maximizing enterprise ppc - communication is crucial
DESCRIPTION
SMX Advanced 2012 - Maximizing Enterprise PPC panel - Communication is Crucial - Lisa SannerTRANSCRIPT
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SMX Advanced 2012Maximizing Enterprise PPC
Lisa Sanner – Director of Paid [email protected]
@LisaSanner
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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
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Enterprise PPC –the Agency
Reminder to Self:
My Client’s Job is 100X Harder than My Job.
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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.
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Communication is Crucial
Reporting, Automation,
Meetings, Promotions
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Enterprise PPC Reporting
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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
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Aggregate & Custom Reporting
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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
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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
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Meetings
• Most Impt: Respect People’s Time• Don’t have Meetings, Just to have Meetings• Sync but Don’t Drown in Too Many Meetings
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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
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Communication Keeps the Wheels Turning
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Thank You
Lisa Sanner
@LisaSanner
Point It Search Marketing Agency
www.pointit.com