Tips to Tidy Up Your PPC Clutter

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Presenters:

Lisa Wilkinson | Customer Success Specialist, WordStream

Hayley Cummings | Associate Director of Paid Search

Tips To Tidy Up Your PPC Clutter

&HOSTED BY:

Meet The Experts


• Lisa Wilkinson– Customer Success Specialist at WordStream

– Two years with WordStream

– Helps clients with learning the software as well as consults them on account performance

• Hayley Cummings– Associate Director of Paid Search at

Hanapin Marketing

– Has several years of PPC experience across many different industry verticals

– Provides thought leadership and drives innovation through Paid Search at Hanapin

Take Part in Live Blogging


• Include the hashtag #ppcspringcleaning in your Twitter tweets, Google+ status updates, etc.

Today’s Agenda

• Tips on cleaning up your account– Duplicates– Identify costly keywords– Under performers

• Areas to QA– Landing pages – Negatives– Conversion types

• WordStream Perspective vs. Agency Perspective



“Spring Cleaning”

You only need one to get your point across, right?

• Duplicate keywords – Do they REALLY affect the account?– What should you do?


When is it ok?

• Geo Targeted Campaigns• Search & Display• Stacked Bidding Strategy

– Testing different bidding strategies


Now that I found them, how do I get rid of them?


Anywhere else?



Costly Keywords

Do your keywords have a high number of clicks and no conversions?

• Pause them or keep them?• Conversion tracking?• Long buying cycle?• Sort by cost or clicks



Under Performers

Quality Scores getting you down?

• Low metrics…– Low CTR?– Match types?– Keyword research


Do your ads really matter?

• A/B test ads• Determine a threshold of time


When are your ads showing?



Areas To QA

Traffic to the site is only as good as what they can do when they get there.


Landing Pages

• Traffic to the site is only as good as what they can do when they get there.

• Destination URLs– Keyword or ad copy level

• How are you tracking?• Hyper-relevancy• CRO



Negative keywords are a strategy, and strategies change as you grow your business


Negative Keywords

• Negatives aren’t permanent!– You can choose to remove a negative to test how

certain themes of traffic perform– Make sure your previous strategy aligns with your

current strategy & website

• Embedded Negatives– It’s time consuming but necessary if you are using a

multiple match type strategy


Does your AdWords account paint an accurate picture of performance?


Conversions

• Does a conversion in AdWords represent the most important and impactful step the consumer can take?– Sale– Lead Form– Phone Call

• Are you using all the tools at your disposal?– Estimated cross device conversions– Converted clicks vs. conversions (Feb. 2014)– All and Unique conversions (Feb. 2014)



Agency vs. Software Approach

WordStream Perspective

• Software works a bit differently• Do it yourself attitude• Learn the account:

– Structure– Keywords– Ads

• Tools to help you manage


Agency Perspective

• Tips on how to easily take over an account– Schedule a meeting with the individual who was

actually managing the campaigns.– Dig into change history– Find out if their goals are based on breaking even

or increasing an existing profit– Look for large holes in strategy that can be easily

fixed• Ex: Geo modified ad copy targeted nationally.


Special Offers! Would you like…

A. WordStream: Free demo of PPC Advisor (PPC mgmt software)

B. Hanapin: Free one-on-one account assessment ($20k+ spend)

C. Nothing at the moment



Questions?

Thank you for attending!


Don’t forget to sign up for a Free Trial of WordStream:http://www.wordstream.com/ppc-free-trial

Sign up for a Free Solutions Blueprint from Hanapin Marketinghttp://www.hanapinmarketing.com/solutions-blueprint-sign-up

"After multiple negative agency experiences, the team at Hanapin stepped up to the plate and delivered the level of service and attention we had been looking for!"

- Stephen Ebbett

“GASP! My AdWords click through rate is up 486% on the same period last year – mainly because I’m using @WordStream !”

-George Cole

Lisa [email protected]

Hayley [email protected]

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