Published on December 10, 2013
Larry Kim, Founder/CTO, WordStream Perry Marshall, Founder, PerryMarshall.com December 10, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
Today’s Agenda How The 80/20 Principal Works and Why Applying the lessons of 80/20 to AdWords Campaign Management Q & A @larrykim, @perrymarshall
Speaker Introductions • Perry Marshall – Author of the most popular AdWords book in the world. – #1 author and world’s most-quoted consultant on Google Advertising – Published thousands of articles on sales, marketing and technology • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Provider of 20 Minute PPC Work Week and AdWords Grader – #1 PPC Expert According to PPC Hero! @larrykim, @perrymarshall
Take Part in Live Blogging on Twitter / Google+ Include the hashtag #perrymarshall in your Twitter tweets, Google+ status updates, etc. @larrykim, @perrymarshall
Let’s learn a little about you…. @larrykim, @perrymarshall
Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years @larrykim, @perrymarshall
Live-Poll Question Besides PPC, what other types of marketing channels do you utilize? (select all that apply) a) SEO b) Email c) Affiliate Marketing d) Social Media e) Mobile @larrykim, @perrymarshall
80/20: THEE #1 Principle of Sales, Marketing & Business Perry Marshall, Author of Ultimate Guide to Google AdWords Ultimate Guide to Facebook Advertising 80/20 Sales & Marketing
Page 14... my mind set on fire!
How accurately does 80/20 predict stuff?
SWA & Fortune 500
Population of Cities in USA
Donations to a Church
Dairy Output of Wisconsin Counties
How You Find Superstars Flickr/matthewstraubmull er Flickr/gregp c
Even my tiny business matched the pattern! • 1 $10,000 Client • 10 $1,000 buyers • 1,000 Leads • 10,000 Visitors
A Very Strange Day
Epiphany #1: Everybody’s Counting The Wrong Stuff. Science Test
Science Ability =“Horsepower ”
“What’s AVERAGE” is the WRONG question. • The RIGHT question is: “Who are the superstars? And how super are they?!”
The Principle of the $2,700 Espresso Machine • For every 10,000 $1.40 cups of coffee, you will sell one $2,700 espresso Machine!
My Life of Misery Flickr/tim g photography
Suddenly, everything changed!
Company I Worked For Sold for $18 Million
Now I knew how to rack the shotgun! • When you know how to get customers, you never go hungry
80/20 in Google AdWords
$10, $100, $1,000 or $10,000 Per Hour?
Even a $20/hour person makes $1,000/hour at least 1 minute per day! flickr/kheel_center_corne ll
• 80/20 Sales & Marketing • $7 www.sell8020.com
Applying the 80/20 Principal to AdWords Campaign Management @larrykim, @perrymarshall
What to Focus On in AdWords? • Top 4 campaigns (19%) = 78.8% of Spend • Top 1 campaign (4.7%) = 31% of Spend @larrykim, @perrymarshall
Where do conversions come from? • 68.4% of conversions from 19% of campaigns • 21.5% of conversions from 4.7% of campaigns • Not the same as the high spending campaigns @larrykim, @perrymarshall
Takeaways – Where to Optimize • Focus on Big Spending Campaigns with worst average CPA’s. @larrykim, @perrymarshall
Typical Campaign Spend Distribution • 86% of spend came from 20% of keywords • 92.2% of conversions came from 20% of keywords • Again different keywords had wildly different performance @larrykim, @perrymarshall
Takeaways – Keyword Expansion • Test out many keywords since many get very little volume • Watch high spending keywords closely, keep winners, delete losers • Delete keyword clutter @larrykim, @perrymarshall
Ad Text Testing • Same Story – 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions • But CPA, CTR, and Conversion Rates vary @larrykim, @perrymarshall
Takeaways – Ad Testing • Prioritize ads with the most impressions with below average conversion or CTR metrics • Periodically delete and replace the “worst ad” with a new ad! • Or … Write 50 Ads, one will be a winner! @larrykim, @perrymarshall
Landing Page Optimization • 20% of Ad Groups are 85.6% of the clicks • CPA, CPC, CTR all over the place @larrykim, @perrymarshall
Takeaways – Landing Page Optimization • Not every ad group requires dedicated Landing Page • Prioritize high traffic Ad Groups (without dedicated landing pages) with below-average CPA or Conversion Rates • Or… a few number of Landing Pages better be Amazing, the rest can be “Good Enough” @larrykim, @perrymarshall
80/20 Rule for PPC Management Effort @larrykim, @perrymarshall
What Does it All Mean? • 80/20 Applies to AdWords Campaign Management – Millions of possible things to do – Some generate huge impact, others are negligible • How You Spend Your Time Matters – – – – – Keyword Expansion Keyword Deletion Ad Text Optimization Landing Page Optimization Etc.
Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords @larrykim, @perrymarshall
WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial @larrykim, @perrymarshall
New: Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial @larrykim
Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor including a PPC audit from a certified AdWords Expert b) Nothing at the moment @larrykim, @perrymarshall
Your Questions Thank you for attending WordStream & Perry Marshall’s webinar! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Get Perry’s 80/20 book for 1 penny! http://www.sell8020.com Or contact us directly: Larry Kim firstname.lastname@example.org http://twitter.com/larrykim Perry Marshall email@example.com http://twitter.com/perrymarshall @larrykim, @perrymarshall
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For more information, visit www.wordstream.com Are you familiar with the 80/20 rule? It means that 80% of your results come from 20% of your work.
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