HOW TO AUDIT
YOUR DIGITAL
MARKETING AGENCY
Presented by
Janet Driscoll Miller
President and CEO
Tad Miller
Vice President,...
TODAY’S PRESENTERS
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo

@janetdmiller

+ Janet Driscoll Miller

TAD MIL...
ABOUT MARKETING MOJO
•

Originally founded as Search Mojo

•

Demand generation marketing firm founded in 2005
›

Search e...
OUR CLIENTS

@marketingmojo | #mojowebinar | marketing-mojo.com
THE SEO BUYER’S
CONUNDRUM

@marketingmojo | #mojowebinar | marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS THE CONUNDRUM?
• SEO changes EVERY DAY
• How can buyer’s stay on top of the right
questions to ask?

@marketingmoj...
@marketingmojo | #mojowebinar | marketing-mojo.com
QUESTION 1:
HOW DO YOU MEASURE RESULTS?
• Rankings aren’t always indicative of success
› Rankings are highly
personalized,...
QUESTION 2:
HOW OFTEN DO YOU RECEIVE REPORTS?
• Should be monthly at minimum in
most cases
• Need some sort of interval me...
QUESTION 3:
HOW MUCH SHOULD YOUR AGENCY
BE DOING?
• Consulting
› Most likely to give advice
› Client expected to execute

...
QUESTION 4:
WHAT IS THE LINK BUILDING STRATEGY?
• Tread lightly
here!
• Check
Google
Webmaster
Tools for
“unnatural
link”
...
QUESTION 5:
WHAT ABOUT RICH SNIPPETS
AND SCHEMA?

• Authorship
• Rich Snippets
• Schema/Structured Markup

@marketingmojo ...
QUESTION 6:
HAVE THEY DISCUSSED A
MOBILE STRATEGY?
YouTube Percent of Traffic from Mobile
45%
40%
35%
30%
25%
20%
15%
10%
...
A FEW QUESTIONABLE SEO TACTICS…
• Content
› Duplicate content

• Linking
› Links in press releases
› Article marketing

@m...
WE INHERIT PPC MESSES

@marketingmojo | #mojowebinar | marketing-mojo.com
EVER BUY A FORECLOSED HOUSE?
• Many times taking over a PPC Account from another agency or in-house
department is the equi...
SAME MISTAKES – DIFFERENT AGENCY
• We have taken over for massive well-known agencies and “my
brother in-law Steve”
• We s...
EVER HEARD OF CONVERSION TRACKING?

• Believe it or not we still inherit Accounts that
never ever bothered to install some...
WHAT DO YOU MEAN “THERE’S NO REPORT” ?

• We have seen large and supposedly reputable
agencies offer NOTHING in the way of...
BROAD MATCH EXCLUSIVITY
• The biggest turnaround success stories we
have for taking over PPC accounts are the
ones where t...
BROAD MATCH IS THE DEFAULT
• Google tells advertisers to ‘just let them do the heavy lifting’
with broad match technology
...
CHECK FOR NEGATIVE KEYWORDS
• This is easily the most neglected
tactic in PPC and it’s one of the
most important

You shou...
TOO MANY ADS WATER DOWN CTR
• Best practice is to test 2 ad search
ad copies per AdGroup (3
Maximum).
• We frequently take...
MIXING SEARCH & DISPLAY IN THE
SAME CAMPAIGN
• Search and Display don’t perform the same and
shouldn’t be in the same camp...
BIGGER ISN’T BETTER FOR CAMPAIGNS
• It’s common for us to take over Accounts that just have 2 or 3
Giant Campaigns that sh...
WHERE TO LOOK

@marketingmojo | #mojowebinar | marketing-mojo.com
TAKE A LOOK UNDER THE HOOD
• You just have to know where to look

