@john_a_lee #smx #21A How To Fix A Paid Search Campaign In A Rut PRESENTED BY JOHN A. LEE MANAGING PARTNER – CLIX MARKETING SMX EAST – OCTOBER 1, 2014
Nov 18, 2014
@john_a_lee #smx #21A
How To Fix A Paid Search Campaign In
A Rut
PRES ENT ED BY J OHN A . L E E
MANAG ING PARTNER – C L I X MARK E T I NG
SMX EA S T – O C TOBER 1 , 2 0 1 4
@john_a_lee #smx #21A
Who the Heck Is This Guy? Managing Partner – Clix Marke;ng
Digital Adver;sing Geek ◦ Emphasis on “Geek”
Prior Sentences Served: ◦ Hanapin Marke;ng ◦ Wordstream
Writer: ◦ Search Engine Watch, The SEM Post, ClickZ, Clix Marke;ng Blog, Acquisio Blog, PPC Hero
Speaker: ◦ SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search
@john_a_lee #smx #21A
Triage Your PPC Campaigns Like House M.D. BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN
@john_a_lee #smx #21A
The House Method of PPC Triage
Be miserable.
Secure the sickest, most bizarre PPC campaign.
Yell at your boss or client about it.
Assign all of the hard work to someone else.
Complain about that, too. Loudly.
Have a moment of genius.
Fix the PPC campaign.
Take all the credit.
Go back to being miserable.
@john_a_lee #smx #21A
@john_a_lee #smx #21A
Why Might You Need Triage? BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN
@john_a_lee #smx #21A
Ruts vs. Grooves You BeVa Recognize! RUT
Blind to performance, compe;;ve and industry changes.
Op;miza;on check list is the same every week, every month.
Incapable or unwilling to try new things.
GROOVE
Performance is just OK, and everyone’s fine.
All is well. Communica;on takes a backseat.
New features and channels are irrelevant.
@john_a_lee #smx #21A
Wearing Blinders
Client seems happy.
Campaign is almost achieving goal.
No one knows this account like me.
Everybody lies. So does the data. And you.
@john_a_lee #smx #21A
Performance Plateau
Performance is good, not great.
Clicks, conversions and sales are the same no mader the op;miza;on.
Threw every trick in the book at these campaigns.
Is this as good as it gets? Probably not.
@john_a_lee #smx #21A
The Infinite Repeat Increase bids. Conversions go up? Nope. Increase bids.
Keywords + Ads = PPC. Landing pages are someone else’s job!
Google AdWords. What is this “Bing” you speak of?
“Insanity: doing the same thing over and over again and expec;ng different results.”
-‐ Albert Einstein
@john_a_lee #smx #21A
Rela[onship Fric[on
Unrealis;c expecta;ons. Missed mee;ngs.
ANGRY EMAILS.
Healthy PPC campaigns require healthy client / boss rela;onships.
@john_a_lee #smx #21A
How Do You… Break a Groove?
Get Out of a Rut?
Step Up to Improve Performance?
@john_a_lee #smx #21A
Cut to the Chase: Get on with the Diagnosis BREATHING NEW LIFE INTO A TIRED PAID SEARCH CAMPAIGN
@john_a_lee #smx #21A
Wink, wink. Nudge, nudge. (Hint: His name is Dr. Chase.)
@john_a_lee #smx #21A
Campaign Audits
Find an audit format that works for you. hdp://www.ppchero.com/the-‐complete-‐ppc-‐account-‐audit-‐guide/
hdp://bit.ly/10minuteaudit
Audit with a purpose.
Have a plan in place to execute on your findings.
@john_a_lee #smx #21A
2 Minds Are BeVer Than 1
Have someone else gut check your work.
Schedule reviews to get feedback regularly.
Be open to new ideas.
@john_a_lee #smx #21A
Change Account Managers
Suppor;ng cast v2.0! If you can’t improve performance or see the forest for the trees… change account managers.
In house? Trade campaigns or op;miza;on roles/responsibili;es.
@john_a_lee #smx #21A
Recharge With New Op[miza[ons and Tests
Try new features.
Try new channels (Bing Ads! Facebook!)
Do your keyword, placement or audience research… again.
Brainstorm new ideas and test, test, test.
@john_a_lee #smx #21A
Have a Heart to Heart
Check in with your client or decision makers. Proac;vely call or visit if necessary.
Regularly review and revise goals.
Don’t ignore poor performance or missed deadlines. Be honest.
Push for two-‐way transparency. #themoreyouknow
@john_a_lee #smx #21A
Dr. House Always Solves the Case… Will you?
@john_a_lee #smx #21A
Thank You!
Have Ques;ons? @john_a_lee
john@clixmarke;ng.com
www.clixmarke;ng.com