Improve Your PPC Team's Accountability - HeroConf 2016
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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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Improve Your PPC Team's Accountability - HeroConf 2016
- 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
- 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
- 14. Feedback Clients are responsible for Client Manager Analyst Clear Goals Timely Approvals Feedback on Results Feedback on Team
- 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. Don’t 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 can’t solve every business problem. 4. Show appreciation for your PPC team’s effort.
- 20. Thanksfor The Attention You can find us at @inspirasign Facebook.com/inspirasign youtube.com/inspirasign inspirasign
- 21. @AndrewCMiller PPC Team Scorecard Check out the bit.ly/heroconf2016
Notes de l'éditeur
- 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 manager’s dream You don’t have to be there
- When everybody is accountable, the team is awesome.
- Not “private yacht” awesome
- Not “I survived on a hostile planet” awesome
- Bring it back to reality Not “build a predictive PPC machine” that can replace people People can’t be replaced yet, so we have to hold them accountable
- More than just measuring results 4 pillars of accountability
- The obvious answer
- It can’t just be one-way accountability. Map the relationships and flow of accountability
- Tons of communication Are you asking yourself, “What are we missing?” 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 – each analyst rates each client, aggregate score & look for opportunities
- Tons of communication Are you asking yourself, “What are we missing?” 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 – each analyst rates each client, aggregate score & look for opportunities