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HeroConf 2018 - Your PPC Report Sucks (But It Doesn't Have To!)

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Do you feel like you’re banging your head against a wall every time you update your PPC report for your client or boss? Asking yourself questions like: Why is the process so manual? How do I automate this? What are the right ways to segment all this data? Are they even reading my report?? Don’t worry, you’re not alone! During this session, you’ll be sure to walk away with a completely different approach to how you’re developing your PPC reports, as you’ll learn about:

- Streamlining and automating reporting
- Making your reports more actionable
- Creating reports that stakeholders like your client or boss ACTUALLY read!

Published in: Marketing
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HeroConf 2018 - Your PPC Report Sucks (But It Doesn't Have To!)

  1. 1. Your PPC Report Sucks (But It Doesn’t Have To!) Maddie Cary VP of Client Service
  2. 2. Hi, I’m Maddie! hi! @MaddieMarketer | @point_it ● VP of Client Service at Point It ● US Search Award Winner: Best PPC Agency ● Worked in PPC for 7+ Years ● Lead awesome multi-channel service team ● 3rd year in a row speaking at HeroConf
  3. 3. AUTOMATED @MaddieMarketer | @point_it SIMPLIFIED ACTIONABLE DIGESTIBLE Learning Outcomes
  4. 4. HubSpot, Dec 2015 20 hrs per month average time marketers spend collecting, organizing, and analyzing data from different sources @MaddieMarketer | @point_it
  5. 5. Optmyzr, Dec 2016 1% of reports sent were actually ever opened by clients @MaddieMarketer | @point_it
  6. 6. CMO by Adobe, May 2016 73% of marketing execs feel their agencies are incapable of generating genuine customer insights @MaddieMarketer | @point_it
  7. 7. we suck at storytelling @MaddieMarketer | @point_it
  8. 8. @MaddieMarketer | @point_it
  9. 9. analyze showtimeoptimize
  10. 10. AUTOMATED @MaddieMarketer | @point_it
  11. 11. Automate Your Data SUPERMETRICS SWYDO ADSTAGE ACQUISIO REPORTGARDEN OPTMYZR MARIN NINJACAT $ $ $$ $$$ $$ $$ $$$ $$$
  12. 12. @MaddieMarketer | @point_it Automate Reoccurring Data ● Weekly Reports ● Monthly Reports ● Spend Pacing
  13. 13. - 41%tool costs +10%work time reclaimed @MaddieMarketer | @point_it
  14. 14. SIMPLE @MaddieMarketer | @point_it
  15. 15. @MaddieMarketer | @point_it Reorganize GOALS DEMAND HEALTH AUDIENCE • Profit • Revenue • Conv • ROI • MQLs • Impr • Clicks • Cost • CPC • Impr Share • CTR • Conv Rate • CPA • Avg Pos • Device • Location / Lang • Audience • Demo
  16. 16. 5 seconds @MaddieMarketer | @point_it
  17. 17. #SMX #33B @MaddieMarketer 3 Simple Rules insights 3 metrics 2 takeawa y 1 @MaddieMarketer | @point_it
  18. 18. • Drove 150 conversions, up +233% WoW, with positive gains across campaigns • CPA finished at $7 this week, which is flat WoW and is below our max of $20 • CPCs was up +22% WoW as we saw click demand increase at a higher rate than cost • Cost was at $1,000 which is an increase of +69% WoW, but we are still on target to pace to our total May budget of $10K • We kicked off our new campaign for the product launch, which helped us drive $5,500 in total revenue this week Impr Clicks CTR Cost CPC Avg Pos Conv CPA Conv Rate Revenue ROI Profit Week 1 100,000 3,200 3.2% $500 $0.16 1.5 30 $17 0.9% $2,000 300% $750 Week 2 124,000 4,216 3.4% $650 $0.15 1.4 30 $22 0.7% $2,200 238% $500 Week 3 150,000 4,650 3.1% $590 $0.13 1.5 45 $13 1.0% $2,400 307% $450 Week 4 175,000 6,475 3.7% $1,000 $0.15 1.2 150 $7 2.3% $5,500 450% $2,000 WoW Δ% 17% 39% 19% 69% 22% -20% 233% -49% 139% 129% 47% 344% @MaddieMarketer | @point_it
  19. 19. Convs 150 +223% WoW CPA $7 below $20 max Cost $1K +69% WoW Revenue $5.5K product launch @MaddieMarketer | @point_it
  20. 20. product launch growth $2K PROFIT ROI across campaigns 450% EFFICIENCY WoW increase +129% REVENUE$0 $500 $1,000 $1,500 $2,000 $2,500 $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 Week 1 Week 2 Week 3 Week 4 Revenue Profit @MaddieMarketer | @point_it
  21. 21. ACTIONABLE @MaddieMarketer | @point_it
  22. 22. ACTION What did we do to help your optimize, learn, and grow? IMPACT Secret Recipe @MaddieMarketer | @point_it ROADMAP What was the resulting impact on the business? What is the direct next step we are going to take?
  23. 23. product launch growth $2K PROFIT ROI across campaigns 450% EFFICIENCY WoW increase +129% REVENUE$0 $500 $1,000 $1,500 $2,000 $2,500 $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 Week 1 Week 2 Week 3 Week 4 Revenue Profit @MaddieMarketer | @point_it
  24. 24. RECAP: Product Launch PROFIT $2K 450%ROI Next Play • Cross-sell to product purchasers • Target similar audience • Support June product launch @MaddieMarketer | @point_it
  25. 25. DIGESTIBLE @MaddieMarketer | @point_it
  26. 26. BOO • Novel paragraphs • Harsh colors • “Sum of” Titles • Data dumps • 5+ tabs • Too in the weeds • PPC Focused ONLY @MaddieMarketer | @point_it YAY! • Short bullets • Simple visuals • Prioritized metrics • 3-2-1 takeaway • Action, Impact, Roadmap • Audience in mind • Beyond PPC  BIZ
  27. 27. your homework 27 @MaddieMarketer | @point_it
  28. 28. @MaddieMarketer | @point_it ● Choose automated data tool ● Pick a report to revamp ● Reorganize metrics by 4 categories ● Structure visuals & insights by 3 – 2 –1 takeaway ● Always approach using action, impact, & roadmap Actionable Takeaways
  29. 29. your report should tell a business story @MaddieMarketer | @point_it
  30. 30. Thank You! @MaddieMarketer | @point_it Work with us: info@pointit.com Our blog: pointit.com/blog Download deck: slideshare.net/MaddieCary

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