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Webinar:
The 20 Minute PPC Work
Week

Chad Larson and Tim Warner
December 13th 2012




                             CONFIDENTIAL – DO NOT DISTRIBUTE   1
Today’s Agenda


•   Some shocking yet common problems we see in PPC accounts
•   5 guidelines for achieving success in Google AdWords
•   Introducing the 20-Minute PPC Work Week
•   How to make the most of WordStream’s PPC Advisor and the
    20-Minute PPC Work Week




                                                               2
Take Part in Live Blogging on Twitter / Google+


•   Include the hashtag #20minppc in your Google+ status
    updates,Twitter tweets,, etc.




                                                           3
Speaker Introductions


• Chad Larson & Tim Warner
   – Search Strategy Team Managers
   – 10+ Years experience Helping SMB’s
     navigate the search marketing landscape
   – WordStream Certified
   – AdWords Certified
   – Boston Sports Fans
   – Proud Father (Tim)




                                               4
Let’s learn a little about you….




                         CONFIDENTIAL – DO NOT DISTRIBUTE   5
Poll Question 1: How much time do you spend
doing PPC work every week?

a) I'm supposed to do work in my PPC account every
   week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!




                                                     6
Poll Question 2: What's your biggest Time Sink in
PPC Management?

a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization




                                                    7
PPC Trivia!
5 Quick Questions about AdWords Accounts

1. How often do small businesses (spending
under $5k / month on AdWords) do work in
their AdWords account?



               Answer:
               • 50% of them don’t even check once per month
               • 25% haven’t done anything in the last 90 days
               • Agencies & advertisers score the same




                                          CONFIDENTIAL – DO NOT DISTRIBUTE   8
PPC Trivia! (Continued)


2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?




                  Answer:
                  • Less than 50%
                  • And 20% of them have yet use a negative
                    keyword… ever…




                                            CONFIDENTIAL – DO NOT DISTRIBUTE   9
Grade Yourself!          http://www.wordstream.com/google-adwords

•    Baseline your performance
•    A free, instant PPC audit in
     under a minute!
•    Grades your AdWords
     account performance based
     on the 8 PPC metrics that
     really matter
•    Compares how you’re doing
     against other accounts of
     similar size (monthly spend)




    www.wordstream.com/google-adwords

                                                                        10
What will you learn? http://www.wordstream.com/google-adwords




www.wordstream.com/google-adwords

                                        CONFIDENTIAL – DO NOT DISTRIBUTE   11
The Average AdWords Account for
Small & Medium Businesses.




                       CONFIDENTIAL – DO NOT DISTRIBUTE   12
What can be done about this train wreck?


• 5 Things we know to be true about AdWords Success
• A solution for the AdWords Issues you may be
  experiencing: The 20 Minute PPC work week!




                                                      13
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!
                                             14
1. PPC is Hard…




 But the right tools,
 techniques and education can
 make it a LOT EASIER.


                                15
2. You get what you put in…




 A little work every week on your
 AdWords campaigns can deliver
 big dividends.



                                    16
3. Keep your PPC house clean




 Pause, fix or kill irrelevant,
 underperforming keywords to
 maximize ROI.


                                  17
4. You gotta have goals




 Knowing what you want
 defines and simplifies your
 workflow.
                               18
5. Succeeding in PPC is all about
relevance




 Give the searcher a direct link
 to what they are looking for



                                    19
How Google made $37 Billion
and the fragile PPC eco-system




                           Relevancy
                               &
                            Quality
                             Score




           Advertisers

                                         Customers

       How does Google keep this eco-system working?

                                       CONFIDENTIAL – DO NOT DISTRIBUTE   20
How Quality Score is Calculated & How it
Impacts AdRank and CPC




                                           21
Introducing the 20 Minute PPC Work Week!




                                           22
Path To Success – The 20 Minute PPC Work Week




                                CONFIDENTIAL – DO NOT DISTRIBUTE   23
Path To Success – The 20 Minute PPC Work Week




                                CONFIDENTIAL – DO NOT DISTRIBUTE   24
Will the 20-minute PPC work week really work for me?

• Is 20 minutes / week enough time?
• What if I have more than 20 minutes of issues in my
  account?
• What if I don’t have any time to dedicate to doing
  PPC?
• What if I can’t do negative keyword research (or
  any of these tasks, for that matter) in 2 minutes?




