0
Larry Kim, Founder/CTO, WordStream
Perry Marshall, Founder, PerryMarshall.com
December 10, 2013

CONFIDENTIAL – DO NOT DIS...
Today’s Agenda
How The 80/20 Principal Works
and Why
Applying the lessons of 80/20 to
AdWords Campaign Management
Q & A...
Speaker Introductions
• Perry Marshall
– Author of the most popular AdWords book in
the world.
– #1 author and world’s mos...
Take Part in Live Blogging on Twitter / Google+
Include the hashtag #perrymarshall in your
Twitter tweets, Google+ status ...
Let’s learn a little about you….

@larrykim, @perrymarshall
Live-Poll Question
How Long Have You Been Using AdWords?
a)
b)
c)
d)

Less Than 1 Year
1-2 Years
3-5 Years
Over 5 Years

@...
Live-Poll Question
Besides PPC, what other types of marketing channels do
you utilize? (select all that apply)
a) SEO
b) E...
80/20:
THEE #1 Principle of
Sales, Marketing &
Business
Perry Marshall, Author of
Ultimate Guide to Google AdWords
Ultimat...
Page 14... my mind set on
fire!
Epiphany
Social
Experiment
How accurately does
80/20 predict stuff?
SWA & Fortune 500
Forbes 400
Population of Cities in
USA
Donations to a
Church
Dairy Output of
Wisconsin Counties
How You Find
Superstars

Flickr/matthewstraubmull
er

Flickr/gregp
c
30
Customers
Even my tiny business
matched the pattern!
• 1 $10,000 Client
• 10 $1,000 buyers
• 1,000 Leads
• 10,000 Visitors
A Very Strange Day
Epiphany #1:
Everybody’s Counting
The Wrong Stuff.
Science
Test
Science Ability

=“Horsepower
”
“What’s AVERAGE”
is the WRONG
question.
• The RIGHT question is: “Who are the

superstars? And how super are they?!”
The Principle of the
$2,700 Espresso
Machine
•

For every 10,000
$1.40 cups of coffee,
you will sell one
$2,700 espresso
M...
My Life of Misery

Flickr/tim g photography
Suddenly, everything
changed!
Company I Worked For
Sold for $18 Million
Now I knew how to
rack the shotgun!
• When you know how to get customers,
you never go hungry
80/20 in Google
AdWords
$10, $100, $1,000
or $10,000 Per Hour?
Even a
$20/hour
person
makes
$1,000/hour
at least 1
minute per
day!
flickr/kheel_center_corne
ll
• 80/20 Sales &
Marketing

• $7

www.sell8020.com
Applying the 80/20 Principal to
AdWords Campaign Management

@larrykim, @perrymarshall
What to Focus On in AdWords?

• Top 4 campaigns (19%) = 78.8% of Spend
• Top 1 campaign (4.7%) = 31% of Spend
@larrykim, @...
Where do conversions come from?

• 68.4% of conversions from 19% of campaigns
• 21.5% of conversions from 4.7% of campaign...
Takeaways – Where to Optimize

• Focus on Big Spending Campaigns with worst
average CPA’s.

@larrykim, @perrymarshall
Typical Campaign Spend Distribution

• 86% of spend came from 20% of keywords
• 92.2% of conversions came from 20% of keyw...
Takeaways – Keyword Expansion

• Test out many keywords since many get very little
volume
• Watch high spending keywords c...
Ad Text Testing

• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR,...
Takeaways – Ad Testing

• Prioritize ads with the most impressions with below
average conversion or CTR metrics
• Periodic...
Landing Page Optimization

• 20% of Ad Groups are 85.6% of the clicks
• CPA, CPC, CTR all over the place
@larrykim, @perry...
Takeaways – Landing Page Optimization
• Not every ad group requires dedicated Landing
Page
• Prioritize high traffic Ad Gr...
80/20 Rule for PPC Management Effort

@larrykim, @perrymarshall
What Does it All Mean?
• 80/20 Applies to AdWords Campaign Management
– Millions of possible things to do
– Some generate ...
Grade Your Quality Score with The AdWords Grader!
•

A free, instant PPC audit in
under a minute!

