WordStream & SEMPO present: The 20-Minute PPC Work Week
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WordStream & SEMPO present: The 20-Minute PPC Work Week

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For more information, visit: http://www.wordstream.com ...

For more information, visit: http://www.wordstream.com

Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week – we’ll show you how!

In this new webinar, WordStream founder and PPC expert Larry Kim will show you:

- 7 guidelines for achieving success in Google AdWords
- How the 20-Minute PPC Work Week™ can help you make an impact in less than half an hour per week!
- Some common problems we see in PPC accounts – you’ll be shocked!

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WordStream & SEMPO present: The 20-Minute PPC Work Week WordStream & SEMPO present: The 20-Minute PPC Work Week Presentation Transcript

  • The 20-Minute PPC Work Week Larry Kim Founder and Chief Technology Officer WordStream
  • Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money 2
  • Presentation Provided by 3
  • Housekeeping 4
  • Larry Kim @larryKim• Founder and Chief Technology Officer• Larry is responsible for defining WordStream’s product direction and features.• Has more than 10 years of PPC and SEO experience.• Has authored four award-winning books on software development and is a frequent writer and speaker in various search marketing forums and events. 5
  • Today’s Agenda• Introductions• Some shocking yet common problems we see in PPC accounts• 7 guidelines for achieving success in Google AdWords• Introducing the 20-Minute PPC Work Week• How to make the most of WordStream’s PPC Advisor and the 20-Minute PPC Work Week 6
  • Take Part in Live Blogging on Twitter / Google+Include the hashtag #20minppc in your Google+ statusupdates, Twitter tweets, etc. 7
  • Let’s learn a little about you…. 8
  • Poll Question 1: How much time do you spend doing 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! 9
  • Poll Question 2: Whats your biggest Time Sink in PPC Management?a) PPC Bid Managementb) Reporting & Analysisc) Ad Text Authoringd) Keyword Research / Negative Keyword Researche) Landing page creation / Optimization 10
  • PPC Trivia! 5 Quick Questions about AdWords Accounts1. How often do small businesses (spendingunder $5k / month on AdWords) do work intheir AdWords account? 11
  • PPC Trivia! 5 Quick Questions about AdWords Accounts1. How often do small businesses (spendingunder $5k / month on AdWords) do work intheir AdWords account? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies & advertisers score the same 12
  • PPC Trivia! (Continued)2. What percentage of AdWordsaccounts have used at least 1negative keyword in the last 90 days? 13
  • PPC Trivia! (Continued)2. What percentage of AdWordsaccounts have used at least 1negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… 14
  • PPC Trivia! (Continued)3. What percentage of AdWordsaccounts use Conversion Tracking? 15
  • 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. 16
  • Where does all this AdWords data come from? • AdWords Performance Grader from WordStream • Free Instant Audit of Your AdWords Account • Shows you 8 things you can do in your AdWords Account Now!http://www.wordstream.com/google-adwords 17
  • The Average AdWords Account forSmall & Medium Businesses.
  • What can be done about this train wreck?• 7 Things we know to be true about AdWords Success• A solution for the AdWords death spiral: The 20 Minute PPC work week! 19
  • 7 Things that we know to be trueabout achieving AdWords Success At WordStream, we’ve …  Analyzed thousands of accounts.  Talked to thousands of different users  Shared findings with our partners @ Google We summarized the findings into just 7 things you need to know! 20
  • 1. PPC is Hard… 21
  • 1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 22
  • 2. You get what you put in… 23
  • 2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 24
  • 3. Succeeding in PPC is all aboutrelevance 25
  • 3. Succeeding in PPC is all aboutrelevance Figure out what people want and give it to them. 26
  • 4. Keep your PPC house clean 27
  • 4. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 28
  • 5. You gotta have goals 29
  • 5. You gotta have goals Knowing what you want defines and simplifies your workflow. 30
  • 6. Avoid analysis paralysis. 31
  • 6. Avoid analysis paralysis. Test and iterate, but don’t let the perfect be the enemy of the good. 32
  • 7. Reward yourself – take a day off! 33
  • 7. Reward yourself – take a day off! Spend time with your family, support the arts, wear sunscreen, etc. 34
  • Introducing the 20 Minute PPC Work Week! 35
  • Path To Success – The 20 Minute PPC Work Week 36
  • Path To Success – The 20 Minute PPC Work Week 37
  • Path To Success – The 20 Minute PPC Work Week 38
  • Path To Success – The 20 Minute PPC Work Week 39
  • Path To Success – The 20 Minute PPC Work Week 40
  • Path To Success – The 20 Minute PPC Work Week 41
  • Path To Success – The 20 Minute PPC Work Week 42
  • 43
  • 44
  • Check Bids & Budgets (Minute 0-1)• Before: – Analyze account performance (ROAS, CPA, etc.) – Determine statistical significance – Determine which keywords to raise and lower bids on and by how much • Analyze keyword competition • Simulate changes – Validate the changes – Total Time Taken: Numerous Hours / Week
  • Check Bids & Budgets (Minute 0-1) 46
  • Check Bids & Budgets (Minute 0-1) 47
  • Negative Keyword Research (Keyword Research - Minutes 5-9)• Before: – Brainstorm words that your keywords might accidentally trigger. – Analyze account history looking at every click and search query to figure out if it was relevant or not. – Set the Negative Keywords – Total Time Taken: (Forever) 48
  • Negative Keyword Research (Keyword Research - Minutes 5-9) 49
  • Keyword Expansion (Keyword Research - Minutes 5-9)• Use Keyword Suggestion Tools to figure out new keyword opportunities that you may be missing out on• Review your Search Query Data to uncover promising keywords that you’re broad matching to.• Determine if the new keyword idea is worth adding or not• Determine where to place the new keyword• Make sure the addition of the keyword won’t break anything• Total Time Taken: Numerous Hours / Week - Forever 50
  • Keyword Expansion(Keyword Research - Minutes 5-9) 51
  • Review Costly Keywords (Minutes 2-4)• Before: – Review the most costly, underperforming keywords in your account – Determine statistical significance – Determine if they can be fixed or if you should pause them (to try out different keywords) – Total Time Taken: 1 Hour / week 52
  • Review Costly Keywords (Minutes 2-4) 53
  • 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 my account?• What if I don’t have any time to dedicate to doing PPC?• What if I can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes? 54
  • Summary: How to Make the Most of PPC Advisor• Most Advertisers AdWords accounts are a disaster.• Review the 7 Habits of Successful PPC Marketers.• Think of PPC campaign work as a recurring weekly task. – (You actually have to do something in your account every week.)• WordStream PPC Advisor enables the 20 minute PPC Work Week, an impactful PPC workflow for managing AdWords accounts. 55
  • See the PPC Work Week in Action• See how to put the 20-Minute PPC Work Week into practice with your own campaigns.• Request a personalized demo of PPC Advisor. marketing.wordstream.com/wsdemo 56
  • Your QuestionsThank you for attending WordStream’s webinar on: The 20 MinutePPC Work Week. #20minppcBenchmark your account today!www.wordstream.com/sempograderRequest a demo of PPC Advisormarketing.wordstream.com/wsdemoLarry Kimlkim@wordstream.comwww.wordstream.com 57
  • Thank You! www.wordstream.com Larry Kimlkim@wordstream.com 58
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