Presentation at DFW State of Search Conference on three new AdWords insights, and how you can make them mean something to you with Excel.

1. 3 Sneaky AdWords
Reports You Didn’t Know
Were There
(Or Didn’t Know What To Do With)
@SusanEDub
#StateofSearch

2. 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
1

3. Things I Get Geeky About
@SusanEDub
#StateofSearch

4. What We’ll Cover
Three Reports:
1. ‘’Google took our stuff!’’
!
2. Where, oh where, are my users?
?
3. We have to rank #1. (twitch)
Why?
• Movement of organic insights to paid insights
• Evolution of SERPs and ‘’result smushing’’
@SusanEDub
#StateofSearch
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5. Report #1: Google Took Our Stuff!
@SusanEDub
#StateofSearch
3

6. 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
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7. Check out the Winners & Laggers
Aggressively strategize in paid to make up for organic lag
Experiment with lowering bids
@SusanEDub
#StateofSearch
5

8. Report #2: Where, oh where…
@SusanEDub
#StateofSearch
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9. 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
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10. 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.
@SusanEDub
#StateofSearch
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11. Report #3: Where, oh where…(on the page version)
@SusanEDub
#StateofSearch
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12. “We Need to be #1.” You sure?
Yeah, here you probably do…
But here you really don’t…
@SusanEDub
#StateofSearch
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13. Conclusion
• 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.
@SusanEDub
#StateofSearch
11

14. Want Some More?
For more resources on these reports & link to Moz SERP page:
http://Wenograd.com/SOS
Email me:
Susan@Wenograd.com or “Contact Me” on site!
@SusanEDub
#StateofSearch

15. THANK
YOU!
@SusanEDub
#StateofSearch
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