PPC Health Check: Knowing & Showing Your Account Vital Signs

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To measure success in anything requires a baseline, and PPC is no different. But most PPC managers will tell you that reporting is one of the BIGGEST time-sinks. It doesn't have to be that way! …

To measure success in anything requires a baseline, and PPC is no different. But most PPC managers will tell you that reporting is one of the BIGGEST time-sinks. It doesn't have to be that way!

In this webinar, WordStream founder Larry Kim shares 7 Vital Signs Every PPC Manager Should Know About Their Account(s). You’ll learn:

- How to analyze and visualize your Search Performance Funnel
- The key metrics that reveal your account health, such as average Quality Score
- How to track top metrics using WordStream's reporting short-cut

Plus, learn how to easily communicate the metrics to other key stakeholders in a language they'll understand – be it your boss, your clients or the CEO.

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  • Jason introduction
  • WS introduction
  • Larry

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  • 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1Webinar:PPC Health Check:Knowing & Showing YourAccount Vital SignsLarry KimFounder & CTO, WordStream, Inc.June 5, 2013
  • 2. Today’s Agenda2• What PPC Metrics Actually Matter?• AdWords Clinic: Live Account Audits!• Introducing the 20-Minute PPC Work Week• Why reporting mattershy?
  • 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Google+ statusupdates,Twitter tweets,, etc.3
  • 4. Speaker Introduction4• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10+ Years!– 6 Years ago, started WordStream!– We’re the Provider of the AdWords Graderand the 20 Minute PPC Work Week
  • 5. Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 5
  • 6. Poll Question 1: Your Most Important PPC Metric?6Question: Which of the following AdWords Metricswould you say are the most important for managingyour Google AdWords Search campaigns?#wordstreama) Clicks, Cost, Cost-Per-Clickb) Quality Score, Click-Through-Ratec) Conversions, Cost Per Conversion, Conversion Rated) Search Query Reporte) Impression Share Report
  • 7. Poll Question 2: Whats your biggest Time Sink inPPC Management? #wordstream7a) PPC Bid Managementb) Reporting & Analysisc) Ad Text Authoringd) Keyword Research / Negative Keyword Researche) Landing page creation / Optimization
  • 8. The Key Metrics that Define Your AdWords PerformanceAt WordStream, I believe that you can get a sense for thehealth of a an AdWords account by measuring the followingmetrics 8 Metrics:1. Quality Score2. Click-Through Rate3. Impression Share4. Account Activity5. Long-Tail Keyword Optimization6. Negative Keyword Usage7. Ad-Text Metrics8. Conversion Rate & Landing Page Metrics8
  • 9. • Baseline your performance• A free, instant PPC audit inunder a minute!• Grades your AdWordsaccount performance basedon the 8 PPC metrics thatreally matter• Compares how you’re doingagainst other accounts ofsimilar size (monthly spend)9Grade Yourself! http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords
  • 10. AdWords Clinic Time!• Review 2 real AdWords accounts• Figure out what PPC metrics matter• Determine if they’re succeeding or failing, andwhat they can do to improve10
  • 11. CONFIDENTIAL – DO NOT DISTRIBUTE 11The Average AdWords Account forSmall & Medium Businesses.
  • 12. 12At WordStream, we’ve … Analyzed thousands of accounts. Talked to thousands of different users Shared findings with our partners @ GoogleWe summarized the findings into just 5 thingsyou need to know!5 Things that we know to be trueabout achieving AdWords Success
  • 13. 13But the right tools,techniques and education canmake it a LOT EASIER.1. PPC is Hard…
  • 14. 14A little work every week on yourAdWords campaigns can deliverbig dividends.2. You get what you put in…
  • 15. 15Pause, fix or kill irrelevant,underperforming keywords tomaximize ROI.3. Keep your PPC house clean
  • 16. 16Knowing what you wantdefines and simplifies yourworkflow.4. You gotta have goals
  • 17. 17Give the searcher a direct linkto what they are looking for5. Succeeding in PPC is all aboutrelevance
  • 18. Introducing the 20 Minute PPC Work Week!18
  • 19. Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 19
  • 20. Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 20
  • 21. PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 21
  • 22. PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 22
  • 23. CONFIDENTIAL – DO NOT DISTRIBUTE 23
  • 24. CONFIDENTIAL – DO NOT DISTRIBUTE 24
  • 25. Top Text AdCONFIDENTIAL – DO NOT DISTRIBUTE 25
  • 26. 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 myaccount?• What if it takes me more than 20 minutes to thetask in the work week?26
  • 27. Summary: How to Make the Most of PPC Advisor• Most Advertisers AdWords accounts are a disaster• Review the 5 Habits of Successful PPC Marketers• Think of PPC campaign work as a recurring weeklytask.• WordStream PPC Advisor enables the 20 minutePPC Work Week, an impactful PPC workflow foroptimizing and reporting on AdWords accounts27
  • 28. CONFIDENTIAL – DO NOT DISTRIBUTE 28Automated Actionable AlertsSimplified 20 minute workflowPowerful tools for more advancedusersPremier PPC ConsultingDedicated Google Certified RepExpert advice from a human whenyou need it!What makes WordStream different?
  • 29. Live Poll Question #329Q: Would you like…• A free AdWords account audit and help in understandingyour score with a certified AdWords Professional• A free trial of WordStream PPC Advisor• A demo of WordStream PPC Advisor
  • 30. Your Questions30Thank you for attending WordStream’s webinar on: PPC HealthCheck: Knowing & Showing Your Account Vital Signs.#wordstreamBenchmark your account today!http://www.wordstream.com/google-adwordsDon’t forget to sign up for our Free Trial:http://www.wordstream.com/ppc-free-trialOr contact me directly:Larry KimEmail: lkim@wordstream.comTwitter: @larrykim