On Friday, August 24th, Kirk Williams presented at the 4th Annual Utah Digital Marketing Collective Conference: Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018 Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. In 2017, he was named the #4 Most Influential PPCer in the world by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep. Session Description In order to achieve joyous acclamations of success, we PPCers need to nail all the audiences, we need to automate all the bids, and we need to test all the ads. But what happens when your PPC account still fails... even though you've done everything right? Our response is typically to dig deeper, expending additional person-hours seeking a solution that may never be found. But what if the problem lies elsewhere? What if the problem can't even be found in the data, or even in PPC itself? In this session, we will discuss how to identify when a greater problem than poor PPC management exists in an account, and how to solve for that problem.

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WHEN GOOD
PPC GOES BAD
Based on a true story.

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Storytime…

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Client:

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CTA 1 (Micro) CTA 2 (Macro)
Online Free Course Online Paid Class

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Success, right?

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Live footage of
our monthly calls

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…and another.

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And thus began the cycle of
non-marketing doom...

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Client is
Unhappy
Agency Fixes
or Tries
"Something"
That
"Something"
Doesn’t Work

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You can’t fix the
marketing,
when the marketing
isn’t broken.

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So how do we
avoid this?
Client is
Unhappy
Agency
Fixes or Tries
"Something"
"Something"
Doesn’t
Work

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Identify & Resolve the
Signs of Non-
Marketing Doom

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Non-Marketing Doom Categories
Failure in Process
Failure in Understanding

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Non-Marketing Doom Category #1
Failure in Process

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1. Stock issues
Process
Failure

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2. Pricing
Process
Failure

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3. Poor offer
Process
Failure

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4. Slow site
Process
Failure

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5. Poor Checkout Experience
(or just bad UX)
Process
Failure

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6. No Lead Follow-Up
Process
Failure

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7. Bad CSRs
Process
Failure

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1. Stock Issues
2. Pricing
3. Poor Offer
4. Slow Site
5. Checkout Process
6. No Follow-up
7. Bad CSRs
Key
Process
Failures

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Non-Marketing Doom Category #2
Failure in Understanding

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1. Inexperience with
how attribution works
(channel silo-ing)
Understanding
Failure

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Visit
Sale
Assumption

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Visit
Sale
Reality
Visit
Visit
ebook
webinar
Video impression
Banner adRetargeting
impressions
Big Visit
Quick visit
Competitor
Research

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2. Ignorance of
Actual LTV (Lifetime
Value)
Understanding
Failure

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Lifetime Value (LTV) =
Total Customer Revenue – Total Customer
Costs

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3. Clear Goals
Understanding
Failure

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You can’t hit what
you’re not aiming at.

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4. Doesn’t
Understand
Marketing
Understanding
Failure

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Controversial Statement Alert:
PPC Marketers don’t send conversions.
We don’t cause conversions.
We don’t create conversions.
We send targeted users to a website.
We are glorified traffic senders.

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What actions can
simple PPCers take?

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Watch for signs of
client-side issues

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communicate,
educate,
communicate,
illustrate,
communicate…

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Define together (or in policy):
what is the client’s
responsibility,
what’s my responsibility?

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Help them
get out of
the “Not My
Job” mode.

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Learn to Identify & Pre-
Filter Bad Clients

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maybe, just…
let them go.

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Just… avoid
this:
Client is
Unhappy
Agency
Fixes or Tries
"Something"
"Something"
Doesn’t
Work

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Thank you!