Top 5 Mistakes Made by Beginner PPC Managers
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Top 5 Mistakes Made by Beginner PPC Managers

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Miles Olson gave this presentation at the Affiliate Summit Austin Meetup in October 2011....

Miles Olson gave this presentation at the Affiliate Summit Austin Meetup in October 2011.

Miles Olson is the founder and president of Hoot Interactive, an online marketing agency specializing in Pay-Per-Click advertising on the Google and MSN networks. His team has been responsible for the management of over one hundred national and international campaigns for brands such as Time Warner Cable, St. Jude Medical, and Office Max Canada. His experience covers the full range of PPC media, including search, display, video, mobile, and CPM TV advertising.

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Top 5 Mistakes Made by Beginner PPC Managers Top 5 Mistakes Made by Beginner PPC Managers Presentation Transcript

  • Top 5 PPC Mistakes Made by Beginners1. No Conversion Tracking2. Bad Campaign Settings3. Poor Keyword Grouping4. Poor Budget Management5. Never Looking at Search Queries
  • Mistake #1 No Conversion TrackingAdWords Clicks Your Website
  • Mistake #2 Bad Campaign Settings• Geo-Targeting – US & Canada is default• Networks – All Networks is default• Devices – All Devices is default
  • Mistake #3 Poor Keyword Grouping AdWords Account Unique email address & password Billing information Campaign Campaign Daily budget Daily budget Location/language targeting Location/language targeting Distribution preference Distribution preference End date End dateAd Group Ad Group Ad Group Ad Group Ad Group Ad Group Keywords Keywords Keywords Keywords Keywords Keywords Ads Ads Ads Ads Ads Ads
  • Mistake #3 Poor Keyword Grouping AdWords Account “Furniture” Campaign Furniture Ad Group The Best Furniture Great Selection, Made in USA Free Shipping, 5 Year Warranty. PlantationDesign.comleather sectional leather loveseat leather chairrugs patio furniture leather sofadining room table table lamp coffee tablekitchen table floor lamp end tablebrass bed kids furniture lampleather headboard living room furniture ottomandresser bedroom furniture dining room tableleather couch desk media console
  • Mistake #3Poor Keyword Grouping
  • Mistake #4 Poor Budget Management• Account Budget vs. Campaign Budget Caps• Do you hit your budget caps most days? If Yes, lower your bids! You’re paying too much!• Did you divide Account budget equally among campaigns? Spend more budget on campaigns with better ROI.
  • Mistake #5 Search Query ReportsBidding on the keyword: CalendarsGoogle’s Search Query Report: Calendars Cute kitten calendars Pregnancy calendars Desktop calendars 2012 wall calendars School closure calendars Day planner calendars Calendar software
  • Search Query ReportsBidding on the keyword: CalendarsGoogle’s Search Query Report: Calendars Cute kitten calendars – Add as phrase match Pregnancy calendars – Make “pregnancy” negative Desktop calendars – Add as phrase match 2012 wall calendars – Add as phrase match School closure calendars – Make “school” negative Day planner calendars – Create new Day Planner ad group Calendar software – Make “software” negative
  • Q&A