Webinar: Live PPC Optimization Clinic - 3/7/13

Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as "Voice of the Customer" and just viewed as a "check box" item. In this discussion we will describe how there are different approaches to collecting the Voice of the Customer and how the wrong approach will unintentionally bias the results that are obtained. We will relate different Voice of the Customer approaches with project portfolio classifications for product development. Recommendations for how to apply them in different segments of the value chain will also be provided. About the Speaker: Dr. Jose A. Briones is a Sr. Consultant with C-Level Advisors a team of senior level experts and analysts that work with companies in developing business strategy, acquiring and integrating companies, creating alliances, creating go-to-market strategies, and designing product portfolios. He has 20 years of commercial and technical experience in the manufacturing and technology industries, holding positions in the areas of marketing, innovation, sales, engineering and R&D. Dr. Briones has been the leader in the commercialization of over 40 products in the fields of chemicals, materials, apps and cloud software in the U.S., Europe and Latin America. He has been named as inventor in 7 patents. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certiﬁcation: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

Fore more information, visit www.wordstream.com Do you have a sneaking suspicion that your PPC account could be performing better? Do you feel stuck and unsure how to get better results? Then don't miss out on this special opportunity on how to revamp your PPC account! In this PPC Optimization Clinic, experts from WordStream and Hanapin Marketing show you: - An inside look at live PPC account assessments - The differences between a healthy PPC account and an ailing one - Must-have tips for your own accounts

Technologie

The presentation will begin shortly!
The presentation will begin shortly!

Speaking:

www.HeroConf.com

PPC Optimization Clinic Webinar
Live account assessments plus tips for
optimizing your PPC Performance

Presenters:
Larry Kim | Founder, CTO of Wordstream
Sean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing

HOSTED BY:
&

Speaker Introductions

• 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
• Sean Quadlin
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Manages clients in education, publishing,
software as a service and more
– Focuses primarily on lead generation
– PPCHero.com is the leading site for PPC
Strategies, News and Information

& 3

Today’s Agenda

• PPC’s Guiding Formula
• Live PPC Account Optimizations
– The Good
– The Bad

& 4
4

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #ppcclinic in your Twitter tweets, Google+
status updates, etc.

& 5
5

Live-Poll Question 1

Question: What area takes you the longest to optimize?
#ppcclinic

A. Bids
B. Ads
C. Keywords
D. Campaign Structure
E. Negative keywords

& 6
6

Live-Poll Question 2

What do you value more for your business: Clicks from Mobile
Devices (excluding tablets) or Clicks from Desktops/Notebooks?
#ppcmetrics
• I value Mobile Clicks More
• I value Desktop Clicks More
• I value them the same
• No opinion

& 7
7

PPC’s Guiding Formula

Spend
Conversion Leads
Rate
CPC

& 8
8

Live Clinic Time!

• We’ll review 2 real AdWords accounts. Point out the
positives and negatives and how to optimize.
– The changes we’ll recommend are geared toward either reducing your CPC or
increasing your conversion rate (it’s called a guiding formula for a reason)

& 9
9

Live Clinic Time! — Assessment 1

& 10
10

Live Clinic Time! — Assessment 2

& 11
11

Summary: PPC Optimization Clinic
A. In order to optimize you account, you need to know where you
want it to be

B. Whatever method you use to analyze your account, find out
what best practices you aren’t following (or at least which best
practices don’t work for your account)

C. Through diligence and regular maintenance you can optimize
your account to meet your key performance indicator

& 12
12

Live Poll Question 3
Q: Would you like…

• A Free Trial of WordStream

• A free one-on-one solutions blueprint/account assessment with
Hanapin Marketing (for accounts with over $20,000/ month in
spend).

& 13
13

Your Questions
Thank you for attending WordStream & Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic

Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up

Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Sean Quadlin
sean.quadlin@hanapinmarketing.com
http://twitter.com/seanquadlin

& 14
14

Meet Larry and Sean at Hero Conf 2013!
The presentation will begin shortly!

www.HeroConf.com Save $200 with this code: webinar_hc

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