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The 20 Minute PPC

Work Week

Chad Larson, Search Strategy Team Manager, WordStream

Tim Warner, Search Strategy Team Manager, WordStream

December 12, 2013

Today’s Agenda

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• 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

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Meet The Experts!

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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!?

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• 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….

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Poll Question 1: How much time do you spend

doing PPC work every week?

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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?

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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?

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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?

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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)

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WordStream’s FREE

AdWords Performance Grader

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You could win…

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$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!

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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

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The Average AdWords Account for

Small & Medium Businesses.

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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

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But the right tools,

techniques and education can

make it a LOT EASIER.

1. PPC is Hard…

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A little work every week on your

AdWords campaigns can deliver

big dividends.

2. You get what you put in…

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Pause, fix or kill irrelevant,

underperforming keywords to

maximize ROI.

3. Keep your PPC house clean

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Knowing what you want

defines and simplifies your

workflow.

4. You gotta have goals

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Give the searcher a direct link

to what they are looking for

5. Succeeding in PPC is all about

relevance

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How Quality Score is Calculated

Introducing the 20 Minute PPC Work Week!

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Path To Success – The 20 Minute PPC Work Week

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Automated and

Actionable Alerts

Hours of Analysis

done for you

20 minute workflow

Path To Success – The 20 Minute PPC Work Week

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PPC Reporting

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Landing Page Creation & Lead Tracking

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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.

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Special Offers!

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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

Your Questions

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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

clarson@wordstream.com

Tim Warner

twarner@wordstream.com