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The 20 Minute PPC Work Week with WordStream's Larry Kim


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If you can spare 20 minutes per week to optimize your paid search account, you can start to see results from PPC. To see the recorded presentation, visit

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The 20 Minute PPC Work Week with WordStream's Larry Kim

  1. 1. Webinar: The 20 Minute PPCWork WeekLarry Kim, Founder, CTOApril 12, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Agenda• 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 2
  3. 3. Speaker Introduction• Larry Kim – Founder, CTO, WordStream, Inc. – +10 Years in Search Marketing (PPC + SEO) – WordStream is a Leading Provider of PPC Management Software & Services My Contact info: • Twitter: larrykim • Google+: • 3
  4. 4. Poll Question 1: How much time do you spenddoing 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! 4
  5. 5. 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 5
  6. 6. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their 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 CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. 8. 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. CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. 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! 9
  10. 10. The Average AdWords Account forSmall & Medium Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. 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! 11
  12. 12. 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! 12
  13. 13. 1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 13
  14. 14. 2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 14
  15. 15. 3. Succeeding in PPC is all aboutrelevance Figure out what people want and give it to them. 15
  16. 16. 4. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 16
  17. 17. 5. You gotta have goals Knowing what you want defines and simplifies your workflow. 17
  18. 18. 6. Avoid analysis paralysis. Test and iterate, but don’t let the perfect be the enemy of the good. 18
  19. 19. 7. Reward yourself – take a day off! Spend time with your family, support the arts, wear sunscreen, etc. 19
  20. 20. Introducing the 20 Minute PPC Work Week! 20
  21. 21. Path to Success: WordStream’s 20 Minute PPC Work Week Time Task Min Check Bids & Budget 0-1 - Raise bids on good performing keywords, lower on poorly performing keywords. Min Pause Poorly Performing Keywords 2-4 - Look for keyword outliers with below average ROI and/or Quality Scores and dump them Min Do Keyword Research 5-9 - Add promising looking keywords to your account - Negate keywords that aren’t relevant to your business. - Experiment with more restrictive keyword match types Min Ad Text Optimization 10 - 13 - Throw out (at least) your worst 2 ads and replace them with 2 or more new ones. Try out new ad extensions, etc. Min Improve Campaign Relevancy 15 - 18 - Split-up your biggest, most bloated adgroup into 2 smaller, more targeted ones, or, come up with an idea for a better landing page offer. - Try to come up with at least 1 more-targeted ad group or landing page offer every month. Min PPC Reporting 19 - 20 - Brag to your boss (or your client). Create a report and send it out to let them know about the work you’re doing. - Set a goal for next month! 21
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  23. 23. 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
  24. 24. Neg. Keyword Research (Keyword Research - Min 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) 24
  25. 25. 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 25
  26. 26. 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 26
  27. 27. 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 can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes? 27
  28. 28. 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 28
  29. 29. Poll Question 1• Question 1: Would you like a personalized demo to see how the 20 Minute PPC work week can work for you? – Yes. – No thank you. I’d prefer to work +40 hours / week on PPC :) 29
  30. 30. Your Questions Thank you for attending our webinar on: The 20 Minute PPC Work Week! Next Steps: • Free Trial • Request a Demo • Grade your AdWords Account for Free 30