What is this all about?

(AND IT’S DRIVING ME CRAZY)

There’s a lot of money being wasted in PPC…

Let’s stop the madness.

Just who am I?

Elizabeth MarstenSenior Director of Search at Portent, Inc.

That’s Me!I write about PPC. A lot.

I seem to have run out of room.

I work here. At Portent.

I’ve managed a lot of accounts over the years –

Millions of dollars, literally.

Unfortunately, small, one-person businesses

and large multi-nationals make a lot of

the same mistakes when it comes to PPC.

And these kinds of mistakes are the ones no one likes to admit.

The secret shame kind.

So, here are the top 10 things I’ve seen

repeatedly in PPC accounts that only do

one thing…

Targeting the Search and Display Networks together.

If you only remember 1 out

of the 10 tips, make it this.

Starting a new campaign on Enhanced CPC Bidding right

away

Wait until you have

some conversion data first. Then try.

Not setting any mobile bid modifiers

Ouch.

No negative keywords

Clicking on your own ads

How could you miss, really?

Time Out.

Let’s take a break

As I was saying about PPC…

Using broad match for all keywords

and on “head” (single word) terms too

Not even if you were Tesla.

People IN my targeted location vs. people search for/about

This is the

default.

Ads set to “optimize for clicks” when you have conversion

tracking

You want clicks or

conversions?

Targeting the USA & Canada together

Unless of course, you

ship to Canada, eh?

Ignoring Google Search Partner Network Performance

So…only 23% is from

google.com?

PRO TIP

Half of these tips are settings based.

You can go fix them right NOW.

BING BONUS ROUND

Separating Search from Content Network Performance

Separating Search from Search Partner Network

Performance

Over-layering Demographic &Time of Day/Day of the Week

Bids

= 40%

Knowing that Ad Group Settings Trump Campaign Settings

New Ad Groups May Default to All Locations Worldwide…

Questions?#PORTENTU

http://bitly.com/bundles/ebkendo/5

These are the links

PPC CompletePaid search management that’s

hassle-free, completely portable and built to last.

http://services.www.portent.com/ppc-complete

Paid search management that’s

hassle-free, completely portable and built to last.

Thanks!@ebkendoelizabeth@portent.com

Lumi, Portent mascot