Peter Levitan knows agencies. He ran Business development at Saatchi & Saatchi in Europe and North America, owned his own Portland agency and was a founder and CEO of two Internet companies. We were lucky enough to have him as our guest on Episode 38 of The PPC Show.
While we recommend giving the entire episode a listen, here are the top seven pieces of wisdom Peter Levitan shared with us while on the show:
- “We’re in a world where specialization wins.” If you’re looking to start your own agency, know that clients are looking for specialists. We’re no longer in the grand old days where agencies were either television, print, or radio. Know your specialty and make sure clients know it, too.
- “The more you blog, and the more you stick to a specific subject, then the more people will find you and love you.” Sticking to the theme of specialization, make sure your company blog follows this wisdom as well. People will seek out and enjoy your content if they know what to look for and what they’re getting once they find it.
- “How are you making money?” Whether you’re starting your own agency or work in an established one, make sure you can answer that important question. What’s your business plan? What is it that you’re selling? To whom? How much will they pay you? How much will you keep? About half of agencies don’t have consistent answers when faced with these topics.
- Run SWOT analysis with your team and then do something about it. Firstly, the exercise alone focuses the mind and can help you answer the questions in number 3. Secondly, make sure you set aside time to actually act on your findings from the analysis. Many agencies have a plan but they don’t run it. Make a plan for your business development and then be consistent about executing it.
- “Your website HAS to be a sales tool.” So many agencies fall into the trap of turning their websites into fun, creative projects or brochures. While that’s all well and good, if your website is not set up to make a sale, then it’s not doing much for you. Sales is a 24-7 game now and your website is doing a lot of that work for you. Make sure it’s set up that way.
- “PPC works. The more you can use it, the better.” If you want to get more clients, try running PPC ads. Test the major networks – Facebook, LinkedIn – and see what works best for you. If they work, are easy, and can fit into your schedule then you have your answer. If they don’t fit in your schedule, find someone at your agency who can be in charge of them. That’s really key. If no one is assigned to be in charge of PPC, you’re not going to get a lot out of that money.
- “There’s a light at the end of the tunnel.” Peter is a seasoned agency professional who now runs a completely internet-based business out of his house in Mexico and is thoroughly enjoying life. You can, too!
Not enough agency wisdom? Listen to the entire episode here:
Want to hear more from Peter Levitan? Check out his blog (nearing 600 posts), buy his book, and follow him on Twitter.
This was our first episode of The PPC Show broadcast on Facebook Live! Join us on Tuesdays at 10am PST on Facebook to hear from the biggest names in PPC!
Tune-In & Catch the Latest Episode of #PPCPodcast
Growth Pilots Founder and CEO, Soso Sazesh, Chats Ad Tech Startups & PPC Agencies
In this episode of #PPCPodcast AdStage’s very own Director of Product, Paul Wicker, sits down with Soso Sazesh, founder and CEO of Growth Pilots, to chat high impact ad tech growth teams, the pitfalls in scaling a (profitable) PPC agency, and how to drive exponential growth through direct-response paid advertising campaigns.
For more, listen to the entire #PPCPodcast episode below!
Let’s Talk Simplifying the Attribution Problem with Dave Rigoti and Eva Sharf from Bizible
Cross-channel attribution can make or break your brand. As savvy full-funnel digital marketers, it is imperative we identify the marketing channels that convert the most leads into paying customers, and adjust our budget accordingly.
This is where cross-channel attribution comes into play. Cross-channel attribution is using advanced analytics to assign a value to each marketing tough point that led to a desired action (sign-up, request demo, etc.). This includes online and offline marketing channels. Attribution accurately tracks media and marketing efforts to help identify key marketing interactions that influence customers to convert. It helps answer the questions: How did that customer start the buyer’s journey? What led that customer to make a purchase or transaction? What are the metrics we should track to act on these insights?
But, attribution continues to be a struggle for today’s marketer this is because:
1. Marketers are using more and more channels to reach customers. According to Search Engine Watch, the average marketers uses 13 channels to reach their audience. Eight of those channels are digital.
