Stop Wasting Money: The Most Important PPC Reports You’re Not Using

www.verticalmeasures.com

PRESENTER: Zach Etten,

Director of PPC Advertising

@Zach_Etten

www.verticalmeasures.com @Zach_Etten

www.letsgraph.com


WHAT MAKES A PPC REPORT IMPORTANT?

• It tells the right story (KPI focused)

1. Define your business goals

2. Define your Adwords KPIs

3. Determine which reports are necessary

• It’s ACTIONABLE

@Zach_Etten


WHY IS ACTIONABLE DATA SO IMPORTANT?

Data enables us to analyze.

Actionable data enables us optimize.

@Zach_Etten


SEARCH TERM REPORT

How to find it:

Keywords > Details > Search Terms > All

@Zach_Etten


SEARCH TERM REPORT

What it tells us:

The search queries users are actually searching for

@Zach_Etten


SEARCH TERM REPORT

Why it’s useful:

• Negative keyword research

• Search research

• SEO keyword research

• Content marketing ideation

@Zach_Etten


AUCTION INSIGHTS REPORT

How to find it:

Keywords > Details > Auction Insights > All

@Zach_Etten



What it tells us:Which competitors are also advertising on

your keywords

Remember: Ad position is not a competition. Bid

what you can afford to and then work to improve

conversion rate so you can afford more!

@Zach_Etten



Why it’s useful:

• Competitive Research

@Zach_Etten


GOOGLE ANALYTICS REPORT

How to find it:

Campaigns (AGs, Ads, KWs) > Columns > Google Analytics

@Zach_Etten



What it tells us:

How visitors interact with your website

@Zach_Etten



Why it’s useful:

• Learn which landing pages are performing well

and which need improvement

@Zach_Etten


CONVERSION TIME LAG REPORT

How to find it:

Tools > Conversions > Search Funnels > Time Lag

@Zach_Etten



What it tells us:

How long it takes visitors to convert

@Zach_Etten



Why it’s useful:

• Longer sales cycles typically indicate the need for

additional touch-points

• Remarketing Campaign

• Email Marketing Campaign

• Content Marketing

• Social Media

(not that these are unimportant for shorter sales cycles!)


SEGMENT BY DAY OF THE WEEK

How to find it:

Campaigns (AGs, Ads, KWs) > Segment > Time > Day of the week

@Zach_Etten



What it tells us:

Performance segmented by each day of the week

@Zach_Etten



Why it’s useful:

• Day of the week bid adjustments

• Many campaigns perform very differently

depending on the day of the week

@Zach_Etten


SEGMENT BY HOUR OF DAY

How to find it:

Campaigns (AGs, Ads, KWs) > Segment > Time > Hour of Day

@Zach_Etten



What it tells us:

Performance segmented by each hour of the day

@Zach_Etten



Why it’s useful:

• Hour of the day bid adjustments

• Many campaigns perform very differently

depending on the time of day

@Zach_Etten


SEGMENT BY “TOP VS. OTHER”

How to find it:

Campaigns (AGs, Ads, KWs) > Segment > Top vs. Other

@Zach_Etten



What it tells us:

How performance varies from top of page ads vs other ads

@Zach_Etten



Why it’s useful:

• Shows the importance of having ads on the top of

the page

• Shows the importance of improving

conversion rate so you can afford ads on

the top of the page

@Zach_Etten


#1 MOST OFTEN OVERLOOKED REPORT THAT CAN SAVE YOU

$1,000S IN UNDER 5 MINUTES.

@Zach_Etten


SEGMENT BY DEVICE

How to find it:

Campaigns (Ad Groups, Ads, Keywords) > Segment > Device

@Zach_Etten


SEGMENT BY DEVICE

What it tells us:

Performance by user device

@Zach_Etten


SEGMENT BY DEVICE

Why it’s useful:

• Visitors on different devices perform differently

• Mobile bid adjustments

@Zach_Etten


PUT THESE REPORTS TO WORK

Set an Adwords reporting schedule:Have a reporting schedule

a. Email and schedule reports in Adwords

b. Set calendar reminders to run reports

@Zach_Etten


QUESTIONS?

Contact: 888-476-1881www.VerticalMeasures.com

@Zach_Etten

http://www.verticalmeasures.com/


NEXT WEBINAR…

Link Building Strategies That Move the Needle

Learn about:

• How to earn links

• Advanced search techniques

• Real world case studies

• Tools and resources

Register: www.verticalmeasures.com/webinars

10Apr

11am PST2pm EST

Kaila StrongDirector of Client Strategy

Vertical Measures

http://www.verticalmeasures.com/webinars

Stop Wasting Money: The Most Important PPC Reports You’re Not Using

Business

auction insights

search term

google analytics

differently

details gt

performance

time gt

campaigns