#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
HOSTED BY:
BFFs: 10 Ways Agencies & In-House Teams Can Work
Together
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Presenters• Lance Wilson
– Paid Search Program Manager at Cabela’s
– @crestonwave
• Kayla Kurtz– Senior Digital Advisor at Hanapin Marketing
– Blogger on PPC Hero
– @one800Kayla
#thinkppc
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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In-House or Agency? OR BOTH?
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WHEN & WHY
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Houston, we have a problem…
• Not hitting goals
• CPA up/volume down
• Competition increasing
• …………….
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It’s so bright! And shiny!New features are rolling out and others are being altered…CONSTANTLY.
Can be hard to keep up & maintain the rest.
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I’m going to need you to come in for a few hours Saturday…
Your to do list is not always your own.
Initiatives handed out from supervisors, etc. that require
attention.
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Ain’t nobody got time for that!
• Keyword research
• Ad copy writing
• Competitor research
• SQRs/negative KW mining
• Code audits
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A new broom sweeps cleaner.
Tunnel vision HAPPENS.
Bring in a fresh set of eyes to uncover what you don’t
know or to help with what you can’t figure out.
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Man down! We have a man down!
Incredibly talented people leave in-house teams every day.
Agency can fill the gap in the interim, to maintain consistency & provide ample time to find the best fit replacement.
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Live Poll Question #3
#3 – Which way do you see agency/in-house engagements being most successful?#thinkppc
a) Full-time agency management (w/in-house support).b) Full-time in-house management (no agency support).c) Full-time in-house management (w/agency support).d) Combination management (agency & in-house own or manage
separate portions of PPC).
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HOW
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When I dip, you dip, we dip.• Shared Responsibility between
agency and in-house team
• Both Sides Sharing learnings and reports
• Back end data from in house team shared
• Branding Rules from in house team clarified
• Full transparency between two teams (account access available).
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Can you hear me now? GOOD!
• Communicate often, clearly & early
• Promotions/special offers
• Category expansions
• Competitive landscape
• Industry benchmarks
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Stop! Collaborate and listen…• BUDGETS
• When do budgets shift?
• What’s the budget split between campaigns/channels/categories?
• Reasoning for budget shift.
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Agency tested, client approved.
• Full discussion & sign off from all sides on testing
• Ad copy
• Landing pages
• Keywords/match types
• Expansions
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WHAT DID WE LEARN?
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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+ in adspend).
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Live Q&A Time!
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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]
