You're shelling out big money for online marketing. Are you geting what you pay for? Working with an agency can overhaul your marketing and get great results. But agencies don't offer all the information: unless you ask. Join Trada for this free webinar and learn how to tell a good agency from a bad one, which metrics to use to evaluate performance, and how to set appropriate expectations. You'll walk away from the webinar knowing which questions to ask, how to compare data, and how to boost your comprehensive agency ROI. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. How To Manage
Your Agency
#PPCAgencyGuide
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2. Mike Ramsberg,
Manager, Partner Programs
Danny Randa,
Marketing Coordinator
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3. Paid Search
Internal PPC
Management
Two Options
Agency
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4. Internal PPC Management
Actionable data
Managing PPC yourself Full Control
Real time Market Analysis
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5. Internal PPC Management
Headaches!
Quality Score Bid Price
Ad Groups
Keyword Research CTR
Dayparting Bidding Strategies
Ad Copy CPC
Dynamic Keyword Insertion
Geotargeting
Conversion Rate
CPA
Ad Rank
Landing Pages
Constant Optimization
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6. Agency
Expertise
Hiring an agency Extra time
Better results
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7. PPC Agency
Headaches!
Meetings
Slow turnaround
Hole in wallet
Management Spin
No transparency Disputes
Phone tag Loss of control Trust
Miscommunication
Lower ROI
Upsell
Minimums
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8. Need a PPC Agency?
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9. Not enough time
Do you need help? Unfamiliar with PPC
Your PPC campaign is failing
Current agency doesn’t specialize
in PPC
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10. Picking an Agency
PPC is not SEO
Specializes in
Constantly evolving
Paid Search
Connection to Search Engines
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11. Picking an Agency
Jargon
Vertical Expertise Seasonality
Value Propositions
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12. Picking an Agency
Reporting?
Transparency Access to accounts?
Who owns data? Tools?
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13. Picking an Agency
Cross Platform?
Capable? Certification?
Dedicated?
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14. trada.com

15. Communication
Now what!?
Reporting
Assess Performance
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16. Communication
Expectations
Goals
Brand
Access
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17. Reporting
Regular
Detailed
Sophisticated
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18. Assessing Performance
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19. Assessing Performance
Drive Brand Management
Different Goals
Maximize Sales Results
Optimize Qualified Leads
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20. Brand Management
Ad Copy
Reach wide audience and
leverage massive
keywords to maximize Keywords
impressions
Ad Position
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21. Sales
Average Cost Per Click
Drive volume while
focusing on cost-
Conversion Rate %
effective conversions
over page position
Cost Per Conversion
Average Order Value
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22. Lead Generation
Conversion Rate
Synchronize ad copy,
keywords, and position to
increase lead results Cost Per Conversion
Total Conversions
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23. Metric Missteps
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24. Metric Missteps
eCPM (Effective Cost Per Thousand
Impressions)
Tripping up on the data CPC (Cost Per Click)
Average Position
Number of Keywords
Brand vs. Generic Breakdown
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25. Metric Missteps
Traditional advertising
eCPM
(Effective Cost Per Thousand Impressions)
PPC Impressions = $0
Apples and Oranges
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26. Metric Missteps
Must look at conversion
CPC
(Cost Per Click)
Look at ROI
Good for managing keyword bids
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27. Metric Missteps
#1 Position ≠ Success
Average Position
Compare to ROI
Good for managing keyword bids
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28. Metric Missteps
Increase in Keywords
≠ Increase in Cost
Number of Keywords Right # different for every
campaign
Dynamic
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29. Metric Missteps
Don’t just compare ROI
Brand vs. Generic
Breakdown Generic terms are “introducers”
Consider the marketing funnel
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30. Here’s where we take two
minutes to tell you that Trada
is like having a huge staff
of PPC experts...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
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31. Trada has a large, global crowd of certified
paid search experts who do SEM for you.
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32. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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33. and they already know PPC!
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34. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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35. Time for questions!
For more information or to schedule a demo, email
dranda@trada.com
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