2. Most marketers are outgrowing first or last touch attribution models, but few know how to measure across channels.
According to a Marketing Land article, attribution has been deemed an “unsolvable” problem…but is it?
Don’t give up on all hope JUST yet.
We chatted with Bizible’s full-funnel marketing gurus, Dave Rigotti and Eva Scharf about how to approach the attribution problem and glean valuable insights from your marketing efforts.
Catch the highlights from this #PPCPodcast episode below
Cross-Channel Attribution: Bizible’s “Bread-n-Butter”
1. Single-touch attribution gives rise to a model bias because you only optimize for those first or last performance activities. This ultimately results in unintentionally shrinking your funnel and overall growth.
2. Engage with your audience on all channels – both online and offline. The typical customer journey includes a wide range of touchpoints. As a marketer, you want to understand the impact of every customer interaction from paid keywords to conference booth demos.
3. Some basic pieces of attribution may not work, but perhaps that’s not always a bad thing. Relying too much on attribution as a way to assign a value to multiple interactions can leave holes in the consumers’ thought process. It’s not always necessary to quantify new bits of information and data you come across. Find a balance between customer focus and attribution data by looking more closely at trends and foster more conversations with your marketing team.
4. Using false signals is worse than having no signals at all because you end up optimizing for the wrong channel. Instead, use a multi-touch attribution model to properly attribute revenue across all your marketing channels to “give credit, where credit is due”.
Learn the “PPC Rules You Must Use” from Stephanie White of Hanapin Marketing
Managing ad campaigns can be pretty tedious, especially when your time is spent making the same campaign changes on a daily, weekly, and monthly basis. Luckily, Google and Bing offer a way to automate your tedious campaign tasks using rules to automatically make optimizations for you.
In this week’s #PPCPodcast, we chatted with Stephanie White, Account Manager at Hanapin Marketing, about automating ppc account management. Before White was PPC master at Hanapin Marketing, she was an entrepreneur starting her own jewelry business back in 1999. In 2004, instead of hiring a marketing specialist, White took it upon herself to learn profitable online marketing. These self-taught skills, ranging from web design to email marketing to PPC advertising, led her down a fruitful career working with talented marketers from ReachLocal, John Eagle Dealerships, and now Hanapin Marketing.
Check out White’s 5 must-have AdWords Automated Rules for every PPC account. Learn how she uses Automated Rules to save time, money, and sanity.
What the heck are Automated Rules?
Automated Rules are a series of actions you can choose to automatically perform across your ppc campaigns. To run these Automated Rules, you’ll need to define what conditions must be met for the rule to fire and apply these automatic changes to your account. Use rules to make changes to your ad statuses, budgets, bids, keywords and more. PPC managers are under a lot of pressure to deliver results…quickly: with clients’ increasing demand for deeper campaign performance analysis and insights combined with growing paid search and social platforms. The ability to automatically perform routine tasks, means you spend less time manually monitoring each campaign’s metrics and more time focusing on ppc strategy and optimizing growth opportunities.
The 5 Must-Have Automated Rules for Every PPC Account
Increase or Decrease Budget on Specific Date/Time
Use this rule if you either have additional budget you need to spend by a particular date OR if you want to automate increases or decreases to your budget on the first of the month.
Schedule Promotions to Run During a Set Time Period
Create an automated rule to adjust CPC bids for a particular ad group. This will come in handy when you build promotional campaigns for the holiday season. In your ad group you want to include keyword combinations for your product and any holiday terms. For example: Black Friday car deals, New Years car sales, Happy Honda Days, Christmas car deals, etc. Use a rule to automatically enable this ad group 2 weeks before the sale and end 1 week after.
For B2B clients: Be wary of the times you choose to schedule your ad campaigns
- B2Bs should schedule campaigns to run only during business hours. But if there is a weekend event your target audience will be attending, schedule your ad campaigns to run during the event’s timeframe.
