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Product ID: 391865EAU
 

How to Evaluate Your Pay-Per-Click (PPC) Data

OnDemand Webinar (58 minutes)

Pay-Per-Click (PPC) is an extremely effective digital marketing tool that can help businesses increase their online visibility and drive significant traffic and conversions. With this OnDemand Webinar you will better understand the specific metrics within your PPC campaigns, how to evaluate them and how to make and track changes. Understanding how these metrics affect account performance will put you on your way to seeing increased results.

5 Reasons to Order

  • Learn the importance of identifying your goals before you begin
  • Ensure your campaigns are optimized and set up correctly
  • Learn how to review specific data points that are tied to your goals
  • Understand the importance of testing
  • Discover how to benchmark performance to determine if changes are successful

Authors

John McPhee, Formic Media, Inc.

Agenda

Quick Review of PPC

• Platforms

• How It Works

• Benefits

Account Structure and Settings

• Best Practices for Creating an Account Structure (Campaigns, Ad Groups, Keywords, Ads)

• Best Practices for Choosing Settings

Determine Your Goals

• What Are You Trying to Do? (Generate Leads, Drive Sales, Increase Visibility?)

• What Metrics Will Determine If You Achieve Your Goals? (# of Sales, Revenue, Leads, Etc?)

What Are the Data Points Collected?

• Impressions, Clicks, CTR, Cost, CPC, Avg. Position, Conversions, Cost/Conversion, Conversion Rate

Reviewing the Data and Health of Your Campaigns

• What Should You Be Monitoring?

- CTR (Keyword and Ad Level), CR (Keyword and Ad Level), Avg. Time on Page, Bounce Rate, Quality Score

- ROAS, ROI

• What Should You Change If Campaigns Are Underperforming?

- Keywords (Add/Delete/Negative/Match Type), Ads (A/B Testing), Landing Pages (A/B Testing)

- What Should I Test? Ads - Headline, Description Lines 1 and 2, Display URL; Landing Pages - Headlines, Calls to Action, Images, Layout, Content, Credibility Marks (Awards/Recognition/Trust Symbols/Etc)

- Track/Benchmark Your Changes so You Can Determine Whether Your Changes Increased/Decreased Performance