10 metrics for ppc and landing pages that help you make more money
DESCRIPTION
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 you'll learn: -The 5 most important metrics for landing page optimization - 5 key metrics for measuring PPC performance - Why these metrics are so important for campaign analysis - How to quickly find out how your own campaigns are performing and how you can improve themTRANSCRIPT
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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?
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• 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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