2013 Benchmarks for Your PPC Performance Webinar


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Join Hanapin Marketing experts Eric Couch and Jacob Fairclough as they provide tips and metrics for measuring your PPC performance at the half-year mark. As we enter the final two quarters of the year, things like revenue, return on investment and annual performance come into sharp focus.

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  • Kayla
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  • Go over the process of setting these tools up, how we’ve been using them, our experience thus far. In terms of Betas – we can (maybe) discuss Search Companion, Bing’s Product Listing Ads, among others.
  • Day-by-day Impression Share analysis for Search and Display, pointing out expansion and budget opportunities to increase PPC spend and conversions.
  • Discuss analyzing impression share data and potential conversion gains – regression analysis for IS lost due to rank and optimal position, etc.
  • Discuss keeping track of ad copy tests with labels, go more in-depth with Carrie’s methodology – labeling flight dates, test iterations, etc.
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  • 2013 Benchmarks for Your PPC Performance Webinar

    1. 1. #thinkppc 2013 Benchmarks: Grading Your PPC Performance So Far HOSTED BY:
    2. 2. #thinkppc Presenters • Jacob Fairclough – Account Manager at Hanapin Marketing – Blogger at PPC Hero • Eric Couch – Senior Account Manager at Hanapin Marketing – Blogger at PPC Hero – @ecouch11
    3. 3. #thinkppc Join the conversation • Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions.
    4. 4. #thinkppc 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
    5. 5. #thinkppc Live Poll Question #2 What’s your favorite new feature to use in 2013? #thinkppc A. Enhanced Campaigns! B. Remarketing Lists for Search Ads C. Dynamic Display Ads D. Affinity Audiences
    6. 6. #thinkppc #1: Are You On the Cutting Edge? • Utilizing 2013’s Newest Tools: – Remarketing Lists for Search Ads – Affinity Audiences – Betas – Dynamic Display Ads – Enhanced Campaigns
    7. 7. #thinkppc #2: Have You Kept up with Scripts? • What Are They? – Custom code written and implemented through the AdWords Interface. – Like API-lite • Where to Find them. – Go to the bulk operations menu and select scripts.
    8. 8. #thinkppc #2: Have You Kept up with Scripts? How to use scripts: • Making Changes to an Account – Bid rules. – Pause poor performers • Reporting – Custom segments and views, pre-formatted. • Auditing – Keep tabs on metrics and warning signs.
    9. 9. #thinkppc #3: Have You Missed Opportunities? • Analyze your YTD and YoY Impression Share data. – Exact Match IS – Lost IS due to budget – Lost IS due to rank Don’t miss out revenue – know your potential spend and conversion gains!
    10. 10. #thinkppc #3: Have You Missed Opportunities?
    11. 11. #thinkppc #3: Have You Missed Opportunities?
    12. 12. #thinkppc #4 Have You Moved Beyond Google? • Bing had made many changes and is gaining in their share of the search market. • Many clients have began to have great success on bing. • Have you increased your Bing budgets?
    13. 13. #thinkppc #4 Have You Moved Beyond Google? Bing’s new features: • Enhanced Change logs
    14. 14. #thinkppc #4 Have You Moved Beyond Google? • New Sitelinks and directions extensions. • New Graphs and visualizations
    15. 15. #thinkppc #4 Have You Moved Beyond Google? • Better Support for Enhanced Campaigns. • Easy Import Options – From a spreadsheet – Through the editor – Directly through the interface
    16. 16. #thinkppc #5: Have You Been Disciplined? • Measure your account activity! – Regularity of bid adjustments? – How fresh is your ad copy? – Do you need to conclude any long-running ad tests? • Use labels to help your testing efforts!
    17. 17. #thinkppc #5: Have You Been Disciplined?
    18. 18. #thinkppc #6: Have You Taken Advantage of AdWords New Features? • Reviews/Testimonials • Descriptions • Enhanced Sitelinks • New Call Extensions • New filters for ads, campaigns, ad groups, etc.
    19. 19. #thinkppc #7: Do You Double-check Your Account? • Self-audit your account – don’t wait for something to be wrong! • Check your campaign settings. – Budgets, location targeting, device settings, languages… • Analyze your ad copy. – Misspelled text – Wrong destination URLs
    20. 20. #thinkppc #7: Do You Double-check Your Account? • Look at your bid modifiers & performance. – Have they had the desired impact on CPA? – Location, device, time of day modifiers. • Audit your negative keyword list. – How many Ad Groups have the same negative keywords? Can they be made in to Campaign negatives? • Perform a YTD CPA audit.
    21. 21. #thinkppc • Are you actually measuring your companies bottom line? – Define date ranges to compare. – How is year over year performance? – Use goals to define high priority traffic. • Go beyond CPA, find the leads/products that are worth the most. #8: Are You Looking at Meaningful Data?
    22. 22. #thinkppc #8: Are You Looking at Meaningful Data? • Do you understand business goals? – When to push, when to pull back. • Where are you missing opportunities for growth? • Have you used Google Insights for market trends?
    23. 23. #thinkppc Live Poll Question #3 What primary metrics do you use to gauge your YTD success? #thinkppc A. Traffic volume. B. Profit. C. Leads generated. D. Sales volume. E. Two or more of the above.
    24. 24. #thinkppc #9: How Have You Fared In Enhanced Campaigns? • How have you adjusted? – Compare your performance pre and post enhanced campaigns. – Break down your segments, should you be using the modifiers more actively? – How is traffic distributed, where are you gaining and where are you losing. – Have you checked in on your automated solutions, do they still work?
    25. 25. #thinkppc #10: Are You Working Smarter, Not Harder? • Have you experimented with automation? – Bid Management Platforms – Conversion Optimizer – AdWords Automated Bidding – AdWords Scripts • This is not a solution for everyone, but be familiar with the concept!
    26. 26. #thinkppc Live Q&A Time!
    27. 27. #thinkppc Need Help? Final Poll #4 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).
    28. 28. #thinkppc Have more questions? Thank you for attending OurPPc Benchmarks 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