Google search almost any keyword and you’ll quickly see that nearly all the above-the-fold results are ads (85% to be exact). But nobody clicks these ads… right? Wrong! Sponsored ads actually get 65% of all clicks on the search results page. Join the #1 paid search advertising expert and WordStream Founder Larry Kim for the greatest intro to PPC ever, exclusively for Infusionsoft users. Larry will dive into why and how to promote your business through pay-per-click marketing. We'll answer burning questions, like: - What is pay-per-click (PPC, or paid search) marketing? - How do I know if it’s right for my business? - How do I get started or optimize my current campaigns? - How do I get the most for my money without wasting hours each week? - And much more! ________________________________________________________________ For more information about WordStream's services, visit www.wordstream.com.

1. The Greatest Intro to Pay-Per-
Click Marketing Ever!
Brought to you by:
www.wordstream.com/learn
@larrykim #PPC101

2. Larry Kim @larrykim
Founded WordStream in 2007
Doing PPC for 13 years!
Vote #1 PPC Expert on PPC Hero Blog
Had a kid 8 months ago (#ppckid)
@larrykim #PPC101

3. Pay-per-click (PPC) experts.
We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).
We make online advertising easy.
You can manage AdWords & Bing campaigns in 20 minutes a week.
Premier Google AdWords SMB Partner.
Newly recognized for highest quality service and results.
www.wordstream.com/learn
@larrykim #PPC101

4. Agenda: How to Grow Your Business with PPC
1. Who Should Use AdWords and Why?
2. Setting Up Your First PPC Campaign
3. PPC for Mobile Devices
4. Understanding Remarketing
Larry Kim
(@larrykim)
@larrykim #PPC101

5. Why Advertise
on Google?
@larrykim #PPC101
1

6. #1 Billions of Searches Every Day
When people need something or want to learn about something
they search for it!
Larry Kim
(@larrykim)
@larrykim #PPC101

7. Larry Kim
(@larrykim)
@larrykim #PPC101
#1 Billions of High Commercial Intent Queries!

8. #3 Ads Dominate “High Commercial Intent” Searches
Larry Kim
(@larrykim)
@larrykim #PPC101

9. #4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”
Larry Kim
(@larrykim)
@larrykim #PPC101

10. #5 Organic Search (SEO) is Getting Harder.
Larry Kim
(@larrykim)
@larrykim #PPC101

11. #6 PPC is Easier to Measure
Larry Kim
(@larrykim)
@larrykim #PPC101

12. Who Should Do PPC?
1. Everyone should do at a minimum a small amount of
PPC corresponding to your most important keywords
within your key geographies.
2. Businesses that do best are:
• The types of businesses that used to be listed in the yellow pages.
• Businesses with hard to find specialty items or services
• High margins or possibility of repeat business
3. Easy to turn on/off so give it a try!
Larry Kim
(@larrykim)
@larrykim #PPC101

13. Setting Up Your
First AdWords
PPC Campaign
@larrykim #PPC101
2

14. Understanding the AdWords
Auction
CONFIDENTIAL – DO NOT
DISTRIBUTE 14@larrykim #PPC101

15. CONFIDENTIAL – DO NOT
DISTRIBUTE 15@larrykim #PPC101

16. @larrykim #PPC101

17. Keyword Research Using Google Keyword Planner
Larry Kim
(@larrykim)
@larrykim #PPC101

18. Negative Keywords
Exclude Your Ad From Showing Up if the User’s Search
Query Contains Specific Words.
• Examples:
• Brands you don’t support
• Locations you don’t service
• “Free”, “Video”, “DIY”, “Training”, etc.
Larry Kim
(@larrykim)
@larrykim #PPC101

19. Keyword Grouping
BAD OK Better
Keywords
Fix Fridge, Stove
Repair, fisher and
paykel fridge repairs,
service washing
machine …
Fix GE Fridge, Broken
Fisher and Paykel
Fridge, frigidaire
Fridge parts, Sub-Zero
warranty expired…
GE refrigerator parts,
GE fridge repair, how
to fix ge refrigerator ice
machine ...
Larry Kim
(@larrykim)
@larrykim #PPC101

20. Pro Tip: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of Clicks
• Instead buy as FEW, high quality clicks as possible! Only
keywords that correspond to exactly what you do.
@larrykim #PPC101

21. @larrykim #PPC101

22. @larrykim #PPC101

23. CONFIDENTIAL – DO NOT
DISTRIBUTE 23@larrykim #PPC101

24. @larrykim #PPC101

25. @larrykim #PPC101

26. @larrykim #PPC101

27. Setting Up First Campaign: Key Takeaways
1. Pick Specific, High Commercial Intent Keywords
2. Group Together Keywords With Similar Themes
3. Use Negative Keywords
4. Write Targeted Ad Copy to Provide the Best Answer
for the searcher’s Question
5. Great ads get clicked on often and are rewarded by
Google with higher ad spots at lower price.
6. Poor Quality ads get punished!
7. So… Key To Success = Great Ads!
Larry Kim
(@larrykim)
@larrykim #PPC101

