If you can spare 20 minutes per week to optimize your paid search account, you can start to see results from PPC. To see the recorded presentation, visit http://www.wordstream.com/webinar

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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