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Waste per Click: 10 Ways You're Losing Money in PPC

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Big corporations and sole proprietors have at least one thing in common: avoidable paid search spending mistakes. Find out how to avoid flushing PPC dollars down the toilet with this actionable, …

Big corporations and sole proprietors have at least one thing in common: avoidable paid search spending mistakes. Find out how to avoid flushing PPC dollars down the toilet with this actionable, inventive presentation by Elizabeth Marsten. You’ll never save so much cash with so little effort.

Learn More: http://services.portent.com/ppc-complete/

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Transcript

  • 1. #PORTENTU
  • 2. What is it all about?
  • 3. (AND IT’S DRIVING ME CRAZY)There’s a lot of money beingwasted in PPC…
  • 4. Let’s stop the madness.
  • 5. Just who am I?
  • 6. 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.
  • 7. I work here. At Portent.
  • 8. I’ve managed a lot ofaccounts over the years –Millions of dollars, literally.
  • 9. Unfortunately, small, one-person businesses and largemulti-nationals make a lotof the same mistakes whenit comes to PPC.
  • 10. And these kinds ofmistakes are the onesno one likes to admit.
  • 11. The secret shame kind.
  • 12. So, here are the top 10things I’ve seen repeatedlyin PPC accounts that onlydo one thing…
  • 13. Targeting the Search and DisplayNetworks together.If you onlyremember 1 outof the 10 tips,make it this.
  • 14. Starting a new campaign onEnhanced CPC Bidding right awayWait untilyou havesomeconversiondata first.Then try.
  • 15. Not setting any mobile bid modifiersOuch.
  • 16. No negative keywords
  • 17. Clicking on your own adsHow could youmiss, really?
  • 18. Time Out.
  • 19. Let’s take a break
  • 20. As I was saying aboutPPC…
  • 21. Using broad match for all keywordsand on “head” (single word) terms tooNot evenif youwereTesla.
  • 22. People IN my targeted location vs.people search for/aboutThis isthedefault.
  • 23. Ads set to “optimize for clicks” whenyou have conversion trackingYou wantclicks orconversions?
  • 24. Targeting theUSA & Canada togetherUnless ofcourse, youship to Canada,eh?
  • 25. Ignoring Google Search PartnerNetwork PerformanceSo…only 23%is fromgoogle.com?
  • 26. PRO TIPHalf of these tips aresettings based.You can go fix themright NOW.
  • 27. BING BONUS ROUND
  • 28. Separating Search from ContentNetwork Performance
  • 29. Separating Search fromSearch Partner Network Performance
  • 30. Over-layering Demographic &Time of Day/Day of the Week Bids= 40%
  • 31. Knowing that Ad Group SettingsTrump Campaign Settings
  • 32. New Ad Groups May Default toAll Locations Worldwide…
  • 33. Questions?#PORTENTU
  • 34. http://bitly.com/bundles/ebkendo/5
  • 35. PPC CompletePaid search management that’shassle-free, completely portable andbuilt to last.http://services.www.portent.com/ppc-completePaid search management that’shassle-free, completely portableand built to last.
  • 36. Thanks!@ebkendoelizabeth@portent.comLumi, Portent mascot

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