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SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
SMX East 2012 - Managing Management Effectively - PPC
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SMX East 2012 - Managing Management Effectively - PPC

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5 in-depth tips to creating and retaining a strong, trust-filled client-consultant relationship for In-House PPCs

5 in-depth tips to creating and retaining a strong, trust-filled client-consultant relationship for In-House PPCs

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  • 1. Stroll’s Awards
  • 2. Be More Successful…1. Get them to Speak Your Language2. Strike the Right Balance for Communication & Updates3. Get Buy-In Every Time4. Better Prioritize your Strategy List5. Deliver Bad News…The Right Way
  • 3. Let’s All Speak theSame Language
  • 4. A) Speak About Everything in Terms of ProfitabilityExample:- Testing Interest Category Marketing- Research Indicated Lower CPAs & higher order volume- Thus, 10% increase in Profits is likelyTip: Back strategies with Analytics!
  • 5. 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
  • 6. C) PPC Knowledge- Explain the workings of PPC- Your manager can be your biggest ally- Focus the team on the right KPIs
  • 7. Develop aCommunicationSchedule
  • 8. MEETINGS• Progress Reports• New Initiatives & Tests• Questions & Feedback• Brainstorming• Other Channels• Set ExpectationsBest Thing You can do for Yourself!
  • 9. EMAIL REPORTS• Periodic Updates• Proactive Responses• Daily Reports – Progress & Tests• Gain Trust & Save Time!
  • 10. Getting Buy-In
  • 11. 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!
  • 12. 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!
  • 13. Prioritizing
  • 14. The 80-20 Principle• Maximum opportunity• Minimum time & effort• Get big wins knocked out first• Excel is your new BFF
  • 15. 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
  • 16. Control: GDN:TOTAL: Note: All numbers are for example only.
  • 17. Opportunity #1: Lower CPC 40%. Assume 30% Decline in ImpressionsOpportunity #2: Increase CTR by 20% in Content NetworkOpportunity #3: Increase Conversion Rate by 20%
  • 18. Opportunity #4: Increase Impressions by 20%. Assume 10% Increase in CPCs.Opportunity #5: Test Additional Ad Formats: Assume 15% Increase inImpressions, 10% Increase in CPCs, 10% Increase in CTR.
  • 19. Priorities Will Be:1. Opp. 4 – Increase Impressions2. Opp. 5 – Test Additional Ad Formats3. Opp. 3 – Increase Conversion Rate4. Opp. 2 – Increase CTR5. Opp. 1 – Lower CPCs6. Determine Budget Needed – $15K7. Assign & Prioritize Design Resources
  • 20. DeliveringBad News
  • 21. 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?
  • 22. www.LinkedIn.com/in/purnavirji @purnavirji

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