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A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money

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Get better at PPC by seeing what really bad PPC looks like. At ACP-LS I talked about the many ways to screw up a PPC campaign, and provided some tips for getting it right. These are the slides.

Published in: Marketing
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A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money

  1. FAST TIMES, EASY WINS AND BURNED MONEY: A BEGINNER’S GUIDE TO PPC BY IAN LURIE @PORTENTINT
  2. @portentint
  3. We do PPC
  4. I do not “Oh, $&!#. The boss is gonna talk PPC.”
  5. Send me questions. I love ‘em. @portentint ian@portent.com Ian Lurie
  6. We need a safe word “Interesting…”
  7. @portentint In spite of the stories herein, PPC is not terrifying
  8. @portentint Learn from my mistakes
  9. @portentint Be calm Embrace PPC stillness
  10. A quick tour of the PPC universe
  11. @portentint “Hey wait why aren’t you talking about Bing and Yahoo and…
  12. @portentint Search Market Share Google Everyone else (magnified 10x)
  13. (but I’ll talk about them later)
  14. “PPC” ads
  15. Headlines (now you can have 3)
  16. Display URL
  17. Description 2 lines
  18. Ad Extensions
  19. Ad Extensions
  20. Local ads
  21. PLAs
  22. Mobile
  23. Apps Images from SearchEngine Land’s Ginny Marvin https://portent.co/2RhOfnK
  24. @portentint It’s OK. Focus on the text ads for now
  25. It’s an auction Notmycar
  26. THERE’S A TWIST THAT’S RIGHT BABY YOU CAN’T JUST BUY YOUR WAY TO THE TOP YOU GOTTA EARN IT
  27. Quality Score
  28. @portentint $1.75 $2.10 $1.50 More $$$ ≭ Higher Ranking
  29. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
  30. History Clickthru Ad keywords Landing page keywords
  31. QUALITY SCORE ACCUMULATES ACROSS CAMPAIGNS
  32. Find it
  33. Find it
  34. Find it
  35. Find it
  36. Find it
  37. @portentint Know the quality score. Be the quality score
  38. @portentint On to the boo-boos
  39. @portentint Mistake #1 Structural Meatloaf
  40. @portentint Account Campaign 1 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. HOW AM I SUPPOSED TO MANAGE PERFORMANCE? FUUUUUUUUUUUUUU…
  41. @portentint GOOD STRUCTURE = GOOD QS YesAccount Campaign 1 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Campaign 2 Campaign 3 My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Ad group 1 Ad group 2 Ad group 3 Ad group 1 Ad group 2 Ad group 1 Ad group 2
  42. @portentint Reduces eye strain
  43. @portentint Account Mobile My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Seattle Branded My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. My Great Ad Here With Cool Headline https://urlhere.com/theUrl This is the ad text. It’s text. For the ad. And stuff. Could be one line. Could be two. Ad group 1 Ad group 2 Ad group 3 Ad group 1 Ad group 2 Ad group 1 Ad group 2 Target ad text, region, bids, devices, etc. For optimal quality score
  44. Just get organized, ok?
  45. @portentint Mistake #2 Network Mistargeting
  46. The Networks Google.com Search Partners Display
  47. @portentint Google.com
  48. @portentint Gmail
  49. @portentint Google properties
  50. @portentint Search partners
  51. @portentint Display network
  52. @portentint My tale of whoaaaa
  53. Less traumatic examples Not my fault
  54. Search partners Guardian.co.uk
  55. Uhm…
  56. Whoops
  57. Tutorialspoint.com
  58. @portentint Start with Google search only
  59. @portentint Run a separate campaign for this
  60. @portentint If you’re stoned
  61. @portentint I won’t, don’t worry
