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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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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 |
  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 |
  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 |
  4. 4. OUR CLIENTS @marketingmojo | #mojowebinar |
  5. 5. THE SEO BUYER’S CONUNDRUM @marketingmojo | #mojowebinar |
  6. 6. @marketingmojo | #mojowebinar |
  7. 7. @marketingmojo | #mojowebinar |
  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 |
  9. 9. @marketingmojo | #mojowebinar |
  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 |
  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 |
  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 |
  13. 13. QUESTION 4: WHAT IS THE LINK BUILDING STRATEGY? • Tread lightly here! • Check Google Webmaster Tools for “unnatural link” notifications @marketingmojo | #mojowebinar |
  14. 14. QUESTION 5: WHAT ABOUT RICH SNIPPETS AND SCHEMA? • Authorship • Rich Snippets • Schema/Structured Markup @marketingmojo | #mojowebinar |
  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 |
  16. 16. A FEW QUESTIONABLE SEO TACTICS… • Content › Duplicate content • Linking › Links in press releases › Article marketing @marketingmojo | #mojowebinar |
  17. 17. WE INHERIT PPC MESSES @marketingmojo | #mojowebinar |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  28. 28. WHERE TO LOOK @marketingmojo | #mojowebinar |
  29. 29. TAKE A LOOK UNDER THE HOOD • You just have to know where to look @marketingmojo | #mojowebinar |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  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 |
  37. 37. WHAT ARE YOU SPENDING MY MONEY ON? @marketingmojo | #mojowebinar |
  38. 38. SPENDING MORE TO LOSE • Go to the keywords tab and do this filter: @marketingmojo | #mojowebinar |
  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 |
  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 |
  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 |
  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 |
  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 |
  44. 44. ARE YOU STAYING OUT OF BAD NEIGHBORHOODS? • Check to see if category and placement exclusions are being used @marketingmojo | #mojowebinar |
  45. 45. E-COMMERCE SHOULD MAKE $ • First question: Are you making more money than you are spending? • Is your agency measuring ROI? @marketingmojo | #mojowebinar |
  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 |
  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 |
  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 |
  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 @marketingmojo | #mojowebinar |
  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 |
  51. 51. LOOKING FOR HELP? Contact Marketing Mojo Sean McCusty 800-939-5938 ext. 116 MARKETING MOJO Twitter: @MarketingMojo Facebook: Google+: +Marketing Mojo @marketingmojo | #mojowebinar |