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

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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  • 1. Breathing Life Into Your PPC Agenc y SMX West March, 2014 San Jose Dave Roth VP, Marketing
  • 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 • 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 • Smaller • Boutique • Specialty –Search –Brand/Media –Comms –Social –Affiliate HOW WE THINK ABOUT AGENCIES MORE IS MORE
  • 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 •Owning Your Data •Getting In The Trenches •Bonding •Goal Setting •Transitioning ONBOARDING THINK ABOUT
  • 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 –Not Meeting Goals –Coasting –Too Comfortable •What do you do? –Review –RFP (or not) HOW DO YOU KNOW… …when it’s time?
  • 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. Thank You Dave Roth VP Marketing realtor.com dave.roth@move.com @daverothsays