Andrew Miller shares tips for PPC managers, analysts, and clients to assess and improve their team's communication and results. Accountability is key to building a strong team and retaining long-term relationships.
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Building An Accountable PPC Team
1. Building An Accountable PPC Team
Andrew Miller | @AndrewCMiller
Co-Founder | Workshop Digital
2. Building An Adaptable PPC Team
Andrew Miller | @AndrewCMiller
Co-Founder | Workshop Digital
3. Building An Awesome PPC Team
Andrew Miller | @AndrewCMiller
Co-Founder | Workshop Digital
4.
5.
6.
7. @AndrewCMiller
Accountability?
- Steve Jobs -
Responsibility
All team members know their
roles and success metrics.
Justification
Strategies, Tactics, and
Results are research-based
and fact-driven.
Ownership
Each team member owns his
or her own actions and
results.
Honesty
Clear, truthful communication
creates rapport and trust.
What exactly is
8. @AndrewCMiller
Accountable?
- Steve Jobs -
Who needs to be held
The PPC Analyst
Manages the day-to-day PPC campaign
optimization.
Provides regular reporting and tracks
progress towards campaign objectives.
Likely job titles: PPC Analyst, Account
Manager, Specialist.
9. @AndrewCMiller
Accountable?
Who needs to be held
The PPC Team Manager
Coaches and supervises a team of PPC
Analysts to accomplish client objectives.
Responsible for overall performance but not
involved in daily campaign management.
Likely job titles: PPC Manager, Media
Manager, Director of Paid Search.
10. @AndrewCMiller
Accountable?
Who needs to be held
The Client / Stakeholder
Provides the overall business objectives
and pays the bills.
Usually has authority to hire and fire
agencies or in-house teams.
Likely job titles: CMO, Marketing Director,
Lord Business.
11. Accountability Flows
In all directions
Client Manager
Analyst
Analysts are responsible for results.
Managers are responsible for process.
Clients are responsible for feedback.
12. Results
Analysts are responsible for
Client Manager
Analyst
Progress towards KPIs
Obstacles / Problems
Mistakes
Training Needs
Recommendations
Reporting / Results
KPI Progress
Opportunities
13. Process
Managers are responsible for
Client Manager
Analyst
Training
Career Growth
Progress to Company Goals
Remove Obstacles
Advocacy within the organization
Quality Control Transitions
15. Accountable Triangle
The
Client Manager
Analyst
Progress towards KPIs
Obstacles / Problems
Mistakes
Training Needs
Recommendations
Reporting / Results
KPI Progress
Opportunities
Training
Career Growth
Progress to Company Goals
Remove Obstacles
Advocacy within the organization
Quality Control Transitions
Clear Goals
Timely Approvals
Feedback on Results
Feedback on Team
17. @AndrewCMiller
Improve Results?
- Steve Jobs -
How can the Analyst
1. Automate routine tasks to focus
on strategic thinking.
2. Pull in additional team members
to audit & brainstorm campaigns.
3. Set up GA Alerts and AdWords
rules to detect anomalies.
4. Provide clear, insightful
reporting, not just numbers.
18. @AndrewCMiller
Improve Her Team?
How can the PPC Manager
1. Provide training and coaching.
2. Write clear job descriptions and
review performance accordingly.
3. Have an open door policy.
4. Align process with company
objectives.
5. Donât direct people, train them to
self-direct.
19. @AndrewCMiller
Better Feedback?
How can the Client provide
1. Set realistic, measurable goals.
2. Provide timely approvals and
feedback.
3. Understand that digital marketing
canât solve every business problem.
4. Show appreciation for your PPC
teamâs effort.
Accountability is a big thing
Hard to cover in just 15 minutes (so lock the doors)
Going to talk about building checks & balances into your team
Team should definitely include clients
Team can function without you
Any managerâs dream
You donât have to be there
When everybody is accountable, the team is awesome.
Not âprivate yachtâ awesome
Not âI survived on a hostile planetâ awesome
Bring it back to reality
Not âbuild a predictive PPC machineâ that can replace people
People canât be replaced yet, so we have to hold them accountable
More than just measuring results
4 pillars of accountability
The obvious answer
It canât just be one-way accountability.
Map the relationships and flow of accountability
Tons of communication
Are you asking yourself, âWhat are we missing?â
Everybody knows that in every relationship, one or more of these pieces is missing.
How do I get better at {analyst, manager, client} roles
Accountability scorecard â each analyst rates each client, aggregate score & look for opportunities
Tons of communication
Are you asking yourself, âWhat are we missing?â
Everybody knows that in every relationship, one or more of these pieces is missing.
How do I get better at {analyst, manager, client} roles
Accountability scorecard â each analyst rates each client, aggregate score & look for opportunities