The Ultimate Cheat Sheet on PPC Strategy

So often, PPC strategy seems to be an afterthought. In their haste to start looking for keywords and setting bids, advertisers overlook strategy development.

Don’t let this happen to you! Take the time to develop your PPC strategy before jumping into anything else.

In my experience, PPC strategy development falls into 4 categories:

•    Goals identification
•    Campaign setup
•    Conversion rate optimization
•    Content marketing

I include content marketing here, even though some may argue it’s a separate discipline. To me, content marketing is a crucial part of many PPC campaigns, and assembling the content into a PPC strategy isn’t trivial. So I’m including resources to help with that.

Goals Identification

I’ve said many times that identifying the goal of your PPC campaign is the first step. What business goal will your PPC campaign help you achieve? The answer will drive your entire strategy. Be sure to separate ideas from strategy, anticipate client questions, consider marketing basics, and determine conversion actions as part of your goal identification process.

Campaign Setup

It may seem like campaign setup isn’t really a strategy, but you must think strategically to properly set up your PPC campaigns. You’ll want to incorporate best practices, establish setup milestones, and establish a reporting cadence.  All of these activities will ensure that goals are being met, and they help make clients happy too.

Conversion Rate Optimization

A poorly-optimized website will render all the great PPC strategy in the world useless. Build in conversion rate optimization (CRO) activities to ensure your strategy will actually achieve the goal. Assign primary responsibility for CRO to make sure it actually gets done and someone is accountable for it. Periodically review landing page optimization best practices to ensure your CRO efforts will be successful.

Content Marketing

This is such a complex process that I wrote an entire series on content marketing and PPC. Knowing how content fits into your marketing mix, and taking the time to craft your PPC content marketing campaign, will help ensure that you meet your goals.

The Cheat Sheet

I’ve summarized the strategy elements into the ultimate cheat sheet for PPC strategy. Bookmark this post, and refer to it when you’re setting up a new campaign! Get the Ultimate Cheat Sheet for PPC Strategy.

Strategy Ultimate Cheat Sheet

Related Posts:

Bid Management: Is It Even Still A Thing?

When Google launched Adwords Select back in 2002, the self-serve pay per click model was new. Although GoTo existed before Adwords, it wasn’t as widely adopted. People flocked to this great new way of advertising that allowed them to pay only when someone clicked, rather than when impressions were served. It was a paradigm shift that changed online advertising forever.

One element of early PPC programs that managers quickly had to master was bid management. Bidding for the top of the page, which was actually possible in GoTo/Overture back then, didn’t make much sense to savvy advertisers. Instead, we wanted to pay only what the click was actually worth to us. High-converting terms, we reasoned, should have higher bids than low-converting terms.

I remember spending all day on bid management back in 2002-2003. I was doing in-house ecommerce, and we had hundreds of products, all with different profit margins. I had a fancy spreadsheet that calculated exactly what each click was worth, based on our profit margin and PPC conversion rates. Looking back, it was crazy – but it worked. PPC quickly became our biggest acquisition channel, and we made money on every sale.

Fast forward to today. Few PPC managers are manually managing bids, at least on any kind of scale. It’s time-consuming. It’s complicated. Done properly, it requires math and thinking. Lately I’ve been wondering, is manual bid management even a thing anymore?

I’m not sure it should be a thing, given today’s technology. Even back in the day, I used GoToast (which later became Atlas bid management and then eventually went away) to manage bids. I soon realized that we couldn’t come close to putting our entire product catalog online and still be able to manually keep up with the bidding wars that were happening in the old Overture system at that time. Now, we have both free and paid options for automating bids.

Adwords Scripts

Adwords Scripts launched in 2012 and revolutionized the way PPC is managed. Scripts can automate countless tasks, and one of them is bid management. And they’re free! If you know a little programming, you can even create a custom script that will manage bids exactly the way you want. If Scripts had been around in 2002, I wouldn’t have needed that complicated spreadsheet to calculate my bids – I would have just created a script.

