In this presentation, Hanapin’s Jeff Baum and Optmyzr’s Frederick Vallaeys will show you how to formulate the perfect business story for your C-suite, and how to explain the vital need for PPC success in your company.

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&HOSTED BY:
Using Data to Create a
Killer Business Story
for Your C-Suite

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Presenters
• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum
– Director of Services at Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71

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Who is Hanapin?
– 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.

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Our Clients

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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How To Frustrate Your Stakeholders

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How To Frustrate Your Stakeholders

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Why Is This Frustrating?
● No context.
● Not actionable.
● No institutional knowledge gained.

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Creating a Compelling Business Story

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Why Tell a Business Story?
● Keeps people engaged
● Provides context
● Reduces complexity

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What’s More Compelling?
“Last month your account had 1,000 clicks and 10 conversions”
Or
“Last month we learned that only 30% of conversions came from desktop and
70% came through mobile, this signals a distinct market shift towards mobile and
we’ll need to adjust our strategy to capitalize on this”.

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Tactics For Telling a Compelling Story
● C-Suite
● Managers/Directors
● Specialists

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Tactics For Telling a Compelling Story
● Emotional Connection

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Tactics For Telling a Compelling Story
● Does stakeholder have confidence in you?
● Does stakeholder feel you understand their needs?
● Does stakeholder believe you have the right solution
to their problem?

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Tactics For Telling a Compelling Story
● Most important takeaway
(A-ha moment) first
● How/why it happened
● Key learning
● Next steps

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Telling A Compelling Business Story- Case Study

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Telling A Compelling Business Story- Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business Story
Breakdown Performance By Type
● Brand vs. non brand
● Device
● Time of day
● Attribution

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Visualize Device Level Performance

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The Paradox of Reporting
1% of reports
that are sent
are opened

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The Paradox of Reporting
When a client is unhappy with performance, they think they’ve become a PPC Hero overnight

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MCC Data

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MCC Story

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Performance Data
Show same data in different visualizations

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Performance Story

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Performance Story

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Geo Data
Heatmaps

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The Geo Story: Cost

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Geo Story: Expensive CPA

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Search Queries

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Query Word Cloud

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Scripts Automate Data Fetch
AW Scripts are pieces
of JavaScript code
that can automate
tasks in AdWords on a
predefined schedule.

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Anyone Can Use Scripts

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Fetch Reports Automatically
There are 44 different reports available from the Ads API
Save reports to your computer automatically

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Automatic Visualizations
• Performance by
keyword match
type
• Performance by
length of the query

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Populate Dashboard Data
• Push data into dashboard widgets, e.g. Cyfe.com

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Aggregate Data
Get all anomaly alerts in one place
V
S

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Automate Insights
Prediction API can find correlations automatically

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Automating Reports
1. Schedule a report with Optmyzr
2. Schedule a visualization with AdWords Reports

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Google Analytics
Dashboards in
Google Analytics
can be scheduled

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Telling A Compelling Business Story

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Telling A Compelling Business Story
Making Key Learning’s Effective
● Can they be translated to into action?
● Do they inform strategic or tactical decision making?
● Is the organization smarter?

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Telling A Compelling Business Story- Explaining Next Steps
● Derive next steps directly from segmented performance
and key learning’s.
● Provide expected outcomes.
● Provide preliminary timelines for completion.

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Offers!
A. Get a free trial of Optmyzr
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Optmyzr Feedback: support@optmyzr.com