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