Google AdWords is a powerful platform for bringing in new customers for small businesses. Many local businesses don’t feel they can compete with national vendors, but the AdWords platform offers tools to help you compete with the Big Brands to grow your small business in 2015. In Kabbage's January webinar, you’ll hear from paid search expert Matt Hessler from PPCPath who will teach you how to set yourself up for success, how to get the best ROI on a small budget, and avoiding common pitfalls that waste money and time on managing your campaigns. Some of the specific topics we'll cover include: - Practical Steps to creating your account and campaign. - Settings to maximize your impact as a local business. - Tips for getting the best ROI on a small budget. - Common pitfalls to avoid wasting money/time on managing your campaigns. Get to know our guest speaker... MATT HESSLER Director of Search PPCPath Matt Hessler is Director of Search at PPCPath, a marketplace for paid search marketing experts. He’s also a men’s fashion designer, rebuilder of vintage motorcycles, and the author of the ebook The Ultimate Guide to PPC Landing Pages. Matt says PPC gives him a holistic view of the customer lifecycle, reminding him that conversion marketing requires patience and persistence. ABOUT PPCPath PPCPath started in 2013 to bring a paid search solution to small advertisers. After five years of managing paid search campaigns at Trada, we found that small advertisers can’t afford the fees of full service agencies. We also knew that the tools in the market were either too complex for small campaigns or just didn’t work. We created PPCPath to help these advertisers help themselves with straight-forward guidance and to give them access to a community of skilled professionals with well-structured projects. ABOUT KABBAGE, INC: Kabbage, Inc., headquartered in Atlanta, Georgia has pioneered the first financial services data and technology platform to provide fully automated small business loans in minutes. Kabbage leverages data generated through business activity such as accounting data, online sales, shipping, and dozens of other sources to understand performance and deliver fast, flexible funding in real time. Kabbage also offers simple consumer loans through its automated platform under the brand www.karrot.com. All Kabbage and Karrot U.S. based loans are made by Celtic Bank, a Utah-Chartered Industrial Bank, member FDIC. For more information, please visit www.kabbage.com and follow us on Facebook and Twitter @KabbageInc.

1. How To Create An All-Star Local Paid
Search Campaign In Under An Hour
Twitter Questions: #KabbageKam

2. ● Practical Steps to creating your account and campaign.
● Settings to maximize your impact as a local business.
● Tips for getting the best ROI on a small budget.
● Common pitfalls to avoid wasting money/time on
managing your campaigns.
Meet the speakers…
Andres Thomas
Customer Success
Kabbage, Inc.
• MODERATOR
Matt Hessler
Director of Search
PPCPath

3. Watch the entire webinar live…
• The next SlideShare slide will feature an
embed of our live video webinar on
YouTube.
• All of the presentation slides are located
after this video embed

4. Matt Hessler
Director of Search, PPCPath
@PPCPath

5. To kick this off…
Think of how your customers typically
find out about your business.
How many leads and customers find
you online?
Are your competitors beating you in
online competition?
?

6. Google AdWords is a powerful platform
for bringing in new customers.

7. Hint: It’s the best way to get found online.
Why should you use Google
AdWords for your business?

8. .
Why should you use Google
AdWords for your business?
12 billion core searches conducted per
month in the U.S. alone**
**Comscore March 2014

9. PPC (Pay Per Click) vs. Organic

10. Research & Structure
• Start a spreadsheet and write out themes that
are the focus of your website (should be 5-15,
more for Ecommerce)
• Go to Google’s Keyword Planner
• Enter these starter KWs to generate variants
• Download all results and work in Excel

11. Right Sizing Your Campaign
● Bigger isn’t always better when it comes to
campaign builds
● Knowing your budget and average CPC (cost
per click) will help you figure out how many
KWs you should have
Example:
Lets say you have a $1000 monthly budget, and average CPC of $2.25
and an average CTR of 1.25%. (if you do not know assume 1-1.5% CTR)
$1000 budget /$2.25 Avg CPC= 445 clicks
445 clicks /.0125 CTR = 35600 Impressions
35600 Impressions / Avg 250 per KW = ~140 keywords.

12. Maximize Your Impact As A Local
Business
Basic Settings
• Always select all features
• Never combine search and
display
• Including search partners is good
for budgets of $1000+
• Set bids manually

13. Geo Targeting Settings to Get The Best
ROI On A Small Budget
Use Multiple regional
and local Geos to get
the best coverage and
connect with closest
customers.

14. Use Day Parting To Maximize Your Impact
By limiting your run time to the best hours you save money and focus your spend on
the times that drive the most valuable traffic.

15. Campaign Structure Is Secret To Your
Success

16. Campaign Structure Best Practices
—Campaign Structure
• Separate budgets
• Separate geos
• Separate ad network
• Include campaign level negative keywords
—Adgroups Structure
• At least 2 ads per adgroup
• Not more than 4 ads per adgroup
• Maximum of 20-25 KWs per adgroup
—

17. What is Quality Score & Why Care?
Quality Score can be the biggest handicap for small accounts
Best Practices to Maximize QS
• Tightly themed adgroups
• Ad copy that uses
keyword themes
• Aggressive ad position for
most important KWs
• Landing page load times
• Landing page content and
code relevance

18. Know When To Call In Reinforcements
When is it time to call in the Cavalry? Be honest about your expertise
and the time you can allocate to your campaign.
Are you doing these things at regular intervals?
• Checking / Updating bids on top 10% of KWs (weekly)
• Writing and testing new ads (monthly)
• Run search query reports & adding negatives (monthly)
• Making QS improvements or removing low QS content (monthly)
Hiring a PPC consultant can seem expensive but
wasting thousands on an under optimized
Adwords campaign is typically more costly!

19. Hiring a Search Expert
Hiring a PPC expert has never been easier…
• Hire PPC experts on a per project basis
• The PPCPath Application creates the statements of work to
insure work hours and cost are fair to all parties
• Get reports, and change logs on all activities
• Hire specialists for any particular channel (display,
retargeting, creative and more

20. I am a Search Nerd
(ask me anything)
Presented by
Matt Hessler
MHesssler@PPCPath.com
@PPCPath | @Trada
Get 20% off your first AdWords overhaul from PPCPath!
Visit: http://kabbage.ppcpath.com/
Enter Promo Code: kabbage20

21. Visit Kabbage.com to learn more
Get more marketing tips &
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22. Visit Kabbage.com to learn more
Thank you, from
Kabbage