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Grab Your CMO’s Attention:
How to Effectively Explain Valuable PPC Insights
HOSTED BY: &
Presenters• Paul Deraval
– Co-Founder & CEO at NinjaCat
– @NinjaCatPPC
• Kristine Hyman– Associate Director of Client Services
at Hanapin Marketing
– PPC Hero Blogger
– @KristineHyman95
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.
#thinkppc
Our Clients
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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
Grab Attention
HOW & WHAT
But Don’t Forget
WHO
Food For Thought
1. How are the insights going to be used?2. With whom will the information be shared?3. How can you effectively present the information?4. What is the ultimate goal?
The 3 Layers of PPC Reporting
ExecutiveStrategicTactical
Executive Layer
The commercial benefits your PCC campaigns are delivering, NOT the detailed performance metrics.
Examples: Revenue, Web Leads, Phone Calls, Revenue/Conv, Spend, CPL, ROI, ROAS
Strategic Layer
High-level campaign performance that outlines performance and sparks conversations around primary initiatives.
Examples: Spend, Revenue, Revenue/Conv., Conversions, Phone Calls, CTR, CPLSegmented ByChannel/Network/Campaign/Ad/Keyword/Device
Tactical Layer
Detailed metrics segmented in various ways to surface tactical levers that can be pulled to optimize performance.
Examples: Impr., Impr. Share, Clicks, CTR, Convs, Revenue, Revenue/Conv., Conv. Rate, VTC, Pos. , Phone CallsSegmented byNetwork, Campaign, Keyword, Ad, Device, Region, Time of Day, Ad Extension
Unit Economics “Speaking their Language”
A way to Calculate the Customer Lifetime Value (LTV) and the Customer Acquisition Cost (CAC) for a single customer to understand the short-term and long term viability of a business or marketing channel.
Transactional Centric
Transactional Unit EconomicsCost Of Transaction Acquisition (COTA) : Average Order Value (AOV)
“For every dollar you put into acquiring a transaction, you get X dollars back.”
Average Order Value
$5.90
Customer Centric Customer Centric Unit EconomicsCost of Customer Acquisition (CoCA) : Customer Lifetime Value (LTV)
“For every dollar you put into acquiring a new customer, you get $X back over the course of their life time”
Customer Lifetime Value
$15,000
Online Marketing ROI
Source Spend NewCustomers CAC Customer
Lifetime Value (CLV:CAC) ProjectedProfit
Affiliates $30,000 550 $55 $500 9 $275,000
CPC $20,561 400 $51 $550 11 $220,000
Display $18,200 300 $60 $450 8 $135,000
Social $14,589 250 $58 $300 5 $75,000
What is a good ratio?It’s ALL relative
Learning to walk at 6 Months Old
Learning to walk at 35 Years Old
AMAZING!!!!! NOT SO IMPRESSIVE
3 Key Takeaways
1. Align to their business objectives2. Speak their language, not yours3. Establish and report on KPIs most important to them
Always Keep In Mind
1. Concise2. Forward Thinking3. Key Takeaway4. Bottom Line
Too MuchEvery KPI
The Right Balance
Data Wrap up...
• What to focus on for continued success• What the expected result is• Any anecdotal info• PPC trends/Market/Industry Insights
The Key Takeaway
It’s All About The Story
● Keeps People Engaged
● Provides Context
● Reduces Complexity
Final Thoughts
1. How, What, Who2. Executive, Strategic, Tactical3. The Right Balance4. Key Takeaways5. Make Sure to Tell the Story
Offers!
A. I’d like a free 90-day subscription to NinjaCatB. I’d like an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)C. I’d like bothD. No Thanks!
Live Q&A Time!
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf
Thank you for attending our webinar! #thinkppcContact us Directly:
» Hanapin Feedback: [email protected]
NinjaCat Feedback: [email protected]
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