Join Hanapin and Searchforce as they discuss Analytics tactics for PPC!

1. #thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
9 Things You Need To Know About
PPC Analytics

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Presenters
• Miles Olson
– VP of Customer
Engagment at Searchforce
• Rachael Law
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @Law_Rachael

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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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.

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Agenda
● Remarketing
● Attribution Modeling
● Conversion Paths
● eCommerce Tracking
● Conversion Rate by Position
● Conversions
● CPA/ROAS Range
● Conversion Rate Variance
● Budget Cap Fulfillment

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Remarketing
Target users who have already visited your site
In AdWords you have the option of creating audience lists based on visits to specific
pages. Google Analytics provides more robust targeting options
Popular Analytics Audiences Include:
● Session Duration
● Days Since Last Session
● Sessions

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Attribution Modeling
What is it?
How is it different than AdWords?

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Conversion Paths
After you take a look at the Attribution Model
comparison tool, use this report in Analytics to
see which channels users are interacting with
before converting on your site
Segment by Campaign or Source/Medium to get
more details about which campaign, ad group,
or search term was used

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eCommerce Tracking
How much Revenue is PPC generating?
Simply install the eCommerce tracking code on your website. Use revenue data to
optimize your AdWords campaigns

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eCommerce Tracking
Not all campaigns are created equal
● The two campaigns below have an equal number of conversions (transactions in
this case) but total conversion value is much much higher in the one highlighted
in green
● The likely culprit: the products advertised in Campaign 2 are sold at a much
higher cost

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Live Poll Question #3
#3 – How much PPC spend in a month do you
manage?
#thinkppc
a) < $10,000
b) $10,000 - $25,000
c) $25,000 - $50,000
d) $50,000 - $100,000
e) > $100,000

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Conversion Rate by Position
Frequently Made Claim. . .
“We optimize to be in the top three ad positions because
conversion rates are higher in top positions.”
Better check to make sure with the “Keyword Positions” report in
Google Analytics.

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Conversion Rate by Position
After ensuring that there was a statistically significant amount of click data
at each position, this keyword shows that it converts much better in side
ad positions.

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Conversions (thought you knew this one?)

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CPA/ROAS Range

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Conversion Rate Variance

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Conversion Rate Variance

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Budget Cap Fulfillment

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Budget Cap Fulfillment

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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 Account Analysis: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free account analysis from Hanapin Marketing (for
accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/account-analysis/
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com