SMX Advanced 2012Maximizing Enterprise PPC

Lisa Sanner – Director of Paid Searchlisas@pointit.com

@LisaSanner

Presentation AgendaAbout Point It

• Launched in April 2002 – celebrating 10 YEAR Anniversary!

• $30+ MM in managed media/yr.• Servicing clients across many

verticals and revenue models• Focus on mid- to large clients

where we can add the most value

Enterprise PPC –the Agency

Reminder to Self:

My Client’s Job is 100X Harder than My Job.

Enterprise PPC – the Agency

My Client’s job is 100X harder than my job.

My Job is to Make My Client’s Job Less Hard.

Communication is Crucial

Reporting, Automation,

Meetings, Promotions

Enterprise PPC Reporting

Provide Meaningful Data

• What’s Important Depends on Who’s Looking at It• Be Thoughtful about What Data You DO Share &

What Data You DON’T Share

Aggregate & Custom Reporting

Automation Helps A LOT

• Dashboards – take the time to build views or scheduled reports

• Use multiple MCCs• Automated (web query) Reporting• Automate Bid Management - but

understand the levers/fine-tuning• Create Alerts – Performance, Reports,

News• Learn Efficiency Tricks from Reps

Manage *All* Resources

• Leverage Resources– Tools and reps– Publisher reps– Org resources – especially Int’l

translation/local market experts• Staff

– Have a Plan with Assignments– Match Skills/Interests with Accts/Needs– Stop Fill Gaps if Turnover or Changes– Train & Communicate Learnings Across Accts

Meetings

• Most Impt: Respect People’s Time• Don’t have Meetings, Just to have Meetings• Sync but Don’t Drown in Too Many Meetings

Promotions

• Current Promo Doc across Accts• Sync your Promotional calendars• Develop a communication process for new

promotions– Templates– Start, End Dates– Allow time for Approval process– Asset requirements

Communication Keeps the Wheels Turning

Thank You

Lisa Sanner

lisas@pointit.com

@LisaSanner

Point It Search Marketing Agency

www.pointit.com