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PPC Pain Points Webinar

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Certain PPC problems are easy to spot (Falling click-through-rate, low impressions, etc). Others are more like fault lines–subtle, yet indicative of potential future problems. …

Certain PPC problems are easy to spot (Falling click-through-rate, low impressions, etc). Others are more like fault lines–subtle, yet indicative of potential future problems.

Join Hanapin Marketing experts Cassie Oumedian and Kayla Kurtz as they discuss how toseek, find and fix common pain points.

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  • Kayla
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  • Kayla
  • Cassie
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  • Cassie - A ‘best’ average CPC or CTR is one that is improving.
  • Cassie
  • Kayla
  • Kayla – also in Bing (changed the way they work in that engine, and will now be more layered just like AdWords. Max CPCs can be higher.
  • Kayla – also in Bing (changed the way they work in that engine, and will now be more layered just like AdWords. Max CPCs can be higher.
  • Kayla
  • Cassie
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  • Cassie – there’s a difference between excluding a location (cutting down the cherry tree, if you will) and just not cherry picking it out to have it’s own modifiers, etc.
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  • Kayla - Test optimal positions, too!
  • Cassie
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  • Cassie
  • Cassie
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  • Kayla - Focus on one at a time, and whichever is most crucial, to dial in FIRST.
  • Kayla - Typically – find the volume, then refine CPL.
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Transcript

  • 1. #thinkppc PPC Pain Points How to find them and fix them. HOSTED BY:
  • 2. #thinkppc Presenters • Kayla Kurtz (aka: Sgt. Kurtz) – Paid Search Consultant @ Hanapin – Blogger at PPC Hero – @one800kayla • Cassie Oumedian (aka: Princess of Doom) – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @cass_oumedian
  • 3. #thinkppc PPC Pain Points Some PPC problems are easy to spot… …others are a bit more subtle, but indicative of bigger, future problems.
  • 4. #thinkppc Does Your Agency Know What They’re Doing?
  • 5. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  • 6. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  • 7. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  • 8. #thinkppc ①Competitor Analysis & Research You can’t just complete competitor research once – it’s a continually repeated process. There’s a new competitor every day in most verticals. THE PAIN
  • 9. #thinkppc Most new competitors aren’t ‘smart’ on day one & you shouldn’t copy them anyway! Online (read: free) tools make this much easier.
  • 10. #thinkppc ②Goal Setting THE PAIN Goal & KPI metrics aren’t the same across any market, or even any two brands in the same market. They can, will, and DO change…sometimes often.
  • 11. #thinkppc DO spend a lot of time choosing each move (or the first one). Don’t expect your goals NOT to move.
  • 12. #thinkppc ③Average CPC/CTR THE PAIN Everyone wants to know what the ‘best’ CPC or CTR is for their vertical/account. Is this a trick question?!
  • 13. #thinkppc
  • 14. #thinkppc CPC
  • 15. #thinkppc ④Bid Multipliers in ECs THE PAIN All bid multipliers & modifiers layer on top of one another. This can cause accidental mis-bidding, leading to a loss in position and conversions.
  • 16. #thinkppc Remove those auto- bidding options you have set up.
  • 17. #thinkppc Work the layers out on paper before you implement.
  • 18. #thinkppc Live Poll Question #3 What is your biggest hurdle when it comes to testing in your account (be it new locations, ad copy, networks/segments, etc.)? #thinkppc a) Budget. b) Control (need supervisor/client permission). c) Uncertainty on where to start. d) Not sure how to track tests and/or results.
  • 19. #thinkppc ⑤Geotargeting THE PAIN Allows you the ability to manipulate bids and budgets in specific areas based on individual performance… …which can also lead to cutting out geotargets long-term that are performing today.
  • 20. #thinkppc New EC settings make geotargeting a bit easier to manage.
  • 21. #thinkppc
  • 22. #thinkppc ⑥Ad Testing & Average Position THE PAIN It really never ends. Most people don’t do it right. Position 1 isn’t usually the most productive ad spot.
  • 23. #thinkppc Set up tests for the next few months NOW.
  • 24. #thinkppc Don’t you pull that ad test until it has statistical significance!
  • 25. #thinkppc ⑦Remarketing THE PAIN Not just Google anymore! Most of the time, it just comes off creepy.
  • 26. #thinkppc Start testing the next layer of remarketing engines.
  • 27. #thinkppc ⑦Remarketing Silo off remarketing audiences by where they dipped out of the conversion process – way less creepy. Frequency capping!
  • 28. #thinkppc ⑧Assisted & Lagging Conversions THE PAIN Most conversions don’t happen in one click, or from the same channel they originated from. Conversion tracking could be behind – so the conversions you had today could look different when you check them tomorrow.
  • 29. #thinkppc Reconcile keyword data w/Analytics Assisted Conversion reports Determine first vs. last click viability
  • 30. #thinkppc ⑧Assisted & Lagging Conversions Analyze & determine typical lag – then report data accordingly.
  • 31. #thinkppc ⑨ Relationship b/w CPL & Conv. Volume THE PAIN Generally speaking, reducing CPL and improving conversion volume at the same time is hard to come by. This doesn’t stop both of those objectives from coming up continuously and simultaneously in account management.
  • 32. #thinkppc Stop trying to do both at once!
  • 33. #thinkppc
  • 34. #thinkppc Live Poll Question #4 What’s more important to you and your account goals – CPL/A or lead volume? #thinkppc a) CPL/A. b) Lead volume. c) Both. d) Neither.
  • 35. #thinkppc ⑩Cross Channel Attribution THE PAIN Remember that thing we said before about leads not necessarily coming from the same source as their original click? PPC specifically tends to interact with many other channels, on a variety of levels.
  • 36. #thinkppc Multi. Channel. Funnels.
  • 37. #thinkppc Live Q&A Time!
  • 38. #thinkppc Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend).
  • 39. #thinkppc Have more questions? Thank you for attending PPC Pain Points webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com