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PPC Reports That Matter #CTAConf 2017

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Reporting shouldn't start and end at an automated email, sent once a month. You need to build better reports, ones that illustrate how your PPC campaigns are performing but also where they're lagging, and what you can do to improve them. In PPC, every penny matters, so why not maximize that spend with reports that matter?

Presented at CTA Conference, June 27 2017.

Accompanying document can be found at kickpoint.ca/ctaconf2017

Published in: Marketing
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PPC Reports That Matter #CTAConf 2017

  1. 1. #ctaconf @danaditomaso#ctaconf @danaditomaso DANA DITOMASO PPC REPORTS THAT MATTER
  2. 2. #ctaconf @danaditomaso#ctaconf @danaditomaso kickpoint.ca/ctaconf2017
  3. 3. #ctaconf @danaditomaso Good reporting makes the difference.
  4. 4. #ctaconf @danaditomaso Start with a baseline.
  5. 5. #ctaconf @danaditomaso But not all visitors are created equal.
  6. 6. #ctaconf @danaditomaso Standard Reports != Good Reports
  7. 7. #ctaconf @danaditomaso Sometimes, you’re not measuring the right things.
  8. 8. #ctaconf @danaditomaso It can be time intensive.
  9. 9. #ctaconf @danaditomaso What other options do we have?
  10. 10. #ctaconf @danaditomaso#ctaconf @danaditomaso Google Tag Manager
  11. 11. #ctaconf @danaditomaso Tag everything.
  12. 12. #ctaconf @danaditomaso#ctaconf @danaditomaso Are PDF downloads a goal?
  13. 13. #ctaconf @danaditomaso 10% download a PDF.
  14. 14. #ctaconf @danaditomaso 22% of paid users download a PDF.
  15. 15. #ctaconf @danaditomaso Probably should be a goal!
  16. 16. #ctaconf @danaditomaso Next, segment what kind of PDFs are downloaded.
  17. 17. #ctaconf @danaditomaso 2% of all users download a “guide to” PDF.
  18. 18. #ctaconf @danaditomaso 13% of paid users download a “guide to” PDF.
  19. 19. #ctaconf @danaditomaso#ctaconf @danaditomaso Is dwell time a goal?
  20. 20. #ctaconf @danaditomaso No.
  21. 21. #ctaconf @danaditomaso But it is a great event.
  22. 22. #ctaconf @danaditomaso Remember: Session duration only works if they visit a second page.
  23. 23. #ctaconf @danaditomaso#ctaconf @danaditomaso How to measure page engagement?
  24. 24. #ctaconf @danaditomaso#ctaconf @danaditomaso How to improve lead tracking?
  25. 25. https://www.upbuild.io/blog/crm-data- google-analytics-measurement-protocol/
  26. 26. #ctaconf @danaditomaso#ctaconf @danaditomaso How to decide if it’s an event or a conversion?
  27. 27. #ctaconf @danaditomaso Will it make you money?
  28. 28. #ctaconf @danaditomaso#ctaconf @danaditomaso Google Data Studio
  29. 29. #ctaconf @danaditomaso And there’s math!
  30. 30. #ctaconf @danaditomaso#ctaconf @danaditomaso Calculated Metric Ideas
  31. 31. #ctaconf @danaditomaso Profit Per Click (Total Conv. Value * 0.2)/Clicks
  32. 32. #ctaconf @danaditomaso User Conversion Rate Goal Completions / Users
  33. 33. #ctaconf @danaditomaso Unbounced Sessions - Bounces
  34. 34. #ctaconf @danaditomaso Conversion Quality Index (Lead * 4) + (PDF * 1) / ( 5 * Sessions)
  35. 35. #ctaconf @danaditomaso#ctaconf @danaditomaso What metrics will help you make better decisions?
  36. 36. #ctaconf @danaditomaso Conversions By Keyword
  37. 37. #ctaconf @danaditomaso Events by Day & Hour
  38. 38. #ctaconf @danaditomaso Page Load Speed & Conversion Rate
  39. 39. #ctaconf @danaditomaso Scroll Depth & Conversion Rate
  40. 40. #ctaconf @danaditomaso Keywords by Intent & Conversion Rate
  41. 41. #ctaconf @danaditomaso#ctaconf @danaditomaso Super bonus API idea!
  42. 42. #ctaconf @danaditomaso 1. Get a list of everyone tweeting at your competitor.
  43. 43. #ctaconf @danaditomaso 2. Put their Twitter handles through BuzzSumo’s API.
  44. 44. #ctaconf @danaditomaso 3. Put those URLs into an AdWords script for display placement.
  45. 45. #ctaconf @danaditomaso 4. Report on CQI by display source.
  46. 46. #ctaconf @danaditomaso#ctaconf @danaditomaso THANK YOU! KICKPOINT.CA/CTACONF2017

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