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How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

9 Things You Need To Know About PPC Analytics

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Presenters• Miles Olson

– VP of Customer Engagment at Searchforce

• Rachael Law– Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @Law_Rachael

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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 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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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.

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Agenda

● Remarketing● Attribution Modeling● Conversion Paths● eCommerce Tracking● Conversion Rate by Position● Conversions● CPA/ROAS Range● Conversion Rate Variance● Budget Cap Fulfillment

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RemarketingTarget users who have already visited your site

In AdWords you have the option of creating audience lists based on visits to specific pages. Google Analytics provides more robust targeting options

Popular Analytics Audiences Include:● Session Duration● Days Since Last Session● Sessions

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Attribution Modeling

What is it?

How is it different than AdWords?

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Conversion Paths

After you take a look at the Attribution Model comparison tool, use this report in Analytics to see which channels users are interacting with before converting on your site

Segment by Campaign or Source/Medium to get more details about which campaign, ad group, or search term was used

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eCommerce Tracking

How much Revenue is PPC generating?

Simply install the eCommerce tracking code on your website. Use revenue data to optimize your AdWords campaigns

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eCommerce Tracking

Not all campaigns are created equal

● The two campaigns below have an equal number of conversions (transactions in this case) but total conversion value is much much higher in the one highlighted in green

● The likely culprit: the products advertised in Campaign 2 are sold at a much higher cost

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Live Poll Question #3

#3 – How much PPC spend in a month do you manage?#thinkppc

a) < $10,000b) $10,000 - $25,000c) $25,000 - $50,000d) $50,000 - $100,000e) > $100,000

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Conversion Rate by Position

Frequently Made Claim. . .“We optimize to be in the top three ad positions because conversion rates are higher in top positions.”

Better check to make sure with the “Keyword Positions” report in Google Analytics.

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Conversion Rate by Position

After ensuring that there was a statistically significant amount of click data at each position, this keyword shows that it converts much better in side ad positions.

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Conversions (thought you knew this one?)

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CPA/ROAS Range

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Conversion Rate Variance

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Conversion Rate Variance

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Budget Cap Fulfillment

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Budget Cap Fulfillment

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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 Account Analysis: 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 account analysis from Hanapin Marketing (for

accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/account-analysis/

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