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Raihan Ali
Apr 02, 2022
In Fashion Forum
I recently attended a panel at heroconf where three email list advertisers working with ppc agencies shared what would make them happy with the relationship. In this article, I'll share what stood out as well as some ideas on how to ensure your agency can meet similar expectations. And even if you're not an agency or a consultant, these points apply to any situation where you're working with a client or stakeholder. The biggest mistakes agencies make with new clients mistake 1: the sales team over-promises the initial stages of a project set the tone that defines the relationship, so meeting or exceeding expectations at the outset is essential. One of the best ways to set yourself up for success quickly is to set reasonable expectations . It sounds obvious, but it often doesn't happen because there's a disconnect between the agency sales team and the account management team. For example, one email list panelist mentioned that it's common to have team a during the sales process, but as soon as the contract signings dry up, it's handed over to a team b-minus who are supposed to answer all the high expectations that were used to close the deal. Mistake 2: not planning time for boarding another email list panelist mentioned that hiring a new agency is very similar to hiring a new employee. The success of a new recruit largely depends on the level of effort invested in their initial build-up. Perhaps even more so than with new hires, a new agency needs the client's help to understand their business enough to become a strategic partner and provide helpful advice. Since they don't work in the client's office, they won't absorb institutional knowledge like new employees will, so there needs to be a plan for that. As an agency, this means planning for a ramp-up period in dealing with clients and expecting you to need their help learning their business. Power of personal relationships.
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Raihan Ali
Apr 02, 2022
In Fashion Forum
Branded Keywords, or Keywords That Include the email list Name of the Advertiser Bidding on Those Keywords, Have Long Been a Source of Controversy in the Paid Search Industry. For Years, Many Paid Search Managers Have Aggregated These Keywords Into Reports That Reflect Total Account Performance. This Tends to Overstate the Value of Paid Search Campaigns Because Most Brand Queries Are Navigational and Reflect a User Who Already Has an Intent to Purchase From the Searched Brand. As Such, Brand Conversion Is Typically Much Higher Than Off-brand Traffic, and a High Brand Return on Ad Spend (Roas) Can Cover Up Underperforming Off-brand Campaigns. Most Advertisers These Days Are Wired That They Should Be Looking at Brand and Non-brand Performance Separately. However, Many Changes Over Time Can Impact an Advertiser's Brand Keyword Strategy, Starting With a Significant Increase in the Price of Those Keywords Over the email list Years. The Price of Branded Keywords Isn't What It Used to Be Google Has Long Given Advertisers an Edge Over Competitors in Bidding on Their Brand's Terms Through Quality Score, Which Is Typically Very High for an Advertiser Bidding on Their Own Terms and Lower for Competitors Trying to Serve Content. Announcements Under These Conditions. This Makes a Lot of Sense to Provide Users With a Quality Experience Because the Query Indicates That the User Is Probably Most Interested in Going to That Particular Brand's Website and That Google Should Prioritize Listing the Brand Compared to a Competitor. This Quality Score Advantage Plays a Direct Role in the email list Price Advertisers Pay for Branded Keywords and Has Long Taken the Average Cost Per Click Below What Many Advertisers Would Be Willing to Pay for Brand Traffic. Mark. However, This Gap Narrows Over Time. Evaluating Advertiser Data From Merkle (My Employer), the Brand's Average Cpc Increased by More Than 20% Between Q4 2017 and Q3 2018 Before Definitely Slowing Down in the Last Two Quarters. Google's Response to Increases Seen by Specific Advertisers Generally Refers to Competitive Forces That Impinge on Those Auctions
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Raihan Ali

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