Strategic Metrics: What Matters in Digital Marketing (and what doesn't)

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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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Have more questions?

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