CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: The 20 Minute PPC Work Week

Chad Larson and Tim Warner

December 13th 2012

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

• Chad Larson & Tim Warner

– Search Strategy Team Managers

– 10+ Years experience Helping SMB’s navigate the search marketing landscape

– WordStream Certified

– AdWords Certified

– Boston Sports Fans

– Proud Father (Tim)

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

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?

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

The Average AdWords Account for

Small & Medium Businesses.

• 5 Things we know to be true about AdWords Success

• A solution for the AdWords Issues you may be

experiencing: The 20 Minute PPC work week!

Answers to this train wreck?

13

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

How Google made $37 Billion and the fragile PPC eco-system

CONFIDENTIAL – DO NOT DISTRIBUTE 20

Relevancy &

Quality Score

How does Google keep this eco-system working?

Advertisers

Customers

How Quality Score is Calculated & How it

Impacts AdRank and CPC

21

Introducing the 20 Minute PPC Work Week!

22

Path To Success – The 20 Minute PPC Work Week

CONFIDENTIAL – DO NOT DISTRIBUTE 23

Path To Success – The 20 Minute PPC Work Week

CONFIDENTIAL – DO NOT DISTRIBUTE 24

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 it takes me more than 20 minutes to the task in the work week?

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

• 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

CONFIDENTIAL – DO NOT DISTRIBUTE 27

Automated Actionable Alerts

Simplified 20 minute workflow

Powerful tools for more advanced

users

Premier PPC Consulting

Dedicated Google Certified Rep

Expert advice from a human when

you need it!

What makes WordStream different?

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: Chad Larson

clarson@wordstream.com

http://twitter.com/clarson82

Tim Warner

twarner@wordstream.com

http://twitter.com/twarner83