How To Fix A Paid Search Campaign In A Rut By John Lee

@john_a_lee #smx #21A

How To Fix A Paid Search Campaign In

A Rut

PRES ENT ED BY J OHN A . L E E

MANAG ING PARTNER – C L I X MARK E T I NG

SMX EA S T – O C TOBER 1 , 2 0 1 4


Who the Heck Is This Guy?  Managing Partner – Clix Marke;ng

 Digital Adver;sing Geek ◦  Emphasis on “Geek”

 Prior Sentences Served: ◦  Hanapin Marke;ng ◦  Wordstream

 Writer: ◦  Search Engine Watch, The SEM Post, ClickZ, Clix Marke;ng Blog, Acquisio Blog, PPC Hero

 Speaker: ◦  SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search


Triage Your PPC Campaigns Like House M.D. BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN


The House Method of PPC Triage

 Be miserable.

 Secure the sickest, most bizarre PPC campaign.

 Yell at your boss or client about it.

 Assign all of the hard work to someone else.

 Complain about that, too. Loudly.

 Have a moment of genius.

 Fix the PPC campaign.

 Take all the credit.

 Go back to being miserable.


Why Might You Need Triage? BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN


Ruts vs. Grooves You BeVa Recognize! RUT

 Blind to performance, compe;;ve and industry changes.

 Op;miza;on check list is the same every week, every month.

 Incapable or unwilling to try new things.

GROOVE

 Performance is just OK, and everyone’s fine.

 All is well. Communica;on takes a backseat.

 New features and channels are irrelevant.


Wearing Blinders

 Client seems happy.

 Campaign is almost achieving goal.

 No one knows this account like me.

 Everybody lies. So does the data. And you.


Performance Plateau

 Performance is good, not great.

 Clicks, conversions and sales are the same no mader the op;miza;on.

 Threw every trick in the book at these campaigns.

 Is this as good as it gets? Probably not.


The Infinite Repeat  Increase bids. Conversions go up? Nope. Increase bids.

 Keywords + Ads = PPC. Landing pages are someone else’s job!

 Google AdWords. What is this “Bing” you speak of?

 “Insanity: doing the same thing over and over again and expec;ng different results.”

  -‐ Albert Einstein


Rela[onship Fric[on

 Unrealis;c expecta;ons.  Missed mee;ngs.

 ANGRY EMAILS.

  Healthy PPC campaigns require healthy client / boss rela;onships.


How Do You… Break a Groove?

Get Out of a Rut?

Step Up to Improve Performance?


Cut to the Chase: Get on with the Diagnosis BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN


Wink, wink. Nudge, nudge. (Hint: His name is Dr. Chase.)


Campaign Audits

Find an audit format that works for you. hdp://www.ppchero.com/the-‐complete-‐ppc-‐account-‐audit-‐guide/

hdp://bit.ly/10minuteaudit

Audit with a purpose.

Have a plan in place to execute on your findings.


2 Minds Are BeVer Than 1

 Have someone else gut check your work.

 Schedule reviews to get feedback regularly.

 Be open to new ideas.


Change Account Managers

 Suppor;ng cast v2.0!  If you can’t improve performance or see the forest for the trees… change account managers.

 In house? Trade campaigns or op;miza;on roles/responsibili;es.


Recharge With New Op[miza[ons and Tests

  Try new features.

 Try new channels (Bing Ads! Facebook!)

 Do your keyword, placement or audience research… again.

 Brainstorm new ideas and test, test, test.


Have a Heart to Heart

 Check in with your client or decision makers. Proac;vely call or visit if necessary.

 Regularly review and revise goals.

 Don’t ignore poor performance or missed deadlines. Be honest.

 Push for two-‐way transparency. #themoreyouknow


Dr. House Always Solves the Case… Will you?


Thank You!

 Have Ques;ons?  @john_a_lee

 john@clixmarke;ng.com

 www.clixmarke;ng.com

How To Fix A Paid Search Campaign In A Rut By John Lee

Marketing

Transcript of How To Fix A Paid Search Campaign In A Rut By John Lee