alert! 10 alarming signs you need help with ppc
TRANSCRIPT
1@erinsagin@ErinSagin
Alert! 10 Alarming Signs
You Need Help with PPC
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www.wordstream.com/learn
Want to get smart in paid search?
@ErinSagin
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Join the conversation on Twitter
@WordStream
@ErinSagin
@ErinSagin
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Meet Your Presenter
• Erin Sagin
• PPC Evangelist &
Community Manager
• 4+ years at
WordStream
• Hoola hooper, avid
traveler, and devotee
of just about every
Netflix original TV
series
• Tweet me! @erinsagin
@ErinSagin
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How Do You Diagnose a PPC Problem?
@ErinSagin
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#1 Your Account is Disorganized
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You’re Tossing All of Your Keywords into One
Ad Group
@ErinSagin
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Cut the Clutter
@ErinSagin
• Delete keywords
with little to no
impressions
(provided they
have been running
for some time)
• Delete useless ads
• Delete useless
landing pages
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Re-Organize Your Ad Groups
• Create tightly
knit,
semantically-
related, ad
groupings
• Remember, the
same ad has to
make sense for
ALL of the
keywords in the
ad group
@ErinSagin
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Believe Me, You’ll Feel Better
@ErinSagin
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#2 You’re Starting from Scratch
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Do Your Research
@ErinSagin
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Go In With a Plan
@ErinSagin
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#3 Your Click-Through Rates are
Abysmal
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What’s a Good Click-Through Rate?
IT
DEPENDS!@ErinSagin
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You Should Always Be Striving for Higher
@ErinSagin
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Improving Your CTRs
@ErinSagin
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#4 Your Average Quality Score is 5 or
Lower
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What Is Quality Score, Anyway?
@ErinSagin
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Google is Customer Centric
@ErinSagin
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Google is Customer Centric
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Quality Score Impacts Your Position
@ErinSagin
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…And Your Price
@ErinSagin
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What It All Boils Down To
Quality Score Impact on CPC
10 Discounted by 50%
9 Discounted by 44%
8 Discounted by 37%
7 Discounted by 28%
6 Discounted by 16%
5 Google Benchmark
4 Increased by 25%
3 Increased by 67%
2 Increased by 150%
1 Increased by 400%
Come on,
guys! Don’t
settle for
average!
@ErinSagin
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#5 You’re Responsible for Social Media, SEO, Content Marketing, Stocking the Coffee Machine, etc.
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How Often Do You Log Into AdWords?
• 1 per day
• 1 per week
• 1 per month
• 1 per quarter
• 1 per year
@ErinSagin
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My Guess?
According to our
research, 50% of SMBs
only do optimizations
once per quarter….
GUYS,
that’s
only 4x a
YEAR!!!
@ErinSagin
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To Move the Needle, Ongoing Optimization
is Critical
I challenge you
to spend 20
minutes a week
on PPC…bet you
can find the
time!
@ErinSagin
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#6 Your Spend Is Through the Roof (But
You Have Nothing to Show for It)
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Are You Tracking Conversions?
@ErinSagin
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Calls Count, Too!
@ErinSagin
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Are Your Landing Pages Up to Snuff?
@ErinSagin
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#7 You Inherited a Bad Apple
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Take a Deep Breath
@ErinSagin
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Assess the Damage
@ErinSagin
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Create a Plan of Attack
@ErinSagin
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#8 You’re Afraid to Try New Things
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There are SO MANY Cool New Features
@ErinSagin
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Still Nervous? Let Others Be the Guinea Pigs!
@ErinSagin
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#9 You’re Solely Relying on Google’s
Optimization Suggestions
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True Story : I Moonlight as a
Waitress/Bartender…
@ErinSagin
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Google Isn’t Partial Either
@ErinSagin
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Newsflash: Usually When Google Helps You,
You End Up Spending More $$$
@ErinSagin
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Turn to a 3rd Party Source for Help
@ErinSagin
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#10 You’re Struggling to Stay on Top
of New Changes
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PPC Is An Ever Evolving Industry2000
2008
Last Week
@ErinSagin
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And It’s Only Getting More Complex
@ErinSagin
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How the Heck Do You Stay Up-To-Date?
http://www.wordstream.com/blog/ws/2016/01/05/marketing-
news
@ErinSagin
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Or, Let Someone Do It For You!
@ErinSagin
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Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with
Certified Consultant
c) I don’t need help with my PPC
@ErinSagin
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Q & A
@ErinSagin
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THANK YOU!Benchmark your AdWords account today!
Questions? 855.967.3787
www.wordstream.com/google-adwords