epic ppc insights from hanapin marketing: what we've learned as an agency
TRANSCRIPT
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Epic PPC Insights From Hanapin Marketing: What We’ve Learned As An Agency
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Presenters
• Jeff Baum
– Associate Director of Paid Search at Hanapin Marketing
– Blogger on PPC Hero & Hero Conf Speaker
– @jeffbaum71
• Kristina McLane
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero & Hero Conf Speaker
– @kristinaMcLane
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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 PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work with an agency
d) I’m a consultant
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New Features
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New Features
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New Features
Case Study Example: Display Select
● 25% Less Conversions (Less Traffic)
● 69% Improvement in Cost/Converted Click
● 389% Conv. Rate Increase
Epic Insight: Try New Features & Make Your Own Conclusions!
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Landing Page Testing & CRO
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Landing Page Testing & CRO
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Ultimate CRO Question: Do
you test a brand new page or
should you test small?
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Answer: It depends on the
current landing page.
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Case Study Example: PPC Specific Landing Page
Landing Page Testing & CRO
Original - Conversion Path Length:
Landing Page
Click ‘Contact
Us’ Now
“Contact Us”
Button
Complete the
formClick “Submit”
New Landing Page - Conversion Path Length:
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Landing Page Testing & CRO
Case Study Example: PPC Specific Landing Page
One clear purpose to the page and less steps to
a conversion results in higher conversion rate
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Landing Page Testing & CRO
Case Study Example: Orange Button
Orange Button had a 85.6% increase in conversion rate
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Landing Page Testing
Why Is Landing Page Testing So Important?
● The page is where the conversion happens
● Creates an impact fast.
Epic Insight: Don’t forget your landing pages.
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Data Segmentation
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Data Segmentation
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Data Segmentation
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Data Segmentation
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Data Segmentation
Why Is Data Segmentation So Important?
● Source of Opportunities & Issues
● Provide Clarity & Direction
● Planning
Epic Insight: The Devil is in the Details!
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Key Takeaways
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Key Takeaways
Analysis vs. Implementation
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Key Takeaways
Key Takeaways
Result in Actions.
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Key Takeaways
Why Are Key Takeaways So Important?
● Justifies the time spent on analysis.
● Simplifies tons of data.
● An example is an “epic insight”.
Epic Insight: Always have clear actionable insights!
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Account Management Scheduling
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Account Management Scheduling
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Account Management Scheduling
Why Is Scheduling So Important?
● Organization & Direction
● Keep Account Performance on Track
● Resource Allocation
Epic Insight: Have a Solid Plan & Execute it Quickly!
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Account Structure
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Account Structure Affects Everything
Bids & Budgeting Geographical Targeting
Keyword to Ad Relevance =
Quality Score
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Tons of Ways to Structure Your Account
1. Campaign Segmented by geographic
region
2. Campaign Level: Segment by match type
3. Ad Group Level: Segment by match type
4. Tiered bidding structure
5. Segmenting by top products
6. SKAGs (Single Keyword Ad Groups)
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Bidding Strategies
Case Study Example: Restructure Segmented By Match
Type (Ad Group Level)
Goal: Decrease cost-per-conversion.
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Account Structure
Why Is Account Structure So Important?
● Ad to keyword relevance
● Better quality scores
● Budget allocation
Epic Insight: Be organized and performance will follow.
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Live Poll Question #3
#3 – What is your favorite account structure?
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a) Segment By Match Type - Ad Group Level
b) Segment By Match Type - Campaign Level
c) Tiered Bidding Structure
d) Top Performers Campaign
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Automation
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Automation
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Automation
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Automation
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Automation
Why Is Automation So Important?
● Free Up Valuable Time
● Focus on Strategy
● Work on ‘Big Ideas’
Epic Insight: Reduce Grunt Work To Focus on ‘Move the
Needle’ Initiatives!
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Bidding Strategies
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Tons of Bidding Strategies Available To Use
Automated Rules & Scripts
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Tons of Bidding Strategies Available To Use
CPA Bidding
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Tons of Bidding Strategies Available To Use
Manual Bid Changes
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Tons of Bidding Strategies Available To Use
Bidding by ROAS
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Bidding Strategies
Things to Consider When Deciding a
Bidding Strategy:
● eCommerce vs. Lead Generation
● Goal - Volume, CPL, ROAS
● Account Consistency
● Conversion Volume
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Bidding Strategies
Case Study Example: Bidding for Volume with CPA Bidding
CPA Bidding
Turned On
Beginning of
January.
Goal: Increase spend and conversion volume● High Conversion Volume
● Lead Generation
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Bidding Strategies
Why Are Bidding Strategies So Important?
● Bidding = money that will be spent.
● Strategy = well-thought out spending.
Epic Insight: Be smart with how, where and what you bid!
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Testing
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Testing
Why Is Testing So Important?
● Force Innovation
● Learning & Insights
● Validate Ideas
Epic Insight: Test Small-Go Big!
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Quality Over Quantity
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Quality Over Quantity
1.Lead Generation Campaigns
2.CRM System
3.Some Excel
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ROAS vs CPL in Lead Generation Accounts
Here are the key
takeaways from this
set of data:
● Allocate more
budget to
Campaign 3 & 4.
● Goal: Increase
conversion
volume for the
same amount of
spend.
● Result: Decrease
in CPL
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● Campaign 4 has a really low ROAS.
● Low ROAS = Poor Lead Quality
ROAS vs CPL in Lead Generation Accounts
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Lead Quality
Why Is Lead Quality So Important?
● More important to a business
● Results in smart decisions
Epic Insight: Lead volume without quality means nothing.
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PPC Retainers
Need some assistance for your PPC? We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
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Live Q&A Time!
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