When you can promise new clients a 250% increase in PPC campaign growth in a year, you must have a pretty good idea of what you’re doing. Bryan Gaynor, a Digital Marketing Account Manager at Hanapin Marketing, does. He knows a lot about PPC and digital marketing in general, but we invited him onto The PPC Show to talk about one of the newest forms of advertising – programmatic. You can listen to the whole episode for more details on the following topics:
1. “Reach the right person at the right time with the right message.” There are many definitions of programmatic advertising, but Bryan’s simple explanation mentions piecing all available data together to create messaging that’s personal to the viewer. Other definitions include the automated aspect of programmatic, where algorithms are used to purchase ad space.
2. “There are 80-90 other sources of inventory outside Google Display Network.” Though many marketers rely solely on GDN, programmatic offers access to up to 90 other sources of inventory. Taking alternative routes not only helps diversify your strategy, it could also lower your bids and increase conversion rates.
3. “If you want to sell anything, you have to specialize in it.” While Bryan doesn’t see a need to form a new team around programmatic, he does encourage managers to start testing now to gain an understanding that’s well-developed enough to properly recommend programmatic to clients. The principles are similar to how you’d set up a search or social campaign, so getting started is self-serve, but there are nuances managers will need to become familiar with. DoubleClick, The Trade Desk, and Centro are great starter platforms.
4. “You can get results with just $500 per month.” Bryan warns smaller budgets will yield fewer data points, which makes interpreting results a bit more challenging, but the minimal price to experiment with programmatic is very reasonable.
5. “Testing programmatic starts with what you’ve already tried.” You don’t have to start at the beginning to test out programmatic. Start with where you currently are, and use more in-depth reporting to further dissect placement and audience, so you can fine-tune messaging.
6. “The level of reporting with programmatic gets very deep.” Programmatic’s deep and detailed reporting helps surface information that might not show up in the reports you’re pulling now. Bryan’s worked with clients that were able to drill all the way down to adjust creative for viewers seeing ads on older phones.
7. “If it’s too good to be true, it probably is.” Though much of programmatic is automatic, it’s still important to keep a close eye on reporting, especially exchange or network reports. Taking a look at data related to impressions, traffic, and conversions will help flag and filter instances where performance might be incorrectly affected by non-human interactions (bots). Reviewing reports on a weekly basis will ensure you’re not spending money on wasted inventory.
Want all of Bryan’s tips? Listen to the whole episode below:
Bryan will be speaking at Hero Conf April 18th to 20th in Los Angeles (with AdStage CEO, Sahil Jain), where he’ll hold a session on programmatic for PPC managers. You can follow him on Twitter to stay up to date. For even more PPC wisdom, check out Hanapin’s library of resources.
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”.