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Advanced Account Analysis & Optimizations

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Carrie Albright• Associate Director of Services• @Albright_C

Jacob Fairclough• Senior Account Analyst• @RealSecretJake

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Benchmarking Past PerformanceCompetitive Metrics Google Analytics

AGENDA

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Benchmarking Past

PerformanceKeeping On Track To Keep

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• Benchmarking helps you understand where you are gaining or losing.

• Understanding past trends helps in developing projections.

Why It Matters

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• Week Over Week– Have my changes impacted performance?

• Month Over Month– Is the account moving in the right direction?

• Quarter over Quarter– Are we hitting goals?

• Year Over Year– What should we do next year?

What Each Period Means

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• What am I comparing?– Don’t settle for aggregates, focus on specifics

• Specific Brands, Channels, Match Types, etc• Search Vs. Display• Search Vs. Search Partners

• Why does it matter?– Is the change good or bad?– Why did it happen?– How can you respond?

Considerations

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• Performance by day of week– User behavior varies by day (Weekend vs.

Weekdays)• Performance by hour of day– People might search in free time during the

morning but make purchases from home at night

• Avg and Median Performance for any range– Having a benchmark for a specific period helps

know if something is off

Diving Deeper

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Diving Into Hours and Days

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Figuring Out Your Average Day

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“Lin Rodnitzky Aggressiveness Ratio”

• What content is converting?– How efficient are the “good” keywords?

• Why content fails to convert?– Which terms have never converted? – Why does it matter?– How much are you wasting on non-performing

content?

Keyword Efficiency

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• Total cost / total conversions = Current CPA

• Total cost of keywords with conversions / total conversions = Actual CPA

“Lin Rodnitzky Aggressiveness Ratio”

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Current CPA

÷ Actual CPA

1.5-2.0: Nice

healthy mix2.0-2.5: Excessive

reach happening

2.5+: Waste abounds!

Findings

1.0-1.5: Scaredy cat approach

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• How thorough is your keyword coverage?

• How effectively are you funneling your search queries?

Cross Pollution

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Step 1: Search query report Step 2: PIVOT!

Steps

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Partial keyword match:Clean up negatives

Popular but Homeless query:Break out new campaign or ad group

Repetitive targeting:Review what segmentation is in place. Is it working?

Interpreting Your Results

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Welcome

Competitive Metrics

Keeping up with the competition

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• Launching new campaigns• Seasonal periods• Steep performance changes

When to Check

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• Abrupt Changes In your own IS– Top of Page vs. Other– Changes In Total IS– Surging “Above Rates”

• Changes in CPCs• Volatile Avg. Position

What To Look For

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Evaluating Performance Over Time

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Spying On Competitors

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• Auction Insights• Scripts and Custom Templates

Impression Share Tools

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Google Analytics

Unleashing the Data

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Set GA Alerts to tell you what needs to be

investigated.

Check all GA metrics everyday.

Alert Yo’self!

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Ex. 1 General Traffic/ Tracking Change

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Ex. 2 Conversion Change

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Ta-dah!

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Remarket Smarter

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Choosing your Audience

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Ex. 1 Non-Traditional Visitors

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Ex. 2 “Special Occasion” Visitors

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Multi-Channel Story

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15% direct click-to-conversion rate?78% PPC-initiated conversions?

The Paid Journey matters!

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Multi-Channel Story: The Next Chapter

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Evaluating Past Performance• Identify and lose budget-wasters• Identify and expand on new

opportunitiesCompetitive Metrics

• Find your top competition• Ensure the health of your accounts

Google Analytics• Keep yourself informed• Target and interpret your audiences

properly

SUMMARY

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#ppcheroliveCarrie Albright | @albright_C

Thanks for joining us!

Jacob Fairclough | @RealSecretJake