business bloopers: adwords edition

Today We’re Talking About Bloopers

Today’s Speakers

Launch Poll

Too Many Keywords per Ad Group

• Ideal = 6-18

• Enables you to create customized ads

• Increases CTR, Ad Rank and Quality Score

• Decreases CPC

• Directly affects profitability

@Szetela

Too Many Ads per Ad Group

• Ideal = 2 – 1 Control ad, 1 Test ad

• If more than 2, probably running losers

• Judge winners by:• Highest conversion rate

• Lowest cost per conversion

• Highest CTR

@Szetela

Too Many Display Keywords

• Ideal number is 4-6

• That’s all algorithm needs to characterize the theme of sites/pages where ads should appear

• Too many causes the algorithm to spread ads more widely and results in irrelevant clicks

• Use the Display Planner tool

@Szetela

Blooper #2Ads Displayed

Outside Geotarget

Ads Displayed Outside Geotarget

• Check by looking at Dimensions tab, then View: User locations

• If you see clicks from outside the geotargeted location, adjust Advanced Location Options (see next slide)

@Szetela

Ads Displayed Outside Geotarget

@Szetela

Blooper #3Improper Use of

Search Query Tool

Improper Use of Search Query Tool

@Szetela

Search Query Tool - Negatives

@Szetela

Search Query - Negatives• Frequently add negative keywords at the campaign level

• Very frequently use a broad match, single-word variation of the exact match phrase depicted

@Szetela

Search Query Tool - Positives

@Szetela

Search Query - Positives

• Almost always, it’s better to add Exact or Modified Broad match versions of the selected keywords

Tip:1. Pull account into AdWords Editor

2. Get Recent Changes

3. Back in the AdWords web user interface, add keywords as Broad

4. Back in AdWords Editor, Get Recent Changes again. The added keywords will appear highlighted green; change the match type to Exact

@Szetela

Google Display Network Negative Keywords

• Often seen when search ad groups are simply copied into Display campaigns (including Remarketing campaigns)

• Negative keywords tell AdWords, “Don’t show my ad on any pages that contain any of these words.”

• Causes very limited reach, since many relevant pages contain those words

• Easiest fix – just delete negative Display keywords

@Szetela

Not Utilizing Conversion TrackingBlooper #5

“I don’t know how to place a pixel on my landing page!”

“I need my webmaster to access that”

Why don’t you have

conversion tracking?!

@LarryKim

Bad conversion data

is worse than no conversion data.

@LarryKim

@LarryKim

I get it, Smart Conversions

are not for everyone!

@LarryKim

YOUR BEST VISITS WILL BE TRANSLATED INTO SMART GOALS

How Smart Goals Work…

You DIDN’TFocus On Quality

Blooper #5

The most costly PPC

mistake is running

junk ads on terrible

keywords.

@LarryKim

@LarryKim

Bad Quality Score?

You Pay!

@LarryKim

@LarryKim

Blooper #5The DKI Disaster

@LarryKim

@LarryKim

DKI Will Not

Produce Unicorns!

@LarryKim

The Scenario

@LarryKim

@LarryKim

Blooper #6You Won the

AdWords Jackpot

@LarryKim

AdWords Jackpot

NOT!

@LarryKim

@LarryKim

I’ve Built a Unicorn Detector!

These Emotions Make People Click!

@LarryKim

DISGUSTHAPPY SAD

ANGERSURPRISE FEAR

Write Emotionally Charged Ad Copy From The Standpoint of a Chosen Persona

@LarryKim

Examples of Emotional Ad Copy

V2

V1

@LarryKim

Emotions Drive Calls Like Crazy!!!@LarryKim

Try Emotional Triggers!

You’re Display Ads Are Text Based

Blooper #7

Higher Display Ad CTR = Much Lower CPC

@LarryKim

Higher Display Ad CTR = Much Lower CPC

Yet, 67.5% of Display Ads are actually just text,

no images!

@LarryKim

@LarryKim

Display Ad Builder!

@LarryKim

@LarryKim

Try Emotions in Display Ads too!

@LarryKim

You Aren't Focused on Mobile

Blooper #8

@LarryKim

New Shopping Experiences

Image Carousel With Detailed Info

Call or Get Directions

Expandable Product Card

Reviews and Ratings

Local Inventory Ads

@LarryKim

New Mobile Hotel Ad Experiences


Click to Book!

Ratings Info!

@LarryKim




New Automotive Ad Formats More

Likely to Inspire Actions

@LarryKim

Use Google to Get a Credit Card


Support for Regional Banks

Compare Rates

@LarryKim

Expandable Product CardDetailedReviews

CallLocal Agent

Compare and Buy Insurance Online

@LarryKim

Get A Mortgage Online

Find a Mortgage

Latest RatesRatings

and Details

@LarryKim

Launch Poll

LIVE Q&A

@LarryKim

@LarryKim

business bloopers: adwords edition

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