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Acquisio & WordStream
Webinar: The 8 Metrics That
Matter for PPC

Alexandre Pelletier, Director of Marketing, Acquisio
Larry Kim, Founder, CTO
Adam Shain, Product Manager
October 19, 2011
Do you understand these terms?




 Question: Which are the most important key metrics to
 focus on in your account?


                                         CONFIDENTIAL – DO NOT DISTRIBUTE   2
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
• Acquisio & WordStream Case Study!
• Questions & Answers


                                                       3
Take Part in Live Blogging on Twitter / Google+


•   Include the hashtag #ppcmetrics in your Twitter
    tweets, Google+ status updates, etc.




                                                      4
Speaker Introductions

• Larry Kim
   – Founder, CTO, WordStream, Inc.
   – Today we’re an industry-leading provider of a
     PPC Management Platform and Keyword
     Research Tools
   – WordStream helps people get their website
     found on the internet!
• Adam Shain
   – Product Manager, Search Marketing Expert
   – MBA from Babson
• Alexandre Pelletier
   – Director of Marketing, Acquisio
   – Veteran Online Marketer!


                                                     5
Live-Poll Question

Question: Which of the following two AdWords Metrics
would you say are the most important for managing your
Google AdWords Search campaigns? (Pick only 2 Please)
#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




                                                          6
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




                                                             7
Introducing the AdWords Performance 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)




                                                             8
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




                                                      9
5 AdWords Tips from Outstanding AdWords Marketers

• Get Familiar with Your Search Query Report
• Focus on Relevance
• Get Sufficient Data for Analysis
• Split Ad Groups Frequently
• Make Note of What Works in Your Account




                                                    10
3 AdWords Worst-Practices & Attitudes to Avoid

• Defensiveness. Closed-mindedness.
• Excuses for poor account performance.
• Apathy. Low account activity.




                                                 11
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.




                                                 12
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.




                                                           13
2. Use SavingsAlerts™ from WordStream to Eliminate Junk
Keywords


• 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!™




                                                          14
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.




                                                                      15
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!



                                                                16
Acquisio & WordStream Case Study!

Presented by Alexandre Pelletier - Director, Marketing
Acquisio




                                                         17
THE 8 METRICS THAT MATTERS TO PPC
           CASE STUDY
Acquisio Overview

The leading performance media platform for agencies, Acquisio helps agency
marketers buy, track, manage, optimize, retarget, and report on media
across all channels—including search, social, and display media.
    Search                   Social                Display       Tracking




                                                                     C L I C K S




                            Acquisio White Label Platform
   Client          Client              Client           Client   Client

                                      AGENCY
2ND LAW MEDIA

• Using Acquisio platform for automation and reporting
• Tested WordStream in August campaigns for 3 clients using:
  • Quality Score
  • Negative Keyword Usage




• For more information
   Tim Hamick
   Managing Principal
   2ndLAW Media
   214-379-4322
   tim.hamick@secondlawmedia.com
Surgery Center




• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 81k to 66k
• Conversion up from 68 to 89
• Conversion rate up from 4% to 7%
Medical Center (Recruiting Campaign)




• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 82k to 69k
• Conversion up from 90 to 115
• Conversion rate up from 7% to 11%
Weight Loss Practitioner




• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 340k to 171k
• Conversion up from 73 to 135
• Conversion rate up from 2% to 4%
• Average Position down from 1.35 to 3.48
Case Study Take Away

• Uncover new opportunities by looking at new metrics


• Automation tool helps you implement changes across thousand
 of keywords

• Don’t be fooled by intuition, let the numbers speak!
Webinar 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 to do the work for you!)




