1. 6 Paid Search Metrics That Matter
Master these PPC metrics to stay one step ahead of the rest
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2. Housekeeping Items
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 Contact us for a complimentary PPC Ad Audit. Details at
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3. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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4. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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5. 1 Conversation Rate
Definition of Conversion Rate (CVR)
Conversions
Conversion
Rate Total Clicks
Tip: Don’t just focus on Click-Through Rate (CTR)
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6. 2 Conversion Rate (CVR)
CVR makes an impact near the end of the search “funnel”
Impressions
Clicks
Conversion Rate
is calculated here Conversions
$
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7. 1 How to Improve CVR
A core element of all paid search performance
The main ways to improve conversion rate:
 Landing page optimization (LPO)
o Google Website Optimizer
 Prequalifying in Ad Copy
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8. 1 Improving Your CVR: Landing Page Optimization
Improving your user experience
Is Your Call to Action Obvious?
Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?
What differentiates you from your competitors?
What inspires visitors to take the next step?
Has your Primary Objective established Visual Priority?
Is the size of elements relative to importance?
Have you considered visitor’s logical eye path?
Have you optimized your lead forms?
Is all information absolutely necessary?
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9. 1 Improving Your CVR: Landing Page Optimization
Make your business solution compelling
• Capture the theme
• Have a call-to-action
• Experiment with copy variations
• Simplify navigation
• Include a clear offer or incentive
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10. 1 Improving Your CVR: Google Website Optimizer
Usability testing removes the guess work and replaces with actual
visitor data
• What Conversion Optimization Does:
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
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11. 1 Improving Your CVR: Prequalify in Ad Copy
Screen out traffic to ensure only qualified visitors click on your ad
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12. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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13. 2 Average Rank
What it is and why it’s important
Definition: Your ad’s average position on a
search engine during a period of time
Why It Matters:
Rank Volume
However, advertisers pay a premium for higher position
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14. 2 Average Rank on the Display Network
This metric behaves differently on the GDN
 Rank is not very useful on
the GDN
 Bidding up can actually
make this metric go down!
 Why?
 Being eligible for new
search auctions
 Being eligible for new
GDN sites
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15. 2 Average Rank Myths
Common misconceptions regarding average position
Myth: I need to rank in the first position for all
my keywords
Fact: Lowering your position can lead to more
efficient conversions
Why:
 Quality of users does not change, only
volume and price does
 CVR does not change based on position
http://adwords.blogspot.com/2009/08/conversion-rates-dont-vary-much-with-
ad.html
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16. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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17. 3 Actions Per Impression
Hidden gem for ad testing
Actions  Combines both CTR
and CVR into a single
metric
Impressions  Helps reconcile
problem on uneven ad
serving
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18. 3 Actions Per Impression (cont.)
Best practices when using this metric
Remember to set ad serving to “even” for proper testing!
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19. 3 Actions Per Impression (cont.)
Best practices when using this metric
Remember to set ad serving to “even” for proper testing!
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20. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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21. 4 Quality Score: The Basics
A crucial element of a successful account
What It Is: A measure of relevancy that Google uses
to determine ad performance and cost
Ads Keywords Website
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22. 4 Why Quality Score Matters
Large impact on overall performance of account
Quality Score (QS) affects three main elements:
Costs QS CPC
Ad Eligiblity
Ad Position
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23. 4 Improving Quality Score
Improve your CTR!
Copyright Symbol
Incentives
Ad Extensions
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24. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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25. 5 Impression Share
One of the few competitive metrics available
What It Is: Represents the percentage of times your ads were shown out
of the total available impressions your ads were eligible to appear for
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26. 5 Lost Impression Share Due to Budget
Percentage of impressions not received due to insufficient budget
What This Means:
 Lost opportunity due to budget capping!
How to Fix:
 Adjust bids so you are no longer hitting cap
OR
 Increase your caps
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27. 5 Lost Impression Share Due to Rank
Percentage of impressions not received due to low ad rank
What This Means:
 Your ads now showing up due to low ad position
How to Fix:
 Opportunity for more volume if you can afford to bid up
OR
 Improve the quality of your ads
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28. Webinar Agenda
1 Conversion Rate
2 Average Rank
3 Action Per Impression
4 Quality Score
5 Impression Share
6 Relative CTR
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29. 6 Relative Click-Through Rate (CTR)
Another competitive metric
Defined: Measure of how your ads are performing in the Display
Network compared to other advertiser’s ads that are appearing on
the same websites
Your CTR
Relative CTR
CTR of All Other
Advertisers on That
Placement
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30. 6 Relative Click-Through Rate (CTR)
Using relative CTR to your advantage
Why Relative CTR Matters: Shows where to concentrate your
optimization efforts
How Relative CTR is Measured:
1.0 is average
1.5 = 50% better than competition
0.5 = 50% worse than competition
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31. 5 Key Takeaways
• Focus on improving your relevancy to a searcher’s
query
• Competitive metrics are available that help guide
your optimization efforts
• Master the conversion metrics that will have a
meaningful impact on your business
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32. Thank You!

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