Presenters:

Larry Kim | Founder, CTO of Wordstream

Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin Marketing

10 Ways to Outsmart Your PPC Competition in 2013

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Speaker Introductions

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• Larry Kim – Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10 Years!– 3 Years ago, started WordStream!– Today we’re an industry-leading provider of a

PPC Management Platform

• Amanda West-Bookwalter– Account Manager at Hanapin Marketing and

Blogger at PPC Hero– Focuses primarily on eCommerce– PPCHero.com is the leading site for PPC

Strategies, News and Information

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• Competition in PPC is more fierce than ever! You need to be faster and smarter than your competitors to keep up.

• 10 tips to help you outsmart your competition in 2013.• Questions & Answers.

Today’s Agenda

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Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #ppccompetition in your Twitter tweets, Google+ status updates, etc.

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Live-Poll Question 1

Question: Which of the following tools do you find most helpful in getting an edge on your competitors? #ppccompetition

a) Google Analyticsb) SpyFuc) WordStream’s AdWords Graderd) New Google Betase) AdWords Scripts

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Live-Poll Question 2

How long have you been involved with Search Marketing? #ppccompetition

a) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years

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1. Be More Organized Than Your Competition

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A. Tighten your ad tests and AdWords Campaign ExperimentsB. Give yourself timeC. Example: Ad Test Matrix

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Example: Ad Testing Matrix

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2. Use Bid Management and Reporting Tools.

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A. Automate and free up your time from maintenanceB. Paid optionsC. Free Options

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Try It Now: AdWords Automated Bidding Rules

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Go to your account’s Keywords tab and select the “Automate” button. You have a variety of rules to choose from, so select carefully based on your KPIs!

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3. Learn How to Use AdWords Scripts and Excel Macros.

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A. Make your Mountains of data easier to digestB. Generate graphs for ad copy analysis, examine keywords, and

Quality Score monitoring. C. Generate unique insights from the most basic of AdWords

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4. Utilize third party retargeting sites

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A. Get bigger audiences to reach your most qualified audiences.B. Get access to Facebook Ad Exchange. C. Use dynamic ads

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5. Make sure you’re on the cutting edge for new betas

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A. Google Analytics whitelistingB. Search RemarketingC. Get with an agency that has a great relationship with their

Google rep

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6. Analyze your data to find your account’s sweet spot in terms of average ad positions.

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A. Stop wasting money trying to get to the top. B. Download a keyword report by campaign, segment for week,

create a pivot table.C. Check out this URL for a step-by-step guide:

http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-position-with-pivot-tables/

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7. Get Your Quality Score Discount!!

Typical Quality Score Discounts

• Source: “The Economics of Quality Score” by Mr. Craig Danuloff

Advertiser A – 14% Click Through Rate

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Advertiser A – Avg. Quality Score of 8.8

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Advertiser A

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Advertiser B – 1.3% Click Through Rate

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Advertiser B – Avg. Quality Score 3.8

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Advertiser B

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9. Ad Extensions!

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9. Creative Ads (Source: Perry Marshall)

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What Ad Testing Is Not

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Forrest vs. Leaves

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“Forrest”

• “Creative Stuff”– Your Offer– Your USP– Your Guarantee

“Leaves”

• Grammar– Punctuation– Capitalization– Spelling

Focus on this

Example

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• Source: Perry Marshall

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Example 1

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Example 2

3 Tips for a USP / Offer that Stands Out From the Competition

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Ask your customers!• What is your #1 question about ____?• What caused you to look for ____ today?• What would you like us to help you with today?

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10. Maintain an Active PPC Lifestyle

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11. Find Out How Your Account Compares with the Competition - Grade Your PPC Account!

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• Baseline your performance• A free, instant PPC audit in

under a minute!• Grades your AdWords

account performance based on 8 Key PPC metrics

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

www.wordstream.com/google-adwords

Grade Your Quality Score

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Grade Your Quality Scores

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Grade Your Click Through Rates

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Summary

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• Work smarter in 2013 to get an edge on your competition.

• Look for new tools and opportunities to provide insights that your competitors might have missed!

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Final Poll Question

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Q: If you’re looking for help with your accounts, would you like…#ppccompetition

a) WordStream Offer: A free 1-on-1 AdWords account assessment with a certified AdWords Professional

b) A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend)

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Your Questions

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Thank you for attending WordStream & Hanapin Marketing’s PPC Optimization Clinic webinar. #ppcclinic

Don’t forget to sign up for a Free Trial of WordStream:

http://www.wordstream.com/ppc-free-trialSign up for a Free Solutions Blueprint from Hanapin Marketing

http://www.hanapinmarketing.com/solutions-blueprint-sign-up

Or contact us directly:Larry Kimlkim@wordstream.com

http://twitter.com/larrykim

Amanda West-Bookwalter amanda.west-bookwalter@hanapinmarketing.com

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