Table Of Contents3 letter from the president By Pat East, CEO of Hanapin Marketing4 maximize your efficiency with analytics e-commerce tracking By Sam Owen10 keyword research tools and analysis By Eric Couch14 an ode to pivot tables By Sean Quadlin18 ppc tools & your competition – which tools keep you in the game? By Kayla Kurtz ABOUT Hanapin Marketing is a paid search agency based in Bloomington, Indiana. Founded in 2004, the company manages and optimizes clients’ paid search programs. From ad copy composition to keyword research to landing page optimization, Hanapin’s core objective is to maximize our clients’ return on investment. Hanapin Marketing publishes the industry leading blog, PPC Hero.
Letter fromthe presidentBy Pat East, President and CEO of Hanapin MarketingThe PPC game is ever changing, so it’s About the Presidentincredibly important that you house a dynamic Pat East is the President andstrategy to stay ahead. At Hanapin, we believe CEO of Hanapin Marketing.it’s important to have reliable tools thatprovide value to our process and our clients.As such, we are always on the lookout for newPPC tools to enhance and refine our accountmanagement process. Our team is constantly “ We believe it’sriding the cutting edge of PPC strategy and important to havewe believe it’s our job to bring these tools to reliable tools thatthe forefront so we can all reap the benefits! we know provide value to our processThe articles in this Compass will uncover ourfavorite tools, new and refined, to help you and our clients.”improve your process for PPC management.There is something here for most situationsin PPC, so enjoy, and let us know if you haveany additional questions. The team atHanapin is always happy to help! 3 3
maximize your efficiency with analyticse-commerce tracking (Continued)“As a word of caution, The easiest way to set up your Analytics e-commerce data in a way which will helpAnalytics won’t be 100% you to make improvements to your PPCaccurate with your transaction campaigns is with custom reporting. Whatand revenue data!” we want to know is how much revenue each keyword in AdWords is generatingIt won’t be able to figure out orders compared with the amount spent on it –cancelled at a later time, or orders where any with a ROAS higher than our goal, wethe customer bailed from your site after can increase bids on and be morecompleting the transaction, but before the aggressive, any with a low ROAS wethank you page had time to load. need to drop bids on as they are losing money.Now that you have your Google Analyticsset up to handle your e-commerce To create a custom report go into yourtracking, let’s look at the ways you can ‘Custom Reporting’ tab in Analytics anduse all your new data to make tangible select ‘+New Custom Report’. Now nameimprovements to your AdWords account. your report ‘Profit per PPC keyword’ orWe can start to be more advanced with something similar. You’ll want to addthe way we think of conversions – no ‘Revenue’ and ‘Cost’ to your Metriclonger should we judge our PPC Groups and ‘Keyword’ to your Dimensioncampaign success on a cost per Drilldowns. To make sure you are seeingacquisition (CPA), but rather on a return PPC-only keywords, select ‘add filter’on ad spend (ROAS). ROAS tells you how and select Medium equals CPC. You canmuch revenue you generate per dollar of make a similar report for organicadvertising spend. If your average keywords revenue by removing the Costprofit margin on your products is 20% metric and changing the medium toyou’ll need every dollar you spend to ‘organic’.make you at least $5 in revenue to beprofitable.ROAS = ((Revenue – AdvertisingCost) / Advertising Cost)
maximize your efficiency with analyticse-commerce tracking (Continued)Setting up your custom report should look something like this:Once you save this report you should be able to pull some valuable information from it straightaway – is your PPC profitable? Below is an example of a poorly optimized e-commerce ac-count. As you can see, while revenues are higher than costs, it is only generating a 10.6%ROAS, which would only be profitable if the products being sold had a 95% profit margin.The point of the custom report we just created was to find individual keywords to optimize forprofit — on the next page, you can see how our new report lists this data. 7 7
maximize your efficiency with analyticse-commerce tracking (Continued)Exporting this data into Excel will enable us to work out our current ROAS by keyword andalso how much we need to adjust our current bid levels to hit our ROAS targets. Add columnsto your exported table for ‘ROAS’, ‘Desired Profit Margin’, ‘Desired Cost’ and ‘Change Bids’. » To calculate ROAS you will need to add a formula for revenue minus cost divided by cost. » Your desired profit margin is simply whatever margin you want to work to. » Cost to be profitable is your revenue divided by your profit margin. » Change bids is the amount you will need to change your current bids to hit your desired ROAS – it is calculated by dividing your cost to be profitable by your current cost.