@marketingmojo | #mojowebinar | marketing-mojo.com
YOU KNOW YOU’RE IN TROUBLE WHEN…
• If you go to the change history and find it
blank. This Account is on “Set it & Forget ...
THAT’S ONE BUSY ROBOT
• If the only change history in your account happens in
tight clusters at the same time everyday at ...
BIDS ARE UP! NEVER DOWN
• Check out the keyword bidding. Are bids only being increased?
• Not all keywords are created equ...
DAILY SPEND MAKES A FURIOUS END OF
THE MONTH COMEBACK
• Spend and performance always looks weak for the first 3 weeks
• Ac...
HOW ABOUT SOME NEW KEYWORDS?
• When is the last time they added
any keywords?
• They should regularly be adding new
releva...
EVER HEARD OF BUDGET ALLOCATION?
•
•
•
•

Do all the campaigns have exactly the same budget?
Or are they budgeted by perfo...
BID MANAGEMENT FROM ON HIGH
• Not all keywords are
created equal
• Are your accounts only using
AdGroup level bids?
• Are ...
WHAT ARE YOU SPENDING
MY MONEY ON?

@marketingmojo | #mojowebinar | marketing-mojo.com
SPENDING MORE TO LOSE
• Go to the keywords tab and do this filter:

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT ARE THEY DOING WITH
THOSE LOSERS…
• Are Average Positions high for nonconverting keywords?
› Do they ever decline?

•...
SPENDING MORE TO KEEP LOSING
• Are your costs per click on non-converting
keywords going up?
• Do they ever go down?
• Why...
IT WORKS IN REVERSE TOO
• Analyze performance on what converts
with this filter
• Is the average position on converting
ke...
WHAT DO YOU MEAN WE’RE OUT
OF BUDGET?
•
•
•
•

Is all the budget being spent before 3:00 AM?
What hours of the day convert...
WHY AM I ADVERTISING ON
CELEBITCHY.COM ?
• If you advertise on the Display Network
you need to watch it and exclude
placem...
ARE YOU STAYING OUT OF BAD
NEIGHBORHOODS?
• Check to see if category and placement
exclusions are being used

@marketingmo...
E-COMMERCE SHOULD MAKE $
• First question: Are you making more money
than you are spending?
• Is your agency measuring ROI...
PRODUCTS FIRST. CATEGORIES SECOND.
• Emphasis first on product specific ads and
Product Listing Ads (PLAs)
• Secondary emp...
HERE’S WHERE YOU CAN PUT YOUR
“AWARENESS”
• Do your agencies reports emphasize
concrete results like
conversions, sales, l...
VANILLA IS OK…BUT
• There are so many great new features to
use now.
› What are they doing with
mobile, tablets, geographi...
UPCOMING WEBINAR
The Secrets of Landing
Page Success:
Optimization Best
Practices and Case Studies
Jenny DeGraff
Design Op...
CONTACT
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo

@janetdmiller

+ Janet Driscoll Miller

TAD MILLER
Vice Pr...
LOOKING FOR HELP?
Contact Marketing Mojo
Sean McCusty
800-939-5938 ext. 116
smccusty@marketing-mojo.com
MARKETING MOJO
Twi...
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How to Audit Your Digital Marketing Agency

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How do you know if your digital marketing agency is what it's supposed to. Are they following best practices? Are they diligent? Are they just managing to spend your money?

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  • ADD TAD
  • We took over an account that almost exclusively focused on broad category keywords and switched to a more focused product level strategy with PLAs and improved ROI 798% and Revenues 135% over 10 months.
  • UPDATE to Jenny’s webinar
  • UPDATE with Tad’s info too
  • KARI
  • How to Audit Your Digital Marketing Agency

