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20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
20 Minute PPC Work Week
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20 Minute PPC Work Week

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Shockingly common PPC problems revealed by Larry Kim and how to achieve Google AdWords success by following just 7 simple guidelines and 20 minutes a week focused on PPC.

Shockingly common PPC problems revealed by Larry Kim and how to achieve Google AdWords success by following just 7 simple guidelines and 20 minutes a week focused on PPC.

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  • 1. Webinar: The 20 Minute PPCWork WeekLarry Kim, Founder, CTOFeb 22, 2012Twitter: #20MinPPC
  • 2. Take Part in Live Blogging! #20MinPPC• Include the hashtag #20MinPPC in your Twitter tweets,etc. 2
  • 3. Agenda• Some shocking yet common problems we see in PPC accounts• 7 guidelines for achieving success in Google AdWords• The 20-Minute PPC Work Week• How WordStream’s PPC Advisor increases PPC efficiency & performance 3
  • 4. Let’s learn a little about you…. 4
  • 5. Quick Poll #1How long have you been involved with SearchMarketing?o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years 5
  • 6. Quick Poll #2How would you describe your Search Marketingresults? o I’m new to Search Marketing o Who knows – I don’t measure my results o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into PPC o Stellar – PPC is my most successful lead/traffic generating channel 6
  • 7. 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? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies and advertisers appear to be equally guilty... CONFIDENTIAL – DO NOT DISTRIBUTE 7
  • 8. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… CONFIDENTIAL – DO NOT DISTRIBUTE 8
  • 9. PPC Trivia! (Continued)3. What percentage of AdWordsaccounts use Conversion Tracking? Answer: • Less than 50% of advertisers have Conversion Tracking on. That means they don’t know what’s working. CONFIDENTIAL – DO NOT DISTRIBUTE 9
  • 10. 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!http://www.wordstream.com/google-adwords 10
  • 11. The Average AdWords Account forSmall & Medium Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 11
  • 12. What can be done about this train wreck?• 7 Things we know to be true about AdWords Success• A solution for the AdWords death spiral: The 20 Minute PPC work week! 12
  • 13. 7 Things that we know to be trueabout achieving AdWords Success 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! 13
  • 14. 1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 14
  • 15. 2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 15
  • 16. 3. Succeeding in PPC is all aboutrelevance Figure out what people want and give it to them. 16
  • 17. 4. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 17
  • 18. 5. You gotta have goals Knowing what you want defines and simplifies your workflow. 18
  • 19. 6. Avoid analysis paralysis. Test and iterate, but don’t let the perfect be the enemy of the good. 19
  • 20. 7. Reward yourself – take a day off! Spend time with your family, support the arts, wear sunscreen, etc. 20
  • 21. Introducing the 20 Minute PPC Work Week• An impactful PPC workflow for managing AdWords accounts• Based on proven AdWords best practices and years of AdWords research into habits of successful PPC managers• It’s the cure for the AdWords death spiral! 21
  • 22. Path to Success: WordStream’s 20 Minute PPC Work Week Time Task Min Check Bids & Budget 0-1 - Raise bids on good performing keywords, lower on poorly performing keywords. Min Pause Poorly Performing Keywords 2-4 - Look for keyword outliers with below average ROI and/or Quality Scores and dump them Min Do Keyword Research 5-9 - Add promising looking keywords to your account - Negate keywords that aren’t relevant to your business. - Experiment with more restrictive keyword match types Min Ad Text Optimization 10 - 13 - Throw out (at least) your worst 2 ads and replace them with 2 or more new ones. Try out new ad extensions, etc. Min Improve Campaign Relevancy 15 - 18 - 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 PPC Reporting 19 - 20 - 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! 22
  • 23. Check Bids & Budget (Minutes 0-1) 23
  • 24. Pause Poorly Performing Keywords (Minutes 2-4) 24
  • 25. Do Keyword Research (Minutes 5-9) 25
  • 26. Improve Campaign Relevancy (Minutes 15-18) 26
  • 27. PPC Reporting (Minutes 19-20) 27
  • 28. 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? 28
  • 29. Summary: The 20 Minute PPC Work Week• 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 29
  • 30. Poll Question: Twitter: #20MinPPC• Are you interested in… – A free AdWords account performance review with one of our AdWords experts – A free trial of WordStream’s PPC Advisor 30
  • 31. Your Questions Thank you for attending WordStream’s webinar on: The 20 Minute PPC Work Week You can contact me directly: lkim@wordstream.com http://twitter.com/larrykim Twitter: #20MinPPC 31

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