Webinar: How to Manage Your Agency
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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? ...

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/

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Transcript

  • 1. How To Manage Your Agency #PPCAgencyGuide trada.com
  • 2. Mike Ramsberg,Manager, Partner Programs Danny Randa, Marketing Coordinator trada.com
  • 3. Paid Search Internal PPC ManagementTwo Options Agency trada.com
  • 4. Internal PPC Management Actionable data Managing PPC yourself Full Control Real time Market Analysis trada.com
  • 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. Agency ExpertiseHiring an agency Extra time Better results trada.com
  • 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. Need a PPC Agency? trada.com
  • 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. Picking an Agency PPC is not SEO Specializes in Constantly evolving Paid Search Connection to Search Engines trada.com
  • 11. Picking an Agency JargonVertical Expertise Seasonality Value Propositions trada.com
  • 12. Picking an Agency Reporting? Transparency Access to accounts? Who owns data? Tools? trada.com
  • 13. Picking an Agency Cross Platform? Capable? Certification? Dedicated? trada.com
  • 14. trada.com
  • 15. CommunicationNow what!? Reporting Assess Performance trada.com
  • 16. Communication Expectations Goals Brand Access trada.com
  • 17. Reporting Regular Detailed Sophisticated trada.com
  • 18. Assessing Performance trada.com
  • 19. Assessing Performance Drive Brand Management Different Goals Maximize Sales Results Optimize Qualified Leads trada.com
  • 20. Brand Management Ad CopyReach wide audience and leverage massive keywords to maximize Keywords impressions Ad Position trada.com
  • 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. Lead Generation Conversion Rate Synchronize ad copy,keywords, and position to increase lead results Cost Per Conversion Total Conversions trada.com
  • 23. Metric Missteps trada.com
  • 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. Metric Missteps Traditional advertising eCPM(Effective Cost Per Thousand Impressions) PPC Impressions = $0 Apples and Oranges trada.com
  • 26. Metric Missteps Must look at conversion CPC (Cost Per Click) Look at ROI Good for managing keyword bids trada.com
  • 27. Metric Missteps #1 Position ≠ SuccessAverage Position Compare to ROI Good for managing keyword bids trada.com
  • 28. Metric Missteps Increase in Keywords ≠ Increase in CostNumber of Keywords Right # different for every campaign Dynamic trada.com
  • 29. Metric Missteps Don’t just compare ROIBrand vs. Generic Breakdown Generic terms are “introducers” Consider the marketing funnel trada.com
  • 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. Trada has a large, global crowd of certifiedpaid search experts who do SEM for you. trada.com
  • 32. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks trada.com
  • 33. and they already know PPC! trada.com
  • 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. Time for questions!For more information or to schedule a demo, email dranda@trada.com trada.com