20-Minute PPC Work Week - Webinar Follow-up

 

Please note - this Webinar is pre-recorded.

How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account?

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...

The 20-Minute PPC Work Week is WordStream’s customized PPC workflow, just for you! You’ve seen it in PPC Advisor, you’ve heard about it from your Customer Success Representative – now find out how to really make it work for you!

In this free, one-hour webinar, WordStream founder and PPC expert Larry Kim will show you:

  • How the 20-Minute PPC Work Week™ can help you make an impact in less than half an hour per week!
  • How you can get more value out of PPC Advisor – in less time.
  • Some common problems we see in PPC accounts – you’ll be shocked!

You’ll also learn our 7 guidelines for achieving success in Google AdWords and tips for developing a consistent, effective plan of action for PPC.

Below you can view a recording of the webinar at your convenience or you can download the slides (PDF). 


 

20-Minute PPC Work Week in 6 Easy Steps!

Step Why It's Important How To Do It In PPC Advisor
1) Check Bids and Budget Make sure you’re not over- or under-bidding on key terms, leaving opportunities on the table or wasting your budget. Look for our powerful new Bid Management tool being released this month!
2) Review Costly Keywords If your most expensive keywords aren’t converting at a profitable cost, pause them so you can address the issue. You should also monitor keyword Quality Score. You’ll see a recommendation to Review Costly Keywords if you’re spending too much on a keyword or have unusually low Quality Scores. Just click “Act”!
3) Perform Keyword Research It’s important to grow your campaigns and filter out irrelevant terms that aren’t working for you. Follow our recommended actions in Add Negative Keywords. Use the Keyword Research Tools and QueryStream to find profitable new long-tail terms.
4) Optimize Ad Text More compelling ad text leads to improved click-through rates and Quality Scores, saving you money over time. Test new versions of at least two PPC ads each week. You can create ads and view ad performance in Manage AdWords in the Ads tab.
5) Improve Campaign Relevancy Google rewards more relevant campaigns and ad groups with better rankings and lower costs. Use the Split Ad Groups tool to easily break large ad groups down into tighter clusters that have more relevant text ads.
6) Complete PPC Reporting Check your progress and set new goals. Our PPC Dashboard Reports provide detailed information about costs, impressions, clicks, conversions and other key PPC metrics.

 

20-Minute PPC Work Week Webinar Questions Answered!

Q: Are you planning to have an Ad Tool that identifies poor performing ads in an ad group?

A: As a matter of fact, we are. This feature is currently in development and we anticipate rolling it out sometime in Q2.  

Q: Can you add cost per conversion in the graphs?

A: Thanks for the suggestion – we have sent an enhancement request on to the Product Team.  

Q: Are the statistics real?

A: Yes, they’re real. Each week we calculate the annualized savings based on the actions you have taken to improve your campaigns.  

Q: Where can we do reporting in the software?

A: Currently we offer reporting in two places. In the Dashboard you can see trends in your total spend and clicks. You can also review all of your account metrics in the Manage AdWords tab.  

Q: What is the best way to go about ad text optimization and what are some tips for doing this in WordStream PPC Advisor?

A: You want your text ads to be as relevant as possible to your user, which you can do by aligning your ad copy with your keywords. This is also important because if the user’s search query appears in your ad copy, Google makes the text in your ad bold. WordStream reminds you to include the highest volume keywords in your ad copy when you create a new text ad.  

Q: What is the best way to manage multiple, unique campaigns?

A: Each campaign should really be managed independently as they either contain different keywords or different targeting settings. However, it can be beneficial to identify top performing ad copy and keywords from a single campaign and apply it to the rest of your account. You can evaluate a single campaign’s performance in Manage AdWords by viewing the campaign or ad group tabs. You can also select a single campaign to view in the dashboard to see how the campaign’s performance has trended over time.  

Q: What budgeting recommendations would WordStream have for me?

A: Next week, WordStream is releasing Optimize Keyword Bids, a bid optimization tool, in to the 20-Minute PPC Work Week. This tool will evaluate every keyword in your account and will recommend raising or lowering your bids to maximize your return on investment.  

Q: What is the best way to manage international campaigns?

A: International campaigns can be tricky as different cultures can search in different ways. To start, it is important to set the appropriate geographic and language targeting so that you can optimize for a specific location. It is then important to pay extra attention to your search queries (using QueryStream) to learn how that location is actually searching. If WordStream detects any wasted spend we’ll also bring it to your attention with our action alerts.  

Q: Why do the video campaigns we create in AdWords not transfer to WordStream?

A: Currently video campaigns are not supported in WordStream. We will be sure to update everyone on future product development in this area.  

Q: Can we make the 20-Minute PPC Work Week alerts happen faster with large accounts?

A: WordStream is focusing a lot of engineering resources on improving the overall performance and speed of the systems for all clients, and especially larger clients. These improvements will be rolled out throughout the year. Our priorities are PPC Advisor and supporting our clients. We are focused on and committed to high quality and performance.  

Q: Should you raise bids for good keywords or lower to save money?

A: This really depends on your strategy and your wallet. In general, you should be raising keyword bids if:
  • You have unspent budget
  • You want more clicks and conversions (and are OK with paying more for them)
  • And, the keyword in question is strategically important to your business and/or looks great from a performance perspective (e.g. having a low cost per conversion, high Quality Score, etc.)
When lowering keyword bids, it’s the opposite. You should consider lowering keyword bids if:
  • Budget is tight
  • Your costs for clicks and conversions are too high
  • And, the keyword in question is not that important to your business and/or isn’t performing well (e.g. having a high Cost Per Conversion or low Quality Score, etc.)
 

Q: Does WordStream have a tool that will help me monitor my Search Query Report for irrelevant matches?

A: Yes, we have two. One is QueryStream, which provides you with all of the keywords with impressions and what terms triggered your ad to show. We also have Action Items in the 20-Minute PPC Work Week that comb your QueryStream for you and recommend wasteful keywords you should add as negatives.  

Q: Part of the 20-Minute PPC Work Week is to check bids. What time frame do you recommend provides sufficient data, 30 days, a week? Or, perhaps a number of impressions?

A: This answer depends on how quickly your campaign is accruing impressions and clicks. Generally, it is preferred hold off until a keyword has realized several hundred impressions before making a judgment on a keyword’s performance. However, depending on your goals it may be preferable to make a decision based on a certain amount of time, especially if your keywords do not receive many impressions. For some users this can also be based on the amount of time that they have available to review the account. That’s why we developed a bidding optimization tool to let you know when bids should be adjusted up and down.