Automated Bidding

Automated bidding was one of the features that actually launched following the much-vaunted April 22, 2014 announcement call. Automated bidding, like most things Google, is also free. Automated bidding is even easier to use than Scripts, and really leaves no excuse for doing manual bid management.

Just this week, Bing Ads matched Google by launching automated bidding. I expect this might actually get more people to start using Bing Ads, now that they won’t have to manually manage bids.

Bid Management Software

And then there’s the granddaddy of them all: bid management software. Providers such as Acquisio, Kenshoo, Marin, and many others have been around for several years now. Most bid management platforms have an algorithm that will manage bids for you. All you need to do is set a budget, and the software takes it from there.

Acquisio, which we use at gyro, has their Bid and Budget Management tool, which optimizes bids in near-real time. Marin just launched Budget Optimizer, which tells advertisers what their monthly budgets should be.

Wow. Technology is amazing – albeit bid management software comes at a price – and yet, I can’t help but marvel at how far we’ve come. My days of manually calculating bids in a spreadsheet seem far away. If you’re not automating bids in some way, you’re losing ground to competitors who are.

Do we even need to train new PPC managers on bid management, what with all this fancy software and automation?

I think the answer is yes. In order to properly use technology, you need to understand how it works. Letting a software package or, heaven forbid, Google, tell you what to bid is a scary proposition.

Now, I already admitted that we use bid management software. It saves me untold hours of manual work. But I still monitor bids and ROI on a daily basis. If you don’t understand the bid landscape, how can you make corrections or spot issues? Software and scripts can only go so far – the PPC manager still needs to pay attention to what’s happening.

What do you think? Is active bid management a thing of the past, or is it still a key skill for PPC managers? Share in the comments!

Related Posts:

Dynamic Keyword Insertion: Use It, Or Lose It?

Earlier this week, a few of us on the PPC Chat hashtag on Twitter were discussing dynamic keyword insertion. The different opinions were interesting.

Some people were not fans of using DKI at all:

no dki
Others, like me, use it a lot. The conversation then twisted and turned to a discussion of whether it’s ok to use DKI for competitor ads or not.

It was so interesting that I decided to expand beyond Twitter’s 140 characters here.

DKI must be used correctly.

There’s a huge misconception out there that DKI inserts the user query into the ad. It doesn’t – it inserts the keyword you’re bidding on. So one key is to make sure you’re bidding on keywords that you’re ok having in your ad copy.

Misspellings, for example, can be great keywords but terrible for DKI. If I’m going to use DKI, I put misspelled keywords in their own ad group and don’t use DKI there.

You’ll also want tightly-themed ad groups. Otherwise it’s nearly impossible to write ad copy that makes sense for 50 different keywords.

Tread with caution when using DKI for competitor names.

Part of the Twitter conversation centered around using DKI for competitors. I have done this successfully on more than one account, without repercussions. In my experience, the engines usually end up using your default text anyway, not the competitor terms.

But others had different experiences:
competitor dki
These are all valid considerations. Discuss the strategy with your client or boss before trying DKI with competitor keywords. When I worked in-house, my boss loved the fact that we were doing this. I’ve had clients who love it too. But I’ve had other clients who said no way – they didn’t want ill will with their competition.

Test, test, test.

As with most things PPC, DKI is worth testing. We inherited a client who was using DKI across the board. We immediately decided to test ads without it. What a mistake. Click-through rate plummeted like a cement block – I mean, CTRs were 1/10 what they were with DKI. That test didn’t last long.

Test DKI in different parts of the ad, too. I see it most commonly used in headlines, but you can use it anywhere. Try it in the middle of the ad, or even in the display URL. The results may surprise you.

Of course, there are other pros and cons to using DKI, as this Wordstream article points out.

What’s your take on DKI? Love it, hate it, don’t care? Share in the comments?

