Cut out what doesn't work and expand what does. It's simple in theory, but can be a lot more complex when it comes time to execute. One potential complication: What, exactly, needs to change? What bids should you double down on, and what campaigns simply aren't working? Optimizing PPC accounts can be tricky, which is why WordStream and Hanapin Marketing hosted a PPC Grader Clinic.

1. &HOSTED BY:
Live PPC Grader:
Are You Acing
or Failing?
Live account assessments
plus tips for optimizing your
PPC Performance

2. 2
• 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
&
Speaker Introductions

3. • PPC’s Guiding Formula
• Live PPC Account Optimizations
– The Good
– The Bad
33&
Today’s Agenda

4. • Include the hashtag#thinkppcin your Twitter tweets
• Or use the webinar question box to send us questions.
44&
Join the Conversation

5. Question: What area takes you the longest to optimize?
#thinkppc
A. Bids
B. Ads
C. Keywords
D. Structure
E. Negative keywords
55&
Live Poll Question 1

6. How long have you been involved with Search Marketing?
#thinkppc
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
66&
Live Poll Question 2

7. • Why do you brush your teeth?
• Why do you pay your bills?
• Why do you put gas in your car?
• Because it’s necessary.
– And it also feels sort of good.
77&
Why is account optimization key?

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• Identify your key metric
• Optimize to this metric
• Recognize how important Quality Score is to everything
• Keep in mind that your different metrics are going to affect one
another
• Keep things going up and to the right
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Quick Optimization Tips For Your Accounts

9. 99&
Spend
CPC
Conversion
Rate
Leads
PPC’s Guiding Formula

10. 1010&
• Thank you so much to our 2 volunteers!
Live Clinic Time!

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A. In order to optimize you account, you need to know where you
want it to be
B. Whatever method you use to analyze your account, find out
what best practices you aren’t following (or at least which best
practices don’t work for your account)
C. Through diligence and regular maintenance you can optimize
your account to meet your key performance indicator
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Summary: PPC Optimization Clinic

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A. Recent Analysis of ~3500 Accounts / 72.8M in Annual Ad Spend
who ran the AdWords Grader more than once.
A. Account activity increases by 28%
B. 7.3% increase in click through rate
C. 6.7% improvement in Quality Score
D. All of this happens in 119 days on average!
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Benefits of Auditing Your PPC Account

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Q: Would you like…
• A Free Trial of WordStream
• 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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Live Poll Question 3

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Thank you for attending WordStream& Hanapin Marketing’s PPC
Optimization Clinic 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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Your Questions