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Digital marketing for 2014

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Digital marketing for 2014

  1. 1. A PPC Marketer's New Years Resolution for HOSTED BY: &
  2. 2. Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – 6 Years ago, started WordStream! – Provider of the an industry leading PPC Management Platformfeaturing the 20 Minute PPC Work Week • Sam Owen – Account Manager at Hanapin Marketing and Blogger at PPC Hero – Manages Hanapin’s CRO clients – Avid blogger on PPCHero.com – PPCHero.com is the leading site for PPC Strategies, News and Information & @SamOwenPPC, @larrykim
  3. 3. Today’s Agenda • Our Top 10 PPC New Year’s Resolutions! You know how I always dread the whole year? Well, this time I'm only going to dread one day at a time. & 3 @SamOwenPPC, @larrykim
  4. 4. Join the Conversation • Include the hashtag#thinkppcin your Twitter tweets • Or use the webinar question box to send us questions. & 4 @SamOwenPPC, @larrykim
  5. 5. Live Poll Question 1 How long have you been involved with Search Marketing? #thinkppc a) b) c) d) Less than 1 Year 1-3 Years 3-5 Years 5+ Years & 5 @SamOwenPPC, @larrykim
  6. 6. Live Poll Question 2 Question: How Do You Manage Your Account? #thinkppc A. B. C. D. I manage it myself I’m part of a team that manages it I outsource my account management I’m rethinking how my account is managed & 6 @SamOwenPPC, @larrykim
  7. 7. 10. Get Organized Force Multipliers Army A Army B B’s Advantage 2 Units 3 Units 3²-2² = 5 2 Units 4 Units 4²-2² = 12 & 7 @SamOwenPPC, @larrykim
  8. 8. 10. Get Organized (Continued) Campaign Organization in PPC is #1 Force Multiplier (Lots of Leverage!) • Direct Impact on KPI’s! – Impacts CTR, Quality Score, Avg. Position, Actual CPC, etc. • Huge Indirect Impact – Reporting & Budgeting – Figuring out what to do where – Ability to tackle future campaign expansions & 8 @SamOwenPPC, @larrykim
  9. 9. 9. Try Something New • Tons of AdWords Features To Explore! • AdWords Scripts • New Ad Extensions • Remarketing For Search • Dynamic Remarketing & 9 9
  10. 10. 9. Try Something New (Continued) & 10 10
  11. 11. 8. Quit Smoking & 11 @SamOwenPPC, @larrykim
  12. 12. 8. Quit Smoking (Continued) Use a Free Negative Keyword Tool & 12 @SamOwenPPC, @larrykim
  13. 13. 7. Get Creative! • Is Your Ad Copy Stale • Try a feature-benefit matrix & 13 13
  14. 14. 7. Get Creative! (Continued) & 14 14
  15. 15. 6. Help Others • Join the AdWords Community • https://www.en.adwords-community.com/ • Write blog posts to teach the things you’ve learned! • Cross-audit accounts with friends • Post on reddit.com/r/ppc & 15 15
  16. 16. 5. Save Money Use My Free PPC Tools! • Keyword Niche Finder • Free Keyword Tool • AdWords Grader & 16 @SamOwenPPC, @larrykim
  17. 17. 5. Save Money (Continued) Other Free PPC Tools • SpyFu / SEMRush* • Ad Automator • AdWords Scripts, etc. & 17 @SamOwenPPC, @larrykim
  18. 18. 4. Reduce Stress Levels • Get help managing your PPC! • Tools • Agency • Freelance • In house • Plan Your Time! • Use Alerts & Notifications & 18 18
  19. 19. 3. Better Manage Your Time What To Focus On in AdWords? • Top 4 campaigns (19%) = 78.8% of Spend • Top 1 campaign (4.7%) = 31% of Spend & 19 @SamOwenPPC, @larrykim
  20. 20. 3. Better Manage Your Time (Continued) What To Focus On in AdWords? • 68.4% of conversions from 19% of campaigns • 21.5% of conversions from 4.7% of campaigns & 20 @SamOwenPPC, @larrykim
  21. 21. 3. Better Manage Your Time (Continued) What Keywords to Focus On? • 86% of spend came from 20% of keywords • 92.2% of conversions came from 20% of keywords & 21 @SamOwenPPC, @larrykim
  22. 22. 3. Better Manage Your Time (Continued) What Ads to Test? • 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions & 22 @SamOwenPPC, @larrykim
  23. 23. 3. Better Manage Your Time (Continued) What Landing Pages to Optimize? • 20% of Ad Groups are 85.6% of the clicks & 23 @SamOwenPPC, @larrykim
  24. 24. 3. Better Manage Your Time (Continued) Develop a Better SEM Workflow & 24 @SamOwenPPC, @larrykim
  25. 25. 3. Better Manage Your Time (Continued) • 80/20 Applies to AdWords Campaign Management – Millions of possible things to do – Some generate huge impact, others are negligible • How You Spend Your Time Matters – – – – – Keyword Expansion Keyword Deletion Ad Text Optimization Landing Page Optimization Etc. & 25 @SamOwenPPC, @larrykim
  26. 26. 2. Get A Better Education Make time for reading blogs every week • adwords.blogspot.com • community.bingads.microsoft.com/ads/en/bingads/b/blog/default.aspx • searchengineland.com • searchenginewatch.com • searchenginejournal.com • wordstream.com/blog • ppchero.com • certifiedknowledge.org/blog/ • 3qdigital.com/blog • Kissmetrics.com/blog • Boostctr.com/blog & 26 26
  27. 27. 2. Get A Better Education (Continued) • Attend Webinars • Follow #PPCChaton Twitter! & 27 27
  28. 28. 1. Take A Trip! & 28 28
  29. 29. Special Offer Q: Would you like… • FREE live demo of WordStream’s PPC Advisor • A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend). & 29 @SamOwenPPC, @larrykim
  30. 30. Your Questions Thank you for attending WordStream& Hanapin Marketing’s PPC webinar. #Thinkppc Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing http://www.hanapinmarketing.com/solutions-blueprint-sign-up Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Sam Owen sam.owen@hanapinmarketing.com http://twitter.com/samowenppc & 30 @SamOwenPPC, @larrykim

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