In this presentation, Shape CEO Jon Davis and Hanapin Director of Services Jeff Baum will share their expert advice about how you can perfect your 2018 budget strategy to achieve optimal ROI in the new year.

1. 1
www.dublindesign.com
PPC Budgets:
Pass Go into 2018 and
Collect Optimal ROI
HOSTED BY:

2. Presenters
• Jon Davis
– CEO of Shape
– @jdavis23
– www.linkedin.com/in/jondavis23
• Jeff Baum
– Director of Services at Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71

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

5. ● PPC budget management software
designed to help digital marketers automate
manual budgeting workflows
● Our Mission: Provide agencies with powerful
tools to control PPC spend so marketers have
more time to focus on high-impact
optimizations.
● Integrated with Google AdWords, Bing
AdCenter, Facebook Ads, and LinkedIn Ads
● Manage one client free
● Find us at Shape.ioHeadquartered in Bend, Oregon since 2015
Who is Shape?

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

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 3 years
B. 3-5 years
C. 5-10 years
D. 10-15 years
E. 15+

8. Budgeting &
Strategy. A
Perfect Fit.

9. Budgeting: The Big Concept

10. Budgets: Establishing Program Goals

11. Budgets: Establishing Priorities

12. Budgeting: Account Strategy

13. Budgets: Making Strategy Operational
● Assess Situation
● Create Policy
● Action Plan
● Funding

14. Budgetings Place Within Overall Strategy

15. Building Budgets

16. The Budget Building Process
● Performance
● Competitive Advantage
● Seasonality
● Attribution
● Allocation: PPC & Cross Channel

17. My Budget Allocation Philosophy

18. Budget Strategy & Projections

19. Budget Strategy & Projections

20. Budgets in Action: Predict & Adjust

21. Budgeting
Tactics

22. Budgeting Tactics: Ad Scheduling

23. Budgeting Tactics: Micro Geo Targeting

24. Budgeting Tactics: Product Prioritization

25. Budgeting Tactics: Pulse vs. Evergreen
● Evergreen Campaigns: “Always On”. Tried &
True campaigns & channels.
● Pulse Campaigns: Run for specific purposes
such as seasonal campaigns, special promos,
etc.

26. Offers!
A. I’d like Shape’s offer to manage a client for free
B. I’d like to stay up-to-date on Hanapin’s all-PPC
conference, Hero Conf.
C. I’d like both!
D. No, thanks.

27. Live Q&A Time!

28. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Shape Directly: jon@shape.io
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf