analyzing your key metrics: 7 areas you must examine for ppc account success
TRANSCRIPT
Cassie Oumedian, Sr. Digital Specialist – Hanapin Marketing
Analyzing Your Key Metrics: 7 Areas You Must Examine For PPC Account Success
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Cassie Oumedian – Hanaping Marketing - @cass_oumedian Cassie Oumedian is the Sr. Digital Specialist at Hanapin Marketing with over 7 years of PPC experience working on some of the worlds largest brands. At Hanapin, she helps Enterprise, Small and Medium size businesses analyze their PPC accounts to help identify gaps and opportunities within their digital PPC strategy. When not creating pivot tables, you will find her golfing or catching up on Games of Thrones.
Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly" driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
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Table of Contents
1. Quality Score 2. Impression Share 3. Account Structure 4. Keywords 5. Ad Extensions 6. Display 7. Segments
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Quality Score
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An estimate of the quality of your ads, keywords, and landing page. Higher quality ads can lead to lower prices and be!er ad positions. The components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience) are determined every time your keyword matches a customer's search.
What is Quality Score?
How is Quality Score calculated?
Click Thru Rate
Landing Page Relevance
Ad Text Relevance
Keyword Relevance
Historical Performancec
Device
Why is Quality Score Important?
Ad Rank = QS + Max CpC + Ad Extensions
Why is Quality Score Important?
What Does and Doesn’t Ma!er Regarding Quality Score?
Se!ling the (Quality) Score Using Quality Score to Guide Optimizations
What is a good Quality Score?
An ideal range of 7 to 9 tend to have a solid structure that has the best balance of relevancy, efficiency and growth.
Bing Quality Score
New updates released in Feb include Market Estimate QS when not enough data is available.
Facebook Relevance Score
Relevance score is calculated based on the positive and negative feedback an ad receives from its target audience. The higher an ad’s relevance score is, the less it will cost to be delivered. Sounds familiar….
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Impression Share
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Impression Share
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Impression Share
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Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget. This data is available at the campaign level only. Search Lost IS (rank): The percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank in the auction. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined. Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). Not available for Shopping campaigns.
Impression Share
From my experience a total search impression share of 75% + would be considered good as this means your account is showing up for majority of auctions available. This is factoring in a balance of all the match types.
Impression Share
High lost impression share due to rank is primarily tied to quality score and bids. Improving Quality Score and bid optimizations will help improve lost IS due to rank.
IS Budget Rank Exact IS
Account Structure
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Account Structure
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Account Structure
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Typically like to see accounts have 60-70% of volume from exact match with 30-40% through broad match modified and phrase.
Account Structure
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What Happens When An Accounts Has Lots of Broad Match? Heavy use of broad match can lead to cross pollination in your account. To see how this affects your account, run a search query report, place in a pivot table and see how many keywords are matching to each query. Using more controlled match types [exact] and negatives keywords allows you to steer traffic to the most efficient keywords.
Account Structure
10-15 keywords per ad group we’ve found allow for tighter themes, resulting in higher quality scores.
How Many KWs Per AdGroup?
Account Structure
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Having 2-4 ads per ad group allows for ongoing ad testing to help improve click thru rates and conversion rates.
Account Structure
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Clear and concise account structures allow for a more controlled and efficient environment for growth. Segmenting by match type and bid tier help funnel traffic efficiently. AdWords quality score also takes into account structure as part of the quality score algorithm.
Keywords
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Keywords
Keyword
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What types of keywords do you have in your account and how do they perform? Head Terms vs Long Tail.
Keyword
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Are you running SQRs to expand your account and exclude poor performers?
Keyword
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Are negative keywords blocking relevant traffic in your account?
Avoid using broad match negatives to help avoid issues with conflicting negatives. Regularly audit your negative keyword lists to ensure you are not excluding relevant traffic.
Ad Extensions
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Ad Extensions
Ad Extensions are a Big Deal!
Ad Extensions
In addition to max CPC bid and quality score, Ad Rank will now factor in the expected impact from ad extensions and formats. Ad Rank is also becoming a bigger factor in determining whether ads are eligible to display with extensions and formats.
Ad Extensions
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Don’t forget about Bing Ad Extensions!
Display
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Display
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How to tell if your display campaigns are broken?
Start by reviewing Display Placement Reports to see if your ads are showingup on relevant sites.
Display
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Are your display campaigns assisting other channels or campaigns?
Display
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Are they actually driving conversions or just branding?
If placements are not driving actual conversions or assisted conversions, be sure to exclude placements to increase efficiency.
Display
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If you notice mobile apps are driving irrelevant traffic, you can exclude them by adding the above placement exclusion to weed out inefficient traffic.
Display
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Are you over-serving ads to users?
AdWords Reach Metrics are available at the campaign level allow you to see how frequent your ads are showing to unique users. By reviewing CTR and CVR at the various reach metrics, you can then set a frequency cap on your display campaigns to prevent over-serving Ads to users. Key metric for remarketing campaigns
Segments
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Segments
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Segment your campaigns to see hidden areas where your account could be wasting money or needs further a!ention
Repeat offenders of hiding performance through segments include: - Search Partner Network - Device Mobile and Tablet - Top vs. Other
Segments
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How Do Search Partners Perform for your account?
A"er reviewing the data, you can then determine if you need to expand search partners, or maybe exclude them all together to help increase efficiency.
Segments
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How are mobile and tablets performing?
Adjust mobile bid modifiers to help optimize for optimal conversions and CPA/ROAS.
Segments
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Bing mobile and TABLET bid adjustments
Bing offers Tablet bids adjustments from -20% up to +300% to help optimize tablet performance
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Questions?
Cassie Oumedian Senior Digital Specialist
Hanapin Marketing @cass_Oumedian
Thue Madsen Marketing Operations Specialist
KISSmetrics @ThueLMadsen
