In this WordStream webinar, our PPC Evangelist, Erin Sagin, will reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic. You'll leave with tips to turn your account from sinful to superb. You'll learn: -Why a solid account structure is so vital and how to make over yours to improve results -How to develop a strategy to choose the right match types & negatives to get you the best performance possible -Tactics to allocate your budget and bids across your account for efficient, yet effective spending

3. Logistics
• Recorded version will be distributed later this afternoon, be sure
to keep an eye out for an email from Erin Sagin
• Join the conversation on twitter
• @WordStream
• @ErinSagin
• #PPCSins
• Time for Q&A – don’t be shy!

4. Meet Erin Sagin
• PPC Evangelist at WordStream
• 5 Years in Paid Search
• Voted the 4th Most Influential
PPC Expert of 2016
• Sin most likely to commit:
gluttony

5. #1 Gluttony

7. Overstuffing Your Account = Dangerous

8. If Your Keywords Have More Than ? Keywords, They
Need Some Extra Love

9. Split Them Into More Granular Groupings

10. Most of those Keywords Aren’t Getting Any Impressions,
Anyway!

11. Delete the Junk!

12. #2 Greed

13. You Want It All!

14. You’re Abusing Broad Match

15. How Broad Match Really Works
In the words of Google:
Broad Match lets a keyword trigger
your ad to show when someone
searches for:
• that phrase
• similar phrases
• singular or plural forms
• misspellings
• synonyms
• stemmings (such as floor and
flooring)
• related searches
• other relevant variations.

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

17. Explore Different Match Types

18. Explore Different Match Types
Keyword Match Type Base Bid % Increase Max CPC
[chocolate cake] exact $1.00 30% $1.30
“chocolate cakes” phrase $1.00 20% $1.20
+chocolate +cake modified broad $1.00 10% $1.10
chocolate cake broad $1.00 0% $1.00
Higher Relevancy =
Higher Bid

19. #3 Wrath

21. You’re Not Blocking the Junk!

22. Consider Negative Settings – Impact Level
Account
Campaign
Ad Group
 Example: Do you sell tennis rackets, but
not for kids? Make keywords like “kids”
and “children” account-level negatives
 Example: In your “tennis rackets for
beginners” campaign, make “advanced” and
“intermediate” campaign-level negatives
 Example: In your “Wilson rackets for
beginners” ad group, make all other brands
ad group-level negatives

23. Use QueryStream to Identify and Set New Negatives

24. #4 Lust

26. Why Are We All So Laser Focused on the Top Spot?

27. Be Wary of Overbidding – It’s More Dangerous Than
You May Realize

28. You May Negatively Impact Your Quality Scores
A THREE?!
Are you
kidding me?!

29. The Higher the Position, the Higher the Expected CTR

30. High CTR is a the KEY Factor to a Good Quality Score

31. You Could Drive Your CPAs Sky High

32. You Could Even Instigate an Expensive Bidding War

34. Set Smart Initial Bids

35. Invest in a Bid Management Platform

36. #5 Sloth

37. Can You Answer Yes to ALL of These Statements?
 I hop into my PPC account 1x a week.
 I optimize my ads more than 1x a
quarter.
 I’ve added a negative keyword to my
account in the last 30 days.

39. In Reality…
× 99% of small business
advertisers do NOT!
× 53% of small business
advertisers only optimize 1x
per quarter!
× 43% of advertisers have
NOT added a negative
keyword in the past 30 days
 I hop into my PPC account
1x a week.
 I optimize my ads more
than 1x a quarter.
 I’ve added a negative
keyword to my account in
the last 30 days.

40. My Preferred Location

41. Running a PPC Account Is Like Going On a Diet

42. Aim to Complete Basic Optimizations 1X a Week

43. #6 Envy

44. We Sponsored a Party at MozCon a Few Nights Ago
Brief Interruption! If you or
your colleagues are here at
MozCon, come see us at our
booth!

45. Michelle Was In Search of a Kinkos

46. Michelle FOUND a UPS Store

48. Guess Where Michelle Went?

49. Protect Your Turf – Bid On Your Branded Terms

50. Sweeten the Deal With GIANT Text Ads

51. Sweeten the Deal With GIANT Text Ads

52. Spice It Up Even More With Extensions

53. #7 Pride

54. When You Assume, You Make An…

55. Just Because You’ve Improved, Doesn’t Mean You’re
Top Dog

56. Run A Grader Report to See How You Stack Up

57. www.
wordstream.com/
google-adwords

58. We’ve Graded Over 1 Million Accounts

59. $9
BILLION

60. Less Proud Than You Were A Few Minutes Ago?

61. DO Something About It!

62. Special Offers
1. FREE Live demo of the WordStream Advisor to learn how
to manage your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with AdWords Certified
Consultant
3. I don’t need help with my PPC

63. Q&A