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Breathing Life Into Your PPC Agenc y
SMX West
March, 2014
San Jose
Dave Roth
VP, Marketing
2
• About us
• How We Think About Agencies
• Common Pitfalls
• Onboarding
• RFPs
• How do you know…
Agenda
WHAT YOU’LL SEE...
3
• Move, Inc. operates realtor.com and other consumer
and B2B properties and products
• Moving.com
• Top Producer
• Doors...
4
• Smaller
• Boutique
• Specialty
–Search
–Brand/Media
–Comms
–Social
–Affiliate
HOW WE THINK ABOUT AGENCIES
MORE IS MORE
5
•When Choosing:
–Awards
–Menus*
–The ‘Big Idea’
–Bake-offs
•When Managing:
–Auto-Pilot / Cruise Control
–Lack of Goals
D...
6
•Owning Your Data
•Getting In The Trenches
•Bonding
•Goal Setting
•Transitioning
ONBOARDING
THINK ABOUT
7
•Invest in Relationship
•Meet every Week
•Review every Business
•Have a Plan
•Testing Budget
•Challenge Them!
HOW WE MAN...
8
–Not Meeting Goals
–Coasting
–Too Comfortable
•What do you do?
–Review
–RFP (or not)
HOW DO YOU KNOW…
…when it’s time?
9
•Like a Marriage
•Outsource non-core skills
•Beware the shiny cat toy
•No bake-offs, please
•Fail Fast!
SUMMARY
Your PPC...
Thank You
Dave Roth
VP Marketing
realtor.com
dave.roth@move.com
@daverothsays
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Breathing Life Into Your PPC Agency

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Smx West 2014 Session #Smx #31B - Breathing New Life Into A Tired Paid Search Campaignpresentation Breathing Life Into Your Ppc Agency By David Roth @Daverothsays Of Realtor.Com

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Transcript of "Breathing Life Into Your PPC Agency"

  1. 1. Breathing Life Into Your PPC Agenc y SMX West March, 2014 San Jose Dave Roth VP, Marketing
  2. 2. 2 • About us • How We Think About Agencies • Common Pitfalls • Onboarding • RFPs • How do you know… Agenda WHAT YOU’LL SEE AND HEAR
  3. 3. 3 • Move, Inc. operates realtor.com and other consumer and B2B properties and products • Moving.com • Top Producer • Doorsteps • realtor.com – Official website of NAR • Etc. WHO ARE WE?
  4. 4. 4 • Smaller • Boutique • Specialty –Search –Brand/Media –Comms –Social –Affiliate HOW WE THINK ABOUT AGENCIES MORE IS MORE
  5. 5. 5 •When Choosing: –Awards –Menus* –The ‘Big Idea’ –Bake-offs •When Managing: –Auto-Pilot / Cruise Control –Lack of Goals DON’TS TRY TO AVOID THESE TRAPS
  6. 6. 6 •Owning Your Data •Getting In The Trenches •Bonding •Goal Setting •Transitioning ONBOARDING THINK ABOUT
  7. 7. 7 •Invest in Relationship •Meet every Week •Review every Business •Have a Plan •Testing Budget •Challenge Them! HOW WE MANAGE AGENCIES MORE IS MORE
  8. 8. 8 –Not Meeting Goals –Coasting –Too Comfortable •What do you do? –Review –RFP (or not) HOW DO YOU KNOW… …when it’s time?
  9. 9. 9 •Like a Marriage •Outsource non-core skills •Beware the shiny cat toy •No bake-offs, please •Fail Fast! SUMMARY Your PPC Agency Relationship
  10. 10. Thank You Dave Roth VP Marketing realtor.com dave.roth@move.com @daverothsays
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