maximize your efficiency with analyticse-commerce tracking (Continued)Thanks to e-commerce tracking in Analytics you now have an actionable list of keyword bidchanges that you can make to increase your PPC profitability. From the table above I knowthat Anon KW 1 needs to be reduced by 82 percent, and that Anon KW 10 needs to beincreased 143 percent. As these numbers will fluctuate, by running this report and makingbid changes on a weekly basis you can work towards an optimal bid and ultimately, PPCprofitability. 9 9
keyword research tools andanalysisBy Eric CouchResearching and implementing new keywords can be a time-consuming, mentallydraining process. It’s the cornerstone of account expansion, and an oftenunderappreciated aspect of account management. Luckily, we have a host of toolsat our disposal that can give us an edge in brainstorming new avenues of accountexpansion.The best place to start when tackling any account expansion is to take a holistic viewof the account from multiple angles. Think logically about the account and askyourself: “What’s missing?” In my experience, some of the best ideas for keywordexpansion can come from an unfamiliar eye – someone without experience in theaccount that can take an objective, unbiased look at the existing keyword list andpick up on any glaring omissions.Once you’ve finished with the high level view, things start to get a bit more technicalas you look to fill in keyword gaps. Luckily, we have a host of tools at our disposalthat can give us an edge in brainstorming and generating new avenues of accountexpansion.The Basic Options:1) Search Query Reports: Already an invaluable tool for their use in qualifyingtraffic via negative keyword additions, oftentimes you can glean keyword insightsfrom the minds of your customers and search engine populace through a thoroughexamination of their search queries. These can lead to avenues of expansionthrough the use of synonyms and industry-specific jargon that you might not havefound in the initial account buildout.
keyword Research Tools and analysis (Continued)2) Google Opportunities: A consolidated list of missed account opportunitiesas discovered by the Google team, this tool can be of use in the same way SearchQuery Reports are useful – finding those gaps in keyword coverage that can lead toa full-fledged campaign/ad group buildout. It provides account structure and bid sug-gestions as well, with the option of adding the keywords directly in to youraccount. However, this rarely ends up working out in your favor. It’s primarily usedas a means of exploring potential keywords to build out later on our own.3) Google Keyword Tool: The most basic of our keyword research options, thistool allows us to enter in potential keywords and examine up to 800 closely relatedterms. This tool also provides an estimate of the bidding competition for yourpotential keywords, and a rough idea of the monthly searches you can expect byadding them to your account – even allowing you to examine the effect of matchtypes on your potential levels of traffic. In addition, it provides the option of crawlingspecific websites to automatically generate keywords with all of the above-listedbenefits still available.4) Client Website: Perhaps the most obvious source of inspiration for any and allkeyword ideas, the client’s homepage is often the first stop any account managertakes when considering new keywords. New products, product language andqualities, industry terminology, and marketing materials are an invaluable resource inbuilding new campaigns – one that we try to take full advantage of whenever we can.5) Client Internal Documentation: Similar to the website, it helps to be asintegrated as possible with the client’s internal marketing team. Aiming forsynchronization in keywords, ad copy, and the client’s internal marketingdocumentation can help align and reinforce advertising efforts across every medium.6) Competitor Websites: Even if you have no intent of bidding oncompetitor-specific keywords, it can be helpful to examine what language and termsyour rivals use when describing their own competing product. Take advantage oftheir marketing research and put those potential keywords to use!7) Ecommerce/Product Sites: In the same vein, examining product sites likeAmazon.com (among many, many others) can provide you with more marketinglanguage and terms to build out potential keywords. In addition, researching the 11 11
