3 PPC MISTAKES COSTING YOU MONEY
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This document discusses 3 common mistakes companies make with pay-per-click (PPC) advertising and how to correct them. The first mistake is using too many or irrelevant keywords without negative keywords. The second mistake is poorly written ad copy that misses keywords, overuses them, or lacks a call to action. The third mistake is failing to test ad variations through A/B testing to optimize performance. The document provides tips on writing good ads and keyword matching types, and emphasizes the importance of testing to improve ads over time.
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3 PPC MISTAKES COSTING YOU MONEY
- 1. 3 COMMON PPC MISTAKES COSTING YOU MONEY (AND HOW TO CORRECT THEM) Korena Keys KeyMedia Solutions @KorenaKeys @KeyMediaCEO
- 2. AGENDA • Introductions • Keywords • Text Ad Copy • Experimentation • Added Bonus
- 3. INTRODUCTION
- 4. INTRODUCTION Tell me about you
- 5. COMMON MISTAKE #1 Keywords Too many keywords or the wrong keywords Too broad of keywords No negative keywords
- 7. KEYWORD TYPES Broad Match Broad Match Modifier Phrase Match Exact Match Negative
- 8. KEYWORD TYPES Match Type The Keyword What It Means Ads Can Show In These Queries Broad Alaska Cruise Word or phrase plus variations; can appear in any order. • Alaska Cruise • Cruise in AK • Alaska Cruises Broad Modifier Alaska+Cruise Word or phrase with a close variant of the modified term (in any order). • Alaska Cruise • Cruise Alaska • Alaska Glacier Cruise Phase “Alaska Cruise” Word or phrase with close variation; can include additional words before and after. • Alaska Cruise • Alaskan Cruises • 10-Day Alaskan Cruise • Alaska Cruise Luxury Exact [Alaska Cruise] The word or phrase plus close variants. Cannot include additional words before or after. • Alaska Cruise • Alaskan Cruises Negative -Cheap -Jobs -Tom Ads cannot appear when this word or phrase is in the query. Cannot show for: • Cheap Alaska cruise • Alaskan Cruise Jobs
- 10. NEGATIVE KEYWORDS Wedding Cakes -Birthday Cakes -Wedding Dresses -German Chocolate Cake -Cake Recipes -Wedding Decorations -Coffee Cake
- 11. IDEAL ACCOUNT SET-UP Campaign Campaign Ad GroupAd GroupAd GroupAd Group
- 12. MISTAKE #2 Poorly Written Ad Copy Missing Keywords in Ad Copy Overuse of Keywords Missing Calls to Action
- 13. MISSING KEYWORDS IN THE AD COPY
- 14. OVERUSE OF KEYWORDS IN AD COPY
- 15. MISSING A CALL TO ACTION
- 16. WHAT MAKES A GOOD AD Details that Sell • Discover wildlife • Amenities • Offer/price point time Differentiation • Worlds only… • Free concierge • Awarded best service Call-To- Action • Buy now! • Get a free quote • Click to download • Learn more
- 17. GOOD AD EXAMPLE
- 18. GOOD AD EXAMPLE Actionable Headline Phone Number Call To Action Call Out Extensions Site Links
- 19. MISTAKE #3 Assuming it is right the first time.
- 20. A/B TESTING What to Test? Keywords Headline Body Text URL Link Mobile Ad Extensions
- 21. TEST OFFERS
- 22. A/B TESTING
- 23. A/B TESTING In a 2013 BING/Yahoo! Study on Travel Searches Found: Travel searchers are task orientated and search is specific to decisions already made (destination, dates, and activities). User intent varies based on the device they are using. PC users are more likely to click on an official page. Mobile users are more likely to click on a “book now” interface.
- 24. A/B TESTING Best Practice Only test one thing at a time so you can pinpoint what is affecting the success of Test your ad variations simultaneously to minimize time-based factors that might results. Test early and test often. Pay attention to the hard data you collect. Make sure you let your tests run for long enough to collect enough results to get results.
