Why We Report: Turn Reporting Into Action


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Reporting. As digital marketers, we know we have to pull reports and make sure goals are being met. It makes our clients happy, it makes our bosses happy. It’s easy to fall down the rabbit hole of metrics and analytics…before you know it, 2 hours have flown by and you don’t remember why you logged on in the first place.

We know its an essential function in the PPC world, but why do we spend so much time on reports when its such a time sink for us? And even more importantly, how can I turn the reports into action?

In the recording, Hanapin digital advertising experts plunge into the core of why we report and discuss best practices and personal lessons on how to turn your reporting into actionable items to increase success for your and your client’s accounts.

You’ll get expert-level PPC tips like:

*How to identify the important facts from report metrics and use it to increase performance

*Examples of ‘average’ reports

*How to turn changes in performance into successful account strategies

Start using your reporting more successfully and efficiently today!

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Why We Report: Turn Reporting Into Action

  1. 1. #thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: Why We Report: Turn Reporting Into Action HOSTED BY:
  2. 2. #thinkppc 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
  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 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
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  6. 6. #thinkppc Agenda • State of Reporting • What changed? • Where did the change occur? • Why did it happen? Prove it! • Building a strategy from the findings • Reporting Samples
  7. 7. #thinkppc What is your current process? Is it effective? State of your PPC Reporting
  8. 8. #thinkppc Initial Questions: • How often are you logging in to your campaigns? • How often are you making optimizations? • How often are you pulling reports and doing projections? • Executive Summary – Do you have it? • Clearly defined goals – Do you have them? Now let’s discuss some of the pros and cons to the different frequencies of reporting…
  9. 9. #thinkppc Daily Reporting Pros: o Very in-tune with the performance patterns within the account o Notice any problems before they have a chance to get too big Cons: o May not give tests and optimizations a chance to perform before making changes o Could lose sight of the ‘big picture’
  10. 10. #thinkppc Weekly Reporting Pros: o There is a decent amount of time in between analysis to allow for results to represent the ebbs and flows of the week o It is not too long to miss an issue with tracking or landing pages Cons: o Depending on your industry, there may be a lag in conversions that is more than 7 days, so the data may not have time to settle o If you are launching new campaigns for landing pages, you may want to look into the account more frequently
  11. 11. #thinkppc Monthly Reporting Pros: o Lots of data to inform optimizations and next steps o Requires less time if you do not have the bandwidth to have more frequent calls Cons: o Lots of information and to cover to during calls o Without more frequent analysis, performance changes may not be caught until it is too late to get ahead of inefficient spending or loss of tracking data
  12. 12. #thinkppc Recommendation Weekly reporting as a default, with the understanding that certain events warrant more frequent analysis. These situations could include: • New launches • Site changes/redesigns • Changes in conversion path/counting
  13. 13. #thinkppc How often do you review the performance of your PPC campaigns? #thinkppc A. Daily B. Weekly C. Monthly Live Poll Question #3
  14. 14. #thinkppc What is the data telling you? What Changed?
  15. 15. #thinkppc Did performance go up or down? In order to be sure you are looking at the data as accurate depictions of the health of the account, you will need to make sure you have clearly defined goals. UP: Where is the improvement coming from? How can this be maximized and(or) applied to other campaigns? Down: Where can this change be tracked back to within the account? What needs to change in order to stop this from continuing?
  16. 16. #thinkppc Where did the change occur? Identify within the account where the change occurred: Including a ‘compare’ option can be done very easily within AdWords as well as almost all other engines/third party reporting systems. Enabling the compare feature allows you to see one time period vs. another.
  17. 17. #thinkppc Focus on what has changed Click the plus next to the metric that most accurately represents your goals to reveal the before & after data.
  18. 18. #thinkppc Why did the change occur?
