Pay-Per-Click Fundamentals
Illustration by Richard Downs

Troubleshooting common performance problems


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Troubleshooting common performance problems

Page Search has a lot of nooks and crannies that can get overlooked, or be difficult to get to behave the way we'd like. In this lesson, I run through a list of issues that I see most often when it comes to either running new accounts or trying to get a current account off the ground. Most of these apply to both Google and Bing. If not, I'll notate that as we go through the material. Mobile settings. This is an Ad Words problem. Impressions between desktop/tablets and mobile devices are uneven, and/or the mobile device setting isn't performing. If your site isn't mobile phone conversions friendly or simply doesn't look good on a mobile device, consider opting out of serving ads on mobile devices and select computers/tablets only.
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

Viewers: in countries Watching now:

Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Subject:
Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

Troubleshooting common performance problems

Page Search has a lot of nooks and crannies that can get overlooked, or be difficult to get to behave the way we'd like. In this lesson, I run through a list of issues that I see most often when it comes to either running new accounts or trying to get a current account off the ground. Most of these apply to both Google and Bing. If not, I'll notate that as we go through the material. Mobile settings. This is an Ad Words problem. Impressions between desktop/tablets and mobile devices are uneven, and/or the mobile device setting isn't performing. If your site isn't mobile phone conversions friendly or simply doesn't look good on a mobile device, consider opting out of serving ads on mobile devices and select computers/tablets only.

To opt out of mobile, you'll need to set the bid at negative 100%. You can't just uncheck a box. Yes. This is annoying. And it doesn't make a lot of sense. Rather, it makes no sense. But, by default, the mobile bid is the same as the computer's bid unless you designate otherwise. You can adjust this when setting up a new campaign when walking through the setup process. If the campaign is already created, navigate to the Settings tab of the campaign and click the Devices button. And then change the bid in the Bid Adjustment column to get it to negative 100%.

Unbalanced Ad Serving, so lets say one ad gets all the impressions or one add seems to be doing anything at all. Go into your campaign settings, and under delivery click the button from optimize to one of the ones for rotate options. By default, any new campaign automatically has the ad serving set to Optimize which means that Google is choosing based on CRT, which ad is the better ad to show and more often. If you're trying to conduct a test where you're trying to beat the other ad, you have to change to rotate, or it won't work. How about lots of clicks but no conversions. Let's say you're getting a lot of clicks, no conversions, and maybe a bounce rate of 90% or higher.

You want to check out your keyword list at the bottom. There's a plus box for negative keywords. If you don't have any in there, you're going to need to add some. Adding negative keywords lets you filter out unwanted traffic right off the bat. Or, one other thing you can do is change your match type from broad to phrase or exact. How about you're not getting enough impressions? There's two ways to fix this. If you're using phrase or exact match, try scaling back to modified broad or broad. Or if it's not a match type issue, try changing your delivery rate from standard to accelerated. So let's see what that looks like. Accelerated delivery. Open up the Campaign Settings and click Delivery Method.

Change the radio button to Accelerated. Accelerated delivery is a setting that will push your ad to show for all eligible impressions possible. Or until you run out of budget. Instead of parceling throughout the day, based on your budget. This is a great method to try when you've never hit your daily budget spend, yet have converting keywords you want to get more traffic to. Is broad match ever okay? Here's your problem, you're not really sure when to use broad match. I picked exact and phrase because I didn't want to waste any money and was being very cautious, like I said to do. Well, you can use broad match, but cautiously.

So use broad match on longer tail words, like words with three or more. And if you're geotargeting to a small area, you can move to a broad match. You're just moving to a smaller segment of the population, so a broad match won't hurt you nearly as much as if you were targeting for say an entire country. How about if you were targeting too small? So for example, speaking of geographic radiuses, maybe you set it to specific cities or too small of a radius, and you can't seem to get many impressions. I would suggest that you need to expand the area to one that is larger, even if it means including some spaces you don't serve. Often when we set geographic areas, we tend to set them pretty tightly trusting that Google will show to the right people and cut out those people on the fringe we don't want to see our ads.

The issue here is that the geotargeting functionality often isn't as robust or selective as we'd like. So try expanding your settings by a larger area, either by a metro, or a larger radius, and don't worry so much that someone in the neighboring suburb just out of your delivery area might see your ad. Or I have one last trick you can try, which is called negative geography. Using negative geography is where you try selecting a much larger area to show your ads and adding negative or excluded areas, basically working backwards. For example, I want to advertise to Washington state, in parts of Oregon.

I'm having a hard time getting impressions based on a metro or selected cities. Instead, I select the entire states of Washington and Oregon and then add the unwanted areas as negatives. This has worked like a charm for me. Time and time again. What if you see the warning, rarely shown due to quality score? Well, this is a Google-only problem, and it means that they aren't finding your keyword list relevant to what your ads and your landing page are offering. Check that your keywords match up with the same offers that your landing page and ad are advertising. Then check to see if the keywords in the list are closely related.

Chances are, this is an issue and you'll need to move out some of the low quality keywords either into a new ad group with a new ad and a more relevant landing page or pause or delete them. If you have a handful of keywords that don't have the quality score warning next to them, leave them in there continuing to run. This is a warning I see quite a bit, bid below first page. Do you need to bid more? Not necessarily. On Google AdWords, this means that you're meeting the minimum bid to show your ad. If you weren't, you'd be seeing a different message. If you would like a higher average ad position or more exposure, you need to increase your bid to the suggested amount to show on the first page of results.

If you aren't concerned with being on page one every time, you don't need to do anything. Infact, sometimes having a lower bid pays off. As other advertisers deplete their budget throughout the day, you haven't. Which means when they run out of money, you move up. Limited by budget. I keep seeing warnings about clicks I'm losing due to a limited budget. Should I increase it? Well, maybe. It depends entirely on what you're seeing in your AdWords account. Note that the warning is talking about clicks, not conversions. So let's take a look. Always review the warning first.

If you see that warning, click on it and see what the suggested new budget is and how many more clicks you might get for that amount. And make your decision there. Make sure that you know that these are statistics over the last seven days, which isn't a lot of time. And how much more they are estimating you'll pay in total cost. Sometimes it's too much. But if the campaign is important to you in performing, consider adding additional budget. There's also an opportunities tab where you can check out more suggestions like these in your account and make decisions from there. I highly recommend checking it out at least once a month, you'll never know what you can find in there.

And then in Bing ads, they have a similar system in the alerts area on the home screen, akin to the Google AdWords alert area. Simply click it and see what's happening in your account. The most common helpful report or alert that I find in Bing that wasn't addressed already in this lesson is the blocking negative keywords report. If you get overzealous in your additions of negative keywords and aren't careful with your match types, you can cause a conflict where you have a keyword that's being blocked from showing because you added a variation in the negative keyword list. Keep an eye out for that report. It'll pop up here if the occasion does.

And last but not least, if you're having an issue with your account, there are a lot of help forums out there where you can simply ask if anyone else is having the same issue free. There are also a lot of well educated PPC folks out there who love to help. And as mentioned in a previous lesson, there is a live customer service both for AdWords and Bing and it is definitely the kind of thing to call them for. They want to help you spend more money on their platforms. So don't be shy to pick up the phone and give them a call.

There are currently no FAQs about Pay-Per-Click Fundamentals.

 
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