This webinar provided 10 tips for outsmarting PPC competition in 2013. The tips included being well-organized in ad testing, using bid management and reporting tools, learning how to use scripts and macros, utilizing third-party retargeting, analyzing data to find optimal ad positions, focusing on quality score, using creative ad extensions, testing different creative styles, maintaining an active PPC lifestyle, and comparing your account's performance to competitors. The webinar concluded with a question and answer session and offers of free assessments for attendees' PPC accounts.

1. 10 Ways to Outsmart Your PPC
Competition in 2013
Presenters:
Larry Kim | Founder, CTO of Wordstream
Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin
Marketing
HOSTED BY:
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2. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 3 Years ago, started WordStream!
– Today we’re an industry-leading provider of a
PPC Management Platform
• Amanda West-Bookwalter
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Focuses primarily on eCommerce
– PPCHero.com is the leading site for PPC
Strategies, News and Information
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3. Today’s Agenda
• Competition in PPC is more fierce than ever! You need to
be faster and smarter than your competitors to keep up.
• 10 tips to help you outsmart your competition in 2013.
• Questions & Answers.
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4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppccompetition in your Twitter tweets,
Google+ status updates, etc.
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5. Live-Poll Question 1
Question: Which of the following tools do you find most helpful in
getting an edge on your competitors? #ppccompetition
a) Google Analytics
b) SpyFu
c) WordStream’s AdWords Grader
d) New Google Betas
e) AdWords Scripts
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6. Live-Poll Question 2
How long have you been involved with Search Marketing?
#ppccompetition
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
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7. 1. Be More Organized Than Your Competition
A. Tightly-structured ad tests and AdWords Campaign
Experiments can help you keep track of what you’re testing
and, more importantly, why.
B. Give yourself enough time to gather a statistically significant
amount of data, but stick to your calendar and follow through
with your testing initiatives in a disciplined fashion to get an
edge on the competition.
C. As an example: try creating an Ad Testing Matrix to give
yourself a defined timeline for testing the impact of new
headlines, copy, and display URLs.
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8. Example: Ad Testing Matrix
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9. 2. Use Bid Management and Reporting Tools.
A. Automating your workflow with Bid Management and
Reporting software can help free up your spare time from
maintenance tasks – time you can then dedicate to strategy,
research, and the creation of more compelling ad copy!
B. There are some paid options like Acquisio and Marin with very
robust bidding rules and automated reporting software.
C. In terms of free options, you have the ability to set automated
bidding rules natively in the AdWords Interface and schedule
basic AdWords reports. For the price, you can’t beat Google
Analytics’ custom reporting options, either.
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10. Try It Now: AdWords Automated Bidding Rules
Go to your account’s Keywords tab and select the “Automate”
button. You have a variety of rules to choose from, so select
carefully based on your KPIs!
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11. 3. Learn How to Use AdWords Scripts and Excel Macros.
A. These powerful snippets of code can turn a mountain of data
in to easily digestible insights – saving you hours of time.
B. AdWords Scripts can help generate graphs for ad copy
analysis, examine keywords, and provide Quality Score
monitoring. Requires some knowledge of JavaScript, but can
be absurdly useful in the right hands.
C. Excel Macros can help you generate unique insights from the
most basic of AdWords reports – for instance, you can use
Excel Macros to derive statistics from a Search Term Report for
each individual word in that report, aiding you in discovering
what terms/modifiers work best for you!
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12. 4. Utilize third party retargeting sites
A. These services, like ReTargeter and FetchBack give you bigger
audiences. This allows you more chances to reach your most
qualified audiences.
B. Get access to Facebook Ad Exchange. This allows you to
capture your retargeting audience when they’re in the social
mindset.
C. Use awesome creative like dynamic ads. This allows you to
show users what they’re most likely to interact with again: the
page they were just visiting.
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13. 5. Make sure you’re on the cutting edge for new betas
A. Google Analytics just whitelisted a bunch of accounts for an
Attribution modeling tool. It lets you segment your data based
on credit for interaction points leading up to conversions.
B. Search Remarketing is still in beta, and lets you target site
visitors while they’re actively seeking products and
information.
C. Having an agency with a great relationship with their Google
rep, or having a great relationship with your own Google rep if
your account is large enough to have one will keep you in the
best place to get in on the ground floor for exciting new betas.
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14. 6. Analyze your data to find your account’s sweet spot in terms
of average ad positions.
A. Stop wasting money trying to get to the top. It might not be
the best place for your ads.
B. Download a keyword report by campaign, segment for week,
create a pivot table. Segmenting data by each .5 change in ad
position lets you analyze data by all your important metrics.
You can pick out the best performing ad position to know
where you’re getting the best volume for your dollar.
C. Check out this URL for a step-by-step guide:
http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-
position-with-pivot-tables/
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16. 7. Get Your Quality Score Discount!!

19. Typical Quality Score Discounts
• Source: “The Economics of Quality Score” by Mr. Craig Danuloff

20. Advertiser A – 14% Click Through Rate
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21. Advertiser A – Avg. Quality Score of 8.8
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22. Advertiser A
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23. Advertiser B – 1.3% Click Through Rate
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24. Advertiser B – Avg. Quality Score 3.8
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25. Advertiser B
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26. 9. Ad Extensions!
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28. 9. Creative Ads (Source: Perry Marshall)
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29. What Ad Testing Is Not
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30. Forrest vs. Leaves
“Forrest” “Leaves”
• Grammar
• “Creative Stuff” – Punctuation
– Your Offer – Capitalization
– Your USP – Spelling
– Your Guarantee
Focus on this
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31. Example
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32. • Source: Perry Marshall
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33. Example 1
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34. Example 2
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35. 3 Tips for a USP / Offer that Stands Out From the Competition
Ask your customers!
• What is your #1 question about ____?
• What caused you to look for ____ today?
• What would you like us to help you with today?
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36. 10. Maintain an Active PPC Lifestyle
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38. 11. Find Out How Your Account Compares with the Competition
- Grade Your PPC Account!
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on 8 Key PPC metrics
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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39. Grade Your Quality Score
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40. Grade Your Quality Scores
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41. Grade Your Click Through Rates
www.wordstream.com/google-adwords
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42. Summary: PPC Optimization Clinic
• Work smarter in 2013 to get an edge on your competition.
• Look for new tools and opportunities to provide insights that
your competitors might have missed!
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43. Final Poll Question
Q: If you’re looking for help with your accounts, would you like…
#ppccompetition
a) WordStream Offer: A free 1-on-1 AdWords account assessment
with a certified AdWords Professional
b) A free one-on-one solutions blueprint/account assessment
with Hanapin Marketing (for accounts with over $20,000/
month in spend)
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44. Your Questions
Thank you for attending WordStream & Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-
sign-up
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Amanda West-Bookwalter
amanda.west-bookwalter@hanapinmarketing.com
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