Related Posts:

Fail Fast, Learn Fast

Last week, I read a fascinating article on MediaPost about Google’s “planned failures.” The great gift of the internet and digital world, according to the Googlers quoted in the article, is the ability to fail fast. “The price of failing slow is high,” it says.

Google has had tons of failures. Some, like Froogle, morphed into something else over time. Some, like Google Reader, became outdated. Some, like Knol, just died. Many would say that other projects should die, such as self-driving cars or Google+.

Probably Google’s biggest, or at least most well-known, recent failure is Glass. I wrote about why it failed in MediaPost a while back.

Coming up with crazy projects is in Google’s DNA. Some of them work, some don’t – but most failed quickly. Fail fast, learn fast is their motto.

I like to apply the same principle to PPC. Not that I plan to fail, but we all know that not everything we try in PPC is going to work. Some keywords will drive hundreds of clicks without a single conversion. An ad copy variation isn’t going to convert. Some landing pages are less than ideal. Or you forgot to exclude mobile apps in a display campaign (don’t ask).

With even the most egregious PPC failures, though, we should always learn something – just like Google does. Google learned that people aren’t ready to wear weird glasses to take pictures and search for stuff. But you can bet they’ll take the best aspects of that technology and roll out with something else.

That’s what you need to do in PPC. Find the losers and pause them – but then study them to figure out why they were losers.

Found an ad that performed terribly? Why? Was the headline weak? Did it include ambiguous phrases? Was there an unfortunate instance of DKI in there somewhere? Did it lead to the wrong landing page? Use these learnings to fix what’s broken.

I always tell new PPC hires that almost nothing is permanent in PPC. That bad ad, keyword, or display placement can almost always be spotted very quickly – within a day or two if you’re doing your job well – and paused with (usually) minimal ill effects.

I’ll even report on bad stuff – clients need to know why things didn’t work. I don’t generally call attention to outright mistakes, but I do point out keywords that didn’t work or ad copy that didn’t resonate. One such conversation with a client recently led to the decision to create a new landing page that’s more relevant for a subset of client keywords. That’s a good thing! We failed fast and learned fast.

It’s also good to start strong to learn fast. We’ve all had clients who launch in the middle of the month, even though they may have assigned a full month’s budget. I almost never pro-rate the spend. For instance, if the budget is $10,000 and we launch on the 15th, I don’t aim to spend $5,000. I aim to spend $10,000. Fail fast, learn fast. That way, month 2 hits the ground with a fine-tuned campaign, instead of waiting 2 more weeks to learn stuff.

What about you? Do you fail fast and learn fast? Or are you more conservative? Share in the comments!

Related Posts:

Supercharge Your PPC Workflow

There are a never-ending number of tasks needed for successful PPC workflow. Sometimes it feels like there is too much to do and too little time to do it. Establishing a routine for PPC optimization helps calm the chaos. Supercharge your PPC workflow with these daily, weekly, monthly, and quarterly tasks.

Daily:

Daily tasks should be done even on your busiest days. If you have meetings most of the day, do these items first.

    • Check performance on all accounts, first thing, and put out fires. Don’t let anomalies go by more than a day without investigating them.
    • Budget pacing. We’ve all heard stories about a monthly budget being blown in a day. Don’t let this happen to you. And be sure to check for any budget-limited campaigns where you might be able to increase your budget, if possible, for more conversions.
    • Social PPC performance check. Update promoted posts, and pause underperforming posts or ads. Also pause posts that are old or outdated. A current social PPC campaign is a successful one.

Weekly:

Set aside time each week for digging into deeper optimization tactics. If you’re managing high-volume campaigns, you may need to do some of these tasks 2-3 times per week or even daily.

