WITH

how to leave your competition in the dust by avoiding common ppc pitfalls

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Searchscientists.com/DCBKK2015

DCBKK  2015  

Focusing on 3 things

1 2 3

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1 . More targeted, cheaper traffic

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2. Increase conversions from the traffic you already have

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3. the things we do to make our clients millions of dollars

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I will audit 175 accounts

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It’s super fast

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About me

Michael Erickson Facchin

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About

OUR  FOCUS  IS  ON  PAID  TRAFFIC    •  ADWORDS    •  FACEBOOK  ADS    •  BINGADS  •  AMAZON  ADS  •  Anything  with  “Ads”  at  the  end  of  it  

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we are on course to manage 1mil/month in ad spend

0  

200000  

400000  

600000  

800000  

1000000  

1200000  

2013   2014   2015   2016  

Managed  Monthly  Spend  

Managed  Monthly  Spend  

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What I thought

Marketingwas

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Ppc is a game

where you can beat your opponents

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If you are in this room

YOU  HAVE  COMPETITION    YOU  NEED  MORE  TRAFFIC  AT  A  LOWER  COST    YOU  NEED  MORE  CONVERSIONS  FROM  THAT  TRAFFIC  

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fight

competition US

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The game we’re talking about today

AdWords     Facebook  Ads  

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of commercial google clicks go to adwords

65%

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Facebook ad clicks are up 70% yearly

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Money down the toilet #1: low quality scores

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SEO vs Adwords

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SEO

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The adwords team is your friend

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96% of google’s $ comes from ads

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They reward helpful advertisers

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High Quality score is your reward

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Quality score impacts your

ad rank

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You don’t need to bid the most

to appear 1st

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Quality score impacts your CPC

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Crush your competition

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Get cheaper clicks.

Get cheaper conversions.

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So how do we increase our quality score?

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How quality score is made

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Good News

LANDING  PAGE  RELEVANCY  IS  

PASS   FAIL  or

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Google will tell you to increase LP relevance

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The next thing    

..is  keyword  relevancy  

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KEEP  IT  AT  10-­‐15  KEYWORDS  PER  AD  

GROUP      

Want a quick way to achieve KW relevancy?

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What happens when you break this rule?

     

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Click through rate -> Relevant to users

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A typical Trend

0  1  2  3  4  5  6  7  8  9  

10  

Day  1   Day  7   Day  14   Day  21   Day  28  

CTR  

QS  

CPC  

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A REAL EXAMPLE

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HOW  DO  YOU  DOUBLE  YOUR  CTR?  

Double your ctr

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Be unique

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Not the answer

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Write better ads

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example

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Take  some  Tme  to  think  about  what  you  need  to  do  to  connect  to  your  audience.        

“use emotion”

That’s it?

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who has the higher ctr?

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3% vs 8% CTR (yes, really!)

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Who wins here?

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‘Convenient’ wins: 276% higher ad ctr

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Putting it all together

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Quality  score  Higher  than  7?  

Move  to  next  step.  

Quality  score  below  4?  

Delete  everything  below  4.  

Put  Ad  Groups  of  10  keywords  

Double  your  CTR  

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Call your team

 Make  sure  your  top  10  keywords  have  Quality  Score  7  or  up.    If  not,  double  the  CTR  with  real  ad    copy  tesTng    Do  it  2-­‐5x/mo  

       

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Money down the drain 2: wasting money on irrelevant

terms

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Something surprising in adwords

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Keywords you bid on

what you appear for ≠

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Different words!

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what you bid on    

KEYWORD  

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What you appear for    

SEARCH  QUERY  

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Google tells you how often this matches up  

 HOW  OFTEN  YOUR  KEYWORDS  MATCH  

YOUR  QUERIES.  

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Search exact match impression share

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A high exact match impression share

   MEANS  YOU  HAVE  REALLY  GOOD  KEYWORD  CONTROL  

OVER  80%?    

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A low exact match impression share

   MEANS  YOU  HAVE  REALLY  BAD  KEYWORD  CONTROL  AND  ARE  SHOWING  UP  FOR  RANDOM  THINGS  

UNDER  70%?    

