#thinkppc

The Art of Transparency Better Reporting for Better Results

zHOSTED BY:

#thinkppc

Presenters

• Kristine Hyman– Client Manager at Hanapin Marketing

– Has facilitated client relationships for 20 years

– @ankamom

• Hayley Cummings– Associate Director of Paid Search at Hanapin

Marketing

– Has been in paid search for 6 years

– @

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

#thinkppc

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

#thinkppc

Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

#thinkppc

Know Your Audience

Are you an advertiser?

• Presenting to:o Marketing teamo CEO/Presidento Investors

Are you an agency?

• Presenting to:o PPC contacto Marketing contacto CEO/President

Before you begin to prepare the reporting ask yourself, “Who am I delivering this information to?” and “What information do they expect and need?”.

OR

#thinkppc

Know you ConsumerMake sure you understand the what drives the business. This means understanding the consumer’s purchase journey.

Stimulus

Active Evaluation

Moment of Purchase

Post-purchase Experience

How are new consumers entering the market?

Be there when they search!

Prioritize purchase keywords/ Optimize Landing Page.

How do we capitalize on a positive experience?

#thinkppc

Know you BusinessMake sure you understand the business model. This means understanding the and pathway to conversion, both on and off-line.

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Know you Business

• What are some of the steps that a consumer would take on the website prior to the final conversion?o EX: Free Sample Downloads, Form Fills, White

Paper Download, etc.

• Understand the conversion rates between the various steps.o If you are unable to optimize based on the last

step in the process, this will allow you to understand what is needed at the earlier stages to achieve the desired end result.

• Is it possible to track every step of the process online? o If not, how do we attribute conversions back to

their source?

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Know where you standPPC is fast moving. New competitors can enter the space and completely change the ability to maintain performance from previous months. Knowing where you stand and what is causing a shift in performance can help inform strategy.

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Know where you stand

• Take advantage of free tools onlineo EX: AdWords Auction Insights, SEM Rush

• Keep an eye on your CPCso If your cost per click has suddenly

increased or your position has fallen, there is a chance someone else has taken your spot

• Be prepared to apply this information to your weekly/monthly reporting to add contexto Explaining the ‘why’ is necessary when building insights

#thinkppc

Live Poll Question #3

How often do you monitor what your competitors are doing in PPC?#thinkppc

a) Weeklyb) Monthlyc) Quarterlyd) I am not currently doing this

#thinkppc

Show Me The Money!

In order to improve performance you need to understand the ‘big picture’. What metrics are needed in order to inform optimizations that will most effectively increase revenue?

#thinkppc

What is REALLY important?

•Education: CPL>CPE>CPS (lead>enrollment>start) Satellite Cable Provider: CPL>CPS>CPI

(lead>sale>install)

•What data range should you use for comparison? Year over Year Month over Month

• Find out how urgent the need is. Ask yourself or the client: “What is the goal based on? Breaking even or growing revenue?”

- What metric provides the most accurate measurement of this goal?

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Now that you know where your going, how do you get there?

In order to tie performance back to a PPC keyword or campaign what set up is needed on the back end?

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Understand Where The Data Is And How To Access It

• Are you able to accurately tie conversions to PPC accounts?

• Where do you pull data from?• Ex: Call Tracking/CRM tools

• Capabilities/limitations• How granular can you get?

• What access is needed?• Do you need access to a secondary reporting system?

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Ask yourself, “So what?”

#thinkppc

Data is only as valuable as your ability to make changes based on it

Ask yourself 3 questions to build 1 takeaway:

1. What happened?2. Why do we believe it happened?3. What are we going to do about it?

Take-a-way: a key fact, point, or idea to be remembered

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Is this a part of your monthly reports?

Google = 73%

Yahoo!|Bing = 27%

Reporting should include highly valuable information that speaks to the success oropportunity within the account.

#thinkppc

Formatting for value = No Wasted Space

• Trend lines/bar graphs help demonstrate progress towards or away from goalso Layering data can help tell a better

story. Ex: Spend and Conversion, CTR and

Conversion Rate

• Pie Charts help expose areas of opportunityo Ex: Looking at which state drives the largest

number of leads can help inform a geo-targeting strategy

• Get to the point! Key Metrics should the first thing you reado These should be clear and easy to digest

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…

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“Is this reporting useful?” “No, really……”

• Set quarterly reminders to revisit the reporting with your clients or team• Have a open discussion about how the data is being used?

o Is it being used at all?o Is only a portion being used?o Do you find that you need the information more or less frequently?o Is there something that you always need to pull manually that could

be included in the reporting?o Does the data help drive the PPC strategy for the week?

Reporting template should be a living, breathing document. The focus can change, so the reporting should too!

Where’s the ROAS?

#thinkppc

Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com