    1. 1. HOW TO AUDIT YOUR DIGITAL MARKETING AGENCY Presented by Janet Driscoll Miller President and CEO Tad Miller Vice President, Accounts @marketingmojo | #mojowebinar | marketing-mojo.com
    2. 2. TODAY’S PRESENTERS JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller + Janet Driscoll Miller TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller @marketingmojo | #mojowebinar | marketing-mojo.com
    3. 3. ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › › Marketing automation › • Content marketing Analytics consulting Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @marketingmojo | #mojowebinar | marketing-mojo.com
    4. 4. OUR CLIENTS @marketingmojo | #mojowebinar | marketing-mojo.com
    5. 5. THE SEO BUYER’S CONUNDRUM @marketingmojo | #mojowebinar | marketing-mojo.com
    6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com
    7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com
    8. 8. WHAT IS THE CONUNDRUM? • SEO changes EVERY DAY • How can buyer’s stay on top of the right questions to ask? @marketingmojo | #mojowebinar | marketing-mojo.com
    9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com
    10. 10. QUESTION 1: HOW DO YOU MEASURE RESULTS? • Rankings aren’t always indicative of success › Rankings are highly personalized, geographically focused • Ask yourself: What do YOU want SEO to do for your company? • Are goals set up in Google Analytics? @marketingmojo | #mojowebinar | marketing-mojo.com
    11. 11. QUESTION 2: HOW OFTEN DO YOU RECEIVE REPORTS? • Should be monthly at minimum in most cases • Need some sort of interval measurement @marketingmojo | #mojowebinar | marketing-mojo.com
    12. 12. QUESTION 3: HOW MUCH SHOULD YOUR AGENCY BE DOING? • Consulting › Most likely to give advice › Client expected to execute • Full service › Advice + execution › Level of execution varies @marketingmojo | #mojowebinar | marketing-mojo.com
    13. 13. QUESTION 4: WHAT IS THE LINK BUILDING STRATEGY? • Tread lightly here! • Check Google Webmaster Tools for “unnatural link” notifications @marketingmojo | #mojowebinar | marketing-mojo.com
    14. 14. QUESTION 5: WHAT ABOUT RICH SNIPPETS AND SCHEMA? • Authorship • Rich Snippets • Schema/Structured Markup @marketingmojo | #mojowebinar | marketing-mojo.com
    15. 15. QUESTION 6: HAVE THEY DISCUSSED A MOBILE STRATEGY? YouTube Percent of Traffic from Mobile 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2011 2012 2013 @marketingmojo | #mojowebinar | marketing-mojo.com
    16. 16. A FEW QUESTIONABLE SEO TACTICS… • Content › Duplicate content • Linking › Links in press releases › Article marketing @marketingmojo | #mojowebinar | marketing-mojo.com
    17. 17. WE INHERIT PPC MESSES @marketingmojo | #mojowebinar | marketing-mojo.com
    18. 18. EVER BUY A FORECLOSED HOUSE? • Many times taking over a PPC Account from another agency or in-house department is the equivalent of inheriting a trashed foreclosed house…You have to gut it and start over from scratch @marketingmojo | #mojowebinar | marketing-mojo.com
    19. 19. SAME MISTAKES – DIFFERENT AGENCY • We have taken over for massive well-known agencies and “my brother in-law Steve” • We see the same lack of diligence, misguided strategy and ignorance displayed in almost all of them. = Steve! @marketingmojo | #mojowebinar | marketing-mojo.com
    20. 20. EVER HEARD OF CONVERSION TRACKING? • Believe it or not we still inherit Accounts that never ever bothered to install some form of conversion tracking…for years › Some never installed it correctly • Oh yeah, ever heard of Analytics? @marketingmojo | #mojowebinar | marketing-mojo.com
    21. 21. WHAT DO YOU MEAN “THERE’S NO REPORT” ? • We have seen large and supposedly reputable agencies offer NOTHING in the way of reporting • Yes, Really… @marketingmojo | #mojowebinar | marketing-mojo.com
    22. 22. BROAD MATCH EXCLUSIVITY • The biggest turnaround success stories we have for taking over PPC accounts are the ones where they previously only used broad match keywords @marketingmojo | #mojowebinar | marketing-mojo.com
