This document discusses how to excel with paid search analytics. It begins with an introduction of the presenter and his experience. It then discusses the importance of asking the right questions about goals, budget, performance, drivers of performance, and optimization actions. It provides examples of quantifying goals for e-commerce, lead generation, and branding. It also discusses measuring performance, understanding competitors, ensuring targeted ads and landing pages, and taking insights to continuously improve performance. The overall message is that paid search success comes from mastering analytics to ask the right questions and take the right optimization actions.

1. Paid Search Campaigns:
How to Excel with Analytics
Jon Morris
Founder & CEO
Rise Interactive

2. About Me
• Univ. of Chicago Booth
alum, MBA Class of 2005
• Started Rise Interactive
with $10,000 in 2004
• Transformed the agency
into a multi-million dollar
business in 8 years
• Interactive Investment
Management (IIM)

3. AT&T Stock Market Challenge

4. Interactive Investment Management

5. IIM Challenge
Same Budget
Same Company
One Winner

6. IIM in Its Infancy
1792
1982
2013

7. Competitive Reporting

8. Ask the Right Questions
Akinator the Web Genie

9. Homework Assignment

10. Five Essential Questions
1.
2.
3.
4.
5.
What Are Your Goals/Objectives?
What Is Your Budget?
How Are You Performing Against Those Goals?
What Is Driving That Performance?
What Are You Doing About It?

11. Define Quantifiable Goals
• E-Commerce
• Lead Generation
• Branding

12. E-Commerce
• Return On Ad Spend (ROAS)
– Average Order Value
– CPC
– Conversion Rate
• Cost Per New Customer (LTV)
– CPC
– Conversion Rate
– Database Filtering
• Awareness

13. Lead Generation
•
•
•
•
Average Order Value
Conversion Rate
Margin
Cost Per Lead

14. Measuring Brand Engagement
BRAND METRICS CALCULATOR
Engagement Type
Request a Meeting
Download White Paper
Watched Video
Opted in to the newsletter
Navigated four plus pages
Navigated three pages
Point Value
200
40
10
5
4
3

15. Lifeline Report
Week
Weekly Goals
1/6/2013
1/13/2013
1/20/2013
Leads Cost
250
96
167
265
$ 12,500
$ 7,240
$ 11,250
$ 12,470
CPL
$ 50
$ 75
$ 67
$ 47

16. Answering Questions
1.
2.
3.
4.
5.
Questions
Data Sources
Reporting Structure
Insights
Optimization

17. Does my messaging differentiate
me from my competitors?

18. Paid Search: Text Ads
“Auto Insurance”

19. How do I ensure my ads only
appear if my product is in stock
and competitively competitors
priced?

20. Out-of-Stock & Discontinued Items
Out-of-Stock & Discounted Items
In Stock
Not on Sale
Free Shipping
Not In Stock
On Sale
No Free Shipping
FeedPro
Campaign
Ad Group 1
Ad Group 2
(Product 1)
(Product 2)
Keyword 1.1
(SKU)
Text Ad 1.1
(Always On)
Keyword 2.1
(SKU)
Text Ad 2.1
(Always On)
Keyword 1.2
(Brand SKU)
Text Ad 1.2
(On Sale)
Keyword 2.2
(Brand SKU)
Text Ad 2.2
(On Sale)
Keyword 1.3
(Prod_Name)
Text Ad 1.3
( Free Ship)
Keyword 2.3
(Prod_Name)
Text Ad 2.3
(Free Ship)

21. Competitive Pricing
FeedPro
SKU
Product
Name
Client Price
Competitor
Price
%
Difference
1234A
Product A
100
80
20%
1234B
Product B
150
140
7%
1234C
Product C
15
20
1234D
Product D
120
110
1234E
Product E
23
26
1234F
Product F
32
25
1234G
Product G
5
7
8%
22%

22. How do I ensure my ads are as
targeted as possible when the
attributes are constantly
changing?

23. The Solution: Example
Text Ads
MSA
Los Angeles CA
City
Santa Monica
Properties
MinRent
MaxBR
33
1200
Text Ad Template:
[City] Apartments
Find 1 to [MaxBR] Bedroom [City]
Apartments Now From Just $[MinRent]
Text Ad Output:
Santa Monica Apartments
Find 1 to 3 Bedroom Santa Monica
Apartments Now From Just $1200
3

24. How much are my competitors
spending on paid search?

25. Paid Search: Overall Spend
Categories

26. Paid Search: Overall Spend
Internet Marketing Services: Top Advertisers (monthly)
Advertiser
Spend
Imp
Clicks
CPC
Pos Coverage
5.18% $7.33
0.5
78%
$402,514 2,480,775 169,015 6.81% $2.38
0.9
86%
icontact.com
$319,173 1,555,339 69,859
4.49% $4.57
1.1
95%
rankpay.com
$160,847
997,637
23,349
2.34% $6.89
2.6
79%
campaigner.com
$150,155
641,815
11,893
1.85% $12.63 2.4
94%
customermagnetism.com
$140,339
563,983
16,588
2.94% $8.46
0.7
69%
seo.com
$139,725
470,952
20,070
4.26% $6.96
2.8
62%
seop.com
constantcontact.com
$484,771 1,276,668 66,100
CTR

27. Paid Search: Budget Allocation
Category 1
Category 2

28. What keywords are my competitors
spending money on in the search
engines?

29. Paid Search: Overall Spend
Top Keywords
Keyword
seo
Spend
Imp
Clicks
CTR
$510,737 2,888,512 87,530 3.03%
CPC
$5.84
# Ads
Coverage
Seen
4.63
69.81%
Advertisers
15
email marketing
$219,354
511,393
7,750 1.52% $28.30
4.06
89.37%
8
search engine optimization
$182,146
888,950
20,698 2.33%
$8.80
4.56
55.89%
24
seo company
$122,420
539,060
11,709 2.17% $10.45
4.16
50.95%
21
seo services
$112,968
491,307
12,226 2.49%
$9.24
4.69
60.45%
17
seo companies
$58,758
258,927
5,225 2.02% $11.25
4.65
51.27%
21
internet marketing
$38,010
242,649
6,000 2.47%
1.91
36.46%
12
$6.33

30. Paid Search: Keyword Overlap
Keywords unique to statefarm.com

31. Are my text ads and landing pages
targeted to the keyword searched?

32. Paid Search: Targeting
“Chicago Auto Insurance”

33. Paid Search: Targeting
“New York Auto Insurance”

35. Paid Search: Targeting
GEICO

36. Key Takeaways
1.
2.
3.
4.
5.
Master the 5 Questions
Quantify Your Goals/Budget
Question
Data
Reporting
Maximize Budget for Top Performers
Understand What Makes You Great
Insights

37. Move The Needle

38. "Move the Needle"
- Go to Google and search for the paid search
ads and landing pages of three competitors.
- Jot down the strengths and weaknesses
of each one.
- After comparing yourself to the competition,
ask yourself: what makes me great?
Move The Needle

39. Thank You
Jon Morris
Founder/CEO, Rise Interactive
jon.morris@riseintearctive.com
@jonbmorris
@riseinteractive
www.onlinemarketinginstitute.org