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The Newest Way to Audit your PPC Account

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Internet Marketing Software - WordStream
Internet Marketing Software - WordStream

Knowing how your account(s) is performing is key. I have a solution to audit your account that won’t cost you a dime and will only take 60 seconds- our FREE TOOL, the AdWords Performance Grader. The grader has analyzed over 70,000 unique accounts and $5.5 billion of unique spend which enabled us to conduct focus groups to discover what data is most important and helpful to YOU. In our webinar, The Newest Way to Audit Your PPC Account, I will walk you through our redesigned award winning AdWords Performance Grader.

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1 The Newest Way to Audit your PPC Account Live Demo of the Totally New AdWords Grader! WordStream Webinar August 4, 2015
2 www.wordstream.com/learn Want to get smart in paid search?
3 Join the conversation on Twitter @WordStream @LarryKim @larrykim
4 Meet Your Presenter Larry Kim (@larrykim) • Founder of WordStream & #ppckid • Been doing PPC & SEO for over 10 years • Voted #1 PPC expert from PPC Hero for Last 3 Years! @larrykim
5 Today’s Agenda • Why Audit Your AdWords Account? • Examples of .. • The TOP 5% of account that are crushing AdWords • Accounts that are sinking & in desperate need of a life- raft • A guided tour of the Free AdWords Grader @larrykim
6 Live Poll: Have You Ever Audited Your AdWords Account? • What’s an AdWords Audit? • Not yet, but I’m interested in learning about how my AdWords Account is doing • Yes! Every few months or so. @larrykim
7 Why Audit a PPC Account??
8 a) Ad A • 32,423 Impressions • 453 clicks (1.4% CTR) • Average Position: 2.8 b) Ad B • 36,223 Impressions • 760 clicks (2.1% CTR) • Average Position: 3.0 Assumptions: • Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network. Pop Quiz: Which Ad Wins?
9 Trick Question! Both Ads Suck. • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why?
10 What’s a Good Search CTR? @larrykim (Account Avg. CTR’s) Average CTR for Position 3 is Around 3%
11 PPC Benchmarks Vary Greatly By Industry
12 Forrest vs. Trees
13 How do You Know if These Metrics are Good or Not?
14 How am I Doing vs. My Competitors, Over Time?
15 Meet The Free AdWords Grader
16 The World’s Most Amazing PPC Audit Tool
17 Connects to AdWords to Generate Personalized PPC Audit
18 Competitive Benchmarks vs. Your Competition • We compare your account to other accounts with similar… • Spend • Industry • Country
19 Kind of Like Zillow, But for PPC Accounts
20 Live Demo Time!
21 A Quick Note About “Donkeys” vs. “Unicorns” (and Why I Obsess Over Them)
22 Ad Click Through Rates: Winners vs. Losers @larrykim Source: WordStream Customer Data. Not Official Google Data.
23 Donkey VS. Unicorn Ads @larrykim Distribution Point Vs. Expected CTR Comments Bottom 50% Below Expected CTR Donkeys Top 15% 2x OK Top 5% 3x Better Top 1% 6x Unicorns
24 Donkey VS. Unicorn Ads @larrykim Distribution Point Vs. Expected CTR Comments Bottom 50% Below Expected CTR Donkeys Top 15% 2x OK Top 5% 3x Better Top 1% 6x Unicorns
25 The Top 10% of Accounts Have 3-5x Higher Conversion Rates @larrykim Source: WordStream Customer Data. Not Official Google Data.
26 Be a Unicorn Among a Sea of Donkeys
27 Key Summary
28 Summary: PPC Audits Provide.. 1. Context: AdWords is competitive. How am I doing vs. other companies like me? What am I doing in my account? 2. Highlight Areas of Strength and Weakness: Where should I be focusing my efforts? 3. Trends: How am I doing relative to the competitive landscape over time? Are my optimization efforts working? 4. Competition: PPC marketing is competitive. Be a Unicorn, not a donkey. @larrykim
29 @larrykim Special Offers I would like to get set up with … A. FREE Live demo of the WordStream Advisor B. 1-1 AdWords Assessment C. I don’t need help with my PPC
30 Questions? Email: support@wordstream.com Phone: (617) 963-0555 x2 @larrykim @larrykim

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The Newest Way to Audit your PPC Account

  • 1. 1 The Newest Way to Audit your PPC Account Live Demo of the Totally New AdWords Grader! WordStream Webinar August 4, 2015
  • 3. 3 Join the conversation on Twitter @WordStream @LarryKim @larrykim
  • 4. 4 Meet Your Presenter Larry Kim (@larrykim) • Founder of WordStream & #ppckid • Been doing PPC & SEO for over 10 years • Voted #1 PPC expert from PPC Hero for Last 3 Years! @larrykim
  • 5. 5 Today’s Agenda • Why Audit Your AdWords Account? • Examples of .. • The TOP 5% of account that are crushing AdWords • Accounts that are sinking & in desperate need of a life- raft • A guided tour of the Free AdWords Grader @larrykim
  • 6. 6 Live Poll: Have You Ever Audited Your AdWords Account? • What’s an AdWords Audit? • Not yet, but I’m interested in learning about how my AdWords Account is doing • Yes! Every few months or so. @larrykim
  • 7. 7 Why Audit a PPC Account??
  • 8. 8 a) Ad A • 32,423 Impressions • 453 clicks (1.4% CTR) • Average Position: 2.8 b) Ad B • 36,223 Impressions • 760 clicks (2.1% CTR) • Average Position: 3.0 Assumptions: • Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network. Pop Quiz: Which Ad Wins?
  • 9. 9 Trick Question! Both Ads Suck. • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why?
  • 10. 10 What’s a Good Search CTR? @larrykim (Account Avg. CTR’s) Average CTR for Position 3 is Around 3%
  • 11. 11 PPC Benchmarks Vary Greatly By Industry
  • 13. 13 How do You Know if These Metrics are Good or Not?
  • 14. 14 How am I Doing vs. My Competitors, Over Time?
  • 15. 15 Meet The Free AdWords Grader
  • 16. 16 The World’s Most Amazing PPC Audit Tool
  • 17. 17 Connects to AdWords to Generate Personalized PPC Audit
  • 18. 18 Competitive Benchmarks vs. Your Competition • We compare your account to other accounts with similar… • Spend • Industry • Country
  • 19. 19 Kind of Like Zillow, But for PPC Accounts
  • 21. 21 A Quick Note About “Donkeys” vs. “Unicorns” (and Why I Obsess Over Them)
  • 22. 22 Ad Click Through Rates: Winners vs. Losers @larrykim Source: WordStream Customer Data. Not Official Google Data.
  • 23. 23 Donkey VS. Unicorn Ads @larrykim Distribution Point Vs. Expected CTR Comments Bottom 50% Below Expected CTR Donkeys Top 15% 2x OK Top 5% 3x Better Top 1% 6x Unicorns
  • 24. 24 Donkey VS. Unicorn Ads @larrykim Distribution Point Vs. Expected CTR Comments Bottom 50% Below Expected CTR Donkeys Top 15% 2x OK Top 5% 3x Better Top 1% 6x Unicorns
  • 25. 25 The Top 10% of Accounts Have 3-5x Higher Conversion Rates @larrykim Source: WordStream Customer Data. Not Official Google Data.
  • 26. 26 Be a Unicorn Among a Sea of Donkeys
  • 28. 28 Summary: PPC Audits Provide.. 1. Context: AdWords is competitive. How am I doing vs. other companies like me? What am I doing in my account? 2. Highlight Areas of Strength and Weakness: Where should I be focusing my efforts? 3. Trends: How am I doing relative to the competitive landscape over time? Are my optimization efforts working? 4. Competition: PPC marketing is competitive. Be a Unicorn, not a donkey. @larrykim
  • 29. 29 @larrykim Special Offers I would like to get set up with … A. FREE Live demo of the WordStream Advisor B. 1-1 AdWords Assessment C. I don’t need help with my PPC