Can you feel it? The weather is getting warmer, and the delicate fragrance of newly-bloomed flowers hangs in the air. These are sure signs that spring is right around the corner! But after a long winter of being cooped up in a stuffy paid search account, your AdWords performance is most likely not all roses and sunshine. It’s time to throw open the windows, brush away those cobwebs, and take on your annual spring PPC spring cleaning! WordStream’s Customer Success Specialist, Lisa Wilkinson, partnered with Hanapin Marketing’s Associate Director of Paid Search, Hayley Cummings, to share actionable tips to tidy up your PPC account clutter. This webinar is loaded with take-away examples to help you optimize your account and increase PPC performance. You’ll learn: *Areas to do “spring cleaning” *Where to find the low-hanging fruit in your account *How to quickly identify what’s dragging down your account performance *Money-saving tips to optimize keywords and eliminate wasted spend Start spring-cleaning your PPC account today!

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Presenters:
Lisa Wilkinson | Customer Success Specialist, WordStream
Hayley Cummings | Associate Director of Paid Search
Tips To Tidy Up Your
PPC Clutter
&HOSTED BY:

2. Meet The Experts
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• Lisa Wilkinson
– Customer Success Specialist at WordStream
– Two years with WordStream
– Helps clients with learning the software as
well as consults them on account
performance
• Hayley Cummings
– Associate Director of Paid Search at
Hanapin Marketing
– Has several years of PPC experience across
many different industry verticals
– Provides thought leadership and drives
innovation through Paid Search at Hanapin

3. Take Part in Live Blogging
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• Include the hashtag #ppcspringcleaning in your
Twitter tweets, Google+ status updates, etc.

4. Today’s Agenda
• Tips on cleaning up your account
– Duplicates
– Identify costly keywords
– Under performers
• Areas to QA
– Landing pages
– Negatives
– Conversion types
• WordStream Perspective vs. Agency Perspective
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“Spring Cleaning”

6. You only need one to get your point
across, right?
• Duplicate keywords
– Do they REALLY affect the account?
– What should you do?
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7. When is it ok?
• Geo Targeted Campaigns
• Search & Display
• Stacked Bidding Strategy
– Testing different bidding strategies
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8. Now that I found them, how do I get rid of
them?
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9. Anywhere else?
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Costly Keywords

11. Do your keywords have a high number of clicks
and no conversions?
• Pause them or keep them?
• Conversion tracking?
• Long buying cycle?
• Sort by cost or clicks
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Under Performers

13. Quality Scores getting you down?
• Low metrics…
– Low CTR?
– Match types?
– Keyword research
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14. Do your ads really matter?
• A/B test ads
• Determine a threshold of time
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15. When are your ads showing?
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Areas To QA

17. Traffic to the site is only as good as what they
can do when they get there.
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18. Landing Pages
• Traffic to the site is only as good as what they can
do when they get there.
• Destination URLs
– Keyword or ad copy level
• How are you tracking?
• Hyper-relevancy
• CRO
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20. Negative keywords are a strategy, and
strategies change as you grow your business
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21. Negative Keywords
• Negatives aren’t permanent!
– You can choose to remove a negative to test how
certain themes of traffic perform
– Make sure your previous strategy aligns with your
current strategy & website
• Embedded Negatives
– It’s time consuming but necessary if you are using a
multiple match type strategy
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22. Does your AdWords account paint an accurate
picture of performance?
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23. Conversions
• Does a conversion in AdWords represent the most
important and impactful step the consumer can
take?
– Sale
– Lead Form
– Phone Call
• Are you using all the tools at your disposal?
– Estimated cross device conversions
– Converted clicks vs. conversions (Feb. 2014)
– All and Unique conversions (Feb. 2014)
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Agency vs. Software Approach

25. WordStream Perspective
• Software works a bit differently
• Do it yourself attitude
• Learn the account:
– Structure
– Keywords
– Ads
• Tools to help you manage
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26. Agency Perspective
• Tips on how to easily take over an account
– Schedule a meeting with the individual who was
actually managing the campaigns.
– Dig into change history
– Find out if their goals are based on breaking even
or increasing an existing profit
– Look for large holes in strategy that can be easily
fixed
• Ex: Geo modified ad copy targeted nationally.
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27. Special Offers! Would you like…
A. WordStream: Free demo of PPC Advisor (PPC
mgmt software)
B. Hanapin: Free one-on-one account assessment
($20k+ spend)
C. Nothing at the moment
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Questions?

29. Thank you for attending!
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Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
"After multiple negative agency
experiences, the team at Hanapin stepped up
to the plate and delivered the level of service
and attention we had been looking for!"
- Stephen Ebbett
“GASP! My AdWords click through rate is up
486% on the same period last year – mainly
because I’m using @WordStream !”
-George Cole
Lisa Wilkinson
lwilkinson@wordstream.com
Hayley Cummings
hayley.cummings@hanapinmarketing.com