WordStream Advisor FAQ: Frequently Asked Questions
Learn more about WordStream Advisor, our PPC management platform for small and medium-sized businesses and agencies who want better results from PPC.
How is WordStream Advisor different from AdWords or AdWords Editor?
WordStream Advisor is specifically designed to make AdWords easier to manage for businesses with limited time. The 20-Minute Work Week feature provides customized alerts that tell you how to optimize your account for lower costs and better results, so you can make the most of PPC in minimal time. Repetitive tasks like keyword research, bid optimization, landing page optimization, and reporting take much longer to do in AdWords or aren’t available inside the AdWords platform at all. AdWords Editor is free, but it’s really designed for PPC experts doing bulk editing operations – not for small businesses. These tools don’t provide the same guidance or support as WordStream Advisor. Further, in WordStream Advisor, you can manage all your PPC campaigns – including Google, Bing, and Yahoo – under one roof.
Why choose WordStream Advisor over another PPC management platform?
WordStream Advisor is the only software designed specifically for small and medium-sized businesses. Enterprise platforms like Marin Software likely offer more functionality than you need, at a higher cost. As a smaller business with a smaller budget, you likely can’t justify that added cost. WordStream Advisor is an affordable option that makes managing and optimizing paid search campaigns faster and easier for marketers and business owners with limited time.
What does it mean to be a Google Premier Partner?
As a Google AdWords Premier SMB Partner, WordStream joins a small group of highly qualified companies. The AdWords Premier SMB Partner Program (PSP) connects Google’s trusted and experienced AdWords partners with small and medium-sized businesses that want expert help in creating, managing and optimizing their online advertising campaigns. Premier SMB Partners meet Google’s highest standards and criteria for qualification, transparency, and customer service, which includes completing extensive Google product and account management training. Being part of this program ensures that we can provide you with the most effective AdWords advertising solutions – our clients receive the benefit of WordStream’s Client Success and Managed Services teams working closely with Google regularly to optimize the performance of their campaigns.
How much do I need to know about AdWords to be successful with your software?
WordStream Advisor doesn’t do everything for you – if you don’t know the basics of Google AdWords and paid search marketing, you’re better off with our Managed Services offering (where we use our platform to manage your campaigns for you). To make the most of a platform like WordStream Advisor, it’s best if you have some working knowledge and experience with PPC. However, you don’t need to be an expert. The platform is designed to guide you through the process of creating, managing, and optimizing your campaigns, making paid search marketing and simple and painless as possible. Our Client Success team is here to help you along the way.
Does the 20-Minute Work Week really only take 20 minutes? What is it?
We’ve found that the primary downfall of most small and medium-sized businesses’ AdWords accounts is simple: They don’t spend enough time in their accounts! We created the 20-Minute Work Week to make it easy for marketers to perform key optimizations like bid management and adding negative keywords in as little time as possible. When you log into the software, the 20-Minute Work Week is the first place you should go to get recommendations on what you can do to save money and get better results from your account. Think of 20 minutes as a minimum – you need to check in at least every week and complete the suggested tasks, but spending more time and effort will only get you better results.
Does the 20-Minute Work Week work for both Bing Ads and Google AdWords?
Yes, it does work for both Bing Ads and AdWords, but we don’t provide two separate work weeks. Our philosophy is that your Bing account structure should mirror that of AdWords, and performance is likely to be parallel. So, in keeping with the spirit of spending only 20 minutes a week on account optimization, we provide one set of alerts, based solely on AdWords performance data. As you implement the recommendations in your AdWords account, you have the option to simultaneously implement those changes in Bing. One caveat here is the Optimize Keyword Bids tool. We don’t recommend mirroring these changes in Bing (in fact, the software doesn’t let you), because your Bing bids should be significantly different than your bids for AdWords.
Why should I sign a 6- or 12-month contract?
Like going to the gym, it can take time to see optimal results from PPC, which is why we recommend signing on for at least six months. After signing a contract, you can pay monthly, but our annual pre-pay plan will save you 20%.
What will my onboarding process be like?
With every software subscription, WordStream customers have three complimentary training calls with a dedicated Customer Success representative to work through the full suite of the software. Every client also has access to their own personalized training portal with reading materials and videos tailored to varying degrees of expertise from PPC novice to paid search pro. Throughout training, clients also have access to daily training webinars as well as customer-exclusive webinars focused on PPC strategy and best practices. If you need additional support, we offer Premier Consulting for an additional $149 per month.
What do I get with Premier Consulting?
WordStream’s Premier Consulting can help you get the most out of WordStream Advisor. Your certified account rep will work with you to provide individually customized insights and personalized training to help you tackle the challenges of PPC and reach your goals. The plan includes monthly calls and diagnostic reports as well as consulting on account structure, keyword research, ad copy, bid management, landing page optimization and other paid search basics.
How long does it take to start showing results?
The answer to this question depends heavily on your account and your industry. Remember that PPC is a marathon, not a sprint – your weekly optimizations will make an immediate impact, but it could take several months for you to start hitting larger business goals. Talk to your rep about setting realistic expectations and milestones.
Should I be spending all of my budget on Google?
Google claims about 2/3 of the search engine market share, so many advertisers choose to dedicate all or almost all of their budget to AdWords. However, WordStream Advisor makes it easy to replicate your AdWords campaigns in Bing Ads and manage both platforms in one place. Advertising on Bing gives you access to millions of additional searchers per month, often at significantly lower costs per click. In addition, some industries actually see more searches on Bing than Google, including retail and travel. Your rep can help you decide how to allocate your budget between Google and Bing depending on your vertical and business model.
What is Call Tracking? Do I need it?
For many businesses, calls are the #1 most valuable form of lead, worth 5-10 times what a website click is worth. It’s no wonder, since 43% of all search-related conversions happen over the phone. Call tracking allows you to assign specific phone numbers to your paid search ads and landing pages, so you’ll know where calls to your business are coming from. It’s crucial for driving more calls to your business and tracking the true value of your paid search campaigns. WordStream Advisor includes robust call tracking features including recommendations built into the 20-Minute Work Week and a conversion duration feature so you can specify the length of a call that should count as a conversion. Call tracking is highly valuable for almost any kind of business, but it’s especially key if you’re in one of these 10 industries.
What reporting features does WordStream offer?
WordStream Advisor includes a Campaign Dashboard as well as infographic-quality PPC Success Reports that present your account data in a visual and easy-to-understand format. You can also use the AdWords Performance Grader’s Performance Tracker to get monthly updates on your account’s improvements. With Premier Consulting, you’ll also get a monthly diagnostic report to review with your Client Success representative.
Still got questions? We can help! Call us at 855-967-3787 (1-866-971-0933 for international calls) to learn more about how we can work together to build your business.