The Art of Transparency


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Reporting. It's the Yin and Yang of the PPC world. On the one hand, we love it. Running AdWords and other analytics reports can tell us how we're doing, whether we're succeeding or staying flat, and what we should focus on, in nine different ways. On the other hand, it's time-consuming, it doesn't actually produce results in and of itself, and it gives our client or boss nine different ways to say "do better."

Luckily, there are plenty of ways to optimize your reporting to get better, faster results without going crazy. Join experts from Hanapin Marketing as they detail best practices and personal lessons learned for how to create dynamite, actionable reports.

You'll get expert-level PPC tips like:

Which of the most common reporting tactics actually hide performance in other ways?
How can you take the end result (conversions) and work backwards to discover how to get more of them?
What are the things that should always be measured, but almost never are?

Reclaim your time (and maybe your sanity) -- learn how to increase efficiency from the pros!

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  • The Art of Transparency

    1. 1. z HOSTED BY: The Art of Transparency Better Reporting for Better Results #thinkppc
    2. 2. Presenters • Kristine Hyman – Client Manager at Hanapin Marketing – Has facilitated client relationships for 20 years – @ankamom • Hayley Cummings – Associate Director of Paid Search at Hanapin Marketing – Has been in paid search for 6 years – @ #thinkppc
    3. 3. Join the conversation • Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions. #thinkppc
    4. 4. 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
    5. 5. 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
    6. 6. Know Your Audience Before you begin to prepare the reporting ask yourself, “Who am I delivering this information to?” and “What information do they expect and need?”. Are you an advertiser? • Presenting to: o Marketing team o CEO/President o Investors Are you an agency? OR • Presenting to: o PPC contact o Marketing contact o CEO/President #thinkppc
    7. 7. Know you Consumer Make sure you understand the what drives the business. This means understanding the consumer’s purchase journey. Be there when they search! Active Evaluation How are new consumers entering the market? Moment of Purchase Stimulus Prioritize purchase keywords/ Optimize Landing Page. How do we capitalize on a positive experience? Post-purchase Experience #thinkppc
    8. 8. Know you Business Make sure you understand the business model. This means understanding the and pathway to conversion, both on and off-line. #thinkppc
    9. 9. Know you Business • What are some of the steps that a consumer would take on the website prior to the final conversion? o EX: Free Sample Downloads, Form Fills, White Paper Download, etc. • Understand the conversion rates between the various steps. o If you are unable to optimize based on the last step in the process, this will allow you to understand what is needed at the earlier stages to achieve the desired end result. • Is it possible to track every step of the process online? o If not, how do we attribute conversions back to their source? #thinkppc
    10. 10. Know where you stand PPC is fast moving. New competitors can enter the space and completely change the ability to maintain performance from previous months. Knowing where you stand and what is causing a shift in performance can help inform strategy. #thinkppc
    11. 11. Know where you stand • Take advantage of free tools online o EX: AdWords Auction Insights, SEM Rush • Keep an eye on your CPCs o If your cost per click has suddenly increased or your position has fallen, there is a chance someone else has taken your spot • Be prepared to apply this information to your weekly/monthly reporting to add context o Explaining the ‘why’ is necessary when building insights #thinkppc
    12. 12. Live Poll Question #3 How often do you monitor what your competitors are doing in PPC? #thinkppc a) b) c) d) Weekly Monthly Quarterly I am not currently doing this #thinkppc
    13. 13. Show Me The Money! In order to improve performance you need to understand the ‘big picture’. What metrics are needed in order to inform optimizations that will most effectively increase revenue? #thinkppc
    14. 14. What is REALLY important? • Find out how urgent the need is. Ask yourself or the client: “What is the goal based on? Breaking even or growing revenue?” - What metric provides the most accurate measurement of this goal? • Education: CPL>CPE>CPS (lead>enrollment>start) Satellite Cable Provider: CPL>CPS>CPI (lead>sale>install) • What data range should you use for comparison? Year over Year Month over Month #thinkppc
    15. 15. Now that you know where your going, how do you get there? In order to tie performance back to a PPC keyword or campaign what set up is needed on the back end? #thinkppc
    16. 16. Understand Where The Data Is And How To Access It • Are you able to accurately tie conversions to PPC accounts? • Where do you pull data from? • Ex: Call Tracking/CRM tools • Capabilities/limitations • How granular can you get? • What access is needed? • Do you need access to a secondary reporting system? #thinkppc
    17. 17. Ask yourself, “So what?” #thinkppc
    18. 18. Data is only as valuable as your ability to make changes based on it Take-a-way: a key fact, point, or idea to be remembered Ask yourself 3 questions to build 1 takeaway: 1. 2. 3. What happened? Why do we believe it happened? What are we going to do about it? #thinkppc
    19. 19. #thinkppc
    20. 20. Is this a part of your monthly reports? Reporting should include highly valuable information that speaks to the success or opportunity within the account. Yahoo!|Bing = 27% Google = 73% #thinkppc
    21. 21. Formatting for value = No Wasted Space • Get to the point! Key Metrics should the first thing you read o These should be clear and easy to digest • Trend lines/bar graphs help demonstrate progress towards or away from goals o Layering data can help tell a better story.  Ex: Spend and Conversion, CTR and Conversion Rate • Pie Charts help expose areas of opportunity o Ex: Looking at which state drives the largest number of leads can help inform a geo-targeting strategy #thinkppc
    22. 22. … #thinkppc
    23. 23. “Is this reporting useful?” “No, really……” Reporting template should be a living, breathing document. The focus can change, so the reporting should too! • Set quarterly reminders to revisit the reporting with your clients or team • Have a open discussion about how the data is being used? o Is it being used at all? o Is only a portion being used? o Do you find that you need the information more or less frequently? o Is there something that you always need to pull manually that could be included in the reporting? o Does the data help drive the PPC strategy for the week? Where’s the ROAS? #thinkppc
    24. 24. 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 adspend). #thinkppc
    25. 25. Live Q&A Time! #thinkppc
    26. 26. Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): • Or Contact us Directly: • Webinar Feedback: #thinkppc