10 Metrics for PPC and Landing Pages That Help You Make More Money
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Transcript of 10 Metrics for PPC and Landing Pages That Help You Make More Money
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: 10 Metrics for PPC & Landing Pages That Help You Make More Money
Larry Kim, WordStream
Carlos del Rio, Unbounce
August 21, 2012
Do you understand these terms?
Question: Which are the most important key metrics to
focus on in your account?
CONFIDENTIAL – DO NOT DISTRIBUTE 2
• 5 Top metrics for PPC campaigns (Larry)
– Why they matter
– How to Rate your Performance
• 5 Important Metrics for Landing Pages (Carlos)
– Why they matter
– How you can improve them
• Questions & Answers
Today’s Agenda
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Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #keymetrics in your Twitter tweets, Google+ status updates, etc.
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Speaker Introductions
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• Carlos Del Rio
– Director of Conversion Analysis & Digital Strategy
– Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 3 Years ago, started WordStream!
– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools
Live Poll Question #1
Question: Which of the following AdWords Metrics would
you say are the most important for managing your Google
AdWords Search campaigns?
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
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The 5 Key Metrics that Define Your AdWords Performance
At WordStream, we believe that you can get a sense for the health of an AdWords account by measuring just 5 key metrics:
1. Quality Score
2. Click-Through Rate
3. Account Activity
4. Long-Tail Keyword Optimization
5. Negative Keyword Usage
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• Baseline your performance
• 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)
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Grade Yourself! http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
What will you learn? http://www.wordstream.com/google-adwords
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www.wordstream.com/google-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
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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.
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• 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
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• 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
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• 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
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• 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
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AdGroup 1
AdGroup 2
AdGroup 3
AdGroup 4
Summary: The 5 Metrics That Matter for PPC
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A. Focus on the 5 PPC Metrics that matter:
• Quality Score
• Click-Through Rate
• Account Activity
• Long-Tail Keyword Optimization
• Negative Keyword Usage
B. Leverage tools and automation to enable PPC best practices to improve your return on investment (ROI) on paid search
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Buy Xena Warrior Princess Chakram 1.) Headline with Call To Action
2.) Demonstration 3.) Value
4.) Support
Wow! The free shipping got
here in two days!
- Happy McCustomer
5.) Action
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Will It Bounce?
Check Message Match
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Conversion Starts
Test Layout & Call to Action
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Conversion Completion
Test Call to Action, Form Length, & Eliminate Coupon Codes
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Abandonment Rate
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Cost Per Action
Improve PPC Factors or Conversion Factors
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Bounce Rate
Conversion Starts
Conversion Completions
Abandonment Rate
Cost Per Action
Summary of Metrics
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Special Offers
• Unbounce
– 30 day free trial
– 50% off for 3 months with promo code WSwebinar503
– Get started at http://try.unbounce.com/with-wordstream/
• WordStream
– Grade your account
– Then get a free account assessment with one of our Search experts
– We’ll help you identify missed opportunities and more
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Live Poll Question #2
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Q: Would you like…
• A free AdWords account audit and help in understanding your score with a certified AdWords Professional
• A demo of WordStream PPC Advisor
Thank you for attending WordStream and Unbounce’s webinar on:
10 Metrics for PPC & Landing Pages That Help You Make More
Money. #ppcmetrics
Evaluate your ppc campaings today!
http://www.wordstream.com/google-adwords
Learn more about Unbounce:
http://try.unbounce.com/with-wordstream Or contact us directly:
Carlos del Rio
Larry Kim
Your Questions
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