As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance. Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance. We believe that there are eight core metrics that provide an excellent overview of the performance of your AdWords campaigns. In this webinar you'll learn: *8 key PPC metrics, including *Quality Score, wasted spend and impression share *Why these metrics are so important for campaign analysis *How to quickly find out how your own campaigns are performing

1. Acquisio & WordStream
Webinar: The 8 Metrics That
Matter for PPC
Alexandre Pelletier, Director of Marketing, Acquisio
Larry Kim, Founder, CTO
Adam Shain, Product Manager
October 19, 2011

2. Do you understand these terms?
Question: Which are the most important key metrics to
focus on in your account?
CONFIDENTIAL – DO NOT DISTRIBUTE 2

3. Today’s Agenda
• The 8 PPC account metrics that matter & why.
• Introducing the Free AdWords Performance Grader
for measuring your account’s key metrics
• AdWords Clinic - A review of real, best & worst-
scoring AdWords accounts
• Actionable best-practices (and PPC worst-practices
to avoid!)
• How to go about improving your PPC metrics
• Acquisio & WordStream Case Study!
• Questions & Answers
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4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppcmetrics in your Twitter
tweets, Google+ status updates, etc.
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5. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
– WordStream helps people get their website
found on the internet!
• Adam Shain
– Product Manager, Search Marketing Expert
– MBA from Babson
• Alexandre Pelletier
– Director of Marketing, Acquisio
– Veteran Online Marketer!
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6. Live-Poll Question
Question: Which of the following two AdWords Metrics
would you say are the most important for managing your
Google AdWords Search campaigns? (Pick only 2 Please)
#ppcmetrics
a) Clicks (Cost, Cost-Per-Click)
b) Quality Score (Click-Through-Rate)
c) Conversions (Cost Per Conversion, Conversion Rate)
d) Search Query Report
e) Impression Share Report
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7. The 8 Key Metrics that Define Your AdWords Performance
At WordStream, we believe that you can get a sense for the
health of a an AdWords account by measuring the following
metrics 8 Metrics:
1. Quality Score
2. Click-Through Rate
3. Impression Share
4. Account Activity
5. Long-Tail Keyword Optimization
6. Negative Keyword Usage
7. Ad-Text Metrics
8. Conversion Rate & Landing Page Metrics
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8. Introducing the AdWords Performance Grader
• A free, instant PPC audit in under a minute!
• Grades your AdWords account performance based on the 8
PPC metrics that really matter
• Compares how you’re doing against other accounts of
similar size (monthly spend)
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9. AdWords AdWords Clinic!
• We’ll review 2 real AdWords accounts and review
the metrics that matter to determine if they’re
succeeding or failing, and what they can do to
improve
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10. 5 AdWords Tips from Outstanding AdWords Marketers
• Get Familiar with Your Search Query Report
• Focus on Relevance
• Get Sufficient Data for Analysis
• Split Ad Groups Frequently
• Make Note of What Works in Your Account
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11. 3 AdWords Worst-Practices & Attitudes to Avoid
• Defensiveness. Closed-mindedness.
• Excuses for poor account performance.
• Apathy. Low account activity.
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12. Improving Your AdWords Account Metrics
• To improve account performance, leverage
intelligent automation to enable best practices
around key metrics.
• WordStream provides powerful tools and automated
algorithms that can help you improve on your
account metrics.
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13. 1. Use QueryStream™ to Act on Search Query Data
• Actionable Search Query Report
• See the search queries that users entered to find
your website
– Add them as keywords if they’re good
– Set negative keywords if they’re bad
• Powerful filters to help you dig through data quickly.
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14. 2. Use SavingsAlerts™ from WordStream to Eliminate Junk
Keywords
• We do all the work of finding
junk keywords
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
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15. 3. Target Mid & Long Tail Keywords with WordStream
• Leverage WordStream Trillion-Keyword Database™ and
Powerful automated algorithms
• Discovers profitable, relevant mid & long-tail keywords that you
may have missed out on.
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16. 4. Split AdGroups for Maximum Relevancy with WordStream
AdGroup 2
AdGroup 1
AdGroup 3
AdGroup 4
• Quickly break-up bloated ad-groups into more
targeted, relevant ad groups.
• Improve CTR, Quality Score, Conversion Rates with just one
click!
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17. Acquisio & WordStream Case Study!
Presented by Alexandre Pelletier - Director, Marketing
Acquisio
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18. THE 8 METRICS THAT MATTERS TO PPC
CASE STUDY

19. Acquisio Overview
The leading performance media platform for agencies, Acquisio helps agency
marketers buy, track, manage, optimize, retarget, and report on media
across all channels—including search, social, and display media.
Search Social Display Tracking
C L I C K S
Acquisio White Label Platform
Client Client Client Client Client
AGENCY

20. 2ND LAW MEDIA
• Using Acquisio platform for automation and reporting
• Tested WordStream in August campaigns for 3 clients using:
• Quality Score
• Negative Keyword Usage
• For more information
Tim Hamick
Managing Principal
2ndLAW Media
214-379-4322
tim.hamick@secondlawmedia.com

21. Surgery Center
• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 81k to 66k
• Conversion up from 68 to 89
• Conversion rate up from 4% to 7%

22. Medical Center (Recruiting Campaign)
• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 82k to 69k
• Conversion up from 90 to 115
• Conversion rate up from 7% to 11%

23. Weight Loss Practitioner
• Began Acquisio / Wordstream integration on August 1, 2011
• Impressions down from 340k to 171k
• Conversion up from 73 to 135
• Conversion rate up from 2% to 4%
• Average Position down from 1.35 to 3.48

24. Case Study Take Away
• Uncover new opportunities by looking at new metrics
• Automation tool helps you implement changes across thousand
of keywords
• Don’t be fooled by intuition, let the numbers speak!

25. Webinar Summary: The 8 Metrics That Matter for PPC
A. Focus on the 8 PPC Metrics that matter:
• Quality Score, Click-Through Rate, Impression Share, Account Activity, Long-Tail
Keyword Optimization, Negative Keyword Usage, Ad-Text Metrics, Conversion
Rate & Landing Page Metrics
B. Leverage tools and automation to enable PPC best
practices which will improve your return on investment
(ROI) on paid search
C. The best PPC accounts take time to build and maintain.
It’s an ongoing process. For best results, dedicate at least
20 minutes / week towards AdWords account optimization
(or get WordStream to do the work for you!)
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26. Live Poll Question #2
Q: Would you like us to follow up with you regarding
WordStream or Acquisio services and software
solutions? #ppcmetrics
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27. Your Questions
Thank you for attending Acquisio & WordStream’s webinar on:
The 8 Metrics That Matter for PPC. #ppcmetrics
Evaluate your account against the 8 PPC metrics that matter today!
http://www.wordstream.com/google-adwords
Learn more about Acquisio:
http://www.acquisio.com
Or contact us directly:
Alexandre Pelletier
apelletier@acquisio.com
Adam Shain
ashain@wordstream.com
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