Webinar: The 8 Metrics That Matter for PPC


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For more information, visit: http://www.wordstream.com

As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.

Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.

In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:

- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing

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Webinar: The 8 Metrics That Matter for PPC

  1. 1. Webinar:The 8 Metrics That Matterfor PPCLarry Kim, WordStreamSam Owen, Writer and account manager at PPC Hero &Hanapin MarketingNovember 15, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Speaker Introductions• 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• Sam Owen – Account Manager, Hanapin Marketing – 3 Years of PPC Experience in the UK and US – Regular contributor for PPC Hero & 2
  3. 3. Do you understand these terms? Question: Which are the most important key metrics to focus on in your account? CONFIDENTIAL – DO NOT DISTRIBUTE 3
  4. 4. 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
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #ppcmetrics in your Twitter tweets, Google+ status updates, etc. 6
  7. 7. 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 7
  8. 8. 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 8
  9. 9. 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 9
  10. 10. 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 10
  11. 11. 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 11
  12. 12. 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. 12
  13. 13. 5 AdWords Tips from Hanapin Marketing• We asked Hanapin Marketing’s PPC Hero writers for their top AdWords tips.• We asked the team what strategies they use to get such great results from PPC.• The following are our top five actionable tips. 13
  14. 14. Tip 1: Group Your Data to Get the Big Picture“I find that its crucial to look across different campaign typesto get a good sense of your account.Ive learned valuable lessons about landing pages(performance across search and display can vary widely) orad text (certain types of display campaigns respond well toquestions while others dont) using a handful of campaigngroupings that I tailor to each of my different accounts.”– Sean Quadlin, PPC Hero. 14
  15. 15. Tip 2: Look at Your Keywords in New Ways“Pivot tables, pivot tables, pivot tables! Combine these withany PPC metric for some great actionable data.Ive found these to be particularly helpful when analyzingsearch queries and determining the amount of spend and/orconversions that might be affected by adding a proposednegative keyword.The sheer versatility of this tool makes it an excellent way tobreakdown and analyze your PPC data sheets.”–Dave Rosborough, PPC Hero. 15
  16. 16. Tip 3: Build a Strong Keyword List"When youre performing keyword research, the best answerI can give you is to take a good, long look at your accountand think about what might be missing.Its usually something obvious - so utilize your co-workers, afresh set of eyes, Googles Keyword Tool, the WordStreamsKeyword Niche Finder and your Search Query Reports togenerate new ideas for campaigns and ad groups.Its always helped me to template keyword builds out, so thatI can iterate on new keyword ideas and generate themquickly!”– Eric Couch, PPC Hero 16
  17. 17. Tip 4: Know Which Metrics Define Your Success"I like to look at not just CTR or conversion rate when judgingad performance. I divide total impressions by totalconversions for each ad to see how many impressions ittakes to get one conversions.”– Jeff Allen, PPC Hero 17
  18. 18. Tip 5: Give Yourself a Head Start“Too many people forget that a good PPC account is onlyhalf the battle! Devote time to landing page and conversionrate testing.Having the best converting website is like being a racecardriver in the fastest car – you aren’t guaranteed to win, but itsure makes it easier.”– Sam Owen, PPC Hero 18
  19. 19. Improving Your AdWords Account Metrics• To improve account performance, leverage intelligent automation or professional account management to enable best practices around key metrics.• WordStream provides powerful tools and automated algorithms that can help you improve on your account metrics.• Hanapin can provide one-on-one assistance and even account management to improve your account metrics. 19
  20. 20. 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. 20
  21. 21. 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!™ 21
  22. 22. 3. Target Mid & Long Tail Keywords and Negatives withWordStream • Leverage WordStream Trillion-Keyword Database™ and Powerful automated algorithms • Discovers profitable, relevant mid & long-tail keywords that you may have missed out on. 22
  23. 23. Keyword Expansion in WordStream 23
  24. 24. Negative Keyword Research in WordStream 24
  25. 25. 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! 25
  26. 26. 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 Hanapin Marketing to do the work for you!!) 26
  27. 27. 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/demo of WordStream PPC Advisor• A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend). 27
  28. 28. Your Questions Thank you for attending WordStream & Hanapin Marketing’s webinar on: The 8 Metrics That Matter for PPC. #ppcmetrics Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing http://www.hanapinmarketing.com/solutions- blueprint-sign-up Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Sam Owen http://twitter.com/SamOwenPPC 28