Logistics

• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email from Erin Sagin

• Join the conversation on twitter• @WordStream• @ErinSagin• #PPCSins

• Time for Q&A – don’t be shy!

Meet Erin Sagin• PPC Evangelist at WordStream

• 5 Years in Paid Search

• Voted the 4th Most Influential PPC Expert of 2016

• Sin most likely to commit: gluttony

#1 Gluttony

Overstuffing Your Account = Dangerous

If Your Keywords Have More Than ? Keywords, They Need Some Extra Love

?20

Split Them Into More Granular Groupings

Most of those Keywords Aren’t Getting Any Impressions, Anyway!

Delete the Junk!

#2 Greed

You Want It All!

You’re Abusing Broad Match

How Broad Match Really Works

In the words of Google:

Broad Match lets a keyword trigger your ad to show when someone searches for:• that phrase• similar phrases• singular or plural forms• misspellings• synonyms• stemmings (such as floor and

flooring)• related searches• other relevant variations.

crab CAKES GERMAN Oktoberfestextra DARK candy bar WEDDING gown

Explore Different Match Types

Explore Different Match Types

Keyword Match Type Base Bid % Increase Max CPC

[chocolate cake] exact $1.00 30% $1.30

“chocolate cakes” phrase $1.00 20% $1.20

+chocolate +cake modified broad $1.00 10% $1.10

chocolate cake broad $1.00 0% $1.00

Higher Relevancy = Higher Bid

#3 Wrath

You’re Not Blocking the Junk!

Consider Negative Settings – Impact Level

Account

Campaign

Ad Group

Example: Do you sell tennis rackets, but not for kids? Make keywords like “kids” and “children” account-level negatives

Example: In your “tennis rackets for beginners” campaign, make “advanced” and “intermediate” campaign-level negatives

Example: In your “Wilson rackets for beginners” ad group, make all other brands ad group-level negatives

Use QueryStream to Identify and Set New Negatives

#4 Lust

Why Are We All So Laser Focused on the Top Spot?

Be Wary of Overbidding – It’s More Dangerous Than You May Realize

You May Negatively Impact Your Quality Scores

A THREE?! Are you

kidding me?!

The Higher the Position, the Higher the Expected CTR

High CTR is a the KEY Factor to a Good Quality Score

You Could Drive Your CPAs Sky High

You Could Even Instigate an Expensive Bidding War

Set Smart Initial Bids

Invest in a Bid Management Platform

#5 Sloth

Can You Answer Yes to ALL of These Statements? I hop into my PPC account 1x a week.

I optimize my ads more than 1x a quarter.

I’ve added a negative keyword to my account in the last 30 days.

In Reality…× 99% of small business

advertisers do NOT!

× 53% of small business advertisers only optimize 1x per quarter!

× 43% of advertisers have NOT added a negative keyword in the past 30 days

I hop into my PPC account 1x a week.

I optimize my ads more than 1x a quarter.

I’ve added a negative keyword to my account in the last 30 days.

My Preferred Location

Running a PPC Account Is Like Going On a Diet

Aim to Complete Basic Optimizations 1X a Week

#6 Envy

We Sponsored a Party at MozCon a Few Nights Ago

Brief Interruption! If you or your colleagues are here at

MozCon, come see us at our booth!

Michelle Was In Search of a Kinkos

Michelle FOUND a UPS Store

Guess Where Michelle Went?

?

Protect Your Turf – Bid On Your Branded Terms

Sweeten the Deal With GIANT Text Ads

Sweeten the Deal With GIANT Text Ads

Spice It Up Even More With Extensions

#7 Pride

When You Assume, You Make An…

Just Because You’ve Improved, Doesn’t Mean You’re Top Dog

Run A Grader Report to See How You Stack Up

www.wordstream.com/google-adwords

We’ve Graded Over 1 Million Accounts

$9 BILLION

Less Proud Than You Were A Few Minutes Ago?

DO Something About It!

Special Offers

1. FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

2. 1-1 AdWords Assessment with AdWords Certified Consultant

3. I don’t need help with my PPC

Q&A