Grab Your CMO's Attention: How to Effectively Explain Valuable PPC Insights

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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: marketing@hanapinmarketing.com

NinjaCat Feedback: paul@ninjacat.io