Keeping Your Sanity with PPC Reporting: Hacks for Structure and Analysis

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Keeping Your SANITY with PPC

Reporting: Hacks for Structure and

Analysis

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Your Presenters• Alka Du Mont

– Account Manager at Hanapin Marketing– PPC Hero Blogger– @AlkaDuMont

• Robin Driver– Customer Success Manager at NinjaCat– @NinjaCatPPC

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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?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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PPC ReportingThe equation for successful reporting is:

Organization, Automation, Personalization

Minus Over Analyzing

= PPC Reporting Sanity

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Agenda➢ How to segment your data

○ Search engine○ Advertising network○ Brand & non brand○ Conversion type

➢ Time frames➢ Declutter➢ BONUS: a “perfect” report

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Before you get started…Answer a few questions:

What actions should this report drive?Who needs this report?What goals need to be met each month?

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For ExampleWho needs this report?

The CMO and Marketing Analyst Team

What actions should this report drive?What ads are driving the most sales and should

we invest more in certain brands? Should we invest more in different platforms?

What metrics are the most important?Revenue and ROAS

What goals need to be met each month?$20K in Revenue per month, 4x ROAS

These answers will help give your report a sense of purpose!

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Goals, What Are We Doing Here?

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Deciding Your SegmentsWill you segment your data by

platform?

• Google• Bing• Yahoo• Facebook• Instagram• Snapchat• etc.

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Report by Platform

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Deciding Your SegmentsWill you segment your data by

advertising network?

• Search • Display

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Search vs. Display

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Search vs. Display

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Deciding Your SegmentsWill you segment by marketing intent?

• Brand• Non Brand

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Brand vs. Non-Brand - Filters

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Brand vs. Non-Brand - Topics

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Deciding Your SegmentWill you segment your data by

conversion type?

• Chat • Phone Calls• Online Purchases

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Report by Conversion

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Final Thoughts about Segmenting

NAMING CONVENTIONSOption 1: Tea TowelsOption 2: TRex Tea Towels_Search_Chicago

LABEL YOUR CAMPAIGNS

So much more detail!

He puts the “tea” in TRex.

After your TRex tea break, label your campaigns

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Time Frame

May, you are a little behind April. What’s up?

The last week of May had revenue below average. This is a good place to start sleuthing.

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More Examples of Time Frame

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Forecasting

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Forecasting

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Forecasting

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Granular Reporting Overload

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Grouping Your Campaigns

Hey yellow service line! You are my rock star this month, let’s get you some more money!

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Rephrase Your Titles

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Add commentary

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The “PURRFECT” Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Weekly Report

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The “PERFECT” Monthly Report

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The “PERFECT” Monthly Report

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The “PERFECT” Monthly Report● Campaign performance tables● Top ads and keywords● Device performance● High level analytics???

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Offers!

A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)

B. 14 day free NinjaCat trialC. 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: [email protected]

NinjaCat Feedback: [email protected]