The document outlines 10 resolutions for PPC marketers in the new year, as presented by Larry Kim of WordStream and Sam Owen of Hanapin Marketing. Some resolutions included getting organized, trying new features like ad extensions, quitting unprofitable keywords, getting creative with ad copy, saving money with free tools, reducing stress levels by getting help, better managing time by focusing on top-performing campaigns and keywords, getting more education from blogs and webinars, and taking a vacation to refresh. The speakers then offered a free demo of WordStream's PPC Advisor and a solutions blueprint from Hanapin Marketing.

1. A PPC Marketer's New Years Resolution for
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2. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– 6 Years ago, started WordStream!
– Provider of the an industry leading PPC
Management Platformfeaturing the 20 Minute
PPC Work Week
• Sam Owen
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Manages Hanapin’s CRO clients
– Avid blogger on PPCHero.com
– PPCHero.com is the leading site for PPC
Strategies, News and Information
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@SamOwenPPC, @larrykim

3. Today’s Agenda
• Our Top 10 PPC New Year’s Resolutions!
You know how I always dread the
whole year? Well, this time I'm
only going to dread one day at a
time.
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@SamOwenPPC, @larrykim

4. Join the Conversation
•
Include the hashtag#thinkppcin your Twitter tweets
•
Or use the webinar question box to send us questions.
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@SamOwenPPC, @larrykim

5. Live Poll Question 1
How long have you been involved with Search Marketing?
#thinkppc
a)
b)
c)
d)
Less than 1 Year
1-3 Years
3-5 Years
5+ Years
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6. Live Poll Question 2
Question: How Do You Manage Your Account?
#thinkppc
A.
B.
C.
D.
I manage it myself
I’m part of a team that manages it
I outsource my account management
I’m rethinking how my account is managed
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7. 10. Get Organized
Force Multipliers
Army A
Army B
B’s Advantage
2 Units
3 Units
3²-2² = 5
2 Units
4 Units
4²-2² = 12
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8. 10. Get Organized (Continued)
Campaign Organization in PPC is
#1 Force Multiplier (Lots of Leverage!)
• Direct Impact on KPI’s!
– Impacts CTR, Quality Score, Avg. Position,
Actual CPC, etc.
• Huge Indirect Impact
– Reporting & Budgeting
– Figuring out what to do where
– Ability to tackle future campaign expansions
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@SamOwenPPC, @larrykim

9. 9. Try Something New
• Tons of AdWords Features To Explore!
• AdWords Scripts
• New Ad Extensions
• Remarketing For Search
• Dynamic Remarketing
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10. 9. Try Something New (Continued)
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11. 8. Quit Smoking
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@SamOwenPPC, @larrykim

12. 8. Quit Smoking (Continued)
Use a Free Negative Keyword Tool
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@SamOwenPPC, @larrykim

13. 7. Get Creative!
• Is Your Ad Copy Stale
• Try a feature-benefit matrix
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14. 7. Get Creative! (Continued)
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15. 6. Help Others
• Join the AdWords Community
•
https://www.en.adwords-community.com/
• Write blog posts to teach the things you’ve learned!
• Cross-audit accounts with friends
• Post on reddit.com/r/ppc
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16. 5. Save Money
Use My Free PPC Tools!
• Keyword Niche Finder
• Free Keyword Tool
• AdWords Grader
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17. 5. Save Money (Continued)
Other Free PPC Tools
• SpyFu / SEMRush*
• Ad Automator
• AdWords Scripts, etc.
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18. 4. Reduce Stress Levels
• Get help managing your PPC!
• Tools
• Agency
• Freelance
• In house
• Plan Your Time!
• Use Alerts & Notifications
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19. 3. Better Manage Your Time
What To Focus On
in AdWords?
• Top 4
campaigns
(19%) = 78.8%
of Spend
• Top 1 campaign
(4.7%) = 31% of
Spend
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@SamOwenPPC, @larrykim

20. 3. Better Manage Your Time (Continued)
What To Focus On
in AdWords?
• 68.4% of
conversions
from 19% of
campaigns
• 21.5% of
conversions
from 4.7% of
campaigns
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@SamOwenPPC, @larrykim

21. 3. Better Manage Your Time (Continued)
What Keywords
to Focus On?
• 86% of spend
came from 20%
of keywords
• 92.2% of
conversions
came from 20%
of keywords
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@SamOwenPPC, @larrykim

22. 3. Better Manage Your Time (Continued)
What Ads to Test?
• 20% of Ads
Generate 92%
of Spend
• 20% of Ads
Generated 65%
of Impressions
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23. 3. Better Manage Your Time (Continued)
What Landing
Pages to
Optimize?
• 20% of Ad
Groups are
85.6% of the
clicks
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@SamOwenPPC, @larrykim

24. 3. Better Manage Your Time (Continued)
Develop a Better SEM Workflow
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25. 3. Better Manage Your Time (Continued)
• 80/20 Applies to AdWords Campaign Management
– Millions of possible things to do
– Some generate huge impact, others are negligible
• How You Spend Your Time Matters
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–
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–
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Keyword Expansion
Keyword Deletion
Ad Text Optimization
Landing Page Optimization
Etc.
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@SamOwenPPC, @larrykim

26. 2. Get A Better Education
Make time for reading blogs every week
• adwords.blogspot.com
• community.bingads.microsoft.com/ads/en/bingads/b/blog/default.aspx
• searchengineland.com
• searchenginewatch.com
• searchenginejournal.com
• wordstream.com/blog
• ppchero.com
• certifiedknowledge.org/blog/
• 3qdigital.com/blog
• Kissmetrics.com/blog
• Boostctr.com/blog
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27. 2. Get A Better Education (Continued)
• Attend Webinars
• Follow #PPCChaton Twitter!
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28. 1. Take A Trip!
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29. Special Offer
Q: Would you like…
• FREE live demo of WordStream’s PPC Advisor
• 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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@SamOwenPPC, @larrykim

30. Your Questions
Thank you for attending WordStream& Hanapin Marketing’s PPC
webinar. #Thinkppc
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
Sam Owen
sam.owen@hanapinmarketing.com
http://twitter.com/samowenppc
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@SamOwenPPC, @larrykim