Did you know that PPC can drive efforts for other marketing channels? Do you know how to measure your PPC? In more than just profit? Our experts not only talk about how to do top line and lead conversion measurements and market analysis for PPC, but also gives you ideas on how PPC can be a valuable asset to your marketing and sales departments. A great webinar for both PPC and marketing professionals, you'll learn some valuable information about PPC profitabiliity. In the recording, Hanapin Marketing experts, Jeff Baum and Roopa Carpenter, discuss how to measure your PPC return and make sure you're not wasting any of your ad dollars You'll Get Expert-Level Tips Like: *Measuring PPC profitability when it doesn't directly convert *How to use PPC to drive other marketing channels *Analyzing the worth of PPC data when crafting your overall digital marketing strategy

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How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
Measuring PPC Return:
Are Your Ad Dollars Going To Waste?
HOSTED BY:

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Presenters
• Jeff Baum
– Associate Director of Paid Search at Hanapin
Marketing
– Blogger on PPC Hero
– @jeffbaum71
• Roopa Carpenter
– Account Manager at Hanapin Marketing
– @roopacarpenter

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

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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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.

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Measuring PPC Return-Leading Indicators
● Cost Per Acquisition
● Revenue
● ROI
● Sales/Lead Volume

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Measuring PPC Return: Conversions
● Lead Funnel/Purchase
Process
● Conversion Value
● Conversion Rate

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Measuring PPC Return: Search Funnels
● Non Converting Clicks Doesn’t
Always Translate into Wasted Ad
Dollars
● Campaigns/Adgroups/Keywords
have a measurable ‘contribution
factor’
● GDN & Mobile Contributing vs.
Converting

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Measuring PPC Return: Market Analysis
● Consumer Behavior: Search
Queries
● Competitive Analysis: Auction
Insights
● What’s The Value of This
Information to Your
Organization?

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Measuring PPC Return: Influencing Other Channels

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Case Study

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Example #1
Let’s say….
● Ecommerce Account
● Performance in June 2013
○ ROAS 210%
● Performance in June 2014
○ ROAS 154%
● Which year had the better performance?

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Example #2
Let’s say….
● Ecommerce Account
● Performance in June 2013
○ 140 Transactions
○ Revenue: $24,585.89
● Performance in June 2014
○ 249 Transactions
○ Revenue $31,547.61
● Which year had the better performance?

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Example #3
Let’s say….
● Ecommerce Account
● Performance in June 2013
○ 140 Transactions
○ Revenue: $24,585.89
○ ROAS: 210%
● Performance in June 2014
○ 249 Transactions
○ Revenue $31,547.61
○ ROAS: 154%
● Which year had the better performance?

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Live Poll Question #3
#3 – In Example #3, which year had the better
performance
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a) 2013
b) 2014
c) I don’t know
d) It depends

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It Depends
● What are the goals for the account
○ Drive revenue
○ Push Product
○ Maximize Efficiency
○ Increase foot traffic/ Brand recognition
● In Example 3, the goal for the account is to drive product-based
transactions and push revenue

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Break it Down
● In Example #3, Client wants to push product based transactions
○ June 2013: Branded 114 transactions
Product 26 transactions
○ June 2014: Branded 112 transactions
Product 137 transactions (407% increase YoY)

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Break it Down
● In Example #3, Client wants more revenue:
○ June 2013: Branded Revenue $21,223.96
Product Revenue $3,361.93
○ June 2014: Branded Revenue $16,892.09
Product Revenue $14,655.52 (336%
increase YoY)

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Dig a Little Deeper
● Total ROAS is not all that it seems to be:
○ June 2013 (Total ROAS 210%): Branded ROAS 15,319%
Product ROAS 29%
Branded % of Total Revenue 86%
○ June 2014 (Total ROAS 154%): Branded ROAS 13,304%
Product ROAS 71.88% (148% increase
YoY)
Branded % of Total Revenue 54%

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Branded: Time to Reevaluate
● In Example #3, Branded is an integral driver of revenue
● Sometimes there’s a misconception that Branded will behave the same YoY
○ June 2013: Branded Revenue $21,223.96
Branded ROAS 15,319%
Branded Cost $138.55
Branded AOV $196.49
○ June 2014: Branded Revenue $16,892.09
Branded ROAS 13,304%
Branded Cost $126.97
Branded AOV $157.45 (19.87% decrease YoY)
● Test Different Landing Pages and Drive Branded to Higher Value Products
(Branded Products Ad Groups)

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Branded: Other Things to Consider
● Throwing more money at a Branded campaign will not necessarily solve your
issues
● Look at the back end system and evaluate the type of products being sold to
Branded YoY
● Identify other types of advertising that may be affecting Branded
● Watch out for those competitors (Auction Insights)

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Moral of the Story
● High level metrics (ex. total ROAS) is not always the best measure of success
● Dig deeper to identify areas where you can have a meaningful impact on the
account
● Branded isn’t always a given, and although it may not be a primary focus, you
need to understand how it affects overall performance

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
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