keyword Research Tools and analysis(Continued)customer reviews and comment forums often found on these sites can provideinsight in to the potential search queries used to find your product – directly from yourintended audience.8) WordNet 2.0: Not as immediately useful as some of the other optionsdiscussed, but it still has a place in keyword research. WordNet is a lexicaldatabase of English hosted by Princeton University. For our needs, it functions insimilar fashion to a thesaurus – providing synonyms and definitions for your keywordideas that might lead to potential areas of keyword expansion in the future. It’s a bitmore intellectual than most keyword tools, but still worthy of consideration.9) Google Analytics: Perhaps the end-all, be-all of all things statisticallysignificant for any website, Google Analytics can provide multiple avenues ofkeyword expansion across different areas. Firstly, researching organic traffic andtop performing keywords from that avenue can help provide potential keywords foryour campaigns if they’re not in sync with one another. In a similar vein, examiningtop-performing keywords and product categories from a revenue standpoint canprovide a strong incentive to expand on your strengths – building out campaigns andad groups on variants of highly profitable keywords can be a key strategy in growingprofits for our clients.These are some of the most basic option available for any account manager to utilizewhen performing keyword research. However, there are more advanced keywordtools available as an option for those willing to pay.The Advanced Options:1) WordStream Keyword Niche Finder: One of the more powerful tools at ourdisposal, the WordStream Keyword Niche Finder allows you to enter in keywordsand populate a list of terms based on your chosen keyword. The real strength in thisparticular tool lies in the way it categorizes and structures the keywords into niches.This allows for both a top-level, broad view of potential areas for keyword expansionwhile also providing hundreds of long-tail keywords to input into your account. Evenif the keywords themselves aren’t useful, the niches alone make this paid tool worthyof consideration.
keyword Research Tools and analysis(Continued)2) Wordtracker: Already popular with the SEO crowd, Wordtracker still has someuse for the PPC account manager. It’s particularly capable at generating a largeamount of long-tail keywords quickly, while providing competitor keywords all in aneasy-to-use interface. The Keyword Effectiveness Index can also help you key in onyour site’s best keywords, leading to better relevance and higher quality scores foryour account.3) SpyFu: Another popular paid option; SpyFu is a powerful PPC and SEO suitethat is primarily focused on competitive research. You can search rival domainsand examine their most profitable PPC keywords, weed out keywords based onprofitability, and even examine historic ad copy to find new and effective messagingthat you might not have considered otherwise. It can also provide specific keywordstatistics and account recommendations based on competitive insights.These are only a few of the versatile tools available to account managers as theywork to expand your accounts. While each method has specific strengths andweaknesses, they can all provide new and novel insights into areas of potentialkeyword expansion. Used in concert (and under the proper guidance), they can helpgrow your account by leaps and bounds - bringing you to new heights ofprofitability! 13 13
An Ode to Pivot TablesBy Sean QuadlinStreamlining PPC efforts is imperative. that Morpheus offers to Neo in TheThere is so much data, there are so Matrix. Down the rabbit hole we go.many users, there are so many thingsto test, there are so many targets, Once you have your data selectedthere is so much EVERYTHING. It’s and the pivot table option checked,overwhelming if you don’t have the you’ll be presented with four optionsright tools in your belt to learn lasting to view your data as you see fit.lessons from everything that’s There are column labels, which areavailable. just like columns in Excel. There are row labels, which are just like rows inLuckily, whatever genius it was at Excel. There are report filters, whichMicrosoft that developed the pivot let you choose just what data in yourtable function within Excel has made report you want to view at any givenanalyzing your accounts quickly so time. And finally there are values,much more doable. If you teach which are the things that you want toyourself to be comfortable with pivot see.tables, you can take a lot of the gruntwork out of identifying what’s workingfrom what isn’t so that your return onad spend can grow and grow. I’mwilling to go so far as to say that PPCis the Chia head and pivot tables arethe life-giving water. They’re thatimportant.The glory of pivot tables is locatedunder the Data menu (Data > PivotTable…). Ellipses are generally one ofthe most expressive of all punctuationmarks, but the ellipsis employedfollowing Pivot Tables contains somuch wonder that I find it difficult tocontain myself. They’re like the pills
