Here is the presentation I held at 3XE Conference in Dublin about measuring objectively an AdWords account performance.

1. Gianpaolo Lorusso
For

2. @Gianps (all rights reserved) 2
All this started in 2003
I have been working in Web
Marketing for more time than
I would like to remember.
ADworld Experience
In 2012 I created what now is
the World’s largest
PPC-Cases-Only event.
PPC & CRO Freelance
I am working with many Italian
and international companies
and Non Profit Organizations.
PPC Performance Monitor
My last project is a free beta web
application to check optimization
of AdWords accounts.

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I have seen things
in AdWords that you people
wouldn’t believe…

4. Who has been managing at least one campaing in AdWords?
• Over 2 years of experience?
• Over 5 years?
• Over 10 years?
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What are
the main goals
of a PPC campaign?

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Get the Maximum Number of Conversions
At the lowest cost possible
With the less effort in optimization times

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Everything should be as simple
as it can be, but not simpler

8. Using all the most refined targeting options
Without doing anything you don’t really need

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What if I say you can check this
in 5 minutes
looking at only 3 reports?

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The «PPC CheckMate»
methodology
® US Patent 2016

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In AdWords there is a natural
indicator of efficiency…
All details in this video: http://bit.ly/optim-ppc

13. SEARCH
Top spending keywords with 7 to 10 Quality Scores
DISPLAY & SHOPPING
Good CTR (nor too low or too high) & acceptable Bounce Rates
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IT - CAN - BE - IMPROVED

15. • Build more granular ad groups (peel & stick)
• Use all extensions you can
• Negative keywords (I love lists)
• Keywords matching types (on low QS and heavy trafficked keys)
• New ad variations (at least 5 per group & continuously clone top CTR &
published ones)
• Dynamic Keyword Insertion & ad personalizers (countdown, if, etc.)
• Test Dynamic Search ADS
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Efficiency is doing things right
Effectiveness is doing the right things

17. It’s 2018 buddy
you didn’t really ask me
IF I track goals

18. http://bit.ly/track-all

19. Keywords/placements/shopping items cost per conversion has to be
lower than the direct or indirect profit generated
Do not forget to consider lifetime customer value, indirect or «impossible» conversions, branding or
discovery effect (word of mouth) and statistical relevance of data
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20. • Track “engagement” conversions (downloads, subscriptions, long visits)
• Top ranking only for effective keywords, less visible for the others
• Landing page tests, click tracking, online chat, surveys
• Testing Enhanced CPC, maximize conv. or CPA (if enough conversions)
• Aggressive display targeting or Smart Display Campaigns?
• Remarketing in Search or Display (positive & negative)
• Manage bids for effective display placements (beware of bots)
• Device optimization
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Click…
or do not click…
there is no impression

22. on items converting like hell too

23. The most effective keywords and placements should have the highest
possible coverage (impression shares)
When users search for something or visit sites which have already proven to be highly converting
they have to see our ads.
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Improving Coverage

25. • Tuning CPCs to balance daily budget & expense
• Add budget for high converting campaigns/groups (dividing top keywords
from the others)
• 1-4 places only for really effective keys 4 to 7 for the rest
• ADS active only in days/hours your target is on line (BtoB or BtoC?)
• Schedule extensions and ADS visibility according to offers and customer care
opening hours
• Block or adjust bids for less performing geographical areas & demographic
groups
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26. • To check EFFICIENCY
Look at Quality Scores of top spending keywords/placements/shopping
items (and at those collecting billions of impressions and no clicks)
• To check EFFECTIVENESS
Look at Cost per Conversion at keyword, group and campaign level and for
black budget holes (no conversions = 0 cost per conversion)
• To check COVERAGE
Look at Impression Shares of top converting items
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27. • AdWords Synthetic Guide (20 pages)
shop.adworldexperience.it/negozio/guida-adwords/
• Infographic on «PPC CheckMate» methodology
http://bit.ly/ppccheck
• Automatic Optimization Check
www.ppcpm.com
• -20% promo code on adwexp18 (April 12-13): 3xe20
https://adwexp18en.eventbrite.it/
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30. info@gplorusso.it
@Gianps