•

Grades your AdWords ...
WordStream’s
20 Minute PPC Work Week
• We find all the low hanging
fruit in your account
• You just review / approve the
f...
New: Leads & Landing Page Management Software

www.wordstream.com/ppc-free-trial
@larrykim
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
including a PPC audit from a certified AdWor...
Your Questions
Thank you for attending
WordStream & Perry Marshall’s webinar!
Benchmark your AdWords account today!
http:/...
80/20: Work Less, Make More In AdWords [Webinar]
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80/20: Work Less, Make More In AdWords [Webinar]

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For more information, visit www.wordstream.com

Are you familiar with the 80/20 rule? It means that 80% of your results come from 20% of your work. And guess what: You can apply this mindset in your AdWords campaigns.

Bestselling author and AdWords expert Perry Marshall spent over 10 years exploring the 80/20 rule, developing powerful insights which he reveals in his new book, 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More.

In this free webinar, WordStream Founder Larry Kim and Perry Marshall do a deep dive and show you how 80/20 can revolutionize your AdWords management. You'll discover...

- How to prioritize the millions of things you can potentially optimize in your AdWords account
- How 20% of your campaign management work results in 80% of the benefits
- How to generate amazing returns from AdWords in minimal time
- And so much more!

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Transcript of "80/20: Work Less, Make More In AdWords [Webinar]"

