Webinar: The 20 Minute PPC
Work Week
Larry Kim, Founder, CTO Feb 22, 2012
Take Part in Live Blogging! #20MinPPC
• Include the hashtag #20MinPPC in your Twitter tweets,etc.
Agenda
•
Some shocking yet common problems we see in
PPC accounts
•
7 guidelines for achieving success in Google
AdWords
•
The 20-Minute PPC Work Week
•
How WordStream’s PPC Advisor increases PPC
efficiency & performance
Let’s learn a little about you….
Quick Poll #1
How long have you been involved with Search
Marketing?
o
Less than 1 year
o
1-3 years
o
3-5 years
Quick Poll #2
How would you describe your Search Marketing
results?
o I’m new to Search Marketing
o Who knows – I don’t measure my results
o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into
PPC
o Stellar – PPC is my most successful lead/traffic
generating channel
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?
Answer:
• 50% of them don’t even check once per month
• 25% haven’t done anything in the last 90 days
• Agencies and advertisers appear to be equally guilty...
PPC Trivia! (Continued)
2. What percentage of AdWords accounts have used at least 1
negative keyword in the last 90 days?
CONFIDENTIAL – DO NOT DISTRIBUTE 8
Answer:
• Less than 50%
• And 20% of them have yet use a negative keyword… ever…
PPC Trivia! (Continued)
3. What percentage of AdWords
accounts use Conversion Tracking?
Answer:
• Less than 50% of advertisers have Conversion Tracking on. That means they don’t know what’s working.
Where does all this AdWords data come from?
• AdWords Performance Grader from WordStream
• Free Instant Audit of Your AdWords Account
• Shows you 8 things you can do in your AdWords Account Now!
10
The Average AdWords Account for
Small & Medium Businesses.
• 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?
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
7 Things that we know to be true
14
But the right tools,
techniques and education can
make it a LOT EASIER.
A little work every week on your
AdWords campaigns can deliver
big dividends.
16
Figure out what people want
and give it to them.
3. Succeeding in PPC is all about
relevance
Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
18
Knowing what you want
defines and simplifies your
workflow.
Test and iterate, but don’t let
the perfect be the enemy of
the good.
20
Spend time with your family,
support the arts, wear
sunscreen, etc.
Introducing the 20 Minute PPC Work Week
• An impactful PPC workflow for managing AdWords accounts
• Based on proven AdWords best practices and
years of AdWords research into habits of successful PPC managers
22
Time Task Min
0 - 1
Check Bids & Budget
- Raise bids on good performing keywords, lower on poorly performing keywords.
Min 2 - 4
Pause Poorly Performing Keywords
- Look for keyword outliers with below average ROI and/or Quality Scores and dump them
Min 5 - 9
Do Keyword Research
- Add promising looking keywords to your account
- Negate keywords that aren’t relevant to your business. - Experiment with more restrictive keyword match types
Min 10 - 13
Ad Text Optimization
- Throw out (at least) your worst 2 ads and replace them with 2 or more new ones. Try out new ad extensions, etc.
Min 15 - 18
Improve Campaign Relevancy
- Split-up your biggest, most bloated adgroup into 2 smaller, more targeted ones, or, come up with an idea for a better landing page offer.
- Try to come up with at least 1 more-targeted ad group or landing page offer every month.
Min 19 - 20
PPC Reporting
- Brag to your boss (or your client). Create a report and send it out to let them know about the work you’re doing.
- Set a goal for next month!
Pause Poorly Performing Keywords (Minutes 2-4)
Improve Campaign Relevancy (Minutes 15-18)
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 can’t do negative keyword research (or any of these tasks, for that matter) in 2 minutes?
Summary: The 20 Minute PPC Work Week
•
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
Poll Question:
•
Are you interested in…
– A free AdWords account performance review with one of our AdWords experts
– A free trial of WordStream’s PPC Advisor
30
Your Questions
Thank you for attending WordStream’s webinar on: The 20 Minute PPC Work Week
You can contact me directly:
http://twitter.com/larrykim
