In this PPC Hero Live Summit presentation, get an inside look at how Hanapin experts identify key trends and gaps within clients’ accounts. Sr. Account Analyst, Jacob Fairclough, and Associate Director of Services, Carrie Albright discuss how to locate optimization opportunities and make changes that deliver positive results.

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Advanced Account
Analysis & Optimizations
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Carrie Albright
• Associate Director of
Services
• @Albright_C
Jacob Fairclough
• Senior Account Analyst
• @RealSecretJake

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Benchmarking Past Performance
Competitive Metrics
Google Analytics
AGENDA
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Benchmarking
Past Performance
Keeping On Track To Keep
Up
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• Benchmarking helps you understand where you
are gaining or losing.
• Understanding past trends helps in developing
projections.
Why It Matters
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• Week Over Week
– Have my changes impacted performance?
• Month Over Month
– Is the account moving in the right direction?
• Quarter over Quarter
– Are we hitting goals?
• Year Over Year
– What should we do next year?
What Each Period Means
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• What am I comparing?
– Don’t settle for aggregates, focus on specifics
• Specific Brands, Channels, Match Types, etc
• Search Vs. Display
• Search Vs. Search Partners
• Why does it matter?
– Is the change good or bad?
– Why did it happen?
– How can you respond?
Considerations
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• Performance by day of week
– User behavior varies by day (Weekend vs.
Weekdays)
• Performance by hour of day
– People might search in free time during the morning
but make purchases from home at night
• Avg and Median Performance for any range
– Having a benchmark for a specific period helps know
if something is off
Diving Deeper
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Diving Into Hours and
Days

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Figuring Out Your
Average Day

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“Lin Rodnitzky Aggressiveness Ratio”
• What content is converting?
– How efficient are the “good” keywords?
• Why content fails to convert?
– Which terms have never converted?
– Why does it matter?
– How much are you wasting on non-performing
content?
Keyword Efficiency
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• Total cost / total conversions = Current CPA
• Total cost of keywords with conversions / total
conversions = Actual CPA
“Lin Rodnitzky
Aggressiveness Ratio”
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Current CPA
÷
Actual CPA 1.5-2.0: Nice
healthy mix
2.0-2.5: Excessive
reach happening
2.5+: Waste abounds!
Findings
1.0-1.5: Scaredy cat approach

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• How thorough is your keyword coverage?
• How effectively are you funneling your search
queries?
Cross Pollution
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Step 1: Search query report Step 2: PIVOT!
Steps

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Partial keyword
match:
Clean up negatives
Popular but
Homeless query:
Break out new campaign or
ad group
Repetitive targeting:
Review what segmentation
is in place. Is it working?
Interpreting Your Results
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Welcome
Competitive
Metrics
Keeping up with the competition
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• Launching new campaigns
• Seasonal periods
• Steep performance changes
When to Check
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• Abrupt Changes In your own IS
– Top of Page vs. Other
– Changes In Total IS
– Surging “Above Rates”
• Changes in CPCs
• Volatile Avg. Position
What To Look For
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Evaluating Performance Over
Time

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Spying On Competitors

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• Auction Insights
• Scripts and Custom Templates
Impression Share Tools
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Google
Analytics
Unleashing the Data
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Set GA Alerts
to tell you what
needs to be
investigated.
Check all GA
metrics
everyday.
Alert Yo’self!

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Ex. 1 General Traffic/
Tracking Change
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Ex. 2 Conversion
Change
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Ta-dah!

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Remarket Smarter

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Choosing your Audience
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Ex. 1 Non-Traditional
Visitors
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Ex. 2 “Special Occasion”
Visitors
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Multi-Channel Story
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15% direct click-to-conversion rate?
78% PPC-initiated conversions?
The Paid Journey matters!

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Multi-Channel Story:
The Next Chapter
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Evaluating Past Performance
• Identify and lose budget-wasters
• Identify and expand on new opportunities
Competitive Metrics
• Find your top competition
• Ensure the health of your accounts
Google Analytics
• Keep yourself informed
• Target and interpret your audiences
properly
SUMMARY
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35. #ppcheroliveCarrie Albright | @albright_C
Thanks for joining us!
Jacob Fairclough |
@RealSecretJake