Should you be doing PPC in-house? Hire an agency? Purchase PPC Software? You focus on your business, let us worry about PPC - http://www.wordstream.com/ppc-express This webinar highlights just exactly how you can seize this opportunity - be it doing things in-house, hiring an agency, or use software. The steps to deciding the best approach is highlighted in 4 easy steps. Search is ever expanding and Pay Per Click (PPC advertising) has become more and more effective for small and mid sized businesses. - Over 1 billion Searches are made per day on the web of 325 billion websites through 41.7 connected PC and mobile devices. - Nearly 4/10 users learn about a brand or small-medium sized business for the first time through Online Display Advertising. - Nearly 4/10 eventually search about the company or their products as a result of the Online Display Ad.

1. Google and WordStream Webinar:
3 Paths For Small Business PPC
Profitability
Howard Tung, Google
Larry Kim, WordStream
May 9, 2012

2. Today’s Agenda
• Introductions
• Key Trends in Online Marketing for 2012 from
• Trivia & Poll
• 3 Paths for PPC Success
• Questions & Answers
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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #3pathsppc in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions
• Howard Tung
– 8+ years in Online industry with Google, Microsoft,
and IGN Entertainment
– Recently joined Google in early 2010 to focus on
Strategic Partnerships for Small-Medium
Business/ Local Channel.
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 years
– 3 years ago, started WordStream
– Today we’re an industry-leading provider of a PPC
Management Platform and Keyword Research
Tools
– WordStream helps people get their website found
on the internet!
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5. Let’s learn a little about you….
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6. Quick Poll
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
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7. Quick Poll
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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8. Digital Overview
Acceleration of Everything
Google Confidential and Proprietary 8

9. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 9

10. The Connected World
> 2bn
people
Censored By Request
> 35bn
devices
Google Confidential and Proprietary 10
Source: “Learn from Google” Atlanta Event, 2011

11. Ad spend is following consumers online
consumers’ advertising
media untapped audience Investments
consumption
gap between ad
investments and media 19% online
25% online consumption
Censored By Request
43% tv 43% tv
17% newspapers
5% newspapers
3% magazines
16% radio 11% magazines
8% mobile 11% radio
0.5% mobile
Source: eMarketer, March 2011; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2010
Google Confidential and Proprietary 11

12. There is immense opportunity in Local
Censored By Request
97% 1 in 5 1 in 3
online consumers use the web desktop searches are mobile searches are
to research for products.* related to location.** related to location.**
Source: *Yahoo! and com Score Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.
**Source: Google
Google Confidential and Proprietary 12

13. Healthy Y/Y grow in searches for “Local”
verticals
Censored By Request
Indexed Query Growth
Google Confidential and Proprietary 13
Source: Google Internal Data, YoY is last 90 days

14. Censored By Request
The Four B’s
Addressing the Local Opportunity
Google Confidential and Proprietary 14

15. The Four Be’s
Be Found Be Relevant
>
Censored By Request
Be Engaging Be Accountable
Google Confidential and Proprietary 15

16. Be Found - Search
Censored By Request
• Search: Still the Web’s killer app
• Advertisers’ pay when users click on their ad & visit their page
Google Confidential and Proprietary 16

17. Be Found – G+ Pages
in the real world, people interact with businesses every day.
google+ brings those rich relationships online.
Censored By Request
• Start real conversations
• Inspire your customers to recommend new ones
• Boost the performance of your ads across the web
Google Confidential and Proprietary

18. Be Relevant - Mobile
Censored By Request>
• Mobile: bigger than desktop within 3 years
• Mobile searches grew 500% in the last 2 years
• After looking up a local business on a smartphone, 61% of users called
and 59% visited
Google Confidential and Proprietary 18

19. Mobile allows for constant connectivity
PC 11pm
Mobile
Censored By Request 1pm
Traffic
8pm
7am
Time
Source: Internal Google Data 2010, typical across different markets
Google Confidential and Proprietary 19

20. Mobile complements desktop
Weekly View
Desktop Searches vs. Mobile Searches
Censored By Request
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 Google Confidential and Proprietary 20

21. Be Engaging - Display
Censored By Request
• Google Display Network reaches over 90% of internet users
• Engaging ad formats – rich media, banner, and video ads
Google Confidential and Proprietary 21

