digital marketing for 2014
TRANSCRIPT
&HOSTED BY:
A PPC Marketer's New Years Resolution for
@SamOwenPPC, @larrykim
• Larry Kim – Founder, CTO, WordStream, Inc.– 6 Years ago, started WordStream!– Provider of the an industry leading PPC
Management Platform featuring the 20 Minute PPC Work Week
• Sam Owen– Account Manager at Hanapin Marketing and
Blogger at PPC Hero– Manages Hanapin’s CRO clients– Avid blogger on PPCHero.com– PPCHero.com is the leading site for PPC
Strategies, News and Information
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Speaker Introductions
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Today’s Agenda
@SamOwenPPC, @larrykim
You know how I always dread the whole year? Well, this time I'm
only going to dread one day at a time.
• Our Top 10 PPC New Year’s Resolutions!
• Include the hashtag #thinkppc in your Twitter tweets• Or use the webinar question box to send us questions.
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Join the Conversation
@SamOwenPPC, @larrykim
How long have you been involved with Search Marketing?
#thinkppc
a) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years
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Live Poll Question 1
@SamOwenPPC, @larrykim
Question: How Do You Manage Your Account?
#thinkppc
A. I manage it myselfB. I’m part of a team that manages itC. I outsource my account managementD. I’m rethinking how my account is managed
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Live Poll Question 2
@SamOwenPPC, @larrykim
Force Multipliers
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10. Get Organized
@SamOwenPPC, @larrykim
Army A Army B B’s Advantage
2 Units 3 Units 3²-2² = 5
2 Units 4 Units 4²-2² = 12
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10. Get Organized (Continued)
@SamOwenPPC, @larrykim
Campaign Organization in PPC is #1 Force Multiplier (Lots of Leverage!)
• Direct Impact on KPI’s!– Impacts CTR, Quality Score, Avg. Position,
Actual CPC, etc.
• Huge Indirect Impact– Reporting & Budgeting – Figuring out what to do where– Ability to tackle future campaign expansions
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• Tons of AdWords Features To Explore!• AdWords Scripts• New Ad Extensions• Remarketing For Search• Dynamic Remarketing
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9. Try Something New
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9. Try Something New (Continued)
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8. Quit Smoking
@SamOwenPPC, @larrykim
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8. Quit Smoking (Continued)
@SamOwenPPC, @larrykim
Use a Free Negative Keyword Tool
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• Is Your Ad Copy Stale• Try a feature-benefit matrix
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7. Get Creative!
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7. Get Creative! (Continued)
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• Join the AdWords Community• https://www.en.adwords-community.com/
• Write blog posts to teach the things you’ve learned!• Cross-audit accounts with friends• Post on reddit.com/r/ppc
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6. Help Others
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5. Save Money
@SamOwenPPC, @larrykim
Use My Free PPC Tools!
• Keyword Niche Finder• Free Keyword Tool• AdWords Grader
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5. Save Money (Continued)
@SamOwenPPC, @larrykim
Other Free PPC Tools
• SpyFu / SEMRush*• Ad Automator• AdWords Scripts, etc.
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• Get help managing your PPC!• Tools• Agency• Freelance• In house
• Plan Your Time!• Use Alerts & Notifications
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4. Reduce Stress Levels
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3. Better Manage Your Time
@SamOwenPPC, @larrykim
What To Focus On in AdWords?
• Top 4 campaigns (19%) = 78.8% of Spend
• Top 1 campaign (4.7%) = 31% of Spend
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
What To Focus On in AdWords?
• 68.4% of conversions from 19% of campaigns
• 21.5% of conversions from 4.7% of campaigns
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
What Keywords to Focus On?
• 86% of spend came from 20% of keywords
• 92.2% of conversions came from 20% of keywords
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
What Ads to Test?
• 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
What Landing Pages to Optimize?
• 20% of Ad Groups are 85.6% of the clicks
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
Develop a Better SEM Workflow
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3. Better Manage Your Time (Continued)
@SamOwenPPC, @larrykim
• 80/20 Applies to AdWords Campaign Management– Millions of possible things to do– Some generate huge impact, others are negligible
• How You Spend Your Time Matters– Keyword Expansion– Keyword Deletion– Ad Text Optimization– Landing Page Optimization– Etc.
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Make time for reading blogs every week• adwords.blogspot.com• community.bingads.microsoft.com/ads/en/bingads/b/blog/default.aspx• searchengineland.com• searchenginewatch.com• searchenginejournal.com• wordstream.com/blog• ppchero.com• certifiedknowledge.org/blog/• 3qdigital.com/blog• Kissmetrics.com/blog• Boostctr.com/blog
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2. Get A Better Education
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• Attend Webinars• Follow #PPCChat on Twitter!
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2. Get A Better Education (Continued)
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1. Take A Trip!
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Q: Would you like…
• FREE live demo of WordStream’s PPC Advisor• 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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Special Offer
@SamOwenPPC, @larrykim
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Thank you for attending WordStream & Hanapin Marketing’s PPC webinar. #Thinkppc
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 Marketinghttp://www.hanapinmarketing.com/solutions-blueprint-sign-up
Or contact us directly:Larry [email protected]
http://twitter.com/larrykimSam Owen
[email protected]://twitter.com/samowenppc
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Your Questions
@SamOwenPPC, @larrykim