CONFIDENTIAL – DO NOT DISTRIBUTE 1Webinar:PPC Health Check:Knowing & Showing YourAccount Vital SignsLarry KimFounder & CTO...
Today’s Agenda2• What PPC Metrics Actually Matter?• AdWords Clinic: Live Account Audits!• Introducing the 20-Minute PPC Wo...
Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Google+ statusupdates,Twitter twe...
Speaker Introduction4• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10+ Years!– 6 Years ago, starte...
Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 5
Poll Question 1: Your Most Important PPC Metric?6Question: Which of the following AdWords Metricswould you say are the mos...
Poll Question 2: Whats your biggest Time Sink inPPC Management? #wordstream7a) PPC Bid Managementb) Reporting & Analysisc)...
The Key Metrics that Define Your AdWords PerformanceAt WordStream, I believe that you can get a sense for thehealth of a a...
• Baseline your performance• A free, instant PPC audit inunder a minute!• Grades your AdWordsaccount performance basedon t...
AdWords Clinic Time!• Review 2 real AdWords accounts• Figure out what PPC metrics matter• Determine if they’re succeeding ...
CONFIDENTIAL – DO NOT DISTRIBUTE 11The Average AdWords Account forSmall & Medium Businesses.
12At WordStream, we’ve … Analyzed thousands of accounts. Talked to thousands of different users Shared findings with ou...
13But the right tools,techniques and education canmake it a LOT EASIER.1. PPC is Hard…
14A little work every week on yourAdWords campaigns can deliverbig dividends.2. You get what you put in…
15Pause, fix or kill irrelevant,underperforming keywords tomaximize ROI.3. Keep your PPC house clean
16Knowing what you wantdefines and simplifies yourworkflow.4. You gotta have goals
17Give the searcher a direct linkto what they are looking for5. Succeeding in PPC is all aboutrelevance
Introducing the 20 Minute PPC Work Week!18
Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 19
Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 20
PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 21
PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 22
CONFIDENTIAL – DO NOT DISTRIBUTE 23
CONFIDENTIAL – DO NOT DISTRIBUTE 24
Top Text AdCONFIDENTIAL – DO NOT DISTRIBUTE 25
Will the 20-minute PPC work week really work for me?• Is 20 minutes / week enough time?• What if I have more than 20 minut...
Summary: How to Make the Most of PPC Advisor• Most Advertisers AdWords accounts are a disaster• Review the 5 Habits of Suc...
CONFIDENTIAL – DO NOT DISTRIBUTE 28Automated Actionable AlertsSimplified 20 minute workflowPowerful tools for more advance...
Live Poll Question #329Q: Would you like…• A free AdWords account audit and help in understandingyour score with a certifi...
Your Questions30Thank you for attending WordStream’s webinar on: PPC HealthCheck: Knowing & Showing Your Account Vital Sig...
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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!

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.

Published in: Technology, Design
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  • Jason introduction
  • WS introduction
  • Larry
  • PPC Health Check: Knowing & Showing Your Account Vital Signs

    1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1Webinar:PPC Health Check:Knowing & Showing YourAccount Vital SignsLarry KimFounder & CTO, WordStream, Inc.June 5, 2013
    2. 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. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Google+ statusupdates,Twitter tweets,, etc.3
    4. 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. 5. Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 5
    6. 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. 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. 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. 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. 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. 11. CONFIDENTIAL – DO NOT DISTRIBUTE 11The Average AdWords Account forSmall & Medium Businesses.
    12. 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. 13. 13But the right tools,techniques and education canmake it a LOT EASIER.1. PPC is Hard…
    14. 14. 14A little work every week on yourAdWords campaigns can deliverbig dividends.2. You get what you put in…
    15. 15. 15Pause, fix or kill irrelevant,underperforming keywords tomaximize ROI.3. Keep your PPC house clean
    16. 16. 16Knowing what you wantdefines and simplifies yourworkflow.4. You gotta have goals
    17. 17. 17Give the searcher a direct linkto what they are looking for5. Succeeding in PPC is all aboutrelevance
    18. 18. Introducing the 20 Minute PPC Work Week!18
    19. 19. Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 19
    20. 20. Path To Success – The 20 Minute PPC Work WeekCONFIDENTIAL – DO NOT DISTRIBUTE 20
    21. 21. PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 21
    22. 22. PPC ReportingCONFIDENTIAL – DO NOT DISTRIBUTE 22
    23. 23. CONFIDENTIAL – DO NOT DISTRIBUTE 23
    24. 24. CONFIDENTIAL – DO NOT DISTRIBUTE 24
    25. 25. Top Text AdCONFIDENTIAL – DO NOT DISTRIBUTE 25
    26. 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. 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. 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. 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. 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

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