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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
3 Random Facts
About Me
(@ChappyMargot)
My childhood ambition was to work at McDonalds
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My dad is from the Azores
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I have the CUTEST nephew
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It’s OK! We’ve all been there…
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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
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4 PPC Myths Addressed
Myth #1:
Google AdWords
is TOO expensive!
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Reality: It’s Only Expensive If You’re Not Getting ROI
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Learn how to use it
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• Account Structure
• Keyword Research
• Match Types
• Negative keywords
• Bidding Strategies
• Search vs. Display
Use more restrictive match types
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Monitor Search Terms Report & Set Up Negatives
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Make sure you’re not on Search with Display Select
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Determine & implement a realistic budget/bidding strategy
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• Don’t overcomplicate
• Map out realistic plan
• Find less competitive
keywords
• Bid MANUALLY
Track Spend Like a Hawk
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Don’t be afraid to spend if you’re seeing return
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Myth #2:
We Have Great
SEO. PPC Isn’t
Necessary
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Reality: SEO isn’t reliable
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Tell me more…
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• 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
You should be bidding onbrand terms…
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As well as high commercial intent keywords…
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$$$ Keywords
Myth #3:
AdWords Traffic
Doesn’t Convert
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Reality: You’re Doing Something (or several things) Wrong
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Are you abusing dynamic keyword insertion?
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Are you being RELEVANT?
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Search queries Keywords Ads Landing Pages
Are all of these elements EXTREMELY
relevant, ARE THEY???
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Do your landing pages suck?
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Are you not remarketing?
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Myth #4:
Managing an
AdWords Account
is a Full-Time Job
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Reality: It can be, BUT it doesn’t have to be…
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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
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Create a weekly, bi-weekly, monthly, and
quarterly workflow in-line with your goals.
Utilize Tools & Automation
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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
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Q & A
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