Knowing how your account(s) is performing is key. I have a solution to audit your account that won’t cost you a dime and will only take 60 seconds- our FREE TOOL, the AdWords Performance Grader. The grader has analyzed over 70,000 unique accounts and $5.5 billion of unique spend which enabled us to conduct focus groups to discover what data is most important and helpful to YOU. In our webinar, The Newest Way to Audit Your PPC Account, I will walk you through our redesigned award winning AdWords Performance Grader.

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The Newest Way to Audit your
PPC Account
Live Demo of the Totally New AdWords Grader!
WordStream Webinar
August 4, 2015

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www.wordstream.com/learn
Want to get smart in paid search?

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Join the conversation on Twitter
@WordStream
@LarryKim
@larrykim

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Meet Your Presenter
Larry Kim (@larrykim)
• Founder of WordStream &
#ppckid
• Been doing PPC & SEO
for over 10 years
• Voted #1 PPC expert from
PPC Hero for Last 3 Years!
@larrykim

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Today’s Agenda
• Why Audit Your AdWords
Account?
• Examples of ..
• The TOP 5% of account
that are crushing AdWords
• Accounts that are sinking &
in desperate need of a life-
raft
• A guided tour of the Free
AdWords Grader
@larrykim

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Live Poll: Have You Ever Audited Your
AdWords Account?
• What’s an AdWords Audit?
• Not yet, but I’m interested in
learning about how my AdWords
Account is doing
• Yes! Every few months or so.
@larrykim

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Why Audit a PPC Account??

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a) Ad A
• 32,423 Impressions
• 453 clicks (1.4% CTR)
• Average Position: 2.8
b) Ad B
• 36,223 Impressions
• 760 clicks (2.1% CTR)
• Average Position: 3.0
Assumptions:
• Both ads were running during the same time period
(last 7 days), ads “rotating” evenly on the Google
Search Network.
Pop Quiz: Which Ad Wins?

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Trick Question! Both Ads Suck.
• Neither ad is worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg.
Position.
• Why?

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What’s a Good Search CTR?
@larrykim
(Account Avg. CTR’s)
Average CTR for
Position 3 is
Around 3%

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PPC Benchmarks Vary Greatly By Industry

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Forrest vs. Trees

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How do You Know if These Metrics
are Good or Not?

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How am I Doing vs. My
Competitors, Over Time?

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Meet The Free AdWords Grader

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The World’s Most Amazing PPC Audit Tool

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Connects to AdWords to Generate
Personalized PPC Audit

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Competitive Benchmarks vs. Your Competition
• We compare your account
to other accounts with
similar…
• Spend
• Industry
• Country

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Kind of Like Zillow, But for PPC Accounts

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Live Demo Time!

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A Quick Note About “Donkeys” vs. “Unicorns”
(and Why I Obsess Over Them)

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Ad Click Through Rates:
Winners vs. Losers
@larrykim
Source: WordStream Customer Data. Not Official Google Data.

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Donkey VS. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50%
Below Expected
CTR
Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns

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Donkey VS. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50%
Below Expected
CTR
Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns

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The Top 10% of Accounts Have 3-5x Higher
Conversion Rates
@larrykim
Source: WordStream Customer Data. Not Official Google Data.

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Be a Unicorn Among a Sea
of Donkeys

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Key Summary

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Summary: PPC Audits Provide..
1. Context: AdWords is competitive. How am I doing vs. other
companies like me? What am I doing in my account?
2. Highlight Areas of Strength and Weakness: Where should I
be focusing my efforts?
3. Trends: How am I doing relative to the competitive landscape
over time? Are my optimization efforts working?
4. Competition: PPC marketing is competitive. Be a Unicorn,
not a donkey.
@larrykim

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@larrykim
Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC

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Questions?
Email: support@wordstream.com
Phone: (617) 963-0555 x2
@larrykim
@larrykim