Mastering PPC Management: Work Smarter, Not Harder! - Live Webinar

Mastering PPC Management for

Agencies: Work Smarter, Not Harder!

Meet The Experts!

• Manages agency software and consulting

clients at WordStream (approximately 30+

unique agency clients)

• One year of prior agency consulting

experience dedicated to inbound marketing

• Now fully dedicated to paid search after 6+

months with WordStream.

Chris Panetta

Paid Search Analyst, WordStream

Jeff Stevens

Customer Success Specialist, WordStream

• Has worked in Wordstream’s Managed

Services Department for over a year

• Manages multiple Ecommerce, Lead

Generation, and mixed clients

• Previous experience managing SEO for an

Ecommerce start-up

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Today’s Agenda

Workflow ManagementA. Account Prioritization

B. When to Talk

C. Presenting Opportunities

D. When to Fire a Client

Ideal Account Structures

Best Practices Summary

Q&A

What Happens When You Have More Paid

Search Clients Than Days In The Week?

CONFIDENTIAL – DO NOT DISTRIBUTE 6

Your

Agency

Workflow Management – Prioritizing Your Rock

How to prioritize your client list?

1. Agency MRR

2. Total AdWords/Bing Spend

3. Need-Level of the Client

4. Account Size

“All Sisyphus’ silent joy is contained therein. His

fate belongs to him. His rock is his thing.”

– Albert Camus, The Myth of Sisyphus

Workflow Management – When to Talk

Level of Client Interaction

=

Account Maturity

+

Need-Level of the Client

Workflow Management – When to Talk

STICK TO THE SCHEDULE!

MANAGE EXPECTATIONS.

Workflow Management – Presenting Opportunities

What is the best way to present

opportunities to clients?

The carrot and stick…

Workflow Management – Presenting Opportunities

1. Demonstrate your mastery.

2. Don’t present opportunity lists. Present single,

actionable opportunities.

3. Impress clients by CONSISTENTLY

recommending new opportunities.

DON’T GET LOST IN THE WEEDS…

Image Source: fcw.com

Workflow Management – When to Fire a Client

The time has come to let go…

Workflow Management – When to Fire a Client

Red Flags:

1. Outsized expectations.

2. No KPIs. No goals.

3. No advanced analytics? (Google Analytics)

4. Lead reseller? Coupon site?

5. Have they ever been suspended? How many times?

6. Negative BBB review.

Workflow Management – When to Fire a Client

Top Violating Business Types:

1. Pharmaceuticals.

2. Dietary Products.

3. Health Products.

4. Gambling Sites.

5. Gaming Sites.

6. Lending Services.

7. Heavily Regulated Industries.

Best Practice Summary – Workflow Summary

1. Give priority to certain accounts. Don’t attempt

to manage everything equally.

2. Manage expectations early. Be upfront. No

maybes.

3. Present single, actionable opportunities. Do not

overwhelm yourself and your client.

4. Recognize that some clients need to move on

for your own self-preservation.

Best Practice Summary – Workflow Summary

5. MASTER YOUR AUTHORITATIVE VOICE

THROUGH EDUCATION AND DEMONSTRATION.

Account Structure 101

Ecommerce Necessities

Extensions: Sitelinks (With descriptions)

Call Extensions (If applicable)

Location Extensions (If applicable)

Review Extensions (If applicable)

Ad Formats: Text Ads (Search Network)

Product Listing Ads (Search Network)

Image Ads (Display Network)

Dynamic Remarketing Ads (Display Network)

Ecommerce Necessities

Campaign Types: Regular & Dynamic Remarketing

PLA / Google Shopping

Display

Search

Ecommerce Key Performance Metrics

• Total Conversions

• Cost per conversion

• Cost per click

• Conversion Rate

• Average Position

• Total Conversion Value

• Conversion Value / Cost

Lead Generation Necessities

Extensions: Sitelinks (With descriptions)

Call Extensions (If applicable)

Location Extensions (If applicable)

Review Extensions (If applicable)

Ad Formats: Text Ads (Search Network)

Image Ads (Display Network)

Remarketing Ads (Display Network)

Engagement Ads (Display Network)

Lead Generation Necessities

Campaign Types: Remarketing

Display

Search

Engagement

Lead Generation Performance Metrics

• Total Conversions

• Conversion Rate

• Average Position

• Number of Clicks

• Click Through Rate (CTR)

Campaign & Ad Group Naming Convention

Campaigns: Primary

Secondary

Tertiary

Display

Remarketing

Ad Groups: Based on keywords

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www.wordstream.com/google-adwords

Larry Kim (@larrykim)

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Compares your clients accounts against

other accounts of similar size (monthly

spend)

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™

Save time & increase results with

WordStream’s 20-Minute PPC Work

Week (PPC Advisor)

www.wordstream.com/ppc-free-trial

Larry Kim (@larrykim)

We find all the low hanging fruit in your

clients’ accounts

You just review / approve the findings

Quick. Easy. Powerful.

20 Minutes a Week can improve your

clients’ ROI on AdWords by 20% or

more!

a) A FREE live demo of WordStream PPC Advisor

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Special Offers! Would You Like…

Q&A

Thank you for attending WordStream’s Webinar!

Your Questions

Benchmark your AdWords landing pages free today!

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

Jeff Stevensjstevens@wordstream.com

Chris Panettacpanetta@wordstream.com

Get a free trial of WordStream’s PPC Advisor

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