  • Search query reports and keyword research. Keeping your keywords, both positive and negative, up to date is crucial for optimum performance. Also take a look at your match types to make sure they make sense.
  • Ad test review (for high volume accounts or campaigns). Look at the ads in any campaigns with thousands of clicks and hundreds of conversions per week. Pause losers and start new tests.
  • Quality score review. Take a hard look at keywords with quality scores of 3 or worse. If they’re not generating conversions at a good cost, pause them. If the keywords are performing ok, look for ways to improve your quality score.
  • Week over week performance comparison. It’s easy to get lost in the weeds of PPC. Come up to a higher level by reviewing overall week-over-week performance. Set up an automated report in either your bid management platform, or from the search engines, to see how things are trending.
  • Display network placement review. If you’re running display network ads, chances are you have new and low-performing placements serving your ads. Exclude them. (For high-volume display campaigns, you may need to do this daily.)
  • Device performance review. Segment your results by device to see if any bid modifiers need to be adjusted.
  • Read PPC blogs and/or listen to PPC podcasts. Search is an ever-changing field. Step away for even a month or two and you’re already behind the curve. Reading blogs and news sites will help you stay up to date on the latest news. I also like to listen to PPC podcasts such as PPC Rockstars and Marketing Nirvana to hear tips and thought leadership from industry experts.

Monthly:

Agency PPC managers are no doubt familiar with creating monthly reports for clients. But reporting isn’t the only task you should be doing on a monthly basis. Each month, do a deep dive on key PPC metrics.

  • Strategy and goals check. We include a statement of goals & strategy in every monthly report we provide to clients. This not only reminds the client of campaign goals, but helps refocus the PPC manager on what’s important.
  • Overall performance review. This sounds like a monthly report, and in many ways, it is. Step back and review account and campaign performance, comparing it with previous months. This will give you a roadmap for optimization in the upcoming months.
  • Ad test analysis. Review ad copy tests, pause losers and start new tests. Take note of tests that don’t have enough data for statistical significance, so you can look at them next month.
  • Remarketing audience performance review. Are your remarketing audiences performing the way you expected? Do you need to create new audiences or refine existing audiences?
  • Social PPC audience performance review. How are your social PPC audiences performing? Do you need to refine them based on results?
  • Check ad extensions. Do you have outdated sitelinks running, or campaigns without sitelinks that should have them? What about call extensions, location extensions, review extensions, callout extensions?
  • Geotargeting review. Are all your geographic bid modifiers and settings correct? Are there geographies you should bid up or exclude based on performance?
  • Dayparting review. If you’re using dayparting, review the settings to ensure you’re meeting goals. If you’re not using dayparting, review performance by day of week and by hour to see if dayparting can boost your performance.

Quarterly

Every quarter, set aside time to look at long-term goals and analysis for your PPC campaigns.

  • Overall business review. Are your PPC efforts meeting overall goals? Has anything changed in your (or your client’s) business that warrants a shift in PPC strategy? Are there new initiatives, such as remarketing, RLSAs, or social PPC you’d like to test? Look at what’s coming up over the next several months and plan for it.
  • Projections. Some clients want projections weekly or monthly; others don’t need them at all. Even if no one is asking for projections, it’s a good idea to do this exercise quarterly to help establish performance goals.
  • Ad test deep dive. Take a look at your ad tests in detail. Are there headlines or elements that seem to be performing best? Are there low-traffic ad groups that may reach critical mass if you look at a quarter’s worth of data? Any new concepts you want to test?
  • Landing page review & creation. Make sure all of your landing pages are still applicable (and still work!). Navigate through the pages, including testing any conversion forms or actions to make sure the flow works properly. Does it make sense to create new landing pages based on PPC results? Anything new you’d like to test? For very high traffic accounts, you may need to do this monthly rather than quarterly.

Yearly

Every year, take time to review your personal goals as a PPC manager. What new skills do you want to learn? What did you do well this year? What search conferences do you want to attend in the upcoming year? Spending time thinking about individual goals will not only prepare you for your annual performance review, but also help you become a better PPC manager.

Editor’s Note: This article originally appeared at Search Engine Watch on November 18, 2014.

