For more information, visit www.wordstream.com PPC account management can be complex for anyone -- but it's exponentially more complicated for agencies that manage multiple accounts, simply because there are more variables to manage every day. But there are ways to make your work day easier and more efficient. In this WordStream webinar, "Mastering PPC Management: Work Smarter, Not Harder!" We'll share actionable advice that will help you: - Structure your AdWords Accounts for maximum efficiency - Simplify your workflow to reduce wasted time & bring on more clients! - Deliver better reporting that clearly shows off your success - And so much more!

1. Mastering PPC Management for
Agencies: Work Smarter, Not Harder!

2. Meet The Experts!
Jeff Stevens
Chris Panetta
Customer Success Specialist, WordStream
Paid Search Analyst, WordStream
• Manages agency software and consulting
clients at WordStream (approximately 30+
unique agency clients)
• One year of prior agency consulting
experience dedicated to inbound marketing
• Now fully dedicated to paid search after 6+
months with WordStream.
• Has worked in Wordstream’s Managed
Services Department for over a year
• Manages multiple Ecommerce, Lead
Generation, and mixed clients
• Previous experience managing SEO for an
Ecommerce start-up

3. Take Part In Live Blogging!
Include the hashtag #wordstream in your
Twitter tweets, Google+ status updates, etc.

4. Today’s Agenda
Workflow Management
A.
B.
C.
D.
Account Prioritization
When to Talk
Presenting Opportunities
When to Fire a Client
Ideal Account Structures
Best Practices Summary
Q&A

5. What Happens When You Have More Paid
Search Clients Than Days In The Week?

6. Your
Agency
CONFIDENTIAL – DO NOT DISTRIBUTE
6

7. Workflow Management – Prioritizing Your Rock
How to prioritize your client list?
1.
2.
3.
4.
Agency MRR
Total AdWords/Bing Spend
Need-Level of the Client
Account Size
“All Sisyphus’ silent joy is contained therein. His
fate belongs to him. His rock is his thing.”
– Albert Camus, The Myth of Sisyphus

8. Workflow Management – When to Talk
Level of Client Interaction
=
Account Maturity
+
Need-Level of the Client

9. Workflow Management – When to Talk
STICK TO THE SCHEDULE!
MANAGE EXPECTATIONS.

10. Workflow Management – Presenting Opportunities
What is the best way to present
opportunities to clients?
The carrot and stick…

11. Workflow Management – Presenting Opportunities
1. Demonstrate your mastery.
2. Don’t present opportunity lists. Present single,
actionable opportunities.
3. Impress clients by CONSISTENTLY
recommending new opportunities.
DON’T GET LOST IN THE WEEDS…
Image Source: fcw.com

12. Workflow Management – When to Fire a Client
The time has come to let go…

13. Workflow Management – When to Fire a Client
Red Flags:
1.
2.
3.
4.
5.
6.
Outsized expectations.
No KPIs. No goals.
No advanced analytics? (Google Analytics)
Lead reseller? Coupon site?
Have they ever been suspended? How many times?
Negative BBB review.

14. Workflow Management – When to Fire a Client
Top Violating Business Types:
1.
2.
3.
4.
5.
6.
7.
Pharmaceuticals.
Dietary Products.
Health Products.
Gambling Sites.
Gaming Sites.
Lending Services.
Heavily Regulated Industries.

15. Best Practice Summary – Workflow Summary
1. Give priority to certain accounts. Don’t attempt
to manage everything equally.
2. Manage expectations early. Be upfront. No
maybes.
3. Present single, actionable opportunities. Do not
overwhelm yourself and your client.
4. Recognize that some clients need to move on
for your own self-preservation.

16. Best Practice Summary – Workflow Summary
5. MASTER YOUR AUTHORITATIVE VOICE
THROUGH EDUCATION AND DEMONSTRATION.

17. Account Structure 101

18. Ecommerce Necessities
Extensions:




Sitelinks (With descriptions)
Call Extensions (If applicable)
Location Extensions (If applicable)
Review Extensions (If applicable)
Ad Formats:




Text Ads (Search Network)
Product Listing Ads (Search Network)
Image Ads (Display Network)
Dynamic Remarketing Ads (Display Network)

19. Ecommerce Necessities
Campaign Types:




Regular & Dynamic Remarketing
PLA / Google Shopping
Display
Search

20. Ecommerce Key Performance Metrics
• Total Conversions
• Cost per conversion
• Cost per click
• Conversion Rate
• Average Position
• Total Conversion Value
• Conversion Value / Cost

21. Lead Generation Necessities
Extensions:




Sitelinks (With descriptions)
Call Extensions (If applicable)
Location Extensions (If applicable)
Review Extensions (If applicable)
Ad Formats:




Text Ads (Search Network)
Image Ads (Display Network)
Remarketing Ads (Display Network)
Engagement Ads (Display Network)

22. Lead Generation Necessities
Campaign Types:




Remarketing
Display
Search
Engagement

23. Lead Generation Performance Metrics
• Total Conversions
• Conversion Rate
• Average Position
• Number of Clicks
• Click Through Rate (CTR)

24. Campaign & Ad Group Naming Convention
Campaigns:





Primary
Secondary
Tertiary
Display
Remarketing
Ad Groups:
 Based on keywords

25. Grade Your Clients’ Accounts with The AdWords
Perfomance Grader Plus!
 A FREE, instant PPC audit in 60 seconds
or less
 Grades your clients’ Adwords account
performance based on the 10 key PPC
metrics that really matter
 Compares your clients accounts against
other accounts of similar size (monthly
spend)
 Completely FREE and SECURE to use
www.wordstream.com/google-adwords
Larry Kim (@larrykim)

26. Save time & increase results with
WordStream’s 20-Minute PPC Work
Week (PPC Advisor)
 We find all the low hanging fruit in your
clients’ accounts
 You just review / approve the findings
™
 Quick. Easy. Powerful.
 20 Minutes a Week can improve your
clients’ ROI on AdWords by 20% or
more!
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim)

27. Special Offers! Would You Like…
a) A FREE live demo of WordStream PPC Advisor
b) A FREE 1-on-1 AdWords Grader Assessment
c) Nothing at the moment

28. Q&A

29. Your Questions
Thank you for attending WordStream’s Webinar!
Benchmark your AdWords landing pages free today!
http://www.wordstream.com/google-adwords
Get a free trial of WordStream’s PPC Advisor
http://www.wordstream.com/ppc-free-trial
Jeff Stevens
Chris Panetta
jstevens@wordstream.com
cpanetta@wordstream.com