- If you need to spend budget quickly, consider creating a rule to increase budget and schedule your campaign to run constantly for a short burst of time. Analyze the data and see what happens
Reduce Bids for Keywords with a High Cost Per Acquisition (CPA)
Save time manually adjusting bids with a rule that will automatically reduce bids for keywords with extremely high CPA, but have zero conversions.
Increase Bids for Converting Keywords Below First-Page Bids
This is a great rule to have in your time-saver toolbox. Let’s say you have a keyword with high conversions, but just dropped below first-page bid. You can create a rule to automatically apply a 10% bid increase to all keywords that have over 10 conversions with more than 50 impressions and quality score greater than 5.
Set Up Email Alerts for Drastic Changes in Your Campaigns
Avoid ppc account surprises with performance-based email alerts that fire based on your most valuable KPIs. Set up an email alert to notify you of any drastic changes to your account, campaigns, ad groups, ads, or keywords.
Hopefully you’re now able to set up, test, and iterate on these automated rules to save you time and money. These rules are intended to make your ppc life easier because you won’t have to spend so much time doing the manual ppc account tasks, your time can be better spent thinking about your overarching ppc account strategy and how to optimize campaign performance.
Since the dawn of time there’s been a common misconception about marketing and software technology. Most people consider marketing and software tech two separate functions, much like right brain (creative) vs. left brain (analytical) thinking. But, technology is rapidly iterating upon itself as we transition into a completely digital world.
To stay relevant and profitable, marketers must adapt to thinking like a software developer.
Marketing + Technology = Success
Where does this misconception about marketing and software come from?
We sat down with Scott Brinker, co-founder and CTO of ion interactive and author of the book “Hacking Marketing” to learn how the rapid growth in MarTech impacts the modern marketer’s ability to apply a lucrative strategy. Passionate about all things marketing technology, Brinker regularly covers the latest #MarTech trends on his blog, Chief Marketing Technologist. In his new book, “Hacking Marketing”, Brinker provides a deep dive into the interaction between marketing and technology. The symbiotic relationship developing between these two industries is forcing marketers to become pseudo-technology experts.
To remain competitive and keep up with industry trends, marketers need to acquire similar technical skill sets as their counterparts in the engineering department.
The Nuts and Bolts of the “Agile Methodology”
While the relationship is still fairly new, top marketers are eager to figure out how these two industries will innovate together. Brinker introduces a framework that helps all companies, regardless of size, efficiently execute focused marketing objectives. The “agile methodology” suggests marketers parcel big projects into multiple short-term goals and distribute deadlines over 2-4 week sprints. Team members can give and receive frequent feedback and track progress over time. The idea is to ensure short-term goals align with capitalizing on bigger marketing objectives. In this way, the marketing team can work cross-functionally to manage more projects and work faster.
Challenges of the Marketing Technology Industry
Brinker offers advice on how to combat the looming challenges facing the marketing technology industry as it stands today. One prominent challenge he addresses is how not all marketing tech companies are the same, and shouldn’t be. We are in the midst of a rapid marketing tech boom and companies have adjusted to this seismic shift differently. For example, some of the larger brands elected to continue with the status quo and keep business as usual, while others try to adapt by expanding their outreach and networks. On the other hand, the nimble nature of start-ups make them prime candidates to better capture niche market audience segments.
Brinker recognizes the boundaries between the marketing industry and its sister departments remains unclear. Where do we draw the lines between marketing, product, customer service, sales, and even growth or analytics? Any successful marketing objective will need multiple departments involved in the execution. At this point, defining individual roles and department responsibilities becomes crucial to your sprint planning.
The marketing tech world is in constant flux. Scott Brinker reminds marketers how to stay agile in a highly competitive MarTech landscape. Brinker challenges brands to approach marketing tech with an open-mind in order to see long-term benefits.
Interested in learning more PPC advertising tips like this?
Tune in every Tuesday at 10 AM PST to catch the latest episode of #PPCPodcast.
[cta id=”10860″ align=”none”]