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Cut out what doesn't work and expand what does. It's simple in theory, but can be a lot more complex when it comes time to execute. One potential complication: What, exactly, needs to change? What bids should you double down on, and what campaigns simply aren't working? Optimizing PPC accounts can be tricky, which is why WordStream and Hanapin Marketing hosted a PPC Grader Clinic.
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Live PPC Grader: Are You Acingor Failing?Live account assessments plus tips for optimizing your PPC Performance
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• Larry Kim – Founder, CTO, WordStream, Inc.– 6 Years ago, started WordStream!– Provider of the an industry leading PPC
Management Platform featuring the 20 Minute PPC Work Week
• Sam Owen– Account Manager at Hanapin Marketing and
Blogger at PPC Hero– Manages Hanapin’s CRO clients– Avid blogger on PPCHero.com– PPCHero.com is the leading site for PPC
Strategies, News and Information
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Speaker Introductions
• PPC’s Guiding Formula• Live PPC Account Optimizations
– The Good– The Bad
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Today’s Agenda
• Include the hashtag #thinkppc in your Twitter tweets• Or use the webinar question box to send us questions.
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Join the Conversation
Question: What area takes you the longest to optimize?
#thinkppc
A. BidsB. AdsC. KeywordsD. StructureE. Negative keywords
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Live Poll Question 1
How long have you been involved with Search Marketing?
#thinkppc
a) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years
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Live Poll Question 2
• Why do you brush your teeth?• Why do you pay your bills?• Why do you put gas in your car?• Because it’s necessary.– And it also feels sort of good.
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Why is account optimization key?
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• Identify your key metric• Optimize to this metric• Recognize how important Quality Score is to everything• Keep in mind that your different metrics are going to affect one
another• Keep things going up and to the right
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Quick Optimization Tips For Your Accounts
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Spend
CPC
Conversion Rate
Leads
PPC’s Guiding Formula
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• Thank you so much to our 2 volunteers!
Live Clinic Time!
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A. In order to optimize you account, you need to know where you want it to be
B. Whatever method you use to analyze your account, find out what best practices you aren’t following (or at least which best practices don’t work for your account)
C. Through diligence and regular maintenance you can optimize your account to meet your key performance indicator
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Summary: PPC Optimization Clinic
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A. Recent Analysis of ~3500 Accounts / 72.8M in Annual Ad Spend who ran the AdWords Grader more than once.A. Account activity increases by 28%B. 7.3% increase in click through rateC. 6.7% improvement in Quality ScoreD. All of this happens in 119 days on average!
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Benefits of Auditing Your PPC Account
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Q: Would you like…
• A Free Trial of WordStream
• 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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Live Poll Question 3
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Thank you for attending WordStream & Hanapin Marketing’s PPC Optimization Clinic webinar. #Thinkppc
Don’t forget to sign up for a Free Trial of WordStream:http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketinghttp://www.hanapinmarketing.com/solutions-blueprint-sign-up
Or contact us directly:Larry [email protected]
http://twitter.com/larrykimSam Owen
[email protected]://twitter.com/samowenppc
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Your Questions
