Date post: | 22-Jan-2015 |
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Presenters:
Larry Kim | Founder, CTO of Wordstream
Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin Marketing
10 Ways to Outsmart Your PPC Competition in 2013
&HOSTED BY:
Speaker Introductions
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• 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
• Amanda West-Bookwalter– Account Manager at Hanapin Marketing and
Blogger at PPC Hero– Focuses primarily on eCommerce– PPCHero.com is the leading site for PPC
Strategies, News and Information
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• Competition in PPC is more fierce than ever! You need to be faster and smarter than your competitors to keep up.
• 10 tips to help you outsmart your competition in 2013.• Questions & Answers.
Today’s Agenda
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Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppccompetition in your Twitter tweets, Google+ status updates, etc.
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Live-Poll Question 1
Question: Which of the following tools do you find most helpful in getting an edge on your competitors? #ppccompetition
a) Google Analyticsb) SpyFuc) WordStream’s AdWords Graderd) New Google Betase) AdWords Scripts
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Live-Poll Question 2
How long have you been involved with Search Marketing? #ppccompetition
a) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years
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1. Be More Organized Than Your Competition
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A. Tighten your ad tests and AdWords Campaign ExperimentsB. Give yourself timeC. Example: Ad Test Matrix
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Example: Ad Testing Matrix
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2. Use Bid Management and Reporting Tools.
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A. Automate and free up your time from maintenanceB. Paid optionsC. Free Options
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Try It Now: AdWords Automated Bidding Rules
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Go to your account’s Keywords tab and select the “Automate” button. You have a variety of rules to choose from, so select carefully based on your KPIs!
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3. Learn How to Use AdWords Scripts and Excel Macros.
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A. Make your Mountains of data easier to digestB. Generate graphs for ad copy analysis, examine keywords, and
Quality Score monitoring. C. Generate unique insights from the most basic of AdWords
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4. Utilize third party retargeting sites
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A. Get bigger audiences to reach your most qualified audiences.B. Get access to Facebook Ad Exchange. C. Use dynamic ads
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5. Make sure you’re on the cutting edge for new betas
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A. Google Analytics whitelistingB. Search RemarketingC. Get with an agency that has a great relationship with their
Google rep
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6. Analyze your data to find your account’s sweet spot in terms of average ad positions.
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A. Stop wasting money trying to get to the top. B. Download a keyword report by campaign, segment for week,
create a pivot table.C. Check out this URL for a step-by-step guide:
http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-position-with-pivot-tables/
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7. Get Your Quality Score Discount!!
Typical Quality Score Discounts
• Source: “The Economics of Quality Score” by Mr. Craig Danuloff
Advertiser A – 14% Click Through Rate
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Advertiser A – Avg. Quality Score of 8.8
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Advertiser A
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Advertiser B – 1.3% Click Through Rate
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Advertiser B – Avg. Quality Score 3.8
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Advertiser B
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9. Ad Extensions!
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9. Creative Ads (Source: Perry Marshall)
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What Ad Testing Is Not
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Forrest vs. Leaves
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“Forrest”
• “Creative Stuff”– Your Offer– Your USP– Your Guarantee
“Leaves”
• Grammar– Punctuation– Capitalization– Spelling
Focus on this
Example
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• Source: Perry Marshall
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Example 1
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Example 2
3 Tips for a USP / Offer that Stands Out From the Competition
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Ask your customers!• What is your #1 question about ____?• What caused you to look for ____ today?• What would you like us to help you with today?
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10. Maintain an Active PPC Lifestyle
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11. Find Out How Your Account Compares with the Competition - Grade Your PPC Account!
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• Baseline your performance• A free, instant PPC audit in
under a minute!• Grades your AdWords
account performance based on 8 Key PPC metrics
• Compares how you’re doing against other accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
Grade Your Quality Score
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Grade Your Quality Scores
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Grade Your Click Through Rates
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Summary
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• Work smarter in 2013 to get an edge on your competition.
• Look for new tools and opportunities to provide insights that your competitors might have missed!
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Final Poll Question
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Q: If you’re looking for help with your accounts, would you like…#ppccompetition
a) WordStream Offer: A free 1-on-1 AdWords account assessment with a certified AdWords Professional
b) 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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Your Questions
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Thank you for attending WordStream & Hanapin Marketing’s PPC Optimization Clinic webinar. #ppcclinic
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trialSign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
Or contact us directly:Larry [email protected]
http://twitter.com/larrykim
Amanda West-Bookwalter [email protected]
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