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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar:
The 20 Minute PPC Work
Week
Tim Warner and Sam Boyd
August 8th 2013
Today’s Agenda
2
• Some shocking yet common problems we see in PPC accounts
• 5 guidelines for achieving success in Google...
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #20minppc in your Google+ status
updates,Twitter twe...
Speaker Introductions
4
• Tim Warner and Sam Boyd
– Search Strategy Team Managers
– 10+ Years experience Helping SMB’s
nav...
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 ever...
Poll Question 2: What's your biggest Time Sink in
PPC Management?
7
a) PPC Bid Management
b) Reporting & Analysis
c) Ad Te...
PPC Trivia!
5 Quick Questions about AdWords Accounts
1. How often do small businesses (spending
under $5k / month on AdWor...
PPC Trivia! (Continued)
2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?
...
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based...
What will you learn? http://www.wordstream.com/google-adwords
CONFIDENTIAL – DO NOT DISTRIBUTE 11
www.wordstream.com/googl...
CONFIDENTIAL – DO NOT DISTRIBUTE 12
50% of accts have
not been optimized in
30 days and 25% in
the last 3 months!
1 in 4 a...
CONFIDENTIAL – DO NOT DISTRIBUTE 13
The Average AdWords Account for
Small & Medium Businesses.
14
At WordStream, we’ve …
 Analyzed thousands of accounts.
 Talked to thousands of different users
 Shared findings wit...
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
CONFIDENTIAL – DO NOT DISTRIBUTE 20
Google Wants Advertisers to be Relevant
Relevancy
&
Quality
Score
How does Google keep...
CONFIDENTIAL – DO NOT DISTRIBUTE 21
How Quality Score is Calculated
Introducing the 20 Minute PPC Work Week!
22
Path To Success – The 20 Minute PPC Work Week
CONFIDENTIAL – DO NOT DISTRIBUTE 23
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 25
Summary: How to Make the Most of PPC Advisor
• Most Advertisers AdWords accounts are a disaster
• Review the 5 Habits of S...
Your Questions
28
Thank you for attending WordStream’s webinar on: The 20 Minute
PPC Work Week. #20minppc
Benchmark your a...
Webinar: The 20-Minute PPC Work Week - 8/8/13
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Webinar: The 20-Minute PPC Work Week - 8/8/13

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For more information visit www.wordstream.com

Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week — we'll show you how!

In this webinar, WordStream's Search Strategy Team Managers Tim Warner and Sam Boyd will show you:

- 5 guidelines for achieving success in Google AdWords
- How to make an impact on your PPC campaigns in less than half an hour per week!
- Some common problems we see in PPC accounts -- you'll be shocked!

After watching this webinar, you'll understand how to develop a consistent, effective plan of action for PPC.

Published in: Technology, Business
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Transcript of "Webinar: The 20-Minute PPC Work Week - 8/8/13"

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: The 20 Minute PPC Work Week Tim Warner and Sam Boyd August 8th 2013
  2. 2. 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
  3. 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions 4 • Tim Warner and Sam Boyd – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. 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!
  7. 7. 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
  8. 8. 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
  9. 9. 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…
  10. 10. • 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
  11. 11. What will you learn? http://www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 11 www.wordstream.com/google-adwords
  12. 12. CONFIDENTIAL – DO NOT DISTRIBUTE 12 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
  13. 13. CONFIDENTIAL – DO NOT DISTRIBUTE 13 The Average AdWords Account for Small & Medium Businesses.
  14. 14. 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. 15. 15 But the right tools, techniques and education can make it a LOT EASIER. 1. PPC is Hard…
  16. 16. 16 A little work every week on your AdWords campaigns can deliver big dividends. 2. You get what you put in…
  17. 17. 17 Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 3. Keep your PPC house clean
  18. 18. 18 Knowing what you want defines and simplifies your workflow. 4. You gotta have goals
  19. 19. 19 Give the searcher a direct link to what they are looking for 5. Succeeding in PPC is all about relevance
  20. 20. CONFIDENTIAL – DO NOT DISTRIBUTE 20 Google Wants Advertisers to be Relevant Relevancy & Quality Score How does Google keep this eco-system working? CustomersAdvertisers
  21. 21. CONFIDENTIAL – DO NOT DISTRIBUTE 21 How Quality Score is Calculated
  22. 22. Introducing the 20 Minute PPC Work Week! 22
  23. 23. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 23
  24. 24. Automated and Actionable Alerts Hours of Analysis done for you 20 minute workflow
  25. 25. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. 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 26
  27. 27. 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: Sam Boyd sboyd@wordstream.com Tim Warner twarner@wordstream.com http://twitter.com/twarner83
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