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Webinar: The 20 Minute PPC

Work Week

Larry Kim, Founder, CTO

April 12, 2012

Agenda

• Some shocking yet common problems we see in

PPC accounts

• 7 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

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Speaker Introduction

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• Larry Kim

– Founder, CTO, WordStream, Inc.

– +10 Years in Search Marketing (PPC + SEO)

– WordStream is a Leading Provider of PPC Management Software & Services

My Contact info:

• Twitter: larrykim

• Google+:https://plus.google.com/103535742941088310823

• lkim@wordstream.com

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 creation / 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…

PPC Trivia! (Continued)

3. What percentage of AdWords

accounts use Conversion Tracking?

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Answer:

• Less than 50% of advertisers have

Conversion Tracking on. That means

they don’t know what’s working.

Where does all this AdWords data come from?

• AdWords Performance Grader from WordStream

• Free Instant Audit of Your AdWords Account

• Shows you 8 things you can do in your AdWords

Account Now!

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http://www.wordstream.com/google-adwords

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The Average AdWords Account for

Small & Medium Businesses.

• 7 Things we know to be true about AdWords Success

• A solution for the AdWords death spiral: The 20

Minute PPC work week!

What can be done about this train wreck?

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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 7 things

you need to know!

7 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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Figure out what people want

and give it to them.

3. Succeeding in PPC is all about

relevance

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Pause, fix or kill irrelevant,

underperforming keywords to

maximize ROI.

4. Keep your PPC house clean

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Knowing what you want

defines and simplifies your

workflow.

5. You gotta have goals

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Test and iterate, but don’t let

the perfect be the enemy of

the good.

6. Avoid analysis paralysis.

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Spend time with your family,

support the arts, wear

sunscreen, etc.

7. Reward yourself – take a day off!

Introducing the 20 Minute PPC Work Week!

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Time Task

Min

0 - 1

Check Bids & Budget

- Raise bids on good performing keywords, lower on poorly

performing keywords.

Min

2 - 4

Pause Poorly Performing Keywords

- Look for keyword outliers with below average ROI and/or

Quality Scores and dump them

Min

5 - 9

Do Keyword Research

- Add promising looking keywords to your account

- Negate keywords that aren’t relevant to your business.

- Experiment with more restrictive keyword match types

Min

10 - 13

Ad Text Optimization

- Throw out (at least) your worst 2 ads and replace them

with 2 or more new ones. Try out new ad extensions, etc.

Min

15 - 18

Improve Campaign Relevancy

- Split-up your biggest, most bloated adgroup into 2 smaller,

more targeted ones, or, come up with an idea for a better

landing page offer.

- Try to come up with at least 1 more-targeted ad group or

landing page offer every month.

Min

19 - 20

PPC Reporting

- Brag to your boss (or your client). Create a report and send

it out to let them know about the work you’re doing.

- Set a goal for next month!

Path to Success: WordStream’s 20 Minute PPC Work Week

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Check Bids & Budgets (Minute 0-1)

• Before:

– Analyze account performance (ROAS, CPA, etc.)

– Determine statistical significance

– Determine which keywords to raise and lower bids on

and by how much

• Analyze keyword competition

• Simulate changes

– Validate the changes

– Total Time Taken: Numerous Hours / Week

Neg. Keyword Research (Keyword Research - Min 5-9)

• Before:

– Brainstorm words that your keywords might

accidentally trigger.

– Analyze account history looking at every click and

search query to figure out if it was relevant or not.

– Set the Negative Keywords

– Total Time Taken: (Forever)

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Keyword Expansion (Keyword Research - Minutes 5-9)

• Use Keyword Suggestion Tools to figure out new keyword opportunities that you may be missing out on

• Review your Search Query Data to uncover promising keywords that you’re broad matching to.

• Determine if the new keyword idea is worth adding or not

• Determine where to place the new keyword

• Make sure the addition of the keyword won’t break anything

• Total Time Taken: Numerous Hours / Week - Forever

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Review Costly Keywords (Minutes 2-4)

• Before:

– Review the most costly, underperforming keywords in

your account

– Determine statistical significance

– Determine if they can be fixed or if you should pause

them (to try out different keywords)

– Total Time Taken: 1 Hour / week

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Will the 20-minute PPC work week really work for me?

• Is 20 minutes / week enough time?

• What if I have more than 20 minutes of issues in my account?

• What if I can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes?

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Summary: How to Make the Most of PPC Advisor

• Most Advertisers AdWords accounts are a disaster

• Review the 7 Habits of Successful PPC Marketers

• Think of PPC campaign work as a recurring weekly

task.

– (You actually have to do something in your account

every week)

• WordStream PPC Advisor enables the 20 minute

PPC Work Week, an impactful PPC workflow for

managing AdWords accounts

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Poll Question 1

• Question 1: Would you like a personalized demo to

see how the 20 Minute PPC work week can work for

you?

– Yes.

– No thank you. I’d prefer to work +40 hours / week on

PPC :)

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Your Questions

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Thank you for attending our

webinar on: The 20 Minute

PPC Work Week!

Next Steps:

• Free Trial

• Request a Demo

• Grade your AdWords Account

for Free

http://www.wordstream.com/try