This presentation is from the Marketing Tech Company Spotlight series. Each presentation in this series features an in-depth look at one company that occupies the marketing technology space. The focus of these presentations will be to introduce the company (if you haven't already heard of them), highlight what their specialty is, focus on how they can help you and your company, and even offer a brief overview of their product or service. We’re kicking this series off with a look at WordStream. If you're running online PPC campaigns using Google AdWords or Bing Ads and you're not using WordStream, you're likely missing out on opportunities. Founded by Larry Kim in 2007, WordStream is a suite of online marketing tools that help with keyword management, and the management of PPC and SEO campaigns. That includes everything from keyword suggestions and analysis to ad optimization and bidding strategy recommendations.

1. Online Advertising Made Easy

2. 01 02 03 04
Table of Contents
+ WordStream
online marketing
tools
+ Management of
PPC and SEO
Campaigns
+ An Overview of
Adwords
What is
WordStream?
The
WordStream
Philosophy
+ Keywords are
Valuable,
Proprietary
Assets
+ Make Strategic
Use of
Automation
+ Enable
Collaborative
Search
Marketing
Efforts
20 Minute PPC
Work Week
+ Negative
Keywords
+ Positive
Keywords
+ Optimize Ad
+ Costly Ads
+ Optimize Bids
+ Pause
Duplicates
QueryStream
+ What is
QueryStream
+ Perform Custom
Analysis

3. 01
What is
WordStream?

4. WordStream is a suite of online marketing tools used for
Keyword Management
▪ Keyword Suggestions
▪ Related Keyword Analysis
▪ Negative Keyword Recommendations
▪ Keyword Grouper
▪ Spy on Competitor Keywords
Management of PPC and SEO Campaigns
▪ Google AdWords and Bing Ads
▪ Ad Optimization
▪ Review Costly Ads
▪ Optimize Bidding Strategy
▪ Duplicate Ad Analysis
What is WordStream?
All of these features exist in AdWords or other tools so why use WordStream...

5. When you create an ad, you provide the following details:
▪ Headline
▪ 2 Lines of Description
▪ Display URL
▪ Device (e.g., mobile)
▪ Keywords to Target
▪ Regions to Target
▪ Networks (Search, Display, Partners)
▪ Languages to Target
▪ Bid Strategy
▪ Budget
An Overview of AdWords

6. AdWords: Ad Setup

7. AdWords: Campaign Setup
Ads belong to ad groups, ad
groups belong to campaigns.
If you're running a lot of
campaigns, individual ads can
get lost in the shuffle.
Enter WordStream...

8. 02
The WordStream
Philosophy

9. The WordStream Philosophy
1. Treat Your Keywords as a Valuable, Proprietary Asset
▪ Are you guessing keywords? Using the Google Keyword Planner?
▪ Understand the actual search queries used to find your product/service
▪ Organized keyword data is a crucial piece of competitive intelligence
3. Group and Organize Keywords
▪ PPC: construct well-organized, targeted campaigns and ad groups with
specific and relevant landing pages
▪ SEO: effectively target keywords with quality on-site content
▪ WordStream helps you to group keywords by relevance so they can be
translated into high-performing ads and optimized web content
2. Practice Personalized, Data-Driven Keyword Research
▪ Are the keywords you're using truly relevant to your business?
▪ WordStream mines your web analytics to find relevant and accurate
keywords that real people use to find your site

11. The WordStream Philosophy
4. Make SEO and PPC Continuous Activities
“The Only Thing That is Constant
is Change”
- Heraclitus
Are you creating campaigns
using the “set it and forget it”
model?
You're missing opportunities...