An Ode to Pivot Tables (Continued)The beauty of pivot tables is that you can change any of your options into any of thecolumns to see your data exactly as you want it to be seen. While row and columnlabels seem pretty basic, when you can switch columns and rows at will (and, dareI even say it, put data as rows) it becomes quite a powerful tool. I don’t want tofocus too much on the basics, but take some time to familiarize yourself with all oftheir glories.Once you feel like you have steady footing with your pivot table basics, you canstart to analyze. And while it’s easy enough to say “let’s start analyzing,” the truebeauty in pivot tables comes when you’ve finished your analysis within minutes.Here are some of the reports that I run most frequently:Headline Performance that I wouldn’t be able to learnIf you repeat the same headline anything substantive. This stepacross multiple ad groups and requires adding in a new row to mycampaigns, you can add headline as data downloaded from the interface.the row label and then look at all of If you just pop in a “Headline Type”the different metrics that your heart column next to your headlines, allcould desire. I’ve used this technique you’ll have to do is run through eachto find that putting a verb in my active headline and code it. It can beheadline doubles my CTR (ex. as simple as “verb” or “no verb.” As“Perform this action” instead of “Action soon as you run your pivot you’ll havePerformances”). I can’t fit as many the answer you’re looking for. (Akeywords into that headline as I’d like, quick note, any time you update yourbut by simply rearranging the same data once the pivot table exists, makewords and putting one in verb form I sure to refresh your data.)see a world of difference. Landing Page PerformanceI also use this function to learn Since I’m obsessed with trackinginsights about headline trends. I’ll leads all the way from first click tosubtly change headlines to ensure completed sale, all of my destinationthat they match the keywords in my ad URLs are tagged with trackinggroups, so if I tried to run this report by information. This means that theall of the active headlines in the dimensions tab just doesn’t give meaccount I’d have so many headlines the type of insight on my landing 15 page performance that I really crave. 15
An Ode to Pivot Tables (Continued)By downloading an ad report (or a Pivot Table is there to help.keyword report if you’re using In your row column add in Averagekeyword-level tracking), I can simply position. Then you’ll add your mostuse Text to Columns to remove the important metrics to the values (cost,trailing tracking information from my conversions, revenue, etc).destination URLs. Once that’s done,I’m ready to pivot table away into the Group your row column (which iswee hours of the night. done by just right clicking in the column with average position andIf you’re really feeling dangerous, you then selecting “Group”) and thencan download a landing page aggregate on however big anperformance report from analytics increment you want to look at. I’lland merge it into your ad report generally go by two tenths of aspreadsheet. Using this report, you position, but you’ll know what size ofcan pull in bounce rate, pages/visit and groups make sense when you seeeven average time on page. It can all your report.be done from one pivot table if you addthe data to the same spreadsheet. Once you see where your volume is acceptable and your return is optimal,Optimal Average Position you can set a baseline for yourPerformance can vary wildly from one bidding strategy. This process helpsad position to another in your account. you to identify your account’sYou can probably spot this in the Gerald B. Watson Memorial Sweetinterface on a campaign by campaign Spot (a bit of a Hanapin inside joke,basis, but if you import that data into a so please forgive the refernce).spreadsheet you can look at your bestaverage position across multiple This tool is crazy adaptable andcampaigns or ad groups in one fell I’m sure you can find uses for it thatswoop. I haven’t mentioned here. Before I sign off, there’s one more thingHere are the steps to follow: that I want to pass along. All of yourDownload a keyword report over the analysis should use calculated fields.most relevant time range, but This function allows your pivot tablesegment it by day. It’s going to bring to update stats like CTR and cost/back a lot of data. It may seem over- conversion dynamically.whelming, but don’t be alarmed. Uncle
