A New Kind of Pay-Per Click Reporting: The WordStream for PPC Dashboard

By Tom Demers May 13, 2010 Comments: 2

This PPC reporting template shows actionable data you don't often see in pay-per click reports.

We don't typically talk about specific feature updates to our own products here on the blog,  but as early as tonight we're launching something to our customers and trialers that I think is really pretty interesting and novel, and actually may be interesting for people doing any kind of paid search marketing work, so I thought I'd share it here.

What is the New Feature, and Why is It Interesting?

We've released internally (we're pushing it live to customers and trialers very soon) a WordStream dashboard. The reason this is interesting is because it's chock full of reports that you've almost certainly never seen before, and because it's a dashboard you can take action against.

The core competencies for the WordStream product revolve around discovering profitable keywords, identifying wasted spend, getting a more granular idea of how particular search queries (and not just keywords) perform within your account, and effectively grouping your keywords for higher Quality Scores and conversion rates.

As a result, we've created a series of reports to help our customers visualize their progress in these critical areas, and we've synced these reports to our tool set so that they are providing data the user can actually turn into positive activity.

We'll take a look at each report and talk about what it shows, why it's important data, and how you can respond to the different data points. Since this is a beta product, I'll show you WordStream's dashboard (obfuscating some of the proprietary data in our account) - of course if you'd like to see what the dashboard looks like and get each of these reports on your own data, you can sign up for a free trial of WordStream for PPC.

PPC Report #1: My Best Performing Search Queries

 The best performing search query report shows which of<br />
your search queries are doing the best, by length of keywords.

What this shows

This shows you your best keywords, but perhaps more interestingly exposes to you the length of the keywords that convert most frequently for you - our own account and numerous client accounts show a very long-tail heavy distribution.

Why this information is important

WordStream is showing you how many of your search queries are in the long tail and which of them are your leading converters - this allows you to learn more about the actual shape of your account.

What you might consider doing in light of this information 

You can use this information to think about more specific, relevant keyword groupings and ad text.  Short tail conversions are usually more competitive and more expensive.

PPC Report #2: Keyword Group Segmentation Opportunities

This keyword group report shows you which groups you need<br />
to further segment.

What this shows

This shows you keyword groups that have grown to be too big (meaning that there are too many queries in the group, such that it will be difficult for you to effectively target the group with relevant ad text).

Why this information is important

The two most important things you need to do in organizing your campaign are to optimize for Quality Score and to optimize for conversion. By creating tight keyword groups you ensure that you can write targeted ad text. This means that more searchers will click on your ads, and that they’ll be better qualified visitors. All of that leads to pricing discounts via increased Quality Scores and more conversions – more leads and sales at a lower price.

What you might consider doing in light of this information

You should spend time segmenting the largest and most heavily trafficked groups until they contain around 20-50 closely related keywords per group.

Some of your groups could be too big so you need to break them down in to smaller more specific groups to create more relevant ad text.  The smaller and more specific your groupings the easier it is to write relevant ad text which is crucial to Quality Score.

PPC Report #3: Top New Search Queries for Review

The top new search queries report shows you search queries in your account you haven't seen before.

What this shows

This report shows you new search queries people are typing in to find your site that you haven’t yet reviewed within your WordStream account. These queries could be organic traffic or search queries that were the result of broad matched keywords from your paid search marketing accounts.

Why this information is important

Since you haven’t yet reviewed these queries, each and every query could represent either a profitable keyword opportunity or wasted spend: it’s critical to review these queries so that you can take control of your advertising spend and drive more and better qualified traffic for lower costs.

What you might consider doing in light of this information

For new queries that are converting well and are relevant to your business, you should add the terms to your WordStream database and your paid search campaign. Keywords that have driven a lot of traffic and no conversions or that you know aren’t relevant to your business should be designated as negative keywords, so that you avoid wasteful spending on these terms.

PPC Report #4: New Negative Keyword Contenders

Negative keyword report from WordStream.

What this shows

This report shows you terms within your account that may be costing you money.

Why this information is important

Because of the way that broad and phrase match work in paid search, you’re often wasting significant amounts of money on irrelevant traffic without even knowing it. WordStream bubbles these otherwise unnoticed negative keyword suggestions to the top and allows you to eliminate a significant amount of wasted spend.

What you might consider doing in light of this information

Review each term on the list, and designate irrelevant terms as negative keywords.

PPC Report #5: My Best Performing Groups

The best performing group report shows you which groups you might want to create a landing page for.

What this shows

This report shows you your best performing keyword groups, and tells you whether those groups have landing pages associated with them.

Why this information is important

By creating more specific landing pages, you’ll increase the odds that visitors to your site will convert into leads and customers; it’s especially important to impact the highest traffic groups with this increased conversion rate, because it will mean more business for you without costing you any more in ad spend.

What you might consider doing in light of this information

Create specific landing pages or landing page experiences for each of the more popular keyword groups in your account.

PPC Report #6: My Search Query Database Growth

The search query growth report shows your search query database growth over time.

What this shows

This shows how many search queries have been added to your WordStream keyword database over time, and at what rate.

Why this information is important

Adding more search queries over time means that you are growing your marketing reach to new audiences searching for different things, and that you are starting to reach a more specific, higher intent audience.

What you might consider doing in light of this information

Be sure to link your Google Analytics account or to install the WordStream JavaScript tracker across your site if you haven’t already, and if you aren’t seeing much growth in your search query database, consider using our keyword suggestion tools to start targeting a wider array of terms.

PPC Report # 7: My Worst Performing Search Queries

The worst keywords report shows you your worst performing keywords.

What this shows

This report shows the specific search queries in your account that convert at the worst rates – often, these terms are driving a lot of traffic to your site (potentially costing you a lot of money) and not generating much for your businesss.

Why this information is important

Poor performing keywords can sink a search marketing campaign; even if there are a lot of very relevant search queries that people are using to take action on your site, a collection of bad apples can make paid search as a whole a net loser as a marketing channel for you.

What you might consider doing in light of this information

Analyze each of these poor performers to determine which of the following actions you should take:

  • Segment the group that contains this keyword
  • Create more a more relevant landing page for this keyword and it’s group
  • Create more specific ad text for the group that contains the keyword
  • Pause the keyword
  • Set the keyword as a negative

Tying it All Together

One consistent theme in these reports is that each of them focuses on search query data, keyword discovery and expansion, keyword grouping, or all of the above. We felt like these were under-served areas where reporting is concerned.

A second consistent theme is that the reports we created here are dynamic and instantly actionable; rather than a static dashboard or a lifeless Excel file or PDF, we're offering integrated reporting that focuses more on improving the numbers in your reports than on creating prettier charts and graphs.

Again this is a "first rev" of our dashboard, so if the reports seem interesting sign up for a free trial now and you'll be one of the first to see the reports above run against your data.




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Comments

Thursday May 13, 2010

Resell Rights Ebook Store (not verified) Said:

I am impressed with the Keyword Group Segmentation and the layout of the report. It will definitely aid in improving your quality score and conversions if acted upon. Great work.

Friday May 14, 2010

Tom Demers Said:

Thanks for the kind words - glad you like it!

Tom

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