Reporting. As digital marketers, we know we have to pull reports and make sure goals are being met. It makes our clients happy, it makes our bosses happy. It’s easy to fall down the rabbit hole of metrics and analytics…before you know it, 2 hours have flown by and you don’t remember why you logged on in the first place. We know its an essential function in the PPC world, but why do we spend so much time on reports when its such a time sink for us? And even more importantly, how can I turn the reports into action? In the recording, Hanapin digital advertising experts plunge into the core of why we report and discuss best practices and personal lessons on how to turn your reporting into actionable items to increase success for your and your client’s accounts. You’ll get expert-level PPC tips like: *How to identify the important facts from report metrics and use it to increase performance *Examples of ‘average’ reports *How to turn changes in performance into successful account strategies Start using your reporting more successfully and efficiently today!

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How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
Why We Report:
Turn Reporting
Into Action
HOSTED BY:

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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

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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?
#thinkppc
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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Agenda
• State of Reporting
• What changed?
• Where did the change occur?
• Why did it happen? Prove it!
• Building a strategy from the findings
• Reporting Samples

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What is your current process? Is it effective?
State of your PPC Reporting

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Initial Questions:
• How often are you logging in to your campaigns?
• How often are you making optimizations?
• How often are you pulling reports and doing projections?
• Executive Summary – Do you have it?
• Clearly defined goals – Do you have them?
Now let’s discuss some of the pros and cons to the
different frequencies of reporting…

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Daily Reporting
Pros:
o Very in-tune with the performance patterns within the account
o Notice any problems before they have a chance to get too big
Cons:
o May not give tests and optimizations a chance to perform before
making changes
o Could lose sight of the ‘big picture’

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Weekly Reporting
Pros:
o There is a decent amount of time in between analysis to allow for
results to represent the ebbs and flows of the week
o It is not too long to miss an issue with tracking or landing pages
Cons:
o Depending on your industry, there may be a lag in conversions that
is more than 7 days, so the data may not have time to settle
o If you are launching new campaigns for landing pages, you may
want to look into the account more frequently

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Monthly Reporting
Pros:
o Lots of data to inform optimizations and next steps
o Requires less time if you do not have the bandwidth to have more
frequent calls
Cons:
o Lots of information and to cover to during calls
o Without more frequent analysis, performance changes may not
be caught until it is too late to get ahead of inefficient spending or
loss of tracking data

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Recommendation
Weekly reporting as a default, with the understanding that certain
events warrant more frequent analysis.
These situations could include:
• New launches
• Site changes/redesigns
• Changes in conversion path/counting

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How often do you review the performance of your
PPC campaigns?
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A. Daily
B. Weekly
C. Monthly
Live Poll Question #3

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What is the data telling you? What Changed?

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Did performance go up or down?
In order to be sure you are looking at the data as accurate depictions of
the health of the account, you will need to make sure you have clearly
defined goals.
UP:
Where is the improvement coming from? How can this be maximized
and(or) applied to other campaigns?
Down:
Where can this change be tracked back to within the account? What
needs to change in order to stop this from continuing?

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Where did the change occur?
Identify within the account where the change occurred:
Including a ‘compare’ option can be done very easily within AdWords as
well as almost all other engines/third party reporting systems.
Enabling the compare
feature allows you to
see one time period
vs. another.

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Focus on what has changed
Click the plus next
to the metric that
most accurately
represents your
goals to reveal the
before & after
data.

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Why did the change occur?

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Why did the change occur?
A great place to start is the front-end metrics that are readily available to rule out
any obvious changes.
• Impressions – If this has changed, this could be indicative of seasonality,
awareness or changes in share of voice. Share of voice can change due to
spend or targeting.
• CTR % – If this has changed, it could mean there was a change in ad copy
or position.
• Conversion Rate % -
• If this metric has changed there is likely the actual site that has
changed. If you are doing conversion rate optimization then revisit
those tests. If you are not running any tests, confirm that all pages are
loading accurately.
• Changes here could also be due to a change in the actions being
counted as conversions.

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Why did it Change? Prove it!

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Why did this occur? Prove it!
Now that you understand what has changed within the metrics, you will
need to inquire about the following things in order to prove your
hypothesis:
• Quality score change
• Competition
• Testing
• Conversion counting
• Better targeting – match type, geo, day
• Bid optimizations
• Negative keywords and match type changes

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You may need additional information
• If another channel is doing a push, this is likely to impact the amount of
brand searches happening. Flight calendars should be shared in advance.
• Site changes due to other marketing initiatives, like SEO, could have an
impact on how paid search is able to convert. These changes should be
communicated to all online channels to ensure there won’t be a negative
impact.
• Seasonality and nuances about the industry should be shared at the
beginning of the client-agency relationship
• Sometimes changes happen that cannot be explained by the agency or the
client. They may require more time to analyze. If the change is consistent, it
may require a call with your engine reps or 866 help line, if you do not have a
rep.

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Let’s take a look at REPORTING…

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What?
Week over week conversions dropped 9%

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Where?
Brand campaigns had the highest numbers of conversions drop,
but two other campaigns were down as well.

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Why?
Strategy: Check auction insights!
• Is there a drop in share of voice? No
• Did impressions drop? No
• Do we need more time? Yes
The Solution: Chill
(Looks like natural ebb and flow of the
account and its too short of a time frame
to get any really meaningful data.)

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What?
This looks ok, right?
We are trending above
budget and below
conversion goal with a
CPL that is $13.31 above
goal.

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Where?
1. Client wanted to increase budget.
2. Increase budget was applied to campaigns with lower budget – to
determined if there was missed opportunity?
3. These campaigns were the first place we looked to analyze what was
happening.
Added Spend Additional Conv. CPA on Added

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Why?
• Topics campaign - Optimizing through
placement audits, bid changes and
budget management but should pause all
together
• Other campaigns – is the increase spend
worth extra money?
• Either adjust goals, pull back spend on
the highest of CPA campaigns or accept it
The Solution: It depends

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What?
ROAS isn’t as robust as last year…

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Where?
Branded Revenue Transactions
Looking in Analytics:
There were also a handful of other campaigns that had lower
revenue YoY, but not to the degree of branded.
2014
2013
Difference

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Why?
• Did impressions go down? Yes
• Specific to Brand – Difference in
brand awareness? Seemed to be
• What is different on the client’s
side? – Found out FSI weren’t used
this year but were last year –
Decrease in Brand awareness
The Solution: Increase spend on keywords that are bringing in conversions to
increase traffic with a higher likelihood to convert. Restructure other
campaigns that needed improvement with a focus on top performing
keywords.

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Bonus slide…

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What?
Transactions are somewhat flat over time – how can we get more volume?

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Where?
Are you limited by budget?
Yes but per Analytics, we
aren’t profitable.
How is average position?
Not bad
QS?
If enough history you can
use HeroPro QS tracker.
Most of the campaign’s are
within 90 days.

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Why?
• Try Dynamic search ads
• Bing PLAs
• Remarketing
As more data is made available over time, optimization can be made
based on top performing keywords (high converting/low cost).
Solution:

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Key Takeaways -
1. Look at your reports - Results
2. What changed?
3. Build a strategy from the findings - Actions

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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