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?

4.
Our Clients

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

10.
#thinkppc
Attribution Awareness

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.
Attribution Awareness
Supermarket impulse Buys….

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

16.
Measurement of Offline

17.
17© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
HOW DOES IT WORK?

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18© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Sales Funnel

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19© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

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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?

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22© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

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23© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
What’s driving
Brand?

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24© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

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25© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

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26© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

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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

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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

32.
Measurement with C3

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.
Live Q&A Time!

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