Mastering Your AdWords. TECO -> A Framework for AdWords Success

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1 Mastering Your AdWords TECO -> A Framework for AdWords Success 1

2 4 AdWords Metrics Categories The Questions to ask in each one of those categories to get more out of your AdWords The Metrics which belong in each category and how these can help to answer real business questions 2

3 Started recently after noticing AdWords by default doesn t give you enough to work with & optimize People rely on about 5-6% of the information in AdWords to make 100% of their decisions. Most decisions made then are probably wrong. Want proof? 3

4 AdWords has over 100 (104 actually) columns available by default. Not all are useful for everyone. You re probably only using these to make your decisions; Impressions, Clicks, CTR, CPC, Conversions, Revenue (Conv Value). 104/0.06 = 6.24%! No Wonder Your AdWords Isn't Performing! 4

5 5

6 You need to ask better questions Think bigger than impressions & Clicks Think holistically, think about what makes up the data. Test. 6

7 Traffic Metrics Engagement Metrics Cost Metrics Outcome Metrics 7

8 Traffic + Engagement + Costs = Outcomes 8

9 1. This is a great initial analysis tool. Not the end of ever having to dig deeper into your account. 2. This is not a great day to day dashboard to show everyone. This is for analyzing your account on a periodic basis (ie monthly) not daily management. 9

10 Traffic Metrics Engagement Metrics Cost Metrics Outcome Metrics 10

11 1. Am I showing in front of traffic? 2. How much potential traffic am I being exposed to? 3. What kind of SOV am I getting? 4. How much potential traffic am I losing, and why? 11

12 1. Avg. Position Where your ads rank compared to other ads 2. Impressions How many times your ad was shown in SERPs 3. Impression Share (IS) Impressions you got / number you were eligible for. 4. Lost IS (Rank) Impressions you didn t get due to poor ad rank 5. Lost IS (Budget) Impressions you didn t get due to lack of $$ 12

13 13

14 Traffic 1. Am I showing in front of traffic? a) Avg. Position 2. How much potential traffic am I being exposed to? a) Impressions 3. What kind of SOV am I getting? a) Impression Share 4. How much potential traffic am I losing, and why? a) Search IS Lost (Rank) b) Search IS Lost (Budget) 14

15 1. Am I showing in front of traffic? 2. How much potential traffic am I being exposed to? 3. What kind of SOV am I getting? 4. How much potential traffic am I losing, and why? 15

16 Engagement requires we link our AdWords with our Google Analytics Make sure it s linked in both AdWords & Analytics Engagement answers 2 important questions (very basically): Do people think my website sucks? Do people think my ads suck? Don t redesign your website based on these figures alone. 16

17 1. How successful was I at engaging my targeted audience? 2. How many people did I engage? 3. How many new people did I engage with? 4. How long did these people spend with me? 5. How deep did we get in our time together? 17

18 1. Clicks 2. CTR how often is my ad clicked when people see it? 3. % New Sessions - % of new users (potentially) who came through AdWords to your site 4. Bounce Rate - % of people who came to your site, and left immediately 5. Page per Session on avg. how many pages did people look at on your site 6. Avg Session Time how long (in seconds) did people spend on your site? 18

19 19

20 1. How successful was I at engaging people? a) CTR b) Bounce Rate 2. How many people did I engage with? a) Clicks 3. How engaged is my audience? 4. How many new people did I engage with? a) % New Sessions 5. How long did these people spend with me? a) Avg. Session Time 6. How deep did we get in our time together? a) Pages/Session 20

21 1. How many people did I engage? 2. How successful was I at engaging my targeted audience? 3. How many new people did I engage with? 4. How long did these people spend with me? 5. How deep did we get in our time together? 21

22 1. What did it cost me to get people to my site? 2. What did it cost me per person? 3. What did it cost me to acquire a new customer? 22

23 1. Cost total cost in your selected time period 2. Cost per Conversion cost per booking 3. Cost per Click cost of a lead 23

24 1. What did it cost me to get that traffic and engage these people? a) Cost 2. What did it cost me for each person on average? a) Cost/Conv 3. What did it cost for me to acquire a new customer? a) CPC 24

25 1. What did it cost me to get that traffic and engage these people? 2. What did it cost me for each person on average? 3. What did it cost for me to acquire a new customer? 25

26 1. How often did people who engaged with me buy? 2. How many people bought from me? 3. How much did I make? 4. How much did I make per person? 26

27 1. Calls phone calls made 2. All Conversion Rate % of people who converted from all conv. (calls included) 3. All Conversions - # of conversions 4. Conversion Value/Cost Profit per conversion 5. All Conversion Value - Revenue 27

28 1. How often did people who engaged with my website carry out a desired action? a) Conv Rate 2. How many people carried out the action I desire? a) All Conv b) Calls 3. How much did I make? a) All Conv Value 4. How much did I make per person? (revenue) a) Conv value/conv 28

29 1. Calls 2. All Conversion Rate 3. All Conversions 4. Conversion Value/Cost 5. All Conversion Value 29

30 Traffic Metrics Engagement Metrics Cost Metrics Outcome Metrics 30

31 1. This is a great initial analysis tool. Not the end of ever having to dig deeper into your account. 2. This is not a great day to day dashboard to show everyone. This is for analyzing your account on a periodic basis (ie monthly) not daily management. 31

32 32

33 Come talk to me or me for more! au.linkedin.com/in/patrickherberts 33

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