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#thinkppc
PPC Pain Points
How to find them and fix them.
HOSTED BY:
#thinkppc
Presenters
• Kayla Kurtz (aka: Sgt. Kurtz)
– Paid Search Consultant @ Hanapin
– Blogger at PPC Hero
– @one800kay...
#thinkppc
PPC Pain Points
Some PPC problems are easy to spot…
…others are a bit more subtle, but
indicative of bigger, fut...
#thinkppc
Does Your Agency Know What They’re Doing?
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box ...
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. ...
#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team ...
#thinkppc
①Competitor Analysis & Research
You can’t just complete competitor
research once – it’s a continually repeated
p...
#thinkppc
Most new competitors aren’t
‘smart’ on day one & you
shouldn’t copy them anyway!
Online (read: free) tools make ...
#thinkppc
②Goal Setting
THE PAIN
Goal & KPI metrics aren’t the same across
any market, or even any two brands in the
same ...
#thinkppc
DO spend a lot of time choosing each move (or the first one).
Don’t expect your goals NOT to move.
#thinkppc
③Average CPC/CTR
THE PAIN
Everyone wants to know what the ‘best’
CPC or CTR is for their vertical/account.
Is th...
#thinkppc
#thinkppc
CPC
#thinkppc
④Bid Multipliers in ECs
THE PAIN
All bid multipliers & modifiers layer on
top of one another.
This can cause acc...
#thinkppc
Remove those auto-
bidding options you
have set up.
#thinkppc
Work the layers out on paper before you
implement.
#thinkppc
Live Poll Question #3
What is your biggest hurdle when it comes to testing
in your account (be it new locations,...
#thinkppc
⑤Geotargeting
THE PAIN
Allows you the ability to manipulate bids
and budgets in specific areas based on
individu...
#thinkppc
New EC settings make
geotargeting a bit easier to
manage.
#thinkppc
#thinkppc
⑥Ad Testing & Average Position
THE PAIN
It really never ends.
Most people don’t do it right.
Position 1 isn’t us...
#thinkppc
Set up tests for the next few months NOW.
#thinkppc
Don’t you pull that
ad test until it has
statistical
significance!
#thinkppc
⑦Remarketing
THE PAIN
Not just Google anymore!
Most of the time, it just comes off creepy.
#thinkppc
Start testing the next layer of remarketing engines.
#thinkppc
⑦Remarketing Silo off
remarketing
audiences by
where they dipped
out of the
conversion process
– way less creepy...
#thinkppc
⑧Assisted & Lagging Conversions
THE PAIN
Most conversions don’t happen in one
click, or from the same channel th...
#thinkppc
Reconcile keyword data w/Analytics
Assisted Conversion reports
Determine first vs. last click viability
#thinkppc
⑧Assisted & Lagging Conversions
Analyze & determine typical lag – then report data accordingly.
#thinkppc
⑨ Relationship b/w CPL & Conv. Volume
THE PAIN
Generally speaking, reducing CPL and
improving conversion volume ...
#thinkppc
Stop trying to do both at once!
#thinkppc
#thinkppc
Live Poll Question #4
What’s more important to you and your account
goals – CPL/A or lead volume?
#thinkppc
a) C...
#thinkppc
⑩Cross Channel Attribution
THE PAIN
Remember that thing we said before
about leads not necessarily coming from
t...
#thinkppc
Multi.
Channel.
Funnels.
#thinkppc
Live Q&A Time!
#thinkppc
Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We ha...
#thinkppc
Have more questions?
Thank you for attending PPC Pain Points webinar! #thinkppc
• Get a free Solutions Blueprint...
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PPC Pain Points Webinar

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Certain PPC problems are easy to spot (Falling click-through-rate, low impressions, etc). Others are more like fault lines–subtle, yet indicative of potential future problems.

Join Hanapin Marketing experts Cassie Oumedian and Kayla Kurtz as they discuss how toseek, find and fix common pain points.

