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GROWING PROFITS WITH GROWING BUDGETSWHEN AND HOW TO INCREASE PPC BUDGETS
Presented by:
PRESENTER
Jeff Allen
Account Executive
Hanapin Marketing
@JeffAllenUT
WEBINAR AGENDA
1. Affirm the Business Case
2. Show How You’ll Use it
3. Know Where Your Stand and What Stands in the Way
Affirm – Show – Know (ASK)
1. AFFIRM YOUR BUSINESS CASE
Understanding Value & Historical Justification
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Increase Budget Creating More Profits
UNDERSTANDING VALUE
Simple goals are great at first, but what the client truly values will eventually emerge.
ALWAYS BE ASKING QUESTIONS
Prevent awkward, very short,
pitches by understanding value
up front.
SIT ON THE SAME SIDE OF THE TABLE
REPORT #1 – IMPRESSION SHARE
IMPRESSION SHARE IN ADWORDS
IMPRESSION SHARE BY CAMPAIGN
REPORT #2 – PAST BUDGET INCREASES
REPORT #3 – “X” VS BENCHMARKS
33% of all vertical searchers are on mobile devices.
2. SHOW HOW YOU’LL USE IT
• Be Specific
• Segment
• Justify an Increase Over Reallocation
BE SPECIFIC
“You currently capture 15% of available mobile searches though the 3 mobile campaigns we have. Creating segmented device specific campaigns for each of your current campaigns that do not have mobile versions will increase this to 100%.”
SEGMENTING BUDGET REQUESTS
“To capture all mobile traffic we should dedicate $15,000 per month for these devices.”
• Don’t Make it All or None
• Be able to Back it Up
Possible Segments
• Increasing What is Already Working• Display • Mobile• 3rd Tier
EXPLAIN WHY MORE IS NEEDED VS. BUDGET REALLOCATION
Campaign Type Optimized Spend BreakoutBranded 12,000Non-branded 9,000Mobile 4,000Display 1,000
Campaign Type Spend BreakoutBranded 12,000Non-branded 4,000Mobile 4,000Display 6,000
Campaign Type Ideal Spend Breakout Budget IncreaseBranded 12,000Non-branded 24,000 $15,000 Mobile 4,000Display 1,000
3. KNOW WHERE YOU STAND
“You will know…when you are clam, at peace, passive. A Jedi uses the Force for knowledge and defense, never for attack.” - Yoda
• Question for Knowing
QUESTION UNTIL YOU KNOW
I don’t know isn’t an answer, it’s a question that hasn’t been asked.
• Ask for What Can be Decided Today
• Create Deadlines for Future Decisions
• Seek Automatic Budget Increases Based on KPI’s
SUMMARY
To increase budgets, and increase profits just…
Affirm
Show
Know
Q&A
Submit your questions to the Organizer via chat. We will respond to as many questions as time allows and follow up via email if necessary.
HERO CONF 2012• April 16-17, 2012
• Indianapolis, IN
• Early bird deadline- February 3
FEBRUARY WEBINAR!
Ad Writing and Testing- Benefits and Best Practices
Kayla Kurtz
Monday, February 20th, 5-6pm EST
Be sure to check the blog for registration info!
THANK YOU!
Please feel free to email me questions:
And ask questions through twitter:
@JeffAllenUT
