BFFs: 10 Ways Agencies & In-House Teams Can Work Together


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Working with an agency can bring valuable resources (and time!) to the table, but it can be really hard to take that first step towards that sort of relationship. Our experts use their own unique perspectives to not only talk about the situations in which you could utilize an agency, but also how to maintain a healthy relationship once you're working together. You're sure to walk away with plenty of tips and on the path to becoming BFFs (best friends forever!) with your agency.

In the presentation, experts from Cabelas (in-house) and Hanapin Marketing (agency) discuss different ways on how agencies and in-house ppc teams can (and should!) work together.

You'll get expert-level tips like:

*When and why you would want to utilize an agency to work with your in-house team

*Tips on maintaining a healthy relationship once you're working with an agency

*How a relationship between an in-house team and agency should work

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  • BFFs: 10 Ways Agencies & In-House Teams Can Work Together

    1. 1. How to Recover from the Holidays Faster Than Your Competition #thinkppc HOSTED BY: HOSTED BY: BFFs: 10 Ways Agencies & In-House Teams Can Work Together
    2. 2. #thinkppc Presenters • Lance Wilson – Paid Search Program Manager at Cabela’s – @crestonwave • Kayla Kurtz – Senior Digital Advisor at Hanapin Marketing – Blogger on PPC Hero – @one800Kayla
    3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
    4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
    5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
    6. 6. In-House or Agency? OR BOTH? #thinkppc
    7. 7. #thinkppc WHEN & WHY
    8. 8. #thinkppc Houston, we have a problem… • Not hitting goals • CPA up/volume down • Competition increasing • …………….
    9. 9. #thinkppc It’s so bright! And shiny! New features are rolling out and others are being altered…CONSTANTLY. Can be hard to keep up & maintain the rest.
    10. 10. I’m going to need you to come in for a few hours Saturday… Your to do list is not always your own. Initiatives handed out from supervisors, etc. that require attention. #thinkppc
    11. 11. #thinkppc Ain’t nobody got time for that! • Keyword research • Ad copy writing • Competitor research • SQRs/negative KW mining • Code audits
    12. 12. #thinkppc A new broom sweeps cleaner. Tunnel vision HAPPENS. Bring in a fresh set of eyes to uncover what you don’t know or to help with what you can’t figure out.
    13. 13. #thinkppc Man down! We have a man down! Incredibly talented people leave in-house teams every day. Agency can fill the gap in the interim, to maintain consistency & provide ample time to find the best fit replacement.
    14. 14. #thinkppc Live Poll Question #3 #3 – Which way do you see agency/in-house engagements being most successful? #thinkppc a) Full-time agency management (w/in-house support). b) Full-time in-house management (no agency support). c) Full-time in-house management (w/agency support). d) Combination management (agency & in-house own or manage separate portions of PPC).
    15. 15. #thinkppc HOW
    16. 16. #thinkppc When I dip, you dip, we dip. • Shared Responsibility between agency and in-house team • Both Sides Sharing learnings and reports • Back end data from in house team shared • Branding Rules from in house team clarified • Full transparency between two teams (account access available).
    17. 17. #thinkppc Can you hear me now? GOOD! • Communicate often, clearly & early • Promotions/special offers • Category expansions • Competitive landscape • Industry benchmarks
    18. 18. #thinkppc Stop! Collaborate and listen… • BUDGETS • When do budgets shift? • What’s the budget split between campaigns/channels/categories? • Reasoning for budget shift.
    19. 19. #thinkppc Agency tested, client approved. • Full discussion & sign off from all sides on testing • Ad copy • Landing pages • Keywords/match types • Expansions
    20. 20. #thinkppc WHAT DID WE LEARN?
    21. 21. #thinkppc Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
    22. 22. #thinkppc Live Q&A Time!
    23. 23. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): • Or Contact us Directly: • Webinar Feedback: