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.

Marketing

The Power of AdWords:
Making It Work For You!
Brought to you by:
www.wordstream.com/learn
#wordstream @ChappyMargot

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

Join the conversation on Twitter
#PPCLife
@WordStream
@ChappyMargot
#wordstream @ChappyMargot

My childhood ambition was to
work at McDonalds
#wordstream @ChappyMargot

My dad is from the Azores
#wordstream @ChappyMargot

I have the CUTEST nephew
#wordstream @ChappyMargot

#wordstream @ChappyMargot
It’s OK! We’ve all been there…

#wordstream @ChappyMargot
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

#wordstream @ChappyMargot
4 PPC Myths Addressed

Myth #1:
Google AdWords
is TOO expensive!
#wordstream @ChappyMargot

Reality: It’s Only Expensive If
You’re Not Getting ROI
#wordstream @ChappyMargot

Learn how to use it
#wordstream @ChappyMargot
• Account Structure
• Keyword Research
• Match Types
• Negative keywords
• Bidding Strategies
• Search vs. Display

Use more restrictive match types
#wordstream @ChappyMargot

Monitor Search Terms Report & Set
Up Negatives
#wordstream @ChappyMargot

Make sure you’re not on Search
with Display Select
#wordstream @ChappyMargot

Determine & implement a realistic
budget/bidding strategy
#wordstream @ChappyMargot
• Don’t overcomplicate
• Map out realistic plan
• Find less competitive
keywords
• Bid MANUALLY

Track Spend Like a Hawk
#wordstream @ChappyMargot

Don’t be afraid to spend if
you’re seeing return
#wordstream @ChappyMargot

Myth #2:
We Have Great
SEO. PPC Isn’t
Necessary
#wordstream @ChappyMargot

Reality: SEO isn’t reliable
#wordstream @ChappyMargot

Tell me more…
#wordstream @ChappyMargot
• Follow all the SEO “best practices,” but ranking
isn’t guaranteed
• Minimal control over ranking
• Frequent algorithm updates
• Competition is paying? They WILL beat you
• People may or may not get to your organic listing
result at the bottom of the page

As well as high commercial
intent keywords…
#wordstream @ChappyMargot
$$$ Keywords

Myth #3:
AdWords Traffic
Doesn’t Convert
#wordstream @ChappyMargot

Reality: You’re Doing Something
(or several things) Wrong
#wordstream @ChappyMargot

Are you abusing dynamic
keyword insertion?
#wordstream @ChappyMargot

Are you being RELEVANT?
#wordstream @ChappyMargot
Search queries  Keywords  Ads  Landing Pages
Are all of these elements EXTREMELY
relevant, ARE THEY???

Do your landing pages suck?
#wordstream @ChappyMargot

Are you not remarketing?
#wordstream @ChappyMargot

Myth #4:
Managing an
AdWords Account
is a Full-Time Job
#wordstream @ChappyMargot

Reality: It can be, BUT
it doesn’t have to be…
#wordstream @ChappyMargot

Save time by…
#wordstream @ChappyMargot
• Deleting keyword clutter
• Deleting useless ads
• Deleting useless landing pages
• Try out ad customizers
• Use scripts for reporting

Yes, AdWords management needs
to be continuous and on-going
#wordstream @ChappyMargot
Create a weekly, bi-weekly, monthly, and
quarterly workflow in-line with your goals.

Utilize Tools & Automation
#wordstream @ChappyMargot

Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
#wordstream @ChappyMargot

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.

Searchlove London | Oli Gardner, 'The Landing Page Manifesto'

Distilled

The document discusses principles for effective landing page design. It emphasizes keeping the attention ratio low by limiting distractions and focusing on one clear call to action. It also stresses the importance of testing elements like trust signals, social proof, and call to action copy for maximum conversion rates. Throughout, it provides humorous examples and commentary to illustrate good and bad landing page design techniques.

