Cassie Oumedian, Sr. Digital Specialist – Hanapin Marketing
Analyzing Your Key Metrics:
7 Areas You Must Examine For
PPC Account Success
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Cassie Oumedian – Hanaping Marketing - @cass_oumedian
Cassie Oumedian is the Sr. Digital Specialist at Hanapin Marketing
with over 7 years of PPC experience working on some of the worlds
largest brands. At Hanapin, she helps Enterprise, Small and Medium
size businesses analyze their PPC accounts to help identify gaps and
opportunities within their digital PPC strategy. When not creating
pivot tables, you will ﬁnd her golﬁng or catching up on Games of
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist.
Before joining forces with KISSmetrics, he was a Ly driver in SF,
which is also how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything around him, you
can ﬁnd him ﬁshing and hiking in the Sierras.
An estimate of the quality of your ads, keywords, and landing page.
Higher quality ads can lead to lower prices and be er ad positions.
The components of Quality Score (expected clickthrough rate, ad
relevance, and landing page experience) are determined every time your
keyword matches a customer's search.
What is Quality Score?
How is Quality Score calculated?
Click Thru Rate
Ad Text Relevance
Why is Quality Score Important?
Ad Rank = QS + Max CpC + Ad Extensions
What Does and Doesn’t Ma er
Regarding Quality Score?
Se ling the (Quality) Score
Using Quality Score to Guide Optimizations
What is a good Quality Score?
An ideal range of 7 to 9 tend to have a solid structure that has the best
balance of relevancy, eﬃciency and growth.
Bing Quality Score
New updates released in Feb
include Market Estimate QS
when not enough data is
Facebook Relevance Score
Relevance score is calculated
based on the positive and
negative feedback an ad
receives from its target
The higher an ad’s relevance
score is, the less it will cost
to be delivered.
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Search impression share: The impressions you’ve received on the Search Network
divided by the estimated number of impressions you were eligible to receive.
Search Lost IS (budget): The percentage of time that your ads weren't shown on the
Search Network due to insuﬃcient budget. This data is available at the campaign level
Search Lost IS (rank): The percentage of time that your ads weren't shown on the
Search Network due to poor Ad Rank in the auction. Note: Lost IS (rank) won't be
shown on your Ad groups tab if you ran out of budget at any point during the date
range being examined.
Search Exact match IS: The impressions you've received divided by the estimated
number of impressions you were eligible to receive on the Search Network for search
terms that matched your keywords exactly (or were close variants of your keyword).
Not available for Shopping campaigns.
From my experience a total search impression share of 75% + would be
considered good as this means your account is showing up for majority of
auctions available. This is factoring in a balance of all the match types.
High lost impression share due to rank is primarily tied
to quality score and bids.
Improving Quality Score and bid optimizations will help
improve lost IS due to rank.
IS Budget Rank Exact IS
Typically like to see accounts have
60-70% of volume from exact
match with 30-40% through broad
match modiﬁed and phrase.
What Happens When An Accounts Has Lots of Broad Match?
Heavy use of broad match can lead to cross pollination in your account.
To see how this aﬀects your account, run a search query report, place in a
pivot table and see how many keywords are matching to each query.
Using more controlled match types [exact] and negatives keywords allows
you to steer traﬃc to the most eﬃcient keywords.
10-15 keywords per ad group
we’ve found allow for tighter
themes, resulting in higher
How Many KWs Per AdGroup?
Having 2-4 ads per ad group
allows for ongoing ad testing to
help improve click thru rates and
Clear and concise account structures allow for a more controlled and eﬃcient
environment for growth.
Segmenting by match type and bid tier help funnel traﬃc eﬃciently.
AdWords quality score also takes into account structure as part of the
quality score algorithm.
What types of keywords do you have in
your account and how do they perform?
Head Terms vs Long Tail.
Are you running
SQRs to expand
your account and
Are negative keywords blocking relevant traﬃc in your account?
Avoid using broad match negatives to help avoid issues with conﬂicting
negatives. Regularly audit your negative keyword lists to ensure you are not
excluding relevant traﬃc.
In addition to max CPC bid and quality score, Ad Rank will now factor in
the expected impact from ad extensions and formats.
Ad Rank is also becoming a bigger factor in determining whether ads are
eligible to display with extensions and formats.
Don’t forget about
Bing Ad Extensions!
How to tell if your display campaigns are broken?
Start by reviewing Display Placement
Reports to see if your ads are showing
up on relevant sites.
Are your display campaigns assisting other
channels or campaigns?
Are they actually driving conversions or just branding?
If placements are not driving actual conversions or assisted conversions,
be sure to exclude placements to increase eﬃciency.
If you notice mobile apps are driving irrelevant traﬃc, you can
exclude them by adding the above placement exclusion to weed
out ineﬃcient traﬃc.
Are you over-serving ads to users?
AdWords Reach Metrics are available
at the campaign level allow you to
see how frequent your ads are
showing to unique users.
By reviewing CTR and CVR at the
various reach metrics, you can then
set a frequency cap on your display
campaigns to prevent over-serving
Ads to users.
Key metric for remarketing campaigns
Segment your campaigns to see hidden areas where your
account could be wasting money or needs further a ention
Repeat oﬀenders of hiding performance
through segments include:
- Search Partner Network
- Device Mobile and Tablet
- Top vs. Other
How Do Search Partners Perform for your account?
A er reviewing the data, you can then determine if you need
to expand search partners, or maybe exclude them all together
to help increase eﬃciency.
How are mobile and tablets performing?
Adjust mobile bid modiﬁers
to help optimize for optimal
conversions and CPA/ROAS.
Bing mobile and TABLET bid adjustments
Bing oﬀers Tablet bids adjustments from -20% up to +300% to help optimize
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