Big corporations and sole proprietors have at least one thing in common: avoidable paid search spending mistakes. Find out how to avoid flushing PPC dollars down the toilet with this actionable, inventive presentation by Elizabeth Marsten. You’ll never save so much cash with so little effort. Learn More: http://services.portent.com/ppc-complete/

2. #PORTENTU

3. What is it all about?

4. (AND IT’S DRIVING ME CRAZY)
There’s a lot of money being
wasted in PPC…

5. Let’s stop the madness.

6. Just who am I?

7. Elizabeth Marsten
Senior Director of Search at Portent, Inc.
That’s Me!
I write about PPC. A lot.
I seem to have run out of room.

8. I work here. At Portent.

9. I’ve managed a lot of
accounts over the years –
Millions of dollars, literally.

10. Unfortunately, small, one-
person businesses and large
multi-nationals make a lot
of the same mistakes when
it comes to PPC.

11. And these kinds of
mistakes are the ones
no one likes to admit.

12. The secret shame kind.

13. So, here are the top 10
things I’ve seen repeatedly
in PPC accounts that only
do one thing…

17. Targeting the Search and Display
Networks together.
If you only
remember 1 out
of the 10 tips,
make it this.

19. Starting a new campaign on
Enhanced CPC Bidding right away
Wait until
you have
some
conversion
data first.
Then try.

21. Not setting any mobile bid modifiers
Ouch.

23. No negative keywords

25. Clicking on your own ads
How could you
miss, really?

26. Time Out.

27. Let’s take a break

30. As I was saying about
PPC…

32. Using broad match for all keywords
and on “head” (single word) terms too
Not even
if you
were
Tesla.

34. People IN my targeted location vs.
people search for/about
This is
the
default.

36. Ads set to “optimize for clicks” when
you have conversion tracking
You want
clicks or
conversions?

38. Targeting the
USA & Canada together
Unless of
course, you
ship to Canada,
eh?

40. Ignoring Google Search Partner
Network Performance
So…only 23%
is from
google.com?

41. PRO TIP
Half of these tips are
settings based.
You can go fix them
right NOW.

42. BING BONUS ROUND

44. Separating Search from Content
Network Performance

46. Separating Search from
Search Partner Network Performance

48. Over-layering Demographic &
Time of Day/Day of the Week Bids
= 40%

50. Knowing that Ad Group Settings
Trump Campaign Settings

52. New Ad Groups May Default to
All Locations Worldwide…

53. Questions?
#PORTENTU

54. http://bitly.com/bundles/ebkendo/5

55. PPC Complete
Paid search management that’s
hassle-free, completely portable and
built to last.
http://services.www.portent.com/ppc-complete
Paid search management that’s
hassle-free, completely portable
and built to last.

56. Thanks!
@ebkendo
elizabeth@portent.com
Lumi, Portent mascot