This document discusses common mistakes businesses make when managing paid search campaigns themselves and provides recommendations for when to hire a professional. It outlines 10 frequent errors do-it-yourself marketers make, such as only using broad match keywords, targeting the top position without considering budget, and having unrealistic expectations of results. The document advises hiring a professional when the number of decisions required exceeds 60, to avoid wasting money on ineffective campaigns. Overall, it argues that professional management can help optimize paid search and avoid costly mistakes.

1. Paid Search: What You Can Do, When
You Should Hire Someone
Kevin Szypula
CEO – Driven Local
Many business owners have had negative experiences
with paid search because they couldn't manage it
efficiently. This session will explore setting up and testing
PPC campaigns so you don’t waste money. It will also
discuss what you can do and when you should really hire
someone.

2. Do I Need
A Haircut?

4. How It’s Supposed To Work….
• Pick Keywords
• Target A Geography
• Write Ads
• Set A Maximum Cost Per Click (CPC)
• Get lots of leads & sales…

5. When and why do you hire a
professional?

6. • Accountant
• Bookkeeper
• Landscaper
• Lawyer
• Dry Cleaner
• Payroll Service
• SEM Management
• Website Design
When and why do you hire a professional for
business services?

7. 60+ Decisions When Setting Up Adwords…

8. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #1 - Only running
ads on Google AdWords

9. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #2 – Having “Computer Guy”:
• Manage Hardware & Network
• Manage Phone Systems
• Manage Email Systems
• Manage POS Systems
• Manage “Google”
• Manage “Facebook”
• Manage “Website”

10. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #3 – Using all “Broad
Match Keywords”
• Not understanding the different types of KW
Match types
• Broad Match Keywords will trigger 100’s of
different KW variations (some good, some bad).
• Exact Match you control when you show, and how
much you are willing to spend for that click (and
eventually cost per lead). Its about control

11. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #4 – Adding Too Many
Keywords Per Ad Group
• Adding any keywords possibly relevant to business.
• Adding All Keyword “Opportunities”
• Solution - Use Targeted, and specific KWs. KWS of
people that are getting ready or are ready to buy
Don’t Take The Keyword Bait

12. The Wrong Way…
1000’s OF KEYWORDS
Your Company Home Page
Services
Rodents
Insects
Ant Removal
Bed Bugs

13. 1000’s OF KEYWORDS
Ant Removal
Insect
Ad Group
General
Exterminator Bed Bug
Ad Group
Rodents
Ad Group

14. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #5 – Not tracking
Phone Calls and Forms
• Aka “Conversions”

15. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #6 – Targeting Position 1 (with a limited
budget)
• Spot 1 is most expensive (burn budget)
• Target 2, 3 or 4 for highest profit & ROI.
• Yes, more volume in position 1. But only extremely
high converting KWs.
• Position 1, most clicks, and most irrelevant
clicks. People trust Google’s #1 link and just click.
• Position 1, has a lower conversion rate than lower
positions.

16. Common mistakes we see SMB DIY’s (and
how they hurt PPC results):
Mistake #7 – Not Knowing Profit Margin AND
Lifetime Value
Carpet Cleaner Example:
• $200 Service Average Cost | $100 Profit
• $10 CPC | 10% Conversion
• $100 Cost Per Customer = $0 Profit
• Average Service = 1x Per Year and last 3 years
• Lifetime Value is $600 per customer. $300 Cost - $100 to Acquire = $200

17. Common mistakes we see SMB DIY’s (and how
they hurt PPC results):
Mistake #8 – Bad Website = Bad “PPC Results”
A Seamless User Experience
Rather than designing separate sites for desktops, tablets and
smartphones, a responsive design can target all of them and deliver
a user experience that customers will be familiar with as they
change devices.
SEO & PPC Benefits
Google recommends a responsive web design above other
approaches. The search engines are giving mobile optimized
websites priority in mobile search results.
Higher Conversion Rates
At the end of the day, what really matters is how well your website
converts. By increasing the focus on smartphone & tablet users
while still addressing desktop users, the overall conversion rate for
your site will increase.
2017 – Your Website SHOULD BE Responsive
Your MOBILE Website is MORE important than
your desktop site!!

18. Common mistakes we see SMB DIY’s (and how
they hurt PPC results):
Mistake #9 – Unrealistic Expectations & Goals
• Paid Search is Advertising.
• It is not a slot machine.
• Set realistic ROI goals.

19. Common mistakes we see SMB DIY’s (and how
they hurt PPC results):
Mistake #10 – Poor Text Ads
• Writing Poor Text Ads
Bad - Using Company name as headline (unless really
well branded i.e. Roto Rooter)
Bad - Using Slogan.
Bad - Keywords stuffed in Ad
Good - Highlight why someone should do business
with you, what sets you apart
Good - Call to Action
Good - Answer Questions people are asking in your
industry
Good - Tell People what they want to know

20. Common mistakes we see SMB DIY’s (and how
they hurt PPC results):
Mistake #10 + 1 Not Staying Updated
• Google AdWords Changes
• Bing Changes
• How People Search

21. Common mistakes we see SMB DIY’s (and how
they hurt PPC results):
Resources:
• https://www.google.com/partners/about/
• https://support.google.com/adwords/answer/6227162
• http://searchengineland.com/
Hiring An Agency:
Learn More About DIY PPC::