Related Posts:

5 Challenges for PPC Lead Generation

One of the great things about PPC is it can be used for nearly every business: those selling products online via ecommerce, and those trying to drive leads. Each type of marketing has its own challenges. Here are 5 challenges for lead generation PPC.

Nothing is sold.

When people talk about PPC, they often talk about shopping carts, shopping feeds, revenue per sale, and other aspects of ecommerce PPC. These facets are crucial for ecommerce PPC advertisers to understand – and none of them apply to lead generation.

When you’re driving leads, there is no shopping cart. Sure, there are lead forms, but it’s a one-step process. Cart abandons just don’t happen. (You can have form abandons, but that’s not the same thing.) Revenue per sale doesn’t exist either, because you’re not driving sales online.

Of course, lead generation PPC advertisers can and should still focus on metrics like conversion rate and cost per conversion, and back-end metrics like lead-to-close (more on that in a minute). But sometimes it feels as though we’re speaking a different language than that of ecommerce.

Lead generation advertisers can’t use Shopping feeds.

When you’re not selling anything online, you can’t use Google Shopping and all the cool features it offers, like shopping ads, seller ratings, dynamic search ads, and countdowns in ad copy. There are a lot of features, especially in Google, that lead gen advertisers just can’t use. (More on that in a minute too.)

Landing pages can be a challenge.

Successful online stores have tons of landing pages that are already optimized for conversion. When an ecommerce site is ready to start PPC, they usually have many pages that can be used, as is, as landing pages.

Not so for lead generation PPC. Sure, some sites have well-designed landing pages and contact forms, but a surprising number do not. Often, a lead generation PPC launch is delayed while the advertiser creates a landing page that can actually generate a lead. And that’s just one page. Creating multiple landing pages can be a mammoth undertaking for lead gen advertisers.

Only initial responses are visible in the PPC accounts.

Most sophisticated lead generation advertisers have a good back-end system that tracks leads all the way through to the sale. Systems like Salesforce and Bizible help immensely with this. (Salesforce has a great lead-gen optimized landing page, by the way!)

But even the most complex lead tracking system won’t display data in your Adwords or Bing Ads account. You’ll only see the initial form fills (and possibly calls) in your account. You might have a PPC campaign that’s generating lots of initial leads, but few sales – in which case, you should de-prioritize it, not bid it higher as you’d be tempted to do by looking at the initial lead data.

That means that tools like Conversion Optimizer and other bid algorithms are potentially optimizing for the wrong thing. Even if you do get data from your client or boss on what keywords or campaigns ultimately drove sales, it’s usually a manual process to tie that back to the original data and calculate your lead-to-close percentage and cost. It’s not impossible – and it’s important to do – but it’s a challenge for nearly every PPC lead generation advertiser.

PPC tools and features are often at odds with lead generation.

Recently, I wrote a post titled 3 Signs That Google Hates B2B Advertisers. The gist of the post is that, as I alluded to earlier, many of Google’s features are geared toward ecommerce rather than lead generation. The same is true for Bing, and even Facebook and Twitter, although the social engines have quite a few features for lead generation.

So how do you overcome these challenges? Certainly it doesn’t make sense to abandon PPC, as it can be the largest source of qualified leads for advertisers. Really, you just need to understand all the features and functions, and use them appropriately. There are some features you won’t be able to take advantage of, but that’s ok.

All the best practices of PPC still apply: understand your goals, test, test, and test again; create good campaign structure, and understand your buyer journey. Try to get data from your client on how leads are progressing through the cycle. Optimize your landing pages. And ignore the new stuff that Google introduces for ecommerce advertisers.

I actually enjoy the challenge of generating leads in PPC. Nothing is more rewarding than seeing a client’s lead volume increase so much that they tell you to pause PPC while they catch up!

What about you? Have you run into challenges with lead generation PPC? How have you overcome them? Share in the comments!

