2013 Benchmarks for Your PPC Performance Webinar

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2013 Benchmarks:Grading Your PPC Performance So Far

HOSTED BY:

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Presenters

• Jacob Fairclough– Account Manager at Hanapin Marketing

– Blogger at PPC Hero

• Eric Couch– Senior Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @ecouch11

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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

What’s your favorite new feature to use in 2013?#thinkppc

A. Enhanced Campaigns!B. Remarketing Lists for Search AdsC. Dynamic Display AdsD. Affinity Audiences

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#1: Are You On the Cutting Edge?

• Utilizing 2013’s Newest Tools:– Remarketing Lists for Search Ads– Affinity Audiences– Betas– Dynamic Display Ads– Enhanced Campaigns

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#2: Have You Kept up with Scripts?

• What Are They?– Custom code written and implemented through the AdWords Interface.– Like API-lite

• Where to Find them.– Go to the bulk operations menu and select scripts.

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#2: Have You Kept up with Scripts?

How to use scripts:• Making Changes to an Account– Bid rules.– Pause poor performers

• Reporting– Custom segments and views, pre-formatted.

• Auditing– Keep tabs on metrics and warning signs.

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#3: Have You Missed Opportunities?

• Analyze your YTD and YoY Impression Share data.– Exact Match IS– Lost IS due to budget– Lost IS due to rank

Don’t miss out revenue – know your potential spend and conversion gains!

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#3: Have You Missed Opportunities?

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#3: Have You Missed Opportunities?

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#4 Have You Moved Beyond Google?

• Bing had made many changes and is gaining in their share of the search market.

• Many clients have began to have great success on bing.

• Have you increased your Bing budgets?

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#4 Have You Moved Beyond Google?

Bing’s new features:• Enhanced Change logs

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#4 Have You Moved Beyond Google?

• New Sitelinks and directions extensions.• New Graphs and visualizations

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#4 Have You Moved Beyond Google?

• Better Support for Enhanced Campaigns.• Easy Import Options– From a spreadsheet– Through the editor– Directly through the interface

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#5: Have You Been Disciplined?

• Measure your account activity!– Regularity of bid adjustments?– How fresh is your ad copy?– Do you need to conclude any long-running ad

tests?• Use labels to help your testing efforts!

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#5: Have You Been Disciplined?

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#6: Have You Taken Advantage of AdWords New Features?

• Reviews/Testimonials• Descriptions• Enhanced Sitelinks• New Call Extensions• New filters for ads, campaigns, ad groups, etc.

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#7: Do You Double-check Your Account?

• Self-audit your account – don’t wait for something to be wrong!

• Check your campaign settings.– Budgets, location targeting, device settings,

languages…• Analyze your ad copy.– Misspelled text– Wrong destination URLs

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#7: Do You Double-check Your Account?

• Look at your bid modifiers & performance.– Have they had the desired impact on CPA?– Location, device, time of day modifiers.

• Audit your negative keyword list.– How many Ad Groups have the same negative

keywords? Can they be made in to Campaign negatives?

• Perform a YTD CPA audit.

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• Are you actually measuring your companies bottom line?– Define date ranges to compare.– How is year over year performance?– Use goals to define high priority traffic.• Go beyond CPA, find the leads/products that are worth

the most.

#8: Are You Looking at Meaningful Data?

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#8: Are You Looking at Meaningful Data?

• Do you understand business goals?– When to push, when to pull back.

• Where are you missing opportunities for growth?

• Have you used Google Insights for market trends?

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Live Poll Question #3

What primary metrics do you use to gauge your YTD success?#thinkppc

A. Traffic volume.B. Profit.C. Leads generated.D. Sales volume.E. Two or more of the above.

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#9: How Have You Fared In Enhanced Campaigns?

• How have you adjusted?– Compare your performance pre and post

enhanced campaigns.– Break down your segments, should you be using

the modifiers more actively?– How is traffic distributed, where are you gaining

and where are you losing.– Have you checked in on your automated solutions,

do they still work?

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#10: Are You Working Smarter, Not Harder?

• Have you experimented with automation?– Bid Management Platforms– Conversion Optimizer– AdWords Automated Bidding– AdWords Scripts

• This is not a solution for everyone, but be familiar with the concept!

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Live Q&A Time!

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Need Help? Final Poll #4

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).

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Have more questions?

Thank you for attending Our PPc Benchmarks 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