strategic metrics: what matters in digital marketing (and what doesn't)
DESCRIPTION
Join us as we discuss strategic metrics for digital advertising. Learn what you should and should not focus on when analyzing your data.TRANSCRIPT
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#ThinkPPC ExchangeStrategic Metrics: What Matters and What doesn’t
Webinar
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Presenters
• Kayla Kurtz– Senior Digital Advisor at Hanapin– Blogger at PPC Hero– @one800kayla
• Jeff Baum– Senior Account Manager at Hanapin– Blogger at PPC Hero– @jeffbaum71
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The Topic
Strategic Metrics:What Matters and What doesn’t
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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?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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Metrics: Discussion Point 1
Is Quality Score really so important? How can this metric be
used to shape account strategy?
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Metrics: Discussion Point 2
Why is it so important to focus on Cost-Per-Lead or Cost-Per-Acquisition metrics?
When do you need to measure beyond CPL/CPA?
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Metrics: Discussion Point 3
Why is Impression Share so important? Is Impression Share
really a strategic metric?
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Metrics: Discussion Point 4
How often should average CPC or average position be included in top-reported metrics?
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Metrics: Discussion Point 5
How valuable is the View Through Conversion metric? Are there any
useful takeaways from this metric?
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Metrics: Discussion Point 6
How do you know when it's time to shift your metric focus
or strategy?
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Live Q&A Time!
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