The Newest Way to Audit your PPC Account

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The Newest Way to Audit your PPC Account

Live Demo of the Totally New AdWords Grader!

WordStream Webinar August 4, 2015

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www.wordstream.com/learn

Want to get smart in paid search?

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Join the conversation on Twitter

@WordStream@LarryKim

@larrykim

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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

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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

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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

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Why Audit a PPC Account??

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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?

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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?

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What’s a Good Search CTR?

@larrykim

(Account Avg. CTR’s)

Average CTR for Position 3 is Around 3%

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PPC Benchmarks Vary Greatly By Industry

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Forrest vs. Trees

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How do You Know if These Metrics are Good or Not?

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How am I Doing vs. My Competitors, Over Time?

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Meet The Free AdWords Grader

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The World’s Most Amazing PPC Audit Tool

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Connects to AdWords to Generate Personalized PPC Audit

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Competitive Benchmarks vs. Your Competition

• We compare your account to other accounts with similar…

• Spend• Industry• Country

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Kind of Like Zillow, But for PPC Accounts

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Live Demo Time!

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A Quick Note About “Donkeys” vs. “Unicorns” (and Why I Obsess Over Them)

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Ad Click Through Rates: Winners vs. Losers

@larrykim

Source: WordStream Customer Data. Not Official Google Data.

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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

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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

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The Top 10% of Accounts Have 3-5x Higher Conversion Rates

@larrykim

Source: WordStream Customer Data. Not Official Google Data.

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Be a Unicorn Among a Sea of Donkeys

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Key Summary

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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

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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

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Questions?Email: support@wordstream.com

Phone: (617) 963-0555 x2

@larrykim

@larrykim