Setting up a high-performing AdWords campaign can seem like a start-and-stop affair, with roadblocks and obstacles at every turn. Hanapin Marketing's Senior Digital Advisor, Kayla Kurtz, is responsible for squeezing ROI from hundreds of thousands of dollars of budget each month. In her role, she has overcome the obstacles and heard the questions that stymie even the most determined online advertisers. She will share her plans, insights and workarounds to help search engine marketers obtain the results they work so hard for. Michael Stricker is SEMrush’s Marketing Director and will draw on his consulting experience to help define and diagnose issues according to the symptoms, and demonstrate helpful ways to gain insights using SEMrush. In this webinar you'll learn: Budget allocation – how much is too much? Too little? Or, just enough? Am I of local stature and relevance, or of national significance? Ad copy and CTR – Can competitive ad research help me get a leg up? When clicks drop – diagnosing the cause, be it competitors, keywords, prices/offers or our own copy? Declining Paid Ad search impression share – what is making us invisible? When CPC rises and budget exhausts – how to select keywords by CPC or competition level?

1. 5"Most"Common"PPC"Obstacles"
#thinkppc
&"How"to"Overcome"Them
&! HOSTED BY:!

2. #thinkppc
Presenters"
•
Michael Stricker
– Marketing Director at SEMrush
– @radioms
• Kayla Kurtz
– Senior Digital Advisor at Hanapin Marketing.
– @one800kayla"
"
"

3. #thinkppc
Join"the"conversa:on"
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

4. #thinkppc
Live"Poll"Ques:on"#1"
How$long$have$you$been$in$PPC?$
#thinkppc$
$
A. Less"than"1"year"
B. 1D3"years"
C. 3D5"years"
D. 5+"years"
$

5. #thinkppc
Live"Poll"Ques:on"#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."

6. #thinkppc
Budget"Alloca:on"
How much is too much? Too little?
Is there such a thing as ‘just right?’
Should we focus locally or nationally?

7. #thinkppc
Budget"Alloca:on"
Guess what?
It depends.

8. #thinkppc
Budget"Alloca:on"
! Is this budget predetermined by outside forces?
! Do you have ‘new’ budget or do you need to look at
non-productive channels?
! Have you tried PPC before? What was budget then?
! Do you NEED national targeting? Would regional or
local make better sense to start?
! Complete some keyword research and follow that with
some backwards math!

9. #thinkppc
Budget"Alloca:on"
Cars.com – A Car Too Far?
Finding Competitors from Overview

10. #thinkppc
Budget"Alloca:on"
Cars.com – A Car Too Far?
Finding Competitors’ Ad Spend, Keywords and Traffic by
looking them up in ‘Advertising Positions’

11. Budget"Alloca:on"
Cars.com – Traffic Price and Traffic
Comparing Competitors’ Ad Spend, Keywords and Traffic in
‘Charts’
#thinkppc

12. #thinkppc
Budget"Alloca:on"
Cars.com – Cost per Keyword
Exporting and Graphing in Excel:
Competitors Keywords and Traffic Cost
1,800,000"
1,600,000"
1,400,000"
1,200,000"
1,000,000"
800,000"
600,000"
400,000"
200,000"
0"
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Keywords"
Traffic"Cost"

13. #thinkppc
Budget"Alloca:on"
Cars.com – Cost per Traffic Unit
Exporting and Graphing in Excel:
Competitors Traffic and Traffic Cost
1,800,000"
1,600,000"
1,400,000"
1,200,000"
1,000,000"
800,000"
600,000"
400,000"
200,000"
0"
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Traffic"
Traffic"Cost"

14. #thinkppc
Budget"Alloca:on"
Cars.com – Cost/Keyword, Cost/Traffic
Exporting and Graphing in Excel:
Competitors Cost/Keyword and Cost/Unit of Traffic
$14.00""
$12.00""
$10.00""
$8.00""
$6.00""
$4.00""
$2.00""
$0.00""
Cars.com"" Edmunds.com"" AutoTrader.com""" CarGurus.com""" KBB.com""
Cost/Keyword"
Cost/Unit"of"Traffic""

15. #thinkppc
Budget"Alloca:on"
Quality Score Roulette
“Poor Quality Scores can lead to a tax of
up to 400% on your bid rates!”
~ Larry Kim, CTO of WordStream:

16. #thinkppc
Ad"Copy"&"CTR"
Can competitor ad research help me get a leg
up?

