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Strategic Metrics: What Matters in Digital Marketing (and what doesn't)


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Join us as we discuss strategic metrics for digital advertising. Learn what you should and should not focus on when analyzing your data.

Published in: Marketing, Technology, Business
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Strategic Metrics: What Matters in Digital Marketing (and what doesn't)

  1. 1. Webinar #ThinkPPC Exchange Strategic Metrics: What Matters and What doesn’t #thinkppc
  2. 2. Presenters • Kayla Kurtz – Senior DigitalAdvisorat Hanapin – Blogger at PPC Hero – @one800kayla • Jeff Baum – Senior Account Manager at Hanapin – Blogger at PPC Hero – @jeffbaum71 #thinkppc
  3. 3. The Topic Strategic Metrics: What Matters and What doesn’t #thinkppc
  4. 4. Join the conversation • Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions. #thinkppc
  5. 5. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #thinkppc
  6. 6. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #thinkppc
  7. 7. Metrics: Discussion Point 1 Is Quality Score really so important? How can this metric be used to shape account strategy? #thinkppc
  8. 8. Metrics: Discussion Point 2 Why is it so important to focus on Cost-PerLead or Cost-Per-Acquisition metrics? When do you need to measure beyond CPL/CPA? #thinkppc
  9. 9. Metrics: Discussion Point3 Why is Impression Share so important? Is Impression Share really a strategic metric? #thinkppc
  10. 10. Metrics: Discussion Point4 How often should average CPC or average position be included in top-reported metrics? #thinkppc
  11. 11. Metrics: Discussion Point5 How valuable is the View Through Conversion metric? Are there any useful takeaways from this metric? #thinkppc
  12. 12. Metrics: Discussion Point6 How do you know when it's time to shift your metric focus or strategy? #thinkppc
  13. 13. Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in ad spend). #thinkppc
  14. 14. Live Q&A Time! #thinkppc
  15. 15. Have more questions? Thank you for attending our #thinkppc webinar! • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): • Or Contact us Directly: • Webinar Feedback: #thinkppc