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Epic PPC Insights From Hanapin Marketing: What We've Learned As An Agency

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At Hanapin Marketing (producers of PPC Hero and Hero Conf), we are constantly learning and discovering new tips and tricks in PPC. We’ve experienced both the successes and the pitfalls that come with an industry that is constantly changing and growing and includes a variety of moving parts. In this webinar, we’ll be doling out some of our “secret sauce” as we like to call it here; things we’ve learned from being in the trenches on accounts day in and day out, as well as higher level learnings.

In this webinar recording, Associate Director of Paid Search, Jeff Baum, and Account Manager, Kristina McLane discuss epic insights and applied learnings for your own account.

You’ll get expert-level PPC tips like:

*Learn why “Testing Small and Going Big” is the safest strategy for PPC account testing

*Learn how automation can be your friend and force multiplier

*Hear Hanapin experts discuss why optimization schedules are so important to performance

Published in: Marketing
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Epic PPC Insights From Hanapin Marketing: What We've Learned As An Agency

  1. 1. #thinkppc Epic PPC Insights From Hanapin Marketing: What We’ve Learned As An Agency
  2. 2. #thinkppc Presenters • Jeff Baum – Associate Director of Paid Search at Hanapin Marketing – Blogger on PPC Hero & Hero Conf Speaker – @jeffbaum71 • Kristina McLane – Account Manager at Hanapin Marketing – Blogger on PPC Hero & Hero Conf Speaker – @kristinaMcLane
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  4. 4. #thinkppc 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
  5. 5. #thinkppc Live Poll Question #2 How do you manage your PPC account(s)? #thinkppc a) I’m part of an in-house PPC team b) I do all the marketing including PPC c) I work with an agency d) I’m a consultant
  6. 6. #thinkppc New Features
  7. 7. #thinkppc New Features
  8. 8. #thinkppc New Features Case Study Example: Display Select ● 25% Less Conversions (Less Traffic) ● 69% Improvement in Cost/Converted Click ● 389% Conv. Rate Increase Epic Insight: Try New Features & Make Your Own Conclusions!
  9. 9. #thinkppc Landing Page Testing & CRO
  10. 10. #thinkppc Landing Page Testing & CRO
  11. 11. #thinkppc Ultimate CRO Question: Do you test a brand new page or should you test small?
  12. 12. #thinkppc Answer: It depends on the current landing page.
  13. 13. #thinkppc Case Study Example: PPC Specific Landing Page Landing Page Testing & CRO Original - Conversion Path Length: Landing Page Click ‘Contact Us’ Now “Contact Us” Button Complete the form Click “Submit” New Landing Page - Conversion Path Length:
  14. 14. #thinkppc Landing Page Testing & CRO Case Study Example: PPC Specific Landing Page One clear purpose to the page and less steps to a conversion results in higher conversion rate
  15. 15. #thinkppc Landing Page Testing & CRO Case Study Example: Orange Button Orange Button had a 85.6% increase in conversion rate
  16. 16. #thinkppc Landing Page Testing Why Is Landing Page Testing So Important? ● The page is where the conversion happens ● Creates an impact fast. Epic Insight:Don’t forget your landing pages.
  17. 17. #thinkppc Data Segmentation
  18. 18. #thinkppc Data Segmentation
  19. 19. #thinkppc Data Segmentation
  20. 20. #thinkppc Data Segmentation
  21. 21. #thinkppc Data Segmentation Why Is Data Segmentation So Important? ● Source of Opportunities & Issues ● Provide Clarity & Direction ● Planning Epic Insight: The Devil is in the Details!
  22. 22. #thinkppc Key Takeaways
  23. 23. #thinkppc Key Takeaways Analysis vs. Implementation
  24. 24. #thinkppc Key Takeaways Key Takeaways Result in Actions.
  25. 25. #thinkppc Key Takeaways Why Are Key Takeaways So Important? ● Justifies the time spent on analysis. ● Simplifies tons of data. ● An example is an “epic insight”. Epic Insight: Always have clear actionable insights!
