The 20 Minute PPC Work Week
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Transcript of The 20 Minute PPC Work Week
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The 20-Minute PPC
Work Week
Webinar
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JOIN THE CONVERSATION ON TWITTER
#PPC20
@WordStream
@twarner83
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Meet The Experts
Tim Warner, Director of Sales
• 8+ Years of PPC Experience
• Certified AdWords Professional
• Intelligent.Ly Leadership Program
Certified
April Gadarowski, Senior Account Executive
• Certified AdWords Professional
• Almost 2 years at WordStream
• Works Side by Side with Marketing (Cross
Functionally)
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Shocking yet common problems we see in PPC
accounts
5 guidelines for achieving success in Google
AdWords
How to improve your PPC Performance in only 20-
Minutes per week
Q&A: Send us your questions!
Today’s Agenda
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Let’s Learn a Little
About You…
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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!
Poll Question #1: How much time do you spend doing PPC Work Every Week?
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a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing Page Optimization
Poll Question #2: What's your biggest time suck in PPC Management?
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PPC Trivia!
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a)5%
b)15%
c)25%
d)50%
e)75+%
What % on average does a small business waste each month on their AdWords spend?
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a) Everyday
b) 2 Times Per Week
c) 3 Times Per Week
d) Once Per Month
How often do small businesses (spending under $5K/ month)
do work in their AdWords account?
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How Did We Get
This Data?
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WordStream’s FREE AdWords Performance Grader
Baseline your AdWords
performance
A free, instant PPC audit in under
a minute!
Grades your AdWords account
performance based on 10 key paid
search metrics
Compares how you’re doing
against other accounts of similar
size (monthly spend)
www.wordstream.com/google-adwords
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The Harsh Reality:The Average AdWords Account for Small &
Medium Businesses is a Train Wreck
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5 things that we know to be true about achieving AdWords Success
At WordStream, we’ve … Analyzed thousands of
accounts.
Talked to thousands of different
users
Shared findings with our
partners @ Google
We summarized the findings into just 5 things you need to know!
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But the right tools,
techniques and education
can make it a LOT EASIER
1. PPC Is Hard
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2. You Get What You Put In…
A little work every
week on your
AdWords campaigns
can deliver BIG
dividends
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Pause, fix or kill
irrelevant,
underperforming
keywords to
maximize ROI
3. Keep Your PPC House Clean
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Knowing what you want
defines and simplifies
your workflow
4. You Gotta Have Goals
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a) Daily
b) Weekly
c) Monthly
d) Never
Poll Question #3: How often do you set goals in your AdWords account?
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50% of SMB’s aren’t
tracking conversions
5. Track What’s Working
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a) Form Fills/ E-Commerce
b) Form Fills/ Telephone Calls
c) Phone Calls
d) I can’t see my conversions through AdWords
e) I wish I could track calls
Poll Question #4: What conversions do you track?
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Your Advertising Performance: Get the whole picture
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Lots of leads come from phone calls…
Service industry leads
Emergency service leads
High end product sales
If you have a phone number on your website, you should track the calls you get!
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Optimize your PPC account for all types of leads
Go beyond bid adjustments!
Find new keywords and negatives based on the search
queries that convert
Identify high value long tail keywords
See which ads perform the best based on holistic account
performance
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WordStream Call Tracking
24 hrs
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How to Improve Your PPC Performance In
Only 20-Minutes Per Week
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Key To Success- Know How
You’re Performing
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WordStream PPC Call Tracking
Key To Success- Know How You’re Performing
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WordStream PPC Reporting
Key To Success- Know How You’re Performing
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Summary
Most Advertisers AdWords accounts are a train wreck
Review the 5 Habits of Successful PPC Marketers
Importance of Optimizing Telephone Calls
Think of PPC campaign work as a recurring weekly task
WordStream PPC Advisor enables the 20 minute PPC
Work Week, an impactful PPC workflow for managing
AdWords accounts
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Special Offers! Would You Like…
a) Learn how to track & increase your call volume
b) Learn how to optimize your account in 20
minutes/week
c) I don’t need help with my PPC
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THANK YOU!
Webinar
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787