For more information, visit: http://www.wordstream.com Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week – we’ll show you how! In this new webinar, WordStream founder and PPC expert Larry Kim will show you: - 7 guidelines for achieving success in Google AdWords - How the 20-Minute PPC Work Week™ can help you make an impact in less than half an hour per week! - Some common problems we see in PPC accounts – you’ll be shocked!

1. The 20-Minute PPC Work Week
Larry Kim
Founder and Chief Technology Officer
WordStream

2. Reasons You Should Belong to SEMPO
• Expand Your Knowledge
• Engage With Industry
Leaders
• Maximize Your Career Growth
• Grow Your Business
• Save Money
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3. Presentation Provided by
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4. Housekeeping
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5. Larry Kim
@larryKim
• Founder and Chief Technology Officer
• Larry is responsible for defining WordStream’s
product direction and features.
• Has more than 10 years of PPC and SEO
experience.
• Has authored four award-winning books on
software development and is a frequent writer and
speaker in various search marketing forums and
events.
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6. Today’s Agenda
• Introductions
• Some shocking yet common problems we see in PPC accounts
• 7 guidelines for achieving success in Google AdWords
• Introducing the 20-Minute PPC Work Week
• How to make the most of WordStream’s PPC Advisor and the
20-Minute PPC Work Week
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7. Take Part in Live Blogging on Twitter / Google+
Include the hashtag #20minppc in your Google+ status
updates, Twitter tweets, etc.
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8. Let’s learn a little about you….
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9. Poll Question 1: How much time do you spend doing
PPC work every week?
a) I'm supposed to do work in my PPC account every
week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
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10. Poll Question 2: What's your biggest Time Sink in
PPC Management?
a) PPC Bid Management
b) Reporting & Analysis
c) Ad Text Authoring
d) Keyword Research / Negative Keyword Research
e) Landing page creation / Optimization
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11. 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?
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12. 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 & advertisers score the same
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13. PPC Trivia! (Continued)
2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?
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14. 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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15. PPC Trivia! (Continued)
3. What percentage of AdWords
accounts use Conversion Tracking?
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16. 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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17. 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
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18. The Average AdWords Account for
Small & Medium Businesses.

19. 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!
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20. 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!
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21. 1. PPC is Hard…
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22. 1. PPC is Hard…
But the right tools,
techniques and education can
make it a LOT EASIER.
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23. 2. You get what you put in…
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24. 2. You get what you put in…
A little work every week on your
AdWords campaigns can deliver
big dividends.
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25. 3. Succeeding in PPC is all about
relevance
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26. 3. Succeeding in PPC is all about
relevance
Figure out what people want
and give it to them.
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27. 4. Keep your PPC house clean
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28. 4. Keep your PPC house clean
Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
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29. 5. You gotta have goals
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30. 5. You gotta have goals
Knowing what you want
defines and simplifies your
workflow.
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31. 6. Avoid analysis paralysis.
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32. 6. Avoid analysis paralysis.
Test and iterate, but don’t let
the perfect be the enemy of
the good.
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33. 7. Reward yourself – take a day off!
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34. 7. Reward yourself – take a day off!
Spend time with your family,
support the arts, wear
sunscreen, etc.
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35. Introducing the 20 Minute PPC Work Week!
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36. Path To Success – The 20 Minute PPC Work Week
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37. Path To Success – The 20 Minute PPC Work Week
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38. Path To Success – The 20 Minute PPC Work Week
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39. Path To Success – The 20 Minute PPC Work Week
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40. Path To Success – The 20 Minute PPC Work Week
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41. Path To Success – The 20 Minute PPC Work Week
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42. Path To Success – The 20 Minute PPC Work Week
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43. 43

44. 44

45. Check Bids & Budgets
(Minute 0-1)
• Before:
– Analyze account performance (ROAS, CPA, etc.)
– Determine statistical significance
– Determine which keywords to raise and lower bids on
and by how much
• Analyze keyword competition
• Simulate changes
– Validate the changes
– Total Time Taken: Numerous Hours / Week

46. Check Bids & Budgets
(Minute 0-1)
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47. Check Bids & Budgets
(Minute 0-1)
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48. Negative Keyword Research
(Keyword Research - Minutes 5-9)
• Before:
– Brainstorm words that your keywords might
accidentally trigger.
– Analyze account history looking at every click and
search query to figure out if it was relevant or not.
– Set the Negative Keywords
– Total Time Taken: (Forever)
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49. Negative Keyword Research
(Keyword Research - Minutes 5-9)
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50. Keyword Expansion
(Keyword Research - Minutes 5-9)
• Use Keyword Suggestion Tools to figure out new
keyword opportunities that you may be missing out
on
• Review your Search Query Data to uncover
promising keywords that you’re broad matching to.
• Determine if the new keyword idea is worth adding
or not
• Determine where to place the new keyword
• Make sure the addition of the keyword won’t break
anything
• Total Time Taken: Numerous Hours / Week - Forever
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51. Keyword Expansion
(Keyword Research - Minutes 5-9)
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52. Review Costly Keywords
(Minutes 2-4)
• Before:
– Review the most costly, underperforming keywords in
your account
– Determine statistical significance
– Determine if they can be fixed or if you should pause
them (to try out different keywords)
– Total Time Taken: 1 Hour / week
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53. Review Costly Keywords (Minutes 2-4)
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54. 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 don’t have any time to dedicate to doing
PPC?
• What if I can’t do negative keyword research (or
any of these tasks, for that matter) in 2 minutes?
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55. Summary: How to Make the Most of PPC Advisor
• 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.
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56. See the PPC Work Week in Action
• See how to put the 20-Minute PPC Work Week into
practice with your own campaigns.
• Request a personalized demo of PPC Advisor.
marketing.wordstream.com/wsdemo
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57. Your Questions
Thank you for attending WordStream’s webinar on: The 20 Minute
PPC Work Week. #20minppc
Benchmark your account today!
www.wordstream.com/sempograder
Request a demo of PPC Advisor
marketing.wordstream.com/wsdemo
Larry Kim
lkim@wordstream.com
www.wordstream.com
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58. Thank You!
www.wordstream.com
Larry Kim
lkim@wordstream.com
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