Flash Series! Using Auction Insights for Competitive Advantage
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Transcript of Flash Series! Using Auction Insights for Competitive Advantage
![Page 1: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/1.jpg)
#thinkppc
FLASH SERIES
Using Auction Insights for Competitive
AdvantageHOSTED BY:
![Page 2: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/2.jpg)
#thinkppc
Your Presenter
• Jeff Allen– President of Hanapin Marketing
– Blogger on PPC Hero
– @JeffAllenUT
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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.
![Page 4: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/4.jpg)
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Live Poll Question #1
How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team
b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant
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#thinkppc
DIVIDER PAGE TITLE HEREImprove Agency Efficiency. Save Time.
Amaze Your Clients.
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PREPARING THE DATA
![Page 7: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/7.jpg)
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STEPS FOR PREPARING ACTIONABLE REPORTS
1. Export auction insights.
2. Export performance stats.
3. Format data.
4. Build charts.
![Page 8: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/8.jpg)
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How granular should you be?
![Page 9: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/9.jpg)
#thinkppc
How granular should you be?What time period should you look at?
![Page 10: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/10.jpg)
#thinkppc
How granular should you be?What time period should you look at?What metrics should you use?
![Page 11: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/11.jpg)
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Rank Above Share =IS * Position Above Rate
![Page 12: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/12.jpg)
#thinkppc
How granular should you be?What time period should you look at?What metrics should you use?Who should you compare yourself against?
![Page 13: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/13.jpg)
#thinkppc
EXPORT AUCTION INSIGHTS
![Page 14: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/14.jpg)
#thinkppc
FORMATTING AUCTION INSIGHTS
![Page 15: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/15.jpg)
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FORMATTING PERFORMANCE REPORT
![Page 16: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/16.jpg)
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DIAGNOSING THE DATA
![Page 17: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/17.jpg)
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5 STEP DIAGNOSIS
1. Identify changes and patterns.
2. List potential causes.
3. Define the conditions needed for those causes to exist.
4. Choose the most likely cause.
5. Execute 2-3 tactics that impact that cause.
![Page 18: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/18.jpg)
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EXAMPLE 1
![Page 19: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/19.jpg)
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EXAMPLE 1
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/
14
11/1/
14
12/1/
141/1
/152/1
/153/1
/15$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Impression Share Vs Search CPC
CPCImpression Share
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#thinkppc
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/14
11/1/14
12/1/14
1/1/15
2/1/15
3/1/15
0
0.05
0.1
0.15
0.2
0.25
0.3
Impression Share
Americantraveler.com
Ask
Aureusmedical.com
crosscountrytravcorps.com
Fastaff.com
Hziegler.com
Indeed
jobs-to-careers.com
Jobsgalore.com
legalnurse.com
Medstaffinc.com
Nursechoice.com
mvip.com
Travelnursesource.com
EXAMPLE 1
![Page 21: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/21.jpg)
#thinkppc 1/1
/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/14
11/1/14
12/1/14
1/1/15
2/1/15
3/1/15
0
0.05
0.1
0.15
0.2
0.25
0.3
Impression Share
Americantraveler.comAskAureusmedical.comcrosscountrytravcorps.comFastaff.comHziegler.comIndeedjobs-to-careers.comJobsgalore.comlegalnurse.comMedstaffinc.comNursechoice.commvip.comTravelnursesource.com
EXAMPLE 1
![Page 22: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/22.jpg)
#thinkppc 1/1
/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/14
11/1/14
12/1/14
1/1/15
2/1/15
3/1/15
0
0.05
0.1
0.15
0.2
0.25
0.3
Impression Share
Americantraveler.comAskAureusmedical.comcrosscountrytravcorps.comFastaff.comHziegler.comIndeedjobs-to-careers.comJobsgalore.comlegalnurse.comMedstaffinc.comNursechoice.commvip.comTravelnursesource.com
EXAMPLE 1
![Page 23: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/23.jpg)
#thinkppc
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/
14
11/1/
14
12/1/
141/1
/152/1
/153/1
/150.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
Impression Share Vs Cost Per Lead
Impression ShareCost per Lead
EXAMPLE 1
![Page 24: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/24.jpg)
#thinkppc
EXAMPLE 2
![Page 25: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/25.jpg)
#thinkppc
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
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9/1/14
10/1/
14
11/1/
14
12/1/
141/1
/152/1
/153/1
/150%
10%
20%
30%
40%
50%
60%
70%
80%
90%
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
Impression Share and CPC
Impression ShareCost Per Click
Axis Title
EXAMPLE 2
![Page 26: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/26.jpg)
#thinkppc
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/
14
11/1/
14
12/1/
141/1
/152/1
/153/1
/150%
10%
20%
30%
40%
50%
60%
Impression Share
AmazonCoastaldebspecs.comdesigner-reading-glasses.comeyebobs.comeyebuydirect.comeyeneeds1.comglassesusa.comgoggles4uicueyewear.compeeperspecs.compronto.comreaderglasses.comreadingglasses.comreadingglassesgalore.comspeert.comtarget.com
Axis Title
EXAMPLE 2
![Page 27: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/27.jpg)
#thinkppc
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
0
0.5
1
1.5
2
2.5
3
3.5
CPC and Avg Position
Cost Per ClickAverage Position
Axis Title
EXAMPLE 2
![Page 28: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/28.jpg)
#thinkppc 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
0
0.5
1
1.5
2
2.5
3
3.5
CPC and Avg Position
Cost Per ClickAverage Position
Axis Title
EXAMPLE 2
![Page 29: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/29.jpg)
#thinkppc
1/1/14
2/1/14
3/1/14
4/1/14
5/1/14
6/1/14
7/1/14
8/1/14
9/1/14
10/1/
14
11/1/
14
12/1/
141/1
/152/1
/153/1
/150%
10%
20%
30%
40%
50%
60%
Position Above Rate
Amazondesigner-reading-glasses.comeyebobs.comeyebuydirect.comeyeneeds1.comgoggles4uicueyewear.compeeperspecs.comreaderglasses.comreadingglasses.comspeert.comtarget.com
Axis Title
EXAMPLE 2
![Page 30: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/30.jpg)
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Live Q&A Time!
![Page 31: Flash Series! Using Auction Insights for Competitive Advantage](https://reader031.fdocuments.net/reader031/viewer/2022030311/58ee87411a28abaa638b45f5/html5/thumbnails/31.jpg)
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