  62. @portentint Run a separate campaign for this
  63. Start with Google Separate campaigns for networks
  64. @portentint Mistake #3 Lousy Device Targeting
  65. WE’RE GOING TO SIMPLIFY TARGETING TO MAKE IT EASIER TO REACH THE GROWING BASE OF MOBILE USERS…
  66. SEPARATE CAMPAIGNS FOR DEVICES Organize by device type
  67. SEPARATE CAMPAIGNS FOR DEVICES Organize by device type
  68. @portentint Mistake #4 Match Type Mismatch
  69. Not quite, but really funny
  70. @portentint Broad match Synonyms Misspelling Stemming Related
  71. @portentint Broad match Synonyms Misspelling Stemming Related
  72. @portentint Broad match modifier “close variations”
  73. @portentint Phrase match The phrase + Words before/after
  74. @portentint Exact match That word/phrase “close variations”
  75. @portentint Start with broad match modifier? Watch this report
  76. Watch the search terms report
  77. SEPARATE AD GROUPS/CAMPAIGNS Organize by match type
  78. SEPARATE AD GROUPS/CAMPAIGNS Organize by match type
  79. @portentint Mistake #5 Ignoring The Negative
  80. @portentint
  81. @portentint We’re gonna have words
  82. @portentint Negative keywords
  83. Watch the search terms report
  84. @portentint Mistake #6 Dumb Copy
  85. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
  86. A+ C-
  87. “Car repair” F-
  88. Put keywords in ads
  89. 3 headlines = +8% clickthrough
  90. Use all the characters & headlines
  91. Test ads
  92. @portentint Mistake #7 Ego-Driven Keywords
  93. I WILL RANK #1 FOR SHOES AND FOR MY NAME OR YOU ARE FIRED I DON’T CARE HOW MUCH IT COSTS DO IT NOW OR I SHALL RAIN DOWN THE VERY FIRES OF HECK UPON YOU FOR YOUR INSOLENCE
  94. WHAT HAPPENED WHERE DID ALL MY MONEY GO WHAT THE HECK IS WRONG WITH YOU I’M FIRING YOU THIS WASN’T MY IDEA YOU TRICKED ME
  95. Think Like A Marketer
  96. @portentint Mistake #8 Rough Landings
  97. @portentint “Quality score is an estimate of the quality of your ads, keywords and landing pages.
  98. Put your keywords on your landers
  99. Make your landers blazing fast
  100. @portentint Mistake #9 The Geography Lesson
  101. WE’RE GETTING LOTS OF LOW-COST TRAFFIC FROM ALL OVER THE COUNTRY WE ARE SO GREAT RIGHT?
  102. WE DON’T SELL ANYTHING IN TEXAS. OR NEW YORK. OR OHIO. OR FLORIDA…
  103. Geographic report
  104. Geographic report
  105. Geo targeting
  106. Geo targeting
  107. Target precisely Don’t go nuts
  108. @portentint Mistake #10 Ignoring The Brand
  109. @portentint
  110. @portentint
  111. @portentint
  112. POOPY BAD SUCK JERKS LOUSY S&!T F@#* CRAPPY STUPID EW ICK Negative keywords
  113. Protect the brand
  114. Also: Protect your turf
  115. Also: Protect your turf
  116. @portentint Mistake #11 Skipping Other Networks
  117. Here be bargains. Arrrr.
  118. @portentint Mistake #12 The Advice Vice
  119. @portentint HEYYYY WE’VE GOT SOME SUGGESTIONS FOR YOU THAT WILL MAKE US YOU MORE MONEY JUST UP YOUR BIDS AND ADD THESE KEYWORDS NEVER MIND ABOUT CONVERSIONS AND THAT KIND OF SILLY STUFF IT’S NOT IMPORTANT
  120. Don’t. Trust. Unsolicited. Calls.
  121. Be skeptical
  122. @portentint Other tips
  123. Conversion tracking
  124. Retargeting
  125. DISPLAY VIDEO VOICE CUSTOM AUDIENCES GMAIL APPS EXTENSIONS CLICK TO CALL CLICK TO MESSAGE PARALLEL TRACKING TRUVIEW SMART BIDDING EXPRESS
  126. @portentint Keep it simple. Do what you know.
  127. @portentint Always be optimizing
  128. @portentint Always try to beat your previous best
  129. @portentint Be one with the PPC
  130. @portentint IF YOU HATED THIS TALK, PLEASE LIE ian@portent.com @portentint https://portent.co/ppc-mistakes

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