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10 ppc mythsbusted


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10 ppc mythsbusted

  1. 1. 10 PPC Myths Busted:PPC Myth Busters Presented By: Amanda West-Bookwalter
  2. 2. 1. Analytics Is Complicated To Use• Intimidation from a lack of use• Lots of data doesn’t always = hard to navigate• Myth Bustin’!; Custom Reports Live Demo
  3. 3. 2. Display Is Really Expensive• This myth only holds true if your account is totally killing goals and limited by budget without Display.• Click costs can be way lower than Search• Advanced targeting allows reaching out to a smaller, more qualified audience.
  4. 4. 3. Display is Terrible For Direct Response• Topics, ICM, Contextual, & Ad Type layering: Specific Reach – Select Topics & Interest Categories that are applicable – Make keyword theme lists around stages in the buying cycle
  5. 5. 3. Display is Terrible For Direct Response Campaign Puppy – Topics & Contextual Pets & Animals – Ad Groups Pets & Animals – Breeder Research Adoption – Image Research – Text Pets & Animals – Pets & Animals – Breeder ResearchPets & Animals – Puppy Research – – TextBreeder Research Image Pets & Animals –– Text Buy Stage– Image Pets & Animals – Pets & Animals – Adoption Breeder Research Pets & Animals – Research – Image – Image Buy Stage – Text
  6. 6. 3. Display is Terrible For Direct Response • Managed Placement Approach – Perfect for small budgets – Small, targeted audience – Possible research avenues: competitors, Google, and Google Ad Planner
  7. 7. 4. adCenter Isn’t Worth My Time• Lower CPCs from less competition• A different type of audience• Import feature in editor• Some features that are BETTER than Google’s (See Sam Owen’s “5 Ways adCenter Beats AdWords” Blog Post)• Client example!
  8. 8. 5. Broad Match Isn’t Worth Pursuing• Increase volume!! – Frequent search query reports – Negative embedding – Modified Broad• Client example!
  9. 9. 6. Quality Score Is All About CTR• Speech Bubbles!• Ad Relevance = tightly themed ad groups & keyword use in the ads• Landing Page Experience = fast load times, keywords on the page, low bounce rates• Campaign, Account, and Industry quality scores
  10. 10. 7. Tablet Performs Like Desktop• Different user behaviors, just like the difference between mobile and desktop. – Breaking out allows different bidding and budget control• Client Example!
  11. 11. 8. Tablet Performs Like Desktop
  12. 12. 9. Ads Should Always Be In The Top 3 • Use a pivot table, a la Sean Quadlin, to find your account’s optimal average position
  13. 13. 10. Remarketing Images & Display Images Should Follow The Same Best Practices• Change in targeting from stranger to the site to a previous visitor• Begin building (conscious or subconscious) brand recognition• Client Example!
  14. 14. Resources!• Sam Owen’s “5 Ways adCenter Beats AdWords”: beats-adwords/• Sean Quadlin’s “Find Your PPC Account’s Optimal Average Position With Pivot Tables!”: optimal-ad-position-with-pivot-tables/• The Ultimate Guide To Google AdWords Quality Score: quality-score/
  15. 15. Next Webinar! September 13th Sean Quadlin Hosts with Wordstream More Info TBA