28. How To Write Better Quality Ads:
Call-Out Ad
Extensions
Larry Kim
(@larrykim)
@larrykim #PPC101

29. How To Write Better Quality Ads:
Location Ad
Extensions
Larry Kim
(@larrykim)
@larrykim #PPC101

30. How To Write Better Quality Ads:
Site Link
Extensions
Larry Kim
(@larrykim)
@larrykim #PPC101

31. Mobile
Search Ads
@larrykim #PPC101
3

32. More Searches on Mobile Than Desktop!
Larry Kim
(@larrykim)
@larrykim #PPC101

33. Mobile Search is VERY Different!
OMG! A
call button!
Larry Kim
(@larrykim)
@larrykim #PPC101

34. CONFIDENTIAL – DO NOT
DISTRIBUTE 34@larrykim #PPC101
Mobile Changes the Flow in a Big Way!

35. CONFIDENTIAL – DO NOT
DISTRIBUTE 35@larrykim #PPC101
Contact Rate +& Qualification Dies Quickly
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.

36. The Hack: Force People To Call You!
CONFIDENTIAL – DO NOT
DISTRIBUTE 36@larrykim #PPC101

37. Leverage Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and
device —all within a single campaign!
Larry Kim
(@larrykim)
@larrykim #PPC101

38. Bid Using Location, Time and Device
Campaigns have bid adjustment factors for
Location, Time and Devices
Larry Kim
(@larrykim)
@larrykim #PPC101

39. Location Based Bid Management
Larry Kim
(@larrykim)
• Bid higher for areas
where you do more
business.
• Bid less for places
where you do less
business.
@larrykim #PPC101

40. Time Based Bid Management
Larry Kim
(@larrykim)
@larrykim #PPC101

41. Device Based Bid Management
Larry Kim
(@larrykim)
@larrykim #PPC101

42. Reflect Urgency in Mobile Ads
Larry Kim
(@larrykim)
@larrykim #PPC101

43. Mobile Search Key Takeaways:
1. More searches on mobile devices than desktops
2. Use Click to Call Extensions to Dramatically increase
Value of PPC Marketing
3. Bid based on location, device, and time
4. Write ads based on Location, Device & Time
Larry Kim
(@larrykim)
@larrykim #PPC101

44. 4Understanding
Remarketing
@larrykim #PPC101

45. Why Remarketing?
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X
-
of people abandon their
shopping cart without
completing a purchase
70%
Larry Kim
(@larrykim)
@larrykim #PPC101

46. How Remarketing Works
Users who have
visited your web site
Bring them back to
your website
Larry Kim
(@larrykim)
@larrykim #PPC101

47. Example of Remarketing
CONFIDENTIAL – DO NOT
DISTRIBUTE 47@larrykim #PPC101

48. Google Display Network Reach in the US
92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher
network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick ad
exchange
• Hundreds of premium
publishers, with hundreds
of millions of ad
placements available
every day
Google O&O
properties
YouTube
•1B+ video views/day
•2nd largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network
Larry Kim
(@larrykim)
@larrykim #PPC101

49. Typical Reach of Remarketing…
CONFIDENTIAL – DO NOT
DISTRIBUTE 49
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
@larrykim #PPC101

50. Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim
(@larrykim)
Define a Customized List of
Users to Target Your Ads
Tip: Use Existing Blog
Categories!
@larrykim #PPC101

51. Quality Score Exists on Display Ads
CONFIDENTIAL – DO NOT
DISTRIBUTE 51
Higher
CTR =
Lower
CPC
0.1% increase/decrease in CTR yields ~20%
increase/decrease in CPC!
@larrykim #PPC101

52. Larry Kim
(@larrykim)
@larrykim #PPC101
Ad Quality on Google Display Network is Terrible

53. Ad Format on
Google Display
Network
Click Through
Rate
Text ads 0.23%
Image ads 0.31%
Larry Kim
(@larrykim)
@larrykim #PPC101
Image Ads Do MUCH Better vs. Fake Image Ads

54. Larry Kim
(@larrykim)
Google Display
Network Ad Format
CPC (USD)
Text $2.31
Custom Image $0.48
@larrykim #PPC101
Huge Cost Per Click on Low Quality Ads

55. WordStream’s Remarketing Ads
Ads that both reinforce WordStream brand
while driving to a sale!
Larry Kim
(@larrykim)
@larrykim #PPC101

56. Weird Thing About Remarketing…
Conversion
Rates Increase
With More Ad
Impressions
Larry Kim
(@larrykim)
@larrykim #PPC101

57. Remarketing on Facebook, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #PPC101

58. Larry Kim
(@larrykim)
@larrykim #PPC101
Filter Remarketing Audiences By Purchases

59. Larry Kim
(@larrykim)
@larrykim #PPC101
Filter Remarketing Audience By Income

60. Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #PPC101

61. Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People Based
Marketing
• N/A
• N/A
• N/A
• N/A
Larry Kim
(@larrykim)
@larrykim #PPC101
Custom List Ads Are More Like Email Marketing

62. Search Ads + Mobile + Remarketing = POWER
Larry Kim
(@larrykim)
@larrykim #PPC101

63. www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@larrykim #PPC101

64. Thank you!
@larrykim
@wordstream
lkim@wordstream.com
@larrykim #PPC101