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How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

HOSTED BY:

Questions to Ask Your Account

Manager

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Presenters

• Jeff Allen– President at Hanapin Marketing

– @JeffAllenUT

• Kayla Kurtz– Senior Digital Advisor at Hanapin

Marketing

– @one800kayla

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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How do you deal with frustration?

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What you are looking for

• Account Manager is aware that frustration will happen.

• They know themselves well enough to know how they will instinctively respond.

• There is a formal method for moving through it.

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How much time do you spend on BAK?

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Account Manager time allocation

30% of time spent on BAK, 70% spent on strategy, expansion, back-end data analysis, and other items that move the needle.

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Getting more from your AM

To get more than just BAK after handing over an account, explain your:

• Objectives• Pressures• Blind Spots• Work Style

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How do you expand accounts?

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What to look for

• Is there a plan?• SQRs, competitor research, • Budget or vertical dependent – sights set

beyond Google & Bing• Search & Display• Measurability. Period.

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Do you think automation is important?

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What to look for

• Are they saying what they think, or what they think you want to hear?

• Does their explanation show an understanding of the available tool landscape?

• Can they give recent examples, good and bad, of automation attempts?

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What’s your strategy for seasonality?

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What should this look like?

• Requesting YoY data or seasonality trends from you directly

• Review/analysis of PPC, as well as other channels

• Google Trends for potentially unforeseen shifts

• Seasonally appropriate elements prepped & ready to go

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Live Poll Question #3

#3 – What question do you think Account Managers are least prepared to answer?#thinkppc

a) If ROI isn’t on goal – what’s your plan to fix it?b) My goal is X – when can you hit it?c) If we need to expand this account – how will you do it?d) How is PPC contributing to our company’s bottom line?

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What’s your Quality Assurance process?

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Ways to minimize errors

• Training• Best practices checklist• Multi-person checks & balances• Director/Associate Director• Account Manager• Production Specialist• Client – as necessary

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When do you think QS matters?

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QS for Ecommerce

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QS for EDU

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Does QS matter?

Quality Score is basically a competitivebenchmark for CTR + relevancy.

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Is Facebook/LinkedIn/Twitter (etc.) worth it?

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What FB/LI/T come down to…

• Bottom line – they can be!• Resources • Time & Personnel• Budget• Required collateral

• 20/80 rule (backwards on purpose…because it’s usually true)

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How will you monitor performance?

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Tools for monitoring performance

• Using Scripts to measure variance from standard deviation.

• Rules to chop down high bids (or bump up low average position).

• Process for account coverage when OOO.• Process for determining when something

is an anomaly versus a trend.

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Who trained you in Paid Search?

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What to look & listen for

• Multiple sources of education• “Trained?” How about “is training?”• Refreshing of PPC 101• Continually researching new

tactics/strategies• Lessons learned & mistakes made• Perfection should be a tip off

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+/mo in adspend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com