Date post: | 08-May-2015 |
Category: |
Technology |
Upload: | portent-inc |
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What is this all about?
(AND IT’S DRIVING ME CRAZY)
There’s a lot of money being wasted in PPC…
Let’s stop the madness.
Just who am I?
Elizabeth MarstenSenior Director of Search at Portent, Inc.
That’s Me!I write about PPC. A lot.
I seem to have run out of room.
I work here. At Portent.
I’ve managed a lot of accounts over the years –
Millions of dollars, literally.
Unfortunately, small, one-person businesses
and large multi-nationals make a lot of
the same mistakes when it comes to PPC.
And these kinds of mistakes are the ones no one likes to admit.
The secret shame kind.
So, here are the top 10 things I’ve seen
repeatedly in PPC accounts that only do
one thing…
Targeting the Search and Display Networks together.
If you only remember 1 out
of the 10 tips, make it this.
Starting a new campaign on Enhanced CPC Bidding right
away
Wait until you have
some conversion data first. Then try.
Not setting any mobile bid modifiers
Ouch.
No negative keywords
Clicking on your own ads
How could you miss, really?
Time Out.
Let’s take a break
As I was saying about PPC…
Using broad match for all keywords
and on “head” (single word) terms too
Not even if you were Tesla.
People IN my targeted location vs. people search for/about
This is the
default.
Ads set to “optimize for clicks” when you have conversion
tracking
You want clicks or
conversions?
Targeting the USA & Canada together
Unless of course, you
ship to Canada, eh?
Ignoring Google Search Partner Network Performance
So…only 23% is from
google.com?
PRO TIP
Half of these tips are settings based.
You can go fix them right NOW.
BING BONUS ROUND
Separating Search from Content Network Performance
Separating Search from Search Partner Network
Performance
Over-layering Demographic &Time of Day/Day of the Week
Bids
= 40%
Knowing that Ad Group Settings Trump Campaign Settings
New Ad Groups May Default to All Locations Worldwide…
Questions?#PORTENTU
http://bitly.com/bundles/ebkendo/5
These are the links
PPC CompletePaid search management that’s
hassle-free, completely portable and built to last.
http://services.www.portent.com/ppc-complete
Paid search management that’s
hassle-free, completely portable and built to last.