Google and WordStream Webinar:3 Paths For Small Business PPCProfitabilityHoward Tung, GoogleLarry Kim, WordStreamMay 9, 2012
Today’s Agenda•   Introductions•   Key Trends in Online Marketing for 2012 from•   Trivia & Poll•   3 Paths for PPC Succes...
Take Part in Live Blogging on Twitter / Google+•   Include the hashtag #3pathsppc in your Google+ status    updates,Twitte...
Speaker Introductions•   Howard Tung     – 8+ years in Online industry with Google, Microsoft,       and IGN Entertainment...
Let’s learn a little about you….                                   5
Quick PollHow long have you been involved with SearchMarketing?o   Less than 1 yearo   1-3 yearso   3-5 yearso   5+ years ...
Quick PollHow would you describe your Search Marketingresults?  o I’m new to Search Marketing  o Who knows – I don’t measu...
Digital OverviewAcceleration of Everything                             Google Confidential and Proprietary   8
Digital Revolution in Context        Information           Distribution & Commerce      Communication          “Read”     ...
The Connected World          > 2bn          people Censored By Request           > 35bn           devices                 ...
Ad spend is following consumers onlineconsumers’                                                                          ...
There is immense opportunity in Local             Censored By Request                       97%                           ...
Healthy Y/Y grow in searches for “Local”verticals                        Censored By Request Indexed Query Growth         ...
Censored By Request    The Four B’s    Addressing the Local Opportunity                                       Google Confi...
The Four Be’s        Be Found       Be Relevant              > Censored By Request       Be Engaging   Be Accountable     ...
Be Found - Search  Censored By Request• Search: Still the Web’s killer app• Advertisers’ pay when users click on their ad ...
Be Found – G+ Pagesin the real world, people interact with businesses every day.google+ brings those rich relationships on...
Be Relevant - Mobile  Censored By Request>• Mobile: bigger than desktop within 3 years• Mobile searches grew 500% in the l...
Mobile allows for constant connectivity                           PC                                                      ...
Mobile complements desktop                   Weekly View                   Desktop Searches vs. Mobile Searches          C...
Be Engaging - Display  Censored By Request• Google Display Network reaches over 90% of internet users• Engaging ad formats...
Reach customers while they explore their interest     Think search + display     95% of Time Online is Spent Outside     o...
Be Accountable - Measurement Censored By Request             Measure site performance and ROI                             ...
The Four Be’s        Be Found       Be Relevant              > Censored By Request       Be Engaging   Be Accountable     ...
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 AdWor...
PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? ...
PPC Trivia! (Continued)3. What percentage of AdWordsaccounts use Conversion Tracking?                        Answer:      ...
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,                   ...
Getting your PPC Marketing on theRight Track 1.   Identify the potential 2.   Choose your yard stick 3.   Take stock of yo...
Step 1: Identify the potential  – Is your business a good fit for PPC?  – Guestimate the potential  – Figure out an initia...
Grade Yourself!          http://www.wordstream.com/google-adwords•    Baseline your performance•    A free, instant PPC au...
Step 2: Choose Your Yardstick                                                              Better                         ...
Step 3: Define your ResourcesWhat can you devote to your PPC Program?  – Time     • How much time can you devote?  – Budge...
Step 4: Choose a PathThere are really 3 PPC Implementation Paths                         1. Do it yourself                ...
Path 1: Do it YourselfPros                          ConsNo additional fees for       Time intensive - You have software ...
Path 2: Leverage PPC ToolsPros                         ConsImprove results             Cost for softwareSave time      ...
CONFIDENTIAL – DO NOT DISTRIBUTE   40
Path 3: OutsourcePros                          ConsExperts To Handle            Not for control-freaks Everything       ...
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 Yours...
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 on...
Special OffersIf you have a PPC budget of at least $1,500 takeadvantage of these free offers:1. Sign up for WordStream PPC...
Your Questions Start down your ideal path today: Baseline your current AdWords account using WordStream’s Free Performance...
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Google and WordStream Joint Webinar - 3 Paths to

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Should you be doing PPC in-house? Hire an agency? Purchase PPC Software?
You focus on your business, let us worry about PPC - http://www.wordstream.com/ppc-express

This webinar highlights just exactly how you can seize this opportunity - be it doing things in-house, hiring an agency, or use software. The steps to deciding the best approach is highlighted in 4 easy steps.

Search is ever expanding and Pay Per Click (PPC advertising) has become more and more effective for small and mid sized businesses.

- Over 1 billion Searches are made per day on the web of 325 billion websites through 41.7 connected PC and mobile devices.
- Nearly 4/10 users learn about a brand or small-medium sized business for the first time through Online Display Advertising.
- Nearly 4/10 eventually search about the company or their products as a result of the Online Display Ad.