  19. 19. #thinkppc Why did the change occur? A great place to start is the front-end metrics that are readily available to rule out any obvious changes. • Impressions – If this has changed, this could be indicative of seasonality, awareness or changes in share of voice. Share of voice can change due to spend or targeting. • CTR % – If this has changed, it could mean there was a change in ad copy or position. • Conversion Rate % - • If this metric has changed there is likely the actual site that has changed. If you are doing conversion rate optimization then revisit those tests. If you are not running any tests, confirm that all pages are loading accurately. • Changes here could also be due to a change in the actions being counted as conversions.
  20. 20. #thinkppc Why did it Change? Prove it!
  21. 21. #thinkppc Why did this occur? Prove it! Now that you understand what has changed within the metrics, you will need to inquire about the following things in order to prove your hypothesis: • Quality score change • Competition • Testing • Conversion counting • Better targeting – match type, geo, day • Bid optimizations • Negative keywords and match type changes
  22. 22. #thinkppc You may need additional information • If another channel is doing a push, this is likely to impact the amount of brand searches happening. Flight calendars should be shared in advance. • Site changes due to other marketing initiatives, like SEO, could have an impact on how paid search is able to convert. These changes should be communicated to all online channels to ensure there won’t be a negative impact. • Seasonality and nuances about the industry should be shared at the beginning of the client-agency relationship • Sometimes changes happen that cannot be explained by the agency or the client. They may require more time to analyze. If the change is consistent, it may require a call with your engine reps or 866 help line, if you do not have a rep.
  23. 23. #thinkppc Let’s take a look at REPORTING…
  24. 24. #thinkppc What? Week over week conversions dropped 9%
  25. 25. #thinkppc Where? Brand campaigns had the highest numbers of conversions drop, but two other campaigns were down as well.
  26. 26. #thinkppc Why? Strategy: Check auction insights! • Is there a drop in share of voice? No • Did impressions drop? No • Do we need more time? Yes The Solution: Chill (Looks like natural ebb and flow of the account and its too short of a time frame to get any really meaningful data.)
  27. 27. #thinkppc What? This looks ok, right? We are trending above budget and below conversion goal with a CPL that is $13.31 above goal.
  28. 28. #thinkppc Where? 1. Client wanted to increase budget. 2. Increase budget was applied to campaigns with lower budget – to determined if there was missed opportunity? 3. These campaigns were the first place we looked to analyze what was happening. Added Spend Additional Conv. CPA on Added
  29. 29. #thinkppc Why? • Topics campaign - Optimizing through placement audits, bid changes and budget management but should pause all together • Other campaigns – is the increase spend worth extra money? • Either adjust goals, pull back spend on the highest of CPA campaigns or accept it The Solution: It depends
  30. 30. #thinkppc What? ROAS isn’t as robust as last year…
  31. 31. #thinkppc Where? Branded Revenue Transactions Looking in Analytics: There were also a handful of other campaigns that had lower revenue YoY, but not to the degree of branded. 2014 2013 Difference
  32. 32. #thinkppc Why? • Did impressions go down? Yes • Specific to Brand – Difference in brand awareness? Seemed to be • What is different on the client’s side? – Found out FSI weren’t used this year but were last year – Decrease in Brand awareness The Solution: Increase spend on keywords that are bringing in conversions to increase traffic with a higher likelihood to convert. Restructure other campaigns that needed improvement with a focus on top performing keywords.
  33. 33. #thinkppc Bonus slide…
  34. 34. #thinkppc What? Transactions are somewhat flat over time – how can we get more volume?
  35. 35. #thinkppc Where? Are you limited by budget? Yes but per Analytics, we aren’t profitable. How is average position? Not bad QS? If enough history you can use HeroPro QS tracker. Most of the campaign’s are within 90 days.
  36. 36. #thinkppc Why? • Try Dynamic search ads • Bing PLAs • Remarketing As more data is made available over time, optimization can be made based on top performing keywords (high converting/low cost). Solution:
  37. 37. #thinkppc Key Takeaways - 1. Look at your reports - Results 2. What changed? 3. Build a strategy from the findings - Actions
  38. 38. #thinkppc 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).
  39. 39. #thinkppc Live Q&A Time!
  40. 40. #thinkppc 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): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com