1. 61% of Google AdWords budgets
are completely wasted
JACOB BAADSGAARD, CEO & FOUNDER
DISRUPTIVE ADVERTISING

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Jacob is a passionate entrepreneur on a mission to help
businesses achieve online marketing success. As the
Founder & CEO of Disruptive Advertising, Jacob has
created an award-winning, world-class organization that
has helped over 2,000 businesses grow using pay-per-
click advertising and website optimization.
JACOB BAADSGAARD
CEO & Founder, Disruptive Advertising
@jakebaadsgaard

4. @disruptiveads
#KissWebinar
@JakeBaadsgaard

5. 1 Section One – AdWords: What are you really paying for?
Eliminating wasted ad spend
Keyword tiering
What you can expect
2 Section Two – How to get your account back on track
3 Section Three – What’s hiding in your AdWords account?
TABLE OF CONTENTS
The sad truth about AdWords
How to track down your wasted ad spend

6. WATCH WEBINAR RECORDING NOW

7. AdWords
What are you really paying for?

8. HOW ADWORDS IS SUPPOSED TO WORK
Relevant search
Keyword
Relevant text ad
Click
Conversion
Sale
Unfortunately, it doesn’t always work out that way…

10. WHAT REALLY HAPPENS
Relevant search
Keyword
Relevant text ad
Click

11. THE RESULTS ARE IN
Our research
• 3,000 AdWords audits
• $500+ million in ad spend
• 100+ billion impressions
• 500+ million clicks
• 1 conclusion
Most ad spend is wasted!
Ad Spend
Search terms w/conversions
Search terms w/out conversions

12. 61% OF AD SPEND NEVER PRODUCES A SINGLE CONVERSION

13. IS THIS IMPACTING YOUR ACCOUNT? HERE’S HOW TO CHECK
The AdWords F-Word =

14. Where is all your
money going?

15. SEARCH TERMS, QUALITY SCORE AND DEVICES

16. ARE YOU BIDDING ON THE RIGHT KEYWORDS?

17. LOCATIONS

18. ARE YOU RUNNING ADS IN THE RIGHT PLACES?

19. ARE YOU RUNNING ADS IN THE RIGHT PLACES?

20. TIME

21. ARE YOU RUNNING ADS AT THE RIGHT TIMES?

22. Now what?
How to set your account up
for success

23. GET RID OF MAJOR OFFENDERS FIRST
If a keyword, search term, location, device or time is producing real
meaningful results (ie, not just clicks), it may be worth keeping.
If not, though…

24. KEYWORD TIERING
Categorize your keywords into tiers based on the results they produce.
Sample tier setup:
Tier 1 – Highly profitable keywords
Tier 2 – Break-even to slightly profitable keywords
Tier 3 – Keywords with potential
Tier 4 – Long shot keywords

25. SETTING UP KEYWORD TIERS

26. SETTING UP KEYWORD TIERS

27. RESULTS

28. A FEW GOTCHAS TO WATCH OUT FOR
Tracking
Only 29% of AdWords accounts are
effectively tracking conversions
Segmentation
Desktop vs mobile
Search partner network vs Google network
Day of the week
Hour of the day
Internal keyword competition
Broad match is not your friend
1
2
3

29. What’s hiding in your
AdWords account?

30. FIXING YOUR ADWORDS ACCOUNT
Set Up Quality Tracking
Conversions
Sales and revenue
Audit Your AdWords Account
Find out what your budget is really paying for
Maximize Your Return on Investment
Stop paying for the wrong traffic!
Use keyword tiering to focus your budget
on your most profitable keywords
1
2
3

31. IS THIS IMPACTING YOUR ACCOUNT? HERE’S HOW TO CHECK
The AdWords F-Word =

32. LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

33. JACOB BAADSGAARD
CEO & Founder, Disruptive Advertising
@JakeBaadsgaard
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?