Erin Sagin, a PPC expert at Wordstream, shares 11 money-saving tactics for optimizing paid search campaigns. Key strategies include using negative keywords, pausing underperforming keywords, and implementing long-tail keywords for more qualified traffic. She emphasizes the importance of analyzing performance, restructuring ad groups, and utilizing remarketing to make the most of a PPC budget.

2. Meet Your Presenter – Erin Sagin
• PPC Evangelist at WordStream
• 5 Years of Paid Search
Expertise
• Recently Named the 4th Most
Influential PPC Expert of 2016
by PPC Hero
• Twitter Addict (check her out
@erinsagin!)
• Committed Couponer

3. This Is My Mom

10. When it comes
to AdWords,
saving money
isn’t quite as
easy…

12. 11 Tactics to Help You
Make the Most of Your
PPC Budget

13. Money Saving Tactic #1
Add Negative Keywords

14. Don’t Risk Showing for Queries from Unqualified
Searchers

15. No Click, No Problem? Not Quite…
Low CTR =
Low QS =
Higher CPCs

16. Even Worse, Pay For a Click

17. …That Results In No Conversion

18. Use Negative Keywords as Protective Mechanism

19. Money Saving Tactic #2
Pause Poorly Performing
Keywords

22. Identify Keywords With Sky-High CPAs or Zero
Conversions

23. Nix Keywords With Super-Low Search Volume

24. Money Saving Tactic #3
Stop Overbidding

25. Advertisers Are Far Too Obsessed With Being
#1

26. It’s Not Always Worth It

27. Google Expects Higher CTRs for Top Positions

28. The New SERP Offers More Opportunity

29. Money Saving Tactic #4
Change Keyword Match
Types

30. Are All of Your Keywords Set to Broad Match?

31. crab CAKES GERMAN Oktoberfest
extra DARK candy
bar
WEDDING gown

32. Explore More Restrictive Match Types

33. Money Saving Tactic #5
Add Long-Tail Keywords

34. They Bring Super-Qualified Searchers

36. Find AMAZING Long-Tails In Your Search Query
Data

37. Money Saving Tactic #6
Split Ad Groups

38. Big Ad Groups = Big Problem

39. If You Have Ad
Groups With 20+
Keywords, It’s Time
For An Account
Makeover

41. Restructure Your Account Based on Keyword
Themes

42. Money Saving Tactic #7
Declare Split Test
Winners

43. Running A/B Tests? Good For You!

44. A/B Tests Are Harmful If There’s No Winner

45. How Do You Know When to Make the Call?

46. Determine If Your Results Are Statistically Significant
http://www.cardinalpath.com/resources/tools/ppc-ad-testing-tool/

47. Money Saving Tactic #8
Clean Up Your Landing
Pages

50. Send Searchers to the *Right* Pages

51. Send Searchers to the *Right* Pages

52. Streamline Your Path to Conversion

53. Money Saving Tactic #9
Utilize Bid Modifiers

54. Your Searchers’ Behavior Changes Based On Their
Context

55. Segment by Location, Time of Day and
Device to Identify Trends

56. Promote Your Unicorns

57. Money Saving Tactic #10
Create a Remarketing
Campaign

58. It Stinks To Pay For Clicks That Don’t Convert

59. Fact: I’m Obsessed With Jeni’s Splendid Ice
Cream

60. More Important Fact:
Each Pint Is Amount 4X
What I WANT To Pay
For Ice Cream

61. On average,
81% of
people
abandon
shopping
carts before
making a
purchase.

62. Use Remarketing to Seal the Deal

63. Money Saving Tactic #11
Create a Branded
Campaign

64. Branded Keywords Are Notoriously Cheap

65. Plus, They Boost Your Quality Scores

66. Just Because There’re No
Magic Coupons Doesn’t
Mean You Can’t Do PPC
On a Budget!