The document discusses the effectiveness of AdWords, addressing common misconceptions and providing insights into its benefits for businesses. It emphasizes the importance of proper account management and optimization strategies to achieve a positive return on investment. The content encourages participation in a community discussion and offers resources for further learning about paid search strategies.

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

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

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

4. 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. 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. 6@ChappyMargot @erinsagin
So, does AdWords REALLY work?
@ChappyMargot @ErinSagin

7. 7@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

8. 8@ChappyMargot @erinsagin
Destroying the Top 5 PPC Misconceptions

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

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

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

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

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

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

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

16. 16@ChappyMargot @erinsagin
Even brand searches yield more clicks with PPC
@ChappyMargot @ErinSagin

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

18. 18@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

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

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

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

22. 22@ChappyMargot @erinsagin

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

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

25. 25@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

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

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

28. 28@ChappyMargot @erinsagin@ChappyMargot @ErinSagin

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

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

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

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

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

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

35. 35@ChappyMargot @erinsagin
Explore remarketing
@ChappyMargot @ErinSagin

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

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

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

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

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

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

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

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

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

45. 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. 46@ChappyMargot @erinsagin
Q & A
@ChappyMargot @ErinSagin

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