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At some point during your time in PPC, you'll probably have to participate in an account transition, whether thats you handing over an account to someone else or vice versa. It can be an unsettling time as you want to make sure that goals stay on target, the account stays healthy, communication stays open, and overall, the transition is a smooth one. What questions should you ask before handing over the account? Hanapin Marketing Account Managers are no strangers to account transitions. Join Hanapin's President, Jeff Allen, and Senior Digital Advisor, Kayla Kurtz, as they discuss different questions you should be asking during this time and why they are important. You'll get expert-level PPC tips like: ►10 important questions to ask before the account transition ►The types of answers you should be looking for when asking the questions ►Why it is important to ask these type of specific questions
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#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
HOSTED BY:
Questions to Ask Your Account
Manager
#thinkppc
Presenters
• Jeff Allen– President at Hanapin Marketing
– @JeffAllenUT
• Kayla Kurtz– Senior Digital Advisor at Hanapin
Marketing
– @one800kayla
#thinkppc
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
#thinkppc
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: [email protected]
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