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Using Auction Insights for Competitive

AdvantageHOSTED BY:

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Your Presenter

• Jeff Allen– President of Hanapin Marketing

– Blogger on PPC Hero

– @JeffAllenUT

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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 do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team

b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant

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DIVIDER PAGE TITLE HEREImprove Agency Efficiency. Save Time.

Amaze Your Clients.

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PREPARING THE DATA

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STEPS FOR PREPARING ACTIONABLE REPORTS

1. Export auction insights.

2. Export performance stats.

3. Format data.

4. Build charts.

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How granular should you be?

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How granular should you be?What time period should you look at?

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How granular should you be?What time period should you look at?What metrics should you use?

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Rank Above Share =IS * Position Above Rate

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How granular should you be?What time period should you look at?What metrics should you use?Who should you compare yourself against?

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EXPORT AUCTION INSIGHTS

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FORMATTING AUCTION INSIGHTS

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FORMATTING PERFORMANCE REPORT

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DIAGNOSING THE DATA

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5 STEP DIAGNOSIS

1. Identify changes and patterns.

2. List potential causes.

3. Define the conditions needed for those causes to exist.

4. Choose the most likely cause.

5. Execute 2-3 tactics that impact that cause.

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EXAMPLE 1

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EXAMPLE 1

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Impression Share Vs Search CPC

CPCImpression Share

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Impression Share

Americantraveler.com

Ask

Aureusmedical.com

crosscountrytravcorps.com

Fastaff.com

Hziegler.com

Indeed

jobs-to-careers.com

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legalnurse.com

Medstaffinc.com

Nursechoice.com

mvip.com

Travelnursesource.com

EXAMPLE 1

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Americantraveler.comAskAureusmedical.comcrosscountrytravcorps.comFastaff.comHziegler.comIndeedjobs-to-careers.comJobsgalore.comlegalnurse.comMedstaffinc.comNursechoice.commvip.comTravelnursesource.com

EXAMPLE 1

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Americantraveler.comAskAureusmedical.comcrosscountrytravcorps.comFastaff.comHziegler.comIndeedjobs-to-careers.comJobsgalore.comlegalnurse.comMedstaffinc.comNursechoice.commvip.comTravelnursesource.com

EXAMPLE 1

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Impression Share Vs Cost Per Lead

Impression ShareCost per Lead

EXAMPLE 1

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EXAMPLE 2

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Impression Share and CPC

Impression ShareCost Per Click

Axis Title

EXAMPLE 2

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Impression Share

AmazonCoastaldebspecs.comdesigner-reading-glasses.comeyebobs.comeyebuydirect.comeyeneeds1.comglassesusa.comgoggles4uicueyewear.compeeperspecs.compronto.comreaderglasses.comreadingglasses.comreadingglassesgalore.comspeert.comtarget.com

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EXAMPLE 2

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CPC and Avg Position

Cost Per ClickAverage Position

Axis Title

EXAMPLE 2

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CPC and Avg Position

Cost Per ClickAverage Position

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EXAMPLE 2

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Amazondesigner-reading-glasses.comeyebobs.comeyebuydirect.comeyeneeds1.comgoggles4uicueyewear.compeeperspecs.comreaderglasses.comreadingglasses.comspeert.comtarget.com

Axis Title

EXAMPLE 2

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Live Q&A Time!

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