Top 10 Paid Search Marketing Mistakes


Published on - This presentation outlines the top 10 mistakes that marketers make in paid search campaigns. From poor budget management to not knowing when to quit, you'll learn how to avoid the most common mistakes.

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Top 10 Paid Search Marketing Mistakes

  1. 1. Top 10 Paid Search Marketing Mistakes Jon Lisbin – Principal Frank Coyle – President Jun 17, 2009
  2. 2. Webinar Logistics• Being recorded• Email with link will be sent out later this week• Ask question throughout
  3. 3. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $30 MM in managed media, 2008• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  4. 4. Top 10 Mistakes1. Poor budget management2. Too many zero conversion keywords3. Not testing ad copy4. Not attacking the Bounce Rate5. Failing to exploit the Sales Funnel6. Not using landing pages7. Incomplete conversion tracking8. Negatives and site exclusion9. Keyword mismanagement10. Not knowing when to quit
  5. 5. Poor Campaign Budget Management• Balancing the spend mix• Hitting budget limits early in day• Artificially constricting your budget
  6. 6. Zero Conversion Keywords• 80-95% conversions come from 5% of keywords• 10% of spend on zero converting KWs• Run Placement Keyword Report & download to excel• Sort by conversions• Look for KWs with zero conversions• Focus on 30-100 clicks or few clicks in last two months• Upload to Adwords Editor and pause
  7. 7. Not Testing Ads and Ad copy• Not watching competitions ads• Working in vacuum – Use AdgooRoo or SpyFu
  8. 8. Not Testing Ad Copy• Standing out from the pack
  9. 9. Not Testing Ads and Ad copy
  10. 10. Not Testing Ads and Ad copy
  11. 11. Not Testing Ads and Ad copy
  12. 12. Not Testing Ads and Ad copy• How to test ads – Element at a time to find out what’s improving, what’s a factor – Rotate ads evenly
  13. 13. Not Testing Ads and Ad copy• How to test ads Overuse of KW insert
  14. 14. Not Testing Ads and Ad copy• How to test ads Overuse of KW insert
  15. 15. Not Attacking the Bounce Rate• Separate PPC from Organic• Individual landing pages• Campaign• Keyword• Use the data to take action
  16. 16. Exploit the Sales Funnel86% drop off !!!80% drop off !!!
  17. 17. Not Using Landing Pages• Sending all traffic to one page (home page)• Not making LP a high enough priority• Viewing LP optimization as a “one off event”• Not Testing continuously• Great example: – cfm
  18. 18. Incomplete Conversion Tracking• Not tracking all the way to sale (Salesforce)• Treating all conversions as equal, not giving value to conversion
  19. 19. Negatives, Site Exclusion• Run a search query report to develop negatives• Google offers a lot of tools to help• New interface offers transparency
  20. 20. New Google Adwords UI Search Query Report
  21. 21. New Google Adwords UI Network Tab
  22. 22. Placement Performance Report
  23. 23. Keywords• Not using branded• Ego Bidding• Match types• Letting the long tail get the best of you – KWs run too long (long tail)• Not using competitors KWs – New Google trademark policy
  24. 24. Google’s New Trademark Policy• Permits use of the trademark in ad text: – Ads which use the term in a descriptive or generic way, and not in reference to the trademark owner or the goods or services corresponding to the trademark term. – Ads which use the trademark in a nominative manner to refer to the trademark or its owner, specifically: • Resale of the trademarked goods or services • Sale of components, replacement parts or compatible products corresponding to a trademark: • Informational sites
  25. 25. Not Knowing When to QuitBefore Quitting, Ask:• Standalone product or is there upsell/back end – OK to breakeven on PPC if profitable on back end• Are any KWs converting profitably?• Optimize LP for higher conversion rate?• Does lower position yield more profitable conversion?
  26. 26. Q&