5 reasons your paid search (ppc) account is not performing
Post on 13-Jan-2017
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5 REASONS YOUR PPC ACCOUNT IS UN-OPTIMISED
• Like many others you may be experiencing PPC issues leading to frustration & disappointment
– High CPC– Low CTR– High CPA– Low CR– Etc.
• This presentation will help you relax, step back and reflect on possible reasons
WHY THIS PRESENTATION?
Is th
at yo
u?
Who am I?
Driven by passion, I have a genuine desire to help you reach your business objectives
• I am the Digital Marketing Director at TMP Magnet. I have 16 years PPC, SEO & digital experience
• I worked both on the client side as well as part of small and major agencies (such as Mediacom / WPP)
• Previous clients: VW, SEAT, Bose, JPMorgan, Barclays, HSBC, Santander, RBS, Blackrock, Burger King, Allianz insurance, Nikon, etc.
• Write down your questions
• Each question will be answered
SO WHAT ARE THOSE REASONS TO LOOK FOR?
REASON 1
What is an account structure?
• Consists of properly segmenting your campaigns based on a logical hierarchy
• Organising topics and sub-topics to segment the information clearly based on specific attributes for optimum targeting
Why is it important?
An improper account structure will:• Limit targeting efficiency• Increase CPC• Decrease CTR• Increase cost & CPA• Lower quality score (QS)• Prevent proper optimisation
REASON 1 – WEAK ACCOUNT STRUCTURE
How to recognise it?
• Improper separation between campaigns & ad groups / topics & sub-topics
• Account confusing, difficult to manage
• Limited targeting (too broad)
• Poor campaign performance
REASON 1 – WEAK ACCOUNT STRUCTURE
• You need to ensure you have the strongest foundations possible
• Bad account structure will make your entire PPC shaky
• You cannot grow your account efficiently if your foundations are shaky
• Not always as easy as it seems
ACCOUNT STRUCTURE = ACCOUNT FOUNDATION
REASON 2
What is a high performing keyword?
• It is a keyword that performs better than others
• Performance varies depending on your goals and KPIs
Why is it important?
• Your campaigns will not deliver if not highly focused on top performing keywords.
REASON 2 – NOT FOCUSING ON HIGH-PERFORMANCE KEYWORDS
How to recognise it?
• Few or no high performing keywords
• Top performing keywords are mixed with inefficient keywords in your ad groups (bad for QS & spend)
• Keyword targeting and segmentation is unclear
REASON 2 – NOT FOCUSING ON HIGH-PERFORMANCE KEYWORDS
• PPC is like a marathon - you vs. your competitors; you need to ensure you remain in the lead
• Your top keywords are your leaders
HIGH-PERFORMANCE KEYWORDS = WINNERS
REASON 3
What is it?
• Poor performing keywords are keywords that are depleting budget without converting or achieving desired results
Why is it important?
• Poor performing keywords will drain your budget
• Spending will not achieve results
REASON 3 – ACTIVE POOR PERFORMING KEYWORDS
How to recognise them?
• Make sure keywords have been running long enough for you to gather sufficient data
• Ask yourself: “which keywords damage your account performance?”
REASON 3 – ACTIVE POOR PERFORMING KEYWORDS
•Poor performing keywords will drag your account down
•You must remove them as soon as you recognise them
•Or find a way to turn them into winners...
POOR PERFORMING KEYWORDS = LOSERS
REASON 4
What is it?
• Google doesn’t understand nuances of the human language
• A word can have different meanings based on context
• Therefore your keywords can be triggered by irrelevant searches
Why is it important?
• Will spend your budget on wrong audience
• Damages account performance, QS, CTR, CPC, CPA
REASON 4 – LACK OF NEGATIVE KEYWORDS
How to recognise it?
• Low CTR
• Limited conversions
• High cost for limited results
• Identify in SQR analysis (Search Query Report)
REASON 4 – LACK OF NEGATIVE KEYWORDS
• A Spread Betting company bidding for “Paper Trading” was showing up for “Toilet Paper” !
• Negative keywords are ensuring keyword relevancy
LACK OF NEGATIVE KEYWORDS = POOR RELEVANCE
REASON 5
What is it?
• Text Ad copies are the link between your business and your customers
• They must be in context and speak to the audience
Why is it important?
• They can damage the Quality Score (QS)
– If irrelevant: users won’t click
– If misleading: you will get clicks but no conversion
REASON 5 – LACK OF AD OPTIMISATION AND TARGETING
How to recognise them?
• Poor performance (CTR, CR, QS)
• Not specific to your audience, product or service (too broad)
• No Ads A/B testing
• No Mobile & desktop variations
REASON 5 – LACK OF ADS OPTIMISATION & TARGETING
• Your Ads are your first link to your customers
• The stronger the bridge the more contacts you will get going through it
• Make a good first impression
YOUR ADS = BRIDGE / HANDSHAKE TO YOUR CUSTOMERS
RECAP
WE HAVE SOMETHING FOR YOU !
As a thank you for attending this webinar, we offer you a FREE 1H ONE ON ONE CONSULTATION with me.
Reserve your spot today
ANSWERING ALL YOUR QUESTIONS
• We are also offering a FREE PPC AUDIT of your Adwords account
• We will deliver our findings in an extensive document and deliver a presentation to help you understand the most critical issues we find
• Offer available if you contact us today
FREE PPC AUDIT (WORTH £5000)
To benefit from your ONE ON ONE CONSULTATION and your FREE PPC AUDIT please email me today!
David.spivac@tmpmagnet.co.uk
CONTACT ME
GOOD PPC IS A MARATHON, NOT A RACE
THANK YOU
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