Leave Your Competition in the Dust By Avoiding (Very) Common AdWords Pitfalls [DCBKK2015]
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In this talk, I focus on fixing these common AdWords Mistakes 1. Low Quality Scores 2. Low Exact Match Impression Share & Weak Negative Keyword Optimization 3. PPC Without a Sales Funnel 4. Not using RLSA 5. Not Bidding on your own Brand 6. Not using automated rules 7. Not being active and optimizing regularly
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Leave Your Competition in the Dust By Avoiding (Very) Common AdWords Pitfalls [DCBKK2015]
- 1. WITH how to leave your competition in the dust by avoiding common ppc pitfalls
- 3. DCBKK 2015 Focusing on 3 things 1 2 3
- 4. DCBKK 2015 1. More targeted, cheaper traffic
- 5. DCBKK 2015 2. Increase conversions from the traffic you already have
- 6. DCBKK 2015 3. the things we do to make our clients millions of dollars
- 7. DCBKK 2015 I will audit 175 accounts
- 8. DCBKK 2015 It’s super fast
- 9. DCBKK 2015 About me Michael Erickson Facchin
- 10. DCBKK 2015 About OUR FOCUS IS ON PAID TRAFFIC • ADWORDS • FACEBOOK ADS • BINGADS • AMAZON ADS • Anything with “Ads” at the end of it
- 11. DCBKK 2015 we are on course to manage 1mil/month in ad spend 0 200000 400000 600000 800000 1000000 1200000 2013 2014 2015 2016 Managed Monthly Spend Managed Monthly Spend
- 12. DCBKK 2015 What I thought Marketing was
- 13. DCBKK 2015 Ppc is a game where you can beat your opponents
- 14. DCBKK 2015 If you are in this room YOU HAVE COMPETITION YOU NEED MORE TRAFFIC AT A LOWER COST YOU NEED MORE CONVERSIONS FROM THAT TRAFFIC
- 16. DCBKK 2015 The game we’re talking about today AdWords Facebook Ads
- 17. DCBKK 2015 of commercial google clicks go to adwords 65%
- 18. DCBKK 2015 Facebook ad clicks are up 70% yearly
- 19. DCBKK 2015 Money down the toilet #1: low quality scores
- 20. DCBKK 2015 SEO vs Adwords
- 21. DCBKK 2015 SEO
- 22. DCBKK 2015 The adwords team is your friend
- 23. DCBKK 2015 96% of google’s $ comes from ads
- 24. DCBKK 2015 They reward helpful advertisers
- 25. DCBKK 2015 High Quality score is your reward
- 26. DCBKK 2015 Quality score impacts your ad rank
- 27. DCBKK 2015 You don’t need to bid the most to appear 1st
- 28. DCBKK 2015 Quality score impacts your CPC
- 29. DCBKK 2015 Crush your competition
- 30. DCBKK 2015 Get cheaper clicks. Get cheaper conversions.
- 31. DCBKK 2015 So how do we increase our quality score?
- 32. DCBKK 2015 How quality score is made
- 33. DCBKK 2015 Good News LANDING PAGE RELEVANCY IS PASS FAIL or
- 34. DCBKK 2015 Google will tell you to increase LP relevance
- 35. DCBKK 2015 The next thing ..is keyword relevancy
- 36. DCBKK 2015 KEEP IT AT 10-‐15 KEYWORDS PER AD GROUP Want a quick way to achieve KW relevancy?
- 37. DCBKK 2015 What happens when you break this rule?
- 38. DCBKK 2015 Click through rate -> Relevant to users
- 39. DCBKK 2015 A typical Trend 0 1 2 3 4 5 6 7 8 9 10 Day 1 Day 7 Day 14 Day 21 Day 28 CTR QS CPC
- 40. DCBKK 2015 A REAL EXAMPLE
- 41. DCBKK 2015 HOW DO YOU DOUBLE YOUR CTR? Double your ctr
- 42. DCBKK 2015 Be unique
- 43. DCBKK 2015 Not the answer
- 44. DCBKK 2015 Write better ads
- 46. DCBKK 2015 Take some Tme to think about what you need to do to connect to your audience. “use emotion” That’s it?
- 47. DCBKK 2015 who has the higher ctr?
- 48. DCBKK 2015 3% vs 8% CTR (yes, really!)
- 49. DCBKK 2015 Who wins here?
- 50. DCBKK 2015 ‘Convenient’ wins: 276% higher ad ctr
- 51. DCBKK 2015 Putting it all together
- 52. DCBKK 2015 Quality score Higher than 7? Move to next step. Quality score below 4? Delete everything below 4. Put Ad Groups of 10 keywords Double your CTR
- 53. DCBKK 2015 Call your team Make sure your top 10 keywords have Quality Score 7 or up. If not, double the CTR with real ad copy tesTng Do it 2-‐5x/mo
- 54. DCBKK 2015 Money down the drain 2: wasting money on irrelevant terms
- 55. DCBKK 2015 Something surprising in adwords
- 56. DCBKK 2015 Keywords you bid on what you appear for ≠
- 57. DCBKK 2015 Different words!