  26. 26. #thinkppc Account Management Scheduling
  27. 27. #thinkppc Account Management Scheduling
  28. 28. #thinkppc Account Management Scheduling Why Is Scheduling So Important? ● Organization & Direction ● Keep Account Performance on Track ● Resource Allocation Epic Insight: Have a Solid Plan & Execute it Quickly!
  29. 29. #thinkppc Account Structure
  30. 30. #thinkppc Account Structure Affects Everything Bids & Budgeting Geographical Targeting Keyword to Ad Relevance = Quality Score
  31. 31. #thinkppc Tons of Ways to Structure Your Account 1. Campaign Segmented by geographic region 2. Campaign Level: Segment by match type 3. Ad Group Level: Segment by match type 4. Tiered bidding structure 5. Segmenting by top products 6. SKAGs (Single Keyword Ad Groups)
  32. 32. #thinkppc Bidding Strategies Case Study Example: Restructure Segmented By Match Type (Ad Group Level) Goal: Decrease cost-per-conversion.
  33. 33. #thinkppc Account Structure Why Is Account Structure So Important? ● Ad to keyword relevance ● Better quality scores ● Budget allocation Epic Insight: Be organized and performance will follow.
  34. 34. #thinkppc Live Poll Question #3 #3 – What is your favorite account structure? #thinkppc a) Segment By Match Type - Ad Group Level b) Segment By Match Type - Campaign Level c) Tiered Bidding Structure d) Top Performers Campaign
  35. 35. #thinkppc Automation
  36. 36. #thinkppc Automation
  37. 37. #thinkppc Automation
  38. 38. #thinkppc Automation
  39. 39. #thinkppc Automation Why Is Automation So Important? ● Free Up Valuable Time ● Focus on Strategy ● Work on ‘Big Ideas’ Epic Insight: Reduce Grunt Work To Focus on ‘Move the Needle’ Initiatives!
  40. 40. #thinkppc Bidding Strategies
  41. 41. #thinkppc Tons of Bidding Strategies Available To Use Automated Rules & Scripts
  42. 42. #thinkppc Tons of Bidding Strategies Available To Use CPA Bidding
  43. 43. #thinkppc Tons of Bidding Strategies Available To Use Manual Bid Changes
  44. 44. #thinkppc Tons of Bidding Strategies Available To Use Bidding by ROAS
  45. 45. #thinkppc Bidding Strategies Things to Consider When Deciding a Bidding Strategy: ● eCommerce vs. Lead Generation ● Goal - Volume, CPL, ROAS ● Account Consistency ● Conversion Volume
  46. 46. #thinkppc Bidding Strategies Case Study Example: Bidding for Volume with CPA Bidding CPA Bidding Turned On Beginning of January. Goal: Increase spend and conversion volume ● High Conversion Volume ● Lead Generation
  47. 47. #thinkppc Bidding Strategies Why Are Bidding Strategies So Important? ● Bidding = money that will be spent. ● Strategy = well-thought out spending. Epic Insight:Be smart with how, where and what you bid!
  48. 48. #thinkppc Testing
  49. 49. #thinkppc Testing Why Is Testing So Important? ● Force Innovation ● Learning & Insights ● Validate Ideas Epic Insight: Test Small-Go Big!
  50. 50. #thinkppc Quality Over Quantity
  51. 51. #thinkppc Quality Over Quantity 1.Lead Generation Campaigns 2.CRM System 3.Some Excel
  52. 52. #thinkppc ROAS vs CPL in Lead Generation Accounts Here are the key takeaways from this set of data: ● Allocate more budget to Campaign 3 & 4. ● Goal: Increase conversion volume for the same amount of spend. ● Result: Decrease in CPL
  53. 53. #thinkppc ● Campaign 4 has a really low ROAS. ● Low ROAS = Poor Lead Quality ROAS vs CPL in Lead Generation Accounts
  54. 54. #thinkppc Lead Quality Why Is Lead Quality So Important? ● More important to a business ● Results in smart decisions Epic Insight:Lead volume without quality means nothing.
  55. 55. #thinkppc PPC Retainers Need some assistance for your PPC? We offer on-going and one-time retainers. Learn More: http://www.hanapinmarketing.com/ppc-retainers/
  56. 56. #thinkppc Live Q&A Time!
  57. 57. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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