PPC Hacks To Help You Optimise Like A Boss - Search Leeds - Arianne Donoghue
Keeping Your Sanity with PPC Reporting: Hacks for Structure and Analysis
-
Upload
hanapin-marketing -
Category
Marketing
-
view
411 -
download
0
Transcript of Keeping Your Sanity with PPC Reporting: Hacks for Structure and Analysis
#thinkppc
Your Presenters• Alka Du Mont
– Account Manager at Hanapin Marketing– PPC Hero Blogger– @AlkaDuMont
• Robin Driver– Customer Success Manager at NinjaCat– @NinjaCatPPC
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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
#thinkppc
PPC ReportingThe equation for successful reporting is:
Organization, Automation, Personalization
Minus Over Analyzing
= PPC Reporting Sanity
#thinkppc
Agenda➢ How to segment your data
○ Search engine○ Advertising network○ Brand & non brand○ Conversion type
➢ Time frames➢ Declutter➢ BONUS: a “perfect” report
#thinkppc
Before you get started…Answer a few questions:
What actions should this report drive?Who needs this report?What goals need to be met each month?
#thinkppc
For ExampleWho needs this report?
The CMO and Marketing Analyst Team
What actions should this report drive?What ads are driving the most sales and should
we invest more in certain brands? Should we invest more in different platforms?
What metrics are the most important?Revenue and ROAS
What goals need to be met each month?$20K in Revenue per month, 4x ROAS
These answers will help give your report a sense of purpose!
#thinkppc
Deciding Your SegmentsWill you segment your data by
platform?
• Google• Bing• Yahoo• Facebook• Instagram• Snapchat• etc.
#thinkppc
Deciding Your SegmentsWill you segment your data by
advertising network?
• Search • Display
#thinkppc
Deciding Your SegmentWill you segment your data by
conversion type?
• Chat • Phone Calls• Online Purchases
#thinkppc
Final Thoughts about Segmenting
NAMING CONVENTIONSOption 1: Tea TowelsOption 2: TRex Tea Towels_Search_Chicago
LABEL YOUR CAMPAIGNS
So much more detail!
He puts the “tea” in TRex.
After your TRex tea break, label your campaigns
#thinkppc
Time Frame
May, you are a little behind April. What’s up?
The last week of May had revenue below average. This is a good place to start sleuthing.
#thinkppc
Grouping Your Campaigns
Hey yellow service line! You are my rock star this month, let’s get you some more money!
#thinkppc
The “PERFECT” Monthly Report● Campaign performance tables● Top ads and keywords● Device performance● High level analytics???
#thinkppc
Offers!
A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
B. 14 day free NinjaCat trialC. BothD. No Thanks!
#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
NinjaCat Feedback: [email protected]