5 most common ppc obstacles

#thinkppc

&HOSTED BY:

5 Most Common PPC Obstacles& How to Overcome Them

#thinkppc

Presenters

•

Michael Stricker

– Marketing Director at SEMrush

– @radioms

• Kayla Kurtz

– Senior Digital Advisor at Hanapin Marketing.

– @one800kayla

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

Live Poll Question #1

How long have you been in PPC?

#thinkppc

A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

#thinkppc

Live Poll Question #2

How do you manage your account(s)?

#thinkppc

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.

#thinkppc

Budget Allocation

How much is too much? Too little?

Is there such a thing as ‘just right?’

Should we focus locally or nationally?

#thinkppc

Budget Allocation

Guess what?

It depends.

#thinkppc

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!

#thinkppc

Budget Allocation

Cars.com – A Car Too Far?

Finding Competitors from Overview

#thinkppc

Budget Allocation

Cars.com – A Car Too Far?

Finding Competitors’ Ad Spend, Keywords and Traffic by

looking them up in ‘Advertising Positions’

#thinkppc

Budget Allocation

Cars.com – Traffic Price and Traffic

Comparing Competitors’ Ad Spend, Keywords and Traffic in

‘Charts’

#thinkppc

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

#thinkppc

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

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

Traffic

Traffic Cost

#thinkppc

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

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

Cost/Keyword

Cost/Unit of Traffic

#thinkppc

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:

#thinkppc

Ad Copy & CTR

Can competitor ad research help me get a

leg up?

#thinkppc

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)

#thinkppc

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)

#thinkppc

Ad Competitive Intelligence

Competitive Intelligence - Keywords

•

#thinkppc

Ad Competitive Intelligence

Competitive Intelligence - Keywords

•

(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)

#thinkppc

Ad Competitive Intelligence

Competitive Intelligence - Keywords

•

#thinkppc

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 %)

#thinkppc

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

#thinkppc

Live Poll Question #3

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

#thinkppc

a) Bids

b) Keywords

c) Ad copy/content

d) Change in offer, service or product

e) Combination of all the above

#thinkppc

Diagnosing Performance Drops

Specific to clicks/traffic…

…how do you know where to look?

#thinkppc

Diagnosing Performance Drops

Performance will

not

always be on

goal.

#thinkppc

Diagnosing Performance Drops

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…

#thinkppc

Diagnosing Performance Drops

Every estimation of Traffic in SEMrush is based

on the best data available about CTR based on

position of Ads.

#thinkppc

Diagnosing Performance Drops

Diagnosis:

Competitors?

Keywords?

Prices/offers?

Copy content?

#thinkppc

Diagnosing Performance Drops

Diagnosis: Competitors Impression Share

#thinkppc

Diagnosing Performance Drops

Diagnosis: Keywords

#thinkppc

Diagnosing Performance Drops

Diagnosis: Copy, Offers

#thinkppc

Diagnosing Performance Drops

Diagnosis: Prices in NEW PLA Tool

#thinkppc

Tackling Declining Market Share

What’s making us invisible?

#thinkppc

Tackling Declining Market Share

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

Are Quality Scores declining or stagnant?

Is this engine in question perhaps over saturated?

#thinkppc

Tackling Declining Market Share

Competitors

#thinkppc

Tackling Declining Market Share

• 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

#thinkppc

CPCs increasing & out of budget…

…where can we contract to improve

profitability?

#thinkppc

CPCs increasing & out of budget…

You can’t

simply keep

spending

MORE.

#thinkppc

CPCs increasing & out of budget…

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?

#thinkppc

Live Poll Question #4

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:

#thinkppc

CPCs increasing & out of budget…

FREE 30-day Trial SEMrush Guru

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

#thinkppc

Live Q&A Time!

#thinkppc

Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

SEMrush Feedback: michael.stricker@semrush.com