An Ode to Pivot Tables (Continued)Without performing this important step, your metrics will look out of whack andwould paint the incorrect picture.The calculated fields that I use most often are:» CTR» Cost/Conversion» Conversion Rate» Bounce Rate» Pages/Visit» Avg. Time on PageThere’s a wonderful world of pivot tables out there, and it’s just waiting tomake your life easier. If you take the time to familiarize yourself with this tool, 17 17
PPC Tools & YourCompetition – Which ToolsKeep You In The Game?By Kayla KurtzAll paid search managers know they when beginning a new PPC accounthave to be mindful of what the or opening up to a new segmentcompetition is up to, but do they know within PPC. I would struggle tohow to go about gathering that believe that any account is startedcompetitive information? Further, do without some version of competitivethey know how to gather that analysis taking place, however it’sinformation quickly and efficiently so very easy to get bogged down inthey can keep their predominant focus optimizing to your own data onceon optimizing their accounts? things are going and forget to revisit this area.The good news is there is a plethoraof tools out there for PPC managers to I’ll say right now that my purposeutilize in order to gather and compare with competitive analysis is never tocompetitive research to stay on top of run directly after the strategy mythings. The bad news is that they competition is using and throw minearen’t always completely accurate, out the window. However, checking inor free if you want all the bells and to your competition’s messaging andwhistles. We’re going to provide possible targets can increaseinformation about why it’s important creativity when you least expect it.to stay hip to your competition’s Is my competition offering a benefitstrategy, outline some of the tools that we do better? Are they bidding onare available and finally how to use the a group of keywords I’ve missed?information you’ve found to make your Again, maybe the best idea isn’t tobrand as competitive as possible! copy what the competition is up to, but at the very least explore whatWhy is competitive analysis they’re up to and see if it’s applicableso important? Generally speaking, to you and your accounts in somecompetitive analysis is top of mind way.
PPC Tools & Your Competition – Which Tools KeepYou In The Game? (continued)This competitive analysis can also help drive conversations with clients if theircompetition is gobbling up a large amount of market share. If you’re hitting KPI and/or ROI goals, why not invest a bit more budget and tackle as much of that marketshare as possible?What tools are available?1. Analyze Competition via Google AdWords’ Opportunities tabThe information provided by this AdWords tool can help you distinguish how variousmetrics are stacking up against your competition by industry. The information yousee via this tool aggregates your performance data by determined industry over theprevious two weeks and compares it to advertisers in the same industry. You canview comparisons of clicks, impressions, CTR or average position. Further, you canfilter your competition by country to determine differences by geographic area.While the information you gather from this tool is rather vague and doesn’t give youexact access to competitor strategy, it will give you an idea of focus areas that youcan focus on to improve compared to the competition. For example, in the followingscreenshot, you can see that in the Earth Movers & Construction Tractors category,based on clicks, I’m staying incredible competitive and pull down almost twice asmany clicks as competitors in that industry. 19 19
PPC Tools & Your Competition – Which Tools KeepYou In The Game? (continued)For example, in the screenshot below, you can see that in the Earth Movers &Construction Tractors category, based on clicks, I’m staying incredibly competitiveand pull down almost twice as many clicks as competitors in that industry.2. SpyfuMy good friend Eric Couch mentioned this tool previously. This site is one we alluse regularly, but I use it with definite caution as I’ve seen it report some inaccuratetraffic and budget numbers in the past. However, it provides rather specificinformation regarding keywords your competition is bidding on and seeing thegreatest success with. Further, you can view actual ad copies they may have beenrunning as recently as the month previous. And that’s just in the free version!Simply type in the web address for one of your competitors and you’ll see estimatedbudget, ad position, clicks per day, keywords and ad texts. The paid version of the Spyfu interface also gives you access to about 90% moredata, including keyword overlap, CPC estimates and other advanced keywordstatistics, and the ability to track your own performance.3. SEMRushThe SEMRush site is rather similar to Spyfu, providing you with top informationabout competitors to your brand. Within the free version, you can type in yourcompetitors website and view their biggest competitors (are you on the list?), ad
