Webmarketing123: 6 Paid Search Metrics To Master 08-18-2011

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,812
On Slideshare
808
From Embeds
1,004
Number of Embeds
3

Actions

Shares
Downloads
12
Comments
0
Likes
0

Embeds 1,004

http://www.webmarketing123.com 872
http://www.webmarketing123.rsvp1.com 102
http://127.0.0.1 30

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 6 Paid Search Metrics That MatterMaster these PPC metrics to stay one step ahead of the restDial: +1 (646) 558-2120Access Code: 143-758-280 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary PPC Ad Audit. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 4. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 5. 1 Conversation Rate Definition of Conversion Rate (CVR) Conversions Conversion Rate Total Clicks Tip: Don’t just focus on Click-Through Rate (CTR) #wm123 @bradleywjoe
  • 6. 2 Conversion Rate (CVR) CVR makes an impact near the end of the search “funnel” Impressions Clicks Conversion Rate is calculated here Conversions $ #wm123 @bradleywjoe
  • 7. 1 How to Improve CVR A core element of all paid search performance The main ways to improve conversion rate:  Landing page optimization (LPO) o Google Website Optimizer  Prequalifying in Ad Copy #wm123 @bradleywjoe
  • 8. 1 Improving Your CVR: Landing Page Optimization Improving your user experience Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step? Has your Primary Objective established Visual Priority? Is the size of elements relative to importance? Have you considered visitor’s logical eye path? Have you optimized your lead forms? Is all information absolutely necessary? #wm123 @bradleywjoe
  • 9. 1 Improving Your CVR: Landing Page Optimization Make your business solution compelling• Capture the theme• Have a call-to-action• Experiment with copy variations• Simplify navigation• Include a clear offer or incentive #wm123 @bradleywjoe
  • 10. 1 Improving Your CVR: Google Website Optimizer Usability testing removes the guess work and replaces with actual visitor data• What Conversion Optimization Does: • Determines what will convert at the highest rate • Predicts with 95% confidence that winner will increase conversion rate #wm123 @bradleywjoe
  • 11. 1 Improving Your CVR: Prequalify in Ad Copy Screen out traffic to ensure only qualified visitors click on your ad #wm123 @bradleywjoe
  • 12. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 13. 2 Average Rank What it is and why it’s important Definition: Your ad’s average position on a search engine during a period of time Why It Matters: Rank Volume However, advertisers pay a premium for higher position #wm123 @bradleywjoe
  • 14. 2 Average Rank on the Display Network This metric behaves differently on the GDN Rank is not very useful on the GDN Bidding up can actually make this metric go down! Why?  Being eligible for new search auctions  Being eligible for new GDN sites #wm123 @bradleywjoe
  • 15. 2 Average Rank Myths Common misconceptions regarding average position Myth: I need to rank in the first position for all my keywords Fact: Lowering your position can lead to more efficient conversions Why:  Quality of users does not change, only volume and price does  CVR does not change based on position http://adwords.blogspot.com/2009/08/conversion-rates-dont-vary-much-with- ad.html #wm123 @bradleywjoe
  • 16. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 17. 3 Actions Per Impression Hidden gem for ad testing Actions  Combines both CTR and CVR into a single metric Impressions  Helps reconcile problem on uneven ad serving #wm123 @bradleywjoe
  • 18. 3 Actions Per Impression (cont.) Best practices when using this metric Remember to set ad serving to “even” for proper testing! #wm123 @bradleywjoe
  • 19. 3 Actions Per Impression (cont.) Best practices when using this metric Remember to set ad serving to “even” for proper testing! #wm123 @bradleywjoe
  • 20. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 21. 4 Quality Score: The Basics A crucial element of a successful account What It Is: A measure of relevancy that Google uses to determine ad performance and cost Ads Keywords Website #wm123 @bradleywjoe
  • 22. 4 Why Quality Score Matters Large impact on overall performance of account Quality Score (QS) affects three main elements: Costs QS CPC Ad Eligiblity Ad Position #wm123 @bradleywjoe
  • 23. 4 Improving Quality Score Improve your CTR! Copyright Symbol Incentives Ad Extensions #wm123 @bradleywjoe
  • 24. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 25. 5 Impression Share One of the few competitive metrics available What It Is: Represents the percentage of times your ads were shown out of the total available impressions your ads were eligible to appear for #wm123 @bradleywjoe
  • 26. 5 Lost Impression Share Due to Budget Percentage of impressions not received due to insufficient budget What This Means:  Lost opportunity due to budget capping! How to Fix:  Adjust bids so you are no longer hitting cap OR  Increase your caps #wm123 @bradleywjoe
  • 27. 5 Lost Impression Share Due to Rank Percentage of impressions not received due to low ad rank What This Means:  Your ads now showing up due to low ad position How to Fix:  Opportunity for more volume if you can afford to bid up OR  Improve the quality of your ads #wm123 @bradleywjoe
  • 28. Webinar Agenda 1 Conversion Rate 2 Average Rank 3 Action Per Impression 4 Quality Score 5 Impression Share 6 Relative CTR #wm123 @bradleywjoe
  • 29. 6 Relative Click-Through Rate (CTR) Another competitive metric Defined: Measure of how your ads are performing in the Display Network compared to other advertiser’s ads that are appearing on the same websites Your CTR Relative CTR CTR of All Other Advertisers on That Placement #wm123 @bradleywjoe
  • 30. 6 Relative Click-Through Rate (CTR) Using relative CTR to your advantage Why Relative CTR Matters: Shows where to concentrate your optimization efforts How Relative CTR is Measured: 1.0 is average 1.5 = 50% better than competition 0.5 = 50% worse than competition #wm123 @bradleywjoe
  • 31. 5 Key Takeaways• Focus on improving your relevancy to a searcher’squery• Competitive metrics are available that help guideyour optimization efforts• Master the conversion metrics that will have ameaningful impact on your business #wm123 @bradleywjoe
  • 32. Thank You!
  • 33. Register for a Customized PPC Analysis Today! PPC Ad Audit:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Google Ad-Extensions: Sitelinks, Extended Headlines, and more. Properly use Google’s new ad formats and increase your CTR by as much as 30%! PPC Campaign Tune-Up:  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts.  Improve Campaign Structure: You can only go as far as your foundation. Are your campaigns optimized to increase relevance, clarity, and effectiveness? Type Your Interest into the Q&A Now OR Contact Us: ppc@webmarketing123.com #wm123 @bradleywjoe