1. PPC Optimization Clinic Webinar
Live account assessments plus tips for
optimizing your PPC Performance
Presenters:
Larry Kim | Founder, CTO of Wordstream
Sean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing
HOSTED BY:
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2. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 3 Years ago, started WordStream!
– Today we’re an industry-leading provider of a PPC
Management Platform and Keyword Research
Tools
• Sean Quadlin
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Manages clients ranging up to $130,000 in PPC
spend/mo.
– Focuses primarily on lead generation
– PPCHero.com is the leading site for PPC Strategies,
News and Information
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3. PPC Optimization Clinic Agenda
• The Importance of PPC Account Optimization
• Live PPC Account Optimizations
– The Good
– The Bad
• 5 Tips to help you optimize your PPC accounts.
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4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag#ppcclinicin your Twitter tweets, Google+
status updates, etc.
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5. Live-Poll Question 1
Question: Which of the following AdWords Metrics would you say are
the most important for managing your Google AdWords Search
campaigns? #ppcclinic
a) CPL
b) CTR
c) Time on site
d) ROAS
e) Total Revenue
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6. Live-Poll Question 2
How long have you been involved with Search Marketing? #ppcclinic
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
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7. Why is account optimization key?
• 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.
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8. Live Clinic Time!
• Thank you so much to our 2 volunteers!
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9. Optimization Tips For Your Accounts
• 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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10. Summary: PPC Optimization Clinic
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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11. Final Poll Question
Q: If you’re looking for help with your accounts, would you like…
#ppcclinic
a) WordStream Offer: A free 1-on-1 AdWords account assessment
with a certified AdWords Professional
b) 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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12. Your Questions
Thank you for attending WordStream& Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic
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
Sean Quadlin
sean.quadlin@hanapinmarketing.com
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