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

13

14

15

Sign in securely through Google

16

Accept WordStream one time

read only access. Note: This

connection is securely through Google.

17

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

clarson@wordstream.com

Tim Warner

twarner@wordstream.com