Date post: | 09-May-2015 |
Category: |
Marketing |
Upload: | hanapin-marketing |
View: | 508 times |
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#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
HOSTED BY:
Questions to Ask Your Account
Manager
#thinkppc
Presenters
• Jeff Allen– President at Hanapin Marketing
– @JeffAllenUT
• Kayla Kurtz– Senior Digital Advisor at Hanapin
Marketing
– @one800kayla
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
#thinkppc
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
#thinkppc
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.
#thinkppc
How do you deal with frustration?
#thinkppc
What you are looking for
• Account Manager is aware that frustration will happen.
• They know themselves well enough to know how they will instinctively respond.
• There is a formal method for moving through it.
#thinkppc
How much time do you spend on BAK?
#thinkppc
Account Manager time allocation
30% of time spent on BAK, 70% spent on strategy, expansion, back-end data analysis, and other items that move the needle.
#thinkppc
Getting more from your AM
To get more than just BAK after handing over an account, explain your:
• Objectives• Pressures• Blind Spots• Work Style
#thinkppc
How do you expand accounts?
#thinkppc
What to look for
• Is there a plan?• SQRs, competitor research, • Budget or vertical dependent – sights set
beyond Google & Bing• Search & Display• Measurability. Period.
#thinkppc
Do you think automation is important?
#thinkppc
What to look for
• Are they saying what they think, or what they think you want to hear?
• Does their explanation show an understanding of the available tool landscape?
• Can they give recent examples, good and bad, of automation attempts?
#thinkppc
What’s your strategy for seasonality?
#thinkppc
What should this look like?
• Requesting YoY data or seasonality trends from you directly
• Review/analysis of PPC, as well as other channels
• Google Trends for potentially unforeseen shifts
• Seasonally appropriate elements prepped & ready to go
#thinkppc
Live Poll Question #3
#3 – What question do you think Account Managers are least prepared to answer?#thinkppc
a) If ROI isn’t on goal – what’s your plan to fix it?b) My goal is X – when can you hit it?c) If we need to expand this account – how will you do it?d) How is PPC contributing to our company’s bottom line?
#thinkppc
What’s your Quality Assurance process?
#thinkppc
Ways to minimize errors
• Training• Best practices checklist• Multi-person checks & balances• Director/Associate Director• Account Manager• Production Specialist• Client – as necessary
#thinkppc
When do you think QS matters?
#thinkppc
QS for Ecommerce
#thinkppc
QS for EDU
#thinkppc
Does QS matter?
Quality Score is basically a competitivebenchmark for CTR + relevancy.
#thinkppc
Is Facebook/LinkedIn/Twitter (etc.) worth it?
#thinkppc
What FB/LI/T come down to…
• Bottom line – they can be!• Resources • Time & Personnel• Budget• Required collateral
• 20/80 rule (backwards on purpose…because it’s usually true)
#thinkppc
How will you monitor performance?
#thinkppc
Tools for monitoring performance
• Using Scripts to measure variance from standard deviation.
• Rules to chop down high bids (or bump up low average position).
• Process for account coverage when OOO.• Process for determining when something
is an anomaly versus a trend.
#thinkppc
Who trained you in Paid Search?
#thinkppc
What to look & listen for
• Multiple sources of education• “Trained?” How about “is training?”• Refreshing of PPC 101• Continually researching new
tactics/strategies• Lessons learned & mistakes made• Perfection should be a tip off
#thinkppc
Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of your PPC account.
o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your
account.o FREE Solutions Blueprint: We look at your account and
provide analysis and consultation (For accounts with $20K+/mo in adspend).
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Webinar Feedback: [email protected]