Larry goes through two live example accounts on the Adwords Performance Grader in this webinar with Perry Marshall and provides great insights as to how most PPC advertisers can improve their online advertising campaign. An attendee even said... “I sit in on every Perry webinar, and this was hands down the best I’ve ever heard. Tell Larry that I sat in on a webinar on how to give webinars, and this was even better than that- Larry should have given that one too”

1. Webinar: The 8 Metrics That
Matter for PPC
Perry Marshall, Founder, PerryMarshall.com
Larry Kim, Founder, CTO
March 7, 2012

2. Speaker Introductions
• Perry Marshall
– Perry Marshall's books on Google AdWords
are the most popular in the world.
• 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
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3. Do you understand these terms?
Question: Which are the most important key metrics to
focus on in your account?
CONFIDENTIAL – DO NOT DISTRIBUTE 3

4. Today’s Agenda
• 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
• Questions & Answers
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5. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppcmetrics in your Twitter tweets,
Google+ status updates, etc.
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6. 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? #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
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7. Live-Poll Question 2
How long have you been involved with Search Marketing?
#ppcmetrics
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
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8. 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
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9. Introducing the AdWords 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)
• http://www.wordstream.com/google
-adwords
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10. AdWords Clinic Time!
• 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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11. 5 AdWords Tips from Outstanding AdWords Marketers
• We interviewed search marketers who received
remarkably high scores
• We asked these high scorers what strategies they use to
get such great results from PPC
• The following are the top five actionable tips from these
AdWords experts!
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12. Tip 1: Get Familiar with Your Search Query Report
“I pay a lot of attention to the search query report – that
shows you what keywords people use to find you, and it’s
invaluable for finding keywords to add and negative
keywords to set,”
– Rick Archer, Search Summit.
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13. Tip 2: Focus on Relevance
“Always be relevant, create relevant campaigns and give the
user the answer to his query as precisely as you can. There
must be extreme relevance between keywords, ad text and
landing page content. Narrowly focused ad groups, each one
a variation of a single keyword…
… I focus on getting higher scores (by increasing CTR,
optimizing keywords, ads and landing pages)… with high
Quality Scores I pay less per click. I always try to get higher
Quality Scores than 6.”
–Marko Kvesic, GoTraffic Online Marketing Agency
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14. Tip 3: Get Sufficient Data for Analysis
"Bid high initially so that you can get into the second or third
spot…this will give you plenty of data to analyze so that you
can optimize appropriately; next:
• Keep track of conversions, cost per conversion and value
per conversion
• Adjust bidding to meet a cost per conversion
• Optimize ads and try to improve conversion rates.
“…it can take quite some time to gather statistically
significant data since search volume for each keyword niche
may be low.”
–Stefan van Vliet, Compass Online Marketing
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15. Tip 4: Make Note of What Works in Your Account
“make notes of what you do. Note date, current position,
CTR, etc. and of course actions taken. This will keep things
organized and help you see the effect of your actions
immediately… When you know what brings about a positive
change in your results, you’re more likely to repeat those
successes.”
–Stefan van Vliet, Compass Online Marketing
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16. Tip 5: PEEL & STICK
“taking either off- topic or super-performing keywords and
splitting them off into their own group. It's the mother strategy
for account cleanup!” – Perry Marshall –
PerryMarshall.com
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17. 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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18. 1. Use QueryStream™ to Act on Search Query Data
• 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.
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19. 2. Use WordStream
Twenty-Minute PPC Work Week
• We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
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20. 3. Target Mid & Long Tail Keywords with WordStream
• Leverage WordStream Trillion-Keyword Database™ and
Powerful automated algorithms
• Discovers profitable, relevant mid & long-tail keywords that you
may have missed out on.
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21. 4. Split AdGroups for Maximum Relevancy with WordStream
AdGroup 2
AdGroup 1
AdGroup 3
AdGroup 4
• Quickly break-up bloated ad-groups into more targeted,
relevant ad groups.
• Improve CTR, Quality Score, Conversion Rates with just one
click!
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22. Summary: The 8 Metrics That Matter for PPC
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 or Perry Marshall to do the work for
you!!)
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23. Live Poll Question #2
Q: Would you like…
• A free AdWords account audit and help in understanding
your score with a certified AdWords Professional
• A free trial of WordStream PPC Advisor
• A demo of WordStream PPC Advisor
• AdWords Training Information from Perry Marshall!
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24. Your Questions
Thank you for attending 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
Don’t forget to sign up for our Free Trial:
http://www.wordstream.com/ppc-free-trial
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Perry Marshall
http://twitter.com/PerryMarshall
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