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Using Data to Create a

Killer Business Story for Your C-Suite

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Presenters• Frederick Vallaeys

– Founder of Optmyzr

– PPC Hero Blogger

– @siliconvallaeys

• Jeff Baum– 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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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients

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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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How To Frustrate Your Stakeholders

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How To Frustrate Your Stakeholders

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Why Is This Frustrating?

● No context.

● Not actionable.

● No institutional knowledge gained.

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Creating a Compelling Business Story

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Why Tell a Business Story?

● Keeps people engaged

● Provides context

● Reduces complexity

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What’s More Compelling?

“Last month your account had 1,000 clicks and 10 conversions”

Or “Last month we learned that only 30% of conversions came from desktop and 70% came through mobile, this signals a distinct market shift towards mobile and we’ll need to adjust our strategy to capitalize on this”.

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Tactics For Telling a Compelling Story

● C-Suite

● Managers/Directors

● Specialists

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Tactics For Telling a Compelling Story

● Emotional Connection

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Tactics For Telling a Compelling Story

● Does stakeholder have confidence in you?

● Does stakeholder feel you understand their needs?

● Does stakeholder believe you have the right solution to their problem?

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Tactics For Telling a Compelling Story

● Most important takeaway (A-ha moment) first

● How/why it happened

● Key learning

● Next steps

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Telling A Compelling Business Story- Case Study

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Telling A Compelling Business Story- Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business Story-Case Study

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Telling A Compelling Business StoryBreakdown Performance By Type

● Brand vs. non brand

● Device

● Time of day

● Attribution

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Visualize Device Level Performance

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The Paradox of Reporting

1% of reports that are sent are opened

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The Paradox of ReportingWhen a client is unhappy with performance, they think they’ve become a PPC Hero overnight

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MCC Data

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MCC Story

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Performance DataShow same data in different visualizations

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Performance Story

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Performance Story

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Geo DataHeatmaps

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The Geo Story: Cost

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Geo Story: Expensive CPA

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Search Queries

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Query Word Cloud

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Scripts Automate Data Fetch

AW Scripts are pieces of JavaScript code that can automate

tasks in AdWords on a predefined schedule.

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Anyone Can Use Scripts

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Fetch Reports AutomaticallyThere are 44 different reports available from the Ads API

Save reports to your computer automatically

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Automatic Visualizations• Performance by

keyword match type

• Performance by length of the query

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Populate Dashboard Data• Push data into dashboard widgets, e.g. Cyfe.com

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Aggregate Data Get all anomaly alerts in one place

VS

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Automate InsightsPrediction API can find correlations automatically

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Automating Reports1. Schedule a report with Optmyzr2. Schedule a visualization with AdWords Reports

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Google Analytics

Dashboards in Google Analytics can be scheduled

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Telling A Compelling Business Story

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Telling A Compelling Business StoryMaking Key Learning’s Effective

● Can they be translated to into action?

● Do they inform strategic or tactical decision making?

● Is the organization smarter?

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Telling A Compelling Business Story- Explaining Next Steps

● Derive next steps directly from segmented performance and key learning’s.

● Provide expected outcomes.

● Provide preliminary timelines for completion.

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Offers!

A. Get a free trial of OptmyzrB. Get an account analysis by the experts at Hanapin

(For accounts spending 15k+/month)C. BothD. 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

Optmyzr Feedback: support@optmyzr.com