Jul 06, 2022
In Welcome to the Forum
Leveraging PPC industry data in meeting rooms is essential to gaining support for the campaign. Still, digital marketers often struggle to prove the value of paid search to key stakeholders. On May 6th, we moderated a sponsored SearchEngine Journal webinar sponsored by Ashley Fletcher, Vice President of Marketing at Adthena. Fletcher found value in SEM data and reports, positioned the power of paid search, and shared tips on how to leverage it in the meeting room. Here is a summary of the webinar presentation. How to drive a paid search strategy with executives What PPC Pro can do PPC professionals with data and the right approach can influence executives in terms of driving a paid search strategy. Ideal preparation It takes time to prepare. Check the ghost mannequin effect following: Compose a message. Perfect delivery. Set expectations. Preparing for a meeting with senior management can be nervous. But understand that they are no different from other humans. The important thing is to find similarities (commonalities) to bring into the conversation. And in many cases, this always goes back to the consumer and the ultimate goal. Find its similarity to your audience and you will be in an equal competition. In addition, come to these meetings knowing that you have a list of 5 things you are proposing. If two of them are approved, it's actually a victory. Set expectations accordingly to avoid massive disappointment. What is your hypothesis? If it affects executives, it's a good tactic to make a hypothesis. What this is trying to encourage is a positive ideal of where you want your strategy to be. Pay attention to the words you use when giving a presentation. You need to maintain a strategy about where to go with executives and the vision to cast for executives. You want them to see strategic topics, including: Benchmark our performance and explain it to our business. Helps search to make your brand budget more effective. Improves paid and organic efficiency. Past conversion trend data and past spending. Efficiency and waste reduction. I don't want to talk to this audience about "campaign level" issues such as: Make an ad copy. Launch a new landing page. Keyword extension. etc. Always guide your audience to strategic topics of interest. Momentum Adjust the message accordingly. If possible, use the shortest amount of time to deliver the message.