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PPC Pain Points Webinar

  1. 1. #thinkppc PPC Pain Points How to find them and fix them. HOSTED BY:
  2. 2. #thinkppc Presenters • Kayla Kurtz (aka: Sgt. Kurtz) – Paid Search Consultant @ Hanapin – Blogger at PPC Hero – @one800kayla • Cassie Oumedian (aka: Princess of Doom) – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @cass_oumedian
  3. 3. #thinkppc PPC Pain Points Some PPC problems are easy to spot… …others are a bit more subtle, but indicative of bigger, future problems.
  4. 4. #thinkppc Does Your Agency Know What They’re Doing?
  5. 5. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  6. 6. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  7. 7. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  8. 8. #thinkppc ①Competitor Analysis & Research You can’t just complete competitor research once – it’s a continually repeated process. There’s a new competitor every day in most verticals. THE PAIN
  9. 9. #thinkppc Most new competitors aren’t ‘smart’ on day one & you shouldn’t copy them anyway! Online (read: free) tools make this much easier.
  10. 10. #thinkppc ②Goal Setting THE PAIN Goal & KPI metrics aren’t the same across any market, or even any two brands in the same market. They can, will, and DO change…sometimes often.
  11. 11. #thinkppc DO spend a lot of time choosing each move (or the first one). Don’t expect your goals NOT to move.
  12. 12. #thinkppc ③Average CPC/CTR THE PAIN Everyone wants to know what the ‘best’ CPC or CTR is for their vertical/account. Is this a trick question?!
  13. 13. #thinkppc
  14. 14. #thinkppc CPC
  15. 15. #thinkppc ④Bid Multipliers in ECs THE PAIN All bid multipliers & modifiers layer on top of one another. This can cause accidental mis-bidding, leading to a loss in position and conversions.
  16. 16. #thinkppc Remove those auto- bidding options you have set up.
  17. 17. #thinkppc Work the layers out on paper before you implement.
  18. 18. #thinkppc Live Poll Question #3 What is your biggest hurdle when it comes to testing in your account (be it new locations, ad copy, networks/segments, etc.)? #thinkppc a) Budget. b) Control (need supervisor/client permission). c) Uncertainty on where to start. d) Not sure how to track tests and/or results.
  19. 19. #thinkppc ⑤Geotargeting THE PAIN Allows you the ability to manipulate bids and budgets in specific areas based on individual performance… …which can also lead to cutting out geotargets long-term that are performing today.
  20. 20. #thinkppc New EC settings make geotargeting a bit easier to manage.
  21. 21. #thinkppc
  22. 22. #thinkppc ⑥Ad Testing & Average Position THE PAIN It really never ends. Most people don’t do it right. Position 1 isn’t usually the most productive ad spot.
  23. 23. #thinkppc Set up tests for the next few months NOW.
  24. 24. #thinkppc Don’t you pull that ad test until it has statistical significance!
  25. 25. #thinkppc ⑦Remarketing THE PAIN Not just Google anymore! Most of the time, it just comes off creepy.
  26. 26. #thinkppc Start testing the next layer of remarketing engines.
  27. 27. #thinkppc ⑦Remarketing Silo off remarketing audiences by where they dipped out of the conversion process – way less creepy. Frequency capping!
  28. 28. #thinkppc ⑧Assisted & Lagging Conversions THE PAIN Most conversions don’t happen in one click, or from the same channel they originated from. Conversion tracking could be behind – so the conversions you had today could look different when you check them tomorrow.
  29. 29. #thinkppc Reconcile keyword data w/Analytics Assisted Conversion reports Determine first vs. last click viability
  30. 30. #thinkppc ⑧Assisted & Lagging Conversions Analyze & determine typical lag – then report data accordingly.
  31. 31. #thinkppc ⑨ Relationship b/w CPL & Conv. Volume THE PAIN Generally speaking, reducing CPL and improving conversion volume at the same time is hard to come by. This doesn’t stop both of those objectives from coming up continuously and simultaneously in account management.
  32. 32. #thinkppc Stop trying to do both at once!
  33. 33. #thinkppc
  34. 34. #thinkppc Live Poll Question #4 What’s more important to you and your account goals – CPL/A or lead volume? #thinkppc a) CPL/A. b) Lead volume. c) Both. d) Neither.
  35. 35. #thinkppc ⑩Cross Channel Attribution THE PAIN Remember that thing we said before about leads not necessarily coming from the same source as their original click? PPC specifically tends to interact with many other channels, on a variety of levels.
  36. 36. #thinkppc Multi. Channel. Funnels.
  37. 37. #thinkppc Live Q&A Time!
  38. 38. #thinkppc Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend).
  39. 39. #thinkppc Have more questions? Thank you for attending PPC Pain Points webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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