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Webinar: The 20 Minute PPC Work Week

Chad Larson and Tim Warner

December 13th 2012

Today’s Agenda

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• Some shocking yet common problems we see in PPC accounts

• 5 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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• Chad Larson & Tim Warner

– Search Strategy Team Managers

– 10+ Years experience Helping SMB’s navigate the search marketing landscape

– WordStream Certified

– AdWords Certified

– Boston Sports Fans

– Proud Father (Tim)

Let’s learn a little about you….

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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…

• Baseline your performance

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

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Grade Yourself! http://www.wordstream.com/google-adwords

www.wordstream.com/google-adwords

What will you learn? http://www.wordstream.com/google-adwords

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www.wordstream.com/google-adwords

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The Average AdWords Account for

Small & Medium Businesses.

• 5 Things we know to be true about AdWords Success

• A solution for the AdWords Issues you may be

experiencing: 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 5 things

you need to know!

5 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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Pause, fix or kill irrelevant,

underperforming keywords to

maximize ROI.

3. Keep your PPC house clean

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Knowing what you want

defines and simplifies your

workflow.

4. You gotta have goals

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Give the searcher a direct link

to what they are looking for

5. Succeeding in PPC is all about

relevance

How Google made $37 Billion and the fragile PPC eco-system

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Relevancy &

Quality Score

How does Google keep this eco-system working?

Advertisers

Customers

How Quality Score is Calculated & How it

Impacts AdRank and CPC

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Introducing the 20 Minute PPC Work Week!

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Path To Success – The 20 Minute PPC Work Week

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Path To Success – The 20 Minute PPC Work 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 5 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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Automated Actionable Alerts

Simplified 20 minute workflow

Powerful tools for more advanced

users

Premier PPC Consulting

Dedicated Google Certified Rep

Expert advice from a human when

you need it!

What makes WordStream different?

Your Questions

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Thank you for attending WordStream’s webinar on: The 20 Minute

PPC Work Week. #20minppc

Benchmark your account today!

http://www.wordstream.com/google-adwords

Don’t forget to sign up for our Free Trial:

http://www.wordstream.com/ppc-free-trial

Or contact us directly: Chad Larson

clarson@wordstream.com

http://twitter.com/clarson82

Tim Warner

twarner@wordstream.com

http://twitter.com/twarner83