Google AdWords has thousands of different features, too many to keep track of, let alone use them successfully. We want you to stop spending time trying to master them all because we have seven shortcuts that will change your life. These shortcuts will distinguish what features you actually need, introducing you to a more direct approach to your AdWords management, simplifying your life! WordStream's own Larry Kim and Erin Sagin will cover: - How to create winning landing pages for your ad groups - What the magic number of keywords you should target is - Best practices to effectively use bid manipulation For more information about WordStream's services, visit www.wordstream.com.

1. 7 AdWords Shortcuts to Simplify Your
Life & Save Time
Brought to you by:
www.wordstream.com/learn
#PPCLife @erinsagin @larrykim

2. www.wordstream.com/learn
Want to get smart in paid search?
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3. Join the conversation on Twitter
#PPCLife
@WordStream
@larrykim
@erinsagin
#PPCLife @erinsagin @larrykim

4. Meet our WordStream Experts
Larry Kim
Founder & CTO
@larrykim
• Named ‘most influential PPC expert’
2 years running
• Cited in over 10k publications &
regular speaker at industry events
• Recently had a baby aka #PPCKid
Erin Sagin
Customer Success Manager
@erinsagin
• Spoke at PubCon in Las Vegas &
speaking at the upcoming SMX West
• Has specialized in paid search for 3+
years
• Team consults for over 1,000 agencies
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5. Poll Question:
1. What is your biggest time suck?
• Ad Text Optimization
• Keyword Research
• Bid Management
• Reporting
• Landing Page Optimization
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6. 7 AdWords Shortcuts to
Simplify Your Life & Save
Time
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7. #7
Delete
Keyword
Clutter
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8. #PPCLife @erinsagin @larrykim

9. Keyword Match Types These
Are Pretty
Much All
The
Same
Now!

10. #PPCLife @erinsagin @larrykim

11. Example: This Account Has
273,137 Keywords!!
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12. 1.2% of Keywords In Account
Accrued Impressions in Last Month
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13. Ad Impressions Per Keyword
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14. Adding More Keywords to Account
Does NOT Help Quality Scores
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15. Accounts with Tons of Keywords
Have Slightly Higher Conversion
Rates …
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16. Key Takeaways
• Marginal positive benefit for
maintaining accounts
• Comes at comes at a huge cost:
• Campaign Management
• Reporting
• Keyword expansion still matters –
Keep trying out new keywords
• Just delete the ones that don’t work
out!
• Don’t over-do it!
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17. #6
Delete
Useless Ads
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18. OMG: This Account has 7000 Ads!
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19. The Top 70 Ads (1%) Accrues
99.5% of The Ad Impressions
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20. Don’t Feel Bad if You Don’t
Have 7000 Ads…
The Typical
Small Business
Advertiser has
Just 18 Ads
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21. FOR MOST SMALL
BUSINESSES,
HAVING JUST ONE
GREAT AD IS
ENOUGH!

22. Dynamic Keyword Insertion: Super Easy
Way to Be Good Enough
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23. Dynamic Keyword Insertion: The
Ultimate Ad Writing Short Cut!
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24. Disclaimer: Dynamic Keyword Insertion Gets
You to “Above Average”, not “Top 1%”
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25. Key Takeaways
• Just a few ads soak up most of
the ad impressions!
• For most small businesses, one
great ad is enough (Quality
matters, not Quantity)
• Dynamic Keyword Insertion is a
ridiculously powerful short-cut to
get above avg. performing ads!
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26. #5
Delete Useless
Landing Pages
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27. More Landing Pages Doesn’t Help
Quality Score By That Much
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28. More Landing Pages Doesn’t Help
Conversion Rates That Much
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29. Simplify Your Landing Page Life
The Typical
Small Business
Advertiser has
Just 3 Landing
Pages
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30. FOR MOST SMALL
BUSINESSES,
HAVING JUST ONE
GREAT LANDING
PAGE IS ENOUGH!

31. How to Know if Your Landing
Page Stinks?
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32. Key Takeaways
• Just a few landing pages soak up
most of the ad impressions
• For most small businesses, one
great landing page is enough
(Quality matters, not Quantity)
• Use our conversion rate table to
figure out if your landing page
stinks
#PPCLife @erinsagin @larrykim

33. #4
Stop Obsessing
about Mobile
Landing Pages
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34. #PPCLife
Mobile Conversion Rates Are Low
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35. Calls = Hottest Leads Out There
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36. #PPCLife
Click-to-Call is a Game Changer

37. Call Extensions
Users are 9x more likely
to place a call from a
mobile SERP than a
desktop.
Bypass the landing
page altogether!
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38. #3
Try Out Ad
Customizers!
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39. Automate Repetitive Ad Updates
6 months ago, if your
boss asked you to
create and update
this ad, how would
you feel?
Daily Countdown
Up-to-date Model Number
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40. #PPCLife @erinsagin @larrykim

41. How They Work
• Model
• Brand
• Price
• Starting Price
• Countdown
YOU CAN EVEN SET SCHEDULES FOR CUSTOM ATTRIBUTES TO
SHOW!
It’s like DKI
on steroids!
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42. Perfect Way to Alleviate Holiday Stress
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43. #2
Use AdWords
Scripts for
Reporting
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44. Wouldn’t you
rather spend your
time on more
strategic PPC
matters?
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45. How They Work
AdWords
Scripts = snippets
of code that can be
used to create
custom reports or
make automated
edits to your account
Don’t panic!
They’re not THAT
intimidating…
#PPCLife @erinsagin @larrykim

46. Let Others Do the Dirty Work For You
• Google AdWords Scripts
Community
• Search Factory Roundup
• FreeAdWordsScripts.Com
• Need something super
special? Ask a freelancer
for help!
#PPCLife @erinsagin @larrykim

47. Pre-Made Script Report Examples
• Track historical Quality
Score
• Track drastic increases in
spend
• Identify underperforming
keywords
• Run account “health
checks”
• For each of these, you can
set custom thresholds and
enable alerts!
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48. #1
Leverage Tools
and Automation
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49. Check Out WordStream!
• 20 Minutes a
week will save
you 20% or
more on PPC
Marketing™
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50. The 20 Minute PPC Work Week
• Literally Tells
You What to Do
to Optimize
Your Account
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51. Special Offers
I would like…
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
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52. Q & A
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