Marketing Reboot: PPC - Adwords
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Transcript of Marketing Reboot: PPC - Adwords
Impressions (Reach)
Clicks (Wins)
CTR (Effectiveness)
Typical Issues• Complacency – it’s working• Not trying new ads• Not testing new CTA’s and
Headlines• Now experimenting with new
groups and keywords• Not measuring final conversion
(beyond adwords)
STOP
REBOOT
MEASURE
1. STOP – everything2. REBOOT
• Clear goals• Clear CTAs• Clear Ad Groups
3. MEASURE4. OPTIMIZE & INNOVATE
OPTIMIZEQuick Fix• Stop all ads not producing clicks• Get your CTR working first• Build impressions once you’ve
dialed in some winning ads• Track the click to conversion• Pick the winners and multiply
them
Agency and client relationships age over time. Staff changes and priority adjustments can lead to less attention and success over time. Time to reboot!
PPC Reboot - John McElhenney / http://uber.laCC 2014, share with attribution 10-21-14 - @jmacofearth
PPC REBOOT – Get Back to Basics