Does Google AdWords Really Work?

Two of our PPC experts are determined to help you dispel common myths & objections about paid search and show you if AdWords REALLY does Work! Join the webinar to learn: -If I have strong organic traffic, do I even need to pay for clicks? -How much is too much to be paying? -Does AdWords traffic even convert? -Is AdWords effective enough for me to spend my time on it?

1@ChappyMargot @erinsagin@ChappyMargot @ErinSagin
Does AdWords Work?

2@ChappyMargot @erinsagin
www.wordstream.com/learn
Want to get smart in paid search?
@ChappyMargot @ErinSagin

3@ChappyMargot @erinsagin
Join the conversation on Twitter
#PPCLife
@WordStream
@ChappyMargot
@ErinSagin
@ChappyMargot @ErinSagin

4@ChappyMargot @erinsagin
Meet Margot & Erin
• PPC Evangelist &
Community Manager
• 4th Year at WordStream
• @erinsagin
• PPC Expert & Content
Marketer
• Former Windsurfing
Instructor
• @ChappyMargot
@ChappyMargot @ErinSagin

5@ChappyMargot @erinsagin
QUICK POLL:
What do you dislike about AdWords?
a) It’s so time-consuming
b) It’s way too expensive
c) Not getting results
d) Not sure if our business needs it
e) Other
@ChappyMargot @ErinSagin

6@ChappyMargot @erinsagin
So, does AdWords REALLY work?
@ChappyMargot @ErinSagin

7@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

8@ChappyMargot @erinsagin
Destroying the Top 5 PPC Misconceptions

9@ChappyMargot @erinsagin
Haters’ Misconception #1: My SEO Is
So Good That I Don’t Need PPC

10@ChappyMargot @erinsagin
Reality: SEO Isn’t Reliable
@ChappyMargot @ErinSagin

11@ChappyMargot @erinsagin
64.6%
35.4%
@ChappyMargot @ErinSagin

12@ChappyMargot @erinsagin
Imagine that your bathtub is overflowing
@ChappyMargot @ErinSagin

13@ChappyMargot @erinsagin
Who would you call?
@ChappyMargot @ErinSagin

14@ChappyMargot @erinsagin
Mobile is killing SEO
@ChappyMargot @ErinSagin

15@ChappyMargot @erinsagin
Where’d those listings go?
@ChappyMargot @ErinSagin

17@ChappyMargot @erinsagin
SEO is turbulent
@ChappyMargot @ErinSagin

18@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

19@ChappyMargot @erinsagin
Haters’ Misconception #2: AdWords
Is TOO Expensive

20@ChappyMargot @erinsagin
Reality: AdWords is only expensive if you’re
not getting ROI…
@ChappyMargot @ErinSagin

21@ChappyMargot @erinsagin
Learn how to use it
• Account Structure
• Keyword Research
• Negative keywords
• Bidding Strategies
• Search vs. Display
@ChappyMargot @ErinSagin

23@ChappyMargot @erinsagin
AdWords Auction Formula: Ad Rank
@ChappyMargot @ErinSagin

24@ChappyMargot @erinsagin
AdWords Auction Formula: Actual CPC
@ChappyMargot @ErinSagin

25@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

26@ChappyMargot @erinsagin
Google wants ads to be relevant
65
BAD POOR GREAT!
21 3 4 7 8 9 10
@ChappyMargot @ErinSagin

27@ChappyMargot @erinsagin
Google is customer-centric
@ChappyMargot @ErinSagin

28@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

29@ChappyMargot @erinsagin
Remember, you’re in control
@ChappyMargot @ErinSagin

30@ChappyMargot @erinsagin
Haters’ Misconception #3: AdWords
Traffic Never Converts

31@ChappyMargot @erinsagin
Reality: You’re Doing Something (or several
things) Wrong
@ChappyMargot @ErinSagin

32@ChappyMargot @erinsagin
Did you fall into the eBay trap?
@ChappyMargot @ErinSagin

33@ChappyMargot @erinsagin
Review your structure
@ChappyMargot @ErinSagin

34@ChappyMargot @erinsagin
Revamp your landing pages
@ChappyMargot @ErinSagin

35@ChappyMargot @erinsagin
Explore remarketing
@ChappyMargot @ErinSagin

36@ChappyMargot @erinsagin
Track ALL of your conversions
@ChappyMargot @ErinSagin

37@ChappyMargot @erinsagin
Haters’ Misconception #4: Managing an
AdWords Account is a Full Time Job

38@ChappyMargot @erinsagin
Reality: It can be, but it doesn’t have to be…
@ChappyMargot @ErinSagin