- 58. DCBKK 2015 what you bid on KEYWORD
- 59. DCBKK 2015 What you appear for SEARCH QUERY
- 60. DCBKK 2015 Google tells you how often this matches up HOW OFTEN YOUR KEYWORDS MATCH YOUR QUERIES.
- 61. DCBKK 2015 Search exact match impression share
- 62. DCBKK 2015 A high exact match impression share MEANS YOU HAVE REALLY GOOD KEYWORD CONTROL OVER 80%?
- 63. DCBKK 2015 A low exact match impression share MEANS YOU HAVE REALLY BAD KEYWORD CONTROL AND ARE SHOWING UP FOR RANDOM THINGS UNDER 70%?
- 64. DCBKK 2015 1 month: A 20k Real example found in 30 seconds
- 65. DCBKK 2015
- 66. DCBKK 2015 Spend 2k on “rubber bracelets”
- 67. DCBKK 2015 Other things they did… $508 ON NIKE-‐RELATED WORDS $170 ON “CANADA” RELATED WORDS $85 ON ‘WWJD RUBBER BRACELETS’
- 68. DCBKK 2015
- 69. DCBKK 2015 Use negative keywords
- 70. DCBKK 2015 Use A LOT of negative keywords
- 72. DCBKK 2015 Block irrelevant & unprofitable terms THIS SAVES YOU MONEY
- 73. DCBKK 2015 -“Negative Phrase” BLOCKS EVERY PHRASE THAT HAS THE NEGATIVE KEYWORDS INSIDE… -‐“nike” WOULD BLOCK: ANYTHING THAT MENTIONS NIKE
- 74. DCBKK 2015 Pay attention WHEN YOU DO KW RESEARCH
- 75. DCBKK 2015 Call your team. Tell them to check the exact match impression share. Add negatives.
- 76. DCBKK 2015 Money pit 3: your ppc doesn’t have a sales funnel
- 77. DCBKK 2015 Query: ‘how to do ppc’
- 78. DCBKK 2015
- 79. DCBKK 2015 My search query was not commercial BUT THEY TRIED TO SELL ME SOMETHING ANYWAY
- 80. DCBKK 2015 9 dollars a click!
- 81. DCBKK 2015 Don’t ask for the sale too soon
- 82. DCBKK 2015 Most people think the sales funnel looks like this when it comes to ppc BUY
- 83. DCBKK 2015 AWARENESS INTEREST LEARN SHOPPING BUY Most PPC Assumes Everyone is Ready to Buy
- 84. DCBKK 2015 Create positive associations DON’T ASK PEOPLE TO BUY IF THEY HAVEN’T GIVEN YOU A SIGNAL THAT THEY’RE INTERESTED
- 85. DCBKK 2015 Call your team Do you have a sales funnel? Does your PPC match up with your sales funnel? Do you have a High Bounce & Low Conversion Rate
- 86. DCBKK 2015 Money furnace 4: not using this powerful retargeting strategy
- 87. DCBKK 2015 No one denies retargeting is huge AN AVERAGE WEBSITE HAS A 2% CONVERSION RATE RETARGETING IS YOUR CHANCE TO BRING BACK THE 98%
- 88. DCBKK 2015 1 time visit Returning vs. Your conversion rate is probably 50% higher for returning visitors
- 89. DCBKK 2015 So what’s the best place to retarget? Display? Facebook? AdRoll?
- 90. DCBKK 2015 How about google.com?
- 91. DCBKK 2015 What if I told you.. Serve Special Ads to People Who Visited Your Site? AND YOU COULD DO THIS IN 30 SECONDS [NO JOKE]
- 92. DCBKK 2015 RLSA REMARKETING LISTS FOR SEARCH ADS
- 93. DCBKK 2015 Search traffic converts really high Search retargeting converts even higher
- 94. DCBKK 2015 rlsa has MORE ROI THAN A product listing ad
- 95. DCBKK 2015 Break this down Visits your site Goes back to Google Search again Serve a special ad JUST for them
- 96. DCBKK 2015 Capture attention when it matters most – comparison shopping
- 97. DCBKK 2015 Take Standard Search Campaign Add Retarge[ng, Loosen KW Targe[ng, Increase Bids, Change Message Common to see 2x conversion rates and CTR’s RSLA
- 98. DCBKK 2015 Loosen up keyword targeting with RLSA MAYBE YOU BID ON “DOG TRAINING” FOR COLD TRAFFIC BUT YOU OPEN IT UP TO “TEACHING DOG TO SIT” WITH AN RLSA AD
- 99. DCBKK 2015 Maybe you bid low for cold traffic BID HIGH for RLSA
- 100. DCBKK 2015 Apply ad copy tweaks COLD TRAFFIC: NORMAL USP RLSA TRAFFIC: A 10% OFF COUPON FOR RETURN VISITORS
- 101. DCBKK 2015 Never turn off RLSA VISITS IN JANUARY…. STILL SEARCHING IN MARCH….SERVE THE RLSA
- 102. DCBKK 2015 How fast is it to set up? HERE IS A 19 SECOND GIF
- 103. DCBKK 2015
- 104. DCBKK 2015 Call your team ASK THEM WHY YOU’RE NOT RUNNING RLSA.
