Don’t let your business become another blooper with money-wasting ads. A WordStream study found that a typical small business advertiser wastes 25% of total spend on average — missing out on tons of opportunities and sales. We’ve brought two of the most renowned paid search experts together to show you how to monitor and optimize your account to reach full potential in traffic and profits. Larry Kim of WordStream and David Szetela of Bruce Clay will present their favorite, most cringe-worthy AdWords bloopers, so you can avoid these mistakes and stop throwing away your budget. During this webinar, you'll learn how to avoid: -Mistakes with conversion tracking -Mishaps resulting from poor account structure -Display targeting blunders that reach the wrong audience

2. Today We’re
Talking About Bloopers

3. Today’s Speakers

4. Launch Poll

5. Too Many Keywords per Ad Group
• Ideal = 6-18
• Enables you to create customized ads
• Increases CTR, Ad Rank and Quality Score
• Decreases CPC
• Directly affects profitability
@Szetela

6. Too Many Ads per Ad Group
• Ideal = 2 – 1 Control ad, 1 Test ad
• If more than 2, probably running losers
• Judge winners by:
• Highest conversion rate
• Lowest cost per conversion
• Highest CTR
@Szetela

7. Too Many Display Keywords
• Ideal number is 4-6
• That’s all algorithm needs to characterize the theme of sites/pages
where ads should appear
• Too many causes the algorithm to spread ads more widely and results
in irrelevant clicks
• Use the Display Planner tool
@Szetela

8. Blooper #2
Ads Displayed
Outside Geotarget

9. Ads Displayed Outside Geotarget
• Check by looking at Dimensions tab, then View: User locations
• If you see clicks from outside the geotargeted location, adjust
Advanced Location Options (see next slide)
@Szetela

10. Ads Displayed Outside Geotarget
@Szetela

11. Blooper #3
Improper Use of
Search Query Tool

12. Improper Use of Search Query Tool
@Szetela

13. Search Query Tool - Negatives
@Szetela

14. Search Query Tool - Negatives
@Szetela

15. Search Query - Negatives
• Frequently add negative keywords at the campaign level
• Very frequently use a broad match, single-word variation of the
exact match phrase depicted
@Szetela

16. Search Query Tool - Positives
@Szetela

17. Search Query Tool - Positives
@Szetela

18. Search Query - Positives
• Almost always, it’s better to add Exact or Modified Broad match
versions of the selected keywords
Tip:
1. Pull account into AdWords Editor
2. Get Recent Changes
3. Back in the AdWords web user interface, add keywords as Broad
4. Back in AdWords Editor, Get Recent Changes again. The added keywords
will appear highlighted green; change the match type to Exact
@Szetela

19. Google Display Network Negative Keywords
• Often seen when search ad groups are simply copied into Display
campaigns (including Remarketing campaigns)
• Negative keywords tell AdWords, “Don’t show my ad on any pages
that contain any of these words.”
• Causes very limited reach, since many relevant pages contain those
words
• Easiest fix – just delete negative Display keywords
@Szetela

20. Not Utilizing Conversion Tracking
Blooper #5

21. “I don’t know
how to place a
pixel on my
landing page!”
“I need my
webmaster to
access that”
Why don’t you have
conversion
tracking?!
@LarryKim

22. Bad conversion data
is worse
than no conversion data.
@LarryKim

23. @LarryKim

24. I get it,
Smart Conversions
are not for everyone!
@LarryKim

25. YOUR BEST VISITS
WILL BE TRANSLATED
INTO SMART GOALS
How Smart Goals Work…

26. You DIDN’T
Focus On Quality
Blooper #5

27. The most costly PPC
mistake is running
junk ads on terrible
keywords.
@LarryKim

29. @LarryKim

30. @LarryKim

31. Bad Quality Score?
You Pay!
@LarryKim

32. @LarryKim

33. @LarryKim

34. Blooper #5
The DKI Disaster
@LarryKim

35. @LarryKim

36. DKI Will Not
Produce
Unicorns!

37. @LarryKim

38. The Scenario
@LarryKim

39. @LarryKim

40. Blooper #6
You Won the
AdWords Jackpot
@LarryKim

41. AdWords Jackpot
NOT!
@LarryKim

42. @LarryKim

43. @LarryKim

44. I’ve Built a Unicorn
Detector!

45. These Emotions Make People Click!
@LarryKim

46. DISGUSTHAPPY SAD
ANGERSURPRISE FEAR
Write Emotionally Charged Ad Copy From
The Standpoint of a Chosen Persona
@LarryKim

47. Examples of Emotional Ad Copy
V2
V1
@LarryKim

48. Emotions Drive Calls Like Crazy!!!
@LarryKim

49. Try Emotional Triggers!

50. You’re Display Ads
Are Text Based
Blooper #7

51. Higher Display Ad CTR = Much Lower CPC
@LarryKim

52. Higher Display Ad CTR = Much Lower CPC
Yet, 67.5% of Display Ads are
actually just text,
no images!
@LarryKim

53. @LarryKim

54. @LarryKim

55. @LarryKim

56. Display Ad Builder!
@LarryKim

57. @LarryKim

58. Try Emotions in Display Ads too!
@LarryKim

59. You Aren't Focused
on Mobile
Blooper #8

60. @LarryKim

61. @LarryKim

62. @LarryKim

63. New Shopping Experiences
Image Carousel With
Detailed Info
Call or Get
Directions
Expandable
Product Card
Reviews
and Ratings
Local
Inventory Ads
@LarryKim

64. New Mobile Hotel Ad Experiences
Call or Get
Directions
Click to Book!
Ratings Info!
@LarryKim

65. Image Carousel With
Detailed Info
Image Carousel With
Detailed Info
Call or Get
Directions
New Automotive Ad Formats More
Likely to Inspire Actions
@LarryKim

66. Use Google to Get a Credit Card
Call or Get
Directions
Support for
Regional Banks
Compare Rates
@LarryKim

67. Expandable Product Card
Detailed
Reviews
Call
Local Agent
Compare and Buy Insurance Online
@LarryKim

68. Get A Mortgage Online
Find a
Mortgage
Latest Rates
Ratings
and Details
@LarryKim

70. Launch Poll

71. LIVE
Q&A
@LarryKim

72. @LarryKim