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Using Data to Create a Killer Business Story For Your C-Suite

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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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Using Data to Create a Killer Business Story For Your C-Suite

  1. 1. #thinkppc &HOSTED BY: Using Data to Create a Killer Business Story for Your C-Suite
  2. 2. #thinkppc Presenters • Frederick Vallaeys – Founder of Optmyzr – PPC Hero Blogger – @siliconvallaeys • Jeff Baum – Director of Services at Hanapin Marketing – PPC Hero Blogger – @jeffbaum71
  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 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.
  5. 5. #thinkppc Our Clients
  6. 6. #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
  7. 7. #thinkppc How To Frustrate Your Stakeholders
  8. 8. #thinkppc How To Frustrate Your Stakeholders
  9. 9. #thinkppc Why Is This Frustrating? ● No context. ● Not actionable. ● No institutional knowledge gained.
  10. 10. #thinkppc Creating a Compelling Business Story
  11. 11. #thinkppc Why Tell a Business Story? ● Keeps people engaged ● Provides context ● Reduces complexity
  12. 12. #thinkppc 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”.
  13. 13. #thinkppc Tactics For Telling a Compelling Story ● C-Suite ● Managers/Directors ● Specialists
  14. 14. #thinkppc Tactics For Telling a Compelling Story ● Emotional Connection
  15. 15. #thinkppc 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?
  16. 16. #thinkppc Tactics For Telling a Compelling Story ● Most important takeaway (A-ha moment) first ● How/why it happened ● Key learning ● Next steps
  17. 17. #thinkppc Telling A Compelling Business Story- Case Study
  18. 18. #thinkppc Telling A Compelling Business Story- Case Study
  19. 19. #thinkppc Telling A Compelling Business Story-Case Study
  20. 20. #thinkppc Telling A Compelling Business Story-Case Study
  21. 21. #thinkppc Telling A Compelling Business Story-Case Study
  22. 22. #thinkppc Telling A Compelling Business Story Breakdown Performance By Type ● Brand vs. non brand ● Device ● Time of day ● Attribution
  23. 23. #thinkppc Visualize Device Level Performance
  24. 24. #thinkppc The Paradox of Reporting 1% of reports that are sent are opened
  25. 25. #thinkppc The Paradox of Reporting When a client is unhappy with performance, they think they’ve become a PPC Hero overnight
  26. 26. #thinkppc MCC Data
  27. 27. #thinkppc MCC Story
  28. 28. #thinkppc Performance Data Show same data in different visualizations
  29. 29. #thinkppc Performance Story
  30. 30. #thinkppc Performance Story
  31. 31. #thinkppc Geo Data Heatmaps
  32. 32. #thinkppc The Geo Story: Cost
  33. 33. #thinkppc Geo Story: Expensive CPA
  34. 34. #thinkppc Search Queries
  35. 35. #thinkppc Query Word Cloud
  36. 36. #thinkppc Scripts Automate Data Fetch AW Scripts are pieces of JavaScript code that can automate tasks in AdWords on a predefined schedule.
  37. 37. #thinkppc Anyone Can Use Scripts
  38. 38. #thinkppc Fetch Reports Automatically There are 44 different reports available from the Ads API Save reports to your computer automatically
  39. 39. #thinkppc Automatic Visualizations • Performance by keyword match type • Performance by length of the query
  40. 40. #thinkppc Populate Dashboard Data • Push data into dashboard widgets, e.g. Cyfe.com
  41. 41. #thinkppc Aggregate Data Get all anomaly alerts in one place V S
  42. 42. #thinkppc Automate Insights Prediction API can find correlations automatically
  43. 43. #thinkppc Automating Reports 1. Schedule a report with Optmyzr 2. Schedule a visualization with AdWords Reports
  44. 44. #thinkppc Google Analytics Dashboards in Google Analytics can be scheduled
  45. 45. #thinkppc Telling A Compelling Business Story
  46. 46. #thinkppc 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?
  47. 47. #thinkppc 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.
  48. 48. #thinkppc 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!
  49. 49. #thinkppc Live Q&A Time!
  50. 50. #thinkppc Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com Optmyzr Feedback: support@optmyzr.com

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