Online Advertising Made Easy

01 02 03 04

Table of Contents

+ WordStream

online marketing

tools

+ Management of

PPC and SEO

Campaigns

+ An Overview of

Adwords

What is WordStream?

The WordStream Philosophy

+ Keywords are

Valuable,

Proprietary

Assets

+ Make Strategic

Use of

Automation

+ Enable

Collaborative

Search

Marketing

Efforts

20 Minute PPC Work Week

+ Negative

Keywords

+ Positive

Keywords

+ Optimize Ad

+ Costly Ads

+ Optimize Bids

+ Pause

Duplicates

QueryStream

+ What is

QueryStream

+ Perform Custom

Analysis

01

What is

WordStream?

WordStream is a suite of online marketing tools used for

Keyword Management▪ Keyword Suggestions

▪ Related Keyword Analysis

▪ Negative Keyword Recommendations

▪ Keyword Grouper

▪ Spy on Competitor Keywords

Management of PPC and SEO Campaigns▪ Google AdWords and Bing Ads

▪ Ad Optimization

▪ Review Costly Ads

▪ Optimize Bidding Strategy

▪ Duplicate Ad Analysis

What is WordStream?

All of these features exist in AdWords or other tools so why use WordStream...

When you create an ad, you provide the following details:

▪ Headline

▪ 2 Lines of Description

▪ Display URL

▪ Device (e.g., mobile)

▪ Keywords to Target

▪ Regions to Target

▪ Networks (Search, Display, Partners)

▪ Languages to Target

▪ Bid Strategy

▪ Budget

An Overview of AdWords

AdWords: Ad Setup

AdWords: Campaign Setup

Ads belong to ad groups, ad

groups belong to campaigns.

If you're running a lot of

campaigns, individual ads can

get lost in the shuffle.

Enter WordStream...

02

The WordStream

Philosophy

The WordStream Philosophy

1. Treat Your Keywords as a Valuable, Proprietary Asset

▪ Are you guessing keywords? Using the Google Keyword Planner?

▪ Understand the actual search queries used to find your product/service

▪ Organized keyword data is a crucial piece of competitive intelligence

3. Group and Organize Keywords

▪ PPC: construct well-organized, targeted campaigns and ad groups with

specific and relevant landing pages

▪ SEO: effectively target keywords with quality on-site content

▪ WordStream helps you to group keywords by relevance so they can be

translated into high-performing ads and optimized web content

2. Practice Personalized, Data-Driven Keyword Research

▪ Are the keywords you're using truly relevant to your business?

▪ WordStream mines your web analytics to find relevant and accurate

keywords that real people use to find your site

The WordStream Philosophy4. Make SEO and PPC Continuous Activities

“The Only Thing That is Constant

is Change”

- Heraclitus

Are you creating campaigns

using the “set it and forget it”

model?

You're missing opportunities...

5. Connect Research and Analytics with Action

▪ Search actions should be data-driven, not random experiments

▪ Keyword expansion is great, but it's not enough to simply add more keywords

▪ WordStream helps drive action – create keyword groups and ad groups,

manage PPC campaigns, derive actionable insights

The WordStream Philosophy

6. Discover and Manage Negative Keywords

The WordStream Philosophy

2. Broad Match Modifier - contain the modified term (or close variations, but

not synonyms), in any order

▪ Example Keyword: +women's +hats

▪ Example Search Matches: hats for women, women's hats, buy

women's hats (won't show for helmets for women)

1. Broad Match – include misspellings, synonyms, related searches, and

other relevant variations

▪ Example Keyword: women's hats

▪ Example Search Matches: buy ladies hats, hats for girls, buy red hats

for women

Let's divert here for a moment and discuss match types.

There are 4:

OK, lets go back to negative keywords now...

▪ Find keywords you don't want in your search campaigns

▪ Results based on actual searches that matches your ad where you may be losing

money

Example Keyword: “kitty”

Example Negative “hello” → match for hello kitty

The WordStream Philosophy

3. Phrase Match - are a phrase, and close variations of that phrase

▪ Example Keyword: “women's hats”

▪ Example Search Matches: buy women's hats, women's hats, Women's

hats (won't show for girls hats, womens baseball hats)

4. Exact Match - are an exact term and close variations of that exact term

▪ Example Keyword: [women's hats]

▪ Example Search Matches: women's hats, woman's hats (won't show for

buy women's hats, women's hats on sale)

7. Make Strategic Use of Automation

▪ Not every task is a fit for automation.....but some are....

▪ WordStream performs continuous keyword research, negative keyword

discovery, keyword grouping and organization recommendations, and

analytics

The WordStream Philosophy

8. Let PPC Inform SEO and Vice Versa

▪ SEO and PPC should compliment one another (when the first result in a

search matches one of the ads, the click-through rates are staggering -

26%!)

▪ WordStream brings search marketing tools into one platform

▪ Optimize PPC campaigns in WordStream using keyword research to

target SEO

The WordStream Philosophy

OK, finally, let's dig in to WordStream...

10.Prioritize Search Marketing Tasks to Maximize Time Investment

▪ Managing PPC can be a full-time job

▪ WordStream helps teams organize by the importance of each task

9. Enable Collaborative Search Marketing Efforts

▪ Single shared workspace used by the entire team

▪ Track account changes and actions

▪ Streamline workflow of the team

03

20 Minute PPC

Work Week

WordStream Dashboard

Start by loading data into the workspace....

When you're done making changes, push them back to Google and Bing.

WordStream Dashboard

20 Minute PPC Work Week

Designed to streamline your PPC analysis

▪ Add Negative Keywords

▪ Add Positive Keywords

▪ Optimize Ads

▪ Review Costly (Inefficient) Ads

▪ Optimize Bids

▪ Pause Duplicates

Add Negative Keywords

▪ Negative keyword recommendations broken out by campaign and

ad group.

▪ Requires actual review – not all recommendations are good!

▪ Uses a neural network AI – learns based on your accept or reject

selections

▪ Targets saving money based on keyword matches that are not a fit

Add Negative Keywords

Add Positive Keywords

▪ Positive keyword recommendations broken out by campaign and ad

group

▪ Requires actual review – not all recommendations are good!

▪ Uses a neural network AI – learns based on your accept or reject

selections

▪ Targets increased conversions through valid keyword strategy.

Add Positive Keywords

Optimize Ads

▪ Presents opportunities for improving existing ads or creating a more

targeted ad

Optimize Ads

Review Costly Ads

Review ads that have a high cost.

Many reasons:

▪ poor keyword

▪ poor quality score

▪ poor conversion (generating traffic, but not converting)

Review Costly Ads

Optimize Bids

Recommendations for changes to the bidding strategy of specific keywords

Recommendations include:

▪ change of match type (broad, modified broad, phrase, exact)

▪ increase or decrease in bidding

▪ includes reason for recommendation

Optimize Bids

Pause Duplicates

▪ When you're running multiple campaigns, you can lose track of keywords

▪ WordStream can find situations where you're bidding against yourself

Pause Duplicates

04

QueryStream

What is QueryStream?

QueryStream pulls in search queries that triggered your ad clicks over a

period of time and shows your data related to each of those queries

Perform Custom Analysis

▪ Find negative keywords

▪ Find new keywords to bid on

▪ Analyze and compare value of keywords based on actual usage

Choose columns to run a custom analysis

Use text filter to analyze a particular keyword further

Is the CPC higher/lower than the average?

The End...