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

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

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Live webinar recording: http://vert.ms/PPCreports ...

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

    • 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 business goals 2. Define your Adwords KPIs 3. Determine which reports are necessary • It’s ACTIONABLE @Zach_Etten
    • www.verticalmeasures.com WHY IS ACTIONABLE DATA SO IMPORTANT? Data enables us to analyze. Actionable data enables us optimize. @Zach_Etten
    • 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_Etten
    • www.verticalmeasures.com SEARCH TERM REPORT Why it’s useful: • Negative keyword research • Search research • SEO keyword research • Content marketing ideation @Zach_Etten
    • 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 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
    • 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 @Zach_Etten
    • 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 which need improvement @Zach_Etten
    • www.verticalmeasures.com CONVERSION TIME LAG REPORT How to find it: Tools > Conversions > Search Funnels > Time Lag @Zach_Etten
    • 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 additional touch-points • Remarketing Campaign • Email Marketing Campaign • Content Marketing • Social Media (not that these are unimportant for shorter sales cycles!)
    • 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
    • www.verticalmeasures.com SEGMENT BY DAY OF THE WEEK What it tells us: Performance segmented by each day of the week @Zach_Etten
    • 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
    • www.verticalmeasures.com SEGMENT BY HOUR OF DAY How to find it: Campaigns (AGs, Ads, KWs) > Segment > Time > Hour of Day @Zach_Etten
    • 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 perform very differently depending on the time of day @Zach_Etten
    • www.verticalmeasures.com SEGMENT BY “TOP VS. OTHER” How to find it: Campaigns (AGs, Ads, KWs) > Segment > Top vs. Other @Zach_Etten
    • 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
    • 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
    • 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_Etten
    • 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 bid adjustments @Zach_Etten
    • 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
    • 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 • 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