the newest way to audit your ppc account
TRANSCRIPT
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The Newest Way to Audit your PPC Account
Live Demo of the Totally New AdWords Grader!
WordStream Webinar August 4, 2015
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www.wordstream.com/learn
Want to get smart in paid search?
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Join the conversation on Twitter
@WordStream@LarryKim
@larrykim
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Meet Your Presenter
Larry Kim (@larrykim)• Founder of WordStream &
#ppckid• Been doing PPC & SEO
for over 10 years• Voted #1 PPC expert from
PPC Hero for Last 3 Years!
@larrykim
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Today’s Agenda
• Why Audit Your AdWords Account?
• Examples of ..• The TOP 5% of account
that are crushing AdWords• Accounts that are sinking &
in desperate need of a life-raft
• A guided tour of the Free AdWords Grader
@larrykim
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Live Poll: Have You Ever Audited Your AdWords Account?
• What’s an AdWords Audit?• Not yet, but I’m interested in
learning about how my AdWords Account is doing
• Yes! Every few months or so.
@larrykim
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Why Audit a PPC Account??
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a) Ad A• 32,423 Impressions• 453 clicks (1.4% CTR)• Average Position: 2.8
b) Ad B• 36,223 Impressions• 760 clicks (2.1% CTR)• Average Position: 3.0
Assumptions:
• Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network.
Pop Quiz: Which Ad Wins?
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Trick Question! Both Ads Suck.
• Neither ad is worth declaring a “Winner”.• Not even the 2.1% CTR in the 3.0 Avg.
Position.• Why?
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What’s a Good Search CTR?
@larrykim
(Account Avg. CTR’s)
Average CTR for Position 3 is Around 3%
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PPC Benchmarks Vary Greatly By Industry
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Forrest vs. Trees
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How do You Know if These Metrics are Good or Not?
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How am I Doing vs. My Competitors, Over Time?
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Meet The Free AdWords Grader
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The World’s Most Amazing PPC Audit Tool
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Connects to AdWords to Generate Personalized PPC Audit
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Competitive Benchmarks vs. Your Competition
• We compare your account to other accounts with similar…
• Spend• Industry• Country
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Kind of Like Zillow, But for PPC Accounts
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Live Demo Time!
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A Quick Note About “Donkeys” vs. “Unicorns” (and Why I Obsess Over Them)
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Ad Click Through Rates: Winners vs. Losers
@larrykim
Source: WordStream Customer Data. Not Official Google Data.
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Donkey VS. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50% Below Expected CTR
Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns
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Donkey VS. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50% Below Expected CTR
Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns
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The Top 10% of Accounts Have 3-5x Higher Conversion Rates
@larrykim
Source: WordStream Customer Data. Not Official Google Data.
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Be a Unicorn Among a Sea of Donkeys
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Key Summary
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Summary: PPC Audits Provide..
1. Context: AdWords is competitive. How am I doing vs. other
companies like me? What am I doing in my account?
2. Highlight Areas of Strength and Weakness: Where should I
be focusing my efforts?
3. Trends: How am I doing relative to the competitive landscape
over time? Are my optimization efforts working?
4. Competition: PPC marketing is competitive. Be a Unicorn,
not a donkey.
@larrykim
29@larrykim
Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