22. Reach customers while they explore their interest
Think search + display
95% of Time Online is Spent Outside
of Search •Nearly four in 10
Search Internet users who respond to online
5%
display advertising learn about the
brand/SMB for the first time as a
Censored By Request
Community
26%
Email & IM
20%
result of their exposure to such an
ad.
Commerce
11%
•Nearly four in 10
Internet users eventually perform a
Content search on the company, product, or
38%
service that is the focus of the online
display ad to which they are
exposed, and then visit the website
from the search results.
Source: Online Publishing Association and Nielsen//NetRatings, August 2010; iProspect Research 2010 Google Confidential and Proprietary

23. Be Accountable - Measurement
Censored By Request
Measure site performance and ROI
Google Confidential and Proprietary 23

24. The Four Be’s
Be Found Be Relevant
>
Censored By Request
Be Engaging Be Accountable
Google Confidential and Proprietary 24

25. Sounds great but
how do I actually
DO this??
CONFIDENTIAL – DO NOT DISTRIBUTE 25

26. Do you understand these terms?
CONFIDENTIAL – DO NOT DISTRIBUTE 26

27. 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 27

28. 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 28

29. 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.
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30. The Average PPC Account for Small
& Medium-Sized Businesses.
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31. What we know about PPC Failure
Advertisers get Complexity and
frustrated, lack of time
conclude PPC results in poor
doesn’t work understanding
for them. of search.
Poor
Understanding
Yields Poor
Results
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32. Getting your PPC Marketing on the
Right Track
1. Identify the potential
2. Choose your yard stick
3. Take stock of your resources
4. Choose one of 3 paths to PPC Success!

33. Step 1: Identify the potential
– Is your business a good fit for PPC?
– Guestimate the potential
– Figure out an initial budget
CONFIDENTIAL – DO NOT DISTRIBUTE 33

34. Grade Yourself! http://www.wordstream.com/google-adwords
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on the 8 PPC metrics that
really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
• http://www.wordstream.com/
google-adwords
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35. Step 2: Choose Your Yardstick
Better
Accountablity
How will you measure success? but Harder to
– Sales: Return on Ad Spend (e.g. Online implement.
Retail)
– Leads: Cost per lead
• Comparing it to the average value of a
lead
• Comparing to what you pay for other
marketing venues
– Traffic: Driving traffic to your site (or calls Less
Accountability
to your business) but Easier to
implement.
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36. Step 3: Define your Resources
What can you devote to your PPC Program?
– Time
• How much time can you devote?
– Budget
• How much budget do you have?
– Staff
• Hire vs. outsource?
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37. Step 4: Choose a Path
There are really 3 PPC Implementation Paths
1. Do it yourself
2. Leverage software
3. Outsource to an Agency
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38. Path 1: Do it Yourself
Pros Cons
No additional fees for Time intensive - You have
software or services build, manage and optimize
Full control your campaigns
Easy to make costly mistakes
Requires deep
understanding of PPC
techniques
Best for PPC professionals with expert
knowledge and years of experience
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39. Path 2: Leverage PPC Tools
Pros Cons
Improve results Cost for software
Save time You still have build, manage
and optimize your
campaigns
Best for those who have PPC experience and
time or resources to managed program
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41. Path 3: Outsource
Pros Cons
Experts To Handle Not for control-freaks
Everything Not “Free”
Better Results Finding a partner you can
Peace of Mind trust
Quick set up
Best for those who are new too PPC, time
constrained or not getting results they want
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42. Example: PPC Express (From WordStream)
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43. Path to Success
 Identify the potential
 Take stock of your resources
 Choose one of 3 paths to PPC success
• Do it Yourself (Go it alone)
• Use Software (WordStream PPC Advisor + Premier Consulting)
• Outsource (WordStream Services)
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44. Want Some Help?
If you have a PPC budget of at least $1,500 take
advantage of this free offer:
o A free Path Analysis with one of our Search
Marketing Experts
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45. Special Offers
If you have a PPC budget of at least $1,500 take
advantage of these free offers:
1. Sign up for WordStream PPC Advisor and get 2
months of free Premier Consulting.
2. Sign up for PPC Express service and get up to
$600 of free advertising.
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46. Your Questions
Start down your ideal path today:
Baseline your current AdWords account using WordStream’s Free Performance Grader:
http://www.wordstream.com/google-adwords
Thank you for attending our webinar!
Contact us directly:
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