The 20 Minute PPC Work Week
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Transcript of The 20 Minute PPC Work Week
MEET THE EXPERTS
Tim Warner, Director of Sales
o 9+ years of PPC experience
oCertified AdWords Professional
Sam Boyd, Director of International Sales
Certified AdWords Professional
4+ years search marketing experience
TODAY’S AGENDA
Shocking yet common problems we see in PPC accounts
6 steps to achieve success in Google AdWords
How to improve your PPC performance in only 20-minutes each week
Q&A: Send us your questions!
HOW MUCH TIME DO YOU SPEND ON PPC EACH WEEK?
a) I'm supposed to do work in my PPC account every week?
b) Less than 1 hour per week
c) 1-10 hours per week
d) 10-39 hours per week
e) 40+ hours per week – it’s my full time job!
WHAT’S YOUR BIGGEST TIME SUCK IN PPC MANAGEMENT?
a) PPC bid management
b) Reporting & analysis
c) Ad text authoring
d) Keyword research / negative keyword research
e) Landing page optimization
ADWORDS PERFORMANCE GRADER
Baseline your AdWords performance
Free, instant PPC audit in under a minute
Grade your AdWords account performance
based on 10 key paid search metrics
Compare how you’re doing against other
accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
WE HAVE DEEP INDUSTRY INSIGHTS
50% of accounts
have not been
optimized in 30
days & 25% in the
last 3 months!
Low Quality
Scores wreak
havoc on
campaign
performance
1 in 4 accounts
have zero
negative
keywords
We’ve Graded $9 Billion in Ad Spend
HOW ARE YOU APPROACHING PPC?
a) I work towards specific goals
b) I track results
c) I analyze my data
d) I focus on optimizing my campaigns
e) All of the above
6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track Results
Analyze Data
Optimize Data
Multiple Channels
3rd Party Tools
QUALITY SCORE MEASURES RELEVANCYOPTIMIZE
DATA
ANALYZE
DATA
65
BAD POOR GREAT!
21 3 4 7 8 9 10
Raise your Ad Rank
Higher Quality Scores:
Increase your Impressions
Lower your CPC
HOW QUALITY SCORE IS CALCULATEDOPTIMIZE
DATA
ANALYZE
DATA
Quality Score
60% CTR25% Ad text
relevancy
10% Landing
page qualityIncreases your CTR
Improves Quality Score
Lowers your CPC
Relevant Ad text:
5% Other factors
(Adwords History,
LP Bounce rate)
6 STEPS YOU MUST TAKE TO ACHIEVE ADWORDS SUCCESS
SUCCESS
Strategy
Track Results
Analyze Data
Optimize Data
Multiple Channels
3rd Party Tools
FACEBOOK MADE EASYMULTIPLE
CHANNELS
Drive relevant traffic
to your site through
Google AdWords
97% of traffic
doesn’t convert
initially!
SUMMARY
Most AdWords accounts are a train wreck
Review the 6 steps you need to take in order to be successful in PPC
You must check on your account every week
WordStream Advisor now fully supports Facebook advertising, meaning
you can manage your paid search (yes, Google & BING) and paid social
campaigns from a single, centralized dashboard.
SPECIAL OFFERS
a) Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
THANK YOU
Tim Warner, Director of Sales
Sam Boyd, Director of International Sales
Benchmark your AdWords account today!
www.wordstream.com/google-adwords