PPC Tools & Your Competition – Which Tools KeepYou In The Game? (continued)texts, average position for the top keywords and the percentage of their totalbudget and traffic that is allocated those keywords. Of course with the paid version,all these results and statistics are increased so you can see more data. SEMRushwill also allow you to track information for your competitors Facebook and Bingaccounts.4. iSpionageAgain, iSpionage is a site that offers quite a bit of information for free, with evenmore becoming available with the paid version. In addition to showing keywordsyour competitors are bidding on and ads they are running with accompanyingranking information, if you do upgrade you gain the ability to build new campaignswith the information you find.Essentially within the iSpionage interface, you complete the keyword researchphase based on what you discover from competitors, audit that keyword research,group the terms together and then build out the actual campaigns for upload toGoogle or Bing. 21 21
PPC Tools & Your Competition – Which Tools KeepYou In The Game? (continued)How do you process & utilize has ever been managed by someoneall this research? else) in the event that what theThe most important key here is competition is trying, you’ve alreadynot to fully trust all the research you attempted with less than acceptablejust did. This sounds counter intuitive, results.I’m sure, but the fact of the matter isthat none of these tools have direct Overall, make sure you look ataccess to your competition’s accounts. competitor research with anThey are simply compiling information investigative eye and don’t losefrom the search engines and sight of your overall account goalsmaking that information available to and progress. Competitive researchyou. Of course, using the free versions is only as useful if you use it as a partof those tools may not allow you to get of your PPC strategy, not the leada full view of what’s going on. driver in how you determine the bestI encourage you to average out your ways to move forwardfindings after completing competitorresearch through a few of thesetools, that way you’re not relyingcompletely on one source, but you’remaking some effort to analyze thatcompetitive data and make changes asneeded.The next tip is something I mentionedearlier, which is not to necessarilythrow out your entire strategy bookbased on the competition. You can’tsee their exact ROI and maybe whatthey’re doing isn’t working. PPC is allabout testing, so if you find a goodnugget of information through thisresearch, test it before going all in.Also, make sure you take some timeto thoroughly revisit your previousstrategies (especially if the account
Hanapin Marketing:“Hanapin” means search in Filipino and Hanapin Marketing’s forte is search enginemarketing, specializing in premier pay-per-click management. Hanapin Marketing bringsclients tremendous paid search results combined with white glove customer service and acustomizable experience. Compass, a quarterly journal discussing the hottest PPC topics,is produced by the Hanapin Marketing team. Hanapin Marketing also hosts Hero Conf, thepopular new conference that focuses solely on paid search.Visit www.hanapinmarketing.com to learn more about Hanapin Marketing.PPC Hero: Our PPC Blog Produced by Hanapin Marketing, the PPC Hero blog shares helpful strategies, landing page reviews, PPC case studies and related news updates with the PPC industry at large. With over 10,000 subscribers, PPC Hero has become one of the most widely read blogs in the paid search industry. Read PPC Hero at www.ppchero.com. Hero Conf: Our conference Hero Conf is Hanapin Marketing and PPC Hero’s premier, all PPC conference. We are going on our second year in 2013. Our conference covers only PPC and allows industry leaders and PPC professionals a chance to meet and learn more about the ever-changing pay-per-click realm. For more information visit www.heroconf.com. For more information about Hanapin Marketing, contact Tom Hootman, Director of Sales. Phone: 812.330.3134 x 120 Email: firstname.lastname@example.org 23 23