Meet Your Presenter – Erin Sagin
• PPC Evangelist at WordStream
• 5 Years of Paid Search Expertise
• Recently Named the 4th Most Influential PPC Expert of 2016 by PPC Hero
• Twitter Addict (check her out @erinsagin!)
• Committed Couponer
When it comes to AdWords,
saving money isn’t quite as
easy…
11 Tactics to Help You
Make the Most of Your
PPC Budget
Money Saving Tactic #1
Add Negative Keywords
Don’t Risk Showing for Queries from Unqualified Searchers
No Click, No Problem? Not Quite…
Low CTR = Low QS =
Higher CPCs
Even Worse, Pay For a Click
…That Results In No Conversion
Use Negative Keywords as Protective Mechanism
Money Saving Tactic #2
Pause Poorly Performing
Keywords
Identify Keywords With Sky-High CPAs or Zero Conversions
Nix Keywords With Super-Low Search Volume
Money Saving Tactic #3
Stop Overbidding
Advertisers Are Far Too Obsessed With Being #1
It’s Not Always Worth It
Google Expects Higher CTRs for Top Positions
The New SERP Offers More Opportunity
Money Saving Tactic #4
Change Keyword Match
Types
Are All of Your Keywords Set to Broad Match?
crab CAKES GERMAN Oktoberfest
extra DARK candy
bar
WEDDING gown
Explore More Restrictive Match Types
Money Saving Tactic #5
Add Long-Tail Keywords
They Bring Super-Qualified Searchers
Find AMAZING Long-Tails In Your Search Query Data
Money Saving Tactic #6
Split Ad Groups
Big Ad Groups = Big Problem
If You Have Ad Groups With 20+
Keywords, It’s Time For An Account
Makeover
Restructure Your Account Based on Keyword Themes
Money Saving Tactic #7
Declare Split Test
Winners
Running A/B Tests? Good For You!
A/B Tests Are Harmful If There’s No Winner
How Do You Know When to Make the Call?
Determine If Your Results Are Statistically Significant
http://www.cardinalpath.com/resources/tools/ppc-ad-testing-tool/
Money Saving Tactic #8
Clean Up Your Landing
Pages
Send Searchers to the *Right* Pages
Send Searchers to the *Right* Pages
Streamline Your Path to Conversion
Money Saving Tactic #9
Utilize Bid Modifiers
Your Searchers’ Behavior Changes Based On Their Context
Segment by Location, Time of Day and Device to Identify Trends
Promote Your Unicorns
Money Saving Tactic #10
Create a Remarketing
Campaign
It Stinks To Pay For Clicks That Don’t Convert
Fact: I’m Obsessed With Jeni’s Splendid Ice Cream
More Important Fact: Each Pint Is Amount 4X
What I WANT To Pay For Ice Cream
On average,
81% of
people
abandon
shopping
carts before
making a
purchase.
Use Remarketing to Seal the Deal
Money Saving Tactic #11
Create a Branded
Campaign
Branded Keywords Are Notoriously Cheap
Plus, They Boost Your Quality Scores
Just Because There’re No
Magic Coupons Doesn’t
Mean You Can’t Do PPC
On a Budget!