Attributing Your Brand's PPC Success Accurately Across Platforms

Hanapin Marketing
Hanapin MarketingPaid Search & Digital Marketing Agency at Hanapin Marketing
#thinkppc
&
Attributing Your Brand’s
PPC Success Accurately
Across Platforms
HOSTED BY:
Presenters
• Aaron Fletcher
– Network Operations Jedi at C3 Metrics
– @c3metrics
• Kelly Pollock
– Senior Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @kelpollock
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?
Our Clients
HQ: PORTSMOUTH
SAN DIEGO • ATLANTA
100+ CLIENTS
WORLDWIDE
EST. 2010
MEDIA AGNOSTIC
WINNERS
Red Herring 100 (Global)
AlwaysOn (Global)
6© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
C3 Metrics
Leaders in TV & Digital measurement
John Dimling
Fmr Chairman & CEO, Nielsen
Jeffrey Silverman
Fmr President, DoubleClick
Jeff Greenfield
Founder, COO
Mark Hughes
Founder, CEO
7© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Leading Brands
Single Source of Cross-Channel Truth for Marketing & Finance
MARKETING CHANNELS:
DIGITAL - TV – RADIO – OOH – PRINT – MAGAZINE
PR – CONTENT – PRODUCT PLACEMENT
CONVERSION SOURCES:
ONLINE – APP - CALL CENTER – CRM –
BRICK & MORTOR
THE C3 DIFFERENCE:
SECURITY – 100% US BASED –
MACHINE LEARNING MODEL – 44% ROI
Additional Details:
C3 IS KNOWN FOR:
DATA ACCURACY – OFFLINE/TRADITIONAL
CAPABILITY – BEST IN PROGRAMATIC –
INTEGRATED VIEWABILITY + CROSS-DEVICE
Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.
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
#thinkppc
Attribution Awareness
Attribution Awareness
Simplifying attribution using sports…
● How often is 1 player on a team the
result of a touchdown?
● Credit is given to the player that rolls
into the end zone.
● Occasional red zone score with no
plan.
Attribution Awareness
Supermarket impulse Buys….
Attribution Awareness
● Multiple touch points
● Cross channel
● Cross device
● Attribution modeling
Factors of attribution
Attribution Awareness
Attribution is a growing priority for marketers
Digital Attribution
Google is trying to simplify attribution online
● Last Click
● Time Decay
● Linear
● Position-Based
● First click
● Data-driven
Measurement of Offline
17© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
HOW DOES IT WORK?
18© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Sales Funnel
19© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
20© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
AVSR or ACPA
21© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
HOW DOES THIS WORK WITH SEARCH?
22© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
23© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
What’s driving
Brand?
24© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
25© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
26© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
27© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
28© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
29© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Top Half of Funnel “I need better
Car Insurance”
“My friend told me you
Could save me 15%”
30© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Bottom Half of Funnel
31© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Measurement with C3
Offers!
A. I’d like a free demo from C3 Metrics
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!
Live Q&A Time!
#thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf
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Attributing Your Brand's PPC Success Accurately Across Platforms

  • 1. #thinkppc & Attributing Your Brand’s PPC Success Accurately Across Platforms HOSTED BY:
  • 2. Presenters • Aaron Fletcher – Network Operations Jedi at C3 Metrics – @c3metrics • Kelly Pollock – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – @kelpollock
  • 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
  • 5. HQ: PORTSMOUTH SAN DIEGO • ATLANTA 100+ CLIENTS WORLDWIDE EST. 2010 MEDIA AGNOSTIC WINNERS Red Herring 100 (Global) AlwaysOn (Global)
  • 6. 6© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com C3 Metrics Leaders in TV & Digital measurement John Dimling Fmr Chairman & CEO, Nielsen Jeffrey Silverman Fmr President, DoubleClick Jeff Greenfield Founder, COO Mark Hughes Founder, CEO
  • 7. 7© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Leading Brands Single Source of Cross-Channel Truth for Marketing & Finance MARKETING CHANNELS: DIGITAL - TV – RADIO – OOH – PRINT – MAGAZINE PR – CONTENT – PRODUCT PLACEMENT CONVERSION SOURCES: ONLINE – APP - CALL CENTER – CRM – BRICK & MORTOR THE C3 DIFFERENCE: SECURITY – 100% US BASED – MACHINE LEARNING MODEL – 44% ROI Additional Details: C3 IS KNOWN FOR: DATA ACCURACY – OFFLINE/TRADITIONAL CAPABILITY – BEST IN PROGRAMATIC – INTEGRATED VIEWABILITY + CROSS-DEVICE
  • 8. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  • 9. 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
  • 11. Attribution Awareness Simplifying attribution using sports… ● How often is 1 player on a team the result of a touchdown? ● Credit is given to the player that rolls into the end zone. ● Occasional red zone score with no plan.
  • 13. Attribution Awareness ● Multiple touch points ● Cross channel ● Cross device ● Attribution modeling Factors of attribution
  • 14. Attribution Awareness Attribution is a growing priority for marketers
  • 15. Digital Attribution Google is trying to simplify attribution online ● Last Click ● Time Decay ● Linear ● Position-Based ● First click ● Data-driven
  • 17. 17© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com HOW DOES IT WORK?
  • 18. 18© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Sales Funnel
  • 19. 19© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 20. 20© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com AVSR or ACPA
  • 21. 21© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com HOW DOES THIS WORK WITH SEARCH?
  • 22. 22© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 23. 23© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com What’s driving Brand?
  • 24. 24© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 25. 25© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 26. 26© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 27. 27© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 28. 28© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 29. 29© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Top Half of Funnel “I need better Car Insurance” “My friend told me you Could save me 15%”
  • 30. 30© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Bottom Half of Funnel
  • 31. 31© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  • 33. Offers! A. I’d like a free demo from C3 Metrics B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. I’d like both D. No Thanks!
  • 35. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf