10 ways to outsmart your ppc competition in 2013
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10 ways to outsmart your ppc competition in 2013

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  • WS introduction – hand off to Larry
  • WS introduction – hand off to Larry
  • WS introduction – hand off to Larry
  • WS introduction – hand off to Larry
  • WS introduction – hand off to Larry
  • WS introduction – hand off to Larry
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10 ways to outsmart your ppc competition in 2013 10 ways to outsmart your ppc competition in 2013 Presentation Transcript

  • 10 Ways to Outsmart Your PPC Competition in 2013 Presenters: Larry Kim | Founder, CTO of Wordstream Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin MarketingHOSTED BY: &
  • Speaker Introductions• 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• Amanda West-Bookwalter – Account Manager at Hanapin Marketing and Blogger at PPC Hero – Focuses primarily on eCommerce – PPCHero.com is the leading site for PPC Strategies, News and Information & 2
  • Today’s Agenda• Competition in PPC is more fierce than ever! You need to be faster and smarter than your competitors to keep up.• 10 tips to help you outsmart your competition in 2013.• Questions & Answers. & 3 3
  • Take Part in Live Blogging on Twitter / Google+• Include the hashtag#ppccompetitionin your Twitter tweets, Google+ status updates, etc. & 4 4
  • Live-Poll Question 1Question: Which of the following tools do you find most helpful ingetting an edge on your competitors? #ppccompetitiona) Google Analyticsb) SpyFuc) WordStream’sAdWords Graderd) New Google Betase) AdWords Scripts & 5 5
  • Live-Poll Question 2How long have you been involved with Search Marketing?#ppccompetitiona) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years & 6 6
  • 1. Be More Organized Than Your CompetitionA. Tighten your ad tests and AdWords Campaign ExperimentsB. Give yourself timeC. Example: Ad Test Matrix & 7 7
  • Example: Ad Testing Matrix & 8 8
  • 2. Use Bid Management and Reporting Tools.A. Automate and free up your time from maintenanceB. Paid optionsC. Free Options & 9 9
  • Try It Now: AdWords Automated Bidding RulesGo to your account’s Keywords tab and select the “Automate”button. You have a variety of rules to choose from, so selectcarefully based on your KPIs! & 10 10
  • 3. Learn How to Use AdWordsScripts and Excel Macros.A. Make your Mountains of data easier to digestB. Generate graphs for ad copy analysis, examine keywords, and Quality Score monitoring.C. Generate unique insights from the most basic of AdWords & 11 11
  • 4. Utilize third party retargeting sitesA. Get bigger audiences to reach your most qualified audiences.B. Get access to Facebook Ad Exchange.C. Use dynamic ads & 12 12
  • 5. Make sure you’re on the cutting edge for new betasA. Google Analytics whitelistingB. Search RemarketingC. Get with an agency that has a great relationship with their Google rep & 13 13
  • 6. Analyze your data to find your account’s sweet spot in termsof average ad positions.A. Stop wasting money trying to get to the top.B. Download a keyword report by campaign, segment for week, create a pivot table.C. Check out this URL for a step-by-step guide: http://www.ppchero.com/find-your-ppc-accounts-optimal-ad- position-with-pivot-tables/ & 14 14
  • & 15 15
  • 7. Get Your Quality Score Discount!!
  • Typical Quality Score Discounts• Source: “The Economics of Quality Score” by Mr. Craig Danuloff
  • Advertiser A – 14% Click Through Rate 20
  • Advertiser A – Avg. Quality Score of 8.8 21
  • Advertiser A 22
  • Advertiser B – 1.3% Click Through Rate 23
  • Advertiser B – Avg. Quality Score 3.8 24
  • Advertiser B 25
  • 9. Ad Extensions! & 26 26
  • 9. Creative Ads (Source: Perry Marshall) & 28 28
  • What Ad Testing Is Not & 29 29
  • Forrest vs. Leaves“Forrest” “Leaves” • Grammar• “Creative Stuff” – Punctuation – Your Offer – Capitalization – Your USP – Spelling – Your Guarantee Focus on this & 30 30
  • Example & 31 31
  • • Source: Perry Marshall & 32 32
  • Example 1 & 33 33
  • Example 2 & 34 34
  • 3 Tips for a USP / Offer that Stands Out From the CompetitionAsk your customers!• What is your #1 question about ____?• What caused you to look for ____ today?• What would you like us to help you with today? & 35 35
  • 10. Maintain an Active PPC Lifestyle & 36 36
  • & 37 37
  • 11. Find Out How Your Account Compares with the Competition- Grade Your PPC Account!• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on 8 Key PPC metrics• Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords & 38 38
  • Grade Your Quality Score & 39 39
  • Grade Your Quality Scores & 40 40
  • Grade Your Click Through Rates www.wordstream.com/google-adwords & 41 41
  • Summary• Work smarter in 2013 to get an edge on your competition.• Look for new tools and opportunities to provide insights that your competitors might have missed! & 42 42
  • Final Poll QuestionQ: If you’re looking for help with your accounts, would you like…#ppccompetitiona) WordStream Offer: A free 1-on-1 AdWords account assessment with a certified AdWords Professionalb) A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend) & 43 43
  • Your QuestionsThank you for attending WordStream& Hanapin Marketing’s PPCOptimization Clinic webinar. #ppcclinicDon’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trialSign up for a Free Solutions Blueprint from Hanapin Marketing http://www.hanapinmarketing.com/solutions-blueprint- sign-upOr contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Amanda West-Bookwalter amanda.west-bookwalter@hanapinmarketing.com & 44 44