The Power of AdWords:

Making It Work For You!

Brought to you by:

www.wordstream.com/learn#wordstream @ChappyMargot

www.wordstream.com/learn

Want to get smart in paid search?

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Join the conversation on Twitter

#PPCLife

@WordStream

@ChappyMargot

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3 Random Facts

About Me

(@ChappyMargot)

My childhood ambition was to work at McDonalds

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My dad is from the Azores

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I have the CUTEST nephew

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It’s OK! We’ve all been there…

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QUICK POLL: What do you dislike about AdWords?

a) It’s so time-consuming!

b) It’s way too expensive

c) Not getting results

d) Not sure if our business needs it

e) Other

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4 PPC Myths Addressed

Myth #1:

Google AdWords

is TOO expensive!

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Reality: It’s Only Expensive If You’re Not Getting ROI

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Learn how to use it

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• Account Structure

• Keyword Research

• Match Types

• Negative keywords

• Bidding Strategies

• Search vs. Display

Use more restrictive match types

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Monitor Search Terms Report & Set Up Negatives

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Make sure you’re not on Search with Display Select

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Determine & implement a realistic budget/bidding strategy

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• Don’t overcomplicate

• Map out realistic plan

• Find less competitive

keywords

• Bid MANUALLY

Track Spend Like a Hawk

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Don’t be afraid to spend if you’re seeing return

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Myth #2:

We Have Great

SEO. PPC Isn’t

Necessary

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Reality: SEO isn’t reliable

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Tell me more…

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• Follow all the SEO “best practices,” but ranking

isn’t guaranteed

• Minimal control over ranking

• Frequent algorithm updates

• Competition is paying? They WILL beat you

• People may or may not get to your organic listing

result at the bottom of the page

You should be bidding onbrand terms…

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As well as high commercial intent keywords…

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$$$ Keywords

Myth #3:

AdWords Traffic

Doesn’t Convert

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Reality: You’re Doing Something (or several things) Wrong

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Are you abusing dynamic keyword insertion?

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Are you being RELEVANT?

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Search queries Keywords Ads Landing Pages

Are all of these elements EXTREMELY

relevant, ARE THEY???

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Do your landing pages suck?

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Are you not remarketing?

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Myth #4:

Managing an

AdWords Account

is a Full-Time Job

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Reality: It can be, BUT it doesn’t have to be…

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Save time by…

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• Deleting keyword clutter

• Deleting useless ads

• Deleting useless landing pages

• Try out ad customizers

• Use scripts for reporting

Yes, AdWords management needs to be continuous and on-going

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Create a weekly, bi-weekly, monthly, and

quarterly workflow in-line with your goals.

Utilize Tools & Automation

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Special Offers

I would like to get set up with …

A. FREE Live demo of the WordStream Advisor

B. 1-1 AdWords Assessment

C. I don’t need help with my PPC

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Q & A

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