The 20 Minute PPC Work Week

JOIN THE CONVERSATION ON TWITTER

#PPC20

@WordStream

MEET THE EXPERTS

Tim Warner, Director of Sales

o 9+ years of PPC experience

oCertified AdWords Professional

Sam Boyd, Director of International Sales

Certified AdWords Professional

4+ years search marketing experience

TODAY’S AGENDA

Shocking yet common problems we see in PPC accounts

6 steps to achieve success in Google AdWords

How to improve your PPC performance in only 20-minutes each week

Q&A: Send us your questions!

LET’S LEARN A LITTLE ABOUT YOU…

? ? ?

HOW MUCH TIME DO YOU SPEND ON PPC EACH WEEK?

a) I'm supposed to do work in my PPC account every week?

b) Less than 1 hour per week

c) 1-10 hours per week

d) 10-39 hours per week

e) 40+ hours per week – it’s my full time job!

WHAT’S YOUR BIGGEST TIME SUCK IN PPC MANAGEMENT?

a) PPC bid management

b) Reporting & analysis

c) Ad text authoring

d) Keyword research / negative keyword research

e) Landing page optimization

ADWORDS PERFORMANCE GRADER

Baseline your AdWords performance

Free, instant PPC audit in under a minute

Grade your AdWords account performance

based on 10 key paid search metrics

Compare how you’re doing against other

accounts of similar size (monthly spend)

www.wordstream.com/google-adwords

WE HAVE DEEP INDUSTRY INSIGHTS

50% of accounts

have not been

optimized in 30

days & 25% in the

last 3 months!

Low Quality

Scores wreak

havoc on

campaign

performance

1 in 4 accounts

have zero

negative

keywords

We’ve Graded $9 Billion in Ad Spend

THE HARSH REALITY

The average AdWords account for small and medium businesses is a train wreck

HOW ARE YOU APPROACHING PPC?

a) I work towards specific goals

b) I track results

c) I analyze my data

d) I focus on optimizing my campaigns

e) All of the above

6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS

SUCCESS

Strategy

Track Results

Analyze Data

Optimize Data

Multiple Channels

3rd Party Tools

TRACK WHAT’S WORKING

50% of SMBs aren’t tracking conversions!

TRACK

RESULTS

GET THE WHOLE PICTURETRACK

RESULTS

BE RELEVANTOPTIMIZE

DATA

ANALYZE

DATA

RELEVANCY& QUALITY

SCORE

ADVERTISERS CUSTOMERS

QUALITY SCORE MEASURES RELEVANCYOPTIMIZE

DATA

ANALYZE

DATA

65

BAD POOR GREAT!

21 3 4 7 8 9 10

Raise your Ad Rank

Higher Quality Scores:

Increase your Impressions

Lower your CPC

Billions of Searches

Everyday…

Up to 20% are Unique

HOW QUALITY SCORE IS CALCULATEDOPTIMIZE

DATA

ANALYZE

DATA

Quality Score

60% CTR25% Ad text

relevancy

10% Landing

page qualityIncreases your CTR

Improves Quality Score

Lowers your CPC

Relevant Ad text:

5% Other factors

(Adwords History,

LP Bounce rate)

QUALITY SCORE IMPACTS YOUR CPCOPTIMIZE

DATA

ANALYZE

DATA

10

9

8

7

6

5

4

3

2

1

- Google Benchmark

6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS

SUCCESS

Strategy

Track Results

Analyze Data

Optimize Data

Multiple Channels

3rd Party Tools

How to Improve Your

PPC Performance In Only

20-Minutes Per Week

20-MINUTE WORK WEEK3RD PARTY

TOOL

3RD PARTY

TOOL

KNOW HOW YOU’RE PERFORMING3RD PARTY

TOOL

FACEBOOK MADE EASYMULTIPLE

CHANNELS

Drive relevant traffic

to your site through

Google AdWords

97% of traffic

doesn’t convert

initially!

SUMMARY

Most AdWords accounts are a train wreck

Review the 6 steps you need to take in order to be successful in PPC

You must check on your account every week

WordStream Advisor now fully supports Facebook advertising, meaning

you can manage your paid search (yes, Google & BING) and paid social

campaigns from a single, centralized dashboard.

SPECIAL OFFERS

a) Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

b) 1-1 AdWords Assessment with AdWords Certified Consultant

c) I don’t need help with my PPC

THANK YOU

Tim Warner, Director of Sales

[email protected]

Sam Boyd, Director of International Sales

[email protected]

Benchmark your AdWords account today!

www.wordstream.com/google-adwords