the 20-minute ppc work week - 10/12/12
DESCRIPTION
For more information, visit: http://www.wordstream.com Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week – we’ll show you how! In this new webinar, WordStream founder and PPC expert Larry Kim will show you: - 7 guidelines for achieving success in Google AdWords - How the 20-Minute PPC Work Week™ can help you make an impact in less than half an hour per week! - Some common problems we see in PPC accounts – you’ll be shocked!TRANSCRIPT
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: The 20 Minute PPC Work Week
Larry Kim, WordStream
Oct. 12, 2012
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Today’s Agenda
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• Some shocking yet common problems we see in PPC accounts
• 7 guidelines for achieving success in Google AdWords
• Introducing the 20-Minute PPC Work Week
• How to make the most of WordStream’s PPC Advisor and the
20-Minute PPC Work Week
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Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #20minppc in your Google+ status updates,Twitter tweets,, etc.
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Speaker Introductions
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• 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
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Let’s learn a little about you….
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Poll Question 1: How much time do you spend
doing PPC work every week?
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a) I'm supposed to do work in my PPC account every week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
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Poll Question 2: What's your biggest Time Sink in
PPC Management?
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a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization
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PPC Trivia!
5 Quick Questions about AdWords Accounts
1. How often do small businesses (spending
under $5k / month on AdWords) do work in
their AdWords account?
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Answer:
• 50% of them don’t even check once per month
• 25% haven’t done anything in the last 90 days
• Agencies & advertisers score the same
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PPC Trivia! (Continued)
2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?
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Answer:
• Less than 50%
• And 20% of them have yet use a negative
keyword… ever…
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PPC Trivia! (Continued)
3. What percentage of AdWords
accounts use Conversion Tracking?
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Answer:
• Less than 50% of advertisers have
Conversion Tracking on. That means
they don’t know what’s working.
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• Baseline your performance
• A free, instant PPC audit in under a minute!
• Grades your AdWords account performance based on the 8 PPC metrics that really matter
• Compares how you’re doing against other accounts of similar size (monthly spend)
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Grade Yourself! http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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What will you learn? http://www.wordstream.com/google-adwords
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www.wordstream.com/google-adwords
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The Average AdWords Account for
Small & Medium Businesses.
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• 7 Things we know to be true about AdWords Success
• A solution for the AdWords death spiral: The 20
Minute PPC work week!
What can be done about this train wreck?
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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 7 things
you need to know!
7 Things that we know to be true
about achieving AdWords Success
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But the right tools,
techniques and education can
make it a LOT EASIER.
1. PPC is Hard…
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A little work every week on your
AdWords campaigns can deliver
big dividends.
2. You get what you put in…
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Figure out what people want
and give it to them.
3. Succeeding in PPC is all about
relevance
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Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
4. Keep your PPC house clean
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Knowing what you want
defines and simplifies your
workflow.
5. You gotta have goals
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Test and iterate, but don’t let
the perfect be the enemy of
the good.
6. Avoid analysis paralysis.
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Spend time with your family,
support the arts, wear
sunscreen, etc.
7. Reward yourself – take a day off!
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Introducing the 20 Minute PPC Work Week!
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Path To Success – The 20 Minute PPC Work Week
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Check Bids & Budgets (Minute 0-1)
• Before:
– Analyze account performance (ROAS, CPA, etc.)
– Determine statistical significance
– Determine which keywords to raise and lower bids on
and by how much
• Analyze keyword competition
• Simulate changes
– Validate the changes
– Total Time Taken: Numerous Hours / Week
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Neg Keyword Research (Keyword Research - Minutes 5-9)
• Before:
– Brainstorm words that your keywords might
accidentally trigger.
– Analyze account history looking at every click and
search query to figure out if it was relevant or not.
– Set the Negative Keywords
– Total Time Taken: (Forever)
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Keyword Expansion (Keyword Research - Minutes 5-9)
• Use Keyword Suggestion Tools to figure out new keyword opportunities that you may be missing out on
• Review your Search Query Data to uncover promising keywords that you’re broad matching to.
• Determine if the new keyword idea is worth adding or not
• Determine where to place the new keyword
• Make sure the addition of the keyword won’t break anything
• Total Time Taken: Numerous Hours / Week - Forever
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Review Costly Keywords (Minutes 2-4)
• Before:
– Review the most costly, underperforming keywords in
your account
– Determine statistical significance
– Determine if they can be fixed or if you should pause
them (to try out different keywords)
– Total Time Taken: 1 Hour / week
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Will the 20-minute PPC work week really work for me?
• Is 20 minutes / week enough time?
• What if I have more than 20 minutes of issues in my account?
• What if I don’t have any time to dedicate to doing PPC?
• What if I can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes?
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Summary: How to Make the Most of PPC Advisor
• Most Advertisers AdWords accounts are a disaster
• Review the 7 Habits of Successful PPC Marketers
• Think of PPC campaign work as a recurring weekly
task.
– (You actually have to do something in your account
every week)
• WordStream PPC Advisor enables the 20 minute
PPC Work Week, an impactful PPC workflow for
managing AdWords accounts
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Poll Question 1
• Question 1: Would you like a personalized demo to
see how the 20 Minute PPC work week can work for
you?
– Yes.
– No thank you. I’d prefer to work +40 hours / week on
PPC :)
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Your Questions
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Thank you for attending WordStream’s webinar on: The 20 Minute
PPC Work Week. #20minppc
Benchmark your account today!
http://www.wordstream.com/google-adwords
Don’t forget to sign up for our Free Trial:
http://www.wordstream.com/ppc-free-trial
Or contact us directly: Larry Kim
http://twitter.com/larrykim