39@ChappyMargot @erinsagin
Save time by…
• Deleting keyword clutter
• Deleting useless ads
• Implementing ad customizers
• Using scripts for efficient reporting
@ChappyMargot @ErinSagin

40@ChappyMargot @erinsagin
AdWords management should be continuous
and on-going
@ChappyMargot @ErinSagin

41@ChappyMargot @erinsagin
Utilize tools and automation
You can spare 20 minutes!
@ChappyMargot @ErinSagin

42@ChappyMargot @erinsagin
Haters’ Misconception #5: AdWords
Is Hard

43@ChappyMargot @erinsagin
Reality: It’s easy to learn!
@ChappyMargot @ErinSagin

44@ChappyMargot @erinsagin
There’s no shortage of learning materials
@ChappyMargot @ErinSagin

45@ChappyMargot @erinsagin@ChappyMargot @ErinSagin
Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with
Certified Consultant
c) I don’t need help with my PPC

46@ChappyMargot @erinsagin
Q & A
@ChappyMargot @ErinSagin

47@ChappyMargot @erinsagin@ChappyMargot @ErinSagin
THANK YOU!
Benchmark your AdWords account today!
Questions? 855.967.3787
www.wordstream.com/google-adwords

Have you ever asked yourself, 'Does Google AdWords REALLY Work?' It is a common question that anyone who has spent or is considering spending on AdWords asks themselves. Join us Thursday, November 5th as our PPC experts help you answer that question and so much more. Learn tactics like: -If I have strong organic traffic, do I even need to pay for clicks? -How much is too much to be paying? -Does AdWords traffic even convert? -Is AdWords effective enough for me to spend my time on it

BIG CHANGES to Google Ad Placement: How Will it Affect Your Campaigns?

Things are always changing in the world of search, but last week Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page. In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries. Join the webinar to learn: -Exactly how this change will impact you -What you can do to prepare -Data on expected impacts to CTR, cost per click, and impression volume

Digital Agency Day: Live Event

Struggling with pitching and convincing clients to adopt new digital tactics into their marketing strategy? You’re not alone. That’s why we are bringing paid search expert Erin Sagin and video marketing mastermind Kristen Craft together to help you tell a strong story. These two will walk you through who to target and how to start the conversation. And after winning new business, it’s essential to prove positive results; they will show you how to speak to the data you've collected and prove a compelling outcome. At this event, you'll learn: -How to pitch clients on new digital marketing strategies -Who to target from a search and video marketing perspective -How to grow client retainers with new kinds of work -How to manage and grow reporting efforts in a scalable way

ALERT! 10 Alarming Signs You Need Help with PPC

Despite what many people believe, a “set it and forget it” advertising strategy won’t work for PPC. You need to devote time, effort, and resources to managing your campaigns, but even the most diligent marketer can let things slide. Our PPC evangelist, Erin Sagin, will discuss some common signs that your account might be in trouble, including: -High spend with low conversions -Poor, disorganized account structure -Average Quality Scores of 5 or less

Expand Your Agency: How To Win PPC Business

Is business growth your top goal for 2016? We’re here to help you make it happen. Convincing clients to adopt new tactics and services into their business plan is a strong strategy to continue expansion. However, many clients may be unfamiliar or skeptical of new digital marketing methods, such as pay-per-click advertising and remarketing, that could greatly increase their reach and sales potential – so it’s your job to introduce them. During this webinar, paid search expert Erin Sagin will walk you through who to target and how to counter common objections to sell clients on adopting new, lucrative online marketing strategies. During this webinar, you'll learn: -How to pitch clients on new digital marketing strategies -Who to target from a PPC, ad buying, and remarketing perspective -How to counter common objections and skepticisms

What You Need to Know to Win PPC Business

Two of our veteran PPC consultants will reveal the strategies you need to adopt in order to win new business to grow your agency and keep clients HAPPY. Join the webinar to learn: -How to frame initial conversations to position your agency as a necessity, not a luxury -How to demonstrate the value of PPC in ways that align with clients’ objectives -How to prove you’re the best agency for prospective clients -How to define deliverables and report on them clearly in a way clients understand

5 Tricks to Create Unforgettable PPC Ads

The best ads, all share one quality - they're memorable! So now the question is, how do you create ads that leave lasting impressions? In this brand-new webinar, our resident PPC expert, Erin Sagin, will show you actionable, data-back tactics that will help your ads STANDOUT and get MORE CLICKS! Join the webinar to learn: -Create eye-catching headlines that stand out -Inspire searchers to take action immediately by tapping into 'fear of missing out' with AdWords' new ad customizers -Leverage emotional triggers such as humor, jealousy, and surprise

7 Deadly Sins in Your PPC Account & How to Fix Them

Are you guilty of letting your keywords accumulate dust, as you flicked the auto-pilot switch on? Perhaps, you’re new to the world of pay per click or getting back in the game after a long hiatus? Either way, it’s the perfect time for a PPC confessional. Two of our PPC experts reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.

