Working with an agency can bring valuable resources (and time!) to the table, but it can be really hard to take that first step towards that sort of relationship. Our experts use their own unique perspectives to not only talk about the situations in which you could utilize an agency, but also how to maintain a healthy relationship once you're working together. You're sure to walk away with plenty of tips and on the path to becoming BFFs (best friends forever!) with your agency. In the presentation, experts from Cabelas (in-house) and Hanapin Marketing (agency) discuss different ways on how agencies and in-house ppc teams can (and should!) work together. You'll get expert-level tips like: *When and why you would want to utilize an agency to work with your in-house team *Tips on maintaining a healthy relationship once you're working with an agency *How a relationship between an in-house team and agency should work

1. How to Recover from the
Holidays Faster Than Your
Competition
#thinkppc
HOSTED BY:
HOSTED BY:
BFFs: 10 Ways Agencies & In-House
Teams Can Work Together

2. #thinkppc
Presenters
• Lance Wilson
– Paid Search Program Manager at Cabela’s
– @crestonwave
• Kayla Kurtz
– Senior Digital Advisor at Hanapin Marketing
– Blogger on PPC Hero
– @one800Kayla

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

6. In-House or Agency? OR BOTH?
#thinkppc

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WHEN & WHY

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Houston, we have a problem…
• Not hitting goals
• CPA up/volume down
• Competition increasing
• …………….

9. #thinkppc
It’s so bright! And shiny!
New features are rolling out
and others are being
altered…CONSTANTLY.
Can be hard to keep up &
maintain the rest.

10. I’m going to need you to come in for a few
hours Saturday…
Your to do list is not always
your own.
Initiatives handed out from
supervisors, etc. that require
attention.
#thinkppc

11. #thinkppc
Ain’t nobody got time for that!
• Keyword research
• Ad copy writing
• Competitor research
• SQRs/negative KW mining
• Code audits

12. #thinkppc
A new broom sweeps cleaner.
Tunnel vision HAPPENS.
Bring in a fresh set of eyes to
uncover what you don’t
know or to help with what
you can’t figure out.

13. #thinkppc
Man down! We have a man down!
Incredibly talented people
leave in-house teams every
day.
Agency can fill the gap in the
interim, to maintain
consistency & provide ample
time to find the best fit
replacement.

14. #thinkppc
Live Poll Question #3
#3 – Which way do you see agency/in-house
engagements being most successful?
#thinkppc
a) Full-time agency management (w/in-house support).
b) Full-time in-house management (no agency support).
c) Full-time in-house management (w/agency support).
d) Combination management (agency & in-house own or manage
separate portions of PPC).

15. #thinkppc
HOW

16. #thinkppc
When I dip, you dip, we dip.
• Shared Responsibility between
agency and in-house team
• Both Sides Sharing learnings and
reports
• Back end data from in house team
shared
• Branding Rules from in house team
clarified
• Full transparency between two
teams (account access available).

17. #thinkppc
Can you hear me now? GOOD!
• Communicate often,
clearly & early
• Promotions/special offers
• Category expansions
• Competitive landscape
• Industry benchmarks

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Stop! Collaborate and listen…
• BUDGETS
• When do budgets shift?
• What’s the budget split between
campaigns/channels/categories?
• Reasoning for budget shift.

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Agency tested, client approved.
• Full discussion & sign off
from all sides on testing
• Ad copy
• Landing pages
• Keywords/match types
• Expansions

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WHAT DID WE LEARN?

21. #thinkppc
Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.
o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

22. #thinkppc
Live Q&A Time!

23. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com