Join Hanapin Marketing experts Eric Couch and Jacob Fairclough as they provide tips and metrics for measuring your PPC performance at the half-year mark. As we enter the final two quarters of the year, things like revenue, return on investment and annual performance come into sharp focus.

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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#thinkppcin 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
What’s your favorite new feature to use in 2013?
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A. Enhanced Campaigns!
B. Remarketing Lists for Search Ads
C. Dynamic Display Ads
D. 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?
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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 OurPPc 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