Part3 national paid advertising by stuart draper founder owner getfoundfirst

IWMM

This document discusses online advertising and marketing strategies. It provides tips on how to effectively use Google ads as well as how to optimize landing pages. Additional topics covered include remarketing, product listing ads, and creating relevant ads, landing pages, and value propositions. The document emphasizes testing strategies and focusing on what actions to drive rather than specific technical knowledge.

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

This document discusses 7 deadly sins that can negatively impact a pay-per-click (PPC) advertising account and provides tips on how to fix them. The sins covered are gluttony, greed, wrath, lust, sloth, envy, and pride. For each sin, the document explains how it hurts PPC performance and offers recommendations such as restructuring disorganized accounts, using negative keywords, avoiding overbidding, tracking conversions, and benchmarking accounts for improvement. Presenters Margot da Cunha and Erin Sagin provided the tips during a webinar on optimizing PPC accounts.

Traffic vs conversions how seo & cro can work together

Chloe Fair

Brisbane Shopify Meetup - February 2020

Reload Media

The document summarizes a Shopify meetup event that took place in Brisbane on February 6th, 2020. It provides details about who attended the meetup, the hosts, food and drink sponsors, and event sponsor. One of the speakers, Jason Anderson from Andzen, presented on ways shop owners can sell more online through social media like optimizing their site for email capture, integrating email platforms with Facebook ads, and tailoring customer experiences. The meetup encouraged attendees to join future events to learn more about using platforms like Snapchat for ecommerce.

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

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.

This document discusses tracking offline conversions from digital marketing campaigns. It provides an example of tracking customers from a bike repair shop that were acquired through online channels like PPC and SEO. The solution involves tying customer and event data from the shop's CRM and other systems to the customer's analytics platform ID to measure offline events. Tracking offline actions allows marketers to optimize campaigns based on true ROI and understand which channels and campaigns are driving the most valuable customers.

The 20-Minute PPC Work Week

This document summarizes a webinar about managing pay-per-click (PPC) advertising campaigns effectively with only 20 minutes of work per week. It discusses common problems with PPC accounts, 5 guidelines for success, and how to track different types of conversions like phone calls. The webinar recommends using tools like WordStream's PPC Advisor to get a holistic view of performance, identify underperforming keywords, and maintain PPC accounts with a recurring weekly workflow. Attendees were polled on their current PPC practices and time spent, and offered demonstrations and assessments to improve their PPC management.

SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Save...

Distilled

In order to edge out your competition you need to know who your competition is, what their marketing strategies are, and how audiences respond to them. Zee will walk through how Distilled performs its own competitive analyses, what kind of actionable insights a great analysis can uncover, and when it’s worth it to go toe-to-toe with your competitors vs. when it’s a better idea to run off with a new approach.

Level Up Your Analytics at SearchLove London 2017

Mike Arnesen

Behold! The slide deck from my GTM talk at SearchLove London 2017. Quick description: Let's face it - being able to track and analyze your top pages, bounce rates, form submissions, and the like is pretty low-level stuff. It's almost 2018, so it's time to increase your Google Tag Manager proficiency to get the most of your Analytics configuration. In this session, Mike will geek out on GTM, show you how to track progress through forms and pinpoint friction points, explain how to set up user interactions to fire virtual page views for more granular intelligence, fix cross and subdomain tracking issues, and more.

Why the digital skills gap is good for you

Steve Linney

Facetime With an SEO Expert | slides 3-4-14

DemandWave

This document summarizes a webinar about search engine optimization (SEO). The webinar discusses the current state of SEO, emphasizing the importance of quality content. It outlines a proven SEO process, including choosing keywords, assessing content gaps, optimizing website structure and content, and creating a content plan. It also discusses how to make the business case for SEO by calculating search opportunity costs and using closed-loop reporting to tie SEO efforts to revenue and ROI. The webinar concludes with a live question and answer session analyzing websites.

