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PPC Pain PointsHow to find them and fix them.

HOSTED BY:

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Presenters

• Kayla Kurtz (aka: Sgt. Kurtz)

– Paid Search Consultant @ Hanapin

– Blogger at PPC Hero

– @one800kayla

• Cassie Oumedian (aka: Princess of Doom)

– Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @cass_oumedian

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PPC Pain Points

Some PPC problems are easy to spot…

…others are a bit more subtle, but indicative of bigger, future

problems.

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Does Your Agency Know What They’re Doing?

‘What’s a good CPC or CTR?’

‘How often should I check out my competitors?’

‘Is remarketing always creepy?’

‘Did this lead come just from PPC?’

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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① Competitor Analysis & Research

You can’t just complete competitor research once – it’s a continually repeated

process.

There’s a new competitor every day in most verticals.

THE PAIN

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Most new competitors aren’t ‘smart’ on day one

& you shouldn’t copy them anyway!

Online (read: free) tools make this much easier.

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② Goal Setting

THE PAINGoal & KPI metrics aren’t the same across any market, or even any two brands in the

same market.

They can, will, and DO change…sometimes often.

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DO spend a lot of time choosing each move (or the first one).

Don’t expect your goals NOT to move.

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③ Average CPC/CTR

THE PAINEveryone wants to know what the ‘best’ CPC or CTR is for their vertical/account.

Is this a trick question?!

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CPC

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④ Bid Multipliers in ECs

THE PAINAll bid multipliers & modifiers layer on

top of one another.

This can cause accidental mis-bidding, leading to a loss in position and

conversions.

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Remove those auto-bidding options you have set up.

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Work the layers out on paper before you implement.

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Live Poll Question #3

What is your biggest hurdle when it comes to testing in your account (be it new locations, ad copy, networks/segments,

etc.)?#thinkppc

a) Budget.b) Control (need supervisor/client permission).c) Uncertainty on where to start.d) Not sure how to track tests and/or results.

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⑤ Geotargeting

THE PAINAllows you the ability to manipulate bids

and budgets in specific areas based on individual performance…

…which can also lead to cutting out geotargets long-term that are performing

today.

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New EC settings make geotargeting a bit easier to

manage.

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⑥ Ad Testing & Average Position

THE PAINIt really never ends.

Most people don’t do it right.

Position 1 isn’t usually the most productive ad spot.

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Set up tests for the next few months NOW.

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Don’t you pull that ad test until it has

statistical significance!

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⑦ Remarketing

THE PAINNot just Google anymore!

Most of the time, it just comes off creepy.

#thinkppc

Start testing the next layer of remarketing engines.

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⑦ Remarketing Silo off remarketing audiences by

where they dipped out of the

conversion process – way less creepy.

Frequency capping!

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⑧ Assisted & Lagging Conversions

THE PAINMost conversions don’t happen in one click, or from the same channel they

originated from.

Conversion tracking could be behind – so the conversions you had today could look different when you check them tomorrow.

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Reconcile keyword data w/Analytics Assisted Conversion

reports

Determine first vs. last click viability

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⑧ Assisted & Lagging Conversions

Analyze & determine typical lag – then report data accordingly.

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⑨ Relationship b/w CPL & Conv. Volume

THE PAINGenerally speaking, reducing CPL and

improving conversion volume at the same time is hard to come by.

This doesn’t stop both of those objectives from coming up continuously and

simultaneously in account management.

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Stop trying to do both at once!

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Live Poll Question #4

What’s more important to you and your account goals – CPL/A or lead volume?#thinkppc

a) CPL/A.b) Lead volume.c) Both.d) Neither.

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⑩ Cross Channel Attribution

THE PAINRemember that thing we said before

about leads not necessarily coming from the same source as their original click?

PPC specifically tends to interact with many other channels, on a variety of

levels.

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Multi.

Channel.

Funnels.

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Live Q&A Time!

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.

o PPC Retainer: We handle only specific needs within your account.

o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend).

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Have more questions?

Thank you for attending PPC Pain Points webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com