5 most common ppc obstacles - and how to overcome them

#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"conversa:on"

•  Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

Live"Poll"Ques:on"#1"

How$long$have$you$been$in$PPC?$#thinkppc$

$

A.  Less"than"1"year"B.  1D3"years"C.  3D5"years"D.  5+"years"

$

#thinkppc

Live"Poll"Ques:on"#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"Alloca:on"

How much is too much? Too little?

Is there such a thing as ‘just right?’

Should we focus locally or nationally?

#thinkppc

Budget"Alloca:on"Guess what?

It depends.

#thinkppc

Budget"Alloca:on"

!  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"Alloca:on"

Cars.com – A Car Too Far? Finding Competitors from Overview

#thinkppc

Budget"Alloca:on"

Cars.com – A Car Too Far? Finding Competitors’ Ad Spend, Keywords and Traffic by looking them up in ‘Advertising Positions’

#thinkppc

Budget"Alloca:on"

Cars.com – Traffic Price and Traffic Comparing Competitors’ Ad Spend, Keywords and Traffic in ‘Charts’

#thinkppc

Budget"Alloca:on"

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"Alloca:on"

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"Alloca:on"

Cars.com – Cost/Keyword, Cost/Traffic Exporting 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"Alloca:on"

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"Compe::ve"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"Compe::ve"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"Compe::ve"Intelligence"Competitive Intelligence - Keywords • 

#thinkppc

Ad"Compe::ve"Intelligence"Competitive Intelligence - Keywords • 

(X)$Common$=$ba@le$is$joined!$

(%)$Uniques:$yours$=$strengths,$theirs$=$weaknesses$

(+)$All$Keywords$(great$for$export$&$sort)$$

(N)$Unique$to$first$domain$(look$at$winners$and$upstarts)$$

#thinkppc

Ad"Compe::ve"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"Ques:on"#3"

When$you$see$an$increase$in$compeQtor$tacQcs,$how$do$they$typically$do$it?$#thinkppc"

"

a)  Bids"

b)  Keywords"

c)  Ad"copy/content"

d)  Change"in"offer,"service"or"product"

e)  Combina:on"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"Ques:on"#4"

a.)"FREE"Account"Assessment"from"Hanapin""

" " "(for"accounts"spending"more"than"20K/mo)"

"

b.)"FREE"30Dday"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

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Live"Q&A"Time!"

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Have"more"ques:ons?"

!!Thank!you!for!a,ending!our!webinar!!#thinkppc!

""

•  Contact"us"Directly:"

»  Hanapin"Feedback:"marke:ng@hanapinmarke:ng.com"

"SEMrush"Feedback:"michael.stricker@semrush.com"

"