Stroll’s Awards

Be More Successful…

1. Get them to Speak Your Language

2. Strike the Right Balance for Communication & Updates

3. Get Buy-In Every Time

4. Better Prioritize your Strategy List

5. Deliver Bad News…The Right Way

Let’s All Speak the Same Language

A) Speak About Everything in Terms of Profitability

Example:

- Testing Interest Category Marketing

- Research Indicated Lower CPAs &

higher order volume

- Thus, 10% increase in Profits is likely

Tip: Back strategies with Analytics!

B) Agree on Strategies, Goals and Timeliness

- Ensure everyone knows what to expect

- Confirm timelines & what resources will

be needed

- Set expectations to avoid questions later

- Prioritize time with other teams such as

Design or Legal

C) PPC Knowledge

- Explain the workings of PPC

- Your manager can be your biggest ally

- Focus the team on the right KPIs

Develop a CommunicationSchedule

MEETINGS• Progress Reports

• New Initiatives & Tests

• Questions & Feedback

• Brainstorming

• Other Channels

• Set Expectations

Best Thing You can do for Yourself!

EMAIL REPORTS• Periodic Updates

• Proactive Responses

• Daily Reports – Progress & Tests

• Gain Trust & Save Time!

Getting Buy-In

DO THE RESEARCH• Need Budget to Test Ads for Increased Profit

• 1 Week to CTR Significance

• 1 Week for Profit/Impression Significance

• Point out risk of profit loss but also what

you stand to gain!

• Determine Budget Needed

SO WHAT??• Be prepared for every question –

Why remarketing?

• Not just “for profits”

Break it down into the simplest solution

• Clear End Benefits• CR Just 3% -- So What?

• 97 out of 100 who expressed an interest leave –- So What?

• Serve more ads catering to their precise interests – So What?

• So we could on avg get a 5% CR, Lower CPA & thus More Profits!

Prioritizing

The 80-20 Principle• Maximum opportunity

• Minimum time & effort

• Get big wins knocked out first

• Excel is your new BFF

EXAMPLE• Goal: To increase profits by 20% from the Google Display Network

• Tactics can include:

1. Lower CPCs

2. Increase CTR

3. Increase Conversion Rate

4. Increase Impressions

5. Test Additional Ad Formats

Note: All numbers are for example only.

Control:

GDN:TOTAL:

Opportunity #1: Lower CPC 40%. Assume 30% Decline in Impressions

Opportunity #3: Increase Conversion Rate by 20%

Opportunity #2: Increase CTR by 20% in Content Network

Opportunity #5: Test Additional Ad Formats: Assume 15% Increase in Impressions, 10% Increase in CPCs, 10% Increase in CTR.

Opportunity #4: Increase Impressions by 20%. Assume 10% Increase in CPCs.

Priorities Will Be:1. Opp. 4 – Increase Impressions

2. Opp. 5 – Test Additional Ad Formats

3. Opp. 3 – Increase Conversion Rate

4. Opp. 2 – Increase CTR

5. Opp. 1 – Lower CPCs

6. Determine Budget Needed – $15K

7. Assign & Prioritize Design Resources

DeliveringBad News

Turn a Negative into a Positive

• Send out a detailed email to the team and then set up a meeting to discuss

• Prepare your notes, following this outline:

- Summary of the Problem

- How Much is it Costing You?

- What Have You Done About it?

- What are the Next Steps to Turn it Around?

- In What Time Frame Do You Expect Recovery?

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