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20 Minute PPC Work Week With Perry Marshall and Larry Kim


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WordStream's CTO and founder Larry Kim partners with Perry Marshall, author of "The Ultimate Guide to Google AdWords," in this exciting webinar that'll show you just how easy ppc can be.

You can expect to learn:
- Where most businesses fail in their PPC accounts
- 7 Guidelines to Google AdWords Success
- How to achieve PPC success in just 20 minutes a week

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20 Minute PPC Work Week With Perry Marshall and Larry Kim

  1. 1. Webinar:The 20 Minute PPC WorkWeekLarry Kim, WordStreamPerry Marshall, Founder, PerryMarshall.comJuly 17, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. 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 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions• Perry Marshall – Perry Marshalls books on Google AdWords are the most popular in the world.• 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 and Keyword Research Tools 4
  5. 5. Speaker Introductions• Howie Jacobson – Co-Author of AdWords For Dummies – Co-Founder of Vitruvian Way, PPC Agency• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 years – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools 5
  6. 6. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. 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! 7
  8. 8. Poll Question 2: Whats your biggest Time Sink inPPC Management?a) PPC Bid Managementb) Reporting & Analysisc) Ad Text Authoringd) Keyword Research / Negative Keyword Researche) Landing page creation / Optimization 8
  9. 9. 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 CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. 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… CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. 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 11
  12. 12. Grade Yourself!• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on the 8 PPC metrics that really matter• Compares how you’re doing against other accounts of similar size (monthly spend) 12
  13. 13. What will you learn? CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. The Average AdWords Account forSmall & Medium Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 15. 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! 15
  16. 16. 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! 16
  17. 17. 1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 17
  18. 18. 2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 18
  19. 19. 3. Succeeding in PPC is all aboutrelevance Figure out what people want and give it to them. 19
  20. 20. 4. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 20
  21. 21. 5. You gotta have goals Knowing what you want defines and simplifies your workflow. 21
  22. 22. 6. Avoid analysis paralysis. Test and iterate, but don’t let the perfect be the enemy of the good. 22
  23. 23. 7. Reward yourself – take a day off! Spend time with your family, support the arts, wear sunscreen, etc. 23
  24. 24. Introducing the 20 Minute PPC Work Week! 24
  25. 25. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. 26
  27. 27. 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
  28. 28. Neg 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) 28
  29. 29. 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 29
  30. 30. 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 30
  31. 31. 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? 31
  32. 32. 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 32
  33. 33. 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 :) 33
  34. 34. Your Questions Thank you for attendingVitruvian Way and WordStream’s webinar on: The 20 Minute PPC Work Week. #20minppc Benchmark your account today! Don’t forget to sign up for our Free Trial: Or contact us directly: Larry Kim Perry Marshall 34