WordStream & Acquisio present: The 8 PPC Metrics That Matter


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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.

We believe that there are eight core metrics that provide an excellent overview of the performance of your AdWords campaigns. In this webinar you'll learn:

*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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WordStream & Acquisio present: The 8 PPC Metrics That Matter

  1. 1. Acquisio & WordStreamWebinar: The 8 Metrics ThatMatter for PPCAlexandre Pelletier, Director of Marketing, AcquisioLarry Kim, Founder, CTOAdam Shain, Product ManagerOctober 19, 2011
  2. 2. Do you understand these terms? Question: Which are the most important key metrics to focus on in your account? CONFIDENTIAL – DO NOT DISTRIBUTE 2
  3. 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• Acquisio & WordStream Case Study!• Questions & Answers 3
  4. 4. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #ppcmetrics in your Twitter tweets, Google+ status updates, etc. 4
  5. 5. Speaker Introductions• Larry Kim – Founder, CTO, WordStream, Inc. – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet!• Adam Shain – Product Manager, Search Marketing Expert – MBA from Babson• Alexandre Pelletier – Director of Marketing, Acquisio – Veteran Online Marketer! 5
  6. 6. Live-Poll QuestionQuestion: Which of the following two AdWords Metricswould you say are the most important for managing yourGoogle AdWords Search campaigns? (Pick only 2 Please)#ppcmetricsa) Clicks (Cost, Cost-Per-Click)b) Quality Score (Click-Through-Rate)c) Conversions (Cost Per Conversion, Conversion Rate)d) Search Query Reporte) Impression Share Report 6
  7. 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 7
  8. 8. Introducing the AdWords Performance 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) 8
  9. 9. AdWords 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 9
  10. 10. 5 AdWords Tips from Outstanding AdWords Marketers• Get Familiar with Your Search Query Report• Focus on Relevance• Get Sufficient Data for Analysis• Split Ad Groups Frequently• Make Note of What Works in Your Account 10
  11. 11. 3 AdWords Worst-Practices & Attitudes to Avoid• Defensiveness. Closed-mindedness.• Excuses for poor account performance.• Apathy. Low account activity. 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. 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. 13
  14. 14. 2. Use SavingsAlerts™ from WordStream to Eliminate JunkKeywords• 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!™ 14
  15. 15. 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. 15
  16. 16. 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! 16
  17. 17. Acquisio & WordStream Case Study!Presented by Alexandre Pelletier - Director, MarketingAcquisio 17
  19. 19. Acquisio OverviewThe leading performance media platform for agencies, Acquisio helps agencymarketers buy, track, manage, optimize, retarget, and report on mediaacross all channels—including search, social, and display media. Search Social Display Tracking C L I C K S Acquisio White Label Platform Client Client Client Client Client AGENCY
  20. 20. 2ND LAW MEDIA• Using Acquisio platform for automation and reporting• Tested WordStream in August campaigns for 3 clients using: • Quality Score • Negative Keyword Usage• For more information Tim Hamick Managing Principal 2ndLAW Media 214-379-4322 tim.hamick@secondlawmedia.com
  21. 21. Surgery Center• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 81k to 66k• Conversion up from 68 to 89• Conversion rate up from 4% to 7%
  22. 22. Medical Center (Recruiting Campaign)• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 82k to 69k• Conversion up from 90 to 115• Conversion rate up from 7% to 11%
  23. 23. Weight Loss Practitioner• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 340k to 171k• Conversion up from 73 to 135• Conversion rate up from 2% to 4%• Average Position down from 1.35 to 3.48
  24. 24. Case Study Take Away• Uncover new opportunities by looking at new metrics• Automation tool helps you implement changes across thousand of keywords• Don’t be fooled by intuition, let the numbers speak!
  25. 25. Webinar 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 to do the work for you!) 25
  26. 26. Live Poll Question #2Q: Would you like us to follow up with you regardingWordStream or Acquisio services and softwaresolutions? #ppcmetrics 26
  27. 27. Your Questions Thank you for attending Acquisio & 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 Learn more about Acquisio: http://www.acquisio.com Or contact us directly: Alexandre Pelletier apelletier@acquisio.com Adam Shain ashain@wordstream.com 27