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How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

HOSTED BY:

BFFs: 10 Ways Agencies & In-House Teams Can Work

Together

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Presenters• Lance Wilson

– Paid Search Program Manager at Cabela’s

– @crestonwave

• Kayla Kurtz– Senior Digital Advisor at Hanapin Marketing

– Blogger on PPC Hero

– @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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In-House or Agency? OR BOTH?

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WHEN & WHY

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Houston, we have a problem…

• Not hitting goals

• CPA up/volume down

• Competition increasing

• …………….

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It’s so bright! And shiny!New features are rolling out and others are being altered…CONSTANTLY.

Can be hard to keep up & maintain the rest.

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I’m going to need you to come in for a few hours Saturday…

Your to do list is not always your own.

Initiatives handed out from supervisors, etc. that require

attention.

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Ain’t nobody got time for that!

• Keyword research

• Ad copy writing

• Competitor research

• SQRs/negative KW mining

• Code audits

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A new broom sweeps cleaner.

Tunnel vision HAPPENS.

Bring in a fresh set of eyes to uncover what you don’t

know or to help with what you can’t figure out.

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Man down! We have a man down!

Incredibly talented people leave in-house teams every day.

Agency can fill the gap in the interim, to maintain consistency & provide ample time to find the best fit replacement.

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Live Poll Question #3

#3 – Which way do you see agency/in-house engagements being most successful?#thinkppc

a) Full-time agency management (w/in-house support).b) Full-time in-house management (no agency support).c) Full-time in-house management (w/agency support).d) Combination management (agency & in-house own or manage

separate portions of PPC).

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HOW

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When I dip, you dip, we dip.• Shared Responsibility between

agency and in-house team

• Both Sides Sharing learnings and reports

• Back end data from in house team shared

• Branding Rules from in house team clarified

• Full transparency between two teams (account access available).

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Can you hear me now? GOOD!

• Communicate often, clearly & early

• Promotions/special offers

• Category expansions

• Competitive landscape

• Industry benchmarks

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Stop! Collaborate and listen…• BUDGETS

• When do budgets shift?

• What’s the budget split between campaigns/channels/categories?

• Reasoning for budget shift.

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Agency tested, client approved.

• Full discussion & sign off from all sides on testing

• Ad copy

• Landing pages

• Keywords/match types

• Expansions

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WHAT DID WE LEARN?

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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+ 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