The WordStream Advisor Tour

Brought to you by:

www.wordstream.com/learn

www.wordstream.com/learn

JOIN THE CONVERSATION ON TWITTER

#PPC20@WordStream

@erinsagin

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

• 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

Welcome to WordStream!

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.

Our Product: WordStream Advisor

Our Goal is to Predict Your Biggest Roadblocks

And Give You The Tools to Surpass Them

Let’s Learn a Little About You…

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?

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?

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

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?

6 Steps you MUST Take to Achieve Success in AdWords

SUCCESS

Strategy

Track Results

Analyze Data

Optimize Data

Multiple Channels

3rd Party Tools

Track What’s Working Track Result

s

50% of SMB’s aren’t tracking conversions!

Get the WHOLE Picture Track Result

s

Google Wants Advertisers to Be Relevant

CUSTOMERSADVERTISERS

RELEVANCY& QUALITY

SCORE

Analyze Data

Optimize

Data

Quality Score measures Relevancy

OK

6POOR

5

BAD POOR GREAT!

DISGUSTIN

G HORRIBLE

TERRIBLE

BAD GOOD (STD)

GREATPERFECT

EXCELLENT

21 3 4 7 8 9 10

Raise your Ad Rank Higher Quality Scores:

Increase your Impressions Lower your CPC

Analyze Data

Optimize

Data

mens walking shoes mens hiking shoes mens rockport shoes penny loafers boaTimberland work boots leatherguys running shoes new balance sneakers marathon sneakers rain boots insulblue suede shoes mens loafers free shipping reebok sneakers nike shoes air jo

shoe deals free shipping leather shoes men puma mens shoes designer st

dress shoes wingtips black leather patent shoes dancing shoes brown hush p

mens brown leather hiking boots mens classic bowling shoes leather coleleather size 9 shoes grey amazon shoe deals zappos mens shoe sale old-style

waterproof walking shoes

mens leather work shoe

barefoot running sh

leather sperry boat shoes

BILLIONS of Searches every day; Up to 20% are unique

Analyze Data

Optimize

Data

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

Quality Score Impacts Your CPC

987654321

10 Discounted by 30.00%Discounted by 22.20%Discounted by 12.50%GOOGLE BENCHMARKIncreased 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

6 Steps you MUST Take to Achieve Success in AdWords

SUCCESS

Strategy

Track Results

Analyze Data

Optimize Data

Multiple Channels

3rd Party Tools

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

Solution: WordStream’s Goal Based Alert System

Set an initial goal

Make weekly improvements

Track your progress

What happens when you hit your goal

Set Future Goals!

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

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

Yet, Advertisers are Hesitant to Use It

Running Ads Through Facebook is a Headache

Ad Created

Optimize Your Ads

See All of Your Leads in One Place

Roadblock #3: You’re Leaking Conversions

Mobile Opportunity is Immense

Do These Pages Look Familiar?

Mobile Opportunity is Immense

We Built These on PURPOSE?

Because Mobile is Slow

Because Mobile Screens Are Tiny

% Who Switched to Full Site

Conversion Rates: Mobile Site vs. Full Site on Mobile

Geez, you’re better off sending people to your full site!!

Solution: Revamp Your Mobile Landing Pages with WordStream Advisor

Sleek, Effective Mobile Landing Pages

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

Roadblock #4: Reporting Is A Nightmare

What Monthly Activity Do You Dread Most?

Automated Monthly Reports

AdWords and Bing Data All in One Place

Visually Stimulating Designs

Fully Customizable Template

Bragging Encouraged

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

THANK YOU!

Brought to you by:

www.wordstream.com/learn

Webinar

Benchmark your AdWords account today!

www.wordstream.com/google-adwordsQuestions? 855.967.3787