Related Posts:

Ideas Are Not Strategy

I’ve noticed over the years that a lot of advertisers, and even advertising professionals, don’t know what strategy is. So often “strategy” is defined as a list of tactics, like this:

•    Increase our Facebook followers
•    Start using PPC
•    Run ads with “X” creative message

Folks, these aren’t strategies. At best, they’re tactics. Lee Odden wrote a great essay on strategies vs. tactics. He says, “I think part of the problem is that a lot of marketers are spread thin because of chasing shiny objects. They’re distracted from core marketing.  They’re tourists in the digital and social world without taking the time to understand what the locals do and care about.”

So true. I’ve worked in marketing departments that loved to follow shiny objects: “PPC is the next best thing – let’s do it!” or “We’re going to focus on social media because everyone’s talking about it!”

As I tell my kids, just because “everyone’s doing it” doesn’t mean it’s a good thing to do. And it’s definitely not a strategy.

I work at a traditional agency, so we do a lot of creative work for clients. We PPC pros often don’t have much insight into the creative development process, so it’s been interesting to me to learn how it works. But the trap I’ve seen clients fall into is to become enamored with a particular creative theme, or even an individual print or video ad. All of a sudden, that becomes their “strategy.”

As marketers, it’s our job to remind clients (and bosses) that ideas aren’t strategy. Avis’s marketing strategy back in the ‘60s and ‘70s wasn’t “We try harder.” Avis’s strategy was to beat Hertz.

Nowhere is the folly behind turning creative ideas into strategy more apparent than in PPC. In PPC, we don’t have a full-page print ad to tell our story, nor do we have a 60-second radio or TV spot. We have 95 characters in which to get the searcher’s attention. And yet, so often I have clients who want to put their catchy tagline into a PPC ad.

Can you imagine putting this Coke tagline in a PPC ad?

iconic coke ad

It’d look like this:

coke ad

Not terrible, but not very convincing, is it? It looks like a crummy eBay ad.

Or what about this fine tagline?

iconic lucky ad

Translated to PPC, it’s:

lucky ad

You wouldn’t even be sure what Luckys were from this ad! I’d think it was some kind of diet food.

Now, I know these are vintage ads – you can’t really run cigarette ads in PPC as they’re against the TOS. (And cigarettes are not a great way to get slender, folks.) But they’re not just vintage ads – they’re iconic. These are brands that are well-known, and yet their taglines don’t make good PPC ad copy. And they’re certainly not a strategy. “Get people to buy cigarettes by telling them they’ll make them skinny” might have been a strategy, but the taglines themselves aren’t.

Ideas are not strategy. Taglines are not strategy. Creative concepts are not strategy. They’re all tools in the arsenal of a good marketing strategy, which might be “sell more Coca-Cola” or “drive leads via our website.” Don’t confuse the two – and don’t let your clients confuse them either.

Have you ever run into this kind of “creative wagging the strategy dog” scenario? What did you do to convince your client or boss that their creative ideas aren’t strategy? How do you explain PPC strategy vs. tactics to clients? Share in the comments!

Related Posts:

3 PPC Features That Aren’t Ready For Prime Time

There’s an old adage in the car-buying world that advises people never to buy a new model car in its first year. Why? The manufacturer hasn’t worked all of the bugs out yet, so you’re likely to encounter down time while the car is in the shop.

The same thing is true of technology: look at the iPhone 6 and all the gaffes it experienced early on. And Windows 8 is universally hated, to the point that Microsoft skipped Windows 9 and went right on to making Windows 10.

In PPC, we also come across new features that aren’t ready for prime time. Here are the top 3 PPC features that might have benefited from a bit more beta testing.

The New Adwords Editor

Last month, Adwords held yet another “announcement” event. One of the highlights, in addition to one of the speaker’s sweaters, was the rollout of a new Adwords Editor.

The current editor, while a must-have tool for PPC managers, has limitations. It doesn’t support shopping campaigns well. It doesn’t allow copying across accounts. It doesn’t have an “undo” button.

