Download - How to Build An Accountable PPC Team
Building An Accountable PPC Team
Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital
Building An Adaptable PPC Team
Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital
Building An Awesome PPC Team
Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital
@AndrewCMiller
Accountability?
- Steve Jobs -
ResponsibilityAll team members know their roles and success metrics.
JustificationStrategies, Tactics, and Results are research-based and fact-driven.
OwnershipEach team member owns his or her own actions and results.
HonestyClear, truthful communication creates rapport and trust.
What exactly is
@AndrewCMiller
Accountable?
- Steve Jobs -
Who needs to be held
The PPC AnalystManages the day-to-day PPC campaign optimization.
Provides regular reporting and tracks progress towards campaign objectives.
Likely job titles: PPC Analyst, Account Manager, Specialist.
@AndrewCMiller
Accountable?Who needs to be held
The PPC Team ManagerCoaches and supervises a team of PPC Analysts to accomplish client objectives.
Responsible for overall performance but not involved in daily campaign management.
Likely job titles: PPC Manager, Media Manager, Director of Paid Search.
@AndrewCMiller
Accountable?Who needs to be held
The Client / StakeholderProvides the overall business objectives and pays the bills.
Usually has authority to hire and fire agencies or in-house teams.
Likely job titles: CMO, Marketing Director, Lord Business.
Accountability FlowsIn all directions
Client Manager
AnalystAnalysts are responsible for results.
Managers are responsible for process.Clients are responsible for feedback.
ResultsAnalysts are responsible for
Client Manager
Analyst
Progress towards KPIsObstacles / ProblemsMistakes
Training Needs
RecommendationsReporting / Results
KPI ProgressOpportunities
ProcessManagers are responsible for
Client Manager
AnalystTraining
Career GrowthProgress to Company Goals
Remove ObstaclesAdvocacy within the
organization
Quality Control Transitions
FeedbackClients are responsible for
Client Manager
AnalystClear Goals
Timely ApprovalsFeedback on Results
Feedback on Team
Accountable TriangleThe
Client Manager
Analyst
Progress towards KPIsObstacles / ProblemsMistakes
Training Needs
RecommendationsReporting / Results
KPI ProgressOpportunities
TrainingCareer Growth
Progress to Company GoalsRemove Obstacles
Advocacy within the organization
Quality Control Transitions
Clear GoalsTimely ApprovalsFeedback on Results
Feedback on Team
bit.ly/heroconf2016Get The Scorecard
@AndrewCMiller
Improve Results?
- Steve Jobs -
How can the Analyst
1. Automate routine tasks to focus on strategic thinking.
2. Pull in additional team members to audit & brainstorm campaigns.
3. Set up GA Alerts and AdWords rules to detect anomalies.
4. Provide clear, insightful reporting, not just numbers.
@AndrewCMiller
Improve Her Team?How can the PPC Manager
1. Provide training and coaching.
2. Write clear job descriptions and review performance accordingly.
3. Have an open door policy.
4. Align process with company objectives.
5. Don’t direct people, train them to self-direct.
@AndrewCMiller
Better Feedback?How can the Client provide
1. Set realistic, measurable goals.
2. Provide timely approvals and feedback.
3. Understand that digital marketing can’t solve every business problem.
4. Show appreciation for your PPC team’s effort.
Thanks for The Attention
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@AndrewCMiller
PPC Team ScorecardCheck out the
bit.ly/heroconf2016