Published on August 8, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: The 20 Minute PPC Work Week Tim Warner and Sam Boyd August 8th 2013
Today’s Agenda 2 • Some 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
Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc. 3
Speaker Introductions 4 • Tim Warner and Sam Boyd – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans
Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
Poll Question 1: How much time do you spend doing PPC work every week? 6 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!
Poll Question 2: What's your biggest Time Sink in PPC Management? 7 a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research
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? CONFIDENTIAL – DO NOT DISTRIBUTE 8 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
PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? CONFIDENTIAL – DO NOT DISTRIBUTE 9 Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever…
• 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) 10 Grade Yourself! http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords
What will you learn? http://www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 11 www.wordstream.com/google-adwords
CONFIDENTIAL – DO NOT DISTRIBUTE 12 50% of accts have not been optimized in 30 days and 25% in the last 3 months! 1 in 4 accounts have zero negative keywords. Low Quality Scores wreak havoc on campaign performance
CONFIDENTIAL – DO NOT DISTRIBUTE 13 The Average AdWords Account for Small & Medium Businesses.
14 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! 5 Things that we know to be true about achieving AdWords Success
15 But the right tools, techniques and education can make it a LOT EASIER. 1. PPC is Hard…
16 A little work every week on your AdWords campaigns can deliver big dividends. 2. You get what you put in…
17 Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 3. Keep your PPC house clean
18 Knowing what you want defines and simplifies your workflow. 4. You gotta have goals
19 Give the searcher a direct link to what they are looking for 5. Succeeding in PPC is all about relevance
CONFIDENTIAL – DO NOT DISTRIBUTE 20 Google Wants Advertisers to be Relevant Relevancy & Quality Score How does Google keep this eco-system working? CustomersAdvertisers
CONFIDENTIAL – DO NOT DISTRIBUTE 21 How Quality Score is Calculated
Introducing the 20 Minute PPC Work Week! 22
Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 23
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 25
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 26
Your Questions 28 Thank you for attending WordStream’s webinar on: The 20 Minute PPC Work Week. #20minppc 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: Sam Boyd firstname.lastname@example.org Tim Warner email@example.com http://twitter.com/twarner83
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