20 minute ppc work week
DESCRIPTION
Shockingly common PPC problems revealed by Larry Kim and how to achieve Google AdWords success by following just 7 simple guidelines and 20 minutes a week focused on PPC.TRANSCRIPT
Webinar: The 20 Minute PPC
Work Week
Larry Kim, Founder, CTO
Feb 22, 2012
Twitter: #20MinPPC
Take Part in Live Blogging! #20MinPPC
• Include the hashtag #20MinPPC in your Twitter tweets,etc.
2
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
3
Let’s learn a little about you….
4
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
o 5+ years
5
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
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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?
CONFIDENTIAL – DO NOT DISTRIBUTE 7
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?
CONFIDENTIAL – DO NOT DISTRIBUTE 9
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!
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http://www.wordstream.com/google-adwords
CONFIDENTIAL – DO NOT DISTRIBUTE 11
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?
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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!
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
• It’s the cure for the AdWords death spiral!
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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!
Path to Success: WordStream’s 20 Minute PPC Work Week
Check Bids & Budget (Minutes 0-1)
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Pause Poorly Performing Keywords (Minutes 2-4)
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Do Keyword Research (Minutes 5-9)
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Improve Campaign Relevancy (Minutes 15-18)
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PPC Reporting (Minutes 19-20)
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?
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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
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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
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Twitter: #20MinPPC
Your Questions
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Thank you for attending WordStream’s webinar on: The 20 Minute
PPC Work Week
You can contact me directly:
http://twitter.com/larrykim
Twitter: #20MinPPC