For more information, visit: http://www.wordstream.com WordStream's CTO and founder Larry Kim partners with Strategic Partnerships and Business Development manager at Google, Howard Tung, in this exciting webinar that'll show you the 3 paths for small business PPC success. You can expect to learn: - Key trends in Online Marketing for 2012 from Google. - The 3 paths for PPC success. - Identifying the potential and and how to take stock of your resources.

1. Google and WordStream:
3 Paths F Small Business
or
PPC Profitability
Larry Kim, WordStream
Howard Tung, Google
July 19, 2012
CONFIDENTIAL – DO NOT DISTRIBUTE 1

2. Today’s Agenda
• Introductions
• Key Trends in Online Marketing for 2012 from
• Trivia & Poll
• 3 Paths for PPC Success
• Questions & Answers
2

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #3pathsppc in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions
• Howard Tung
– 8+ years in Online industry with Google, Microsoft,
and IGN Entertainment
– Recently joined Google in early 2010 to focus on
Strategic Partnerships for Small-Medium
Business/ Local Channel.
• 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
– WordStream helps people get their website found
on the internet!
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5. Let’s learn a little about you….
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6. 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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7. 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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8. Digital Overview
Acceleration of Everything
Google Confidential and Proprietary 8

9. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 9

10. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 10

11. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 11

12. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 12

13. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 13

14. The Four B’s
Addressing the Local Opportunity
Google Confidential and Proprietary 14

15. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 15

16. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 16

17. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 17

18. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 18

19. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 19

20. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 20

21. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 21

22. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 22

23. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 23

24. Digital Revolution in Context
Information Distribution & Commerce Communication
“Read” “Buy” “Talk”
Censored By Request
1994 1998 2000 2003 2006 2010
Internet Users: 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 24

25. Sounds great but
how do I actually
DO this??
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26. Do you understand these terms?
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27. 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 and advertisers appear to be equally
guilty...
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28. 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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29. 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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30. The Average PPC Account for Small
& Medium-Sized Businesses.
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31. What we know about PPC Failure
Advertisers get Complexity and
frustrated, lack of time
conclude PPC results in poor
doesn’t work understanding
for them. of search.
Poor
Understanding
Yields Poor
Results
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32. Getting your PPC Marketing on the
Right Track
1. Identify the potential
2. Choose your yard stick
3. Take stock of your resources
4. Choose one of 3 paths to PPC Success!

33. Step 1: Identify the potential
– Is your business a good fit for PPC?
– Guestimate the potential
– Figure out an initial budget
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34. Grade Yourself! http://www.wordstream.com/google-adwords
• 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)
www.wordstream.com/google-adwords
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35. Step 2: Choose Your Yardstick
Better
Accountablity
How will you measure success? but Harder to
– Sales: Return on Ad Spend (e.g. Online implement.
Retail)
– Leads: Cost per lead
• Comparing it to the average value of a
lead
• Comparing to what you pay for other
marketing venues
– Traffic: Driving traffic to your site (or calls Less
Accountability
to your business) but Easier to
implement.
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36. Step 3: Define your Resources
What can you devote to your PPC Program?
– Time
• How much time can you devote?
– Budget
• How much budget do you have?
– Staff
• Hire vs. outsource?
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37. Step 4: Choose a Path
There are really 3 PPC Implementation Paths
1. Do it yourself
2. Leverage software
3. Outsource to an Agency
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38. Path 1: Do it Yourself
Pros Cons
No additional fees for Time intensive - You have
software or services build, manage and optimize
Full control your campaigns
Easy to make costly mistakes
Requires deep
understanding of PPC
techniques
Best for PPC professionals with expert
knowledge and years of experience
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39. Path 2: Leverage PPC Tools
Pros Cons
Improve results Cost for software
Save time You still have build, manage
and optimize your
campaigns
Best for those who have PPC experience and
time or resources to managed program
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40. 40

41. Path 3: Outsource
Pros Cons
Experts To Handle Not for control-freaks
Everything Not “Free”
Better Results Finding a partner you can
Peace of Mind trust
Quick set up
Best for those who are new too PPC, time
constrained or not getting results they want
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42. Example: PPC Express (From WordStream)
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43. Path to Success
 Identify the potential
 Take stock of your resources
 Choose one of 3 paths to PPC success
• Do it Yourself (Go it alone)
• Use Software (WordStream PPC Advisor + Premier Consulting)
• Outsource (WordStream Services)
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44. Want Some Help?
If you have a PPC budget of at least $1,500 take
advantage of this free offer:
o A free Path Analysis with one of our Search
Marketing Experts
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45. Special Offers
If you have a PPC budget of at least $1,500 take
advantage of these free offers:
1. Sign up for WordStream PPC Advisor and get 2
months of free Premier Consulting.
2. Sign up for PPC Express service and get up to
$600 of free advertising.
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46. Your Questions
Start down your ideal path today:
Baseline your current AdWords account using WordStream’s Free Performance Grader:
http://www.wordstream.com/google-adwords
Thank you for attending our webinar!
Contact us directly:
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