3 AdWords Reports You Didn't Know About (Or Didn't Know What To Do With)

@SusanEDub #StateofSearch

Sneaky AdWordsReports You Didn’t KnowWere There

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(Or Didn’t Know What To Do With)

@SusanEDub #StateofSearch 1

Who Am I? • Ecommerce Junkie

• Have been both agency and client:- CircuitCity.com- Cadillac- GMC- Hamilton Beach Appliances- Chrysler

• Manager/Director/VP Roles in:- Email/Text Marketing & CRM- PPC- Display- Managed everything from designers to analysts

@SusanEDub #StateofSearch

Things I Get Geeky About

@SusanEDub #StateofSearch

?2. Where, oh where, are my users?

1. ‘’Google took our stuff!’’ !

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What We’ll CoverThree Reports:

3. We have to rank #1. (twitch)

Why?• Movement of organic insights to paid insights• Evolution of SERPs and ‘’result smushing’’

@SusanEDub #StateofSearch 3

Report #1: Google Took Our Stuff!

@SusanEDub #StateofSearch 4

Crunch it in Excel!

• Filter for “Both Shown”

• Filter out anything with No Impressions

• Combined results tend to show the best CTR

• Root out instances where Combined didn’t win.

• Mark them, and…

@SusanEDub #StateofSearch 5

Check out the Winners & LaggersAggressively strategize in paid to make up for organic lag

Experiment with lowering bids

@SusanEDub #StateofSearch 6

Report #2: Where, oh where…

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Case Study: Locations of Interest

• Created Aurora ad group & landing page with email collection for notification of Grand Opening• 6 weeks later, 7.1% conversion rate!

@SusanEDub #StateofSearch

Report #3: Where, oh where… (the page version)

• SERPs are increasingly complicated

• What is #1 anymore, really?

• Measurements in report:• “Top”: Above search

results on Search (or Shopping)

• “Other”: Next to, or below results on Search (or Shopping)

Credit: Moz/Dr. Pete.

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@SusanEDub #StateofSearch 9

Report #3: Where, oh where…(on the page version)

@SusanEDub #StateofSearch

Yeah, here you probably do…

But here you really don’t…

“We Need to be #1.” You sure?

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@SusanEDub #StateofSearch 11

• Cover the basics first. Don’t try and analyze the world at once.

• Dig around. New gems show up in AdWords a LOT.

• Don’t be afraid to export and mess with your data. (It won’t bite.)

• Stay aware of how the SERPs are evolving.

Conclusion

@SusanEDub #StateofSearch

Want Some More?

For more resources on these reports & link to Moz SERP page:

http://Wenograd.com/SOS

Email me:

[email protected] or “Contact Me” on site!

@SusanEDub #StateofSearch Back

THANK YOU!