Conversion rate optimization is one of the hottest trends in digital marketing, and for good reason. In today’s increasingly competitive marketplace, it has never been more important to make adjustments to your PPC campaigns that will increase your conversion rates and deliver higher return on investment. Whether you’re familiar with conversion rate optimization or a newcomer to CRO, Erin will show you how to get more out of PPC by optimizing and refining the techniques you’re already using.

How To Win New Clients (When You Suck at Sales)

5 Creative Ways to Leverage Travel Data to Make More Sales

Closing The Loop On Mobile Search Marketing [Webinar]

For more information, visit www.wordstream.com In this webinar, Closing The Loop On Mobile Search Marketing, WordStream Founder and CTO Larry Kim will join Hosted Numbers’ Marketing Manager Nikki Lee to explain the how’s and why’s of mobile search marketing right now. You’ll learn: - Why mobile users are more ready to buy - The newest mobile best practices for 2013 - How to maximize clicks and conversions while minimizing CPC on mobile search ads - How to close the loop on ROI measurement with call tracking

21 PR Tools & Tricks | Casie Gillette | SearchLove London 2015

Mastering the Art of Competitive Intelligence for Paid Search

Outsmart your competition. In today’s highly competitive business world, you need to be aware of what others in your industry are doing and how you can adapt their best techniques to make your business even stronger. Tune in for our live webinar with experts from WordStream and iSpionage; we'll show you the latest paid search strategies so you can outshine your rivals, attract more leads, and win more business. Don't miss your chance to learn how to increase your competitive advantage in the marketplace - register now! During the webinar, you'll learn: -How to strategically write ad copy to snipe traffic from competitors -How to use custom affinity to divert leads from rival companies -How to use innovative paid placements on Gmail and YouTube to steal traffic from competing businesses

Brighton SEO 2017: Six Kick Ass Content Strategies - Laura Hampton

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Google Search: Rapid-Fire 2016 Predictions, 2015 Analysis

Are you scrambling to get results from your search campaigns as you head into 2016? Luckily, we have two search experts to walk you through the best features of 2015 and demystify search marketing for the upcoming year. In this live webinar, Larry Kim of WordStream will guide you through paid search options, while Pete Meyers of Moz will take on organic search features, each offering their predictions for what’s to come in 2016. During this webinar, you’ll learn: -The best PPC and SEO features of Google from 2015 -What to expect from paid and organic search in 2016 -PPC secret weapons like ad customizers and customer match -SEO strategies from our special guest Pete Meyers

Creative Social Strategies: More Than Just Facebook | Dallas Digital Summit 2...

The WordStream Advisor Tour

WordStream Advisor helps you optimize the money you spend on paid search and social ads to effectively convert those leads into paying customers. We are experts in paid search; we’ve analyzed BILLIONS in AdWords spend. And we’ve baked that knowledge into our software, to help you do what really works in PPC, every week. Our software is constantly evolving to keep up with the ever changing digital landscape. Join PPC Evangelist, Erin Sagin, to see the latest updates to our software, you'll see how to: -Advertise on Facebook! -WordStream Advisor makes social PPC easy AND effective, providing you with guided workflows and powerful tools to help you succeed. -Set Cost Per Action Goals! -Set a target CPA goal and then let our 20-Minute Work Week generate customized weekly recommendations to help you reach that goal. -Build Beautiful Mobile Responsive Landing Pages! -Building pages that work across devices is super easy with our new landing page builder.

Affiliate Marketing - What's it All About?

Acceleration Partners

How to get your search, brand, PR and social efforts to work together - Steph...

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Creating a Content Promotion Plan that Works | Digital Marketing for Business...

The idea of “If you build it, they will come” doesn’t apply to content. In fact, with so much content being created every day, just getting your piece to stand out has become a major challenge for businesses. The good news is, content marketing, when done right, can drive traffic, social shares, and links. More importantly, it can drive the right traffic, social shares from industry influencers, and links from relevant sources. The key is in the promotion strategy. This presentation looks at how businesses can create a content promotion strategy from start to finish. Understand how to identify relevant post topics, find and reach influencers, and get those influencers to share your content when it launches. See real life examples and the tools that can help content marketers succeed.