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1 month: A 20k Real example found in 30 seconds

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Spend 2k on “rubber bracelets”

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Other things they did…

$508  ON  NIKE-­‐RELATED  WORDS    

$170  ON  “CANADA”  RELATED  WORDS    

$85  ON  ‘WWJD  RUBBER  BRACELETS’    

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Use negative keywords

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Use A LOT of negative

keywords

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SERIOUSLY

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Block irrelevant & unprofitable terms

     

THIS    SAVES  YOU  MONEY  

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-“Negative Phrase” BLOCKS  EVERY  PHRASE  THAT  HAS  THE  NEGATIVE  KEYWORDS  INSIDE…  

   

-­‐“nike”  WOULD  BLOCK:    

ANYTHING  THAT  MENTIONS  NIKE  

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Pay attention

WHEN  YOU  DO  KW  

RESEARCH  

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Call your team. Tell them to check the exact

match impression share. Add negatives.

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Money pit 3: your ppc doesn’t have a sales funnel

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Query: ‘how to do ppc’

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My search query was

not commercial

BUT  THEY  TRIED  TO  SELL  ME  SOMETHING  ANYWAY  

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9 dollars a click!

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Don’t ask for the sale too soon

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Most people think the sales funnel looks like this when it comes to

ppc

BUY  

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AWARENESS  

INTEREST  

LEARN  

SHOPPING  

BUY  

Most PPC Assumes Everyone is Ready to Buy

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Create positive associations

 DON’T  ASK  PEOPLE  TO  BUY  IF  THEY  HAVEN’T  GIVEN  YOU  A  

SIGNAL  THAT  THEY’RE  INTERESTED  

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Call your team

     Do  you  have  a  sales  funnel?  Does  your  PPC  match  up  with  your  sales  funnel?      Do  you  have  a  High  Bounce  &  Low  Conversion  Rate    

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Money furnace 4: not using this powerful retargeting

strategy

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No one denies

retargeting is

huge

   

AN  AVERAGE  WEBSITE  HAS  A  2%  CONVERSION  RATE    RETARGETING  IS  YOUR  CHANCE  TO    BRING  BACK  THE  98%    

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1 time visit

Returning

vs.  

Your conversion rate is probably 50% higher for returning visitors

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So what’s the best place to

retarget?

Display?    Facebook?  AdRoll?  

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How about google.com?

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What if I told you..

Serve  Special  Ads  to  People  Who  Visited  Your  Site?    AND  YOU  COULD  DO  THIS  IN  30  SECONDS  [NO  JOKE]  

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RLSA    

REMARKETING  LISTS  FOR  SEARCH  ADS          

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Search traffic converts really high

Search retargeting converts even higher  

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rlsa has MORE ROI THAN A product listing ad

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Break this down

Visits  your  site  

Goes  back  to  Google  

Search  again  

Serve  a  special  ad  JUST  for  them  

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Capture attention when it matters most – comparison

shopping

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Take  Standard  Search  

Campaign  

Add  Retarge[ng,  Loosen  KW  Targe[ng,  

Increase  Bids,  Change  Message  

Common  to  see  2x  conversion  rates  and  CTR’s  

RSLA

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Loosen up keyword targeting with RLSA

 MAYBE  YOU  BID  ON  “DOG  TRAINING”  FOR  COLD  TRAFFIC    BUT    YOU  OPEN  IT  UP  TO  “TEACHING  DOG  TO  SIT”    WITH  AN  RLSA  AD  

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Maybe you bid low for cold traffic    

BID  HIGH    for  RLSA  

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Apply ad copy tweaks

COLD  TRAFFIC:  NORMAL  USP    

RLSA  TRAFFIC:  A  10%  OFF  COUPON  FOR  RETURN  VISITORS  

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Never turn off RLSA

VISITS  IN  JANUARY….    

STILL  SEARCHING  IN  MARCH….SERVE  THE  RLSA  

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How fast is it to set up?  

 HERE  IS  A  19  SECOND  GIF  

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Call your team  

ASK  THEM  WHY  YOU’RE  NOT  RUNNING  RLSA.    

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Burning money 5: handing your competition your most

profitable traffic

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Let’s look at a product we all love

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Competition…always

watching….