                                                        25
Summary: How to Make the Most of PPC Advisor


• Most Advertisers AdWords accounts are a disaster
• Review the 5 Habits of Successful PPC Marketers
• Think of PPC campaign work as a recurring weekly
  task.
  – (You actually have to do something in your account
    every week)
• WordStream PPC Advisor enables the 20 minute
  PPC Work Week, an impactful PPC workflow for
  managing AdWords accounts



                                                         26
What makes WordStream different?

 Automated Actionable Alerts
 Simplified 20 minute workflow
 Powerful tools for more advanced
 users




 Premier PPC Consulting
 Dedicated Google Certified Rep
 Expert advice from a human when
 you need it!




                                    CONFIDENTIAL – DO NOT DISTRIBUTE   27
Your Questions

 Thank you for attending WordStream’s webinar on: The 20 Minute
 PPC Work Week. #20minppc

 Benchmark your account today!
       http://www.wordstream.com/google-adwords
 Don’t forget to sign up for our Free Trial:
           http://www.wordstream.com/ppc-free-trial

 Or contact us directly:
                                      Chad Larson
                                      clarson@wordstream.com
                                      http://twitter.com/clarson82

                                      Tim Warner
                                      twarner@wordstream.com
                                      http://twitter.com/twarner83
                                                                     28

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The 20-Min PPC Work Week - 12/13/12

  • 1. Webinar: The 20 Minute PPC Work Week Chad Larson and Tim Warner December 13th 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  • 2. Today’s Agenda • Some shocking yet common problems we see in PPC accounts • 5 guidelines for achieving success in Google AdWords • Introducing the 20-Minute PPC Work Week • How to make the most of WordStream’s PPC Advisor and the 20-Minute PPC Work Week 2
  • 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc. 3
  • 4. Speaker Introductions • Chad Larson & Tim Warner – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans – Proud Father (Tim) 4
  • 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  • 6. Poll Question 1: How much time do you spend doing PPC work every week? a) I'm supposed to do work in my PPC account every week? b) < 1 hour / week c) 1-10 hours / week d) 10-39 hours / week e) +40 Hours / week - it's my full time job! 6
  • 7. Poll Question 2: What's your biggest Time Sink in PPC Management? a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research e) Landing page creation / Optimization 7
  • 8. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies & advertisers score the same CONFIDENTIAL – DO NOT DISTRIBUTE 8
  • 9. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… CONFIDENTIAL – DO NOT DISTRIBUTE 9
  • 10. Grade Yourself! http://www.wordstream.com/google-adwords • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 10
  • 11. What will you learn? http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 11
  • 12. The Average AdWords Account for Small & Medium Businesses. CONFIDENTIAL – DO NOT DISTRIBUTE 12
  • 13. What can be done about this train wreck? • 5 Things we know to be true about AdWords Success • A solution for the AdWords Issues you may be experiencing: The 20 Minute PPC work week! 13
  • 14. 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! 14
  • 15. 1. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER. 15
  • 16. 2. You get what you put in… A little work every week on your AdWords campaigns can deliver big dividends. 16
  • 17. 3. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 17
  • 18. 4. You gotta have goals Knowing what you want defines and simplifies your workflow. 18
  • 19. 5. Succeeding in PPC is all about relevance Give the searcher a direct link to what they are looking for 19
  • 20. How Google made $37 Billion and the fragile PPC eco-system Relevancy & Quality Score Advertisers Customers How does Google keep this eco-system working? CONFIDENTIAL – DO NOT DISTRIBUTE 20
  • 21. How Quality Score is Calculated & How it Impacts AdRank and CPC 21
  • 22. Introducing the 20 Minute PPC Work Week! 22
  • 23. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 23
  • 24. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 24
  • 25. Will the 20-minute PPC work week really work for me? • Is 20 minutes / week enough time? • What if I have more than 20 minutes of issues in my account? • What if I don’t have any time to dedicate to doing PPC? • What if I can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes? 25
  • 26. Summary: How to Make the Most of PPC Advisor • Most Advertisers AdWords accounts are a disaster • Review the 5 Habits of Successful PPC Marketers • Think of PPC campaign work as a recurring weekly task. – (You actually have to do something in your account every week) • WordStream PPC Advisor enables the 20 minute PPC Work Week, an impactful PPC workflow for managing AdWords accounts 26
  • 27. What makes WordStream different? Automated Actionable Alerts Simplified 20 minute workflow Powerful tools for more advanced users Premier PPC Consulting Dedicated Google Certified Rep Expert advice from a human when you need it! CONFIDENTIAL – DO NOT DISTRIBUTE 27
  • 28. Your Questions Thank you for attending WordStream’s webinar on: The 20 Minute PPC Work Week. #20minppc Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Chad Larson clarson@wordstream.com http://twitter.com/clarson82 Tim Warner twarner@wordstream.com http://twitter.com/twarner83 28