In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.

1. 1
www.dublindesign.com
Smart Ways to Get
More Marketing Budget
and Better Tools
HOSTED BY:

2. Presenters
• Jeff Sauer
– Founder of Jeffalytics
– @jeffalytics
• Kristin Vick
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @krisvick

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

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

7. #thinkppc
Who wants to
look like a rock
star in 2018?

8. WE ALL DO!

9. OK, Is this Realistic?
Or, are you fighting for budget scraps?

10. #thinkppc
Budgets

11. The Dreaded “B” Word

12. So You...Visit This Guy
Mr. In Charge of Money

13. Then You...Ask Really Nicely
Mr. In Charge of Money

14. Then This Guy Says

15. So you do what you do best
WE CHART!

16. Then This Guy Says

17. And then you...

18. We’ve all been there
You have to stop

19. #thinkppc
Adjust Your Approach

20. What we all want to hear more often

21. What we will cover
What we can learn from
competitive intelligence tools
How to project value of
increased marketing budgets
Using competitive data to build
our own models
Make a compelling argument for
bigger budgets

22. Quick Resource Mention: GA periodic Table

23. #thinkppc
Competitive Intelligence

24. Google Analytics

25. Benchmark Reports

26. Benchmark Reports
Choose Your Industry Vertical

27. Benchmark Reports
Then set your location and website size

28. Benchmark Reports : Start Comparing
Story: Our earned media program is
working

29. Benchmark Reports : Start Comparing
Story: Our email program is way behind

30. Benchmark Reports : Start Comparing
Story: We have no paid media, but others
do

31. Benchmark Reports : Start Comparing
Story: We have a missed mobile
opportunity

32. Benchmark Reports : Start Comparing
Story: We have no paid media, but others
do

33. Second Tool: SimilarWeb Pro

34. SimilarWeb Pro: Industry level
benchmarks

35. SimilarWeb Pro: Traffic source
comparisons

36. Third Tool: Google AdWords

37. AdWords: Search Impression Share

38. AdWords: Competitive Metrics (Auction Insights)

39. Fourth Tool: SEMRush

40. SEMRush : Benchmark

41. SEMRush : Budget Comparison

42. #thinkppc
What About Specific
Competitors?

43. Traffic Comparison
Specific individual website traffic rankings

44. Traffic Comparison: Compare traffic to others

45. Traffic Comparison: Understand Overall Traffic Trends

46. Traffic Comparison: Then Drill Into Traffic Sources

47. Traffic Comparison: Who’s Investing in
Social?

48. Traffic Comparison: What About Display?

49. What is your Audience Interested in?

50. You Should do Mobile Comparisons, Too

51. #thinkppc
What About Spend
Comparisons?

52. SEMRush for Search Spend Estimates

53. Traffic Costs

54. Granular data to compare with AdWords tool

55. Also data from SimilarWeb

56. Make sure to compare with SpyFu as well

57. Check out Moat for display intelligence

58. #thinkppc
What Do We Do
With This Data?

59. Triangulate your data sources

60. Triangulate your data sources

61. Triangulate your data sources

62. #thinkppc
Project Your
Marketing Budget

63. Provide several, well researched options

64. Provide several, well researched options

65. Provide several, well researched options

66. Show low-medium-high expense projections

67. Project revenues for each budget

68. Calculate profit potential

69. Put together a profit model to share

70. #thinkppc
Which Would
You Choose?

71. #thinkppc
Let’s Go Back to
Finance

72. Six Months and 10 calls later…

73. Mo Money - Mo MONEY!
Yo, give us a bigger budget and we will make you $21 Million in profit!

74. This Guy LOVES YOU…

75. You might even get promoted!
PROMOTED

76. #thinkppc
Bonus: Automation Ideas

77. Cyfe Dashboards
Cyfe for Free API based
dashboards

78. All Kinds Of Integrations

79. Simple Cyfe Dashboards

80. Competitive Dashboard With Cyfe

81. Google Alerts

82. Connect Cyfe with other tools using Zapier

83. Zapier Recipes

84. Choose the product you want to integrate

85. Create your own recipe or choose from recommended lists

86. #thinkppc
Next Steps

87. Action Items
Speak the language
of the CFO & CEO
Project Your
Marketing Budget
Back Up Opinions With
Competitive Research
Automation Saves
Time & Research

88. Offers!
A. I’d like to enroll in Jeffalytics’ FREE PPC Mini Course
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.

89. Live Q&A Time!

90. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Jeffalytics Directly: jeff.sauer@digitalmantis.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf