3. Be More Successful…
1. Get them to Speak Your Language
2. Strike the Right Balance for Communication & Updates
3. Get Buy-In Every Time
4. Better Prioritize your Strategy List
5. Deliver Bad News…The Right Way
5. A) Speak About Everything in
Terms of Profitability
Example:
- Testing Interest Category Marketing
- Research Indicated Lower CPAs &
higher order volume
- Thus, 10% increase in Profits is likely
Tip: Back strategies with Analytics!
6. B) Agree on Strategies, Goals
and Timeliness
- Ensure everyone knows what to expect
- Confirm timelines & what resources will
be needed
- Set expectations to avoid questions later
- Prioritize time with other teams such as
Design or Legal
7. C) PPC Knowledge
- Explain the workings of PPC
- Your manager can be your biggest ally
- Focus the team on the right KPIs
9. MEETINGS
• Progress Reports
• New Initiatives & Tests
• Questions & Feedback
• Brainstorming
• Other Channels
• Set Expectations
Best Thing You can do for Yourself!
12. DO THE RESEARCH
• Need Budget to Test Ads for Increased Profit
• 1 Week to CTR Significance
• 1 Week for Profit/Impression Significance
• Determine Budget Needed
• Point out risk of profit loss but also what
you stand to gain!
13. SO WHAT??
• Be prepared for every question –
Why remarketing?
• Not just “for profits”
Break it down into the simplest solution
• Clear End Benefits
• CR Just 3% -- So What?
• 97 out of 100 who expressed an interest leave –- So What?
• Serve more ads catering to their precise interests – So What?
• So we could on avg get a 5% CR, Lower CPA & thus More Profits!
15. The 80-20 Principle
• Maximum opportunity
• Minimum time & effort
• Get big wins knocked out first
• Excel is your new BFF
16. EXAMPLE
• Goal: To increase profits by 20%
from the Google Display Network
• Tactics can include:
1. Lower CPCs
2. Increase CTR
3. Increase Conversion Rate
4. Increase Impressions
5. Test Additional Ad Formats
18. Opportunity #1: Lower CPC 40%. Assume 30% Decline in Impressions
Opportunity #2: Increase CTR by 20% in Content Network
Opportunity #3: Increase Conversion Rate by 20%
19. Opportunity #4: Increase Impressions by 20%. Assume 10% Increase in CPCs.
Opportunity #5: Test Additional Ad Formats: Assume 15% Increase in
Impressions, 10% Increase in CPCs, 10% Increase in CTR.
22. Turn a Negative into a Positive
• Send out a detailed email to the team and
then set up a meeting to discuss
• Prepare your notes, following this outline:
- Summary of the Problem
- How Much is it Costing You?
- What Have You Done About it?
- What are the Next Steps to Turn it Around?
- In What Time Frame Do You Expect Recovery?