  1. 1. Larry Kim, Founder/CTO, WordStream Perry Marshall, Founder, PerryMarshall.com December 10, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda How The 80/20 Principal Works and Why Applying the lessons of 80/20 to AdWords Campaign Management Q & A @larrykim, @perrymarshall
  3. 3. Speaker Introductions • Perry Marshall – Author of the most popular AdWords book in the world. – #1 author and world’s most-quoted consultant on Google Advertising – Published thousands of articles on sales, marketing and technology • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Provider of 20 Minute PPC Work Week and AdWords Grader – #1 PPC Expert According to PPC Hero! @larrykim, @perrymarshall
  4. 4. Take Part in Live Blogging on Twitter / Google+ Include the hashtag #perrymarshall in your Twitter tweets, Google+ status updates, etc. @larrykim, @perrymarshall
  5. 5. Let’s learn a little about you…. @larrykim, @perrymarshall
  6. 6. Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years @larrykim, @perrymarshall
  7. 7. Live-Poll Question Besides PPC, what other types of marketing channels do you utilize? (select all that apply) a) SEO b) Email c) Affiliate Marketing d) Social Media e) Mobile @larrykim, @perrymarshall
  8. 8. 80/20: THEE #1 Principle of Sales, Marketing & Business Perry Marshall, Author of Ultimate Guide to Google AdWords Ultimate Guide to Facebook Advertising 80/20 Sales & Marketing
  9. 9. Page 14... my mind set on fire!
  10. 10. Epiphany
  11. 11. Social Experiment
  12. 12. How accurately does 80/20 predict stuff?
  13. 13. SWA & Fortune 500
  14. 14. Forbes 400
  15. 15. Population of Cities in USA
  16. 16. Donations to a Church
  17. 17. Dairy Output of Wisconsin Counties
  18. 18. How You Find Superstars Flickr/matthewstraubmull er Flickr/gregp c
  19. 19. 30 Customers
  20. 20. Even my tiny business matched the pattern! • 1 $10,000 Client • 10 $1,000 buyers • 1,000 Leads • 10,000 Visitors
  21. 21. A Very Strange Day
  22. 22. Epiphany #1: Everybody’s Counting The Wrong Stuff. Science Test
  23. 23. Science Ability =“Horsepower ”
  24. 24. “What’s AVERAGE” is the WRONG question. • The RIGHT question is: “Who are the superstars? And how super are they?!”
  25. 25. The Principle of the $2,700 Espresso Machine • For every 10,000 $1.40 cups of coffee, you will sell one $2,700 espresso Machine!
  26. 26. My Life of Misery Flickr/tim g photography
  27. 27. Suddenly, everything changed!
  28. 28. Company I Worked For Sold for $18 Million
  29. 29. Now I knew how to rack the shotgun! • When you know how to get customers, you never go hungry
  30. 30. 80/20 in Google AdWords
  31. 31. $10, $100, $1,000 or $10,000 Per Hour?
  32. 32. Even a $20/hour person makes $1,000/hour at least 1 minute per day! flickr/kheel_center_corne ll
  33. 33. • 80/20 Sales & Marketing • $7 www.sell8020.com
  34. 34. Applying the 80/20 Principal to AdWords Campaign Management @larrykim, @perrymarshall
  35. 35. What to Focus On in AdWords? • Top 4 campaigns (19%) = 78.8% of Spend • Top 1 campaign (4.7%) = 31% of Spend @larrykim, @perrymarshall
  36. 36. Where do conversions come from? • 68.4% of conversions from 19% of campaigns • 21.5% of conversions from 4.7% of campaigns • Not the same as the high spending campaigns @larrykim, @perrymarshall
  37. 37. Takeaways – Where to Optimize • Focus on Big Spending Campaigns with worst average CPA’s. @larrykim, @perrymarshall
  38. 38. Typical Campaign Spend Distribution • 86% of spend came from 20% of keywords • 92.2% of conversions came from 20% of keywords • Again different keywords had wildly different performance @larrykim, @perrymarshall
  39. 39. Takeaways – Keyword Expansion • Test out many keywords since many get very little volume • Watch high spending keywords closely, keep winners, delete losers • Delete keyword clutter @larrykim, @perrymarshall
  40. 40. Ad Text Testing • Same Story – 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions • But CPA, CTR, and Conversion Rates vary @larrykim, @perrymarshall
  41. 41. Takeaways – Ad Testing • Prioritize ads with the most impressions with below average conversion or CTR metrics • Periodically delete and replace the “worst ad” with a new ad! • Or … Write 50 Ads, one will be a winner! @larrykim, @perrymarshall
  42. 42. Landing Page Optimization • 20% of Ad Groups are 85.6% of the clicks • CPA, CPC, CTR all over the place @larrykim, @perrymarshall
  43. 43. Takeaways – Landing Page Optimization • Not every ad group requires dedicated Landing Page • Prioritize high traffic Ad Groups (without dedicated landing pages) with below-average CPA or Conversion Rates • Or… a few number of Landing Pages better be Amazing, the rest can be “Good Enough” @larrykim, @perrymarshall
  44. 44. 80/20 Rule for PPC Management Effort @larrykim, @perrymarshall
  45. 45. What Does it All Mean? • 80/20 Applies to AdWords Campaign Management – Millions of possible things to do – Some generate huge impact, others are negligible • How You Spend Your Time Matters – – – – – Keyword Expansion Keyword Deletion Ad Text Optimization Landing Page Optimization Etc.
  46. 46. Grade Your Quality Score with The AdWords Grader! • 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) www.wordstream.com/google-adwords @larrykim, @perrymarshall
  47. 47. WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial @larrykim, @perrymarshall
  48. 48. New: Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial @larrykim
  49. 49. Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor including a PPC audit from a certified AdWords Expert b) Nothing at the moment @larrykim, @perrymarshall
  50. 50. Your Questions Thank you for attending WordStream & Perry Marshall’s webinar! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Get Perry’s 80/20 book for 1 penny! http://www.sell8020.com Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Perry Marshall perry@perrymarshall.com http://twitter.com/perrymarshall @larrykim, @perrymarshall
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