1. 10 Ways to Outsmart Your PPC
Competition in 2013
Presenters:
Larry Kim | Founder, CTO of Wordstream
Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin
Marketing
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2. 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
• Amanda West-Bookwalter
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Focuses primarily on eCommerce
– PPCHero.com is the leading site for PPC
Strategies, News and Information
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3. Today’s Agenda
• Competition in PPC is more fierce than ever! You need to
be faster and smarter than your competitors to keep up.
• 10 tips to help you outsmart your competition in 2013.
• Questions & Answers.
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4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag#ppccompetitionin your Twitter
tweets, Google+ status updates, etc.
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5. Live-Poll Question 1
Question: Which of the following tools do you find most helpful in
getting an edge on your competitors? #ppccompetition
a) Google Analytics
b) SpyFu
c) WordStream’sAdWords Grader
d) New Google Betas
e) AdWords Scripts
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6. Live-Poll Question 2
How long have you been involved with Search Marketing?
#ppccompetition
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
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7. 1. Be More Organized Than Your Competition
A. Tighten your ad tests and AdWords Campaign Experiments
B. Give yourself time
C. Example: Ad Test Matrix
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9. 2. Use Bid Management and Reporting Tools.
A. Automate and free up your time from maintenance
B. Paid options
C. Free Options
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10. Try It Now: AdWords Automated Bidding Rules
Go to your account’s Keywords tab and select the “Automate”
button. You have a variety of rules to choose from, so select
carefully based on your KPIs!
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11. 3. Learn How to Use AdWordsScripts and Excel Macros.
A. Make your Mountains of data easier to digest
B. Generate graphs for ad copy analysis, examine keywords, and
Quality Score monitoring.
C. Generate unique insights from the most basic of AdWords
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12. 4. Utilize third party retargeting sites
A. Get bigger audiences to reach your most qualified audiences.
B. Get access to Facebook Ad Exchange.
C. Use dynamic ads
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13. 5. Make sure you’re on the cutting edge for new betas
A. Google Analytics whitelisting
B. Search Remarketing
C. Get with an agency that has a great relationship with their
Google rep
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14. 6. Analyze your data to find your account’s sweet spot in terms
of average ad positions.
A. Stop wasting money trying to get to the top.
B. Download a keyword report by campaign, segment for
week, create a pivot table.
C. Check out this URL for a step-by-step guide:
http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-
position-with-pivot-tables/
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35. 3 Tips for a USP / Offer that Stands Out From the Competition
Ask your customers!
• What is your #1 question about ____?
• What caused you to look for ____ today?
• What would you like us to help you with today?
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38. 11. Find Out How Your Account Compares with the Competition
- Grade Your PPC Account!
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on 8 Key PPC metrics
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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41. Grade Your Click Through Rates
www.wordstream.com/google-adwords
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42. Summary
• Work smarter in 2013 to get an edge on your competition.
• Look for new tools and opportunities to provide insights that
your competitors might have missed!
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43. Final Poll Question
Q: If you’re looking for help with your accounts, would you like…
#ppccompetition
a) WordStream Offer: A free 1-on-1 AdWords account assessment
with a certified AdWords Professional
b) A free one-on-one solutions blueprint/account assessment
with Hanapin Marketing (for accounts with over $20,000/
month in spend)
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44. 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
Amanda West-Bookwalter
amanda.west-bookwalter@hanapinmarketing.com
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