The document summarizes insights from a webinar presented by Hanapin Marketing on paid search best practices. It discusses several topics including new Google features, landing page testing, data segmentation, account structure, bidding strategies, automation, and lead quality. For each topic, it provides an example case study and emphasizes the importance of testing, analytics, and focusing on quality over quantity. The goal is to provide actionable lessons and insights for improving paid search performance.

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Epic PPC Insights From
Hanapin Marketing:
What We’ve Learned As An Agency

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Presenters
• Jeff Baum
– Associate Director of Paid Search at Hanapin
Marketing
– Blogger on PPC Hero & Hero Conf Speaker
– @jeffbaum71
• Kristina McLane
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero & Hero Conf Speaker
– @kristinaMcLane

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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 PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work with an agency
d) I’m a consultant

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New Features

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New Features

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New Features
Case Study Example: Display Select
● 25% Less Conversions (Less Traffic)
● 69% Improvement in Cost/Converted Click
● 389% Conv. Rate Increase
Epic Insight: Try New Features & Make Your Own Conclusions!

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Landing Page Testing & CRO

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Landing Page Testing & CRO

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Ultimate CRO Question: Do
you test a brand new page or
should you test small?

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Answer: It depends on the
current landing page.

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Case Study Example: PPC Specific Landing Page
Landing Page Testing & CRO
Original - Conversion Path Length:
Landing Page
Click ‘Contact
Us’ Now
“Contact Us”
Button
Complete the
form
Click “Submit”
New Landing Page - Conversion Path Length:

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Landing Page Testing & CRO
Case Study Example: PPC Specific Landing Page
One clear purpose to the page and less steps to
a conversion results in higher conversion rate

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Landing Page Testing & CRO
Case Study Example: Orange Button
Orange Button had a 85.6% increase in conversion rate

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Landing Page Testing
Why Is Landing Page Testing So Important?
● The page is where the conversion happens
● Creates an impact fast.
Epic Insight:Don’t forget your landing pages.

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Data Segmentation

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Data Segmentation

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Data Segmentation

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Data Segmentation

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Data Segmentation
Why Is Data Segmentation So Important?
● Source of Opportunities & Issues
● Provide Clarity & Direction
● Planning
Epic Insight: The Devil is in the Details!

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Key Takeaways

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Key Takeaways
Analysis vs. Implementation

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Key Takeaways
Key
Takeaways
Result in
Actions.

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Key Takeaways
Why Are Key Takeaways So Important?
● Justifies the time spent on analysis.
● Simplifies tons of data.
● An example is an “epic insight”.
Epic Insight: Always have clear actionable insights!

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Account Management Scheduling

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Account Management Scheduling

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Account Management Scheduling
Why Is Scheduling So Important?
● Organization & Direction
● Keep Account Performance on Track
● Resource Allocation
Epic Insight: Have a Solid Plan & Execute it Quickly!

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Account Structure

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Account Structure Affects Everything
Bids & Budgeting Geographical Targeting
Keyword to Ad Relevance =
Quality Score

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Tons of Ways to Structure Your Account
1. Campaign Segmented by geographic
region
2. Campaign Level: Segment by match type
3. Ad Group Level: Segment by match type
4. Tiered bidding structure
5. Segmenting by top products
6. SKAGs (Single Keyword Ad Groups)

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Bidding Strategies
Case Study Example: Restructure Segmented By Match
Type (Ad Group Level)
Goal: Decrease cost-per-conversion.

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Account Structure
Why Is Account Structure So Important?
● Ad to keyword relevance
● Better quality scores
● Budget allocation
Epic Insight: Be organized and performance will follow.

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Live Poll Question #3
#3 – What is your favorite account structure?
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a) Segment By Match Type - Ad Group Level
b) Segment By Match Type - Campaign Level
c) Tiered Bidding Structure
d) Top Performers Campaign

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Automation

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Automation

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Automation

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Automation

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Automation
Why Is Automation So Important?
● Free Up Valuable Time
● Focus on Strategy
● Work on ‘Big Ideas’
Epic Insight: Reduce Grunt Work To Focus on ‘Move the
Needle’ Initiatives!

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Bidding Strategies

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Tons of Bidding Strategies Available To Use
Automated Rules & Scripts

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Tons of Bidding Strategies Available To Use
CPA Bidding

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Tons of Bidding Strategies Available To Use
Manual Bid Changes

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Tons of Bidding Strategies Available To Use
Bidding by ROAS

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Bidding Strategies
Things to Consider When Deciding a
Bidding Strategy:
● eCommerce vs. Lead Generation
● Goal - Volume, CPL, ROAS
● Account Consistency
● Conversion Volume

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Bidding Strategies
Case Study Example: Bidding for Volume with CPA Bidding
CPA Bidding
Turned On
Beginning of
January.
Goal: Increase spend and conversion volume
● High Conversion Volume
● Lead Generation

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Bidding Strategies
Why Are Bidding Strategies So Important?
● Bidding = money that will be spent.
● Strategy = well-thought out spending.
Epic Insight:Be smart with how, where and what you bid!

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Testing

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Testing
Why Is Testing So Important?
● Force Innovation
● Learning & Insights
● Validate Ideas
Epic Insight: Test Small-Go Big!

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Quality Over Quantity

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Quality Over Quantity
1.Lead Generation Campaigns
2.CRM System
3.Some Excel

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ROAS vs CPL in Lead Generation Accounts
Here are the key
takeaways from this
set of data:
● Allocate more
budget to
Campaign 3 & 4.
● Goal: Increase
conversion
volume for the
same amount of
spend.
● Result: Decrease
in CPL

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● Campaign 4 has a really low ROAS.
● Low ROAS = Poor Lead Quality
ROAS vs CPL in Lead Generation Accounts

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Lead Quality
Why Is Lead Quality So Important?
● More important to a business
● Results in smart decisions
Epic Insight:Lead volume without quality means nothing.

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com