- 105. DCBKK 2015 Burning money 5: handing your competition your most profitable traffic
- 106. DCBKK 2015 Let’s look at a product we all love
- 108. DCBKK 2015
- 109. DCBKK 2015 You do not get 100% of the branded traffic searched on google. BASIC SERP STRUCTURE CURIOSITY LOADS OF VARIATIONS
- 110. DCBKK 2015 BID ON YOUR OWN BRAND!
- 111. DCBKK 2015 Don’t believe me?
- 112. DCBKK 2015 Here is how to verify…
- 113. DCBKK 2015 You do not get 100% of the clicks on your own brand organically
- 114. DCBKK 2015 Get a 76x ROI? Ty!
- 115. DCBKK 2015 Call your team CHECK YOUR ORGANIC CTR FOR YOUR BRANDED TERM IF IT’S UNDER 90% -‐ RUN ADWORDS BRANDED ADS LOOK AT YOUR LONG-‐TAIL BRANDED TERMS
- 116. DCBKK 2015 Money dumpster 6: being asleep at the wheel
- 117. DCBKK 2015 Open up a filter. Conv=0
- 118. DCBKK 2015 Found 30k waste in 30 seconds
- 119. DCBKK 2015 Who was asleep at the wheel?
- 120. DCBKK 2015 How do we stop it from happening
- 121. DCBKK 2015 You could sit in front of your computer 24/7 Wut?
- 122. DCBKK 2015 WATCHING OVER EVERY KEYWORD WATCHING OVER EVERY AD ALL THE TIME
- 123. DCBKK 2015 • CAMPAIGNS • AD GROUPS • ADS • KEYWORDS AND FACEOOK ADS Automate
- 124. DCBKK 2015 A KEYWORD SPENDS OVER 50 DOLLARS WITHOUT A CONVERSION EMAIL ME PAUSE IT REDUCE BIDS 10% IF THEN
- 125. DCBKK 2015 Some of my favorite rules
- 126. DCBKK 2015 Pause keyword if 50 dollars in spend with no conversions
- 127. DCBKK 2015 Decrease bid 10% if Cpa is over my target
- 128. DCBKK 2015 Email me if my CTR falls
- 129. DCBKK 2015 DO IT IN FACEBOOK ADS, TOO (need ad espresso)
- 130. DCBKK 2015 Use and review your rules YOU WILL SAVE SO MUCH MONEY. YOUR ACCOUNT WILL BE OPTIMIZED IN YOUR SLEEP. AND LEAVE YOUR COMPETITION WONDERING.
- 131. DCBKK 2015 Call your team ASK THEM IF WE HAVE ANYTHING OVER 50 IN SPEND WITHOUT A CONVERSION. AND THEN TELL THEM TO TURN ON AUTOMATED RULES.
- 132. DCBKK 2015 Pitfall 7: ignoring the biggest success factor
- 133. DCBKK 2015 When I talk with a prospect… There is only one quesTon I need to ask…
- 134. DCBKK 2015 How often do you optimize?
- 135. DCBKK 2015 If activity is high – you find your own pitfalls faster
- 136. DCBKK 2015 The truth is scary ONLY 10% OF ADVERTISERS OPTIMIZE ONCE A WEEK.
- 137. DCBKK 2015 Most people set it and forget it
- 138. DCBKK 2015 We have been working with this client for 2 years
- 139. DCBKK 2015 Let’s Leave you with a success plan
- 140. DCBKK 2015 Daily ‘One Goal’ trend Ecommerce Stores: (Revenue/Cost) 10,000/1000 = 10x Lead Gen: (Cost/Leads) (10,000/1000) = 10 CPA
- 141. DCBKK 2015 PPC sales funnel Check 1/MO
- 142. DCBKK 2015 Negative keyword optimization 2x/MO
- 143. DCBKK 2015 Ad copy testing SHOULD BE DONE 2X/MO ON ADWORDS 4X/MO ON FB ADS
- 144. DCBKK 2015 Keyword expansion on AdWords FIND NEW KEYWORDS 1X/MO
- 145. DCBKK 2015 Quality score optimization 2X/MO
- 146. DCBKK 2015 Create your optimization calendar
- 147. DCBKK 2015 Use your competitive edge
- 148. DCBKK 2015 You vs the competition
- 151. DCBKK 2015 references War on free clicks hqp://www.wordstream.com/arTcles/google-‐ads Facebook ads hqp://www.cmo.com/arTcles/2014/4/17/ q1_social_intelligence.html Adwords dollars to google hqp://www.wordstream.com/arTcles/google-‐earnings RetargeTng hqp://www.digitalinformaTonworld.com/2014/09/infographic-‐ retargeTng-‐adverTsing-‐staTsTcs.html Quality score hqp://www.wordstream.com/blog/ws/2013/07/16/quality-‐ score-‐cost-‐per-‐conversion