or “content marketing”; I want them local because I feel more comfortable meeting face-to-face; I don’t have a large budget and am just starting out, otherwise I’d use my referral network instead of searching the web; I’m looking for a list of companies to research because I didn’t search for a specific company; I’m relatively high in the funnel stage; I’d respond to blog posts and remarketing because I’m not quite ready to give up my email…
Why is intent important?
It gives searchers what they want…
And when you give searchers what they want, you give Google what it wants.
Google rewards you with…
Higher CTR
Lower CPC
Better organic rankings
A real-life example
Search term:Cincinnati birthday parties
What’s the searcher’s intent?
Parents researching places to have a kid’s birthday party in Cincinnati, or…
Parents researching birthday party ideas for a kid’s party in Cincinnati.
Ads - Give them what they want
Original ad
$1.04 CPC1.77% CTR
New ad (targeted toward intent)
$0.45 CPC3.19% CTR
Landing Page - Give them what they want
A list of places in Cincinnati to have a kid’s birthday party, or…
A list of creative ideas for a kid’s birthday party.
SEO Bonus!
Write a bomb description for SEO!
Which would you click on?
How do I determine searcher intent?
Using PPC of course!
How to determine searcher intent?
1. Optimize PPC campaigns
2. Brainstorm possible intents
3. Create ads to test intent
4. Create landing pages to test intent
5. Measure CTR, bounce rate, time on page, etc
6. Use successful ads to help with description copy
Recap – 5 Easy Fixes
1.Disable the display network
2.Remove broad match terms
3.Create specific ad groups
4.Simplify your match types
5.Create ads & landing pages to match searcher
intent
John Crenshaw
@johncrenshaw
www.RazorlightMedia.com/blog/
