Mastering PPC Management for
Agencies: Work Smarter, Not Harder!
Meet The Experts!

Jeff Stevens

Chris Panetta

Customer Success Specialist, WordStream

Paid Search Analyst, WordStream

...
Take Part In Live Blogging!
Include the hashtag #wordstream in your
Twitter tweets, Google+ status updates, etc.
Today’s Agenda
Workflow Management
A.
B.
C.
D.

Account Prioritization
When to Talk
Presenting Opportunities
When to Fire ...
What Happens When You Have More Paid
Search Clients Than Days In The Week?
Your
Agency
CONFIDENTIAL – DO NOT DISTRIBUTE

6
Workflow Management – Prioritizing Your Rock

How to prioritize your client list?
1.
2.
3.
4.

Agency MRR
Total AdWords/Bi...
Workflow Management – When to Talk

Level of Client Interaction
=
Account Maturity
+
Need-Level of the Client
Workflow Management – When to Talk

STICK TO THE SCHEDULE!
MANAGE EXPECTATIONS.
Workflow Management – Presenting Opportunities

What is the best way to present
opportunities to clients?
The carrot and s...
Workflow Management – Presenting Opportunities
1. Demonstrate your mastery.
2. Don’t present opportunity lists. Present si...
Workflow Management – When to Fire a Client

The time has come to let go…
Workflow Management – When to Fire a Client

Red Flags:
1.
2.
3.
4.
5.
6.

Outsized expectations.
No KPIs. No goals.
No ad...
Workflow Management – When to Fire a Client

Top Violating Business Types:
1.
2.
3.
4.
5.
6.
7.

Pharmaceuticals.
Dietary ...
Best Practice Summary – Workflow Summary
1. Give priority to certain accounts. Don’t attempt
to manage everything equally....
Best Practice Summary – Workflow Summary

5. MASTER YOUR AUTHORITATIVE VOICE
THROUGH EDUCATION AND DEMONSTRATION.
Account Structure 101
Ecommerce Necessities

Extensions:





Sitelinks (With descriptions)
Call Extensions (If applicable)
Location Extensi...
Ecommerce Necessities

Campaign Types:





Regular & Dynamic Remarketing
PLA / Google Shopping
Display
Search
Ecommerce Key Performance Metrics
• Total Conversions
• Cost per conversion
• Cost per click
• Conversion Rate

• Average ...
Lead Generation Necessities

Extensions:





Sitelinks (With descriptions)
Call Extensions (If applicable)
Location E...
Lead Generation Necessities

Campaign Types:





Remarketing
Display
Search
Engagement
Lead Generation Performance Metrics
• Total Conversions
• Conversion Rate
• Average Position

• Number of Clicks
• Click T...
Campaign & Ad Group Naming Convention

Campaigns:






Primary
Secondary
Tertiary
Display
Remarketing

Ad Groups:
 ...
Grade Your Clients’ Accounts with The AdWords
Perfomance Grader Plus!
 A FREE, instant PPC audit in 60 seconds
or less
 ...
Save time & increase results with
WordStream’s 20-Minute PPC Work
Week (PPC Advisor)
 We find all the low hanging fruit i...
Special Offers! Would You Like…
a) A FREE live demo of WordStream PPC Advisor
b) A FREE 1-on-1 AdWords Grader Assessment
c...
Q&A
Your Questions
Thank you for attending WordStream’s Webinar!
Benchmark your AdWords landing pages free today!
http://www.w...
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Mastering PPC Management: Work Smarter, Not Harder! - Live Webinar

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For more information, visit www.wordstream.com

PPC account management can be complex for anyone -- but it's exponentially more complicated for agencies that manage multiple accounts, simply because there are more variables to manage every day.

But there are ways to make your work day easier and more efficient.

In this WordStream webinar, "Mastering PPC Management: Work Smarter, Not Harder!" We'll share actionable advice that will help you:

- Structure your AdWords Accounts for maximum efficiency
- Simplify your workflow to reduce wasted time & bring on more clients!
- Deliver better reporting that clearly shows off your success
- And so much more!

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Mastering PPC Management: Work Smarter, Not Harder! - Live Webinar

