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.

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!
http://www.wordstream.com/google-adwords
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 partners @ 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 Task
Min Check Bids & Budget
0-1 - Raise bids on good performing keywords, lower on poorly
performing keywords.
Min Pause Poorly Performing Keywords
2-4 - Look for keyword outliers with below average ROI and/or
Quality Scores and dump them
Min Do Keyword Research
5-9 - Add promising looking keywords to your account
- Negate keywords that aren’t relevant to your business.
- Experiment with more restrictive keyword match types
Min Ad Text Optimization
10 - 13 - Throw out (at least) your worst 2 ads and replace them
with 2 or more new ones. Try out new ad extensions, etc.
Min Improve Campaign Relevancy
15 - 18 - 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 PPC Reporting
19 - 20 - 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
http://twitter.com/larrykim
Twitter: #20MinPPC
31