1. Thank you for joining us!
The webinar will begin in just a few minutes!
Feel free to chat questions to the meeting Organizer
throughout the webinar. We will leave time at the end to
answer as many questions as possible.

2. Budget and Bidding for
Successful ROAS/ROI
Jessica Cates, Account Executive
Hanapin Marketing

3. A Review of Bidding Options:
Adwords
• Three Main Categories of Bidding
• Focus on clicks
• Focus on conversions
• Focus on impressions

4. A Review of Bidding Options:
Adwords
• Focus On Clicks
• Manual Bidding
• Automatic Bidding
• Enhanced CPC Bidding
• With manual bidding
• With automatic bidding

5. A Review of Bidding Options:
Adwords
• Focus on conversions (aka Conversion Optimizer
• Max CPA Bidding
• Target CPA Bidding

6. Reminder
• Using Conversion Optimizer or Enhanced CPC with
the “optimize for clicks” ad rotation?
• Google will be switching accounts over with these
settings to the “optimize for conversions” in February
2012.
• They claim to see an average 5% increase in
conversions when this change is made.

7. A Review of Bidding Options:
Adwords
• Focus on Impressions
• For Display Network only
• Pay every time you reach 1,000 impressions vs.
paying per click

8. A Review of Bidding Options:
adCenter
• Implicit Bidding
• AKA: Bid inheritance
• Setting a broad or phrase bid causes more restrictive
match types to “inherit” the same bid
• Competition against yourself
• Explicit Bidding
• Exact bid is highest
• Broad = 85% of Exact
• Phrase = 75% of Exact
• May be easier to split keywords into ad groups by
match type with this method.

9. A Review of Bidding Options:
adCenter

10. Budget the Right Way
• Your budget shouldn’t be an arbitrary number, do the
math!
• How much do you have to spend (does that include or
not include an agency management fee?)
• How many platforms are you using to advertise on?
• How many campaigns per platform?
• How much is your CPC?

11. Accounts with
Budget Constraints
• Areas that are spending without converting or have too
high a CPL
• Search engines
• Keywords
• Ad Groups
• Campaigns
• Know if your campaign is actually reaching its budget on
a daily basis, if so, lower it and estimate your daily
savings so you know how far to cutback
• (Current daily budget*Days left in the month)-(New
daily budget*days left in the month)

12. Accounts with Budget
Constraints
• Review segments
• Display Network vs. Search
• Search vs. Search Partners
• Mobile vs. Tablets vs. Desktop/Laptop Computers
• Time of day, Day of week
• Different Bidding Options
• Spread your budget out evenly throughout the day so you don’t
lose potential sales after your budget runs out

13. Accounts with Large
Budgets
• Where are you spending your budget?
• Tailor your ad copy for the audience you’re targeting if you have several
audiences
• Be aware of duplicates
• More likely to get out of hand in a large account with different
segmentations
• You can end up running up your own costs
• Test, test, test to make the best decisions
• Use negatives to keep your ads from showing based on what you’re
targeting
• Don’t let account structure get out of hand
• Segmentation for different products and services
• Campaigns based on successful geographical locations
• Detailed audience targeting

14. Bidding
• Bidding Smart
• Avoid diminishing returns by not over-bidding
• You do not have to be in position 1 to be
successful, instead, focus on page 1 and use the data
to find where your successful ROI position is
• Find your account’s “sweet spot”
• Understand where your account will trend after you
make the changes by running a projection

15. Bidding Sweet Spot
• You don’t necessarily need a top spot to have a good ROI or
ROAS
• Moving a keyword up in position won’t necessarily increase
your performance accordingly, but it will surely spend more
• If a keyword performs better in position 3 than 1, leave it there!
• Competitive landscape surrounding your keyword will make a
top spot easy or hard to hold on to
• Automated Rules
• AdWords retired position preference this year
• Automated rules can increase or decrease your keywords
based on rules that you set

16. Top 1 vs. Side 1?
• Google is constantly throwing a new wrench in the
gears.
• Why are these two ads (the ONLY two ads on the
page) at the bottom?
• Average position used to be much, much simpler to
calculate
• Take some time to actually understand how the search
engines are ranking ads

17. Bidding Smarter: Google
Estimates
• Should I optimize for top positions?
• Segment with top v. other and see which performs best
for you
• If you should be at the top, look at the estimated top
page bid column in your AdWords interface and adjust
accordingly

18. Back to basics
• Your price per click is determined by your Quality
Score
• Improve your CTR
• Keep everything highly tight-knit and relevant
• Send your visitors to the best landing page for their
search
• Earn higher positions for lower costs
• For more tips, check out our Quality Score Guide

19. Where Does Your Account Actually
Stand?
• ROAS
• How much revenue is generated off of every $1 spent in a
marketing channel
• Based on revenue
• More difficult to measure with a lead gen client
• Revenue/Cost
• Agencies have more control over generating client revenue
than they do for generating client profit
• ROI
• Includes management fees
• Based on profit
• Profit/Cost

20. The Return
• Understanding what happens to your leads after you
send them to a client is JUST as important as
generating them
• Is the lead quality bad?
• Are the leads closing?
• If not, your CPA is actually MUCH higher than you
initially thought

21. Improving Return
• Look at your CPC month over month – is it rising?
Something must change!
• Quality Score, Quality Score, Quality Score!
• Apply negatives the right way
• Search queries containing iPhone converted 3 times
for a CPL of $700+ in a year = know when to cut it out
with broad match negatives
• Big ticket negatives vs 1 impression, random queries

22. Improving return
• Don’t underestimate landing page testing, but also
don’t rock the boat
• Highly relevant text with a clear call-to-action
increases the likeliness of a conversion and also
helps your QS.

23. Crystal Anderson Brad Geddes Andrew Goodman
Nate Jeo Joe Kerschbaum John Lee
Kevin Lee Joanna Lord Melissa Mackey
ElizabethMarsten Marc Poirier Lisa Raehsler
Matt Umbro Matt Van Wagner Marty Weintraub
Register before December 31 to receive an ADDITIONAL $100 discount!
Use Coupon Code: jingle
Visit www.HeroConf.com for more information!

24. Q&A
Thank you for submitting your questions!
We will answer as many questions as time allows.

25. Thank you!
If you would like more information, please visit
www.HanapinMarketing.com or call 812.330.3134