The new Adwords Editor v.11 has all of those features, and more. But it’s missing some key elements, too. And it’s buggy. Here are just some of the issues that PPC Chat users have reported:

•    Won’t load/ freezes
•    Error messages
•    Missing metrics
•    No callout extensions
•    Keyword planner is gone
•    No click data for sitelinks

I was all set to download the new Adwords Editor, and then I started seeing these reports. I decided to hold off. Perhaps Adwords is using the PPC community as one big beta test?

Bing Ads Universal Event Tracking (UET)

I was excited to get started with this much-ballyhooed tracking tool from Bing Ads. It’s called “universal” because it was supposed to be one tracking code for all accounts across an agency: “In Bing Ads, tags are defined at the customer level. This means that you can use the same tag to define and track goals across all your accounts and campaigns. This flexibility allows you to instrument your site just once (when you create your first goal) and keep defining new goals to measure without ever needing to add another tag to your site.”

In reality, while that is technically true, in practice it’s not that simple. First of all, you’ll find the tracking code in different places, depending on whether your client’s account is a “built in” account or a “linked” account.

I’m not even sure what that means, except it means I can’t see the UET code for all my clients when logged in to our agency Bing Ads account. Apparently, for some accounts, I have to log in to the child account. Which I didn’t even know existed for Bing Ads. And I certainly don’t have logins for any of these child accounts.

To make it even more interesting, Bing is retiring the old conversion tracking scripts effective in April. So we’ve all got less than 3 months to figure this out. I’m a little scared.

LinkedIn Ads

I wrote about LinkedIn back in November 2013 and the fact that they didn’t want my money. Merry Morud wrote about their terrible interface back in July 2013.

Here we are 18 months later, and the only thing that’s changed is their timeout – it takes a little longer than 5 minutes now to time out, and it doesn’t log you out when you’re actively working in the interface.

Every other complaint that Merry made about their interface still exists. It’s crazy that LinkedIn, with its $8-10 CPCs, hasn’t done a single thing in a year and a half to improve their UI. Twitter and Facebook have made huge leaps ahead, while LinkedIn sits and languishes with its awful UI and expensive clicks.

One thing that really bugs me about LinkedIn Ads is that there is no way to keep sponsored posts from displaying to people who already follow you, nor from your own employees. We’ve had clients who’ve ended up paying (at $8-10 a crack) for their own employees to “like” their sponsored posts. Crazy. The LinkedIn Ads UI is definitely not ready for prime time.

Found any other PPC features that aren’t ready for prime time? Share in the comments!

Related Posts:

PPC Campaign Setup Best Practices

Everyone who works in PPC management will have to set up at least a few new PPC campaigns. Setup seems easy, especially if you read what the engines tell you. But there are several tricky default settings that can trip you up.

It’s easy to make mistakes in campaign setup that can negatively impact performance. Here are some PPC campaign setup best practices to follow.

Campaign Setup Basics

Experienced PPC managers may take the basics for granted – after all, we’ve looked at these settings hundreds of times, right? But that doesn’t mean you can’t make mistakes. I recently set a campaign’s geotargeting to the entire US when it was supposed to be geotargeted to a few cities. Be sure to look at the following settings to ensure they mesh with your campaign goals:

  • Billing & Currency
  • Account Timezone
  • Geographic Distribution
  • Language
  • Campaign Budget
  • Ad Distribution
  • Ad Rotation

For an overview of all these settings, here’s an article I wrote for Web Marketing Today.

Campaign Setup Strategies

Once you understand the various settings that are available, you need to think about campaign strategy. What makes the most sense for each campaign? Review some of the choices you have in terms of ad rotation, budget delivery, etc.

Also, think long and hard about mobile. Do you have a mobile version of your site? Is your site responsive and works well on mobile? Can users take conversion actions on a mobile device? Don’t just automatically include or exclude mobile – think about how it fits with campaign strategy.

