For more information, visit: http://www.wordstream.com As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance. Information is good, but information overload is paralyzing, so it's important to focus on the metrics that provide the most insight into your performance. In this webinar you'll learn: -The 5 most important metrics for landing page optimization - 5 key metrics for measuring PPC performance - Why these metrics are so important for campaign analysis - How to quickly find out how your own campaigns are performing and how you can improve them

1. Webinar:
10 Metrics for PPC &
Landing Pages That Help
You Make More Money
Larry Kim, WordStream
Carlos del Rio, Unbounce
August 21, 2012
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2. Do you understand these terms?
Question: Which are the most important key metrics to
focus on in your account?
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3. Today’s Agenda
• 5 Top metrics for PPC campaigns (Larry)
– Why they matter
– How to Rate your Performance
• 5 Important Metrics for Landing Pages (Carlos)
– Why they matter
– How you can improve them
• Questions & Answers
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4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #keymetrics in your Twitter tweets,
Google+ status updates, etc.
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5. Speaker Introductions
• Carlos Del Rio
– Director of Conversion Analysis & Digital
Strategy
– Co-author of User Driven Change: Give
Them What They Want and A Strategic
Framework for Emerging Media
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 3 Years ago, started WordStream!
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
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6. Live Poll Question #1
Question: Which of the following AdWords Metrics would
you say are the most important for managing your Google
AdWords Search campaigns?
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
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7. The 5 Key Metrics that Define Your AdWords Performance
At WordStream, we believe that you can get a sense for the
health of an AdWords account by measuring just 5 key
metrics:
1. Quality Score
2. Click-Through Rate
3. Account Activity
4. Long-Tail Keyword Optimization
5. Negative Keyword Usage
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8. Grade Yourself! http://www.wordstream.com/google-adwords
• Baseline your performance
• 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)
www.wordstream.com/google-adwords
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9. What will you learn? http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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10. 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
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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.
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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.
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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!™
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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.
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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!
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16. Summary: The 5 Metrics That Matter for PPC
A. Focus on the 5 PPC Metrics that matter:
• Quality Score
• Click-Through Rate
• Account Activity
• Long-Tail Keyword Optimization
• Negative Keyword Usage
B. Leverage tools and automation to enable PPC best
practices to improve your return on investment (ROI) on
paid search
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17. Buy Xena Warrior Princess Chakram
1.) Headline with Call To Action
2.) Demonstration 3.) Value
4.) Support
Wow! The free shipping got
here in two days!
- Happy McCustomer
5.) Action
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18. Will It Bounce?
Check Message Match
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19. Conversion Starts
Test Layout & Call to Action
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20. Conversion Completion
Test Call to Action, Form Length, & Eliminate Coupon Codes
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21. Abandonment Rate
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22. Cost Per Action
Improve PPC Factors or Conversion Factors
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23. Summary of Metrics
 Bounce Rate
 Conversion Starts
 Conversion Completions
 Abandonment Rate
 Cost Per Action
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25. Special Offers
• Unbounce
– 30 day free trial
– 50% off for 3 months with promo code
WSwebinar503
– Get started at http://try.unbounce.com/with-
wordstream/
• WordStream
– Grade your account
– Then get a free account assessment with one of our
Search experts
– We’ll help you identify missed opportunities and more
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26. Live Poll Question #2
Q: Would you like…
• A free AdWords account audit and help in understanding
your score with a certified AdWords Professional
• A demo of WordStream PPC Advisor
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27. Your Questions
Thank you for attending WordStream and Unbounce’s webinar on:
10 Metrics for PPC & Landing Pages That Help You Make More
Money. #ppcmetrics
Evaluate your ppc campaings today!
http://www.wordstream.com/google-adwords
Learn more about Unbounce:
http://try.unbounce.com/with-wordstream
Or contact us directly:
Carlos del Rio
carlos@unbounce.com
Larry Kim
lkim@wordstream.com
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