  1. 1. Mastering PPC Management for Agencies: Work Smarter, Not Harder!
  2. 2. Meet The Experts! Jeff Stevens Chris Panetta Customer Success Specialist, WordStream Paid Search Analyst, WordStream • Manages agency software and consulting clients at WordStream (approximately 30+ unique agency clients) • One year of prior agency consulting experience dedicated to inbound marketing • Now fully dedicated to paid search after 6+ months with WordStream. • Has worked in Wordstream’s Managed Services Department for over a year • Manages multiple Ecommerce, Lead Generation, and mixed clients • Previous experience managing SEO for an Ecommerce start-up
  3. 3. Take Part In Live Blogging! Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.
  4. 4. Today’s Agenda Workflow Management A. B. C. D. Account Prioritization When to Talk Presenting Opportunities When to Fire a Client Ideal Account Structures Best Practices Summary Q&A
  5. 5. What Happens When You Have More Paid Search Clients Than Days In The Week?
  6. 6. Your Agency CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. Workflow Management – Prioritizing Your Rock How to prioritize your client list? 1. 2. 3. 4. Agency MRR Total AdWords/Bing Spend Need-Level of the Client Account Size “All Sisyphus’ silent joy is contained therein. His fate belongs to him. His rock is his thing.” – Albert Camus, The Myth of Sisyphus
  8. 8. Workflow Management – When to Talk Level of Client Interaction = Account Maturity + Need-Level of the Client
  9. 9. Workflow Management – When to Talk STICK TO THE SCHEDULE! MANAGE EXPECTATIONS.
  10. 10. Workflow Management – Presenting Opportunities What is the best way to present opportunities to clients? The carrot and stick…
  11. 11. Workflow Management – Presenting Opportunities 1. Demonstrate your mastery. 2. Don’t present opportunity lists. Present single, actionable opportunities. 3. Impress clients by CONSISTENTLY recommending new opportunities. DON’T GET LOST IN THE WEEDS… Image Source: fcw.com
  12. 12. Workflow Management – When to Fire a Client The time has come to let go…
  13. 13. Workflow Management – When to Fire a Client Red Flags: 1. 2. 3. 4. 5. 6. Outsized expectations. No KPIs. No goals. No advanced analytics? (Google Analytics) Lead reseller? Coupon site? Have they ever been suspended? How many times? Negative BBB review.
  14. 14. Workflow Management – When to Fire a Client Top Violating Business Types: 1. 2. 3. 4. 5. 6. 7. Pharmaceuticals. Dietary Products. Health Products. Gambling Sites. Gaming Sites. Lending Services. Heavily Regulated Industries.
  15. 15. Best Practice Summary – Workflow Summary 1. Give priority to certain accounts. Don’t attempt to manage everything equally. 2. Manage expectations early. Be upfront. No maybes. 3. Present single, actionable opportunities. Do not overwhelm yourself and your client. 4. Recognize that some clients need to move on for your own self-preservation.
  16. 16. Best Practice Summary – Workflow Summary 5. MASTER YOUR AUTHORITATIVE VOICE THROUGH EDUCATION AND DEMONSTRATION.
  17. 17. Account Structure 101
  18. 18. Ecommerce Necessities Extensions:     Sitelinks (With descriptions) Call Extensions (If applicable) Location Extensions (If applicable) Review Extensions (If applicable) Ad Formats:     Text Ads (Search Network) Product Listing Ads (Search Network) Image Ads (Display Network) Dynamic Remarketing Ads (Display Network)
  19. 19. Ecommerce Necessities Campaign Types:     Regular & Dynamic Remarketing PLA / Google Shopping Display Search
  20. 20. Ecommerce Key Performance Metrics • Total Conversions • Cost per conversion • Cost per click • Conversion Rate • Average Position • Total Conversion Value • Conversion Value / Cost
  21. 21. Lead Generation Necessities Extensions:     Sitelinks (With descriptions) Call Extensions (If applicable) Location Extensions (If applicable) Review Extensions (If applicable) Ad Formats:     Text Ads (Search Network) Image Ads (Display Network) Remarketing Ads (Display Network) Engagement Ads (Display Network)
  22. 22. Lead Generation Necessities Campaign Types:     Remarketing Display Search Engagement
  23. 23. Lead Generation Performance Metrics • Total Conversions • Conversion Rate • Average Position • Number of Clicks • Click Through Rate (CTR)
  24. 24. Campaign & Ad Group Naming Convention Campaigns:      Primary Secondary Tertiary Display Remarketing Ad Groups:  Based on keywords
  25. 25. Grade Your Clients’ Accounts with The AdWords Perfomance Grader Plus!  A FREE, instant PPC audit in 60 seconds or less  Grades your clients’ Adwords account performance based on the 10 key PPC metrics that really matter  Compares your clients accounts against other accounts of similar size (monthly spend)  Completely FREE and SECURE to use www.wordstream.com/google-adwords Larry Kim (@larrykim)
  26. 26. Save time & increase results with WordStream’s 20-Minute PPC Work Week (PPC Advisor)  We find all the low hanging fruit in your clients’ accounts  You just review / approve the findings ™  Quick. Easy. Powerful.  20 Minutes a Week can improve your clients’ ROI on AdWords by 20% or more! www.wordstream.com/ppc-free-trial Larry Kim (@larrykim)
  27. 27. Special Offers! Would You Like… a) A FREE live demo of WordStream PPC Advisor b) A FREE 1-on-1 AdWords Grader Assessment c) Nothing at the moment
  28. 28. Q&A
  29. 29. Your Questions Thank you for attending WordStream’s Webinar! Benchmark your AdWords landing pages free today! http://www.wordstream.com/google-adwords Get a free trial of WordStream’s PPC Advisor http://www.wordstream.com/ppc-free-trial Jeff Stevens Chris Panetta jstevens@wordstream.com cpanetta@wordstream.com
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