This document summarizes a webinar about managing pay-per-click (PPC) advertising campaigns effectively with only 20 minutes of work per week. It discusses common problems with PPC accounts, 5 guidelines for success, and how to track different types of conversions like phone calls. The webinar recommends using tools like WordStream's PPC Advisor to get a holistic view of performance, identify underperforming keywords, and maintain PPC accounts with a recurring weekly workflow. Attendees were polled on their current PPC practices and time spent, and offered demonstrations and assessments to improve their PPC management.

1. The 20-Minute PPC
Work Week
Webinar

3. JOIN THE CONVERSATION ON TWITTER
#PPC20
@WordStream
@twarner83

4. Meet The Experts
Tim Warner, Director of Sales
• 9+ Years of PPC Experience
• Certified AdWords Professional
• Member of the WordStream
Leadership team
April Gadarowski, Senior Account Executive
• Certified AdWords Professional
• Almost 2 years at WordStream
• Works Side by Side with Marketing (Cross
Functionally)

5.  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

6. Let’s Learn a Little
About You…

7. 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?

8. 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?

9. PPC Trivia!

10. a)5%
b)15%
c)25%
d)50%
e)75+%
What % on average
does a small business
waste each month on
their AdWords spend?

12. 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?

14. How Did We Get
This Data?

15. 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

17. The Harsh Reality:
The Average AdWords Account for Small &
Medium Businesses is a Train Wreck

18. 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!

19. But the right tools,
techniques and education
can make it a LOT EASIER
1. PPC Is Hard

20. 2. You Get What You Put In…
A little work every
week on your
AdWords campaigns
can deliver BIG
dividends

21. Pause, fix or kill
irrelevant,
underperforming
keywords to
maximize ROI
3. Keep Your PPC House Clean

22. Knowing what you want
defines and simplifies
your workflow
4. You Gotta Have Goals

23. a) Daily
b) Weekly
c) Monthly
d) Never
Poll Question #3: How often do you set goals in
your AdWords account?

24. 50% of SMB’s aren’t
tracking conversions
5. Track What’s Working

25. 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?

26. Your Advertising Performance: Get the
whole picture

27. 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!

28. 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

29. WordStream Call Tracking
24 hrs

30. How to Improve Your PPC Performance In
Only 20-Minutes Per Week

33. Key To Success- Know How
You’re Performing

34. WordStream PPC Call Tracking
Key To Success- Know How You’re Performing

35. WordStream PPC Reporting
Key To Success- Know How You’re Performing

36. 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

37. Special Offers! Would You Like…
a) FREE 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

38. THANK YOU!
Webinar
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787