In this presentation, Hanapin’s Cassie Oumedian and Google’s Julia Meter will provide tips on using AdWords attribution to directionally decide where you should allocate your budget, and how you can use the changing industry to your advantage.

1. 1
www.dublindesign.com
How to Master Attribution
for Easy Budget Planning
HOSTED BY:

2. Presenters
• Julia Meter
– Account Manager at Hanapin Marketing
– @google
Cassie Oumedian
– Associate Director of Services at Hanapin Marketing
– @cass_oumedian

3. – 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.
Who is Hanapin?

4. Our Clients

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Or use the webinar question box
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7. Live Poll Question #1
How long have you been in PPC?
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A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

8. Proprietary + ConfidentialProprietary + Confidential
Driving Growth Through
Measurement & Attribution

9. Proprietary + Confidential
More than half of all web
traffic is now coming from
smartphones and tablets 1
>50%
Proprietary + Confidential
1Google analytics data, US, Q1 2016.

10. Proprietary + ConfidentialProprietary + Confidential
of consumers use their
smartphones to research1
of the ads that consumers
identified as being influential in
making a purchase were viewed
on a mobile device 1
of online adults start an activity
on one device, but continue or
finish it on another 2
79% 60% 75%
Driven by mobile, consumer behavior
has fundamentally changed
Proprietary + Confidential
1 Think with Google, January 2017, Overcoming Mobile Measurement Challenges to Drive Brand Lift and Sales Growth
2 Google/IPSOS Connect, March 2016, Digital Devices Bridge the Physical World, n=2013 US online respondents 18+

11. Proprietary + ConfidentialProprietary + Confidential
Invaluable insights emerge when you use attribution to look
beyond the final touchpoint, at the entire user journey

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Correctly track all
conversions that matter
Measure
Value all touchpoints in the
customer journey by shifting to
non-last-click attribution
Attribute
Use data to drive better
bidding, targeting,
and budget decisions
Act

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LeadsNewsletter
sign-ups
In-store
conversions
Pages
visited
App
downloads
Phone
calls
In-app
purchases
Users
reached
Converted
leads
Cross-device
activity
Videos
played
Online
purchases
Measure

14. Proprietary + ConfidentialProprietary + Confidential
Attribution helps connect the dots of the consumer journey
Sunday AM
“best tropical
vacations”
Wednesday PM
clicked “Paradise
Bay Bahamas”
Friday AM
“Paradise Bay Bahamas
reservation 10/1-10/10”
Tuesday AM
“bed and breakfast
Bahamas”
Friday AM
Booked
reservation!

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The first click initiated the purchasing process...
Sunday AM
“best tropical
vacations”
Wednesday PM
clicked “Paradise
Bay Bahamas”
Friday AM
“Paradise Bay Bahamas
reservation 10/1-10/10”
Tuesday AM
“bed and breakfast
Bahamas”
Friday AM
Booked
reservation!

16. Proprietary + ConfidentialProprietary + Confidential
but the last click was the final
interaction before the purchase...
Sunday AM
“best tropical
vacations”
Wednesday PM
clicked “Paradise
Bay Bahamas”
Friday AM
“Paradise Bay Bahamas
reservation 10/1-10/10”
Friday AM
Booked
reservation!
Tuesday AM
“bed and breakfast
Bahamas”

17. Proprietary + ConfidentialProprietary + Confidential
...and middle clicks connected the two together!
Sunday AM
“best tropical
vacations”
Wednesday PM
clicked “Paradise
Bay Bahamas”
Friday AM
“Paradise Bay Bahamas
reservation 10/1-10/10”
Tuesday AM
“bed and breakfast
Bahamas”
Friday AM
Booked
reservation!

18. Proprietary + ConfidentialProprietary + Confidential
First Click Last ClickTime Decay Linear Position-Based Data-Driven

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Act

20. Proprietary + ConfidentialProprietary + Confidential
Use insights from your non-last-click attribution model
to drive strategic changes in your account
Leverage
Smart Bidding
Smart Bidding
automatically sets optimal
bids based on your
attribution model – no more
manual work!
Expand into
generic keywords
Upper funnel, generic
keywords will now get the
credit they deserve.
Increase
mobile bids
Mobile devices are also
likely to get more credit so
increase your mobile bids
Ensure you are
not constrained
by budget
Be sure your campaigns
have room to grow when you
start generating more
conversions.
Learn more about adjusting
your budgets on the
following slide.

21. Offers!
A. I’d like an emailed copy of Hanapin’s PPC
Playbook for Companies with Multiple Brands
B. No, thanks.

22. Live Q&A Time!

23. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
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