Join WordStream as we examine the ins and outs of healthy paid Google and Facebook ad accounts. We'll review the common mistakes to avoid, do your account doesn't fall under the weather! You’ll also walk away knowing: - How to continually audit how your accounts are performing - How to increase quality score and visibility on the search page - Bidding strategies used by top performers & so much more! Check your PPC pulse with us, and explore the anatomy of the healthiest Google and Facebook campaigns our experts have seen to date.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
Checking Your PPC Pulse:
The Anatomy of a Healthy
Campaign on Google &
Facebook

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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I’m Kaitlyn!
● Customer Onboarding Specialist at
Wordstream
● Navigates new clients through their first
month at Wordstream so they can
instantly find success!
● Has three guinea pigs named Dwight,
Tipper, and Little Buddy
Kaitlyn Boehm

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I’m Conor!
● Content marketer at WordStream
● Blogs, whitepapers, webinars, videos
● Passions include the western half of
Massachusetts, southern hip-hop,
and books
Conor Bond

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How many keywords do you typically include in an ad group?
• A: 1-5
• B: 6-10
• C: 11-15
• D: 16+

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Google Ads (Kaitlyn) Facebook Ads (Conor)
Dissecting the anatomy of a healthy digital ad campaign
• Getting Back to Basics
• Google Account Structure Best
Practices
• Bids and Budgets
• And more!
• Selecting the right objective
• Setting targeting & placement
parameters that make sense
• Writing effective ad copy
• And more!

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The anatomy of a healthy
Google Ads campaign

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Getting Back to Basics

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Where should I begin?
● We need to ask ourselves these
fundamental questions:
○ Where are we serving our ads?
○ Who are we targeting?
○ When are the ads serving?
○ And How are we targeting?
● Finding the answer to these questions
are simple, and they start with the
settings of your account!

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The Where
• Have you been getting a lot of calls from areas that you don’t
service? It is time to look at your Location Targeting!
• Making your ads available to too large of a location area can cause
wasted spend
• On the other side, narrowing yourself to a small location targeting
can cause your account to loose traffic and limit the amount of
people who will see your ads
• Creating Location Bid Adjustments in your campaign can help you
bid higher/lower on areas of your choosing!

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Search Network Partners
Don’t stop your where investigation with location settings! Your ads
may also be showing on an area called the Search Network Partners.
These are websites that have partnered with Google to show your ads!
If you see that there are a high amount of impressions but very little
clicks, it may be time to look at the data these partner websites are
bringing in. You can opt of these sites in the Networks section in the
general Settings tab

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The Who
• Language Targeting
• Google will automatically default to “All Languages” whenever you create a
new campaign, so make sure you switch it to the language you want to
target!
• What language are my ads in? The keywords I’m bidding on? Landing page?
• Demographics
• Who is my target audience? Ages, Income, Gender - Go beyond locations
• Audiences
• Remarketing
• In-Market

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The When
Only take calls during business hours? It could
be time to set an Ad Schedule!
Important note: Google will serve the ads in
the timezone of the account! So make sure
you are adjusting this schedule to the location
you are targeting

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The How
The Bidding Strategy you have in place is crucial to your account
performance.
There are two different avenues to go down when selecting the
strategy: Automatic vs Manual

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Manual Strategies
Pros
✅ Complete control over
your keyword level bids
✅ Can adjust the bids of
your highest ROI keywords
to stay competitive
✅ You can take advantage
of demographic bid
adjustments!
Cons
🆇 Constantly have to
adjust Max CPC bids to stay
competitive
🆇 May take a longer time
to ramp up new campaigns
with data

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Automatic Strategies
Pros
✅ You don’t have to set
keyword level bids
✅ With enough conversion
data Google will try and
optimize performance over time
Cons
🆇 You hand over control to
Google and can’t adjust Max
CPC bids
🆇 Even small changes to
budget/structure can throw
account into a learning period
🆇 Google needs benchmark
data in order to perform
correctly! (15 Conversions in the
past 30 days)

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Google Ads Account
Structure

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Compare Your Account to a House
Just like a house, we need to structure
our account efficiently!
?

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Account Structure is Important!
This is where we implement the
settings!
We separate our ad groups
by theme!
Make sure your ads speak
to the keyword that you are
bidding on!

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Best Practices: The Golden Ratios
1. No more than
15-20
keywords per
ad group!
2. Three Ads
per ad group!
3. Maximum
7-10 ad groups
per campaign

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Bids and Budgets

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Where is My Money Going?
Having an evenly dispersed budget is one sign of a healthy campaign!
However, there are three elements to look out for to help manage your
spend!

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Keyword Cannabilizers
Do you notice that all of your spend is coming
from one keyword? You may have a keyword
that is trying to steal the spotlight from all of
your other equally important keywords! We
call these keyword cannabilizers, because
they will eat up all of the daily budget and
starve the other keywords around them!

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Max CPC Bids
Are you noticing that your keywords aren’t
spending or that your impression share % is low?
It could be time to look at your Max CPC bids that
you are setting!
If you are bidding too low on a manual strategy,
you aren’t giving your keywords a chance!
On the reverse side, if you are bidding too high
on a keyword your daily budget may get depleted
too quick!

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The Auction Insights Tab!

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Bids and Budgets
Your Max CPC bids and daily budget should always work in harmony
with each other! How to tell if they aren’t working well together:
1. Your daily budget is getting depleted due to one or two clicks!
2. Certain keywords aren’t performing at all or have low impression
share

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Bid to Budget Theory
You should have enough daily budget to get at least 10 clicks per day!
That way we can determine the conversion rate, or how many
conversions we can reasonably expect per day
And yes that does mean for those industries with a high CPC!

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The Correct Intent

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Are We Targeting the Right People?
We could be spending the money, but are we getting the right people
clicking? When you notice that you are getting people to your website
but no conversions are resulting, it may be time to assess your
keyword match types and your search results (aka the Querystream!)

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The Keyword Match Types
When used properly, each
keyword has its place in a
campaign! It all depends on
your goals.

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A Quick Note
A common mistake that I see is putting every single keyword on the
same match type. Although it could work in the short term, make sure
you adjust the match type based off of the Search Term Results (Or the
Querystream) so you can optimize your account further!

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A Click Isn’t Enough
We have the advantage of knowing exactly what someone typed in to
get to our landing page! Utilize the Search Term Results section in
Google to find out exactly what someone is searching for (and why
they spent money to come to you)
Or if you are a Wordstream client, utilize the Querystream and add
negatives/keywords right from the tool!

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A Final Tip...

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Don’t Get Overwhelmed!
If you notice that your account isn’t running as you would hope, take a
step back and look at it part by part. If your spend is coming from one
ad group, tackle the structure or match types. If you keep getting traffic
from locations you don’t service, check the settings. Your account is a
well-oiled machine that sometimes just needs some tuning up!

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The anatomy of a healthy
Facebook Ads campaign

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The campaign level

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It’s all about the objective

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Awareness campaigns (top of funnel)
● Reach relevant users
● Not aiming to drive conversions
or sales
● Grab users’ attention; make a
good first impression
● Communicate the value of
your business

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Consideration campaigns (middle of funnel)
● Reach users you’ve already
connected with
● Still not aiming to drive
conversions or sales
● Inspire users to take action in a
meaningful way
● Build audiences of engaged
users for retargeting

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Conversion campaigns (bottom of funnel)
● Reach users who’ve demonstrated clear
interest in your business
● Use audience pools built through
consideration campaigns
● Aim to drive conversions or sales
● Explicitly call users to action

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Tip for a healthier campaign:
Align your objective with the depth of the relationship between
your business and your target audience.

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The ad set level

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The core of your campaign

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Detailed audience targeting
● Awareness and consideration campaigns: Use targets to reach
users who may be interested in learning (more) about your business

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Custom & lookalike audience targeting
● Awareness campaigns: Use lookalikes of past customers to reach
highly relevant users
● Consideration and conversion campaigns: Use custom audiences
to drive meaningful actions (traffic, form fills, etc.) and sales

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Tip for a healthier campaign:
Never duplicate an audience across ad sets. Testing different
parameters will give you super valuable insights.

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Placement targeting
● Who you’re targeting determines where you’ll find the most success
● Men aged 18 to 25: Instagram feed and Stories
● Retired women: Facebook news feed

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Budgeting & scheduling
● Align charge basis with objective
○ Traffic: pay for clicks
○ Video views: pay for views
● Brick-and-mortars: don’t run
conversion ads outside of HOO
● Go with standard delivery
○ Accelerated wastes valuable
(low-cost) opportunities

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Tip for a healthier campaign:
Respect the learning phase. Let your ad set drive at least 50
conversions before making major edits.

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The ad level

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You don’t have to start from scratch ...

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… but you’ll often want to
● Ad format should align with objective and audience
● Targeting past site visitors with B2B ebook offer: Single Image or Video
● Targeting lookalikes with women’s apparel catalog: Carousel or Collection

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Writing ads that people don’t necessarily want to see
● Nobody goes on Facebook to look at ads
● BUT everyone appreciates a relevant ad
that speaks to their unique needs
● Facebook rewards advertisers who create
ads that deliver positive user experiences

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Tip for a healthier campaign:
Align your ad copy with your campaign objective. The higher in
the funnel your audience is, the less salesy you should be.

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The big Facebook advertising takeaway:
Keep everything aligned. Your objective, target audience,
placements, ad format, and copy should all be in sync.

58. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you!