10 Metrics for PPC and Landing Pages That Help You Make More Money

Webinar:10 Metrics for PPC &Landing Pages That HelpYou Make More MoneyLarry Kim, WordStreamCarlos del Rio, UnbounceAugust 21, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1

Do you understand these terms? Question: Which are the most important key metrics to focus on in your account? CONFIDENTIAL – DO NOT DISTRIBUTE 2

Today’s Agenda• 5 Top metrics for PPC campaigns (Larry) – Why they matter – How to Rate your Performance• 5 Important Metrics for Landing Pages (Carlos) – Why they matter – How you can improve them• Questions & Answers 3

Take Part in Live Blogging on Twitter / Google+• Include the hashtag #keymetrics in your Twitter tweets, Google+ status updates, etc. 4

Speaker Introductions• Carlos Del Rio – Director of Conversion Analysis & Digital Strategy – Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – 3 Years ago, started WordStream! – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools 5

Live Poll Question #1Question: Which of the following AdWords Metrics wouldyou say are the most important for managing your GoogleAdWords Search campaigns?a) Clicks, Cost, Cost-Per-Clickb) Quality Score, Click-Through-Ratec) Conversions, Cost Per Conversion, Conversion Rated) Search Query Reporte) Impression Share Report 6

The 5 Key Metrics that Define Your AdWords PerformanceAt WordStream, we believe that you can get a sense for thehealth of an AdWords account by measuring just 5 keymetrics:1. Quality Score2. Click-Through Rate3. Account Activity4. Long-Tail Keyword Optimization5. Negative Keyword Usage 7

Grade Yourself! http://www.wordstream.com/google-adwords• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on the 8 PPC metrics that really matter• Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 8

What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 9

AdWords Clinic!• We’ll review 2 real AdWords accounts and review the metrics that matter to determine if they’re succeeding or failing, and what they can do to improve 10

Improving Your AdWords Account Metrics• To improve account performance, leverage intelligent automation to enable best practices around key metrics.• WordStream provides powerful tools and automated algorithms that can help you improve on your account metrics. 11

1. Use QueryStream™ to Act on Search Query Data• Actionable Search Query Report• See the search queries that users entered to find your website – Add them as keywords if they’re good – Set negative keywords if they’re bad• Powerful filters to help you dig through data quickly. 12

2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords• We do all the work of finding junk keywords• You just review / approve the findings.• Quick. Easy. Powerful.• 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ 13

3. Target Mid & Long Tail Keywords with WordStream • Leverage WordStream Trillion-Keyword Database™ and Powerful automated algorithms • Discovers profitable, relevant mid & long-tail keywords that you may have missed out on. 14

4. Split AdGroups for Maximum Relevancy with WordStream AdGroup 2 AdGroup 1 AdGroup 3 AdGroup 4 • Quickly break-up bloated ad-groups into more targeted, relevant ad groups. • Improve CTR, Quality Score, Conversion Rates with just one click! 15

Summary: The 5 Metrics That Matter for PPCA. Focus on the 5 PPC Metrics that matter: • Quality Score • Click-Through Rate • Account Activity • Long-Tail Keyword Optimization • Negative Keyword UsageB. Leverage tools and automation to enable PPC best practices to improve your return on investment (ROI) on paid search 16

Buy Xena Warrior Princess Chakram1.) Headline with Call To Action 2.) Demonstration 3.) Value 4.) Support Wow! The free shipping got here in two days! - Happy McCustomer 5.) Action CONFIDENTIAL – DO NOT DISTRIBUTE 17

Will It Bounce? Check Message Match CONFIDENTIAL – DO NOT DISTRIBUTE 18

Conversion Starts Test Layout & Call to Action CONFIDENTIAL – DO NOT DISTRIBUTE 19

Conversion CompletionTest Call to Action, Form Length, & Eliminate Coupon Codes CONFIDENTIAL – DO NOT DISTRIBUTE 20

Abandonment Rate CONFIDENTIAL – DO NOT DISTRIBUTE 21

Cost Per ActionImprove PPC Factors or Conversion Factors CONFIDENTIAL – DO NOT DISTRIBUTE 22

Summary of Metrics Bounce Rate Conversion Starts Conversion Completions Abandonment Rate Cost Per Action CONFIDENTIAL – DO NOT DISTRIBUTE 23

CONFIDENTIAL – DO NOT DISTRIBUTE 24

Special Offers• Unbounce – 30 day free trial – 50% off for 3 months with promo code WSwebinar503 – Get started at http://try.unbounce.com/with- wordstream/• WordStream – Grade your account – Then get a free account assessment with one of our Search experts – We’ll help you identify missed opportunities and more CONFIDENTIAL – DO NOT DISTRIBUTE 25

Live Poll Question #2Q: Would you like…• A free AdWords account audit and help in understanding your score with a certified AdWords Professional• A demo of WordStream PPC Advisor 26

Your Questions Thank you for attending WordStream and Unbounce’s webinar on: 10 Metrics for PPC & Landing Pages That Help You Make More Money. #ppcmetrics Evaluate your ppc campaings today! http://www.wordstream.com/google-adwords Learn more about Unbounce: http://try.unbounce.com/with-wordstream Or contact us directly: Carlos del Rio carlos@unbounce.com Larry Kim lkim@wordstream.com 27

10 Metrics for PPC and Landing Pages That Help You Make More Money

by Internet Marketing Software - WordStream on Aug 21, 2012

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10 Metrics for PPC and Landing Pages That Help You Make More Money Presentation Transcript