In this WordStream webinar, learn how "happy juice" marketing can help break through your audience's indifference and drive better results from your sales and marketing efforts. Join small business guru and Google AdWords expert Perry Marshall, as he shares what the happy juice principle is and how it can help drive stronger connections with your audience. Then, get real business examples from WordStream's Marketing Director Amber Stevens and see how happy juice enables you to capture more leads and convert them to sales! You'll learn how to create the following: -Paid search ads with killer click-through rates -Emails with sky-high open rates -Engaging blog posts with shares & comments -And much more! Visit www.wordstream.com for more information.

1. The Happy Juice Principle:
Marketing That Captures & Converts
Brought to you by:
www.wordstream.com/learn
Webinar
Perry Marshall
Founder, Perry S. Marshall & Associates
Amber Stevens
Director of Marketing, WordStream

2. Go straight to the front of the class with
WordStream's PPC University.
You'll learn how to master pay-per-click
advertising and Google AdWords in
three guided courses, from PPC 101 to
Advanced PPC, plus webinars, white
papers, and free tools to help you
along the way.
Want to get smart in PPC?
www.wordstream.com/learn
Brought to you by PPC University

3. Include the hashtag
#wordstream
Take Part In Real Time

4. Perry Marshall
Author of a best selling book,‘The
Ultimate Guide to Google AdWords’and
‘80/20 Sales and Marketing’
Most quoted consultant on Google
advertising
Founder of Perry S. Marshall & Associates,
focused on helping marketers and
business owners work smarter
Meet The Experts

5. Amber Stevens
10 years of Online Marketing Wizardry
Worked at Boston based start-ups; Unica,
Eloqua, SnapApp and… WordStream!
Fascinated by people and how they behave
Knows a secret technique that will put a
lobster to sleep
Meet The Experts

6. Search Marketing software company founded
in 2007 located in Boston, MA
#184 fastest growing private company in the
US
Winner of best Customer Engagement Driver
Award from MITX
Helping 1,000’s of Businesses with:
o PPC Advisor (PPC Management Platform)
o The Free AdWords Performance Grader
o The Free AdWords Landing Page Grader
o Expert PPC Management Services
About WordStream

7. What The‘Happy Juice Principle’Is
Why You NEED Happy Juice in Your Sales and
Marketing
How You Can Apply The Happy Juice Principle to:
Paid Search
Content/Inbound Marketing
Email Marketing
Q&A: Send us your questions!
Today’s Agenda

8. Let’s Learn a Little
About You…

9. a) There is only“i”in this Team
b) 2 people
c) 3-5 people
d) More Than 5 people
Poll Question #1: How Many People Are On Your
Marketing Team?

10. a) Always!
b) Sometimes
c) Pretty Infrequently
d) Never
Poll Question #2: How Often Are You Testing
Messaging/Offers?

11. What Is The Happy Juice Principle?

12. What Is The Happy Juice Principle?
Optimization
Testing
Persona
Mapping
IntentMessaging
Need/WantExperience

13. This Is NOT The Happy Juice Principle
This is an
A/BTest

14. Happy Juice in Action!

15. I LOVE this stuff!

16. We’re Always Learning…

17. Things We’re Proud Of!
Increased Website Visitors by 116%
2X Sales Qualified Leads
Hockey Stick Revenue Growth

18. Getting Started Mapping Your Buyer
Pick Up the Phone
Send a Survey
Collect Information as They Engage
Use Free Tools!

19. The WordStream Blog

20. If You Write It, Will They Come?

21. Check the Competition

22. Measure The Impact
Ranked
#2

23. WordStream’s PPC & Re-Marketing Program

24. Believe in the Query Fairy

25. Getting More Clicks
34% More
Clicks!

26. Providing the Right Context
www.wordstream.com/google-adwords

27. Reducing Friction & Building Trust
86%
Improvement
in Lead
Capture

28. One Size Fits All?

29. A Personal Approach
Welcome – Agency
1) “Welcome to WordStream – We Love Agencies!”
2) “Welcome <First Name>, See Why Agencies Love WordStream”
Welcome – Advertiser
1) “Let’s Make PPC Your BFF”
2) “<First Name>, Have No Fear - WordStream’s Here
General Agency Personal Adv. Personal
Open 28% 49.55% 30.2%
ClickThru 5% 8.85% 5.3%
77%
76%

30. Why Open Rate Matters
Sent
Open
Leads!
30%
8.5%
10,000
3,000
255
50%
8.5%
10,000
5,000
425
67% More
Leads

32. People Only Skim – They Don’t Read
Use FEW or LOTS of Superlative's
None: “27Ways toTrain a Dog”
1: “The 27 WorstWays toTrain a Dog”
4: “The 27 Worst and Stupidest Ways Ever to
Train a Perfect Dog”
Negative SuperlativesWork Best
Use a Number in the Title
AddressThe Reader Directly
People HATE Questions
Sentence Case Capitalization Is Preferred
Headline Tips from Pro’s
Credit:Courtney Seiter @Moz
Mozinar: ‘The Science of Writing Must-Click
Headlines for Social Media’

33. Headline Tips from Pro’s
Credit:Courtney Seiter @Moz
Mozinar: ‘The Science of Writing Must-Click
Headlines for Social Media’

35. With SEO, Understand Intent &
Check the Competition
With Paid Search, Believe in the
Query Fairy & Apply Offline
Research
With Email, Get Personal and
Don’t Underestimate the Power of
a GREAT Subject Line
What’ve We Learned?

36. Get In Their Heads
Map Your Buyer Profile
Understand Intentions
Test, test, test
Write LOTS of Headlines
Content Must Amaze…Always
Crawl, Walk, Run
Happiness Is Hard Work…

37. A. FREE live demo of WordStream’s 20-Minute PPC
Work Week
B. FREE 1-on-1 AdWords Grader walk-through with a
PPC expert
C. Nothing at the moment
Special Offers! Would You Like…

38. Brought to you by:
www.wordstream.com/learn
Webinar
THANK YOU!
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787
Perry Marshall
Founder, Perry S. Marshall & Associates
Amber Stevens
Director of Marketing, WordStream