WordStream Advisor helps you optimize the money you spend on paid search and social ads to effectively convert those leads into paying customers. We are experts in paid search; we’ve analyzed BILLIONS in AdWords spend. And we’ve baked that knowledge into our software, to help you do what really works in PPC, every week. Our software is constantly evolving to keep up with the ever changing digital landscape. Join our PPC experts to see the latest updates to our software, you'll see how to: -Advertise on Facebook -WordStream Advisor makes social PPC easy AND effective, providing you with guided workflows and powerful tools to help you succeed. -Set cost per action goals -Set a target CPA goal and then let our 20-Minute Work Week generate customized weekly recommendations to help you reach that goal. -Build beautiful mobile responsive landing pages -Building pages that work across devices is super easy with our new landing page builder.

1. The WordStream
Advisor Tour

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

4. Meet The Experts
April Gadarowski, Senior Account Executive
• Certified AdWords Professional
• 2+ years at WordStream
Erin Sagin, PPC Evangelist
• PPC Evangelist & Community Manager
• Has specialized in Paid Search for 4+ Years

5. • 6 steps to achieve success in Google AdWords
• How easy it can be to advertise on Facebook
• A prescriptive way to hit your cost per action goals in PPC
• The simplest and sexiest way to build landing pages for ANY
device
• Push-of-a-Button reporting: creating infographic like results
reports!
• Q&A: Send us your questions!
Today’s Agenda

6. Welcome to WordStream!

7. Our Missing: Online Advertising Made Easy
That’s us!
These guys turn those
ideas into an automated
solution just for you!
We’re driven by the ideas
of the best and brightest
in SEM.

8. Our Product: WordStream Advisor

9. Our Goal is to Predict Your Biggest Roadblocks

10. And Give You The Tools to Surpass Them

11. Let’s Learn a Little
About You…

12. 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) 11-39 hours per week
e) 40+ hours per week – it’s my full time job!
How much time do you spend on PPC every week?

13. a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing Page Optimization
What's your biggest time suck in PPC management?

14. The Harsh Reality:
The average AdWords account for small &
medium businesses is a train wreck!

15. a) I work towards specific goals
b) I track results
c) I analyze my data
d) I focus on optimizing my campaigns
e) All of the above
How are you approaching PPC?

16. 6 Steps you MUST Take to Achieve
Success in AdWords
SUCCESS
Strategy
Track
Results
Analyze
Data
Optimize
Data
Multiple
Channels
3rd Party
Tools

17. Track What’s Working Track
Results
50% of SMB’s
aren’t tracking
conversions!

18. Get the WHOLE Picture Track
Results

19. Google Wants Advertisers to Be Relevant
CUSTOMERSADVERTISERS
RELEVANCY
& QUALITY
SCORE
Analyze
Data
Optimize
Data

20. Quality Score measures Relevancy
65
BAD POOR GREAT!
21 3 4 7 8 9 10
Raise your Ad Rank
Higher Quality Scores:
Increase your Impressions
Lower your CPC
Analyze
Data
Optimize
Data

21. menswalkingshoesmenshikingshoesmensrockportshoespennyloafersboa
Timberlandworkbootsleather
guysrunningshoesnewbalancesneakersmarathonsneakersrainbootsinsul
bluesuedeshoesmensloafersfreeshippingreeboksneakersnikeshoesairjo
shoedealsfreeshippingleathershoesmenpumamensshoesdesignerst
dressshoeswingtipsblackleatherpatentshoesdancingshoesbrownhushp
mensbrownleatherhikingbootsmensclassicbowlingshoesleathercole
leathersize9shoesgreyamazonshoedealszapposmensshoesaleold-style
waterproofwalkingshoes
mensleatherworkshoe
barefootrunningsh
leathersperryboatshoes
BILLIONS of Searches every day;
Up to 20% are unique
Analyze
Data
Optimize
Data

22. How Quality Score is calculated
Quality Score
60% CTR
25% Ad text
relevancy
10% Landing
page quality
Increases your CTR
Improves Quality Score
Lowers your CPC
Relevant Ad text:
5% Other factors
(Adwords History,
LP Bounce rate)
Analyze
Data
Optimize
Data

23. Quality Score Impacts Your CPC
9
8
7
6
5
4
3
2
1
10 Discounted by 30.00%
Discounted by 22.20%
Discounted by 12.50%
GOOGLE BENCHMARK
Increased by 16.700%
Increased by 40.00%
Increased by 75.00%
Increased by 133.00%
Increased by 250.00%
Increased by 600.00%
YOU SAVE
YOU PAY
Analyze
Data
Optimize
Data

24. 6 Steps you MUST Take to Achieve
Success in AdWords
SUCCESS
Strategy
Track
Results
Analyze
Data
Optimize
Data
Multiple
Channels
3rd Party
Tools

25. Roadblock #1: You Don’t Have Clearly
Defined Goals

27. Solution:
WordStream’s Goal Based Alert System

28. Set an initial goal

29. Make weekly improvements

30. Track your progress

31. What happens when you hit your goal

32. Set Future Goals!

33. Roadblock #2: You’re Struggling to
Expand Your Reach

34. Facebook Holds Great Opportunity
• #2 most visited site on the web at 1.4 billion
users
• CPC’s are 1/3 of Google Search
Network
• CTR 10x higher than GDN

35. Yet, Advertisers are Hesitant to Use It

36. Running Ads Through Facebook is a Headache

37. Ad Created

38. Optimize Your Ads

39. See All of Your Leads in One Place

40. Roadblock #3: You’re Leaking
Conversions

41. Mobile Opportunity is Immense

42. Do These Pages Look Familiar?

43. Mobile Opportunity is Immense

44. We Built These on PURPOSE?

45. Because Mobile is Slow

46. Because Mobile Screens Are Tiny

47. % Who Switched to Full Site

48. Conversion Rates:
Mobile Site vs. Full Site on Mobile
Geez, you’re better off sending people to your full site!!

49. Solution: Revamp Your Mobile Landing Pages
with WordStream Advisor

50. Sleek, Effective Mobile Landing Pages

51. Remember the Leads Page? It Stores Mobile
Landing Page Leads, Too!

52. Roadblock #4: Reporting Is A Nightmare

53. What Monthly Activity Do You Dread Most?

54. Automated Monthly Reports

55. AdWords and Bing Data All in One Place

56. Visually Stimulating Designs

57. Fully Customizable Template

58. Bragging Encouraged

59. Special Offers! Would You Like…
a) 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

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