Tips to Tidy Up Your PPC Clutter [Webinar]


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Can you feel it? The weather is getting warmer, and the delicate fragrance of newly-bloomed flowers hangs in the air. These are sure signs that spring is right around the corner! But after a long winter of being cooped up in a stuffy paid search account, your AdWords performance is most likely not all roses and sunshine.

It's time to throw open the windows, brush away those cobwebs, and take on your annual spring PPC spring cleaning!

In this free webinar, WordStream's Customer Success Specialist Lisa Wilkinson partners with Hanapin Marketing's Associate Director of Paid Search Hayley Cummings to share actionable tips to tidy up your PPC account clutter. This webinar is loaded with take-away examples to help you optimize your account and increase PPC performance. You'll learn:

- Areas to do "spring cleaning"
- How to quickly identify what's dragging down your account performance
- Money-saving tips to optimize keywords and eliminate wasted spend

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Tips to Tidy Up Your PPC Clutter [Webinar]

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Presenters: Lisa Wilkinson | Customer Success Specialist, WordStream Hayley Cummings | Associate Director of Paid Search Tips To Tidy Up Your PPC Clutter &HOSTED BY:
  2. 2. Meet The Experts CONFIDENTIAL – DO NOT DISTRIBUTE 2 • Lisa Wilkinson – Customer Success Specialist at WordStream – 2+ years working in Paid Search – AdWords & Bing Certified – Provides expert consultation for WordStream customers • Hayley Cummings – Associate Director of Paid Search at Hanapin Marketing – Has several years of PPC experience across many different industry verticals – Provides thought leadership and drives innovation through Paid Search at Hanapin
  3. 3. Take Part in Live Blogging CONFIDENTIAL – DO NOT DISTRIBUTE 3 • Include the hashtag #ppcspringcleaning in your Twitter tweets, Google+ status updates, etc.
  4. 4. Today’s Agenda • Tips on cleaning up your account – Duplicates – Identify costly keywords – Under performers • Areas to QA – Landing pages – Negatives – Conversion types • WordStream Perspective vs. Agency Perspective CONFIDENTIAL – DO NOT DISTRIBUTE 4
  5. 5. CONFIDENTIAL – DO NOT DISTRIBUTE 5 “Spring Cleaning”
  6. 6. You only need one to get your point across, right? • Duplicate keywords – Do they REALLY affect the account? – What should you do? CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. When is it ok? • Geo Targeted Campaigns • Search & Display • Stacked Bidding Strategy – Testing different bidding strategies CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. 8. Now that I found them, how do I get rid of them? CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. Anywhere else? CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. CONFIDENTIAL – DO NOT DISTRIBUTE 10 Costly Keywords
  11. 11. Do your keywords have a high number of clicks and no conversions? • Pause them or keep them? • Conversion tracking? • Long buying cycle? • Sort by cost or clicks CONFIDENTIAL – DO NOT DISTRIBUTE 11
  12. 12. CONFIDENTIAL – DO NOT DISTRIBUTE 12 Under Performers
  13. 13. Quality Scores getting you down? • Low metrics… – Low CTR? – Match types? – Keyword research CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. Do your ads really matter? • A/B test ads • Determine a threshold of time CONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 15. When are your ads showing? CONFIDENTIAL – DO NOT DISTRIBUTE 15
  17. 17. Traffic to the site is only as good as what they can do when they get there. CONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Landing Pages • Traffic to the site is only as good as what they can do when they get there. • Destination URLs – Keyword or ad copy level • How are you tracking? • Hyper-relevancy • CRO CONFIDENTIAL – DO NOT DISTRIBUTE 18
  20. 20. Negative keywords are a strategy, and strategies change as you grow your business CONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Negative Keywords • Negatives aren’t permanent! – You can choose to remove a negative to test how certain themes of traffic perform – Make sure your previous strategy aligns with your current strategy & website • Embedded Negatives – It’s time consuming but necessary if you are using a multiple match type strategy CONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. Does your AdWords account paint an accurate picture of performance? CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. Conversions • Does a conversion in AdWords represent the most important and impactful step the consumer can take? – Sale – Lead Form – Phone Call • Are you using all the tools at your disposal? – Estimated cross device conversions – Converted clicks vs. conversions (Feb. 2014) – All and Unique conversions (Feb. 2014) CONFIDENTIAL – DO NOT DISTRIBUTE 23
  24. 24. CONFIDENTIAL – DO NOT DISTRIBUTE 24 Agency vs. Software Approach
  25. 25. WordStream Perspective • Software works a bit differently • Do it yourself attitude • Learn the account: – Structure – Keywords – Ads • Tools to help you manage CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. Agency Perspective • Tips on how to easily take over an account – Schedule a meeting with the individual who was actually managing the campaigns. – Dig into change history – Find out if their goals are based on breaking even or increasing an existing profit – Look for large holes in strategy that can be easily fixed • Ex: Geo modified ad copy targeted nationally. CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. Special Offers! Would you like… A. WordStream: Free demo of PPC Advisor (PPC mgmt software) B. Hanapin: Free one-on-one account assessment ($20k+ spend) C. Nothing at the moment CONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. CONFIDENTIAL – DO NOT DISTRIBUTE 28 Questions?
  29. 29. Thank you for attending! CONFIDENTIAL – DO NOT DISTRIBUTE 29 Don’t forget to sign up for a Free Trial of WordStream: Sign up for a Free Solutions Blueprint from Hanapin Marketing "After multiple negative agency experiences, the team at Hanapin stepped up to the plate and delivered the level of service and attention we had been looking for!" - Stephen Ebbett “GASP! My AdWords click through rate is up 486% on the same period last year – mainly because I’m using @WordStream !” -George Cole Lisa Wilkinson Hayley Cummings
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