Audit and QA

Even the most experienced PPC managers make mistakes in campaign setup. I’ve set the wrong budget, opted campaigns into display by mistake, set wrong geos, added “keyword” to my keyword list, and messed up destination URLs and tagging. It happens to the best of us.

The worst possible thing that can happen is to have a client, or your boss, find your mistakes. While some things will inevitably slip through the cracks despite your best efforts, putting an audit and quality assurance (QA) process in place will help you to avoid the most egregious errors.

One key to successful QA is to have someone else check your work. We recently did a huge launch of new landing pages for a client with a very large campaign. On top of that, we had to manually tag our URLs. It was a complicated process with a big margin for error. We had multiple sets of eyes on the destination URLs to make sure everything was set up correctly. We checked, and then checked again. And I had others help me, because after I’d stared at it for multiple 10-hour days straight, it was hard to find my own mistakes.

Another key to correcting errors is to do regular audits. We’ve all made changes to accounts in good faith, only to realize we messed something up in the process. Auditing your campaigns on a weekly or monthly basis will help keep errors from perpetuating over time.

My favorite audit tool is Joe Kerschbaum’s 10-Minute Audit spreadsheet. He presented it at SMX Advanced 2012 on a panel we were both speaking on, and I’ve used it ever since. Even though it’s 2 years old, it still holds up – the only thing that’s changed is device segmentation (sadly). Even still, you should think about mobile as I mentioned above. Are you using mobile-preferred ads? Call extensions? Other tactics for mobile success? Use the audit spreadsheet to find mistakes quickly.

Again, it’s best to have someone else audit the campaigns you manage. While I’ve used it on my own campaigns, it’s easy to miss things. If you work on a team, take turns auditing each other’s campaigns each month. You’ll be glad you did.

What are your favorite campaign setup best practices? Share in the comments!

Related Posts:

Must-Read Posts On PPC And Other Topics

I’ve been bookmarking great PPC posts like a madwoman the past few days, and some of the posts are too good not to share. Here are my must-read posts on PPC, and on a couple other topics that PPC managers will find useful.

Excellent Bidding in PPC by Lauryan Feijen. This long but worth-the-read post covers how to effectively bid on keywords for best results. If you’re looking to meet your PPC goals, check this one out.

Multi-Ad Group Testing by AdAlysis. This video is intended for users of Brad Geddes’s AdAlysis tool, but it’s worth a watch for anyone looking to streamline ad copy testing across large accounts. You could apply the principles outlined in the video to a pivot table and gain similar insights with a few calculations, although it would take significantly more time than it takes in AdAlysis.

Incidentally, I’m a huge fan of AdAlysis. If you manage multiple accounts or have a large account with multiple ad tests, this tool is a must for saving time on test analysis.

Google AdWords Remarketing Lists For Search Ads (RLSA): The Ultimate Guide by Lisa Raehsler. An oldie but a goodie, this Search Engine Watch post is a must-read primer for anyone looking to take advantage of the power of remarketing lists for search ads.

The next 2 posts are on giving great presentations. Even if you don’t speak at search conferences, you probably have to give presentations to clients, or to co-workers if you work in-house. I bookmarked these 2 posts because they’re loaded with tips that I can use right away to make my presentations better.

Making Great Presentations by Ian Lurie. A true lesson in the “less is more” philosophy, Ian’s Slideshare deck will have you fine-tuning your PowerPoint decks in no time.

Free Resources For Great Presentations by my friend Aaron Levy. Aaron gave this presentation at his alma mater, Villanova University – but the lessons in this post apply to far more than just college students. Everyone can benefit from the resources he offers up in this killer post. (Disclosure: Aaron credits me with providing ideas for his presentation, and I did send him a few tips – but this post has given me way more than I gave it!)

Give these great posts a read or view – you won’t be disappointed. Got any great PPC articles to share? Post in the comments!

Related Posts: