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When Good PPC Goes Bad - Kirk Williams

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When Good PPC Goes Bad

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When Good PPC Goes Bad - Kirk Williams

  1. 1. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK WHEN GOOD PPC GOES BAD Based on a true story.
  2. 2. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Storytime…
  3. 3. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Imagine if…
  4. 4. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK CTA 1 (Micro) CTA 2 (Macro) Online Free Course Online Paid Class
  5. 5. #STATEOFSEARCH2018@PPCKIRK
  6. 6. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Success, right?
  7. 7. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Live footage of monthly calls
  8. 8. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK …and another.
  9. 9. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK
  10. 10. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Also known as…
  11. 11. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Client is Unhappy Agency Fixes or Tries "Something" That "Something" Doesn’t Work
  12. 12. #STATEOFSEARCH2018@PPCKIRK You can’t fix the marketing, when the marketing isn’t broken.
  13. 13. #STATEOFSEARCH2018@PPCKIRK Identify & Communicate These 2 Areas of Non-Marketing Doom Failure in Process Failure in Understanding
  14. 14. #STATEOFSEARCH2018@PPCKIRK CAVEAT 1 Know your Scope, within your service offering and respect the dance. Sometimes the best and most honest answer is: “It’s not my job.”
  15. 15. #STATEOFSEARCH2018@PPCKIRK caveat 2: CLIENT = BOSS (in this presentation)
  16. 16. #STATEOFSEARCH2018@PPCKIRK Non-Marketing Doom Category #1 Failure in Process
  17. 17. #STATEOFSEARCH2018@PPCKIRK Stock issues Process Failure
  18. 18. #STATEOFSEARCH2018@PPCKIRK  Regularly watch for key product changes using Google Reports.  Remove “OoS” products from GMC  Ask client to set up interstitials pushing visitors to in-stock products ACTION REQUIRED:
  19. 19. #STATEOFSEARCH2018@PPCKIRK Pricing Process Failure
  20. 20. #STATEOFSEARCH2018@PPCKIRK  Regularly watch for key product changes using Google Ads Reports.  ALERT: no major imp/click/bid/SIS… but significantly reduced revenue/CVR  CLIENT: regular competitor SERP analysis ACTION REQUIRED:
  21. 21. #STATEOFSEARCH2018@PPCKIRK Bad CSRs Process Failure
  22. 22. #STATEOFSEARCH2018@PPCKIRK  Get access to recordings  Lean into and report leads sent, until sales rep issues resolved  STAND YOUR GROUND (politely) ACTION REQUIRED:
  23. 23. #STATEOFSEARCH2018@PPCKIRK 1. Stock Issues 2. Pricing 3. Poor Offer 4. Slow Site 5. Checkout Process 6. No Follow-up 7. Bad CSRs Key Process Failures
  24. 24. #STATEOFSEARCH2018@PPCKIRK Non-Marketing Doom Category #2 Failure in Understanding
  25. 25. #STATEOFSEARCH2018@PPCKIRK Inexperience with how attribution works (channel silo-ing) Understanding Failure
  26. 26. #STATEOFSEARCH2018@PPCKIRK Visit Sale Assumption
  27. 27. #STATEOFSEARCH2018@PPCKIRK Visit Sale Reality Visit Visit ebook webinar Video impression Banner adRetargeting impressions Big Visit Quick visit Competitor Research
  28. 28. #STATEOFSEARCH2018@PPCKIRK Doesn’t know actual Lifetime Value (LTV) Understanding Failure
  29. 29. #STATEOFSEARCH2018@PPCKIRK Lifetime Value (LTV) = Total Customer Revenue – Total Customer Costs
  30. 30. #STATEOFSEARCH2018@PPCKIRK
  31. 31. #STATEOFSEARCH2018@PPCKIRK
  32. 32. #STATEOFSEARCH2018@PPCKIRK
  33. 33. #STATEOFSEARCH2018@PPCKIRK No clear goals so your campaigns are “never good enough” Understanding Failure
  34. 34. #STATEOFSEARCH2018@PPCKIRK
  35. 35. #STATEOFSEARCH2018@PPCKIRK You can’t hit what you’re not aiming at.
  36. 36. #STATEOFSEARCH2018@PPCKIRK Doesn’t Understand Marketing Understanding Failure
  37. 37. #STATEOFSEARCH2018@PPCKIRK Controversial Statement Alert: Technical Marketers don’t send conversions. We don’t cause conversions. We don’t create conversions. We send targeted users to a website. We are glorified traffic senders.
  38. 38. #STATEOFSEARCH2018@PPCKIRK “It sounds like you’re saying it’s all the client’s fault.” “BUT WAIT, KIRK, you blubber-headed, mongoose-nosed, odious, ninny muggins…”
  39. 39. #STATEOFSEARCH2018@PPCKIRK “It sounds like you’re saying it’s all the client’s fault.” “BUT WAIT, KIRK, you blubber-headed, mongoose-nosed, odious, ninny muggins…” UNTRUE
  40. 40. #STATEOFSEARCH2018@PPCKIRK Remember Caveat 1: Know your Scope, within your service offering and respect the dance. Sometimes the best and most honest answer is: “It’s not my job.”
  41. 41. #STATEOFSEARCH2018@PPCKIRK What actions can simple PPCers take to battle understanding failures?
  42. 42. #STATEOFSEARCH2018@PPCKIRK Specifically grow in identifying signs of client-side issues
  43. 43. #STATEOFSEARCH2018@PPCKIRK communicate, educate, communicate, illustrate, communicate…
  44. 44. #STATEOFSEARCH2018@PPCKIRK Define together (or in policy): what is the client’s responsibility, what’s my responsibility?
  45. 45. #STATEOFSEARCH2018@PPCKIRK You avoid Not My Job mode, …but… help them avoid NMJ mode.
  46. 46. #STATEOFSEARCH2018@PPCKIRK Learn to Identify & Pre- Filter Bad Clients
  47. 47. #STATEOFSEARCH2018@PPCKIRK maybe, just… let them go.
  48. 48. #STATEOFSEARCH2018@PPCKIRK@PPCKIRK Just… avoid this: Client is Unhappy Agency Fixes or Tries "Something" "Something" Doesn’t Work
  49. 49. #STATEOFSEARCH2018@PPCKIRK Thank you!

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