17. #thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence
• Crowdsourced big data = what works now
• Why experiment when we can learn from others?
• Save:
• Effort
• Time
• Budget
• Then, do it better
• Advance rapidly based on experience (of others)

18. #thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence
• Crowdsourced big data = what works now
• Why experiment when we can learn from others?
• Save:
• Effort
• Time
• Budget
• Then, do it better
• Advance rapidly based on experience (of others)

19. #thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence - Keywords
•

20. #thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence - Keywords
•
(X)$Common$=$ba@le$is$joined!$
(%)$Uniques:$yours$=$strengths,$theirs$=$weaknesses$
(+)$All$Keywords$(great$for$export$&$sort)$$
(N)$Unique$to$first$domain$(look$at$winners$and$upstarts)$$

21. #thinkppc
Ad"Compe::ve"Intelligence"
Competitive Intelligence - Keywords
•

22. Ad"Copy"&"CTR"
Competitive Intelligence – Ads History
Judge Competitors’ most successful Ads based on:
• Keywords contributing high proportion of their traffic
• Frequent, repetitious appearance of same Ad(s)
• High share of Impressions (Coverage %)
#thinkppc

23. #thinkppc
Ad"Copy"&"CTR"
Competitive Intelligence – Ad Copy
Steal concise, customer-centric ad copy:
• keywords
• motivational, emotional desire triggers
• unique selling points
• value propositions
• risk reducers
• killer offers

24. #thinkppc
Live"Poll"Ques:on"#3"
When$you$see$an$increase$in$compeQtor$tacQcs,$
how$do$they$typically$do$it?$
#thinkppc"
"
a) Bids"
b) Keywords"
c) Ad"copy/content"
d) Change"in"offer,"service"or"product"
e) Combina:on"of"all"the"above"
"

25. #thinkppc
Diagnosing"Performance"Drops"
Specific to clicks/traffic…
…how do you know where to look?

26. #thinkppc
Diagnosing"Performance"Drops"
Performance will
not
always be on
goal.

27. #thinkppc
Diagnosing"Performance"Drops"
! Be as proactive as possible to prevent.
! Benchmark & bookend current/anticipated
performance.
! Start peeling back the individual segment layers of
where the problem COULD lie…

28. #thinkppc
Diagnosing"Performance"Drops"
Every estimation of Traffic in SEMrush is based
on the best data available about CTR based on
position of Ads.

29. #thinkppc
Diagnosing"Performance"Drops"
Diagnosis:
Competitors?
Keywords?
Prices/offers?
Copy content?

30. #thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Competitors Impression Share

31. #thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Keywords

32. #thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Copy, Offers

33. #thinkppc
Diagnosing"Performance"Drops"
Diagnosis: Prices in NEW PLA Tool

34. #thinkppc
Tackling"Declining"Market"Share"
What’s making us invisible?

35. #thinkppc
Tackling"Declining"Market"Share"
! What’s actually changed – your bids or your position?
! Are Quality Scores declining or stagnant?
! Is this engine in question perhaps over saturated?

36. #thinkppc
Tackling"Declining"Market"Share"
Competitors

37. #thinkppc
Tackling"Declining"Market"Share"
• Impressions Share in Ads Copies
• Total Keywords for which your Ads appear
in first two pages of Google
• PLAs have a different rank formula –
check images, too

38. CPCs"increasing"&"out"of"budget…"
#thinkppc
…where can we contract to improve
profitability?

39. CPCs"increasing"&"out"of"budget…"
You can’t
simply keep
spending
MORE.
#thinkppc

40. CPCs"increasing"&"out"of"budget…"
#thinkppc
! Where are you losing money?
! Keywords to eliminate or double down on?
! Can those keywords be improved or would it matter?
! Consider funnel value on each keyword – closer to a
sale or more top of funnel?

41. Would$you$like$help$with$your$PPC$accounts$$
and$management?$I’m$interested$in:$
#thinkppc
Live"Poll"Ques:on"#4"
a.)"FREE"Account"Assessment"from"Hanapin""
" " "(for"accounts"spending"more"than"20K/mo)"
"
b.)"FREE"30Dday"Trial"SEMrush"Guru"""
"
c.)"No"Thanks"
"
d.)"Both"

42. CPCs"increasing"&"out"of"budget…"
#thinkppc
FREE 30-day Trial SEMrush Guru
http://bit.ly/Hanapin-Free-Trial

43. #thinkppc
Live"Q&A"Time!"

44. #thinkppc
Have"more"ques:ons?"
!!
Thank!you!for!a,ending!our!webinar!!#thinkppc!
""
• Contact"us"Directly:"
» Hanapin"Feedback:"marke:ng@hanapinmarke:ng.com"
"SEMrush"Feedback:"michael.stricker@semrush.com"
"