Extreme PPC Makeover

Extreme PPC MAKEOVER SMALL BUSINESS EDITION: Top 5 Areas for PPC RENOVATION in 2014 The Typical Small Business Spends $1200/month on PPC ... and Wastes Over 25%!* What Do YOU Need to Renovate? Here's where the typical small to medium-sized business stands today. PPC Task Grade (Room For Improvement!) OVERALL Account Activity C+ GRADE: Ad Relevancy Keyword Optimization B+ Landing Page Quality B+ Mobile Search Best Practices C- What Would YOUR Business Gain By Renovating Your PPC Search Marketing Campaigns in 2014? -Estimates Based on Typical CPC and Conversion Rates in 2013 126 367 569 insurance quotes bed & breakfast product sales guest inquiries Finance & Insurance Travel & Tourism Shopping 202 211 157 enterprise software inquiries student inquiries B2B supplier leads Jobs & Education Computers & Electronics Business & Industrial 182 273 罗 218 home renovation vehicle test drive gym memberships inquiries appointments Home & Garden Autos & Vehicles Beauty & Fitness Top 5 Ways to Renovate Your PPC 5. Get Active! Spend at least 20 MINUTES A WEEK optimizing your AdWords account. What a Typical Small Business AdWords Account Looks like in 2013 ONLY OVER • 2 Campaigns 53% 43% • 9 Ad Groups • 18 Text Ads • 212 Keywords of all small business advertisers made changes every week in the last quarter. of small business of small business • 3 Landing Pages advertisers do Ad advertisers haven't Optimization only once per quarter. added a single negative keyword in last 30 days. Q 4. Find Your Best Keywords! The Worst PPC Ads Ever The eBay Hall of Shame Do smarter keyword research to find your most targeted, cost-effective terms. Long-tail keywords are more targeted, specific keywords that offer several key advantages: Wife Browse a Huge Selection Now Find Exactly What You Want Today www.eBay.com Less competition Lower cost per click More qualified clicks Loneliness Looking for Loneliness? Find Exactly What You Want Today www.eBay.com Use of Optimized Keyword Match Types 1 in 4 Small Businesses rely exclusively on broad match KWs love Buy It Cheap On eBay Low Prices, New And Used www.eBay.com 6 in 10 Small Businesses do not use Modified Broad Match Keywords Use of Negative Keywords 1 in 5 Small Businesses do not use a single negative keyword 3. Improve Ad Relevancy! Write better text ads to improve CTR and Quality Score. HOW QUALITY SCORE AFFECTS YOUR COST PER CLICK AND COST PER CONVERSION Compared to an average Quality Score of 5 10 1. The Average AdWords Quality Score for Small Business is 5/10 Poor score Quality score Your Cost Per Click is. DECREASED by: Your Cost Per Click is... Your Cost Per Action is... Your Cost Per Action is... INCREASED by: INCREASED by: DECREASED by: 400% 64% 50% 80% Quality Score is Google's Grade of the Relevancy of your Keywords and Ads, Based Primarily on Click Through Rate. 2. Create Killer Landing Pages! Send PPC traffic to conversion-friendly landing pages Over 25% of accounts send all of their PPC traffic to just 1 landing page 20% of Small Businesses send clicks straight to the homepage Less than 50% of small businesses' landing pages have conversion tracking installed 1. Follow Mobile PPC Best Practices! Adopt these key practices proven to show results MOBILE SEARCH BEST PRACTICES 19 in 20 accounts do not have call extensions set up on all campaigns Having a call extension can increase click through rate by 10% Fewer than 20% of AdWords accounts have set up mobile preferred ads Want $25,000 to Makeover Your Marketing? Renovating your PPC is easy when you know which parts need work! See where your account needs repair with a free diagnostic report, and enter to win $25,000 in Google AdWords budget plus a year of free online marketing software from WordStream and Constant Contact. Grade and Get Paid! See website for rules and eligibility. wordstream.com/gradeandgetpaid Presented by: All data is original research by WordStream Inc. Not official Google research. All Google products are registered trademarks of Google Inc. Methodology: WordStream analyzed 500 Small and Medium Sized Businesses in 2013 about the state of their accounts. WordStream DESIGNED BY NOWSOURCING