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Attributing Your Brand's PPC Success Accurately Across Platforms

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In this webinar, C3 Metrics’ Aaron Fletcher and Hanapin’s Kelly Pollock will show you why you should care about your attribution techniques and how it plays into your PPC success.

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Attributing Your Brand's PPC Success Accurately Across Platforms

  1. 1. #thinkppc & Attributing Your Brand’s PPC Success Accurately Across Platforms HOSTED BY:
  2. 2. Presenters • Aaron Fletcher – Network Operations Jedi at C3 Metrics – @c3metrics • Kelly Pollock – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – @kelpollock
  3. 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?
  4. 4. Our Clients
  5. 5. HQ: PORTSMOUTH SAN DIEGO • ATLANTA 100+ CLIENTS WORLDWIDE EST. 2010 MEDIA AGNOSTIC WINNERS Red Herring 100 (Global) AlwaysOn (Global)
  6. 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. 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. 8. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  9. 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
  10. 10. #thinkppc Attribution Awareness
  11. 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.
  12. 12. Attribution Awareness Supermarket impulse Buys….
  13. 13. Attribution Awareness ● Multiple touch points ● Cross channel ● Cross device ● Attribution modeling Factors of attribution
  14. 14. Attribution Awareness Attribution is a growing priority for marketers
  15. 15. Digital Attribution Google is trying to simplify attribution online ● Last Click ● Time Decay ● Linear ● Position-Based ● First click ● Data-driven
  16. 16. Measurement of Offline
  17. 17. 17© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com HOW DOES IT WORK?
  18. 18. 18© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Sales Funnel
  19. 19. 19© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  20. 20. 20© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com AVSR or ACPA
  21. 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. 22© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  23. 23. 23© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com What’s driving Brand?
  24. 24. 24© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  25. 25. 25© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  26. 26. 26© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  27. 27. 27© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  28. 28. 28© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  29. 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. 30© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com Bottom Half of Funnel
  31. 31. 31© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
  32. 32. Measurement with C3
  33. 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!
  34. 34. Live Q&A Time!
  35. 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

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