The document outlines a webinar hosted by Larry Kim discussing common PPC management issues and presenting the '20-Minute PPC Work Week' as a solution for improving Google AdWords effectiveness. It highlights seven key practices for PPC success and emphasizes the importance of regular account maintenance and relevant advertising strategies. The session also encourages utilizing WordStream's PPC Advisor for efficient account management.

1. Webinar: The 20 Minute PPC
Work Week
Larry Kim, Founder, CTO
April 12, 2012
CONFIDENTIAL – DO NOT DISTRIBUTE 1

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
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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+:https://plus.google.com/103535742941088310823
• lkim@wordstream.com
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4. Poll Question 1: How much time do you spend
doing PPC work every week?
a) I'm supposed to do work in my PPC account every
week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
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5. Poll Question 2: What's your biggest Time Sink in
PPC Management?
a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization
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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. 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. PPC Trivia! (Continued)
3. What percentage of AdWords
accounts 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. 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!
http://www.wordstream.com/google-adwords
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10. The Average AdWords Account for
Small & Medium Businesses.
CONFIDENTIAL – DO NOT DISTRIBUTE 10

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!
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12. 7 Things that we know to be true
about 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!
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13. 1. PPC is Hard…
But the right tools,
techniques and education can
make it a LOT EASIER.
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14. 2. You get what you put in…
A little work every week on your
AdWords campaigns can deliver
big dividends.
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15. 3. Succeeding in PPC is all about
relevance
Figure out what people want
and give it to them.
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16. 4. Keep your PPC house clean
Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
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17. 5. You gotta have goals
Knowing what you want
defines and simplifies your
workflow.
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18. 6. Avoid analysis paralysis.
Test and iterate, but don’t let
the perfect be the enemy of
the good.
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19. 7. Reward yourself – take a day off!
Spend time with your family,
support the arts, wear
sunscreen, etc.
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20. Introducing the 20 Minute PPC Work Week!
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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. 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. 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)
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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
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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
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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?
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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
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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 :)
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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
http://www.wordstream.com/try
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