www.verticalmeasures.com
PRESENTER: Zach Etten,
Director of PPC Advertising
@Zach_Etten
www.verticalmeasures.com @Zach_Etten
www.letsgraph.com
www.verticalmeasures.com
WHAT MAKES A PPC
REPORT IMPORTANT?
• It tells the right story (KPI focused)
1. Define your busine...
www.verticalmeasures.com
WHY IS ACTIONABLE
DATA SO IMPORTANT?
Data enables us to analyze.
Actionable data enables us optim...
www.verticalmeasures.com
SEARCH TERM REPORT
How to find it:
Keywords > Details > Search Terms > All
@Zach_Etten
www.verticalmeasures.com
SEARCH TERM REPORT
What it tells us:
The search queries users are actually searching for
@Zach_Et...
www.verticalmeasures.com
SEARCH TERM REPORT
Why it’s useful:
• Negative keyword research
• Search research
• SEO keyword r...
www.verticalmeasures.com
AUCTION INSIGHTS REPORT
How to find it:
Keywords > Details > Auction Insights > All
@Zach_Etten
www.verticalmeasures.com
AUCTION INSIGHTS REPORT
What it tells us:
Which competitors are also advertising on
your keywords...
www.verticalmeasures.com
AUCTION INSIGHTS REPORT
Why it’s useful:
• Competitive Research
@Zach_Etten
www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
How to find it:
Campaigns (AGs, Ads, KWs) > Columns > Google Analytics
@Z...
www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
What it tells us:
How visitors interact with your website
@Zach_Etten
www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
Why it’s useful:
• Learn which landing pages are performing well
and whic...
www.verticalmeasures.com
CONVERSION TIME LAG REPORT
How to find it:
Tools > Conversions > Search Funnels > Time Lag
@Zach_...
www.verticalmeasures.com
CONVERSION TIME LAG REPORT
What it tells us:
How long it takes visitors to convert
@Zach_Etten
www.verticalmeasures.com
CONVERSION TIME LAG REPORT
Why it’s useful:
• Longer sales cycles typically indicate the need for...
www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Time > Day of th...
www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
What it tells us:
Performance segmented by each day of the week
@Zach_...
www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
Why it’s useful:
• Day of the week bid adjustments
• Many campaigns pe...
www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Time > Hour of Day
@...
www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
What it tells us:
Performance segmented by each hour of the day
@Zach_Etten
www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
Why it’s useful:
• Hour of the day bid adjustments
• Many campaigns perfor...
www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Top vs. Other
@Z...
www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
What it tells us:
How performance varies from top of page ads vs other...
www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
Why it’s useful:
• Shows the importance of having ads on the top of
th...
www.verticalmeasures.com
#1 MOST OFTEN OVERLOOKED
REPORT THAT CAN SAVE YOU
$1,000S IN UNDER 5 MINUTES.
@Zach_Etten
www.verticalmeasures.com
SEGMENT BY DEVICE
How to find it:
Campaigns (Ad Groups, Ads, Keywords) > Segment > Device
@Zach_E...
www.verticalmeasures.com
SEGMENT BY DEVICE
What it tells us:
Performance by user device
@Zach_Etten
www.verticalmeasures.com
SEGMENT BY DEVICE
Why it’s useful:
• Visitors on different devices perform differently
• Mobile b...
www.verticalmeasures.com
PUT THESE REPORTS TO WORK
Set an Adwords reporting schedule:
Have a reporting schedule
a. Email a...
www.verticalmeasures.com
QUESTIONS?
Contact: 888-476-1881
www.VerticalMeasures.com
@Zach_Etten
www.verticalmeasures.com
NEXT WEBINAR…
Link Building Strategies That
Move the Needle
Learn about:
• How to earn links
• Ad...
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Stop Wasting Money: The Most Important PPC Reports You’re Not Using

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Live webinar recording: http://vert.ms/PPCreports
Are your campaigns performing “just okay” but you can never seem to get them over the hump? Adwords provides an incredible wealth of data but most advertisers never take advantage. Learn how to easily identify wasted ad spend to lower cost-per-conversion and find opportunities to maximize conversion volume.

In this presentation, you’ll learn:
-A 5 minute analysis that can save you $1,000s!
-The importance of a reporting calendar
-Complete Adwords report overview

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Stop Wasting Money: The Most Important PPC Reports You’re Not Using

