Top 5 PPC Fails & paid social Opportunities

Game of Thrones Edition

Ryan Campbell

Account Director, Add3@_ryancampbell

Pull

Push

Marketing

Pull Marketing

PPC

SEO

In 2014 companies plan to spend $55.7 billion on search ads or 46% of total internet advertising dollars.

Push Marketing

Email

PR

Social Media

Affiliate

Display

Mobile

PPC AD COPY TESTING FAIL

“A Lannister always pays his debts” - Tyrion

Google Expects an average of 9% click through rate in the top 3 positions

Conclusion

Analysis

Observation

Experiment

Hypothesis

Question

Scientific Method

Identify what elements you are testing

Too many or too little ads per ad group

# of ads to run = # of clicks per month / 100

Ad Templates For Low Volume

Use Statistical Significance

Use Scripts or Tools to Measure Performance

Stage Tests & Document Learnings

PPC CAMPAIGN AND AD GROUP ARCHITECTURE FAIL

“Chaos isn't a pit, chaos is a ladder…” - petyr

On average advertisers see an overall lift of 40% in clicks to their website when bidding on branded keywords

Set up and optimize separate branded keywords campaigns

Budget Weighted Impression Share

Share Lost to BudgetShare Acquired

Cookies

Campaign: Peanut Butter

Cookies

Ad Group: Mrs. Fields

Cookies

Ad Group: Buy Peanut

Butter Cookies

Campaign: Oatmeal Cookies

Ad Group: Mrs. Fields

Cookies

Ad Group: Buy Oatmeal

Cookies

Organize campaigns and give campaign and ad group names that are simple

PPC AD EXTENSIONS FAIL

“My mind is my weapon. My brother has his sword, King Robert has his warhammer, and I have my mind…” - tyrion

Wordstream estimates that only 30% of advertisers are using ad extensions

Using ad extensions in your ads will uplift click through rate around 10%

PPC DEVICE STRATEGY FAIL

“Those are brave men knocking at our door. Lets go kill them.” - tyrion

Mobile searches increased by 200% year over year and are set to outpace desktop searches this year.

PPC REGULAR OPTIMIZATION FAIL

“People have been swinging at me for years and they always seem to miss.” - Jamie

Login and optimize your account at a minimum weekly

RETARGETING FAIL

“Everyone wants something, Alayne. And when you know what a man wants you know who he is, and how to move him.” - petyr

Segment your audiences

Test unique and different offers

325% increase in form fills

Test Different Frequency Caps and Cookie Durations

PAID SOCIAL MEDIA OPPORTUNITIES

“I will be your champion” – Prince Oberyn

Adults spend an average of 21 minutes a day on Facebook

Comparing 2013 to 2014 there is an estimated 42% increase in digital ad revenue share for Facebook.

Ecommerce Client• CPA is 60% below

search• 5x ROAS• FBX 22%

conversion rate

B2B Lead Gen Client

Conversion rate 29% higher than paid search

App promotion on Facebook

Ryan Campbell

Account Director, Add3@_ryancampbell

Top 5 PPC Fails & paid social Opportunities

Game of Thrones Edition