What’s in Store for WordStream in 2018

Originally published on: http://feedproxy.google.com/~r/WordStreamBlog/~3/K0AxPKceAjI/wordstream-vision

When I joined WordStream as President in June of 2017, I jumped in head first to what turned out to be the highest-energy environment I’ve ever worked in by far. I’m thrilled and grateful to be part of a team that’s so passionate, and I’ve been so impressed by our hundreds of smart, dedicated employees who come to the office every day with a mission to help our customers succeed. Our customers run an amazing variety of businesses, employing tens of thousands of people and delivering products and services all over the world.

This week, I’m excited to begin a new chapter with WordStream. I’m stepping into the role of CEO, where I’ll continue to oversee our day-to-day operations as well as building and leading the team that is driving continued rapid growth through 2018 and beyond. My friend and colleague Ralph Folz will move into the role of Executive Chairman, where his focus will increase on external relationships, partnerships, and growth by acquisition. I’ll also be joining the Board of Directors.

howard kogan ceo wordstream

Introducing new hires at one of my first company meetings

2017 was a big year for WordStream. We landed on the Inc. 5000 for the fifth year in a row, the Boston Business Journal’s Top Places to Work list for the third year in a row, and were named one of the Boston Globe’s Top Places to Work for 2017. We were named the #1 highest rated search advertising software by G2 Crowd. We now have over 250 employees and power more than 10,000 advertisers and agencies globally.

Our track record of growth has been impressive, but we’re not slowing down now, and today I’d like to share with you some thoughts on our current challenges, opportunities, and my vision for the company this year and in the future.

My First Six Months

I have a customer-first philosophy, so when I joined WordStream in June, my first order of business was to spend lots of time with our customers. From jumping on sales and consulting calls, to hosting events in our office, to visiting our customers’ offices, to talking to customers who are unhappy or leaving WordStream, I’ve done it all.

wordstream customer event

A workshop from our customer insight roundtable in November

I have heard countless stories of how WordStream has helped to both grow and simplify our customers’ businesses. The proactive suggestions that the software provides, the simplicity of the user experience, and the talent and compassion of our customer success reps are consistent themes across these conversations.

But our job is not done. To build on this success we are actively working on innovating within our existing ability to advertise across multiple online advertising platforms including Google, Facebook, and Bing (for example, releasing Smart Ads to automate display ad creation), as well as developing brand new product lines and service offerings to meet an expanded set of growth opportunities for our customers (such as the newly released Facebook Ads Grader).

wordstream smart ads software

Smart Ads makes it easy to build great-looking display ads fast

There’s much more to come as we move through the year, so watch this space for more new features and product developments that you’ve asked for.

Our Most Critical Asset: Our People

One of my favorite parts of my job has been my mobile “office.” I’ve sat in several different desks already, spending time with teams across the company, and I like moving around as a way to get to know our people and the specifics of how each different team functions. You can’t build a great company without great people, and our people and culture are two of our most powerful assets.

We are growing rapidly, and this trajectory presents both challenges and opportunity. We need to scale the way every aspect of our business works to support our growth in the coming years. Two excellent opportunities arise for our employees – the ability to take on new projects and technologies, and the ability to take on new roles and responsibilities. This is one of the core purposes of the organization, to provide professional development for our talent so that they are continually learning and preparing for what’s next.

wordstream best places to work

Accepting our award from the Boston Globe with WordStreamers from across all teams

If this sounds like something you want to be a part of, check out our careers page – we’re always looking for creative, driven people to join our engineering, product, sales, customer success, and marketing teams.

My Vision for the Future 

The digital advertising market is incredibly dynamic, with market leaders such as Facebook and Google driving constant innovation as well as hundreds of tech companies striving to disrupt the industry. To stand out in a crowded, fast-paced space, we must constantly challenge ourselves to listen more closely to our customers so we can truly partner with them, leveraging emerging technology to ensure we deliver the simplest and most valuable solutions available to businesses and agencies of all sizes.

We’ll add dozens and dozens of new employees this year, who will bring new diversity of ideas, experiences and richness to WordStream – furthering our vision and accelerating our progress. One way we’re powering that effort is through our new partnership with Hack.Diversity in 2018. We’ll develop new ways of going to market, new products and services, and new geographies. Through it all we will focus on making sure we stay close our customers, use them as inspiration for all we do, and deliver ever increasing value to them.

