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How and when to raise ppc budgets
 

How and when to raise ppc budgets

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    How and when to raise ppc budgets How and when to raise ppc budgets Presentation Transcript

    • GROWING PROFITSWITH GROWING BUDGETSWHEN AND HOW TO INCREASE PPC BUDGETS Presented by:
    • PRESENTERJeff AllenAccount ExecutiveHanapin MarketingJeff.Allen@hanapinmarketing.com@JeffAllenUT
    • WEBINAR AGENDA1. Affirm the Business Case2. Show How You’ll Use it3. Know Where Your Stand and What Stands in the WayAffirm – Show – Know (ASK)
    • 1. AFFIRM YOUR BUSINESSCASE Understanding Value & Historical Justification = Increase Budget Creating More Profits
    • UNDERSTANDING VALUESimple goals are great at first, but what the client truly valueswill eventually emerge.
    • ALWAYS BE ASKINGQUESTIONSPrevent awkward, very short,pitches by understanding valueup front.
    • SIT ON THE SAME SIDE OFTHE TABLE
    • REPORT #1 – IMPRESSIONSHARE
    • IMPRESSION SHARE INADWORDS
    • IMPRESSION SHARE BYCAMPAIGN
    • REPORT #2 – PASTBUDGET INCREASES
    • REPORT #3 – “X” VSBENCHMARKS33% of all vertical searchers are on mobile devices.
    • 2. SHOW HOW YOU’LLUSE IT• Be Specific• Segment• Justify an Increase Over Reallocation
    • BE SPECIFIC“You currently capture 15% of available mobile searchesthough the 3 mobile campaigns we have. Creatingsegmented device specific campaigns for each of yourcurrent campaigns that do not have mobile versions willincrease this to 100%.”
    • SEGMENTING BUDGETREQUESTS“To capture all mobile traffic we should dedicate $15,000 permonth for these devices.”• Don’t Make it All or None• Be able to Back it UpPossible Segments • Increasing What is Already Working • Display • Mobile • 3rdTier
    • EXPLAIN WHY MORE IS NEEDEDVS. BUDGET REALLOCATION Campaign Type Spend Breakout Branded 12,000 Non-branded 4,000 Mobile 4,000 Display 6,000 Campaign Type Optimized Spend Breakout Branded 12,000 Non-branded 9,000 Mobile 4,000 Display 1,000 Campaign Type Ideal Spend Breakout Budget Increase Branded 12,000 Non-branded 24,000 $15,000 Mobile 4,000 Display 1,000
    • 3. KNOW WHERE YOUSTAND“You will know…when you are clam, at peace, passive. A Jediuses the Force for knowledge and defense, never for attack.”- Yoda• Question for Knowing
    • QUESTION UNTIL YOUKNOWI don’t know isn’t an answer, it’s a question that hasn’t beenasked.• 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&ASubmit your questions to the Organizer via chat. We willrespond to as many questions as time allows and follow upvia 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 PracticesKayla KurtzMonday, February 20th, 5-6pm ESTBe sure to check the blog for registration info!
    • THANK YOU!Please feel free to email me questions:Jeff.Allen@hanapinmarketing.comAnd ask questions through twitter:@JeffAllenUT