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Andrew Lolk
● Co-Founder, CMO
● White Shark Media®○ Google AdWords Premier SMB Partner○ Manage more than $32 million per year
● Author of The Proven AdWords Strategy
● Regular on SearchEngineJournal.com and other known PPC blogs
● Last Halloween, my marketing department dressed up as me. I’m still figuring out what that means
Misunderstandings● I’m baffled by the amount of misinformation out
there
● We will not discuss keywords or ads
● Deeper meaning behind AdWords
1) Your Long-Time Competitors Have an Advantage Over You
● Discouraged after first time trying AdWords
● Google is a fair marketplace for all
Why do long-time advertisers have an advantage?● They have tested their way to better ad copy, keyword selection and
bid management
● They have discovered the value of PPC, done the numbers and
improved their website
● They have a better Quality Score than you
@AndrewLolk #adwordstruths
1) Your Long-Time Competitors Have an Advantage Over You
● Your initial campaign setup is rarely the end-result
● AdWords takes time to tweak, optimize and find what
works
● What performs well will change over time
● Your competitors have found out what works well
@AndrewLolk #adwordstruths
2) The Keywords With the Highest CPCs are Typically the Best Ones
● A lot of advertisers relate better performance with lower
CPCs
● A low cost per click can not be a KPI in itself
● AdWords is an auction, you get what you pay for
● Don’t stop lowering your CPCs
@AndrewLolk #adwordstruths
3) A Lot of Digital Agencies Don’t Know What They’re Doing
To them, AdWords is just this thing where you
choose some keywords and write ads
@AndrewLolk #adwordstruths
● If your company can’t sell your service or product, you
should invest here before anything else
● 0.2% conversion rate vs. 2% conversion rate
o When is your time best spent?
● Responsive, clean design, trustworthy, custom
photography, authentic text. Be yourself
6) Intangible Results Also Matter
● If you only measure your campaign on what
you can see, then you will be missing out
● The easiest thing to do is to cut costs
● Reviewing search funnels will show that it’s
very rare that one keyword cause a
conversion
@AndrewLolk #adwordstruths
7) There Isn’t One Right Way
● AdWords is not an exact science
● You can always pick apart any AdWords campaign:
o Exaggerate the importance of a single feature
o Take the opposite stand on a feature or best practice
Surprised, or Was It What You Expected?
Walk away with these two things:
1.Know you have to fight harder in the beginning
2. Invest in a good website
@AndrewLolk #adwordstruths
Surprised, or Was It What You Expected?
Walk away with these two things:
1.Know you have to fight harder in the beginning
2. Invest in a good website
@AndrewLolk #adwordstruths