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3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)
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3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)

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Presentation at DFW State of Search Conference on three new AdWords insights, and how you can make them mean something to you with Excel.

Presentation at DFW State of Search Conference on three new AdWords insights, and how you can make them mean something to you with Excel.

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  1. 3 Sneaky AdWords Reports You Didn’t Know Were There (Or Didn’t Know What To Do With) @SusanEDub #StateofSearch
  2. Who Am I? • Ecommerce Junkie • Have been both agency and client: - CircuitCity.com - Cadillac - GMC - Hamilton Beach Appliances - Chrysler • Manager/Director/VP Roles in: - Email/Text Marketing & CRM - PPC - Display - Managed everything from designers to analysts @SusanEDub #StateofSearch 1
  3. Things I Get Geeky About @SusanEDub #StateofSearch
  4. What We’ll Cover Three Reports: 1. ‘’Google took our stuff!’’ ! 2. Where, oh where, are my users? ? 3. We have to rank #1. (twitch) Why? • Movement of organic insights to paid insights • Evolution of SERPs and ‘’result smushing’’ @SusanEDub #StateofSearch 2
  5. Report #1: Google Took Our Stuff! @SusanEDub #StateofSearch 3
  6. Crunch it in Excel! • Filter for “Both Shown” • Filter out anything with No Impressions • Combined results tend to show the best CTR • Root out instances where Combined didn’t win. • Mark them, and… @SusanEDub #StateofSearch 4
  7. Check out the Winners & Laggers Aggressively strategize in paid to make up for organic lag Experiment with lowering bids @SusanEDub #StateofSearch 5
  8. Report #2: Where, oh where… @SusanEDub #StateofSearch 6
  9. Case Study: Locations of Interest • Created Aurora ad group & landing page with email collection for notification of Grand Opening • 6 weeks later, 7.1% conversion rate! @SusanEDub #StateofSearch 7
  10. Report #3: Where, oh where… (the page version) • SERPs are increasingly complicated • What is #1 anymore, really? • Measurements in report: • “Top”: Above search results on Search (or Shopping) • “Other”: Next to, or below results on Search (or Shopping) Credit: Moz/Dr. Pete. @SusanEDub #StateofSearch 8
  11. Report #3: Where, oh where…(on the page version) @SusanEDub #StateofSearch 9
  12. “We Need to be #1.” You sure? Yeah, here you probably do… But here you really don’t… @SusanEDub #StateofSearch 10
  13. Conclusion • Cover the basics first. Don’t try and analyze the world at once. • Dig around. New gems show up in AdWords a LOT. • Don’t be afraid to export and mess with your data. (It won’t bite.) • Stay aware of how the SERPs are evolving. @SusanEDub #StateofSearch 11
  14. Want Some More? For more resources on these reports & link to Moz SERP page: http://Wenograd.com/SOS Email me: Susan@Wenograd.com or “Contact Me” on site! @SusanEDub #StateofSearch
  15. THANK YOU! @SusanEDub #StateofSearch Back

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