12. 5. Connect Research and Analytics with Action
▪ Search actions should be data-driven, not random experiments
▪ Keyword expansion is great, but it's not enough to simply add more keywords
▪ WordStream helps drive action – create keyword groups and ad groups,
manage PPC campaigns, derive actionable insights
The WordStream Philosophy

13. 6. Discover and Manage Negative Keywords
The WordStream Philosophy
2. Broad Match Modifier - contain the modified term (or close variations, but
not synonyms), in any order
▪ Example Keyword: +women's +hats
▪ Example Search Matches: hats for women, women's hats, buy
women's hats (won't show for helmets for women)
1. Broad Match – include misspellings, synonyms, related searches, and
other relevant variations
▪ Example Keyword: women's hats
▪ Example Search Matches: buy ladies hats, hats for girls, buy red hats
for women
Let's divert here for a moment and discuss match types.
There are 4:

14. OK, lets go back to negative keywords now...
▪ Find keywords you don't want in your search campaigns
▪ Results based on actual searches that matches your ad where you may be losing
money
Example Keyword: “kitty”
Example Negative “hello” → match for hello kitty
The WordStream Philosophy
3. Phrase Match - are a phrase, and close variations of that phrase
▪ Example Keyword: “women's hats”
▪ Example Search Matches: buy women's hats, women's hats, Women's
hats (won't show for girls hats, womens baseball hats)
4. Exact Match - are an exact term and close variations of that exact term
▪ Example Keyword: [women's hats]
▪ Example Search Matches: women's hats, woman's hats (won't show for
buy women's hats, women's hats on sale)

15. 7. Make Strategic Use of Automation
▪ Not every task is a fit for automation.....but some are....
▪ WordStream performs continuous keyword research, negative keyword
discovery, keyword grouping and organization recommendations, and
analytics
The WordStream Philosophy

16. 8. Let PPC Inform SEO and Vice Versa
▪ SEO and PPC should compliment one another (when the first result in a
search matches one of the ads, the click-through rates are staggering -
26%!)
▪ WordStream brings search marketing tools into one platform
▪ Optimize PPC campaigns in WordStream using keyword research to
target SEO
The WordStream Philosophy
OK, finally, let's dig in to WordStream...
10.Prioritize Search Marketing Tasks to Maximize Time Investment
▪ Managing PPC can be a full-time job
▪ WordStream helps teams organize by the importance of each task
9. Enable Collaborative Search Marketing Efforts
▪ Single shared workspace used by the entire team
▪ Track account changes and actions
▪ Streamline workflow of the team

17. 03
20 Minute PPC
Work Week

18. WordStream Dashboard

19. Start by loading data into the workspace....
When you're done making changes, push them back to Google and Bing.
WordStream Dashboard

20. 20 Minute PPC Work Week
Designed to streamline your PPC analysis
▪ Add Negative Keywords
▪ Add Positive Keywords
▪ Optimize Ads
▪ Review Costly (Inefficient) Ads
▪ Optimize Bids
▪ Pause Duplicates

21. Add Negative Keywords
▪ Negative keyword recommendations broken out by campaign and
ad group.
▪ Requires actual review – not all recommendations are good!
▪ Uses a neural network AI – learns based on your accept or reject
selections
▪ Targets saving money based on keyword matches that are not a fit

22. Add Negative Keywords

23. Add Positive Keywords
▪ Positive keyword recommendations broken out by campaign and ad
group
▪ Requires actual review – not all recommendations are good!
▪ Uses a neural network AI – learns based on your accept or reject
selections
▪ Targets increased conversions through valid keyword strategy.

24. Add Positive Keywords

25. Optimize Ads
▪ Presents opportunities for improving existing ads or creating a more
targeted ad

26. Optimize Ads

27. Review Costly Ads
Review ads that have a high cost.
Many reasons:
▪ poor keyword
▪ poor quality score
▪ poor conversion (generating traffic, but not converting)

28. Review Costly Ads

29. Optimize Bids
Recommendations for changes to the bidding strategy of specific keywords
Recommendations include:
▪ change of match type (broad, modified broad, phrase, exact)
▪ increase or decrease in bidding
▪ includes reason for recommendation

30. Optimize Bids

31. Pause Duplicates
▪ When you're running multiple campaigns, you can lose track of keywords
▪ WordStream can find situations where you're bidding against yourself

32. Pause Duplicates

33. 04
QueryStream

34. What is QueryStream?
QueryStream pulls in search queries that triggered your ad clicks over a
period of time and shows your data related to each of those queries

35. Perform Custom Analysis
▪ Find negative keywords
▪ Find new keywords to bid on
▪ Analyze and compare value of keywords based on actual usage
Choose columns to run a custom analysis
Use text filter to analyze a particular keyword further
Is the CPC higher/lower than the average?

36. The End...