3 COMMON PPC MISTAKES COSTING YOU MONEY

(AND HOW TO CORRECT THEM)

Korena Keys KeyMedia Solutions@KorenaKeys@KeyMediaCEO

AGENDA• Introductions • Keywords• Text Ad Copy• Experimentation• Added Bonus

INTRODUCTION

INTRODUCTION Tell me about you

COMMON MISTAKE #1 Keywords Too many keywords or the wrong keywords Too broad of keywords No negative keywords

TOO MANY KEYWORDS

KEYWORD TYPES Broad Match Broad Match Modifier Phrase Match Exact Match Negative

KEYWORD TYPESMatch Type

The Keyword What It Means Ads Can Show In These Queries

Broad Alaska Cruise Word or phrase plus variations; can appear in any order.

• Alaska Cruise• Cruise in AK• Alaska Cruises

Broad Modifier

Alaska+Cruise Word or phrase with a close variant of the modified term (in any order).

• Alaska Cruise• Cruise Alaska • Alaska Glacier Cruise

Phase “Alaska Cruise” Word or phrase with close variation; can include additional words before and after.

• Alaska Cruise• Alaskan Cruises• 10-Day Alaskan Cruise• Alaska Cruise Luxury

Exact [Alaska Cruise] The word or phrase plus close variants. Cannot include additional words before or after.

• Alaska Cruise• Alaskan Cruises

Negative -Cheap-Jobs-Tom

Ads cannot appear when this word or phrase is in the query.

Cannot show for:• Cheap Alaska cruise• Alaskan Cruise Jobs• Tom Cruise in Alaska

BROAD KEYWORDSWedding Cake

NEGATIVE KEYWORDSWedding Cakes-Birthday Cakes-Wedding Dresses-German Chocolate Cake

-Cake Recipes-Wedding Decorations-Coffee Cake

IDEAL ACCOUNT SET-UP

Campaign Campaign

Ad GroupAd GroupAd GroupAd Group

MISTAKE #2 Poorly Written Ad Copy Missing Keywords in Ad Copy Overuse of Keywords Missing Calls to Action

MISSING KEYWORDS IN THE AD COPY

OVERUSE OF KEYWORDS IN AD COPY

MISSING A CALL TO ACTION

WHAT MAKES A GOOD ADDetails that

Sell• Discover

wildlife• Amenities• Offer/price

point time

Differentiation• Worlds only…• Free concierge • Awarded best

serviceCall-To-Action• Buy now!• Get a free quote• Click to download• Learn more

GOOD AD EXAMPLE

GOOD AD EXAMPLEActionable Headline Phone Number

Call To ActionCall Out

ExtensionsSite Links

MISTAKE #3 Assuming it is right the first time.

A/B TESTING What to Test? Keywords Headline Body Text URL Link Mobile Ad Extensions

TEST OFFERS

A/B TESTING

A/B TESTING In a 2013 BING/Yahoo! Study on Travel Searches Found: Travel searchers are task orientated and search is specific to decisions already made (destination, dates, and activities).

User intent varies based on the device they are using. PC users are more likely to click on an official page. Mobile users are more likely to click on a “book now” interface.

A/B TESTING Best Practice Only test one thing at a time so you can pinpoint what is affecting the success of your ads.

Test your ad variations simultaneously to minimize time-based factors that might skew your results.

Test early and test often. Pay attention to the hard data you collect. Make sure you let your tests run for long enough to collect enough results to get accurate results.

PRO TIP Dynamic Keyword Insertion

IN SUMMARY1. Identify 15-20 relevant keywords/phrases per ad group.2. Develop ads that help you stand out and include an action. 3. Test. Test. Test.

THANK YOU!

Korena Keys | KeyMedia SolutionsKeyMediaSolutions.com

605-215-5106@KorenaKeys

@KeyMediaCEO