Why Should You Be Listening To Us           Anyway?
Google’s Revenue Increased Last Quarter          32% to $9.03 Billion  Aggregate Paid Clicks Increased 18%    AdSense Part...
Who are the Keyword Search Pros?Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles)             Began in 2005 a...
Pitfall #1SEARCH QUERIES
Myth: If I am running broad match types for my keywords, Google only shows my adswhen someone types in exactly my keyword.
Look out for the following problems:                     (Tennis Shoes)Irrelevant Queries    Wrong Ad Group   General Quer...
Pitfall #2WRONG MATCH TYPES
95% of Adwords advertisers have 95%of their keywords under 1 match type.They are not using the optimal blend.Broad Match  ...
Broad Match for “Adidas Shoes” SQ                                                                                    “Phra...
Pitfall #3Network Distribution
Search Network                       Display Network•   Includes Google Search & Search   •   Any site that subscribes to ...
Pitfall #4Geographic Distribution
Percentage of Budget Spend ?              ?  ?      ?               ?              ?          ?                          ?
…..
Bonus #1Device Distribution
Device Networks      Desktop and LaptopMobile Device with Full Browsers  Tablets with Full Browsers
Necessary Management                         -Separate the Display and Search                         -Monitor Placements ...
Pitfall #5            Incorrect Ad TestingYour Ad Title HereProduct Features HereCompany Benefits Herewww.YourWebsite.com
Ways To Write Ads:            We Write ForRelevancy - Qualification – Attraction (+CTR)       (-CTR)         (+CTR)
Incorrect Ways To Write Ads:                  Adds without  Relevancy:       Qualification:     Attraction:   Low CTR     ...
Incorrect Ways To Test Ads:              (Basic Adgroup)Non-Testing   Testing Too Many   Testing Too Fast
Bonus #2Too Many Keywords, Ads, Adgroups
ActionableNon-Actionable                          High                         Volume                        KWs/Ads      ...
Pitfall #6Lost Impression Share
“Lost impression share reflects a portion of total page impressions you were eligible forthat were lost due to budget or r...
Where To FindImpression Share?(Lost Impression Share)
Pitfall #7No Conversion Cost Calibrations
Myth #1Lowering Conversion Cost is ALWAYS the best course of management.    Truth: Conversion Cost should be managed to ge...
As Cost per Conversion Increases, So Does Exposure.                                  Strategy: Decrease                   ...
If you don’t        have time  to work on your     PPC account, the way you thinkit should be done…       Hire Us!
Just Contact Your KSP Representative or…      Email: luciana@keywordsearchpros.comTo set up a live discussion with a Keywo...
7 ways advertisers lose
7 ways advertisers lose
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7 ways advertisers lose

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This is designed as an awareness tool for Adwords Advertisers who may or may not know where their accounts are problematic and where to find wasted ad spend.

