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Brad Geddes
Founder, Certified Knowledge
Founder, AdAlysis
Author, Advanced Google AdWords
@ bgtheory
Breathing New Life I...
@ bgtheoryCopyrightCertified Knowledge 2014 2
Many Accounts Are Now Over 10+ Years Old
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 3
What You Project – If You Do Everything
0
5,000
10,000
15,000
20,000
25,000
...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 4
The Reality?
0
5000
10000
15000
20000
25000
30000
35000
40000
Jan-03
Jun-03
...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 5
The Cause: Boredom
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 6
Or - That’s How Its Always Been Done…
• Do you really have all the extensions in all your campaigns?
• Are you testing ads by device?
• Do you have a mobile sit...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 8
Finding The Inspiration
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 9
I Love Design Work
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 10
Other People Love To Start With Ads
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 11
What’s Your Muse?
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 12
Finding Inspiration In Corporations
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 13
It’s Hard In This Environment
2003
discount
campaign
Another
Idea
2004 out
of
business
sale
And
another
idea
2005
spring
cleaning
And yet
another
idea
2...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 15
Inspiration Through Other Channels
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 16
Find A “New” Problem To Solve
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 17
Data Geeks & Inspiration Seekers:
SMX Sessions
• Search Engine Land PPC Columns
• PPC Hero
• RKG Blog
• Certified Knowledge
• Beyond the Paid
• Clix Marketing
• Inside A...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 19
New Perspectives: 3rd Party Audits
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 20
What We Should Strive Towards
0
5000
10000
15000
20000
25000
30000
35000
40...
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 21
Remember: Must Do The Mundane
But Having Some Fun Can Increase Revenues
@ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 22
Learn More About AdWords
CertifiedKnowledge.org
PPC training, tools, and co...
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Breathing New Life Into A Tired Paid Search Campaign

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Smx West 2014 Session #Smx #31B - Breathing New Life Into A Tired Paid Search Campaignpresentation Breathing New Life Into A Tired Paid Search Campaign By Brad Geddes @Bgtheory Of Certified Knowledge

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Transcript of "Breathing New Life Into A Tired Paid Search Campaign"

  1. 1. Brad Geddes Founder, Certified Knowledge Founder, AdAlysis Author, Advanced Google AdWords @ bgtheory Breathing New Life Into A Tired Paid Search Campaign SMX West 2014 CopyrightCertified Knowledge 2014 @ bgtheory
  2. 2. @ bgtheoryCopyrightCertified Knowledge 2014 2 Many Accounts Are Now Over 10+ Years Old
  3. 3. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 3 What You Project – If You Do Everything 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Jan-03 May-03 Sep-03 Jan-04 May-04 Sep-04 Jan-05 May-05 Sep-05 Jan-06 May-06 Sep-06 Jan-07 May-07 Sep-07 Jan-08 May-08 Sep-08 Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14 May-14 Sep-14 Revenue
  4. 4. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 4 The Reality? 0 5000 10000 15000 20000 25000 30000 35000 40000 Jan-03 Jun-03 Nov-03 Apr-04 Sep-04 Feb-05 Jul-05 Dec-05 May-06 Oct-06 Mar-07 Aug-07 Jan-08 Jun-08 Nov-08 Apr-09 Sep-09 Feb-10 Jul-10 Dec-10 May-11 Oct-11 Mar-12 Aug-12 Jan-13 Jun-13 Nov-13 Apr-14 Sep-14 Reality
  5. 5. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 5 The Cause: Boredom
  6. 6. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 6 Or - That’s How Its Always Been Done…
  7. 7. • Do you really have all the extensions in all your campaigns? • Are you testing ads by device? • Do you have a mobile site yet? • Should you include close variants? • Are you really testing landing pages? • When’s the last time you tested a new offer? • Do all your ad groups have ads in them? • Do all your ad groups have keywords or display targeting options? • And many more… @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 7 Starting Small: Missed Best Practices
  8. 8. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 8 Finding The Inspiration
  9. 9. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 9 I Love Design Work
  10. 10. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 10 Other People Love To Start With Ads
  11. 11. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 11 What’s Your Muse?
  12. 12. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 12 Finding Inspiration In Corporations
  13. 13. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 13 It’s Hard In This Environment
  14. 14. 2003 discount campaign Another Idea 2004 out of business sale And another idea 2005 spring cleaning And yet another idea 2006 falling prices This campaign that failed twice 2007 new and improved This one we’ve only used 9 times TIRED IDEAS Let’s use the 2003 campaign its been 10 years @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 14 Don’t Just Reuse Offers
  15. 15. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 15 Inspiration Through Other Channels
  16. 16. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 16 Find A “New” Problem To Solve
  17. 17. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 17 Data Geeks & Inspiration Seekers: SMX Sessions
  18. 18. • Search Engine Land PPC Columns • PPC Hero • RKG Blog • Certified Knowledge • Beyond the Paid • Clix Marketing • Inside AdWords @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 18 Your Favorite Blogs
  19. 19. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 19 New Perspectives: 3rd Party Audits
  20. 20. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 20 What We Should Strive Towards 0 5000 10000 15000 20000 25000 30000 35000 40000 Jan-03 Jun-03 Nov-03 Apr-04 Sep-04 Feb-05 Jul-05 Dec-05 May-06 Oct-06 Mar-07 Aug-07 Jan-08 Jun-08 Nov-08 Apr-09 Sep-09 Feb-10 Jul-10 Dec-10 May-11 Oct-11 Mar-12 Aug-12 Jan-13 Jun-13 Nov-13 Apr-14 Sep-14 Feb-15 The New Reality – Stop the Stagnation Attended SMX
  21. 21. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 21 Remember: Must Do The Mundane But Having Some Fun Can Increase Revenues
  22. 22. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 22 Learn More About AdWords CertifiedKnowledge.org PPC training, tools, and community @bgTheory
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