- 25. PRO TIP Dynamic Keyword Insertion
- 26. IN SUMMARY 1. Identify 15-20 relevant keywords/phrases per ad group. 2. Develop ads that help you stand out and include an action. 3. Test. Test. Test.
- 27. THANK YOU! Korena Keys | KeyMedia Solutions KeyMediaSolutions.com 605-215-5106 @KorenaKeys @KeyMediaCEO
Editor's Notes
- A little bout me…. But more important tell me about you.
- ninety-three percent of online experiences begin with a search engine. Currently using Paid Search? Do you manage your own campaigns? Have a staff member do it? Have an Agency or other company managing your campaigns?
- Keywords – If you aren’t following keyword best practices, then your ads might be showing up for a lot of irrelevant searches and also might result in misuse of valuable budget.
- A common mistake for SEM ads is bidding on too many keywords. If you have too many keywords, you are more than likely target a very broad audience. - Remove keywords that are not specific to your brand or products - If you can not remove, break down keyword list into separate ad groups to create more narrow targeting Best practice is to bid on 10-20 specific keywords.
- Too Broad of Keywords Broad match types include most variations for that specific keywords (misspellings, synonyms, related searches, and other variations) – this can be ideal for some campaigns but for most it will result in ad serves for a lot of irrelevant searches. A simple way to avoid this mistake is to utilize phrase match and exact match.
- Too Broad of Keywords Broad match types include most variations for that specific keywords (misspellings, synonyms, related searches, and other variations) – this can be ideal for some campaigns but for most it will result in ad serves for a lot of irrelevant searches. A simple way to avoid this mistake is to utilize phrase match and exact match. Too Broad of Keywords Search Conducted: “Wedding Cakes” All of these ads are bidding on the broad term Wedding Coffeehouse ad bidding on broad term Cakes
- No Negative Keywords Example: This wedding cake ad with no negative keywords would show up for these searches. When it really only would want to show up for the first one.
- How to avoid each mistake: Too many keywords: Target 10-20 relevant keywords Too broad of keywords: Utilize phrase and exact. Avoid the broad match keywords cake and wedding. Target keywords like +wedding +cakes, [wedding desserts], “unique wedding cakes” No negative keywords: Add birthday, dresses, shoes, decorations
- Including the keywords you’re bidding on in your copy helps to make searches more relevant to the ad. Just like including keywords in the copy of your ad, there is another technique you can also do; Dynamic Keyword Insertion. This feature allows you to customize an ad to a searcher’s search query. If the search query is an exact match with one of your keywords it will insert it into the ad.
- Bidding on the keywords that are in your copy helps to increase your position. But when you try to overstuff your ads with a keyword you’re bidding on decrease the quality of your ad.
- No CTA -If your ad doesn’t tell the viewer what action to take, then they will be much less likely to click through. An ad without a Call To Action is simply just an informational ad. -A CTA creates urgency which increases the chances the viewer will take action.
- Relevant to the keywords in the ad group Uses long-tail keywords Separates you from your competitors Includes a call to action Links to a relevant page within your website
- Good call to action, includes a phone number and site links, add credibility, and states what you will get.
- Testing out different ads, ad groups, and groups of keywords gives insight into which elements result in more web traffic. But many people do not set up multiple ads or ad groups. Testing will lead you which ads drive the most traffic and action, which then you can optimize accordingly.
- Testing out different ads, ad groups, and groups of keywords gives insight into which elements result in more web traffic. But many people do not set up multiple ads or ad groups. Testing will lead you which ads drive the most traffic and action, which then you can optimize accordingly.
- Example: Testing Headlines with different offers These ads could have call extension and test which ad receive more calls/clicks
- You need at least a few thousand impressions in order to get any kind of accurate data. Remember, with PPC, you’re only paying when people click, not for impressions.
- Dynamic Keyword Insertion: Match your ad to specific searches
- Paid search is a critical part of your marketing plan – after all 57% of liesur travelers and 64% of business travelers START their travel shopping on a search engine.