The Best SEO Strategy You Didn't Know Was an SEO Strategy

Mark Traphagen

Increase your level cap with the SEO performance expansion pack

Wesley Maynard MCIM

Story of a tomato

B2BCamp

The document discusses different approaches and metaphors used for prospecting, such as viewing it as farming, hunting, or hard knocks. It suggests seeing gatekeepers not as enemies but as tour guides. Prospecting should involve quality interactions and thinking differently than traditional approaches that treat activities like prospecting and selling separately. The overall message is on how to effectively reach the right people when prospecting.

The local seo handbook pdf drive _

JBMUSIC

This document provides an overview and introduction to optimizing a local business's presence on Google through Google My Business and local search engine optimization. It discusses the major components that Google takes into account for local search results, including Google My Business, on-page optimization, inbound links, citations, reviews, social signals, and behavioral signals. The document then focuses on Google My Business, explaining the eligibility requirements, verification process, and importance of filling out primary information fields like business name, address, phone number, and categories accurately. It emphasizes choosing multiple relevant categories and not overthinking or keyword stuffing the business name, address, and phone number fields.

DIY Data Visualisation to Fuel Your Content Marketing Strategy

Krystian Szastok

WordStream, BounceExchange, & Datanyze: Capture, Engage, Convert With Standou...

5,000. That’s the number of ads your prospects are exposed to every day, and that’s a lot. So how do you make your business stand out in all that noise? How do you hit your target audience with marketing that not only captures their attention but WOWs them to convert? These are the fundamental questions asked by all marketers, in this new webinar, we are going to answer them. Join the conversion trifecta WordStream, Bounce Exchange, and Datanyze for our next free webinar and learn how to capture, engage, and convert your prime prospects with a stand-out marketing message. You'll learn our top 10 proven strategies to win new customers and stay competitive absolutely everywhere, including: - On the search results page - With your website - And when reaching out to leads _____________________________________________________________ For more information about WordStream's services, visit www.wordstream.com.

SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: se...

Logged out searchers still get personalised results. Rank tracking only gives us part of the picture. So is SEO a mass media channel, or should we be trying to talk to an audience of one? How do we even do that in a post-GDPR world? Now is the time to move on from “user experience” as a ranking factor – the only result that matters is the one with the best customer experience overall. Stephen explored customer-centric search at SearchLeeds 2018.

SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I lear...

Lisa Myers en The Inbounder

This document discusses the importance of focusing on why you do something rather than what you do or how you do it. It notes that people don't buy what you do, but why you do it, and that the facts and figures about what you do are just proof but don't drive behavior. It encourages thinking differently and challenging the status quo by being brave, honest, inquisitive, innovative and accountable. The document contains numerous links to additional resources.

Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey

Matthew Kay

SEO has changed. It’s no longer about specific keywords and phrases - it’s about topics. That means the old way of conducting keyword research is broken. How can agencies and marketing teams adapt? By evolving their keyword research to be more tailored to topics, and breaking those topics down into the stages of the buyer's journey. This deck, presented at Digitalzone 2018 in Istanbul, will give you the process you need to take your keyword research to the next level and most importantly, increase relevant traffic to your organisation’s website.

Consumer Not Customer, Value Not Revenue, Actions Not Numbers

The document discusses using data to understand consumer value rather than just revenue and numbers. It provides examples showing how analyzing attribution data across different marketing channels can reveal undervalued content and opportunities to prioritize content development. Retargeting and multi-channel strategies are recommended to drive more value from SEO by bringing users back to view important content.

BrightonSEO March 2021 | Jon Earnshaw

Pi Datametrics

SearchLeeds 2018 - David Freeman - Treatwell - Creating knockout on-site cont...

The 3 Mobile PPC Search Metrics That Matter

Larry Kim presented on important metrics for paid search on mobile. The three metrics that matter most are click-through rate (CTR), cost-per-click (CPC), and impression share. CTR drops off 50% faster on mobile than desktop. Mobile CPCs have risen 150% since 2012 compared to 50% for desktop. It is also more difficult to get mobile impressions than desktop, with few accounts receiving ads below position 4. To improve performance, marketers should optimize ads, calls-to-action and landing pages for mobile and consider raising mobile bids despite higher costs.

