Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Metrics for PPC and Landing Pages That Help You Make More Money


Published on

For more information, visit:

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 you'll learn:

-The 5 most important metrics for landing page optimization
- 5 key metrics for measuring PPC performance
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing and how you can improve them

Published in: Technology, Business
  • Be the first to comment

10 Metrics for PPC and Landing Pages That Help You Make More Money

  1. 1. Webinar:10 Metrics for PPC &Landing Pages That HelpYou Make More MoneyLarry Kim, WordStreamCarlos del Rio, UnbounceAugust 21, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  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• 5 Top metrics for PPC campaigns (Larry) – Why they matter – How to Rate your Performance• 5 Important Metrics for Landing Pages (Carlos) – Why they matter – How you can improve them• Questions & Answers 3
  4. 4. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #keymetrics in your Twitter tweets, Google+ status updates, etc. 4
  5. 5. Speaker Introductions• Carlos Del Rio – Director of Conversion Analysis & Digital Strategy – Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media• 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 5
  6. 6. Live Poll Question #1Question: Which of the following AdWords Metrics wouldyou say are the most important for managing your GoogleAdWords Search campaigns?a) Clicks, Cost, Cost-Per-Clickb) Quality Score, Click-Through-Ratec) Conversions, Cost Per Conversion, Conversion Rated) Search Query Reporte) Impression Share Report 6
  7. 7. The 5 Key Metrics that Define Your AdWords PerformanceAt WordStream, we believe that you can get a sense for thehealth of an AdWords account by measuring just 5 keymetrics:1. Quality Score2. Click-Through Rate3. Account Activity4. Long-Tail Keyword Optimization5. Negative Keyword Usage 7
  8. 8. Grade Yourself!• Baseline your performance• 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. What will you learn? CONFIDENTIAL – DO NOT DISTRIBUTE 9
  10. 10. 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 10
  11. 11. 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. 11
  12. 12. 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. 12
  13. 13. 2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords• 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!™ 13
  14. 14. 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. 14
  15. 15. 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! 15
  16. 16. Summary: The 5 Metrics That Matter for PPCA. Focus on the 5 PPC Metrics that matter: • Quality Score • Click-Through Rate • Account Activity • Long-Tail Keyword Optimization • Negative Keyword UsageB. Leverage tools and automation to enable PPC best practices to improve your return on investment (ROI) on paid search 16
  17. 17. Buy Xena Warrior Princess Chakram1.) Headline with Call To Action 2.) Demonstration 3.) Value 4.) Support Wow! The free shipping got here in two days! - Happy McCustomer 5.) Action CONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Will It Bounce? Check Message Match CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Conversion Starts Test Layout & Call to Action CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Conversion CompletionTest Call to Action, Form Length, & Eliminate Coupon Codes CONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Abandonment Rate CONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. Cost Per ActionImprove PPC Factors or Conversion Factors CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. Summary of Metrics Bounce Rate Conversion Starts Conversion Completions Abandonment Rate Cost Per Action CONFIDENTIAL – DO NOT DISTRIBUTE 23
  25. 25. Special Offers• Unbounce – 30 day free trial – 50% off for 3 months with promo code WSwebinar503 – Get started at wordstream/• WordStream – Grade your account – Then get a free account assessment with one of our Search experts – We’ll help you identify missed opportunities and more CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. Live Poll Question #2Q: Would you like…• A free AdWords account audit and help in understanding your score with a certified AdWords Professional• A demo of WordStream PPC Advisor 26
  27. 27. Your Questions Thank you for attending WordStream and Unbounce’s webinar on: 10 Metrics for PPC & Landing Pages That Help You Make More Money. #ppcmetrics Evaluate your ppc campaings today! Learn more about Unbounce: Or contact us directly: Carlos del Rio Larry Kim 27