                                                                                    25
Live Poll Question #2

Q: Would you like us to follow up with you regarding
WordStream or Acquisio services and software
solutions? #ppcmetrics




                                                 26
Your Questions

 Thank you for attending Acquisio & 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
 Learn more about Acquisio:
                         http://www.acquisio.com

 Or contact us directly:
                                   Alexandre Pelletier
                                   apelletier@acquisio.com

                                   Adam Shain
                                   ashain@wordstream.com


                                                                      27

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WordStream & Acquisio present: The 8 PPC Metrics That Matter

  • 1. Acquisio & WordStream Webinar: The 8 Metrics That Matter for PPC Alexandre Pelletier, Director of Marketing, Acquisio Larry Kim, Founder, CTO Adam Shain, Product Manager October 19, 2011
  • 2. Do you understand these terms? Question: Which are the most important key metrics to focus on in your account? CONFIDENTIAL – DO NOT DISTRIBUTE 2
  • 3. 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 • Acquisio & WordStream Case Study! • Questions & Answers 3
  • 4. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #ppcmetrics in your Twitter tweets, Google+ status updates, etc. 4
  • 5. Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet! • Adam Shain – Product Manager, Search Marketing Expert – MBA from Babson • Alexandre Pelletier – Director of Marketing, Acquisio – Veteran Online Marketer! 5
  • 6. Live-Poll Question Question: Which of the following two AdWords Metrics would you say are the most important for managing your Google AdWords Search campaigns? (Pick only 2 Please) #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 6
  • 7. 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 7
  • 8. Introducing the AdWords Performance 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) 8
  • 9. 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 9
  • 10. 5 AdWords Tips from Outstanding AdWords Marketers • Get Familiar with Your Search Query Report • Focus on Relevance • Get Sufficient Data for Analysis • Split Ad Groups Frequently • Make Note of What Works in Your Account 10
  • 11. 3 AdWords Worst-Practices & Attitudes to Avoid • Defensiveness. Closed-mindedness. • Excuses for poor account performance. • Apathy. Low account activity. 11
  • 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. 12
  • 13. 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. 13
  • 14. 2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords • 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!™ 14
  • 15. 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. 15
  • 16. 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! 16
  • 17. Acquisio & WordStream Case Study! Presented by Alexandre Pelletier - Director, Marketing Acquisio 17
  • 18. THE 8 METRICS THAT MATTERS TO PPC CASE STUDY
  • 19. Acquisio Overview The leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, social, and display media. Search Social Display Tracking C L I C K S Acquisio White Label Platform Client Client Client Client Client AGENCY
  • 20. 2ND LAW MEDIA • Using Acquisio platform for automation and reporting • Tested WordStream in August campaigns for 3 clients using: • Quality Score • Negative Keyword Usage • For more information Tim Hamick Managing Principal 2ndLAW Media 214-379-4322 tim.hamick@secondlawmedia.com
  • 21. Surgery Center • Began Acquisio / Wordstream integration on August 1, 2011 • Impressions down from 81k to 66k • Conversion up from 68 to 89 • Conversion rate up from 4% to 7%
  • 22. Medical Center (Recruiting Campaign) • Began Acquisio / Wordstream integration on August 1, 2011 • Impressions down from 82k to 69k • Conversion up from 90 to 115 • Conversion rate up from 7% to 11%
  • 23. Weight Loss Practitioner • Began Acquisio / Wordstream integration on August 1, 2011 • Impressions down from 340k to 171k • Conversion up from 73 to 135 • Conversion rate up from 2% to 4% • Average Position down from 1.35 to 3.48
  • 24. Case Study Take Away • Uncover new opportunities by looking at new metrics • Automation tool helps you implement changes across thousand of keywords • Don’t be fooled by intuition, let the numbers speak!
  • 25. Webinar 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 to do the work for you!) 25
  • 26. Live Poll Question #2 Q: Would you like us to follow up with you regarding WordStream or Acquisio services and software solutions? #ppcmetrics 26
  • 27. Your Questions Thank you for attending Acquisio & 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 Learn more about Acquisio: http://www.acquisio.com Or contact us directly: Alexandre Pelletier apelletier@acquisio.com Adam Shain ashain@wordstream.com 27