A panel of PPC experts at LSA16 explored the most common local PPC mistakes repeatedly made. For more on the session visit: http://bit.ly/1TIFnGx

1. Ben Gibson
AdMax Local
Nate Young
Kenshoo
Marc Poirier
Acquisio
Brad Petersen
Matchcraft
AVOIDING PPC FAILS:
BEST PRACTICES & LESSONS LEARNED

2. Avoiding PPC #Fails – Best
Practices & Lessons Learned

3. • Poor education of sales reps
• Selling larger bundles advertisers who should buy smallest ones
• Selling techniques not outcomes (e.g., discussing ad copy or keywords)
• Not properly educating or providing clients with clear expectations
• Selling “impressions” and “clicks” -- clients want to hear how SEM
drives business, and want proof
Common PPC Mistakes: Sales

4. • Not providing sufficient service to small accounts because there's
not enough margin
• Not having sufficiently regular client contact to ensure
understanding of value received
• Inability to spot at-risk clients and improve campaigns before they
cancel
Common PPC Mistakes: Service

5. • Not able to track “real results” (concrete outcomes)
• Using people to build and manage campaigns: inherently
inefficient, drives poor results, costs too much
• Badly set up or targeted campaigns, poor choice of inventory
sources
Common PPC Mistakes: Campaigns