Published on December 12, 2013
The 20 Minute PPC Work Week Chad Larson, Search Strategy Team Manager, WordStream Tim Warner, Search Strategy Team Manager, WordStream December 12, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
Today’s Agenda • • • • Shocking yet common problems we see in PPC accounts 5 guidelines for achieving success in Google AdWords Introducing the 20-Minute PPC Work Week How to make the most of WordStream’s PPC Advisor and the 20-Minute PPC Work Week 2
Take Part In Live Blogging! Include the hashtag #20minppc 3
Meet The Experts! Tim Warner and Chad Larson – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans 4
Who Is WordStream!? • Search Marketing software company founded in 2007 located in Boston, MA • #184 fastest growing private company in the US • Winner of best Customer Engagement Driver Award from MITX in 2012 • Leading provider of PPC Advisor (PPC Management Platform) and the award winning free AdWords Performance Grader • WordStream’s PPC tools make campaigns more organized and profitable 5
Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 6
Poll Question 1: How much time do you spend doing PPC work every week? a) I'm supposed to do work in my PPC account every week? b) < 1 hour / week c) 1-10 hours / week d) 10-39 hours / week e) +40 Hours / week - it's my full time job! 7
Poll Question 2: What's your biggest Time Sink in PPC Management? a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research e) Landing Page Optimization 8
PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies & advertisers score the same CONFIDENTIAL – DO NOT DISTRIBUTE 9
PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… CONFIDENTIAL – DO NOT DISTRIBUTE 10
WordStream’s FREE AdWords Performance Grader • Baseline your performance • 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) 11
CONFIDENTIAL – DO NOT DISTRIBUTE 12
You could win… $25,000 in Google AdWords budget 1 year FREE subscription to WordStream's PPC Advisor Software 1 year FREE subscription to Constant Contact email marketing Plus, we'll be giving out nine Nexus 7 tablets to contest entrants along the way! CONFIDENTIAL – DO NOT DISTRIBUTE 13
1 in 4 accounts have zero negative keywords. 50% of accts have not been optimized in 30 days and 25% in the last 3 months! Low Quality Scores wreak havoc on campaign performance CONFIDENTIAL – DO NOT DISTRIBUTE 14
The Average AdWords Account for Small & Medium Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 15
5 Things that we know to be true about achieving AdWords Success At WordStream, we’ve … Analyzed thousands of accounts. Talked to thousands of different users Shared findings with our partners @ Google We summarized the findings into just 5 things you need to know! 16
1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 17
2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 18
3. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 19
4. You gotta have goals Knowing what you want defines and simplifies your workflow. 20
5. Succeeding in PPC is all about relevance Give the searcher a direct link to what they are looking for 21
How Quality Score is Calculated CONFIDENTIAL – DO NOT DISTRIBUTE 22
Introducing the 20 Minute PPC Work Week! 23
Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 24
Automated and Actionable Alerts Hours of Analysis done for you 20 minute workflow
Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 26
PPC Reporting CONFIDENTIAL – DO NOT DISTRIBUTE 27
Landing Page Creation & Lead Tracking CONFIDENTIAL – DO NOT DISTRIBUTE 28
Summary: How to Make the Most of PPC Advisor • Most Advertisers AdWords accounts are a disaster • Review the 5 Habits of Successful PPC Marketers • Importance of Quality Score • Think of PPC campaign work as a recurring weekly task. • WordStream PPC Advisor enables the 20 minute PPC Work Week, an impactful PPC workflow for managing AdWords accounts • NEW: PPC Reporting, Landing Page Creation, and Lead Tracking. 29
Special Offers! A. Live demo of WordStream’s PPC Advisor B. Get a 1-on-1 AdWords Grader walk-through with a PPC expert C. Nothing at the moment 30
Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Chad Larson email@example.com Tim Warner firstname.lastname@example.org 31
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