The document summarizes a webinar about achieving PPC success with only 20 minutes of work per week. It outlines 7 guidelines for PPC success, including regularly checking bids and budgets, conducting negative keyword research, and reviewing costly keywords. The webinar introduces the "20-Minute PPC Work Week" approach using WordStream's PPC tools to enable impactful yet time-efficient PPC workflows. Attendees are offered a personalized demo to see how the 20-minute approach could work for their accounts.

1. Webinar:
The 20 Minute PPC Work
Week
Larry Kim, WordStream
Sept 19, 2012
CONFIDENTIAL – DO NOT DISTRIBUTE 1

2. Today’s Agenda
• 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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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #20minppc in your Google+ status
updates,Twitter tweets,, etc.
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4. 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
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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. 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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9. 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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10. 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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11. 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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12. What will you learn? http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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13. The Average AdWords Account for
Small & Medium Businesses.
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14. 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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15. 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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16. 1. PPC is Hard…
But the right tools,
techniques and education can
make it a LOT EASIER.
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17. 2. You get what you put in…
A little work every week on your
AdWords campaigns can deliver
big dividends.
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18. 3. Succeeding in PPC is all about
relevance
Figure out what people want
and give it to them.
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19. 4. Keep your PPC house clean
Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
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20. 5. You gotta have goals
Knowing what you want
defines and simplifies your
workflow.
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21. 6. Avoid analysis paralysis.
Test and iterate, but don’t let
the perfect be the enemy of
the good.
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22. 7. Reward yourself – take a day off!
Spend time with your family,
support the arts, wear
sunscreen, etc.
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23. Introducing the 20 Minute PPC Work Week!
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24. Path To Success – The 20 Minute PPC Work Week
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26. 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

27. Neg 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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28. 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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29. 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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30. 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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31. 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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32. Poll Question 1
• Question 1: Would you like a personalized demo to
see how the 20 Minute PPC work week can work for
you?
– Yes.
– No thank you. I’d prefer to work +40 hours / week on
PPC :)
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33. Your Questions
Thank you for attending WordStream’s webinar on: The 20 Minute
PPC Work Week. #20minppc
Benchmark your account today!
http://www.wordstream.com/google-adwords
Don’t forget to sign up for our Free Trial:
http://www.wordstream.com/ppc-free-trial
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
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