The question, “What’s going on?” may sound a bit familiar to you. Have you been hearing it during every meeting with your CMO? While it is the main question on their mind, it may cause an internal battle in your mind. Do you tell him or her every detail of the reporting you’ve been dealing with this month, or just the shallow overview? In this presentation, Hanapin’s own President Jeff Allen shares his experience on leadership, and gives you tips on how to explain valuable insights to your C-level executive. Associate Director of Services Carrie Albright also discusses the questions she’s heard from clients and their CMOs and the ways she has found to successfully answer the inevitable question of “What’s going on?”.

1. #thinkppc
&
Successfully Explain
“What’s Going On” to your
CMO in 10 Minutes
HOSTED BY:

2. Presenters
• Jeff Allen
– President at Hanapin Marketing
– @JeffAllenUT
• Carrie Albright
– Associate Director of Services at Hanapin
Marketing
– PPC Hero Blogger
– @Albright_C

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. Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

6. 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

7. #thinkppc
What’s going on here?

8. Who Are You Talking To
Understand how the
person you are
speaking to likes to be
communicated with.

9. What You Present
When starting a
meeting, or being
handed a report, it
often feels like jumping
on a running treadmill.

10. What you present
Status updates full of
data and to-do lists
are overwhelming.
Focus on what’s
working and why;
and what’s broken
with a plan to fix it.

11. What You Present - Manager
Profit volume continues to increase from allocating more
budget to widgets a, b and c (even though CPA is higher and
AOV is lower, profitability is higher). We’re at max impression
share and budget share now.
What’s not working is new competitors are bidding on brand
terms driving up brand CPC’s by 50%. We adding new
promotions and “official store” to ad extensions, plus testing
lowering bids to see if we lose avg position.
In the last week we concluded a round of ad testing. The
control won with a IUC of 300 compared to 400 for the test.
We also concluded a CRO test, the new variation won by
30%, more details attached in the Weekly CRO Report.
This week we’re working on the campaigns for the new
product widget t, launching the next round of ad tests,
updating extensions with this week’s promotions….
YTD 2017 YTD 2016 Delta
Sales 1,500 1,200 +25%
CPA $50 $45 +11%
CPC $1.5 $1.3 +15%
Non-Brand CPC $3.25 $3.00 +8%
Cost $75,000 $54,000 +39%
Revenue $225,000 $191,100 +18%
Profit $90,000 $57,300 +57%

12. What You Present - CMO
Profit is up $32,700 (57%) as a result of pushing low price but high profit margin products. Current
top sellers are widget a, b and c. Last year they were widget x, y, z. Performance is sustainable,
but we’re currently getting as many of the clicks as possible for our top sellers so not likely to find
additional profit gains, there. To find more growth, we are launching campaigns for new products.
YTD 2017 YTD 2016 Delta
Sales 1,500 1,200 +25%
Cost $75,000 $54,000 +39%
Revenue $225,000 $191,100 +18%
Profit $90,000 $57,300 +57%

13. How You Say It
Themes that benefit your
conversation:
• Product or platform of greatest success
• Low performing content that impacts larger
business choices
• Industry and business trends we’re seeing
• Opportunities that tie into our overarching
objective
Themes that complicate it:
• Short term performance highlights
• Details on how a feature works
• Requesting overly specific feedback

14. What Are You Asking?
Examples of Bad Questions
● I sent you a report on performance by geography, what questions do you
have?
● Do you want us to launch a new campaign based on that new product?
● Competitors are driving up CPC’s, you OK if we bid higher?
● We are limited by budget, can we have more budget?
● Do you want me to do anything with that competitor list you sent over?

15. What Are You Asking?
Open ended questions for the C-level:
● Outside increasing profit, would could we do to create the most value for
you?
● What’s your most important initiative over the next 3-6 months?
● Can you walk me through your goal setting process?
● How are your non-PPC channels doing? What’s working there?
● I noticed your competitors just merged, what do you think the impact will
be?
● What do you see that we’re not seeing or what are you saying that we’re
not hearing?

16. How You Frame It

17. How You Frame It

18. How You Frame It

19. What Should They Worry About, Then?
Understand the
business, the
industry, and the
goals well enough
to say what C-
level should be
worried about.

20. Offers!
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!

21. Live Q&A Time!

22. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Us Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf