James Robinson – Head of SEO & Paid Advertising, Countrywide Plchttp://uk.linkedin.com/pub/james-robinson/23/44b/879

Maximising ROI – Are you a serial agency dater, or are you happily wed?

The gormless idiot in the picture on the right!

Currently Head of SEO & Paid Advertising at Countrywide Plc – 40+ brands

Have held various roles both at agencies and in-house over the last 9 years

Who am I?

You start a new role as Paid Advertising Manager:Inherit existing agenciesYour boss tasks you with increasing ROI

Maximising ROI all about the latest and greatest tools and techniques right?

Do you change agencies to whoever seems most “cutting edge”, or is it a case of “the grass is always greener”?

Parallel with the dating world

A different take on maximising ROI

Classic business problem…Client wants the agency to do all the workAgency minimise work, maximise profit

Dating cliché – really getting to know each other!

Learn what both sides can bring to the relationship to maximise ROI

Alternative to being a serial agency dater?

Image Courtesy of Freedigitalphotos.net

Explain how your business works:Who your customers areHow long the buying cycle is

Explain your business USP – helps with writing PPC ads and paid creativeShare keyword ideas your SEO agency have uncoveredShare internal reporting – let them know what is working and what’s notShare data:

Stock levels – smartly turn ads on and offChange in pricingCustomer reviewsFear of data sharing – if you won’t open up, the relationship can’t get to the

next level!

What can a client do?

Explain to the client what your bidding / ad management platform can do:What info will help it?Can it take a data feed?

Do they have tracking code implemented correctly, or could your platform be missing out on data?

Understand the client’s company politics:What can you do to make them look good? We all want to be with

someone who makes us look/feel good right?Do they need help with reporting?Find out all you can about their industry before writing ad copy or

creating banner ads

What can an agency do?

Less about tying the knot and more about opening up, trusting and communicating

If you communicate well and work together you increase the chance of maximising your ROI

But…if one or other party doesn’t want to work together, best dust off your chat up lines, and get back out there!

Tie the knot to maximise ROI?

Image Courtesy of Freedigitalphotos.net