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PPC Profitability for Small Business


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With the right tools and processes, small businesses can succeed at PPC. Together with insight from Howard Tung, Strategic Partner Manager - Google Channel Sales, WordStream Founder Larry Kim will show you how to make PPC work for your business.

In this webinar, we explore three successful models for managing PPC. You'll:

Learn how to evaluate your potential gains from PPC, including Google AdWords

Discover three models for managing and executing a PPC program

Identify the right path for your business

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PPC Profitability for Small Business

  1. 1. Google and WordStream Webinar:3 Paths For Small Business PPCProfitabilityHoward Tung, GoogleLarry Kim, WordStreamJanuary 11, 2012
  2. 2. Today’s Agenda• Introductions• Key Trends in Online Marketing for 2012 from• Trivia & Poll• 3 Paths for PPC Success• Questions & Answers 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #3pathsppc in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions• Howard Tung – 8+ years in Online industry with Google, Microsoft, and IGN Entertainment – Recently joined Google in early 2010 to focus on Strategic Partnerships for Small-Medium Business/ Local Channel.• 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 – WordStream helps people get their website found on the internet! 4
  5. 5. Let’s learn a little about you…. 5
  6. 6. Quick PollHow long have you been involved with SearchMarketing?o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years 6
  7. 7. Quick PollHow would you describe your Search Marketingresults? o I’m new to Search Marketing o Who knows – I don’t measure my results o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into PPC o Stellar – PPC is my most successful lead/traffic generating channel 7
  8. 8. Do you understand these terms? CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. 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 and advertisers appear to be equally guilty... CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. 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 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. The Average PPC Account for Small& Medium-Sized Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. What we know about PPC Failure Advertisers get Complexity and frustrated, lack of time conclude PPC results in poor doesn’t work understanding for them. of search. Poor Understanding Yields Poor Results CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. Getting your PPC Marketing on theRight Track 1. Identify the potential 2. Choose your yard stick 3. Take stock of your resources 4. Choose one of 3 paths to PPC Success!
  15. 15. Step 1: Identify the potential – Is your business a good fit for PPC? – Guestimate the potential – Figure out an initial budget CONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. Step 2: Choose Your Yardstick Better AccountablityHow will you measure success? but Harder to – Sales: Return on Ad Spend (e.g. Online implement. Retail) – Leads: Cost per lead • Comparing it to the average value of a lead • Comparing to what you pay for other marketing venues – Traffic: Driving traffic to your site (or calls Less Accountability to your business) but Easier to implement. CONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. Step 3: Define your ResourcesWhat can you devote to your PPC Program? – Time • How much time can you devote? – Budget • How much budget do you have? – Staff • Hire vs. outsource? CONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Step 4: Choose a PathThere are really 3 PPC Implementation Paths 1. Do it yourself 2. Leverage software 3. Outsource to an Agency CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Path 1: Do it YourselfPros ConsNo additional fees for You have build, manage and software or services optimize your campaigns Time intensive Easy to make costly mistakes Requires deep understanding of PPC techniques Best for PPC professionals with expert knowledge and years of experience CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Path 2: Leverage PPC ToolsPros ConsImprove results Cost for softwareSave time You still have build, manage and optimize your campaigns Best for those who have PPC experience and time or resources to managed program CONFIDENTIAL – DO NOT DISTRIBUTE 20
  22. 22. Path 3: OutsourcePros ConsExperts To Handle Not for control-freaks Everything Not “Free”Better Results Finding a partner you canPeace of Mind trustQuick set up Best for those who are new too PPC, time constrained or not getting results they want CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. Example: Traffic Express (From WordStream) CONFIDENTIAL – DO NOT DISTRIBUTE 23
  24. 24. Path to Success Identify the potential Take stock of your resources Choose one of 3 paths to PPC success • Do it Yourself • Use Software • Outsource 24
  25. 25. Want Some Help?Are you interested in…o A Free Traffic Analysis with one of our Search Marketing Expertso A free AdWords account performance review with one of our AdWords experts 25
  26. 26. Your Questions Thank you for attending our webinar! Get a FREE Traffic Analysis and identify the potential of PPC for your business! Evaluate your current AdWords account using WordStream’s Free Performance Grader: Or contact us directly: 26