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For more information, visit: http://www.wordstream.com WordStream's CTO and founder Larry Kim partners with Howie Jacobson, author of "AdWords for Dummies," in this exciting webinar that'll show you just how easy ppc can be. You can expect to learn: - Where most businesses fail in their PPC accounts - 7 Guidelines to Google AdWords Success - How to achieve PPC success in just 20 minutes a week
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: The 20 Minute PPC Work Week
Larry Kim, WordStream
Howie Jacobson, VitruvianWay.com
July 11, 2012
Today’s Agenda
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• Introductions
• Some shocking yet common problems we see in PPC accounts
• 7 guidelines for achieving success in Google AdWords
• Introducing the 20-Minute PPC Work Week
• How to make the most of WordStream’s PPC Advisor and the
20-Minute PPC Work Week
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc.
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Speaker Introductions
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• Howie Jacobson
– Co-Author of AdWords For Dummies
– Co-Founder of Vitruvian Way, PPC Agency
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 years
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
Let’s learn a little about you….
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Poll Question 1: How much time do you spend
doing PPC work every week?
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a) I'm supposed to do work in my PPC account every week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
Poll Question 2: What's your biggest Time Sink in
PPC Management?
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a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization
PPC Trivia!
5 Quick Questions about AdWords Accounts
1. How often do small businesses (spending
under $5k / month on AdWords) do work in
their AdWords account?
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Answer:
• 50% of them don’t even check once per month
• 25% haven’t done anything in the last 90 days
• Agencies & advertisers score the same
PPC Trivia! (Continued)
2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?
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Answer:
• Less than 50%
• And 20% of them have yet use a negative
keyword… ever…
PPC Trivia! (Continued)
3. What percentage of AdWords
accounts use Conversion Tracking?
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Answer:
• Less than 50% of advertisers have
Conversion Tracking on. That means
they don’t know what’s working.
Where does all this AdWords data come from?
• AdWords Performance Grader from WordStream
• Free Instant Audit of Your AdWords Account
• Shows you 8 things you can do in your AdWords
Account Now!
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http://www.wordstream.com/google-adwords
CONFIDENTIAL – DO NOT DISTRIBUTE 12
The Average AdWords Account for
Small & Medium Businesses.
• 7 Things we know to be true about AdWords Success
• A solution for the AdWords death spiral: The 20
Minute PPC work week!
What can be done about this train wreck?
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At WordStream, we’ve …
Analyzed thousands of accounts.
Talked to thousands of different users
Shared findings with our partners @ Google
We summarized the findings into just 7 things
you need to know!
7 Things that we know to be true
about achieving AdWords Success
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But the right tools,
techniques and education can
make it a LOT EASIER.
1. PPC is Hard…
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A little work every week on your
AdWords campaigns can deliver
big dividends.
2. You get what you put in…
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Figure out what people want
and give it to them.
3. Succeeding in PPC is all about
relevance
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Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
4. Keep your PPC house clean
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Knowing what you want
defines and simplifies your
workflow.
5. You gotta have goals
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Test and iterate, but don’t let
the perfect be the enemy of
the good.
6. Avoid analysis paralysis.
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Spend time with your family,
support the arts, wear
sunscreen, etc.
7. Reward yourself – take a day off!
Introducing the 20 Minute PPC Work Week!
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Path To Success – The 20 Minute PPC Work Week
CONFIDENTIAL – DO NOT DISTRIBUTE 23
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Check Bids & Budgets (Minute 0-1)
• Before:
– Analyze account performance (ROAS, CPA, etc.)
– Determine statistical significance
– Determine which keywords to raise and lower bids on
and by how much
• Analyze keyword competition
• Simulate changes
– Validate the changes
– Total Time Taken: Numerous Hours / Week
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Neg Keyword Research (Keyword Research - Minutes 5-9)
• Before:
– Brainstorm words that your keywords might
accidentally trigger.
– Analyze account history looking at every click and
search query to figure out if it was relevant or not.
– Set the Negative Keywords
– Total Time Taken: (Forever)
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Keyword Expansion (Keyword Research - Minutes 5-9)
• Use Keyword Suggestion Tools to figure out new keyword opportunities that you may be missing out on
• Review your Search Query Data to uncover promising keywords that you’re broad matching to.
• Determine if the new keyword idea is worth adding or not
• Determine where to place the new keyword
• Make sure the addition of the keyword won’t break anything
• Total Time Taken: Numerous Hours / Week - Forever
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Review Costly Keywords (Minutes 2-4)
• Before:
– Review the most costly, underperforming keywords in
your account
– Determine statistical significance
– Determine if they can be fixed or if you should pause
them (to try out different keywords)
– Total Time Taken: 1 Hour / week
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Will the 20-minute PPC work week really work for me?
• Is 20 minutes / week enough time?
• What if I have more than 20 minutes of issues in my account?
• What if I don’t have any time to dedicate to doing PPC?
• What if I can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes?
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Summary: How to Make the Most of PPC Advisor
• Most Advertisers AdWords accounts are a disaster
• Review the 7 Habits of Successful PPC Marketers
• Think of PPC campaign work as a recurring weekly
task.
– (You actually have to do something in your account
every week)
• WordStream PPC Advisor enables the 20 minute
PPC Work Week, an impactful PPC workflow for
managing AdWords accounts
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Poll Question 1
• Question 1: Would you like a personalized demo to see
how the 20 Minute PPC work week can work for you?
– Yes.
– No thank you. I’d prefer to work +40 hours / week on PPC
:)
• Question 2: Would you like to find out if Vitruvian Way’s
consulting services can help you eliminate waste and
increase the profits of your PPC campaigns
– Yes.
– No thank you.
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Thank you for attendingVitruvian Way and WordStream’s webinar
on: The 20 Minute PPC Work Week. #20minppc
Benchmark your account today!
http://www.wordstream.com/google-adwords
Learn more about The Vitruvian Way:
http://www.vitruvianway.com/consultation Or contact us directly:
Howie Jacobon
Larry Kim
Your Questions
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