For more information, visit: http://www.wordstream.com As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance. Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance. In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you: - 8 key PPC metrics, including Quality Score, wasted spend and impression share - Why these metrics are so important for campaign analysis - How to quickly find out how your own campaigns are performing

1. Webinar:
The 8 Metrics That Matter
for PPC
Larry Kim, WordStream
Sam Owen, Writer and account manager at PPC Hero &
Hanapin Marketing
November 15, 2012
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2. Speaker Introductions
• 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
• Sam Owen
– Account Manager, Hanapin Marketing
– 3 Years of PPC Experience in the UK and
US
– Regular contributor for PPC Hero
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3. Do you understand these terms?
Question: Which are the most important key metrics to
focus on in your account?
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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. Let’s learn a little about you….
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6. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppcmetrics in your Twitter tweets,
Google+ status updates, etc.
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7. 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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8. 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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9. 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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10. 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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11. 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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12. 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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13. 5 AdWords Tips from Hanapin Marketing
• We asked Hanapin Marketing’s PPC Hero writers for their
top AdWords tips.
• We asked the team what strategies they use to get such
great results from PPC.
• The following are our top five actionable tips.
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14. Tip 1: Group Your Data to Get the Big Picture
“I find that it's crucial to look across different campaign types
to get a good sense of your account.
I've learned valuable lessons about landing pages
(performance across search and display can vary widely) or
ad text (certain types of display campaigns respond well to
questions while others don't) using a handful of campaign
groupings that I tailor to each of my different accounts.”
– Sean Quadlin, PPC Hero.
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15. Tip 2: Look at Your Keywords in New Ways
“Pivot tables, pivot tables, pivot tables! Combine these with
any PPC metric for some great actionable data.
I've found these to be particularly helpful when analyzing
search queries and determining the amount of spend and/or
conversions that might be affected by adding a proposed
negative keyword.
The sheer versatility of this tool makes it an excellent way to
breakdown and analyze your PPC data sheets.”
–Dave Rosborough, PPC Hero.
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16. Tip 3: Build a Strong Keyword List
"When you're performing keyword research, the best answer
I can give you is to take a good, long look at your account
and think about what might be missing.
It's usually something obvious - so utilize your co-workers, a
fresh set of eyes, Google's Keyword Tool, the WordStream's
Keyword Niche Finder and your Search Query Reports to
generate new ideas for campaigns and ad groups.
It's always helped me to template keyword builds out, so that
I can iterate on new keyword ideas and generate them
quickly!”
– Eric Couch, PPC Hero
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17. Tip 4: Know Which Metrics Define Your Success
"I like to look at not just CTR or conversion rate when judging
ad performance. I divide total impressions by total
conversions for each ad to see how many impressions it
takes to get one conversions.”
– Jeff Allen, PPC Hero
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18. Tip 5: Give Yourself a Head Start
“Too many people forget that a good PPC account is only
half the battle! Devote time to landing page and conversion
rate testing.
Having the best converting website is like being a racecar
driver in the fastest car – you aren’t guaranteed to win, but it
sure makes it easier.”
– Sam Owen, PPC Hero
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19. Improving Your AdWords Account Metrics
• To improve account performance, leverage
intelligent automation or professional account
management to enable best practices around key
metrics.
• WordStream provides powerful tools and automated
algorithms that can help you improve on your
account metrics.
• Hanapin can provide one-on-one assistance and
even account management to improve your account
metrics.
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20. 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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21. 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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22. 3. Target Mid & Long Tail Keywords and Negatives 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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23. Keyword Expansion in WordStream
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24. Negative Keyword Research in WordStream
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25. 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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26. 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 Hanapin Marketing to do the work
for you!!)
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27. 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/demo of WordStream PPC Advisor
• A free one-on-one solutions blueprint/account assessment
with Hanapin Marketing (for accounts with over $20,000/
month in spend).
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28. Your Questions
Thank you for attending WordStream & Hanapin Marketing’s
webinar on: The 8 Metrics That Matter for PPC. #ppcmetrics
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-
blueprint-sign-up
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Sam Owen
http://twitter.com/SamOwenPPC
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