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JOIN THE CONVERSATION ON TWITTER
#PPC20
@WordStream
MEET THE EXPERTS
Tim Warner, Director of Saleso 9+ years of PPC experience
oCertified AdWords Professional
Sam Boyd, Director of International Sales Certified AdWords Professional
4+ years search marketing experience
TODAY’S AGENDA
Shocking yet common problems we see in PPC accounts
6 steps to achieve success in Google AdWords
How to improve your PPC performance in only 20-minutes each week
Q&A: Send us your questions!
LET’S LEARN A LITTLE ABOUT YOU…
? ? ?
HOW MUCH TIME DO YOU SPEND ON PPC EACH WEEK?
a) I'm supposed to do work in my PPC account every week?
b) Less than 1 hour per week
c) 1-10 hours per week
d) 10-39 hours per week
e) 40+ hours per week – it’s my full time job!
WHAT’S YOUR BIGGEST TIME SUCK IN PPC MANAGEMENT?
a) PPC bid management
b) Reporting & analysis
c) Ad text authoring
d) Keyword research / negative keyword research
e) Landing page optimization
ADWORDS PERFORMANCE GRADER
Baseline your AdWords performance
Free, instant PPC audit in under a minute
Grade your AdWords account performance
based on 10 key paid search metrics
Compare how you’re doing against other
accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
WE HAVE DEEP INDUSTRY INSIGHTS
50% of accounts have not been optimized in 30
days & 25% in the last 3 months!
Low Quality Scores wreak
havoc on campaign
performance
1 in 4 accounts have zero negative keywords
We’ve Graded $9 Billion in Ad Spend
THE HARSH REALITY
The average AdWords account for small and medium businesses is a train wreck
HOW ARE YOU APPROACHING PPC?
a) I work towards specific goals
b) I track results
c) I analyze my data
d) I focus on optimizing my campaigns
e) All of the above
6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track Results
Analyze Data
Optimize Data
Multiple Channels
3rd Party Tools
TRACK WHAT’S WORKING
50% of SMBs aren’t tracking conversions!
TRACK RESULTS
GET THE WHOLE PICTURETRACK
RESULTS
BE RELEVANTOPTIMIZE
DATAANALYZE
DATA
RELEVANCY& QUALITY
SCORE
ADVERTISERS CUSTOMERS
QUALITY SCORE MEASURES RELEVANCYOPTIMIZE
DATAANALYZE
DATA
OK
6POOR
5
BAD POOR GREAT!
DISGUSTING
HORRIBLE
TERRIBLE
BADGOOD (STD)
GREAT
PERFECT
EXCELLENT
21 3 4 7 8 9 10
Raise your Ad Rank
Higher Quality Scores:
Increase your Impressions
Lower your CPC
Billions of Searches Everyday…
Up to 20% are Unique
HOW QUALITY SCORE IS CALCULATEDOPTIMIZE
DATAANALYZE
DATA
Quality Score
60% CTR25% Ad text relevancy
10% Landing page quality
Increases your CTR
Improves Quality Score
Lowers your CPC
Relevant Ad text:
5% Other factors(Adwords History,LP Bounce rate)
QUALITY SCORE IMPACTS YOUR CPCOPTIMIZE
DATAANALYZE
DATA
10
9
8
7
6
5
4
3
2
1
- Google Benchmark
6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track Results
Analyze Data
Optimize Data
Multiple Channels
3rd Party Tools
How to Improve YourPPC Performance In Only
20-Minutes Per Week
20-MINUTE WORK WEEK 3RD PARTY TOOL
3RD PARTY TOOL
KNOW HOW YOU’RE PERFORMING 3RD PARTY TOOL
FACEBOOK MADE EASYMULTIPLE
CHANNELS
Drive relevant traffic to your site through Google AdWords
97% of traffic doesn’t convert
initially!
SUMMARY
Most AdWords accounts are a train wreck
Review the 6 steps you need to take in order to be successful in PPC
You must check on your account every week
WordStream Advisor now fully supports Facebook advertising, meaning
you can manage your paid search (yes, Google & BING) and paid social
campaigns from a single, centralized dashboard.
SPECIAL OFFERS
a) Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
THANK YOU
Tim Warner, Director of Salestwarner@wordstream.com
Sam Boyd, Director of International Salessboyd@wordstream.com
Benchmark your AdWords account today!www.wordstream.com/google-adwords
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