This document discusses 7 deadly sins that can negatively impact a pay-per-click (PPC) advertising account and provides tips on how to fix them. The sins covered are gluttony, greed, wrath, lust, sloth, envy, and pride. For each sin, the document explains how it hurts PPC performance and offers recommendations such as restructuring disorganized accounts, using negative keywords, avoiding overbidding, tracking conversions, and benchmarking accounts for improvement. Presenters Margot da Cunha and Erin Sagin provided the tips during a webinar on optimizing PPC accounts.

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7 Deadly Sins in Your
PPC Account & How to
Fix Them

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Want to get smart in paid search?
#ppcsins @ChappyMargot @ErinSagin

3. Join the conversation on Twitter
#PPCSins
@WordStream
@ChappyMargot
@ErinSagin
#ppcsins @ChappyMargot @ErinSagin

4. Meet Our Presenters
#ppcsins @ChappyMargot @ErinSagin
Margot da Cunha
PPC Content Marketer
Former windsurfing instructor
@ChappyMargot
Erin Sagin
PPC Evangelist
Former competitive piano
player
@ErinSagin

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Gluttony

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You’re Account is Overstuffed &
Disorganized!

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Most of Your Keywords Aren’t Getting
Impressions!

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Do your ad groups have over 30 keywords?
Do you have a massive amount of ad groups and/or
campaigns?
Are you not sure why your account is structure
the way it is?

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Restructure Your Account

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Delete the Junk!

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Utilize Tools to Split Ad Groups or
Build New Campaigns/Ad Groups

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Greed
“Too much money ain’t enough money” – wise words from Lil Wayne

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You’re Abusing Broad Match

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How Broad Match Really Works
In the words of Google:
Broad Match lets a
keyword trigger your ad
to show when someone
searches for:
• that phrase
• similar phrases
• singular or plural
forms
• misspellings
• synonyms
• stemmings (such as
floor and flooring)
• related searches
• other relevant
variations.

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crab CAKES GERMAN Oktoberfest extra DARK candy bar WEDDING gown

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Explore Different Match Types

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Implement a Tiered Bidding Strategy
Keyword
Match
Type
Base
Bid
%
Increase
Max
CPC
chocolate cakes exact $1.00 30% $1.30
+chocolate +cakes phrase $1.00 20% $1.20
“chocolate cake” modified
broad
$1.00 10% $1.10
[chocolate cake] broad $1.00 0% $1.00
Higher Relevancy =
Higher Bid

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Wrath

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Not Using Negative Keywords!

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First: Learn How Negatives Work
Negatives can be applied at different levels
• Account level negatives
 Example: Do you sell tennis rackets, but not for kids? Make
keywords like “kids” and “children” account level negatives
• Campaign level negatives
 Example: “Tennis rackets for beginners” campaign – make
“advanced” and “intermediate” campaign level negatives
• Ad group level negatives
 Example: “Branded tennis rackets” campaign – for “Wilson
brand” ad group make the other brands ad group level
negatives

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Use QueryStream to Identify
Negatives & Set Negatives

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Lust

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Are You Lusting After Position #1?

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Overbidding Is Dangerous
You may be:
• Negatively impacting your Quality Scores
• Driving your CPA up too high
• Instigating a bidding war

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Set Smart Initial Bids
Use the Top of Page CPC and
Page #1 CPC details to establish
initial bids and tweak from there!

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Invest in a Bid Management Platform

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Sloth

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Are You Relying Solely on
Google’s Suggestions to Optimize?

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You might notice a common
theme…

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Not all of us have money to
blow….

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Tools like the 20 Minute Work Week
are perfect for the money-conscious
marketer with limited time

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Envy

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Do You Have An Unhealthy Obsession
With Your Competitors’ Accounts?
Don’t be this
girl…

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Your Keywords Should Align With YOUR
Offerings
None of these are actually
next day delivery!!

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Analyze Your Search Query Report
*Pro-Tip: If you’re converting on a term that is NOT currently a
keyword, consider adding it to your account!

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Don’t Be A Copy Cat

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Do Your Ads Stand Out?

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Identify Your USP
What makes your product service
unique?
• Quality
• Pricing
• Service
• Convenience
• Other benefits?

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Tout Your USP
Feature your
USP Here!

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Make Your Ads Pop Using Extensions
Benefits:
• Provide additional
information
• Free!!
• Minimal
maintenance
• Cover more SERP
real estate
Up To 30%
More Clicks!

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Extension Options Are Endless
Formats:
• Sitelink
Extensions
• Callout
Extensions
• Review
Extensions
• Call Extensions
• App
Extensions
• Location
Extensions

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Make Your Ads Super-Specific Using
Customizers
As sale ends (or quantity
goes to zero), CVR
increases up to 3x!!

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Pride

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You’re Not Tracking Your PPC
Progress!

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You might not be doing as well as
you thought…

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Do you have conversion tracking
set up?

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What about call tracking?

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Report on Your Progress

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Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC

50. Q & A
#ppcsins @ChappyMargot @ErinSagin

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THANK YOU!
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
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