    23. 23. BROAD MATCH IS THE DEFAULT • Google tells advertisers to ‘just let them do the heavy lifting’ with broad match technology • Problem is that it’s incredibly broad to the point of frequently being irrelevant • It’s lazy. If you are paying an agency for just broad matching you deserve better • Max out Exact Matches › Higher CTR › Lower CPC › More Clicks for less money @marketingmojo | #mojowebinar | marketing-mojo.com
    24. 24. CHECK FOR NEGATIVE KEYWORDS • This is easily the most neglected tactic in PPC and it’s one of the most important You should see negatives and additions here @marketingmojo | #mojowebinar | marketing-mojo.com
    25. 25. TOO MANY ADS WATER DOWN CTR • Best practice is to test 2 ad search ad copies per AdGroup (3 Maximum). • We frequently take over Accounts that use anywhere from 7 to 10 active search ads in the same AdGroup CTR CPC • This lowers CTR. Raises CPC and as a result lowers the number of clicks you can afford @marketingmojo | #mojowebinar | marketing-mojo.com
    26. 26. MIXING SEARCH & DISPLAY IN THE SAME CAMPAIGN • Search and Display don’t perform the same and shouldn’t be in the same campaign together › Share the same budget but not performance › Allows for more granularity and better performance › Allows for better bidding by keyword on Display @marketingmojo | #mojowebinar | marketing-mojo.com
    27. 27. BIGGER ISN’T BETTER FOR CAMPAIGNS • It’s common for us to take over Accounts that just have 2 or 3 Giant Campaigns that should really be 5 or 6 smaller Campaigns • Too many AdGroups with wide variation in performance • Need to separate the great from the not-so-great so budget for the great can be maximized • Need to separate Brand from Non-Brand @marketingmojo | #mojowebinar | marketing-mojo.com
    28. 28. WHERE TO LOOK @marketingmojo | #mojowebinar | marketing-mojo.com
    29. 29. TAKE A LOOK UNDER THE HOOD • You just have to know where to look @marketingmojo | #mojowebinar | marketing-mojo.com
    30. 30. YOU KNOW YOU’RE IN TROUBLE WHEN… • If you go to the change history and find it blank. This Account is on “Set it & Forget it” mode Activity Should Be Here… @marketingmojo | #mojowebinar | marketing-mojo.com
    31. 31. THAT’S ONE BUSY ROBOT • If the only change history in your account happens in tight clusters at the same time everyday at an incredibly fast ratio, chances are its an automated bid management system running things • This isn’t bad in and of itself, but their needs to be a human being also looking after things occasionally • Algorithmic formulas can work really well (the opposite is true as well), but they still need human judgment and occasional intervention • Ask what role human account management plays @marketingmojo | #mojowebinar | marketing-mojo.com
    32. 32. BIDS ARE UP! NEVER DOWN • Check out the keyword bidding. Are bids only being increased? • Not all keywords are created equal. Is bidding performance based? • Agencies paid by percentage of media spend can be more interested in getting the budget spent than on improving account performance @marketingmojo | #mojowebinar | marketing-mojo.com
    33. 33. DAILY SPEND MAKES A FURIOUS END OF THE MONTH COMEBACK • Spend and performance always looks weak for the first 3 weeks • Activity logs indicate much more aggressive attempts to spend it before the end of the month…but conversion performance in that last week doesn’t improve • The pattern keeps repeating itself with no conversion improvements @marketingmojo | #mojowebinar | marketing-mojo.com
    34. 34. HOW ABOUT SOME NEW KEYWORDS? • When is the last time they added any keywords? • They should regularly be adding new relevant keywords or new negative keywords Look for these @marketingmojo | #mojowebinar | marketing-mojo.com