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7 ways advertisers lose

  1. 1. Why Should You Be Listening To Us Anyway?
  2. 2. Google’s Revenue Increased Last Quarter 32% to $9.03 Billion Aggregate Paid Clicks Increased 18% AdSense Partner Sites Increased 20% to $2.48 Billion
  3. 3. Who are the Keyword Search Pros?Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles) Began in 2005 after the IPO of Google. Certified and Trained by Google & Microsoft (Yahoo! & BING). Speakers at Seattle’s SMX Advanced Conference. Partnered with Click Equations, Channel Intelligence, Acquisio, & Mongoose Metrics.
  4. 4. Pitfall #1SEARCH QUERIES
  5. 5. Myth: If I am running broad match types for my keywords, Google only shows my adswhen someone types in exactly my keyword.
  6. 6. Look out for the following problems: (Tennis Shoes)Irrelevant Queries Wrong Ad Group General Queries
  7. 7. Pitfall #2WRONG MATCH TYPES
  8. 8. 95% of Adwords advertisers have 95%of their keywords under 1 match type.They are not using the optimal blend.Broad Match “Phrase Match” [Exact Match]More Search Query Data Same dangers as broad and No Search Query DataMore Traffic Volume exact match but less severe. Less Traffic VolumeMore Possible Variations No Variations& Query Problems
  9. 9. Broad Match for “Adidas Shoes” SQ “Phrase Match” Exact Matchadidas shoes adidas trail running shoes white adidas shoes adidas track shoes adidas shoes canada Adidas Shoesadidas running shoes adidas bounce shoes custom adidas shoes adidas ladies golf shoes adidas shoes casualadidas golf shoes adidas adipure golf shoes womens adidas shoes adidas university shoes adidas shoes catalogadidas basketball shoes soccer shoes adidas tennis shoes adidas gazelle shoes adidas shoes cheapadidas soccer shoes adidas response shoes adidas running shoes adidas shoes clearance green adidas shoesadidas tennis shoes adidas martial arts shoes adidas shoes company adidas toddler shoesadidas wrestling shoes kids adidas shoes adidas shoes coupons adidas barricade shoesadidas star wars shoes adidas shoes for kids adidas shoes deals adidas new shoesadidas skate shoes adidas shoes on sale adidas shoes design basketball shoes adidasadidas shoe mens adidas shoes running shoes adidas adidas shoes europeadidas shoes for men adidas custom shoes adidas casual shoes adidas shoes for boysadidas indoor shoes adidas golf shoes 360 adidas football shoes adidas shoes for girlscheap adidas shoes adidas tour 360 golf shoes adidas turf soccer shoes adidas shoes for kidsnew adidas shoes adidas classic shoes adidas sport shoes adidas shoes for menadidas goodyear shoes adidas 360 golf shoes tennis shoes adidas adidas shoes for men on saleadidas running shoe adidas golf shoe ladies adidas golf shoes adidas shoes for saleadidas boxing shoes adidas baseball shoes customize adidas adidas shoes for tennisadidas weightlifting shoes adidas turf shoes adidas shoes for womenstar wars adidas shoes adidas women shoes shoes adidas shoes free shippingadidas kids shoes adidas canvas shoes adidas bounce shoes adidas shoes goodyearadidas volleyball shoes adidas training shoes adidas supernova shoes adidas shoes historyadidas cycling shoes adidas combat speed mens adidas golf shoes adidas shoes in indiaadidas superstar shoes wrestling shoes adidas cross training shoesadidas skateboarding adidas infant shoes adidas adistar weightliftingshoes adidas adidas climacool shoes shoesadidas shoes for women adidas junior golf shoes adidas powerband shoesadidas shoes cheap adidas men shoes adidas shoe size chartadidas samba shoes adidas pro model basketball toddler adidas shoesadidas adistar shoes shoes adidas shoe bag
  10. 10. Pitfall #3Network Distribution
  11. 11. Search Network Display Network• Includes Google Search & Search • Any site that subscribes to Google Partners. AdSense. • Typically Not search-based websites. • Lower CTRs. • Can take away needed budget from better performing Search campaign dollars.
  12. 12. Pitfall #4Geographic Distribution
  13. 13. Percentage of Budget Spend ? ? ? ? ? ? ? ?
  14. 14. …..
  15. 15. Bonus #1Device Distribution
  16. 16. Device Networks Desktop and LaptopMobile Device with Full Browsers Tablets with Full Browsers
  17. 17. Necessary Management -Separate the Display and Search -Monitor Placements -Excluding Placements. Mobile Display “Android Now MobileActivating 550,000 Per Display Day with over 200,000 apps.” Search
  18. 18. Pitfall #5 Incorrect Ad TestingYour Ad Title HereProduct Features HereCompany Benefits Herewww.YourWebsite.com
  19. 19. Ways To Write Ads: We Write ForRelevancy - Qualification – Attraction (+CTR) (-CTR) (+CTR)
  20. 20. Incorrect Ways To Write Ads: Adds without Relevancy: Qualification: Attraction: Low CTR High Bounce Low CTR Low QS High Cost/Conv. Low QS High CPC Wasted Spend High CPCHigh Cost/Conv. High Cost/Conv.
  21. 21. Incorrect Ways To Test Ads: (Basic Adgroup)Non-Testing Testing Too Many Testing Too Fast
  22. 22. Bonus #2Too Many Keywords, Ads, Adgroups
  23. 23. ActionableNon-Actionable High Volume KWs/Ads Low Volume Keywords/Ads
  24. 24. Pitfall #6Lost Impression Share
  25. 25. “Lost impression share reflects a portion of total page impressions you were eligible forthat were lost due to budget or rank reasons.” Portion of Traffic Missing (Lost Impression Share) Portion of All Potential Traffic Portion of Traffic Received
  26. 26. Where To FindImpression Share?(Lost Impression Share)
  27. 27. Pitfall #7No Conversion Cost Calibrations
  28. 28. Myth #1Lowering Conversion Cost is ALWAYS the best course of management. Truth: Conversion Cost should be managed to generate the highest amount of net sales profit.Example: It is better to get more net sales profit at a higher conversion cost than to get less net sales profit at a lower conversion cost.
  29. 29. As Cost per Conversion Increases, So Does Exposure. Strategy: Decrease Cost/Conv. “Sweet Spot” Cost/Conv.=$25 Sales=40@$50Strategy: Increase Cost/Conv.=$20 CGS=$800Cost/Conv. Sales=30@$50 Profit=$200 CGS=$600 Cost/Conv.=$10 Profit=$300 Sales=10@$50 CGS=$200 *Cost of Goods is $20 per sale. Profit=$200
  30. 30. If you don’t have time to work on your PPC account, the way you thinkit should be done… Hire Us!
  31. 31. Just Contact Your KSP Representative or… Email: luciana@keywordsearchpros.comTo set up a live discussion with a Keyword Search Pro. Call 888-816-0726 or 818-907-8400 www.KeywordSearchPros.com http://twitter.com/#!/searchpros

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