Building An Accountable PPC Team

Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital

Building An Adaptable PPC Team

Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital

Building An Awesome PPC Team

Andrew Miller | @AndrewCMillerCo-Founder | Workshop Digital

@AndrewCMiller

Accountability?

- Steve Jobs -

ResponsibilityAll team members know their roles and success metrics.

JustificationStrategies, Tactics, and Results are research-based and fact-driven.

OwnershipEach team member owns his or her own actions and results.

HonestyClear, truthful communication creates rapport and trust.

What exactly is

@AndrewCMiller

Accountable?

- Steve Jobs -

Who needs to be held

The PPC AnalystManages the day-to-day PPC campaign optimization.

Provides regular reporting and tracks progress towards campaign objectives.

Likely job titles: PPC Analyst, Account Manager, Specialist.

@AndrewCMiller

Accountable?Who needs to be held

The PPC Team ManagerCoaches 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.

@AndrewCMiller

Accountable?Who needs to be held

The Client / StakeholderProvides 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.

Accountability FlowsIn all directions

Client Manager

AnalystAnalysts are responsible for results.

Managers are responsible for process.Clients are responsible for feedback.

ResultsAnalysts are responsible for

Client Manager

Analyst

Progress towards KPIsObstacles / ProblemsMistakes

Training Needs

RecommendationsReporting / Results

KPI ProgressOpportunities

ProcessManagers are responsible for

Client Manager

AnalystTraining

Career GrowthProgress to Company Goals

Remove ObstaclesAdvocacy within the

organization

Quality Control Transitions

FeedbackClients are responsible for

Client Manager

AnalystClear Goals

Timely ApprovalsFeedback on Results

Feedback on Team

Accountable TriangleThe

Client Manager

Analyst

Progress towards KPIsObstacles / ProblemsMistakes

Training Needs

RecommendationsReporting / Results

KPI ProgressOpportunities

TrainingCareer Growth

Progress to Company GoalsRemove Obstacles

Advocacy within the organization

Quality Control Transitions

Clear GoalsTimely ApprovalsFeedback on Results

Feedback on Team

bit.ly/heroconf2016Get The Scorecard

@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.

@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. Don’t direct people, train them to self-direct.

@AndrewCMiller

Better Feedback?How can the Client provide

1. Set realistic, measurable goals.

2. Provide timely approvals and feedback.

3. Understand that digital marketing can’t solve every business problem.

4. Show appreciation for your PPC team’s effort.

Thanks for The Attention

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@AndrewCMiller

PPC Team ScorecardCheck out the

bit.ly/heroconf2016