wordstream & acquisio present: the 8 ppc metrics that matter

Acquisio & WordStream Webinar: The 8 Metrics That Matter for PPC

Alexandre Pelletier, Director of Marketing, AcquisioLarry Kim, Founder, CTOAdam Shain, Product ManagerOctober 19, 2011

Do you understand these terms?

Question: Which are the most important key metrics to focus on in your account?

CONFIDENTIAL – DO NOT DISTRIBUTE 2

• The 8 PPC account metrics that matter & why.• Introducing the Free AdWords Performance Grader

for measuring your account’s key metrics• AdWords Clinic - A review of real, best & worst-

scoring AdWords accounts• Actionable best-practices (and PPC worst-practices

to avoid!)• How to go about improving your PPC metrics• Acquisio & WordStream Case Study!• Questions & Answers

Today’s Agenda

3

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #ppcmetrics in your Twitter tweets, Google+ status updates, etc.

4

Speaker Introductions

5

• Larry Kim – Founder, CTO, WordStream, Inc.

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

– WordStream helps people get their website found on the internet!

• Adam Shain– Product Manager, Search Marketing Expert

– MBA from Babson

• Alexandre Pelletier– Director of Marketing, Acquisio

– Veteran Online Marketer!

Live-Poll Question

Question: Which of the following two AdWords Metrics would you say are the most important for managing your Google AdWords Search campaigns? (Pick only 2 Please) #ppcmetrics

a) Clicks (Cost, Cost-Per-Click)

b) Quality Score (Click-Through-Rate)

c) Conversions (Cost Per Conversion, Conversion Rate)

d) Search Query Report

e) Impression Share Report

6

The 8 Key Metrics that Define Your AdWords Performance

At WordStream, we believe that you can get a sense for the health of a an AdWords account by measuring the following metrics 8 Metrics:

1. Quality Score

2. Click-Through Rate

3. Impression Share

4. Account Activity

5. Long-Tail Keyword Optimization

6. Negative Keyword Usage

7. Ad-Text Metrics

8. Conversion Rate & Landing Page Metrics

7

Introducing the AdWords Performance Grader

• 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

AdWords 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

9

5 AdWords Tips from Outstanding AdWords Marketers

10

• Get Familiar with Your Search Query Report

• Focus on Relevance

• Get Sufficient Data for Analysis

• Split Ad Groups Frequently

• Make Note of What Works in Your Account

3 AdWords Worst-Practices & Attitudes to Avoid

11

• Defensiveness. Closed-mindedness.

• Excuses for poor account performance.

• Apathy. Low account activity.

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.

12

• 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.

1. Use QueryStream™ to Act on Search Query Data

13

• 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!™

2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords

14

• Leverage WordStream Trillion-Keyword Database™ and Powerful automated algorithms

• Discovers profitable, relevant mid & long-tail keywords that you may have missed out on.

3. Target Mid & Long Tail Keywords with WordStream

15

• Quickly break-up bloated ad-groups into more targeted, relevant ad groups.

• Improve CTR, Quality Score, Conversion Rates with just one click!

4. Split AdGroups for Maximum Relevancy with WordStream

16

AdGroup 1AdGroup 2

AdGroup 3

AdGroup 4

Acquisio & WordStream Case Study!

17

Presented by Alexandre Pelletier - Director, Marketing Acquisio

THE 8 METRICS THAT MATTERS TO PPCCASE STUDY

Acquisio Overview

The leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, social, and display media.

Search Tracking

Acquisio White Label Platform

DisplaySocial

CLICKS

Client Client Client Client Client

AGENCY

• Using Acquisio platform for automation and reporting• Tested WordStream in August campaigns for 3 clients using:

• Quality Score• Negative Keyword Usage

• For more informationTim HamickManaging Principal2ndLAW Media214-379-4322tim.hamick@secondlawmedia.com

2ND LAW MEDIA

• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 81k to 66k• Conversion up from 68 to 89• Conversion rate up from 4% to 7%

Surgery Center

• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 82k to 69k• Conversion up from 90 to 115• Conversion rate up from 7% to 11%

Medical Center (Recruiting Campaign)

• Began Acquisio / Wordstream integration on August 1, 2011• Impressions down from 340k to 171k• Conversion up from 73 to 135• Conversion rate up from 2% to 4%• Average Position down from 1.35 to 3.48

Weight Loss Practitioner

• Uncover new opportunities by looking at new metrics

• Automation tool helps you implement changes across thousand of keywords

• Don’t be fooled by intuition, let the numbers speak!

Case Study Take Away

Webinar Summary: The 8 Metrics That Matter for PPC

25

A. Focus on the 8 PPC Metrics that matter:• Quality Score, Click-Through Rate, Impression Share, Account Activity, Long-Tail

Keyword Optimization, Negative Keyword Usage, Ad-Text Metrics, Conversion Rate & Landing Page Metrics

B. Leverage tools and automation to enable PPC best practices which will improve your return on investment (ROI) on paid search

C. The best PPC accounts take time to build and maintain. It’s an ongoing process. For best results, dedicate at least 20 minutes / week towards AdWords account optimization (or get WordStream to do the work for you!)

Live Poll Question #2

26

Q: Would you like us to follow up with you regarding WordStream or Acquisio services and software solutions? #ppcmetrics

Your Questions

27

Thank you for attending Acquisio & WordStream’s webinar on: The 8 Metrics That Matter for PPC. #ppcmetrics

Evaluate your account against the 8 PPC metrics that matter today!

http://www.wordstream.com/google-adwords

Learn more about Acquisio:

http://www.acquisio.com

Or contact us directly:Alexandre Pelletierapelletier@acquisio.com

Adam Shainashain@wordstream.com