Google and WordStream: 3 Paths for Small Business PPC Profitability

Google and WordStream:3 Paths F Small Business orPPC ProfitabilityLarry Kim, WordStreamHoward Tung, GoogleJuly 19, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1

Today’s Agenda• Introductions• Key Trends in Online Marketing for 2012 from• Trivia & Poll• 3 Paths for PPC Success• Questions & Answers 2

Take Part in Live Blogging on Twitter / Google+• Include the hashtag #3pathsppc in your Google+ status updates,Twitter tweets,, etc. 3

Speaker Introductions• Howard Tung – 8+ years in Online industry with Google, Microsoft, and IGN Entertainment – Recently joined Google in early 2010 to focus on Strategic Partnerships for Small-Medium Business/ Local Channel.• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 years – 3 years ago, started WordStream – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet! 4

Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5

Poll Question 1: How much time do you spenddoing PPC work every week?a) Im supposed to do work in my PPC account every week?b) < 1 hour / weekc) 1-10 hours / weekd) 10-39 hours / weeke) +40 Hours / week - its my full time job! 6

Poll Question 2: Whats your biggest Time Sink inPPC Management?a) PPC Bid Managementb) Reporting & Analysisc) Ad Text Authoringd) Keyword Research / Negative Keyword Researche) Landing page creation / Optimization 7

Digital OverviewAcceleration of Everything Google Confidential and Proprietary 8

Digital Revolution in Context Information Distribution & Commerce Communication “Read” “Buy” “Talk” Censored By Request 1994 1998 2000 2003 2006 2010 Internet Users: 77M 400M 500M 1B 1.9B Google Confidential and Proprietary 9

The Four B’sAddressing the Local Opportunity Google Confidential and Proprietary 14

Sounds great buthow do I actuallyDO this?? CONFIDENTIAL – DO NOT DISTRIBUTE 25

Do you understand these terms? CONFIDENTIAL – DO NOT DISTRIBUTE 26

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 27

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 28

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 29

The Average PPC Account for Small& Medium-Sized Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 30

What we know about PPC Failure Advertisers get Complexity and frustrated, lack of time conclude PPC results in poor doesn’t work understanding for them. of search. Poor Understanding Yields Poor Results CONFIDENTIAL – DO NOT DISTRIBUTE 31

Getting your PPC Marketing on theRight Track 1. Identify the potential 2. Choose your yard stick 3. Take stock of your resources 4. Choose one of 3 paths to PPC Success!

Step 1: Identify the potential – Is your business a good fit for PPC? – Guestimate the potential – Figure out an initial budget CONFIDENTIAL – DO NOT DISTRIBUTE 33

Grade Yourself! http://www.wordstream.com/google-adwords• 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) www.wordstream.com/google-adwords 34

Step 2: Choose Your Yardstick Better AccountablityHow will you measure success? but Harder to – Sales: Return on Ad Spend (e.g. Online implement. Retail) – Leads: Cost per lead • Comparing it to the average value of a lead • Comparing to what you pay for other marketing venues – Traffic: Driving traffic to your site (or calls Less Accountability to your business) but Easier to implement. CONFIDENTIAL – DO NOT DISTRIBUTE 35

Step 3: Define your ResourcesWhat can you devote to your PPC Program? – Time • How much time can you devote? – Budget • How much budget do you have? – Staff • Hire vs. outsource? CONFIDENTIAL – DO NOT DISTRIBUTE 36

Step 4: Choose a PathThere are really 3 PPC Implementation Paths 1. Do it yourself 2. Leverage software 3. Outsource to an Agency CONFIDENTIAL – DO NOT DISTRIBUTE 37

Path 1: Do it YourselfPros ConsNo additional fees for Time intensive - You have software or services build, manage and optimizeFull control your campaigns Easy to make costly mistakes Requires deep understanding of PPC techniques Best for PPC professionals with expert knowledge and years of experience CONFIDENTIAL – DO NOT DISTRIBUTE 38

Path 2: Leverage PPC ToolsPros ConsImprove results Cost for softwareSave time You still have build, manage and optimize your campaigns Best for those who have PPC experience and time or resources to managed program CONFIDENTIAL – DO NOT DISTRIBUTE 39

Path 3: OutsourcePros ConsExperts To Handle Not for control-freaks Everything Not “Free”Better Results Finding a partner you canPeace of Mind trustQuick set up Best for those who are new too PPC, time constrained or not getting results they want CONFIDENTIAL – DO NOT DISTRIBUTE 41

Example: PPC Express (From WordStream) CONFIDENTIAL – DO NOT DISTRIBUTE 42

Path to Success Identify the potential Take stock of your resources Choose one of 3 paths to PPC success • Do it Yourself (Go it alone) • Use Software (WordStream PPC Advisor + Premier Consulting) • Outsource (WordStream Services) 43

Want Some Help?If you have a PPC budget of at least $1,500 takeadvantage of this free offer:o A free Path Analysis with one of our Search Marketing Experts 44

Special OffersIf you have a PPC budget of at least $1,500 takeadvantage of these free offers:1. Sign up for WordStream PPC Advisor and get 2 months of free Premier Consulting.2. Sign up for PPC Express service and get up to $600 of free advertising. 45

Your Questions Start down your ideal path today: Baseline your current AdWords account using WordStream’s Free Performance Grader: http://www.wordstream.com/google-adwords Thank you for attending our webinar! Contact us directly: 46

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Google and WordStream: 3 Paths for Small Business PPC Profitability

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Google and WordStream: 3 Paths for Small Business PPC Profitability Presentation Transcript