3 adwords reports you didn't know about (or didn't know what to do with)
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@SusanEDub #StateofSearch
Sneaky AdWordsReports You Didn’t KnowWere There
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(Or Didn’t Know What To Do With)
@SusanEDub #StateofSearch 1
Who Am I? • Ecommerce Junkie
• Have been both agency and client:- CircuitCity.com- Cadillac- GMC- Hamilton Beach Appliances- Chrysler
• Manager/Director/VP Roles in:- Email/Text Marketing & CRM- PPC- Display- Managed everything from designers to analysts
@SusanEDub #StateofSearch
Things I Get Geeky About
@SusanEDub #StateofSearch
?2. Where, oh where, are my users?
1. ‘’Google took our stuff!’’ !
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What We’ll CoverThree Reports:
3. We have to rank #1. (twitch)
Why?• Movement of organic insights to paid insights• Evolution of SERPs and ‘’result smushing’’
@SusanEDub #StateofSearch 3
Report #1: Google Took Our Stuff!
@SusanEDub #StateofSearch 4
Crunch it in Excel!
• Filter for “Both Shown”
• Filter out anything with No Impressions
• Combined results tend to show the best CTR
• Root out instances where Combined didn’t win.
• Mark them, and…
@SusanEDub #StateofSearch 5
Check out the Winners & LaggersAggressively strategize in paid to make up for organic lag
Experiment with lowering bids
@SusanEDub #StateofSearch 6
Report #2: Where, oh where…
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Case Study: Locations of Interest
• Created Aurora ad group & landing page with email collection for notification of Grand Opening• 6 weeks later, 7.1% conversion rate!
@SusanEDub #StateofSearch
Report #3: Where, oh where… (the page version)
• SERPs are increasingly complicated
• What is #1 anymore, really?
• Measurements in report:• “Top”: Above search
results on Search (or Shopping)
• “Other”: Next to, or below results on Search (or Shopping)
Credit: Moz/Dr. Pete.
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Report #3: Where, oh where…(on the page version)
@SusanEDub #StateofSearch
Yeah, here you probably do…
But here you really don’t…
“We Need to be #1.” You sure?
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@SusanEDub #StateofSearch 11
• Cover the basics first. Don’t try and analyze the world at once.
• Dig around. New gems show up in AdWords a LOT.
• Don’t be afraid to export and mess with your data. (It won’t bite.)
• Stay aware of how the SERPs are evolving.
Conclusion
@SusanEDub #StateofSearch
Want Some More?
For more resources on these reports & link to Moz SERP page:
http://Wenograd.com/SOS
Email me:
[email protected] or “Contact Me” on site!
@SusanEDub #StateofSearch Back
THANK YOU!