Executive Selection: A Research Report on What Works and What Doesn't
Strategic Metrics: What Matters in Digital Marketing (and what doesn't)
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Transcript of Strategic Metrics: What Matters in Digital Marketing (and what doesn't)
#thinkppc
#ThinkPPC ExchangeStrategic Metrics: What Matters and What doesn’t
Webinar
#thinkppc
Presenters
• Kayla Kurtz– Senior Digital Advisor at Hanapin– Blogger at PPC Hero– @one800kayla
• Jeff Baum– Senior Account Manager at Hanapin– Blogger at PPC Hero– @jeffbaum71
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The Topic
Strategic Metrics:What Matters and What doesn’t
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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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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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Metrics: Discussion Point 1
Is Quality Score really so important? How can this metric be
used to shape account strategy?
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Metrics: Discussion Point 2
Why is it so important to focus on Cost-Per-Lead or Cost-Per-Acquisition metrics?
When do you need to measure beyond CPL/CPA?
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Metrics: Discussion Point 3
Why is Impression Share so important? Is Impression Share
really a strategic metric?
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Metrics: Discussion Point 4
How often should average CPC or average position be included in top-reported metrics?
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Metrics: Discussion Point 5
How valuable is the View Through Conversion metric? Are there any
useful takeaways from this metric?
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Metrics: Discussion Point 6
How do you know when it's time to shift your metric focus
or strategy?
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Live Q&A Time!
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Have more questions?
Thank you for attending our #thinkppc webinar!
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