Reporting. It's the Yin and Yang of the PPC world. On the one hand, we love it. Running AdWords and other analytics reports can tell us how we're doing, whether we're succeeding or staying flat, and what we should focus on, in nine different ways. On the other hand, it's time-consuming, it doesn't actually produce results in and of itself, and it gives our client or boss nine different ways to say "do better." Luckily, there are plenty of ways to optimize your reporting to get better, faster results without going crazy. Join experts from Hanapin Marketing as they detail best practices and personal lessons learned for how to create dynamite, actionable reports. You'll get expert-level PPC tips like: Which of the most common reporting tactics actually hide performance in other ways? How can you take the end result (conversions) and work backwards to discover how to get more of them? What are the things that should always be measured, but almost never are? Reclaim your time (and maybe your sanity) -- learn how to increase efficiency from the pros!

1. z
HOSTED BY:
The Art of Transparency
Better Reporting for Better Results
#thinkppc

2. Presenters
• Kristine Hyman
– Client Manager at Hanapin Marketing
– Has facilitated client relationships for 20 years
– @ankamom
• Hayley Cummings
– Associate Director of Paid Search at Hanapin
Marketing
– Has been in paid search for 6 years
– @
#thinkppc

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

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

5. Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a)
b)
c)
d)
I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.
#thinkppc

6. Know Your Audience
Before you begin to prepare the reporting ask yourself, “Who am I delivering this
information to?” and “What information do they expect and need?”.
Are you an advertiser?
• Presenting to:
o Marketing team
o CEO/President
o Investors
Are you an agency?
OR
• Presenting to:
o PPC contact
o Marketing contact
o CEO/President
#thinkppc

7. Know you Consumer
Make sure you understand the what drives the business. This means understanding the
consumer’s purchase journey.
Be there when they
search!
Active
Evaluation
How are new
consumers entering
the market?
Moment of
Purchase
Stimulus
Prioritize purchase
keywords/ Optimize
Landing Page.
How do we capitalize
on a positive
experience?
Post-purchase
Experience
#thinkppc

8. Know you Business
Make sure you understand the business model. This means understanding the and pathway
to conversion, both on and off-line.
#thinkppc

9. Know you Business
• What are some of the steps that a consumer would
take on the website prior to the final conversion?
o EX: Free Sample Downloads, Form Fills, White
Paper Download, etc.
• Understand the conversion rates between the
various steps.
o If you are unable to optimize based on the last
step in the process, this will allow you to
understand what is needed at the earlier stages
to achieve the desired end result.
• Is it possible to track every step of the process
online?
o If not, how do we attribute conversions back to
their source?
#thinkppc

10. Know where you stand
PPC is fast moving. New competitors can enter the space and completely change the ability
to maintain performance from previous months. Knowing where you stand and what is
causing a shift in performance can help inform strategy.
#thinkppc

11. Know where you stand
• Take advantage of free tools online
o EX: AdWords Auction Insights, SEM Rush
• Keep an eye on your CPCs
o If your cost per click has suddenly
increased or your position has
fallen, there is a chance someone else
has taken your spot
• Be prepared to apply this information to your weekly/monthly
reporting to add context
o Explaining the ‘why’ is necessary when building insights
#thinkppc

12. Live Poll Question #3
How often do you monitor what your competitors are
doing in PPC?
#thinkppc
a)
b)
c)
d)
Weekly
Monthly
Quarterly
I am not currently doing this
#thinkppc

13. Show Me The Money!
In order to improve performance you need to understand the ‘big picture’. What metrics are
needed in order to inform optimizations that will most effectively increase revenue?
#thinkppc

14. What is REALLY important?
• Find out how urgent the need is. Ask yourself or the client: “What is the
goal based on? Breaking even or growing revenue?”
- What metric provides the most accurate measurement of this goal?
• Education: CPL>CPE>CPS (lead>enrollment>start)
Satellite Cable Provider: CPL>CPS>CPI
(lead>sale>install)
• What data range should you use for comparison?
Year over Year
Month over Month
#thinkppc

15. Now that you know where your going, how do
you get there?
In order to tie performance back to a PPC keyword or campaign what set up is needed on
the back end?
#thinkppc

16. Understand Where The Data Is And How To Access It
• Are you able to accurately tie conversions to PPC
accounts?
• Where do you pull data from?
• Ex: Call Tracking/CRM tools
• Capabilities/limitations
• How granular can you get?
• What access is needed?
• Do you need access to a secondary reporting system?
#thinkppc

17. Ask yourself, “So what?”
#thinkppc

18. Data is only as valuable as your ability to make
changes based on it
Take-a-way: a key fact, point, or idea to be remembered
Ask yourself 3 questions to build 1 takeaway:
1.
2.
3.
What happened?
Why do we believe it happened?
What are we going to do about it?
#thinkppc

19. #thinkppc

20. Is this a part of your monthly reports?
Reporting should include highly valuable information that speaks to the success or
opportunity within the account.
Yahoo!|Bing = 27%
Google = 73%
#thinkppc

21. Formatting for value = No Wasted Space
• Get to the point! Key Metrics should the first thing you read
o These should be clear and easy to digest
• Trend lines/bar graphs help demonstrate progress
towards or away from goals
o Layering data can help tell a better story.
 Ex: Spend and Conversion, CTR and
Conversion Rate
• Pie Charts help expose areas of opportunity
o Ex: Looking at which state drives the largest
number of leads can help inform a geo-targeting
strategy
#thinkppc

22. …
#thinkppc

23. “Is this reporting useful?”
“No, really……”
Reporting template should be a living, breathing document. The focus can change, so
the reporting should too!
• Set quarterly reminders to revisit the reporting with your clients or team
• Have a open discussion about how the data is being used?
o Is it being used at all?
o Is only a portion being used?
o Do you find that you need the information more or less frequently?
o Is there something that you always need to pull manually that could
be included in the reporting?
o Does the data help drive the PPC strategy for the week?
Where’s
the ROAS?
#thinkppc

24. 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 Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).
#thinkppc

25. Live Q&A Time!
#thinkppc

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