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3 Tools to Audit Your Paid Search Campaigns
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About NetElixir
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• Incorporated in 2005. Headquartered in Princeton, NJ.
• We are a digital marketing technology and service provider specializing in search marketing and web analytics.
• Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes).
LinkedIn Group:NetElixir University
www.lxrmarketplace.com
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About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer: • Johnson School of Management, Cornell University• City University of New York, Baruch• Indian School of Business
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Why Conduct Regular Paid Search Audits?
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Fanatical Facts: Basis
• Over 300 Paid Search Audits done by NetElixir’s Analytics Team, since Feb 2009. (Average number of keywords/account = 13,000. Average Media Spend/account/month = $56,000).
• Ongoing research conducted by NetElixir Retail Intelligence Lab set up in August 2008.
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2% of paid search keywords generate100% of conversions.
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25% of paid search spend = $0 revenue
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77% of search marketers DO NOT evenaudit their ad copy performance every month.
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3 Paid Search Audit Tools(and downloadable templates)
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2-Step Keyword Portfolio Efficiency Audit
Conducted on 3 month keyword level data.Recommended Frequency – once every month.
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Analyze if you are allocating SEM budgetEfficiently within converting keywords.• Cost Factor. Conversion Factor
Analysis.
Segregate keywords into performance sets –• Converting keywords.• Clicks but no conversions.• No Clicks. Only impressions.• No impressions.
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Segment active keywords into groups based on specific performance metric.
Required Fields:
Keyword state
Keyword Campaign Ad Group
Impressions
Clicks Cost Conversions Revenue
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http://www.lxrmarketplace.com/ppc-keyword-performance-analyzer-tool.html
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Evaluate keyword-level budget allocation efficiency
Conversion FactorConversion (kw)Total Conversions
Cost FactorCost (kw)Total Cost
1.5+ Expand
0.80-1.5 Optimize
<0.80 Establish cut-off for pausing.
Conv./Cost Factor
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How will you benefit from the keyword efficiency audit?
1. Weed out wasteful spend.
2. Allocate keyword level spend based on performance data (not gut feel).
3. Identify keyword level incremental revenue generation opportunities.
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Ad Copy Impact Grid
3 month ad copy level performance data set.Recommended audit frequency: Once every month.
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Download Ad Performance Report
Ad Description line 1 Description line 2 Display URL Impressions CTR Conv. Rate Clicks Cost Avg. CPC Avg. position Conv.Client® Official Store Shop for Laptops & Notebooks w/ 2nd Gen Intel® Core™ i5. Order Now! www.Client.com 1250151 23.25% 1.94% 290669 35,911.82 0.12 1 5629Client® Product Laptops Shop for Laptops & Notebooks w/ 2nd Gen Intel® Core™ i5. Order Now! www.Client.com 107218 10.22% 1.58% 10962 6,349.95 0.58 1.04 173Client® Tablet PC Save more on Client Tablet PCs Starting from $499. Order Today! www.Client.com/ShipsFree 246541 4.23% 1.16% 10433 4,219.84 0.4 1.79 121Client® Product Tablets Special Deals on Product Tablet PCs.Starting from $499. Shop Today! www.Client.com/ShipsFree 147881 3.59% 1.41% 5316 3,477.54 0.65 1.24 75Client® Black Friday Sale Save over $1200 on select Products w/ 2nd Gen Intel® Core™ i7.Shop Now www.Client.com/Ends_11/27 181638 3.34% 2.50% 6068 5,909.55 0.97 1.07 152Client® Black Friday Sale Product Laptops w/ 2nd Gen Intel® Core™ i3, Starting from $484. Hurry www.Client.com/Ends_11/27 179778 3.33% 2.04% 5991 5,840.84 0.97 1.07 122Client® Black Friday Sale Save up to 45% on Select Laptops w/ 2nd Gen Intel®Core™ i5. Shop Now www.Client.com/Ends_Nov_30 157953 3.06% 2.48% 4839 4,275.18 0.88 1.15 120Client® Black Friday Sale Shop Product Laptops w/ 2nd Gen Intel® Core™ i5, Starting $399. www.Client.com/Ends_Nov_30 161038 2.85% 2.73% 4585 3,957.86 0.86 1.15 125Client® Holiday Sale Save up to 15% more on Products w/ 2nd Gen Intel® Core™ i7.Shop Now www.Client.com/Ends_12/7 153568 2.38% 1.67% 3649 2,865.65 0.79 1.81 61Client® Holiday Savings Express S/H on select Products In time for the Holidays. Order now www.Client.com/Ends_12/31 106019 2.29% 1.86% 2423 1,531.25 0.63 2.05 45Client® Official Store Shop for Laptops & Notebooks w/ 2nd Gen Intel® Core™ i5. Order Now! www.Client.com 111115 2.26% 1.48% 2506 1,983.55 0.79 1.55 37Client® Product Tablets Save more on Product Tablet PCs Starting from $499. Shop Today! www.Client.com/ShipsFree 235538 2.22% 1.30% 5223 4,150.21 0.79 1.49 68Client® All in One Deals Save up to $700 on select Desktops w/ 2nd Gen Intel® Core™ i7. Buy Now www.Client.com/ShipsFree 150909 1.47% 0.86% 2215 1,640.44 0.74 1.56 19Client® Product Laptops w/ 2nd Gen Intel® Core™ i7. Shop while you're on the move! m.Client.com 254941 1.47% 0.16% 3746 2,541.30 0.68 3.68 6Client® All in One Deals Save up to $500 on select Desktops w/ 2nd Gen Intel® Core™ i7. Buy Now www.Client.com/ShipsFree 230143 1.42% 1.01% 3279 1,907.20 0.58 1.79 33Client® ThinkCentre Sale Shop ThinkCentre Desktops w/ Intel® Core™ i7, Starting from $509 www.Client.com/FreeShipping 249752 1.39% 0.43% 3466 1,785.16 0.52 1.67 15Client Holiday Deals Shop Client Laptops & Desktops w/ 2nd Gen Intel® Core™ i7. Order Now www.Client.com/FreeShipping 384306 1.05% 0.55% 4019 6,795.05 1.69 4.93 22Client Holiday Deals Shop Client Laptops & Desktops w/ 2nd Gen Intel® Core™ i7. Order Now www.Client.com/FreeShipping 104190 0.96% 0.40% 1000 2,329.54 2.33 4.36 4
Ad Description line 1 Description line 2 Display URL Impressions CTR Conv. Rate
Required Fields:
Sample Report with optional fields included:
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Ad Performance Report
1. Identify appropriate ad copy to analyze (account level, Campaign level, etc)
2. Remove ads with less then X impressions (to analyze a relevant sample)
3. Sort data by CTR, then by Conversion Rate
4. Create ad copy grid: Y axis = Conv. Rate, X axis = CTR• Identify the top 10 to 20 ads (CTR)• Identify the average, minimum, & maximum values for CTR and Conv. Rate• Plot each ad in the appropriate quadrant
5. Analyze results
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Ave. CTR: 5.5%
Ave. Conv Rate: 1.4%
Ad Description line 1 Description line 2 Display URL CTR Conv. Rate1 Client ProductType Laptops Shop for Laptops & Notebooks w/ 2nd Gen Intel® Core™ i5. Order Now! www.Lenovo.com 10.22% 1.58%2 Client ProductType Tablets Special Deals on ProductType Tablet PCs.Starting from $499. Shop Today! www.Lenovo.com/ShipsFree 3.59% 1.41%3 ProductType A1 Tablet - $249 Shop ProductType A1 Tablet w/ 7" ScreenSave $150. Order yours Today! www.Lenovo.com/Ends_Dec_26 3.44% 1.44%4 ProductType Tablet @ $229 Shop ProductType A1 Tablet PCs and Save $170. Order Today! www.Lenovo.com/Ends_Dec_21 3.31% 1.87%5 Lenovo Limited Time Offer ProductType A1 Tablet @ $199! w/ 16 GBH/D and Integrated Camera - Buy Now www.Lenovo.com/ShipsFree 3.00% 1.46%6 Client Black Friday Sale Shop ProductType Laptops w/ 2nd Gen Intel® Core™ i5, Starting $399. www.Lenovo.com/Ends_Nov_30 2.85% 2.73%7 Client ProductType Tablets Special Deals on ProductType PC TabletsStarting from $499. Shop Today! www.Lenovo.com/Ends_Nov_31 2.59% 1.69%8 Client ProductType Sale ProductType Laptops w/ 2nd Gen Intel® Core™ i3, Starting from $399. m.Lenovo.com 2.23% 0.09%9 Client ProductType Tablets Save more on ProductType Tablet PCs Starting from $499. Shop Today! www.Lenovo.com/ShipsFree 2.03% 1.33%
10 Client Holiday Sale ProductType Laptops w/ 2nd Gen Intel® Core™ i3, Starting $495. Shop Now! www.Lenovo.com/Ends_12/7 1.75% 1.75%2.75% 1.53%
Ad Copy Grid
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How will you benefit from the ad copy impact analysis?
1. Identify top converting ad copies (High CTR, High Conversion Rate).
2. Eliminate/Replace low performing ad copies (Low CTR, Low Conversion Rate).
3. Conduct planned tests on “High CTR/Low Conversion Rate” and “Low CTR/High Conversion Rate” ad copies.
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Quality Score Analysis
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Quality Score Analysis Macro
Use the Quality Score Analysis macro to quickly and easily identify the quality scores for your keywords!
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Quality Score Analysis Macro - Results
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How Will You Benefit from the Quality Score Analysis?
1. Understand if your budget is being spent efficiently.
2. Track CPC reduction due to QS Improvement.
3. Measure progress every month (and analyze impact on efficiency).
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How Powerful are these Audits?
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The NetElixir Impact
Average Revenue Growth
(3 months)
Average Spend Reduction (3 months)
Average Revenue Growth
(12 months)
Average Spend Reduction (12 months)
Managed by a Tier 1 Agency (Prior to NetElixir) 7% 19% 33% 22%Managed in-house (Prior to NetElixir) 11% 27% 57% 32%
Source: All paid search clients managed by NetElixir since January 2009.
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To request your complimentary copy of the Paid Search Audit Templates, email me at [email protected].
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If you found today’s session to be useful, help us share knowledge & tweet about this session:
#NESEMAudit
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Questions Please
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Thank You!
• Join our LinkedIn Group: NetElixir University
• Access free SEM & SEO tools:• www.LXRMarketplace.com
• Need help with your SEM/SEO campaigns?• Contact Marinn Hersh
• [email protected]• 609.356.5112 x107
Udayan BoseFounder & [email protected]
