how and when to raise ppc budgets

GROWING PROFITS WITH GROWING BUDGETSWHEN AND HOW TO INCREASE PPC BUDGETS

Presented by:

PRESENTER

Jeff Allen

Account Executive

Hanapin Marketing

Jeff.Allen@hanapinmarketing.com

@JeffAllenUT

WEBINAR AGENDA

1. Affirm the Business Case

2. Show How You’ll Use it

3. Know Where Your Stand and What Stands in the Way

Affirm – Show – Know (ASK)

1. AFFIRM YOUR BUSINESS CASE

Understanding Value & Historical Justification

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Increase Budget Creating More Profits

UNDERSTANDING VALUE

Simple goals are great at first, but what the client truly values will eventually emerge.

ALWAYS BE ASKING QUESTIONS

Prevent awkward, very short,

pitches by understanding value

up front.

SIT ON THE SAME SIDE OF THE TABLE

REPORT #1 – IMPRESSION SHARE

IMPRESSION SHARE IN ADWORDS

IMPRESSION SHARE BY CAMPAIGN

REPORT #2 – PAST BUDGET INCREASES

REPORT #3 – “X” VS BENCHMARKS

33% of all vertical searchers are on mobile devices.

2. SHOW HOW YOU’LL USE IT

• Be Specific

• Segment

• Justify an Increase Over Reallocation

BE SPECIFIC

“You currently capture 15% of available mobile searches though the 3 mobile campaigns we have. Creating segmented device specific campaigns for each of your current campaigns that do not have mobile versions will increase this to 100%.”

SEGMENTING BUDGET REQUESTS

“To capture all mobile traffic we should dedicate $15,000 per month for these devices.”

• Don’t Make it All or None

• Be able to Back it Up

Possible Segments

• Increasing What is Already Working• Display • Mobile• 3rd Tier

EXPLAIN WHY MORE IS NEEDED VS. BUDGET REALLOCATION

Campaign Type Optimized Spend BreakoutBranded 12,000Non-branded 9,000Mobile 4,000Display 1,000

Campaign Type Spend BreakoutBranded 12,000Non-branded 4,000Mobile 4,000Display 6,000

Campaign Type Ideal Spend Breakout Budget IncreaseBranded 12,000Non-branded 24,000 $15,000 Mobile 4,000Display 1,000

3. KNOW WHERE YOU STAND

“You will know…when you are clam, at peace, passive. A Jedi uses the Force for knowledge and defense, never for attack.” - Yoda

• Question for Knowing

QUESTION UNTIL YOU KNOW

I don’t know isn’t an answer, it’s a question that hasn’t been asked.

• Ask for What Can be Decided Today

• Create Deadlines for Future Decisions

• Seek Automatic Budget Increases Based on KPI’s

SUMMARY

To increase budgets, and increase profits just…

Affirm

Show

Know

Q&A

Submit your questions to the Organizer via chat. We will respond to as many questions as time allows and follow up via email if necessary.

HERO CONF 2012• April 16-17, 2012

• Indianapolis, IN

• Early bird deadline- February 3

FEBRUARY WEBINAR!

Ad Writing and Testing- Benefits and Best Practices

Kayla Kurtz

Monday, February 20th, 5-6pm EST

Be sure to check the blog for registration info!

THANK YOU!

Please feel free to email me questions:

Jeff.Allen@hanapinmarketing.com

And ask questions through twitter:

@JeffAllenUT