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Questions To Ask Before Handing Over Your PPC Account
 

Questions To Ask Before Handing Over Your PPC Account

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At some point during your time in PPC, you'll probably have to participate in an account transition, whether thats you handing over an account to someone else or vice versa. It can be an unsettling ...

At some point during your time in PPC, you'll probably have to participate in an account transition, whether thats you handing over an account to someone else or vice versa. It can be an unsettling time as you want to make sure that goals stay on target, the account stays healthy, communication stays open, and overall, the transition is a smooth one. What questions should you ask before handing over the account?

Hanapin Marketing Account Managers are no strangers to account transitions. Join Hanapin's President, Jeff Allen, and Senior Digital Advisor, Kayla Kurtz, as they discuss different questions you should be asking during this time and why they are important.

You'll get expert-level PPC tips like:

►10 important questions to ask before the account transition

►The types of answers you should be looking for when asking the questions

►Why it is important to ask these type of specific questions

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Questions To Ask Before Handing Over Your PPC Account Questions To Ask Before Handing Over Your PPC Account Presentation Transcript

  • #thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: HOSTED BY:
  • #thinkppc Presenters • Jeff Allen – President at Hanapin Marketing – @JeffAllenUT • Kayla Kurtz – Senior Digital Advisor at Hanapin Marketing – @one800kayla
  • #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  • #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
  • #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.
  • #thinkppc How do you deal with frustration?
  • #thinkppc What you are looking for • Account Manager is aware that frustration will happen. • They know themselves well enough to know how they will instinctively respond. • There is a formal method for moving through it.
  • #thinkppc How much time do you spend on BAK?
  • #thinkppc Account Manager time allocation 30% of time spent on BAK, 70% spent on strategy, expansion, back-end data analysis, and other items that move the needle.
  • #thinkppc Getting more from your AM To get more than just BAK after handing over an account, explain your: • Objectives • Pressures • Blind Spots • Work Style
  • #thinkppc How do you expand accounts?
  • #thinkppc What to look for • Is there a plan? • SQRs, competitor research, • Budget or vertical dependent – sights set beyond Google & Bing • Search & Display • Measurability. Period.
  • #thinkppc Do you think automation is important?
  • #thinkppc What to look for • Are they saying what they think, or what they think you want to hear? • Does their explanation show an understanding of the available tool landscape? • Can they give recent examples, good and bad, of automation attempts?
  • #thinkppc What’s your strategy for seasonality?
  • #thinkppc What should this look like? • Requesting YoY data or seasonality trends from you directly • Review/analysis of PPC, as well as other channels • Google Trends for potentially unforeseen shifts • Seasonally appropriate elements prepped & ready to go
  • #thinkppc Live Poll Question #3 #3 – What question do you think Account Managers are least prepared to answer? #thinkppc a) If ROI isn’t on goal – what’s your plan to fix it? b) My goal is X – when can you hit it? c) If we need to expand this account – how will you do it? d) How is PPC contributing to our company’s bottom line?
  • #thinkppc What’s your Quality Assurance process?
  • #thinkppc Ways to minimize errors • Training • Best practices checklist • Multi-person checks & balances • Director/Associate Director • Account Manager • Production Specialist • Client – as necessary
  • #thinkppc When do you think QS matters?
  • #thinkppc QS for Ecommerce
  • #thinkppc QS for EDU
  • #thinkppc Does QS matter? Quality Score is basically a competitive benchmark for CTR + relevancy.
  • #thinkppc Is Facebook/LinkedIn/Twitter (etc.) worth it?
  • #thinkppc What FB/LI/T come down to… • Bottom line – they can be! • Resources • Time & Personnel • Budget • Required collateral • 20/80 rule (backwards on purpose…because it’s usually true)
  • #thinkppc How will you monitor performance?
  • #thinkppc Tools for monitoring performance • Using Scripts to measure variance from standard deviation. • Rules to chop down high bids (or bump up low average position). • Process for account coverage when OOO. • Process for determining when something is an anomaly versus a trend.
  • #thinkppc Who trained you in Paid Search?
  • #thinkppc What to look & listen for • Multiple sources of education • “Trained?” How about “is training?” • Refreshing of PPC 101 • Continually researching new tactics/strategies • Lessons learned & mistakes made • Perfection should be a tip off
  • #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+/mo in adspend).
  • #thinkppc Live Q&A Time!
  • #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): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com