  1. 1. www.verticalmeasures.com PRESENTER: Zach Etten, Director of PPC Advertising @Zach_Etten
  2. 2. www.verticalmeasures.com @Zach_Etten www.letsgraph.com
  3. 3. www.verticalmeasures.com WHAT MAKES A PPC REPORT IMPORTANT? • It tells the right story (KPI focused) 1. Define your business goals 2. Define your Adwords KPIs 3. Determine which reports are necessary • It’s ACTIONABLE @Zach_Etten
  4. 4. www.verticalmeasures.com WHY IS ACTIONABLE DATA SO IMPORTANT? Data enables us to analyze. Actionable data enables us optimize. @Zach_Etten
  5. 5. www.verticalmeasures.com SEARCH TERM REPORT How to find it: Keywords > Details > Search Terms > All @Zach_Etten
  6. 6. www.verticalmeasures.com SEARCH TERM REPORT What it tells us: The search queries users are actually searching for @Zach_Etten
  7. 7. www.verticalmeasures.com SEARCH TERM REPORT Why it’s useful: • Negative keyword research • Search research • SEO keyword research • Content marketing ideation @Zach_Etten
  8. 8. www.verticalmeasures.com AUCTION INSIGHTS REPORT How to find it: Keywords > Details > Auction Insights > All @Zach_Etten
  9. 9. www.verticalmeasures.com AUCTION INSIGHTS REPORT What it tells us: Which competitors are also advertising on your keywords Remember: Ad position is not a competition. Bid what you can afford to and then work to improve conversion rate so you can afford more! @Zach_Etten
  10. 10. www.verticalmeasures.com AUCTION INSIGHTS REPORT Why it’s useful: • Competitive Research @Zach_Etten
  11. 11. www.verticalmeasures.com GOOGLE ANALYTICS REPORT How to find it: Campaigns (AGs, Ads, KWs) > Columns > Google Analytics @Zach_Etten
  12. 12. www.verticalmeasures.com GOOGLE ANALYTICS REPORT What it tells us: How visitors interact with your website @Zach_Etten
  13. 13. www.verticalmeasures.com GOOGLE ANALYTICS REPORT Why it’s useful: • Learn which landing pages are performing well and which need improvement @Zach_Etten
  14. 14. www.verticalmeasures.com CONVERSION TIME LAG REPORT How to find it: Tools > Conversions > Search Funnels > Time Lag @Zach_Etten
  15. 15. www.verticalmeasures.com CONVERSION TIME LAG REPORT What it tells us: How long it takes visitors to convert @Zach_Etten
  16. 16. www.verticalmeasures.com CONVERSION TIME LAG REPORT Why it’s useful: • Longer sales cycles typically indicate the need for additional touch-points • Remarketing Campaign • Email Marketing Campaign • Content Marketing • Social Media (not that these are unimportant for shorter sales cycles!)
  17. 17. www.verticalmeasures.com SEGMENT BY DAY OF THE WEEK How to find it: Campaigns (AGs, Ads, KWs) > Segment > Time > Day of the week @Zach_Etten
  18. 18. www.verticalmeasures.com SEGMENT BY DAY OF THE WEEK What it tells us: Performance segmented by each day of the week @Zach_Etten
  19. 19. www.verticalmeasures.com SEGMENT BY DAY OF THE WEEK Why it’s useful: • Day of the week bid adjustments • Many campaigns perform very differently depending on the day of the week @Zach_Etten
  20. 20. www.verticalmeasures.com SEGMENT BY HOUR OF DAY How to find it: Campaigns (AGs, Ads, KWs) > Segment > Time > Hour of Day @Zach_Etten
  21. 21. www.verticalmeasures.com SEGMENT BY HOUR OF DAY What it tells us: Performance segmented by each hour of the day @Zach_Etten
  22. 22. www.verticalmeasures.com SEGMENT BY HOUR OF DAY Why it’s useful: • Hour of the day bid adjustments • Many campaigns perform very differently depending on the time of day @Zach_Etten
  23. 23. www.verticalmeasures.com SEGMENT BY “TOP VS. OTHER” How to find it: Campaigns (AGs, Ads, KWs) > Segment > Top vs. Other @Zach_Etten
  24. 24. www.verticalmeasures.com SEGMENT BY “TOP VS. OTHER” What it tells us: How performance varies from top of page ads vs other ads @Zach_Etten
  25. 25. www.verticalmeasures.com SEGMENT BY “TOP VS. OTHER” Why it’s useful: • Shows the importance of having ads on the top of the page • Shows the importance of improving conversion rate so you can afford ads on the top of the page @Zach_Etten
  26. 26. www.verticalmeasures.com #1 MOST OFTEN OVERLOOKED REPORT THAT CAN SAVE YOU $1,000S IN UNDER 5 MINUTES. @Zach_Etten
  27. 27. www.verticalmeasures.com SEGMENT BY DEVICE How to find it: Campaigns (Ad Groups, Ads, Keywords) > Segment > Device @Zach_Etten
  28. 28. www.verticalmeasures.com SEGMENT BY DEVICE What it tells us: Performance by user device @Zach_Etten
  29. 29. www.verticalmeasures.com SEGMENT BY DEVICE Why it’s useful: • Visitors on different devices perform differently • Mobile bid adjustments @Zach_Etten
  30. 30. www.verticalmeasures.com PUT THESE REPORTS TO WORK Set an Adwords reporting schedule: Have a reporting schedule a. Email and schedule reports in Adwords b. Set calendar reminders to run reports @Zach_Etten
  31. 31. www.verticalmeasures.com QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com @Zach_Etten
  32. 32. www.verticalmeasures.com NEXT WEBINAR… Link Building Strategies That Move the Needle Learn about: • How to earn links • Advanced search techniques • Real world case studies • Tools and resources Register: www.verticalmeasures.com/webinars 10Apr 11am PST 2pm EST Kaila Strong Director of Client Strategy Vertical Measures
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