stop wasting money: the most important ppc reports you’re not using
Post on 17-Oct-2014
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DESCRIPTION
Live webinar recording: http://vert.ms/PPCreports Are your campaigns performing “just okay” but you can never seem to get them over the hump? Adwords provides an incredible wealth of data but most advertisers never take advantage. Learn how to easily identify wasted ad spend to lower cost-per-conversion and find opportunities to maximize conversion volume. In this presentation, you’ll learn: -A 5 minute analysis that can save you $1,000s! -The importance of a reporting calendar -Complete Adwords report overviewTRANSCRIPT
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www.verticalmeasures.com
PRESENTER: Zach Etten,
Director of PPC Advertising
@Zach_Etten
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www.verticalmeasures.com @Zach_Etten
www.letsgraph.com
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www.verticalmeasures.com
WHAT MAKES A PPC REPORT IMPORTANT?
• It tells the right story (KPI focused)
1. Define your business goals
2. Define your Adwords KPIs
3. Determine which reports are necessary
• It’s ACTIONABLE
@Zach_Etten
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www.verticalmeasures.com
WHY IS ACTIONABLE DATA SO IMPORTANT?
Data enables us to analyze.
Actionable data enables us optimize.
@Zach_Etten
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www.verticalmeasures.com
SEARCH TERM REPORT
How to find it:
Keywords > Details > Search Terms > All
@Zach_Etten
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www.verticalmeasures.com
SEARCH TERM REPORT
What it tells us:
The search queries users are actually searching for
@Zach_Etten
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www.verticalmeasures.com
SEARCH TERM REPORT
Why it’s useful:
• Negative keyword research
• Search research
• SEO keyword research
• Content marketing ideation
@Zach_Etten
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www.verticalmeasures.com
AUCTION INSIGHTS REPORT
How to find it:
Keywords > Details > Auction Insights > All
@Zach_Etten
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www.verticalmeasures.com
AUCTION INSIGHTS REPORT
What it tells us:Which competitors are also advertising on
your keywords
Remember: Ad position is not a competition. Bid
what you can afford to and then work to improve
conversion rate so you can afford more!
@Zach_Etten
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www.verticalmeasures.com
AUCTION INSIGHTS REPORT
Why it’s useful:
• Competitive Research
@Zach_Etten
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www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
How to find it:
Campaigns (AGs, Ads, KWs) > Columns > Google Analytics
@Zach_Etten
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www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
What it tells us:
How visitors interact with your website
@Zach_Etten
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www.verticalmeasures.com
GOOGLE ANALYTICS REPORT
Why it’s useful:
• Learn which landing pages are performing well
and which need improvement
@Zach_Etten
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www.verticalmeasures.com
CONVERSION TIME LAG REPORT
How to find it:
Tools > Conversions > Search Funnels > Time Lag
@Zach_Etten
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www.verticalmeasures.com
CONVERSION TIME LAG REPORT
What it tells us:
How long it takes visitors to convert
@Zach_Etten
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www.verticalmeasures.com
CONVERSION TIME LAG REPORT
Why it’s useful:
• Longer sales cycles typically indicate the need for
additional touch-points
• Remarketing Campaign
• Email Marketing Campaign
• Content Marketing
• Social Media
(not that these are unimportant for shorter sales cycles!)
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www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Time > Day of the week
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
What it tells us:
Performance segmented by each day of the week
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY DAY OF THE WEEK
Why it’s useful:
• Day of the week bid adjustments
• Many campaigns perform very differently
depending on the day of the week
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Time > Hour of Day
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
What it tells us:
Performance segmented by each hour of the day
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY HOUR OF DAY
Why it’s useful:
• Hour of the day bid adjustments
• Many campaigns perform very differently
depending on the time of day
@Zach_Etten
![Page 23: Stop Wasting Money: The Most Important PPC Reports You’re Not Using](https://reader034.vdocuments.net/reader034/viewer/2022051816/544167afafaf9f5a208b46d0/html5/thumbnails/23.jpg)
www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
How to find it:
Campaigns (AGs, Ads, KWs) > Segment > Top vs. Other
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
What it tells us:
How performance varies from top of page ads vs other ads
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY “TOP VS. OTHER”
Why it’s useful:
• Shows the importance of having ads on the top of
the page
• Shows the importance of improving
conversion rate so you can afford ads on
the top of the page
@Zach_Etten
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www.verticalmeasures.com
#1 MOST OFTEN OVERLOOKED REPORT THAT CAN SAVE YOU
$1,000S IN UNDER 5 MINUTES.
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY DEVICE
How to find it:
Campaigns (Ad Groups, Ads, Keywords) > Segment > Device
@Zach_Etten
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www.verticalmeasures.com
SEGMENT BY DEVICE
What it tells us:
Performance by user device
@Zach_Etten
![Page 29: Stop Wasting Money: The Most Important PPC Reports You’re Not Using](https://reader034.vdocuments.net/reader034/viewer/2022051816/544167afafaf9f5a208b46d0/html5/thumbnails/29.jpg)
www.verticalmeasures.com
SEGMENT BY DEVICE
Why it’s useful:
• Visitors on different devices perform differently
• Mobile bid adjustments
@Zach_Etten
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www.verticalmeasures.com
PUT THESE REPORTS TO WORK
Set an Adwords reporting schedule:Have a reporting schedule
a. Email and schedule reports in Adwords
b. Set calendar reminders to run reports
@Zach_Etten
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www.verticalmeasures.com
QUESTIONS?
Contact: 888-476-1881www.VerticalMeasures.com
@Zach_Etten
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www.verticalmeasures.com
NEXT WEBINAR…
Link Building Strategies That Move the Needle
Learn about:
• How to earn links
• Advanced search techniques
• Real world case studies
• Tools and resources
Register: www.verticalmeasures.com/webinars
10Apr
11am PST2pm EST
Kaila StrongDirector of Client Strategy
Vertical Measures