5 most common ppc obstacles

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&HOSTED BY:

5 Most Common PPC Obstacles& How to Overcome Them

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Presenters

•

Michael Stricker

– Marketing Director at SEMrush

– @radioms

• Kayla Kurtz

– Senior Digital Advisor at Hanapin Marketing.

– @one800kayla

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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?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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How do you manage your account(s)?

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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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Budget Allocation

How much is too much? Too little?

Is there such a thing as ‘just right?’

Should we focus locally or nationally?

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Budget Allocation

Guess what?

It depends.

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Budget Allocation

Is this budget predetermined by outside forces?

Do you have ‘new’ budget or do you need to look at

non-productive channels?

Have you tried PPC before? What was budget then?

Do you NEED national targeting? Would regional or

local make better sense to start?

Complete some keyword research and follow that with

some backwards math!

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Budget Allocation

Cars.com – A Car Too Far?

Finding Competitors from Overview

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Budget Allocation

Cars.com – A Car Too Far?

Finding Competitors’ Ad Spend, Keywords and Traffic by

looking them up in ‘Advertising Positions’

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Budget Allocation

Cars.com – Traffic Price and Traffic

Comparing Competitors’ Ad Spend, Keywords and Traffic in

‘Charts’

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Budget Allocation

Cars.com – Cost per Keyword

Exporting and Graphing in Excel:

Competitors Keywords and Traffic Cost

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Cars.com Edmunds.com AutoTrader.com CarGurus.com KBB.com

Keywords

Traffic Cost

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Budget Allocation

Cars.com – Cost per Traffic Unit

Exporting and Graphing in Excel:

Competitors Traffic and Traffic Cost

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000


Traffic

Traffic Cost

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Budget Allocation

Cars.com – Cost/Keyword, Cost/TrafficExporting and Graphing in Excel:

Competitors Cost/Keyword and Cost/Unit of Traffic

$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00


Cost/Keyword

Cost/Unit of Traffic

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Budget Allocation

Quality Score Roulette

“Poor Quality Scores can lead to a tax of

up to 400% on your bid rates!”

~ Larry Kim, CTO of WordStream:

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Ad Copy & CTR

Can competitor ad research help me get a

leg up?

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Ad Competitive Intelligence

Competitive Intelligence

• Crowdsourced big data = what works now

• Why experiment when we can learn from others?

• Save:

• Effort

• Time

• Budget

• Then, do it better

• Advance rapidly based on experience (of others)

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Competitive Intelligence - Keywords

•

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•

(X) Common = battle is joined!

(%) Uniques: yours = strengths, theirs = weaknesses

(+) All Keywords (great for export & sort)

(-) Unique to first domain (look at winners and upstarts)

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•

http://www.robbierichards.com/wp-content/uploads/2014/11/commonkw3.jpg

http://www.robbierichards.com/wp-content/uploads/2014/11/commonkw3.jpg

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Ad Copy & CTR

Competitive Intelligence – Ads History

Judge Competitors’ most successful Ads based on:

• Keywords contributing high proportion of their traffic

• Frequent, repetitious appearance of same Ad(s)

• High share of Impressions (Coverage %)

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Ad Copy & CTR

Competitive Intelligence – Ad Copy

Steal concise, customer-centric ad copy:

• keywords

• motivational, emotional desire triggers

• unique selling points

• value propositions

• risk reducers

• killer offers

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When you see an increase in competitor tactics, how do they typically do it?

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a) Bids

b) Keywords

c) Ad copy/content

d) Change in offer, service or product

e) Combination of all the above

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Diagnosing Performance Drops

Specific to clicks/traffic…

…how do you know where to look?

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Performance will

not

always be on

goal.

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Be as proactive as possible to prevent.

Benchmark & bookend current/anticipated

performance.

Start peeling back the individual segment layers of

where the problem COULD lie…

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Every estimation of Traffic in SEMrush is based

on the best data available about CTR based on

position of Ads.

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Diagnosis:

Competitors?

Keywords?

Prices/offers?

Copy content?

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Diagnosis: Competitors Impression Share

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Diagnosis: Keywords

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Diagnosis: Copy, Offers

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Diagnosis: Prices in NEW PLA Tool

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Tackling Declining Market Share

What’s making us invisible?

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What’s actually changed – your bids or your position?

Are Quality Scores declining or stagnant?

Is this engine in question perhaps over saturated?

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Competitors

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• Impressions Share in Ads Copies

• Total Keywords for which your Ads appear

in first two pages of Google

• PLAs have a different rank formula –

check images, too

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CPCs increasing & out of budget…

…where can we contract to improve

profitability?

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You can’t

simply keep

spending

MORE.

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Where are you losing money?

Keywords to eliminate or double down on?

Can those keywords be improved or would it matter?

Consider funnel value on each keyword – closer to a

sale or more top of funnel?

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a.) FREE Account Assessment from Hanapin

(for accounts spending more than 20K/mo)

b.) FREE 30-day Trial SEMrush Guru

c.) No Thanks

d.) Both

Would you like help with your PPC accounts

and management? I’m interested in:

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FREE 30-day Trial SEMrush Guru

http://bit.ly/Hanapin-Free-Trial

http://bit.ly/Hanapin-Free-Trial

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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]

SEMrush Feedback: [email protected]

mailto:[email protected]

5 most common ppc obstacles

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