This document summarizes a live webinar discussing common misconceptions about using Google AdWords for pay-per-click advertising. The webinar is presented by Erin Sagin from WordStream and Bryan Todd from Perry Marshall & Associates. They discuss five top misconceptions people have that AdWords is not effective, too expensive, results in traffic that doesn't convert, requires too much management, and is too difficult to use. For each misconception, they provide the reality of how to properly and effectively use AdWords to overcome these common objections.

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LIVE WEBINAR
Does AdWords
Work?
ERIN SAGIN
11.05.15

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Meet Brian & Erin
Erin Sagin
• PPC Evangelist & Community
Manager
• 4th Year at WordStream
• @erinsagin
Bryan Todd
• Co-Author of The Ultimate Guide
to Google Adwords
• Provides AdWords & marketing
advice & coaching at Perry
Marshall & Associates

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Launch Poll

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So, does AdWords work?

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Destroying the Top 5 PPC Misconceptions

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Haters’ Misconception #1: My SEO Is
So Good That I Don’t Need PPC

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Reality: SEO Isn’t Reliable

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64.6%
35.4%

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Imagine that your bathtub is overflowing

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Who would you call?

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Mobile is killing SEO

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Where’d those listings go?

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Even brand searches yield more clicks with
PPC

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SEO is turbulent

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Haters’ Misconception #2: AdWords
Is TOO Expensive

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Reality: AdWords is only expensive if you’re
not getting ROI…

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Learn how to use it
• Account Structure
• Keyword Research
• Negative keywords
• Bidding Strategies
• Search vs. Display

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AdWords Auction Formula: Ad Rank

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AdWords Auction Formula: Actual CPC

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Google wants ads to be relevant
65
BAD POOR GREAT!
21 3 4 7 8 9 10

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Google is customer-centric

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Remember, you’re in control

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Haters’ Misconception #3: AdWords
Traffic Never Converts

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Reality: You’re Doing Something (or several
things) Wrong

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Did you fall into the eBay trap?

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Review your structure

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Revamp your landing pages

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Explore remarketing

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Track ALL of your conversions

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Haters’ Misconception #4: Managing an
AdWords Account is a Full Time Job

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Reality: It can be, but it doesn’t have to be…

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Save time by…
• Deleting keyword clutter
• Deleting useless ads
• Implementing ad customizers
• Using scripts for efficient reporting

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AdWords management should be continuous
and on-going

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Utilize tools and automation
You can spare 20 minutes!

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Haters’ Misconception #5: AdWords
Is Hard

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Reality: It’s easy to learn!

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There’s no shortage of learning materials

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Launch Poll

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Give us a call:
(617) 963-0555 ext 2
or email:
support@wordstream.com
Questions?