1. DAY CAMP Today’s Quick Win: Optimizing an AdWords Account

2. Meet our guests! @fortin Drew Fortin Marketing Manager @cunninghamkelly Kelly Cunningham Inbound Marketing Consultant @briggsnh Mike Briggs VP Search at Website Publicity Group

3. 5 Week Paid Search Webinar Series 7/13 | Intro to Paid Search 7/20 | How to set up a Google AdWords Account 7/27 | Campaign Management w/ AdWords Editor 8/2 | Performance Metrics & Optimization 8/10 | Advanced Tactics (Q&A Panel)

4. Housekeeping A recording of today’s webinar, as well as the following resources will be posted to camp.hubspot.com: 1.Intro To Paid Search In 30 Minutes blog post on camp.hubspot.com/blog 2.Paid Search Resources and Education

5. Today’s Goal & Agenda GOAL: Give you the tools and knowledge to optimize your AdWords account, in 30 minutes AGENDA: For the next 30 minutes, we will walk you through the following items: How to track success in AdWords. How to Spend less money, Convert more leads, Be more successful in AdWords Optimization basics, bidding basics, and analysis in AdWords

6. Last Week We Covered… How to create and modify campaigns in AdWords Editor How to work offline, share accounts, and post changes How to save your time in your limited work day! 6

7. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 7

8. Optimization is not 8 Set it And Forget it

9. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 9

10. Optimizing Ad Delivery Google prizes relevance above all else, “Quality Score” (QS) QS is a measure of relevance Keyword to ad text Keyword to landing page Landing page load time Keyword historic Click Through Rate (CTR) Advertiser’s specific keyword CTR 10

11. Why does QS matter?? Quality score affects how your bid is used Higher QS means lower CPC for better position 11

12. Where do you find QS? 12

13. What to do with low QS QS 7+ Good QS 4-6 Subtly improve ad text Keep monitoring QS 1-3 Refine keyword groupings Better ad text, keywords in ads Relevant landing pages 13

14. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 14

15. Refine Search Traffic Examine actual search queries: 15

16. Refine Search Traffic Examine actual search queries: 16

17. Refine Search Traffic Examine actual search queries: Add any phrases that are relevant Add negatives to campaign if off-target Look for new ad group opportunities 17

18. Search terms in action 18 Added keywords “Made in USA”, new ad group Wrong Brand, add as negative

19. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 19

20. Identify Good & Poor Converters Ensure Google Conversions are active Create and tag Or import from Analytics 20

21. Set goals and analyze Set a Cost per Action (CPA) you are willing to pay Enable column in AdWords 21

22. CPA = Value of customer * lead to customer ratio 22

23. Analyze successes User filters to find ad groups and/or keywords < CPA Increase these bids proportionally 23

24. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 24

25. Be Analytical Calculate your Max CPC based on history: 25

26. Adjust Bidding 26 14% conv rate * $25 CPA = $3.50 Max CPC

27. AdWords Editor Can Help Show statistics Filter 27

28. Ready to Export to Excel 28

29. Consider CPA bidding Once you have 15 conversions in 30 days, eligible for CPA bidding Great for Display (Content) Network On Settings tab: 29

30. Dimensions tab Looks for ways to segment and save 30

31. Day-parting Weekdays 31

32. Day-parting hours 32

33. Optimizing is a process Optimize Ad Delivery Refine Search Traffic Identify Good & Poor Converters Adjust Bidding Implement Optimization Program 33

34. Implement an Optimization Program FrequencyTasks DailyCheck budgets, ensure high converters fully funded Look for keywords below first page bid WeeklyAnalyze and adjust bids Assess Quality Score Review Search Queries MonthlyRun Ad Diagnostics Review 0 converting low volume keywords QuarterlyRevisit Keyword Research Review Opportunities Tab PeriodicallyCheck Day-parts Geographic Success Demographics Explore Google reports and tools Device conversions 34

35. Marketing Take Away Optimization is a cycle, not a single task Start with ensuring good ad delivery, then improve performance Get on a schedule and keep on top of account If you lag behind, outsource help? 35

36. Next Day Camp Sessions 36 o 7/13 | Intro to Paid Search o 7/20 | How to set up a Google AdWords Account o 7/27 | Campaign Management w/ AdWords Editor o 8/2 | Performance Metrics & Optimization o 8/10 | Advanced Tactics (Q&A Panel)

37. Send your questions Send your questions to: contentcamp@hubspot.com 37