How To Manage Your Agency #PPCAgencyGuide                   trada.com
Mike Ramsberg,Manager, Partner Programs       Danny Randa,   Marketing Coordinator                            trada.com
Paid Search              Internal PPC              ManagementTwo Options                Agency                            ...
Internal PPC Management                              Actionable data Managing PPC yourself          Full Control          ...
Internal PPC Management                                     Headaches!                          Quality Score             ...
Agency                     ExpertiseHiring an agency    Extra time                   Better results                       ...
PPC Agency                         Headaches!              Meetings                                    Slow turnaround    ...
Need a PPC Agency?                     trada.com
Not enough timeDo you need help?         Unfamiliar with PPC                      Your PPC campaign is failing            ...
Picking an Agency                          PPC is not SEO  Specializes in                        Constantly evolving   Pai...
Picking an Agency                          JargonVertical Expertise      Seasonality                     Value Proposition...
Picking an Agency                         Reporting?  Transparency       Access to accounts?                    Who owns d...
Picking an Agency                    Cross Platform?    Capable?         Certification?                      Dedicated?    ...
trada.com
CommunicationNow what!?                 Reporting             Assess Performance                                  trada.com
Communication                Expectations                   Goals                   Brand                  Access         ...
Reporting              Regular              Detailed            Sophisticated                            trada.com
Assessing Performance                        trada.com
Assessing Performance                        Drive Brand Management   Different Goals                         Maximize Sal...
Brand Management                           Ad CopyReach wide audience and    leverage massive keywords to maximize     Key...
Sales                        Average Cost Per ClickDrive volume while  focusing on cost-                         Conversio...
Lead Generation                             Conversion Rate  Synchronize ad copy,keywords, and position to   increase lead...
Metric Missteps                  trada.com
Metric Missteps                           eCPM (Effective Cost Per Thousand                                      Impressio...
Metric Missteps                                            Traditional advertising               eCPM(Effective Cost Per T...
Metric Missteps                          Must look at conversion      CPC   (Cost Per Click)                              ...
Metric Missteps                       #1 Position ≠ SuccessAverage Position                          Compare to ROI       ...
Metric Missteps                       Increase in Keywords                         ≠ Increase in CostNumber of Keywords   ...
Metric Missteps                       Don’t just compare ROIBrand vs. Generic   Breakdown        Generic terms are “introd...
Here’s where we take twominutes to tell you that Tradais like having a huge staff     of PPC experts...... and it doesn’t ...
Trada has a large, global crowd of certifiedpaid search experts who do SEM for you.                                        ...
Multiple experts workon your campaign at   the same time.       You get: Diversity of thinkingConstant optimizationMultipl...
and they already know PPC!                             trada.com
It’s pay-for-performance.         There are NO fees:no startup fees, no management fees.   You can get started right away....
Time for questions!For more information or to schedule a demo, email               dranda@trada.com                       ...
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Webinar: How to Manage Your Agency

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You're shelling out big money for online marketing. Are you geting what you pay for?

Working with an agency can overhaul your marketing and get great results. But agencies don't offer all the information: unless you ask.

Join Trada for this free webinar and learn how to tell a good agency from a bad one, which metrics to use to evaluate performance, and how to set appropriate expectations.

You'll walk away from the webinar knowing which questions to ask, how to compare data, and how to boost your comprehensive agency ROI.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Published in: Education, Technology, Business
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  • Webinar: How to Manage Your Agency

    1. 1. How To Manage Your Agency #PPCAgencyGuide trada.com
    2. 2. Mike Ramsberg,Manager, Partner Programs Danny Randa, Marketing Coordinator trada.com
    3. 3. Paid Search Internal PPC ManagementTwo Options Agency trada.com
    4. 4. Internal PPC Management Actionable data Managing PPC yourself Full Control Real time Market Analysis trada.com
    5. 5. Internal PPC Management Headaches! Quality Score Bid Price Ad Groups Keyword Research CTR Dayparting Bidding Strategies Ad Copy CPC Dynamic Keyword Insertion Geotargeting Conversion Rate CPA Ad Rank Landing Pages Constant Optimization trada.com
    6. 6. Agency ExpertiseHiring an agency Extra time Better results trada.com
    7. 7. PPC Agency Headaches! Meetings Slow turnaround Hole in wallet Management Spin No transparency Disputes Phone tag Loss of control Trust Miscommunication Lower ROI Upsell Minimums trada.com
    8. 8. Need a PPC Agency? trada.com
    9. 9. Not enough timeDo you need help? Unfamiliar with PPC Your PPC campaign is failing Current agency doesn’t specialize in PPC trada.com
    10. 10. Picking an Agency PPC is not SEO Specializes in Constantly evolving Paid Search Connection to Search Engines trada.com
    11. 11. Picking an Agency JargonVertical Expertise Seasonality Value Propositions trada.com
    12. 12. Picking an Agency Reporting? Transparency Access to accounts? Who owns data? Tools? trada.com
    13. 13. Picking an Agency Cross Platform? Capable? Certification? Dedicated? trada.com
    14. 14. trada.com
    15. 15. CommunicationNow what!? Reporting Assess Performance trada.com
    16. 16. Communication Expectations Goals Brand Access trada.com
    17. 17. Reporting Regular Detailed Sophisticated trada.com
    18. 18. Assessing Performance trada.com
    19. 19. Assessing Performance Drive Brand Management Different Goals Maximize Sales Results Optimize Qualified Leads trada.com
    20. 20. Brand Management Ad CopyReach wide audience and leverage massive keywords to maximize Keywords impressions Ad Position trada.com
    21. 21. Sales Average Cost Per ClickDrive volume while focusing on cost- Conversion Rate %effective conversions over page position Cost Per Conversion Average Order Value trada.com
    22. 22. Lead Generation Conversion Rate Synchronize ad copy,keywords, and position to increase lead results Cost Per Conversion Total Conversions trada.com
    23. 23. Metric Missteps trada.com
    24. 24. Metric Missteps eCPM (Effective Cost Per Thousand Impressions)Tripping up on the data CPC (Cost Per Click) Average Position Number of Keywords Brand vs. Generic Breakdown trada.com
    25. 25. Metric Missteps Traditional advertising eCPM(Effective Cost Per Thousand Impressions) PPC Impressions = $0 Apples and Oranges trada.com
    26. 26. Metric Missteps Must look at conversion CPC (Cost Per Click) Look at ROI Good for managing keyword bids trada.com
    27. 27. Metric Missteps #1 Position ≠ SuccessAverage Position Compare to ROI Good for managing keyword bids trada.com
    28. 28. Metric Missteps Increase in Keywords ≠ Increase in CostNumber of Keywords Right # different for every campaign Dynamic trada.com
    29. 29. Metric Missteps Don’t just compare ROIBrand vs. Generic Breakdown Generic terms are “introducers” Consider the marketing funnel trada.com
    30. 30. Here’s where we take twominutes to tell you that Tradais like having a huge staff of PPC experts...... and it doesn’t cost any more than if you were to do search marketing yourself. trada.com
    31. 31. Trada has a large, global crowd of certifiedpaid search experts who do SEM for you. trada.com
    32. 32. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks trada.com
    33. 33. and they already know PPC! trada.com
    34. 34. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away. trada.com
    35. 35. Time for questions!For more information or to schedule a demo, email dranda@trada.com trada.com
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