    35. 35. EVER HEARD OF BUDGET ALLOCATION? • • • • Do all the campaigns have exactly the same budget? Or are they budgeted by performance Are the best performing campaigns under funded? When is the last time budget allocations were changed? 85% of Conversions Come From This Campaign and it Needs More $ @marketingmojo | #mojowebinar | marketing-mojo.com
    36. 36. BID MANAGEMENT FROM ON HIGH • Not all keywords are created equal • Are your accounts only using AdGroup level bids? • Are there any keyword level bids? • AdGroup bidding is “Cruise Control” Bidding. It won’t max out performance @marketingmojo | #mojowebinar | marketing-mojo.com
    37. 37. WHAT ARE YOU SPENDING MY MONEY ON? @marketingmojo | #mojowebinar | marketing-mojo.com
    38. 38. SPENDING MORE TO LOSE • Go to the keywords tab and do this filter: @marketingmojo | #mojowebinar | marketing-mojo.com
    39. 39. WHAT ARE THEY DOING WITH THOSE LOSERS… • Are Average Positions high for nonconverting keywords? › Do they ever decline? • Do clicks on non-converting keywords keep increasing? › Have they ever decreased? @marketingmojo | #mojowebinar | marketing-mojo.com
    40. 40. SPENDING MORE TO KEEP LOSING • Are your costs per click on non-converting keywords going up? • Do they ever go down? • Why pay more to keep failing? @marketingmojo | #mojowebinar | marketing-mojo.com
    41. 41. IT WORKS IN REVERSE TOO • Analyze performance on what converts with this filter • Is the average position on converting keywords too low? • Is CTR on converting keywords improving @marketingmojo | #mojowebinar | marketing-mojo.com
    42. 42. WHAT DO YOU MEAN WE’RE OUT OF BUDGET? • • • • Is all the budget being spent before 3:00 AM? What hours of the day convert best? Check out the Dimensions Tab Should your budget be saved for when it converts? @marketingmojo | #mojowebinar | marketing-mojo.com
    43. 43. WHY AM I ADVERTISING ON CELEBITCHY.COM ? • If you advertise on the Display Network you need to watch it and exclude placements that don’t convert or have questionable content • Check out what placements you are spending budget on here: @marketingmojo | #mojowebinar | marketing-mojo.com
    44. 44. ARE YOU STAYING OUT OF BAD NEIGHBORHOODS? • Check to see if category and placement exclusions are being used @marketingmojo | #mojowebinar | marketing-mojo.com
    45. 45. E-COMMERCE SHOULD MAKE $ • First question: Are you making more money than you are spending? • Is your agency measuring ROI? @marketingmojo | #mojowebinar | marketing-mojo.com
    46. 46. PRODUCTS FIRST. CATEGORIES SECOND. • Emphasis first on product specific ads and Product Listing Ads (PLAs) • Secondary emphasis on non-branded category keywords @marketingmojo | #mojowebinar | marketing-mojo.com
    47. 47. HERE’S WHERE YOU CAN PUT YOUR “AWARENESS” • Do your agencies reports emphasize concrete results like conversions, sales, leads, etc. • Or is the emphasis on Impressions, “Awareness”, “Engagement” or “Building a Brand” ? @marketingmojo | #mojowebinar | marketing-mojo.com
    48. 48. VANILLA IS OK…BUT • There are so many great new features to use now. › What are they doing with mobile, tablets, geographies, age, gender, histor y visiting your site, etc. • You shouldn’t have to ask why not @marketingmojo | #mojowebinar | marketing-mojo.com
    49. 49. UPCOMING WEBINAR The Secrets of Landing Page Success: Optimization Best Practices and Case Studies Jenny DeGraff Design Optimization Manager Marketing Mojo March 13, 2014 2:00 p.m. ET REGISTER TODAY AT www.marketing-mojo.com/LPSuccess @marketingmojo | #mojowebinar | marketing-mojo.com
    50. 50. CONTACT JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller + Janet Driscoll Miller TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller @marketingmojo | #mojowebinar | marketing-mojo.com
    51. 51. LOOKING FOR HELP? Contact Marketing Mojo Sean McCusty 800-939-5938 ext. 116 smccusty@marketing-mojo.com MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com
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