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Google and WordStream Joint Webinar - 3 Paths to

  1. 1. Google and WordStream Webinar:3 Paths For Small Business PPCProfitabilityHoward Tung, GoogleLarry Kim, WordStreamMay 9, 2012
  2. 2. Today’s Agenda• Introductions• Key Trends in Online Marketing for 2012 from• Trivia & Poll• 3 Paths for PPC Success• Questions & Answers 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #3pathsppc in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. 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
  5. 5. Let’s learn a little about you…. 5
  6. 6. Quick PollHow long have you been involved with SearchMarketing?o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years 6
  7. 7. Quick PollHow 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 7
  8. 8. Digital OverviewAcceleration of Everything Google Confidential and Proprietary 8
  9. 9. 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
  10. 10. The Connected World > 2bn people Censored By Request > 35bn devices Google Confidential and Proprietary 10Source: “Learn from Google” Atlanta Event, 2011
  11. 11. Ad spend is following consumers onlineconsumers’ advertisingmedia untapped audience Investmentsconsumption gap between ad investments and media 19% online 25% online consumption Censored By Request 43% tv 43% tv 17% newspapers 5% newspapers 3% magazines 16% radio 11% magazines 8% mobile 11% radio 0.5% mobile Source: eMarketer, March 2011; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2010 Google Confidential and Proprietary 11
  12. 12. There is immense opportunity in Local Censored By Request 97% 1 in 5 1 in 3 online consumers use the web desktop searches are mobile searches are to research for products.* related to location.** related to location.**Source: *Yahoo! and com Score Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.**Source: Google Google Confidential and Proprietary 12
  13. 13. Healthy Y/Y grow in searches for “Local”verticals Censored By Request Indexed Query Growth Google Confidential and Proprietary 13Source: Google Internal Data, YoY is last 90 days
  14. 14. Censored By Request The Four B’s Addressing the Local Opportunity Google Confidential and Proprietary 14
  15. 15. The Four Be’s Be Found Be Relevant > Censored By Request Be Engaging Be Accountable Google Confidential and Proprietary 15
  16. 16. Be Found - Search Censored By Request• Search: Still the Web’s killer app• Advertisers’ pay when users click on their ad & visit their page Google Confidential and Proprietary 16
  17. 17. Be Found – G+ Pagesin the real world, people interact with businesses every day.google+ brings those rich relationships online. Censored By Request• Start real conversations• Inspire your customers to recommend new ones• Boost the performance of your ads across the web Google Confidential and Proprietary
  18. 18. Be Relevant - Mobile Censored By Request>• Mobile: bigger than desktop within 3 years• Mobile searches grew 500% in the last 2 years• After looking up a local business on a smartphone, 61% of users called and 59% visited Google Confidential and Proprietary 18
  19. 19. Mobile allows for constant connectivity PC 11pm Mobile Censored By Request 1pm Traffic 8pm 7am TimeSource: Internal Google Data 2010, typical across different markets Google Confidential and Proprietary 19
  20. 20. Mobile complements desktop Weekly View Desktop Searches vs. Mobile Searches Censored By RequestSource: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 Google Confidential and Proprietary 20
  21. 21. Be Engaging - Display Censored By Request• Google Display Network reaches over 90% of internet users• Engaging ad formats – rich media, banner, and video ads Google Confidential and Proprietary 21
  22. 22. Reach customers while they explore their interest Think search + display 95% of Time Online is Spent Outside of Search •Nearly four in 10 Search Internet users who respond to online 5% display advertising learn about the brand/SMB for the first time as a Censored By Request Community 26% Email & IM 20% result of their exposure to such an ad. Commerce 11% •Nearly four in 10 Internet users eventually perform a Content search on the company, product, or 38% service that is the focus of the online display ad to which they are exposed, and then visit the website from the search results.Source: Online Publishing Association and Nielsen//NetRatings, August 2010; iProspect Research 2010 Google Confidential and Proprietary
  23. 23. Be Accountable - Measurement Censored By Request Measure site performance and ROI Google Confidential and Proprietary 23
  24. 24. The Four Be’s Be Found Be Relevant > Censored By Request Be Engaging Be Accountable Google Confidential and Proprietary 24
  25. 25. Sounds great buthow do I actuallyDO this?? CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. Do you understand these terms? CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. The Average PPC Account for Small& Medium-Sized Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. 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
  32. 32. 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!
  33. 33. 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
  34. 34. 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)• http://www.wordstream.com/ google-adwords 34
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. CONFIDENTIAL – DO NOT DISTRIBUTE 40
  41. 41. 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
  42. 42. Example: PPC Express (From WordStream) CONFIDENTIAL – DO NOT DISTRIBUTE 42
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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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