Thank you to everyone who has been a part of our journey so far – we couldn’t do it without you. Here’s to a happy and prosperous 2018!

The Highest CPC Keywords in Canada

Originally published on: http://feedproxy.google.com/~r/WordStreamBlog/~3/yuyRyOanqtk/highest-cpc-keywords-canada

canada's most expensive keywords in adwords

In the past few weeks, we’ve shared new data revealing the most expensive keywords in several English-speaking countries around the world, including:

The Most Expensive Keywords in the U.S. The Most Expensive Keywords in the U.K. The Most Expensive Keywords in Australia The Most Expensive Keywords in South Africa

Today, we bring you the top 25 keywords with the highest costs per click (CPC’s) in Google AdWords for our neighbors to the north, Canada (O Canada!):

most expensive adwords keywords canada

The Canadian data set turned up some interesting keywords on the high end of CPC’s – let’s take a look!

Everybody wants to go to Canada

We all know that insurance-related keywords are expensive everywhere, but there was a specific pocket of keywords in our Canadian data set: insurance for super visas (with an average CPC of $21.17 in Canadian dollars).

What the heck is a super visa? It’s a special visa for the parents and grandparents of Canadian citizens that allows those relatives to visit Canada for up to two years without having to renew their visa status. To secure a super visa, you need proof of health insurance that’s valid in Canada.

In November 2016, the Boston Globe reported that a surge in Google searches for “move to Canada” actually forced the Canadian immigration website to go down.

canada search trends

No wonder these keywords are so expensive!

Business is booming

Maybe all those new immigrants are starting small businesses? Many of the top 25 costliest keywords in Canada are related to products and services that businesses need to operate. For example:

Point of sale device – This popular and competitive keyword category includes keywords like “restaurant pos system” and “toast pos” (a brand that offers POS systems for restaurants), enabling hungry Canadians and tourists to pay up for poutine and maple syrup pie.


Mm, curdy

Calling software – Another top 5 keyword category in Canada, including examples like “telemarketing software” and “cold calling software.” It must be tough to work around those strict Canadian anti-spam laws – better make sure your calling software is compliant! Merchant account – This is a type of bank account that allows you to accept credit card payments. Again, useful if you’re running a business (and like to get paid).

You’ll see more business keywords peppered throughout the list – “payment services,” “voice of the customer technology,” “business software” … do Canadians ever go on vacation?

They’re also polishing up their websites with “site search,” creating marketing videos that need “stock music,” and looking for help with their “social media marketing management.”

Buying a new home in Canada? You might need help with the plumbing

“Plumber” and “hot water tank” searches were both among the most expensive in our Canadian data set – since “plumber” tends to be an emergency, “fix it now!” kind of search, those keywords are expensive everywhere. And in often-frigid Canada (the average daily high in Winnipeg in winter is 15 degrees) it’s not surprising that people often have to replace their water heaters.

canadian weather trends

“Moving services” also cracked the top 20 – again, could be a sign that a lot more people are moving to Canada these days.

What about the Canadian keywords stood out to you?

About the data

Here’s how we got the list: We pulled all the data collected from anonymous AdWords Performance Grader reports across all industries between June 1, 2016 and June 12, 2017, then looked at the top 1000 most expensive keywords seen during that time period and categorized them by core intent.

For example, we lumped the keywords “bail bonds” and “bail bonds los angeles” into a single category since the core intent is the same. Likewise, keywords involving different types of lawyers (such as “malpractice lawyer” and “injury lawyer”) or insurance were grouped together. We used a similar methodology last time so as to avoid featuring too many specific long-tail or local keywords that wouldn’t have broad applicability to a large number of businesses. We separated distinct services (pest control vs. termites) as much as possible.

We also filtered out keywords with less than 100 clicks from our data set. We only looked at advertisers bidding in USD, GBP, AUD, CAD, and ZAR, and analyzed different currencies separately. We also eliminated non-English ads and duplicates (where both the keyword and the CPC were exactly the same) from that set. The results you’re reading about in this article are in CAD.

Shout out to everyone who helped compile, analyze, and illustrate the data: our data analyst Josh Brackett, our web team leader Meg Lister, and our designer Kate Lindsay.