1. GROWING PROFITS
WITH GROWING BUDGETS
WHEN AND HOW TO INCREASE PPC BUDGETS
Presented by:

2. PRESENTER
Jeff Allen
Account Executive
Hanapin Marketing
Jeff.Allen@hanapinmarketing.com
@JeffAllenUT

3. WEBINAR AGENDA
1. Affirm the Business Case
2. Show How You’ll Use it
3. Know Where Your Stand and What Stands in the Way
Affirm – Show – Know (ASK)

4. 1. AFFIRM YOUR BUSINESS
CASE
Understanding Value & Historical Justification
=
Increase Budget Creating More Profits

5. UNDERSTANDING VALUE
Simple goals are great at first, but what the client truly values
will eventually emerge.

6. ALWAYS BE ASKING
QUESTIONS
Prevent awkward, very short,
pitches by understanding value
up front.

7. SIT ON THE SAME SIDE OF
THE TABLE

8. REPORT #1 – IMPRESSION
SHARE

9. IMPRESSION SHARE IN
ADWORDS

10. IMPRESSION SHARE BY
CAMPAIGN

11. REPORT #2 – PAST
BUDGET INCREASES

12. REPORT #3 – “X” VS
BENCHMARKS
33% of all vertical searchers are on mobile devices.

13. 2. SHOW HOW YOU’LL
USE IT
• Be Specific
• Segment
• Justify an Increase Over Reallocation

14. BE SPECIFIC
“You currently capture 15% of available mobile searches
though the 3 mobile campaigns we have. Creating
segmented device specific campaigns for each of your
current campaigns that do not have mobile versions will
increase this to 100%.”

15. SEGMENTING BUDGET
REQUESTS
“To capture all mobile traffic we should dedicate $15,000 per
month for these devices.”
• Don’t Make it All or None
• Be able to Back it Up
Possible Segments
• Increasing What is Already Working
• Display
• Mobile
• 3rdTier

16. EXPLAIN WHY MORE IS NEEDED
VS. BUDGET REALLOCATION
Campaign Type Spend Breakout
Branded 12,000
Non-branded 4,000
Mobile 4,000
Display 6,000
Campaign Type Optimized Spend Breakout
Branded 12,000
Non-branded 9,000
Mobile 4,000
Display 1,000
Campaign Type Ideal Spend Breakout Budget Increase
Branded 12,000
Non-branded 24,000 $15,000
Mobile 4,000
Display 1,000

17. 3. KNOW WHERE YOU
STAND
“You will know…when you are clam, at peace, passive. A Jedi
uses the Force for knowledge and defense, never for attack.”
- Yoda
• Question for Knowing

18. QUESTION UNTIL YOU
KNOW
I don’t know isn’t an answer, it’s a question that hasn’t been
asked.
• Ask for What Can be Decided Today
• Create Deadlines for Future Decisions
• Seek Automatic Budget Increases Based on KPI’s

19. SUMMARY
To increase budgets, and
increase profits just…
Affirm
Show
Know

20. Q&A
Submit your questions to the Organizer via chat. We will
respond to as many questions as time allows and follow up
via email if necessary.

21. HERO CONF 2012
• April 16-17, 2012
• Indianapolis, IN
• Early bird deadline- February 3

22. FEBRUARY WEBINAR!
Ad Writing and Testing- Benefits and Best Practices
Kayla Kurtz
Monday, February 20th, 5-6pm EST
Be sure to check the blog for registration info!

23. THANK YOU!
Please feel free to email me questions:
Jeff.Allen@hanapinmarketing.com
And ask questions through twitter:
@JeffAllenUT