Google and WordStream Webinar: 3 Paths For Small Business PPC Profitability

Howard Tung, GoogleLarry Kim, WordStreamJanuary 11, 2012

• Introductions• Key Trends in Online Marketing for 2012 from • Trivia & Poll• 3 Paths for PPC Success • Questions & Answers

Today’s Agenda

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Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #3pathsppc in your Google+ status updates,Twitter tweets,, etc.

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Speaker Introductions

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• 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!

Let’s learn a little about you….

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Quick Poll

How long have you been involved with Search Marketing?

o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years

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Quick Poll

How would you describe your Search Marketing results?

o I’m new to Search Marketingo Who knows – I don’t measure my resultso Disappointing – I expected so much more from PPCo Satisfactory – I’m seeing return on my investment into

PPCo Stellar – PPC is my most successful lead/traffic

generating channel

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Do you understand these terms?

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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?

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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...

PPC Trivia! (Continued)

2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days?

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Answer: • Less than 50%• And 20% of them have yet use a negative

keyword… ever…

PPC Trivia! (Continued)

3. What percentage of AdWords accounts use Conversion Tracking?

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Answer: • Less than 50% of advertisers have

Conversion Tracking on. That means they don’t know what’s working.

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The Average PPC Account for Small & Medium-Sized Businesses.

Complexity and lack of time

results in poor understanding

of search.

PoorUnderstanding

Yields PoorResults

Advertisers get frustrated,

conclude PPC doesn’t work

for them.

What we know about PPC Failure

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THEPPC DEATH

SPIRAL

1. Identify the potential

2. Choose your yard stick

3. Take stock of your resources

4. Choose one of 3 paths to PPC Success!

Getting your PPC Marketing on the Right Track

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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Step 2: Choose Your Yardstick

How will you measure success?– Sales: Return on Ad Spend (e.g. Online

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 to your business)

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Better Accountablity

but Harder to implement.

Less Accountability but Easier to implement.

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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Step 4: Choose a Path

1. Do it yourself

2. Leverage software

3. Outsource to an Agency

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There are really 3 PPC Implementation Paths

Path 1: Do it Yourself

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Pros ConsNo additional fees for

software or servicesYou have build, manage and

optimize your campaignsTime intensiveEasy to make costly mistakesRequires deep

understanding of PPC techniques

Best for PPC professionals with expert knowledge and years of experience

Path 2: Leverage PPC Tools

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Pros ConsImprove resultsSave time

Cost for softwareYou 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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Path 3: Outsource

Pros ConsExperts To Handle

EverythingBetter ResultsPeace of MindQuick set up

Not for control-freaksNot “Free”Finding a partner you can

trust

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Best for those who are new too PPC, time constrained or not getting results they want

Example: Traffic Express (From WordStream)

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Path to Success

Identify the potential Take stock of your resources Choose one of 3 paths to PPC success

• Do it Yourself• Use Software• Outsource

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Want Some Help?

Are you interested in…

o A Free Traffic Analysis with one of our Search Marketing Experts

o A free AdWords account performance review with one of our AdWords experts

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Your Questions

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Thank you for attending our webinar!

Get a FREE Traffic Analysis and identify the potential of PPC for your business!

http://www.wordstream.com/traffic-analysis

Evaluate your current AdWords account using WordStream’s Free Performance Grader:

http://www.wordstream.com/google-adwords

Or contact us directly:

lkim@wordstream.com http://twitter.com/larrykim