1@ChappyMargot @erinsagin@ChappyMargot @ErinSagin
Does AdWords Work?
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www.wordstream.com/learn
Want to get smart in paid search?
@ChappyMargot @ErinSagin
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Join the conversation on Twitter
#PPCLife@WordStream
@ChappyMargot@ErinSagin
@ChappyMargot @ErinSagin
4@ChappyMargot @erinsagin
Meet Margot & Erin
• PPC Evangelist & Community Manager
• 4th Year at WordStream• @erinsagin
• PPC Expert & Content Marketer
• Former Windsurfing Instructor
• @ChappyMargot
@ChappyMargot @ErinSagin
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QUICK POLL: What do you dislike about AdWords?
a) It’s so time-consuming
b) It’s way too expensive
c) Not getting results
d) Not sure if our business needs it
e) Other
@ChappyMargot @ErinSagin
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So, does AdWords REALLY work?
@ChappyMargot @ErinSagin
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Destroying the Top 5 PPC Misconceptions
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Haters’ Misconception #1: My SEO Is So Good That I Don’t Need PPC
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Reality: SEO Isn’t Reliable
@ChappyMargot @ErinSagin
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64.6%
35.4%@ChappyMargot @ErinSagin
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Imagine that your bathtub is overflowing
@ChappyMargot @ErinSagin
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Who would you call?
@ChappyMargot @ErinSagin
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Mobile is killing SEO
@ChappyMargot @ErinSagin
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Where’d those listings go?
@ChappyMargot @ErinSagin
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Even brand searches yield more clicks with PPC
@ChappyMargot @ErinSagin
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SEO is turbulent
@ChappyMargot @ErinSagin
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Haters’ Misconception #2: AdWords Is TOO Expensive
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Reality: AdWords is only expensive if you’re not getting ROI…
@ChappyMargot @ErinSagin
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Learn how to use it
• Account Structure• Keyword Research• Negative keywords• Bidding Strategies• Search vs. Display
@ChappyMargot @ErinSagin
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AdWords Auction Formula: Ad Rank
@ChappyMargot @ErinSagin
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AdWords Auction Formula: Actual CPC
@ChappyMargot @ErinSagin
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Google wants ads to be relevant
OK
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POOR
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BAD POOR GREAT!
DISGUSTING
HORRIBLE
TERRIBLE
BADGOOD
GREATPERFECT
EXCELLENT
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@ChappyMargot @ErinSagin
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Google is customer-centric
@ChappyMargot @ErinSagin
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Remember, you’re in control
@ChappyMargot @ErinSagin
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Haters’ Misconception #3: AdWords Traffic Never Converts
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Reality: You’re Doing Something (or several things) Wrong
@ChappyMargot @ErinSagin
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Did you fall into the eBay trap?
@ChappyMargot @ErinSagin
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Review your structure
@ChappyMargot @ErinSagin
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Revamp your landing pages
@ChappyMargot @ErinSagin
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Explore remarketing
@ChappyMargot @ErinSagin
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Track ALL of your conversions
@ChappyMargot @ErinSagin
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Haters’ Misconception #4: Managing an AdWords Account is a Full Time Job
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Reality: It can be, but it doesn’t have to be…
@ChappyMargot @ErinSagin
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Save time by…• Deleting keyword clutter• Deleting useless ads• Implementing ad customizers• Using scripts for efficient reporting
@ChappyMargot @ErinSagin
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AdWords management should be continuous and on-going
@ChappyMargot @ErinSagin
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Utilize tools and automationYou can spare 20 minutes!
@ChappyMargot @ErinSagin
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Haters’ Misconception #5: AdWords Is Hard
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Reality: It’s easy to learn!
@ChappyMargot @ErinSagin
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There’s no shortage of learning materials
@ChappyMargot @ErinSagin
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Special Offers! Would You Like…
a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b)1-1 AdWords Assessment with Certified Consultant
c) I don’t need help with my PPC
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Q & A
@ChappyMargot @ErinSagin
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THANK YOU!Benchmark your AdWords account
today!Questions? 855.967.3787
www.wordstream.com/google-adwords