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Stroll’s Awards
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
Let’s All Speak the
Same Language
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!
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
C) PPC Knowledge



- Explain the workings of PPC
- Your manager can be your biggest ally
- Focus the team on the right KPIs
Develop a
Communication
Schedule
MEETINGS
• Progress Reports

• New Initiatives & Tests

• Questions & Feedback


• Brainstorming

• Other Channels

• Set Expectations

Best Thing You can do for Yourself!
EMAIL REPORTS
• Periodic Updates

• Proactive Responses

• Daily Reports – Progress & Tests

• Gain Trust & Save Time!
Getting Buy-In
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!
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!
Prioritizing
The 80-20 Principle
• Maximum opportunity

• Minimum time & effort

• Get big wins knocked out first

• Excel is your new BFF
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
Control:




 GDN:
TOTAL:



 Note: All numbers are for example only.
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%
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.
Priorities Will Be:
1. Opp. 4 – Increase Impressions
2. Opp. 5 – Test Additional Ad Formats
3. Opp. 3 – Increase Conversion Rate
4. Opp. 2 – Increase CTR
5. Opp. 1 – Lower CPCs
6. Determine Budget Needed – $15K
7. Assign & Prioritize Design Resources
Delivering
Bad News
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?
www.LinkedIn.com/in/purnavirji
         @purnavirji

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SMX East 2012 - Managing Management Effectively - PPC

  • 1.
  • 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
  • 4. Let’s All Speak the Same Language
  • 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!
  • 10. EMAIL REPORTS • Periodic Updates • Proactive Responses • Daily Reports – Progress & Tests • Gain Trust & Save Time!
  • 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
  • 17. Control: GDN: TOTAL: Note: All numbers are for example only.
  • 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.
  • 20. Priorities Will Be: 1. Opp. 4 – Increase Impressions 2. Opp. 5 – Test Additional Ad Formats 3. Opp. 3 – Increase Conversion Rate 4. Opp. 2 – Increase CTR 5. Opp. 1 – Lower CPCs 6. Determine Budget Needed – $15K 7. Assign & Prioritize Design Resources
  • 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?