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You do not get 100% of

the branded traffic searched on google.

 BASIC  SERP  STRUCTURE    CURIOSITY    LOADS  OF  VARIATIONS  

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BID ON YOUR OWN BRAND!

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Don’t believe me?

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Here is how to verify…

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You do not get 100% of the clicks on your own brand organically

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Get a 76x ROI? Ty!

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Call your team

CHECK  YOUR  ORGANIC  CTR  FOR  YOUR  BRANDED  TERM    IF  IT’S  UNDER  90%  -­‐    RUN  ADWORDS  BRANDED  ADS    LOOK  AT  YOUR  LONG-­‐TAIL    BRANDED  TERMS  

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Money dumpster 6: being asleep at the wheel

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Open up a filter. Conv=0

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Found 30k waste in 30 seconds

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Who was asleep at the wheel?

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How do we stop it from happening

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You could sit in front of your computer 24/7

Wut?  

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WATCHING  OVER  EVERY  KEYWORD  

   

WATCHING  OVER  EVERY  AD  

 

ALL  THE  TIME  

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•  CAMPAIGNS  •  AD  GROUPS  •  ADS  •  KEYWORDS  

 AND  FACEOOK  ADS  

Automate

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A  KEYWORD  SPENDS  OVER  50  DOLLARS  

WITHOUT  A  CONVERSION  

         

EMAIL  ME    

PAUSE  IT    

REDUCE  BIDS  10%      

IF THEN

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Some of my favorite

rules

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Pause keyword if 50 dollars in spend with no conversions

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Decrease bid 10% if Cpa is over my target

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Email me if my CTR falls

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DO IT IN FACEBOOK ADS, TOO (need ad espresso)

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Use and review your rules

YOU  WILL  SAVE  SO  MUCH  MONEY.      YOUR  ACCOUNT  WILL  BE  OPTIMIZED  IN  YOUR  SLEEP.      AND  LEAVE  YOUR  COMPETITION  WONDERING.    

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Call your team

 ASK  THEM  IF  WE  HAVE  ANYTHING  OVER  50  IN  SPEND  WITHOUT  A  CONVERSION.    AND  THEN  TELL  THEM  TO  TURN  ON    AUTOMATED  RULES.  

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Pitfall 7: ignoring the biggest success factor

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When I talk with a

prospect…

 There  is  only  one  quesTon  I  need  to  ask…  

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How often do you

optimize?

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If activity is high – you

find your own pitfalls

faster

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The truth is scary

 

 ONLY  10%  OF  ADVERTISERS    OPTIMIZE  ONCE  A  WEEK.  

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Most people set it and forget it

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We have been working with this client for 2 years

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Let’s Leave you with a success plan

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Daily ‘One Goal’ trend  

Ecommerce  Stores:  (Revenue/Cost)  10,000/1000  =  10x  

 Lead  Gen:  (Cost/Leads)    (10,000/1000)  =  10  CPA  

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PPC sales funnel Check

 1/MO  

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Negative keyword optimization

 2x/MO  

   

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Ad copy testing

SHOULD  BE  DONE      

2X/MO  ON  ADWORDS  4X/MO  ON  FB  ADS  

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Keyword expansion on AdWords

FIND  NEW  KEYWORDS  

 1X/MO  

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Quality score optimization    

2X/MO  

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Create your optimization calendar

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Use your competitive edge

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You vs the competition

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Searchscientists.com/blog

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Searchscientists.com/DCBKK-2015

Questions?

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references War  on  free  clicks  

hqp://www.wordstream.com/arTcles/google-­‐ads  Facebook  ads  

hqp://www.cmo.com/arTcles/2014/4/17/q1_social_intelligence.html  Adwords  dollars  to  google  

hqp://www.wordstream.com/arTcles/google-­‐earnings  RetargeTng  

hqp://www.digitalinformaTonworld.com/2014/09/infographic-­‐retargeTng-­‐adverTsing-­‐staTsTcs.html  

Quality  score  hqp://www.wordstream.com/blog/ws/2013/07/16/quality-­‐

score-­‐cost-­‐per-­‐conversion