10 ppc mythsbusted
TRANSCRIPT
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10 PPC Myths Busted:PPC Myth Busters
Presented By: Amanda West-Bookwalter
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1. Analytics Is Complicated To Use
• Intimidation from a lack of use
• Lots of data doesn’t always = hard to navigate
• Myth Bustin’!; Custom Reports Live Demo
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2. Display Is Really Expensive
• This myth only holds true if your account is totally killing goals and limited by budget without Display.
• Click costs can be way lower than Search
• Advanced targeting allows reaching out to a smaller, more qualified audience.
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3. Display is Terrible For Direct Response
• Topics, ICM, Contextual, & Ad Type layering: Specific Reach
– Select Topics & Interest Categories that are applicable
– Make keyword theme lists around stages in the buying cycle
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3. Display is Terrible For Direct Response
Puppy – Topics & Contextual
Pets & Animals – Breeder Research – Image
Pets & Animals – Breeder Research – Text
Pets & Animals – Puppy Research – Image
Pets & Animals – Breeder Research – Text
Pets & Animals – Adoption Research – Image
Pets & Animals – Adoption Research – Text
Pets & Animals – Breeder Research – Image
Pets & Animals – Buy Stage– Image
Pets & Animals – Buy Stage – Text
Campaign
Ad Groups
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3. Display is Terrible For Direct Response
• Managed Placement Approach
– Perfect for small budgets
– Small, targeted audience
– Possible research avenues: competitors, Google, and Google Ad Planner
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4. adCenter Isn’t Worth My Time• Lower CPCs from less competition
• A different type of audience
• Import feature in editor
• Some features that are BETTER than Google’s (See Sam Owen’s “5 Ways adCenter Beats AdWords” Blog Post)
• Client example!
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5. Broad Match Isn’t Worth Pursuing
• Increase volume!!– Frequent search query reports– Negative embedding– Modified Broad
• Client example!
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6. Quality Score Is All About CTR• Speech Bubbles!
• Ad Relevance = tightly themed ad groups & keyword use in the ads
• Landing Page Experience = fast load times, keywords on the page, low bounce rates
• Campaign, Account, and Industry quality scores
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7. Tablet Performs Like Desktop
• Different user behaviors, just like the difference between mobile and desktop.– Breaking out allows different bidding and budget
control
• Client Example!
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8. Tablet Performs Like Desktop
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9. Ads Should Always Be In The Top 3
• Use a pivot table, a la Sean Quadlin, to find your account’s optimal average position
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10. Remarketing Images & Display Images Should Follow The Same Best Practices
• Change in targeting from stranger to the site to a previous visitor
• Begin building (conscious or subconscious) brand recognition
• Client Example!
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Resources!
• Sam Owen’s “5 Ways adCenter Beats AdWords”:http://www.ppchero.com/5-ways-adcenter-beats-adwords/
• Sean Quadlin’s “Find Your PPC Account’s Optimal Average Position With Pivot Tables!”: http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-position-with-pivot-tables/
• The Ultimate Guide To Google AdWords Quality Score: http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
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Next Webinar!
September 13th
Sean Quadlin Hosts with WordstreamMore Info TBA