The Great CRO Conspiracy Revealed

Larry Kim presented five "Big CRO Hacks" that can yield large conversion rate improvements. The hacks include: 1) Changing sign-up flows to reduce friction, 2) Implementing "super remarketing" through precise ad targeting, 3) Making site visitors more qualified through new ad formats, 4) Eliminating landing pages by using call buttons and social ads, and 5) Changing offers in a significant way. Kim emphasized that conventional A/B testing results in small changes, while these bigger hacks can result in 3-5x increases to conversion rates.

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My 3 Biggest Discoveries of the Past 20 Years

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Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...

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SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Save...

Distilled

Level Up Your Analytics at SearchLove London 2017

Mike Arnesen

Why the digital skills gap is good for you

Steve Linney

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The Best SEO Strategy You Didn't Know Was an SEO Strategy

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Increase your level cap with the SEO performance expansion pack

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Story of a tomato

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Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey

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Level Up Your Analytics at SearchLove London 2017

Why the digital skills gap is good for you

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The Best SEO Strategy You Didn't Know Was an SEO Strategy

Increase your level cap with the SEO performance expansion pack

Story of a tomato

The local seo handbook pdf drive _

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The Google Display Network: How, When and Why to Use It [Webinar]

For more information, visit www.wordstream.com The Google Display Network reaches 92% of US Internet users, making it the #1 display ad network in the country. But most small business marketers still aren't taking advantage of this highly cost-effective and flexible advertising medium. We want to change that! In this webinar, The Google Display Network: How, When & Why to Use It, WordStream's Larry Kim and Google's Strategic Partner Manager Sher Khan explore: - Why the Google Display Network is so powerful for SMBs - What part of your marketing funnel you should target with Google Display - How to make the most of remarketing and other display formats and options You'll leave this webinar with easy, actionable tips for reaching more potential customers and raising brand awareness.

The 5 Biggest Takeaways in Paid Search Marketing This Year (and what it means...

Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!

The Definitive Guide to Growth Hacking for Digital Marketers

There is a revolution in the startup community called growth hacking. Crazy successful entrepreneurs like KISSmetrics Founder Neil Patel have applied this principal to their digital marketing strategy and the results have been staggering: 100%, 200%, even 300% growth year over year. In this WordStream webinar, we'll share: - What growth hacking actually is (and isn’t) from THE expert - Why traditional marketing channels may be sinking your business - How to get loads more customers with this revolutionary strategy - Neil’s personal tricks to rocket you past your marketing goal

The Newest Way to Audit your PPC Account

Knowing how your account(s) is performing is key. I have a solution to audit your account that won’t cost you a dime and will only take 60 seconds- our FREE TOOL, the AdWords Performance Grader. The grader has analyzed over 70,000 unique accounts and $5.5 billion of unique spend which enabled us to conduct focus groups to discover what data is most important and helpful to YOU. In our webinar, The Newest Way to Audit Your PPC Account, I will walk you through our redesigned award winning AdWords Performance Grader.

WordStream Presents: The 20-Minute PPC Work Week [Webinar]

Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week — we'll show you how! The 20-Minute PPC Work WeekIn this on-demand webinar, WordStream's Paid Search Strategy Team Managers will show you: -5 guidelines for achieving success in Google AdWords -How to make an impact on your PPC campaigns in less than half an hour per week! -Some common problems we see in PPC accounts – you'll be shocked! For more information, visit www.wordstream.com.

The Journey from Stranger to Customer

The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision. Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale. If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat. During the webinar, you'll learn: -How the customer journey has evolved -How to capture more conversions through paid search -How to identify if you should implement a live chat function

The State of PPC Marketing in 2015 and Beyond

Larry Kim discusses trends in paid search marketing and advertising. He notes that paid search CPCs are rising while inventory is decreasing, forcing advertisers to be more selective. However, display advertising offers lower CPCs and more inventory. Identity-based targeting is also opening up new opportunities by allowing targeting of specific individuals. Google is removing some targeting options as well, so advertisers need to focus on strategic uses of new formats. Content remarketing is emerging as a way to combine content, social media, and paid advertising by selectively promoting top content to remargeted audiences.

