PPC Metrics that Matter with Perry Marshall

Webinar: The 8 Metrics ThatMatter for PPCPerry Marshall, Founder, PerryMarshall.comLarry Kim, Founder, CTOMarch 7, 2012

Speaker Introductions• Perry Marshall – Perry Marshalls books on Google AdWords are the most popular in the world.• 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 2

Do you understand these terms? Question: Which are the most important key metrics to focus on in your account? CONFIDENTIAL – DO NOT DISTRIBUTE 3

Today’s Agenda• The 8 PPC account metrics that matter & why.• Introducing the Free AdWords Performance Grader for measuring your account’s key metrics• AdWords Clinic! A review of real, best & worst- scoring AdWords accounts• Actionable best-practices (and PPC worst-practices to avoid!)• How to go about improving your PPC metrics• Questions & Answers 4

Take Part in Live Blogging on Twitter / Google+• Include the hashtag #ppcmetrics in your Twitter tweets, Google+ status updates, etc. 5

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

Live-Poll Question 2How long have you been involved with Search Marketing?#ppcmetricsa) Less than 1 Yearb) 1-3 Yearsc) 3-5 Yearsd) 5+ Years 7

The 8 Key Metrics that Define Your AdWords PerformanceAt WordStream, we believe that you can get a sense for thehealth of a an AdWords account by measuring the followingmetrics 8 Metrics:1. Quality Score2. Click-Through Rate3. Impression Share4. Account Activity5. Long-Tail Keyword Optimization6. Negative Keyword Usage7. Ad-Text Metrics8. Conversion Rate & Landing Page Metrics 8

Introducing the AdWords Grader!• 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)• http://www.wordstream.com/google -adwords 9

AdWords Clinic Time!• 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

5 AdWords Tips from Outstanding AdWords Marketers• We interviewed search marketers who received remarkably high scores• We asked these high scorers what strategies they use to get such great results from PPC• The following are the top five actionable tips from these AdWords experts! 11

Tip 1: Get Familiar with Your Search Query Report“I pay a lot of attention to the search query report – thatshows you what keywords people use to find you, and it’sinvaluable for finding keywords to add and negativekeywords to set,”– Rick Archer, Search Summit. 12

Tip 2: Focus on Relevance“Always be relevant, create relevant campaigns and give theuser the answer to his query as precisely as you can. Theremust be extreme relevance between keywords, ad text andlanding page content. Narrowly focused ad groups, each onea variation of a single keyword…… I focus on getting higher scores (by increasing CTR,optimizing keywords, ads and landing pages)… with highQuality Scores I pay less per click. I always try to get higherQuality Scores than 6.”–Marko Kvesic, GoTraffic Online Marketing Agency 13

Tip 3: Get Sufficient Data for Analysis"Bid high initially so that you can get into the second or thirdspot…this will give you plenty of data to analyze so that youcan optimize appropriately; next:• Keep track of conversions, cost per conversion and value per conversion• Adjust bidding to meet a cost per conversion• Optimize ads and try to improve conversion rates.“…it can take quite some time to gather statisticallysignificant data since search volume for each keyword nichemay be low.”–Stefan van Vliet, Compass Online Marketing 14

Tip 4: Make Note of What Works in Your Account“make notes of what you do. Note date, current position,CTR, etc. and of course actions taken. This will keep thingsorganized and help you see the effect of your actionsimmediately… When you know what brings about a positivechange in your results, you’re more likely to repeat thosesuccesses.”–Stefan van Vliet, Compass Online Marketing 15

Tip 5: PEEL & STICK“taking either off- topic or super-performing keywords andsplitting them off into their own group. Its the mother strategyfor account cleanup!” – Perry Marshall –PerryMarshall.com 16

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. 17

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. 18

2. Use WordStreamTwenty-Minute PPC Work Week• We find all the low hanging fruit in your account• You just review / approve the findings.• Quick. Easy. Powerful.• 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ 19

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. 20

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! 21

Summary: The 8 Metrics That Matter for PPCA. Focus on the 8 PPC Metrics that matter: • Quality Score, Click-Through Rate, Impression Share, Account Activity, Long-Tail Keyword Optimization, Negative Keyword Usage, Ad-Text Metrics, Conversion Rate & Landing Page MetricsB. Leverage tools and automation to enable PPC best practices which will improve your return on investment (ROI) on paid searchC. The best PPC accounts take time to build and maintain. It’s an ongoing process. For best results, dedicate at least 20 minutes / week towards AdWords account optimization (or get WordStream or Perry Marshall to do the work for you!!) 22

Live Poll Question #2Q: Would you like…• A free AdWords account audit and help in understanding your score with a certified AdWords Professional• A free trial of WordStream PPC Advisor• A demo of WordStream PPC Advisor• AdWords Training Information from Perry Marshall! 23

Your Questions Thank you for attending WordStream’s webinar on: The 8 Metrics That Matter for PPC. #ppcmetrics Evaluate your account against the 8 PPC metrics that matter today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Perry Marshall http://twitter.com/PerryMarshall 24

PPC Metrics that Matter with Perry Marshall

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