In this presentation, experts from Hanapin and Acquisio will review the findings from the State of PPC 2017 and discuss tips for budgeting, expanding and identifying problems in your account for the upcoming year.

1. #thinkppc
&
Can You Afford To
Grow In 2017?
HOSTED BY:
&

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Presenters
• Marc Poirier
– Founder and CEO of Acquisio
– @marcpoirier
• Jeff Baum
– Associate Director of Services at Hanapin
Marketing
– PPC Hero Blogger
– @jeffbaum71

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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?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Survey Respondents
● 70% more respondents than 2015.
● More participation in survey from director level &
c-suite.
● More diverse vertical representation.

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Live Poll Question #2
Which of the following verticals spends
the most on PPC?
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A. Home Improvement
B. Technology
C. Services
D. Retail

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Monthly PPC Spend
● Home Improvement, Automotive,
Travel, Publishing highest
spending verticals.
● Technology, Services, Retail,
lowest spending verticals.

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How Advertisers Feel About PPC Market
● Brands & agencies perceive PPC market differently.
● Overall 80% of respondents feel good. 20% of brands feel ‘very good’ vs. 29% for
agencies.
● No agencies felt ‘poor’ about market. 4% of brands felt poor.
*KEY TAKEAWAY: Brands more critical of performance than agencies.

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Live Poll Question #3
Which PPC Channel was found to be the
most effective?
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A. Mobile
B. Social
C. Shopping
D. Text Ads
E. Display Advertising

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The Most Effective PPC Channels
● Most respondents found programmatic either ineffective or are just not using it as a
channel.
● Agencies & brands have split opinions about paid social’s effectiveness.

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Why is Display Considered “Ineffective”
● Attribution models are key
● Caveat: Agencies and vendors have a
lot of incentive to make display “work”
● In many marketers minds, “Display” is
exclusive of “remarketing”, “video”,
“Native” and “FBX”, for many “display”
still refers to old school non-
programmatic

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Social CPC’s & Conversions
● FB CPC rise offset by less competition in other social
channels.
● Less transparency into FB competition.
● Bid automation.

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Why is Social CPC Increasing
● Value of Facebook ads is sometimes
misunderstood and can easily be
overestimated, because of concepts like
view through conversions.
● Facebook recently announced their
Inventory is sold out
● Auction is starting to take on its real
meaning and we can expect CPCs to
grow for a while on Facebook / Instagram

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Overall CPC’s & Conversions

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Live Poll Question #4
Which channel do you think brands are
favoring this year?
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A. Social Advertising
B. Automation Software
C. Conversion Rate Optimization

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Most Important Aspects Last 12 Months

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Live Poll Question #5
Where are most advertisers spending more
this year?
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A. Text Ads
B. Mobile
C. Social
D. Remarketing
E. All of the above

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Advertiser Investment YoY

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Live Poll Question #6
In which platforms are most planning to
increase their budgets?
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A. Snapchat
B. Programmatic
C. Instagram
D. Bing
E. AdWords

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Budgets

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How To Grow in ‘17: Text Ads Advertising
● Expanded messaging & ad customizers.
● Audiences.
● Granularity.

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How To Grow in ‘17: Mobile Advertising
● Winning the Moment.
● Device Experience.
● Apps.

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Complexity of Controlling Bids Across Devices
Difficult to pay the right price for each click
while respecting budgets.
○ Base Bids
○ Device Bid Adjustments
○ Location Bid Adjustments
○ Ad Scheduling Bid Adjustments
Algorithmic Bid and Budget control is critical
to win.

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How To Grow in ‘17: Remarketing
● Decision Forcing.
● Compelling Offers.
● Ad Sequencing.
● Customer Match.

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How To Grow in ‘17: Paid Social Advertising
● Customer Journey.
● Storytelling (Controlling the
Story).
● Expectations.

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Strategies to Control / Optimize Social Ads
● Tendency to go fast and lump everything
together is recipe for disaster
● Create multiple ad variations and a/b test
● Breakdown audiences into smaller, distinct
buckets rather than one huge audience
● Control which ads are running for each
micro-audience and how much to pay for
each click

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Offers!
A. Get a FREE trial of Acquisio, including Acquisio
Social. If you decide to continue using the platform,
you will get 10% off for the length of the contract.
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Acquisio Feedback: marc@acquisio.com