The Greatest Intro to PPC Ever!

64.6% of online consumers click a Google Ad when researching an item to buy online. If you're not advertising on Google, or your ad doesn't stand out – you're missing a HUGE opportunity! In this free webinar, WordStream Founder and CTO Larry Kim shares his 10+ years of PPC experience condensed down into a 60 minute workshop; teaching you the Ultimate Introduction to Pay-Per-Click (PPC) Advertising. So, what makes this intro to PPC so different and what will you learn? - Most PPC content on the web is old and outdated. Larry shares NEW tips and tricks that will help you kick start your PPC campaigns (or refresh your current ones) - Larry's "outside the box" approach to teaching PPC will change the way you think about your AdWords campaigns. He shares tons of real-world examples so you can walk away from the webinar and start testing today! - Learn the tricks Google doesn't want you to know – and meet your ultimate PPC secret weapons! Watch this webinar now to get exclusive AdWords training that will change your strategy forever. This is the only Intro to PPC you'll ever need! Here are some additional FREE resources to help you succeed at PPC... AdWords Performance Grader\ www.wordstream.com/google-adwords AdWords Landing Page Grader www.wordstream.com/landing-page

The "Happy Juice" Principle: Marketing that Captures and Converts [Webinar]

In this WordStream webinar, learn how "happy juice" marketing can help break through your audience's indifference and drive better results from your sales and marketing efforts. Join small business guru and Google AdWords expert Perry Marshall, as he shares what the happy juice principle is and how it can help drive stronger connections with your audience. Then, get real business examples from WordStream's Marketing Director Amber Stevens and see how happy juice enables you to capture more leads and convert them to sales! You'll learn how to create the following: -Paid search ads with killer click-through rates -Emails with sky-high open rates -Engaging blog posts with shares & comments -And much more! Visit www.wordstream.com for more information.

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Zeo

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This document discusses optimizing websites for users rather than clicks. It emphasizes understanding users as people through techniques like feedback surveys, usability testing, and session recording. Google Analytics can provide some user insights but has limitations without custom data. The document recommends starting with a feedback survey to directly ask users about their experiences and goals.

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DemandWave

This document discusses how to analyze competitors' SEO strategies and use that information to improve your own SEO efforts. It recommends using tools to evaluate competitors' website traffic, keyword strategies, and online footprint. It also advises crafting a strategic keyword mix based on what you learn about competitors. Finally, it stresses using analytics for continuous optimization focused on profitability rather than simply trying to beat competitors.

Debunking Ad Testing

Martin Röttgerding

Voted "Best overall presentation from Heroconf London 2017" “Google doesn’t understand your business, so better pick the winner yourself” – that’s how most PPC professionals approach ad testing. Rotating your ads and waiting for statistical significance has been accepted as the best practice approach for years. The problem: It doesn’t work. Statistical significance sounds fantastic, but with regards to AdWords, it’s nonsense. This presentation looks at two things: Why the best practice approach can’t possibly work – and how it actually doesn’t. To this end, it includes exclusive data on a large number of ad tests that didn’t go as you would’ve expected. This presentation covers * Why statistical significance has no place in ad testing * What actually happens if you follow the industry best practice * Why simpler approaches can actually lead to better results

How To Sell Content Marketing To Executives

Michael Brenner

The document summarizes a presentation about measuring the ROI of content marketing for complex B2B organizations. It discusses building the business case for content marketing, finding the budget, and measuring ROI. Specifically, it provides tips on how to show executives the potential reach, engagement, leads and conversions that content marketing can generate. It also presents frameworks for calculating the ROI of content marketing based on objectives like reach, engagement, conversions and retaining customers. Overall, the presentation makes the case that content marketing can deliver measurable business results and a positive ROI for B2B companies.

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