alert! 10 alarming signs you need help with ppc

1@erinsagin@ErinSagin

Alert! 10 Alarming Signs

You Need Help with PPC

2@erinsagin

www.wordstream.com/learn

Want to get smart in paid search?

@ErinSagin

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Join the conversation on Twitter

@WordStream

@ErinSagin

@ErinSagin

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Meet Your Presenter

• Erin Sagin

• PPC Evangelist &

Community Manager

• 4+ years at

WordStream

• Hoola hooper, avid

traveler, and devotee

of just about every

Netflix original TV

series

• Tweet me! @erinsagin

@ErinSagin

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How Do You Diagnose a PPC Problem?

@ErinSagin

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#1 Your Account is Disorganized

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You’re Tossing All of Your Keywords into One

Ad Group

@ErinSagin

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Cut the Clutter

@ErinSagin

• Delete keywords

with little to no

impressions

(provided they

have been running

for some time)

• Delete useless ads

• Delete useless

landing pages

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Re-Organize Your Ad Groups

• Create tightly

knit,

semantically-

related, ad

groupings

• Remember, the

same ad has to

make sense for

ALL of the

keywords in the

ad group

@ErinSagin

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Believe Me, You’ll Feel Better

@ErinSagin

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#2 You’re Starting from Scratch

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Do Your Research

@ErinSagin

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Go In With a Plan

@ErinSagin

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#3 Your Click-Through Rates are

Abysmal

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What’s a Good Click-Through Rate?

IT

DEPENDS!@ErinSagin

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You Should Always Be Striving for Higher

@ErinSagin

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Improving Your CTRs

@ErinSagin

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#4 Your Average Quality Score is 5 or

Lower

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What Is Quality Score, Anyway?

@ErinSagin

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Google is Customer Centric

@ErinSagin

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Google is Customer Centric

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Quality Score Impacts Your Position

@ErinSagin

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…And Your Price

@ErinSagin

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What It All Boils Down To

Quality Score Impact on CPC

10 Discounted by 50%

9 Discounted by 44%

8 Discounted by 37%

7 Discounted by 28%

6 Discounted by 16%

5 Google Benchmark

4 Increased by 25%

3 Increased by 67%

2 Increased by 150%

1 Increased by 400%

Come on,

guys! Don’t

settle for

average!

@ErinSagin

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#5 You’re Responsible for Social Media, SEO, Content Marketing, Stocking the Coffee Machine, etc.

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How Often Do You Log Into AdWords?

• 1 per day

• 1 per week

• 1 per month

• 1 per quarter

• 1 per year

@ErinSagin

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My Guess?

According to our

research, 50% of SMBs

only do optimizations

once per quarter….

GUYS,

that’s

only 4x a

YEAR!!!

@ErinSagin

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To Move the Needle, Ongoing Optimization

is Critical

I challenge you

to spend 20

minutes a week

on PPC…bet you

can find the

time!

@ErinSagin

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#6 Your Spend Is Through the Roof (But

You Have Nothing to Show for It)

32@erinsagin@ErinSagin

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Are You Tracking Conversions?

@ErinSagin

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Calls Count, Too!

@ErinSagin

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Are Your Landing Pages Up to Snuff?

@ErinSagin

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#7 You Inherited a Bad Apple

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Take a Deep Breath

@ErinSagin

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Assess the Damage

@ErinSagin

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Create a Plan of Attack

@ErinSagin

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#8 You’re Afraid to Try New Things

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There are SO MANY Cool New Features

@ErinSagin

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Still Nervous? Let Others Be the Guinea Pigs!

@ErinSagin

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#9 You’re Solely Relying on Google’s

Optimization Suggestions

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True Story : I Moonlight as a

Waitress/Bartender…

@ErinSagin

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Google Isn’t Partial Either

@ErinSagin

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Newsflash: Usually When Google Helps You,

You End Up Spending More $$$

@ErinSagin

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Turn to a 3rd Party Source for Help

@ErinSagin

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#10 You’re Struggling to Stay on Top

of New Changes

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PPC Is An Ever Evolving Industry2000

2008

Last Week

@ErinSagin

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And It’s Only Getting More Complex

@ErinSagin

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How the Heck Do You Stay Up-To-Date?

http://www.wordstream.com/blog/ws/2016/01/05/marketing-

news

@ErinSagin

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Or, Let Someone Do It For You!

@ErinSagin

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Special Offers! Would You Like…

a) FREE Live demo of the WordStream

Advisor to learn how to manage your

PPC in 20 minutes a week

b) 1-1 AdWords Assessment with

Certified Consultant

c) I don’t need help with my PPC

@ErinSagin

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Q & A

@ErinSagin

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THANK YOU!Benchmark your AdWords account today!

Questions? 855.967.3787

www.wordstream.com/google-adwords