To measure success in anything requires a baseline, and PPC is no different. But most PPC managers will tell you that reporting is one of the BIGGEST time-sinks. It doesn't have to be that way! In this webinar, WordStream founder Larry Kim shares 7 Vital Signs Every PPC Manager Should Know About Their Account(s). You’ll learn: - How to analyze and visualize your Search Performance Funnel - The key metrics that reveal your account health, such as average Quality Score - How to track top metrics using WordStream's reporting short-cut Plus, learn how to easily communicate the metrics to other key stakeholders in a language they'll understand – be it your boss, your clients or the CEO.

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Webinar:
PPC Health Check:
Knowing & Showing Your
Account Vital Signs
Larry Kim
Founder & CTO, WordStream, Inc.
June 5, 2013

2. Today’s Agenda
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• What PPC Metrics Actually Matter?
• AdWords Clinic: Live Account Audits!
• Introducing the 20-Minute PPC Work Week
• Why reporting mattershy?

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introduction
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10+ Years!
– 6 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader
and the 20 Minute PPC Work Week

5. Let’s learn a little about you….
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6. Poll Question 1: Your Most Important PPC Metric?
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Question: Which of the following AdWords Metrics
would you say are the most important for managing
your Google AdWords Search campaigns?
#wordstream
a) Clicks, Cost, Cost-Per-Click
b) Quality Score, Click-Through-Rate
c) Conversions, Cost Per Conversion, Conversion Rate
d) Search Query Report
e) Impression Share Report

7. Poll Question 2: What's your biggest Time Sink in
PPC Management? #wordstream
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a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization

8. The Key Metrics that Define Your AdWords Performance
At WordStream, I believe that you can get a sense for the
health of a an AdWords account by measuring the following
metrics 8 Metrics:
1. Quality Score
2. Click-Through Rate
3. Impression Share
4. Account Activity
5. Long-Tail Keyword Optimization
6. Negative Keyword Usage
7. Ad-Text Metrics
8. Conversion Rate & Landing Page Metrics
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9. • 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)
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Grade Yourself! http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords

10. AdWords Clinic Time!
• Review 2 real AdWords accounts
• Figure out what PPC metrics matter
• Determine if they’re succeeding or failing, and
what they can do to improve
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The Average AdWords Account for
Small & Medium Businesses.

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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 5 things
you need to know!
5 Things that we know to be true
about achieving AdWords Success

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

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

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

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

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Give the searcher a direct link
to what they are looking for
5. Succeeding in PPC is all about
relevance

18. Introducing the 20 Minute PPC Work Week!
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19. Path To Success – The 20 Minute PPC Work Week
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20. Path To Success – The 20 Minute PPC Work Week
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21. PPC Reporting
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22. PPC Reporting
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25. Top Text Ad
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26. 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 it takes me more than 20 minutes to the
task in the work week?
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27. Summary: How to Make the Most of PPC Advisor
• Most Advertisers AdWords accounts are a disaster
• Review the 5 Habits of Successful PPC Marketers
• 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
optimizing and reporting on AdWords accounts
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Automated Actionable Alerts
Simplified 20 minute workflow
Powerful tools for more advanced
users
Premier PPC Consulting
Dedicated Google Certified Rep
Expert advice from a human when
you need it!
What makes WordStream different?

29. Live Poll Question #3
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Q: Would you like…
• A free AdWords account audit and help in understanding
your score with a certified AdWords Professional
• A free trial of WordStream PPC Advisor
• A demo of WordStream PPC Advisor

30. Your Questions
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Thank you for attending WordStream’s webinar on: PPC Health
Check: Knowing & Showing Your Account Vital Signs.
#wordstream
Benchmark your account today!
http://www.wordstream.com/google-adwords
Don’t forget to sign up for our Free Trial:
http://www.wordstream.com/ppc-free-trial
Or contact me directly:
Larry Kim
Email: lkim@wordstream.com
Twitter: @larrykim