This document discusses 7 deadly sins that can negatively impact a pay-per-click (PPC) advertising account and provides tips on how to fix them. The sins covered are gluttony, greed, wrath, lust, sloth, envy, and pride. For each sin, the document explains how it hurts PPC performance and offers recommendations such as restructuring disorganized accounts, using negative keywords, avoiding overbidding, tracking conversions, and benchmarking accounts for improvement. Presenters Margot da Cunha and Erin Sagin provided the tips during a webinar on optimizing PPC accounts.
3. Join the conversation on Twitter
#PPCSins
@WordStream
@ChappyMargot
@ErinSagin
#ppcsins @ChappyMargot @ErinSagin
4. Meet Our Presenters
#ppcsins @ChappyMargot @ErinSagin
Margot da Cunha
PPC Content Marketer
Former windsurfing instructor
@ChappyMargot
Erin Sagin
PPC Evangelist
Former competitive piano
player
@ErinSagin
8. #ppcsins @ChappyMargot @ErinSagin
Do your ad groups have over 30 keywords?
Do you have a massive amount of ad groups and/or
campaigns?
Are you not sure why your account is structure
the way it is?
14. #ppcsins @ChappyMargot @ErinSagin
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.
20. #ppcsins @ChappyMargot @ErinSagin
First: Learn How Negatives Work
Negatives can be applied at different levels
• Account level negatives
Example: Do you sell tennis rackets, but not for kids? Make
keywords like “kids” and “children” account level negatives
• Campaign level negatives
Example: “Tennis rackets for beginners” campaign – make
“advanced” and “intermediate” campaign level negatives
• Ad group level negatives
Example: “Branded tennis rackets” campaign – for “Wilson
brand” ad group make the other brands ad group level
negatives
25. #ppcsins @ChappyMargot @ErinSagin
Set Smart Initial Bids
Use the Top of Page CPC and
Page #1 CPC details to establish
initial bids and tweak from there!
35. #ppcsins @ChappyMargot @ErinSagin
Analyze Your Search Query Report
*Pro-Tip: If you’re converting on a term that is NOT currently a
keyword, consider adding it to your account!
40. #ppcsins @ChappyMargot @ErinSagin
Make Your Ads Pop Using Extensions
Benefits:
• Provide additional
information
• Free!!
• Minimal
maintenance
• Cover more SERP
real estate
Up To 30%
More Clicks!
49. #ppcsins @ChappyMargot @ErinSagin
Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC