the 20-minute ppc work week
TRANSCRIPT
The 20-Minute PPC Work Week
Tim Warner, Director of Sales, WordStream [email protected]
April Gadarowski, Senior Account Executive, [email protected]
Brought to you by:
www.wordstream.com/learn
Webinar
www.wordstream.com/learn
JOIN THE CONVERSATION ON TWITTER
#PPC20
@WordStream
@twarner83
Meet The Experts
Tim Warner, Director of Sales• 9+ Years of PPC Experience• Certified AdWords Professional• Member of the WordStream
Leadership team
April Gadarowski, Senior Account Executive• Certified AdWords Professional• Almost 2 years at WordStream • Works Side by Side with Marketing (Cross
Functionally)
Shocking yet common problems we see in PPC accounts
5 guidelines for achieving success in Google AdWords
How to improve your PPC Performance in only 20-Minutes per week
Q&A: Send us your questions!
Today’s Agenda
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) 10-39 hours per week
e) 40+ hours per week – it’s my full time job!
Poll Question #1: How much time do you spend doing PPC Work Every Week?
a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing Page Optimization
Poll Question #2: What's your biggest time suck in PPC Management?
PPC Trivia!
a)5%
b)15%
c)25%
d)50%
e)75+%
What % on average does a small
business waste each month on
their AdWords spend?
25%The average small business wastes 25% or more each month on their AdWords spend.
a) Everyday
b) 2 Times Per Week
c) 3 Times Per Week
d) Once Per Month
How often do small businesses
(spending under $5K/ month)
do work in their AdWords account?
50%50% don’t even check their AdWords account
once per month. 25% haven’t done anything in the last 90 days.
How Did We Get This Data?
WordStream’s FREE AdWords Performance Grader
Baseline your AdWords performance
A free, instant PPC audit in under a minute!
Grades your AdWords account performance based on 10 key paid search metrics
Compares how you’re doing against other accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
The Harsh Reality:The Average AdWords Account for
Small & Medium Businesses is a Train Wreck
5 things that we know to be true about achieving AdWords Success
At WordStream, we’ve … Analyzed thousands of
accounts. Talked to thousands of
different users Shared findings with our
partners @ GoogleWe summarized the findings into just 5 things you
need to know!
But the right tools, techniques and education can make it a LOT EASIER
1. PPC Is Hard
2. You Get What You Put In…
A little work every week on your AdWords campaigns can deliver BIG dividends
Pause, fix or kill irrelevant, underperforming keywords to maximize ROI
3. Keep Your PPC House Clean
Knowing what you want defines and simplifies your workflow
4. You Gotta Have Goals
a)Daily
b)Weekly
c) Monthly
d)Never
Poll Question #3: How often do you set goals in your AdWords account?
50% of SMB’s aren’t tracking conversions
5. Track What’s Working
a)Form Fills/ E-Commerceb)Form Fills/ Telephone Callsc) Phone Callsd)I can’t see my conversions through
AdWordse)I wish I could track calls
Poll Question #4: What conversions do you track?
Your Advertising Performance: Get the whole picture
Lots of leads come from phone calls…
Service industry leads Emergency service leads High end product sales
If you have a phone number on your website, you should track the calls you get!
Optimize your PPC account for all types of leads
Go beyond bid adjustments!
Find new keywords and negatives based on the search queries that convert
Identify high value long tail keywords See which ads perform the best based on holistic
account performance
WordStream Call Tracking
24 hrs
How to Improve Your PPC Performance In Only 20-Minutes Per
Week
Key To Success- Know How You’re Performing
WordStream PPC Call Tracking
Key To Success- Know How You’re Performing
WordStream PPC Reporting
Key To Success- Know How You’re Performing
Summary
Most Advertisers AdWords accounts are a train wreck
Review the 5 Habits of Successful PPC Marketers Importance of Optimizing Telephone Calls Think of PPC campaign work as a recurring
weekly task WordStream PPC Advisor enables the 20 minute
PPC Work Week, an impactful PPC workflow for managing AdWords accounts
Special Offers! Would You Like…
a)FREE 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
Tim Warner, Director of Sales, WordStream [email protected]
April Gadarowski, Senior Account Executive, [email protected]