With the right tools and processes, small businesses can succeed at PPC. Together with insight from Howard Tung, Strategic Partner Manager - Google Channel Sales, WordStream Founder Larry Kim will show you how to make PPC work for your business. In this webinar, we explore three successful models for managing PPC. You'll: Learn how to evaluate your potential gains from PPC, including Google AdWords Discover three models for managing and executing a PPC program Identify the right path for your business

1. Google and WordStream Webinar:
3 Paths For Small Business PPC
Profitability
Howard Tung, Google
Larry Kim, WordStream
January 11, 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. Do you understand these terms?
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9. 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...
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10. 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…
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11. 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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12. The Average PPC Account for Small
& Medium-Sized Businesses.
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13. 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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14. 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!

15. Step 1: Identify the potential
– Is your business a good fit for PPC?
– Guestimate the potential
– Figure out an initial budget
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16. 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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17. 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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18. 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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19. Path 1: Do it Yourself
Pros Cons
No additional fees for You have build, manage and
software or services optimize your campaigns
Time intensive
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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20. 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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22. 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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23. Example: Traffic Express (From WordStream)
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24. Path to Success
 Identify the potential
 Take stock of your resources
 Choose one of 3 paths to PPC success
• Do it Yourself
• Use Software
• Outsource
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25. Want Some Help?
Are you interested in…
o A Free Traffic Analysis with one of our Search
Marketing Experts
o A free AdWords account performance review with
one of our AdWords experts
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26. Your Questions
Thank you for attending our webinar!
Get a FREE Traffic Analysis and identify the potential of PPC for your business!
http://www.wordstream.com/traffic-analysis
Evaluate your current AdWords account using WordStream’s Free Performance Grader:
http://www.wordstream.com/google-adwords
Or contact us directly:
lkim@wordstream.com
http://twitter.com/larrykim
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