Webinar: The 20 Minute PPC Work Week

Transcription

1 Webinar: The 20 Minute PPC Work Week Larry Kim, Founder, CTO Feb 22, 2012 Twitter: #20MinPPC

2 Take Part in Live Blogging! #20MinPPC Include the hashtag #20MinPPC in your Twitter tweets,etc. 2

3 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

4 Let s learn a little about you. 4

5 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

6 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 6

7 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... CONFIDENTIAL DO NOT DISTRIBUTE 7

8 PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: Less than 50% And 20% of them have yet use a negative keyword ever CONFIDENTIAL DO NOT DISTRIBUTE 8

9 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. CONFIDENTIAL DO NOT DISTRIBUTE 9

10 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

11 The Average AdWords Account for Small & Medium Businesses. CONFIDENTIAL DO NOT DISTRIBUTE 11

12 What can be done about this train wreck? 7 Things we know to be true about AdWords Success A solution for the AdWords death spiral: The 20 Minute PPC work week! 12

13 7 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 Google We summarized the findings into just 7 things you need to know! 13

14 1. PPC is Hard But the right tools, techniques and education can make it a LOT EASIER. 14

15 2. You get what you put in A little work every week on your AdWords campaigns can deliver big dividends. 15

16 3. Succeeding in PPC is all about relevance Figure out what people want and give it to them. 16

17 4. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 17

18 5. You gotta have goals Knowing what you want defines and simplifies your workflow. 18

19 6. Avoid analysis paralysis. Test and iterate, but don t let the perfect be the enemy of the good. 19

20 7. Reward yourself take a day off! Spend time with your family, support the arts, wear sunscreen, etc. 20

21 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! 21

22 Path to Success: WordStream s 20 Minute PPC Work Week Time Min 0-1 Min 2-4 Min 5-9 Task Check Bids & Budget - Raise bids on good performing keywords, lower on poorly performing keywords. Pause Poorly Performing Keywords - Look for keyword outliers with below average ROI and/or Quality Scores and dump them 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 Min Min 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. 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. 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! 22

23 Check Bids & Budget (Minutes 0-1) 23

24 Pause Poorly Performing Keywords (Minutes 2-4) 24

25 Do Keyword Research (Minutes 5-9) 25

26 Improve Campaign Relevancy (Minutes 15-18) 26

27 PPC Reporting (Minutes 19-20) 27

28 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? 28

29 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 29

30 Poll Question: Twitter: #20MinPPC 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

31 Your Questions Thank you for attending WordStream s webinar on: The 20 Minute PPC Work Week You can contact me directly: lkim@wordstream.com Twitter: #20MinPPC 31