3 Common Mistakes of Paid Search

Korena Keys | KeyMedia SolutionsKurt Whitesel | B2B CFO

Agenda

� Introduction� 3 Common Mistakes in Paid Search� Q&A Session

Hello, I’m Korena.

Mistake #1

Too Broad or Generic� One Ad Group

� Having only one ad group� Limited number of ads per ad group

� Keywords� Too many keywords� Too broad of keywords�No negative keywords

#1 – The Fix

Be Concise � Ad Groups for Each Topic, Product Category, Service

�Limit keywords to 20 per ad group

�3 to 4 ads per ad group

�Use broad-match modifiers and exact match terms as well as negative keywords

Broad Keywords

Negative Keywords

� Improves performance and quality score

� Increases relevancy � Reduces CPC rates

Ad for Optometrist

BUY GLASSES!

Modified MatchPhrase MatchExact Match

Negative Keyword

#1 – Ideal Structure

AdWords Account

Campaign #1

Ad Group A

Keyword List Ad Copy

Ad Group B

Keyword List Ad Copy

Campaign #2

Ad Group A

Keyword List Ad Copy

Ad Group B

Keyword List Ad Copy

Mistake #2

Overbidding/Wrong Bid Strategy� Exceeding the recommended bid in AdWords� Over-saturate the marketplace� Vulnerable to competitor bids

#2- The Fix

� Determine Your Campaign Goal�Conversion

�Web Traffic

�Phone Call

� Improve Your Quality Score� Focus on Keywords That Convert

Quality Score

Quality Score

Focus on Conversions Over Clicks

Mistake #3

Missing Ad Extensions� Google reports there is a 10-15% CTR

uplift from implementing one new ad extension.

� Provides a better user experience� More relevant information

#3 – The Fix

Use Ad Extensions� Phone Number� Site Links� Reviews� Product Links

� Wrapping Up1. Divide your keywords into ad groups. 2. Optimize your campaigns with ad groups and keywords.3. Impliment ad extensions.

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Questions?

Kurt WhiteselCertified Business Transition Expert™

605-376-2677 www.kurtwhiteselcfo.com

Korena KeysCEO, KeyMedia Solutions

605-215-5106 www.KeyMedia.Solutions