Published on September 12, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: The 20 Minute PPC Work Week Tim Warner and Chad Larson September 12th 2013
Today’s Agenda 2 • 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! Include the hashtag #20minppc 3
Bonus Offer for Attendees 4 We will have a random drawing after the webinar for the chance to win a signed copy of Perry Marshall’s new book, “80/20 Sales & Marketing: The Definitive Guide to Working Less & Making More” “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” - Entrepreneur Magazine
Meet The Experts! 5 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
Who Is WordStream!? 6 • 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
Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 7
Poll Question 1: How much time do you spend doing PPC work every week? 8 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? 9 a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research e) Landing Page Optimization
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 10 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 11 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) 12 Grade Yourself! http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords
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18 1. Wasted Spend 2. Quality Score 3. Impression Share 4. Click Through Rate 5. Account Activity 6. Long-Tail Keyword Optimization 7. Text Ad Optimization 8. Mobile 9. Landing Page Optimization Your free report contains actionable insight on 9 key paid search areas including…
CONFIDENTIAL – DO NOT DISTRIBUTE 19 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 20 The Average AdWords Account for Small & Medium Businesses.
21 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
22 But the right tools, techniques and education can make it a LOT EASIER. 1. PPC is Hard…
23 A little work every week on your AdWords campaigns can deliver big dividends. 2. You get what you put in…
24 Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 3. Keep your PPC house clean
25 Knowing what you want defines and simplifies your workflow. 4. You gotta have goals
26 Give the searcher a direct link to what they are looking for 5. Succeeding in PPC is all about relevance
CONFIDENTIAL – DO NOT DISTRIBUTE 27 How Quality Score is Calculated
Introducing the 20 Minute PPC Work Week! 28
Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 29
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 31
PPC Reporting CONFIDENTIAL – DO NOT DISTRIBUTE 32
Landing Page Creation & Lead Tracking CONFIDENTIAL – DO NOT DISTRIBUTE 33
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. 34
Your Questions 35 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 firstname.lastname@example.org Tim Warner email@example.com
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