Mike Mancini with PPC Video Training.com. Today we're going through our
wasted ads spreadsheet. Now this spreadsheet is set up so where you can
go into your campaign and enter in a few statistics from that campaign into
the spreadsheet and it'll give you an idea of
where your money is being wasted. There's a lot of campaigns that we go into and,
as we're auditing them, we find that they have hundreds and hundreds and hundreds
of keywords (maybe they're only spending one or two hundred dollars a
month) and they're wasting a lot of money in that campaign. Two keywords that maybe
aren't converting, or maybe they're only getting one or two clicks in their
lifetime. We're trying to show you how to weed out your campaigns to really
only be advertising those keywords to those areas that you are making money
from. This is just a very quick spreadsheet to give you an idea of what
you could go through and just how much money you are wasting in different parts
of your campaign. Now below this video ,in the video description, you can go ahead
and click a link in there and you can go down and get our wasted ad spend
worksheet, and you can get that for free. So go ahead and do that right now and
then we'll get started in the video.
All right, so this video I know we touched on it a lot but I want to give
you one last example of what wasted ad spend can do to a campaign or how to
figure it out calculator values are in orange so make
sure you don't change those those little calculate as you fill this out so go to
your campaign now go you can do a year you can do six months you can do three
months whatever you want to do I would suggest before you know go back to
before you started using this using what we're talking about using our lessons or
before you really started optimizing so we've worked with this company for a
while but we're gonna say 2015 this campaign whether it was already running
for them and we want to give you an idea of the wasted ad spend in that campaign
alright so go to the campaign and the cost of the campaign throughout that
time period we're just using 2015 as an example was 53 3779 go ahead and fill
that in creaky 337 79 keywords with at least one impression so you want to
click on the campaign that you're working on and click on keywords once
there click on impressions sort it by the most impressions at the top click
the top keyword and scroll all the way down now if it stops because you aren't
showing enough keywords or because you have a limit you can scroll down to the
bottom and you can say show rows up to 500 so you know if it's only showing ten
at a time go and make sure that this one has five hundred and seven we're just
which is fine but if you're on the show in ten rows make sure you're showing all
the rows okay but click on the keyword the top keyword remember was sorted by
impressions and scroll down until you see where a keyword does not have any
impressions at all you can see it stops showing impressions here and then hold
shift and click on that now you see all of these keywords are highlighted with
the check mark and you can see 215 were selected keywords with at least one
impression 250 now I want you to go back to the top
unhighlight all these and click on clicks sort by clicks click on the top
keyword scroll down till you can see that they stopped getting clicks and
that is right here I hold down shift and then I click on that so I'll have it's
all of them and you can see a hundred and thirty seven keywords so one hundred
and thirty-seven keywords got clicks 215 got impressions so now let's go to
conversions go and sort by conversions
but you can see up here at the top total conversions was 46 during that time
period now this may not include phone calls or anything else but we're just
using this as an example keywords producing conversions so I want you to
clear those out click on that top keyword they've got 19 conversions and
the scroll down to where they stop getting conversions shift and I'll click
on that and we see only 12 keywords got conversions
now the keyword costs for all conversions what I did was I added up
this number 1000 109 plus 1116 plus all of these numbers down to here and
because those are the only ones that got conversions and my total came out to
twenty-seven hundred and fifty six dollars and 67 cents so what this shows
you is the keywords that were producing conversions only five percent of the
keywords produce conversions that means that two hundred and three of those
keywords we're getting might have gotten clicks but they didn't produce anything
so that means you have two hundred and three keywords that were wasting your
advertising spend ninety-four percent of your keywords are wasting your
advertising spend that means twenty-five hundred dollars
the 53:37 wasted money the percentage forty eight percent forty
percent of all of the clicks did not turn into conversions this is not to
make you feel bad this is not to make you feel dumb
this is just to show a point now I'm not saying go and scrape out all the twelve
of those keywords but it gives you an idea just how few keywords will produce
conversions you don't need to have a million keywords in a campaign to have
it run effectively now just imagine if you would have put this waste twenty
five hundred dollars a wasted ad spend into these twelve keywords how many
conversions you might have so this is just a tool once again this will
sometimes really make you cringe when you look at it and it's just show you
that you're in the right spot you you don't want this to happen anymore so you
want to make sure that you're keeping an eye on this and making changes so that
this number is as low as it possibly can be another thing to keep in mind is the
80/20 rule now 80% of your conversions will come from 20% of your keywords now
this might not be 100% accurate but as a generalization it does follow through
with pretty much any campaign that we have we could have a hundred keywords in
there but about approximately 20 of them are the only ones making a conversion so
keep that in mind like I just said before we're don't want to go in and
scrape 80 of those keywords out because over time they may prove to be
beneficial but one thing you need to also understand is over time people's
search tendencies will change a couple of years ago we used to find campaigns
where people were searching for pest control and they would put in a zip code
now people are certain not necessarily searching for those they still do
sometimes but more people are searching with the keyword that says pest control
near me so those will change so keep an eye on your search terms keep an eye on
keywords that maybe used to be converting but aren't
more and watch out for that once again this is a guideline this is just to give
you an idea of where you can go through and start looking and making some
changes in your campaign thanks so much for watching our video if you enjoyed it
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