Successfully Explain "What's going on" to your CMO in 10 minutes final

#thinkppc&

Successfully Explain “What’s Going On” to

your CMO in 10 Minutes

HOSTED BY:

Presenters• Jeff Allen

– President at Hanapin Marketing– @JeffAllenUT

• Carrie Albright– Associate Director of Services at

Hanapin Marketing– PPC Hero Blogger– @Albright_C

– 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.

Who is Hanapin?

Our Clients

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What’s going on here?

Who Are You Talking To

Understand how the person you are speaking to likes to be communicated with.

What You PresentWhen starting a meeting, or being handed a report, it often feels like jumping on a running treadmill.

What you presentStatus updates full of data and to-do lists are overwhelming.Focus on what’s working and why; and what’s broken with a plan to fix it.

What You Present - Manager

Profit volume continues to increase from allocating more budget to widgets a, b and c (even though CPA is higher and AOV is lower, profitability is higher). We’re at max impression share and budget share now.

What’s not working is new competitors are bidding on brand terms driving up brand CPC’s by 50%. We adding new promotions and “official store” to ad extensions, plus testing lowering bids to see if we lose avg position.

In the last week we concluded a round of ad testing. The control won with a IUC of 300 compared to 400 for the test. We also concluded a CRO test, the new variation won by 30%, more details attached in the Weekly CRO Report.

This week we’re working on the campaigns for the new product widget t, launching the next round of ad tests, updating extensions with this week’s promotions….

YTD 2017 YTD 2016 Delta

Sales 1,500 1,200 +25%

CPA $50 $45 +11%

CPC $1.5 $1.3 +15%

Non-Brand CPC $3.25 $3.00 +8%

Cost $75,000 $54,000 +39%

Revenue $225,000 $191,100 +18%

Profit $90,000 $57,300 +57%

What You Present - CMOProfit is up $32,700 (57%) as a result of pushing low price but high profit margin products. Current top sellers are widget a, b and c. Last year they were widget x, y, z. Performance is sustainable, but we’re currently getting as many of the clicks as possible for our top sellers so not likely to find additional profit gains, there. To find more growth, we are launching campaigns for new products.

YTD 2017 YTD 2016 Delta

Sales 1,500 1,200 +25%

Cost $75,000 $54,000 +39%

Revenue $225,000 $191,100 +18%

Profit $90,000 $57,300 +57%

How You Say ItThemes that benefit your conversation:

• Product or platform of greatest success• Low performing content that impacts

larger business choices• Industry and business trends we’re seeing • Opportunities that tie into our overarching

objective

Themes that complicate it:• Short term performance highlights• Details on how a feature works• Requesting overly specific feedback

What Are You Asking?Examples of Bad Questions● I sent you a report on performance by geography, what

questions do you have?● Do you want us to launch a new campaign based on that new

product?● Competitors are driving up CPC’s, you OK if we bid higher?● We are limited by budget, can we have more budget?● Do you want me to do anything with that competitor list you

sent over?

What Are You Asking?Open ended questions for the C-level:● Outside increasing profit, would could we do to create the most

value for you?● What’s your most important initiative over the next 3-6

months?● Can you walk me through your goal setting process?● How are your non-PPC channels doing? What’s working there?● I noticed your competitors just merged, what do you think the

impact will be?● What do you see that we’re not seeing or what are you saying

that we’re not hearing?

How You Frame It

How You Frame It

How You Frame It

What Should They Worry About, Then?

Understand the business, the industry, and the goals well enough to say what C-level should be worried about.

Offers!

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

B. No Thanks!

Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

Contact Us Directly: [email protected] Marketing | The PPC Agency of Experts Behind PPC Hero and Hero

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