Get quick tips on how to maximize your return on ad spend in paid search with Hanapin Account Manager, Jacob Brown.

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Maximize Your Revenue
in Paid Search
HOSTED BY:

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Presenter
• Jacob Brown
– Account Manager
– Blogger on PPC Hero
– @jakebrownppc

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Quick Agenda
• How well are you currently maximizing your revenue?
• How can you improve and grow revenue while staying
within ROAS goals?
Two Goals of Analysis

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How well are you currently
maximizing revenue?

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Impression Share Reporting
Step 1: Download a keyword list with performance metrics:
Clicks, Impressions, Cost, Conversions, Total Conversion
Value, and Lost IS Due to Rank.

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Impression Share Reporting
Step 2: Add ROAS Data in Raw Data Sheet
Step 3: Show how many impressions have been received
and how many impressions have been missed by using a
formula for missing impressions:
=(Impressions/(1-Search Lost IS Due to Rank))*Seach Lost
IS Due to Rank

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Impression Share Reporting
Step 4: Add filter and sort by your performance metric
Step 5: Based on your goals, label each keyword how you
would want to see statistics. An example of this is to label
keywords: 1000% ROAS and Over, 700-999% ROAS, 500-
699% ROAS, 300-499% ROAS, 100-299% ROAS, Under
100% ROAS

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Impression Share Reporting
Step 6: Create a Pivot Table using these labels to view
what % of impressions have been lost on your top
performing keywords. The formula: lost impressions/
(impressions + lost impressions) will give you a % of
auctions you missed out on for each set of keywords.

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How can you improve and
grow revenue while staying
within ROAS goals?

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Bid Methods From Impression & Performance Data
Make Bid Changes on Keywords with Multiple Sales and Above Your
ROAS Goals. Often I utilize the formula: =(revenue/click)/roas goal.

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Bid Methods From Impression & Performance Data
Try running a similar analysis by Day of Week at campaign
level, and place bid modifiers where there is room for
growth

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Bid Methods From Impression & Performance Data
Do the Same with Hour of Day Data

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Thanks for joining us!
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com