Search Content vs. Social Content

Semrush

One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works. In this presentation by Daniel Hochuli, you'll learn: - Why same content published on both search and social media often fails to deliver results. - How to develop and optimise a content marketing strategy that best suits your digital channels. - How to intelligently report content marketing success using audience metrics.

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How to Prioritize Everything | BrightonSEO | March 2021

Mary Albright

Learn how to use data and custom formulas to prioritize everything, from target keywords for your SEO campaigns to which content topics to write about... to what to have for dinner! Linked in the presentation is a Google Sheet with a few custom formulas to help you prioritize as well as a few google apps scripts that automate your priorities for you! Tweet me @themerrymary if you tried any of these out! Mary Albright | March 2021 | BrightonSEO

5 Tricks to Create Unforgettable PPC Ads

8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic

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Figaro 2016 - Generating links and social engagement in the financial industry

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The Power of AdWords: Making it Work For You! (Webinar)

Know the feeling you get each month when you see the Google AdWords charge on your credit card statement? You know, somewhere between contempt and sadness. That feeling exists because it’s difficult to connect that costly transaction with the value it has to your business. But the truth is, Google is one of the most profitable companies on the planet for a reason! AdWords works. We'll show you easy ways to start connecting the charge on your card to REAL revenue for your business. You'll learn: - How to avoid common money-wasting PPC pitfalls - How to get 32% gain in brand clicks - How to convert clicks into customers - How to manage your account in 20 minutes a week For more information on WordStream's services, visit www.wordstream.com.

BIG CHANGES to Google Ad Placement: How Will it Affect Your Campaigns? 5 Key ...

Things are always changing in the world of search, but last month Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page (SERP). In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries. Now, as the dust from this surprising change settles, we’re beginning to see exactly which accounts were affected and what advertisers should be looking out for. Join the webinar to learn: -Exactly how this change will impact you -Data on expected impacts to CTR, cost per click, and impression volume -How advertisers have been able to capitalize on the change

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In this webinar, WordStream founder & CTO, Larry Kim shares the biggest upcoming trends in PPC. With paid search constantly evolving it is difficult to keep up, so let us help you dominate PPC marketing! We want you to be prepared for these trends to impact your business, and help you gain a leg up on your competition. Here's what you'll learn: >What tools are here to stay >How social media will change the face of PPC >Where and how content marketing comes into play >And tons more! For more information on WordStream, visit www.wordstream.com.

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Allow us to introduce you to the dream team of online marketing... Facebook and AdWords: good in their own right, infinitely better in concert. Check out our live webinar to find out how you can get ahead with cross-platform strategies including: - Using advanced targeting capabilities across networks - Choosing the right ad formats for your business - Leveraging data from multiple platforms to evaluate performance

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Technology is changing at an incredible pace, which makes it challenging to stay on top of the latest trends. New technology is constantly changing the way we interact with the world, and consequently, how businesses should effectively market to their audience. Also, probably not helped by our own ineptitude, in the keeping up to date stakes.Let’s face it, digital marketers are up there with social workers, traffic wardens and lawyers in the popularity game these days. Remember geek chic? Wasn’t that grand? The big question is, can we recover our “cool career” reputation or are we so thoroughly fenced in by “techies to the left of me, jokers to the right” and the long arm of the law on our backs.This talk will explore three key themes that are/or will change our world and what marketers need to know about them, if we are once again – to make friends and not alienate people.

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What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive! Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn: - Average CPCs in 2021 for the top five PPC platforms. - 13 platform-specific tips to lower your CPC. - The one mistake you should avoid with CPCs.

Big Changes to Google Ads: What You Need to Know

Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months. This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do! Don’t sweat it, we got your back. Check out these webinar slides to learn: • Big changes happening to Expanded Text Ads. • What’s the deal with Google’s new “monthly spend limit” • Insights into new ad policies, and much more!

The 5 Most Powerful Marketing Strategies to Improve Your Online Presence (Now!)

With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think! In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to: - Increase your visibility in search engines, directories, and social media sites. - Achieve a credible online appearance and reputation. - Build, engage, and convert your audience into happy customers.

Why (and How) to Combine SEO and PPC for Stronger Results

It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both. Check out these webinar slides to learn: • Why you need to integrate your SEO and PPC strategies. • How to combine them to rank higher in search results. • How to allocate budget between SEO and paid media campaigns.

Accelerating Your Agency: How to Do More with Less and Scale at Speed

To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost

Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

5 Major Facebook Changes & What They Mean for Your Ad Account

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

3 Surprising Ways to Beat Facebook Ad Fatigue

Telling Unskippable Stories with YouTube Ads

Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

21 genius facebook advertising tips to try in '21