smx east presentation - finding & succeeding with a search agency - lijo joseph @gobcm

1

Marriott Site Audience Retargeting Using Criteo

Capture Demand

Product Feed Updated Monthly

Finding & Succeeding With A Search Agency

About me• Award winning search &

performance media marketer

• Over 7+ years search experience working with B2B & B2C clients

• Client portfolio includes travel, retail, fashion, industrial, healthcare etc

@josephlijo@GoBCM

3

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

4

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

What is your approach to onboarding/transitioning accounts?

Build/Rebuild Ground Up Move it Over

6

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

Which tool(s) do you use to manage search?

“Don’t be fooled by the tools that they use” – Anonymous Search Diva

8

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

ExactMatch

Modified Broad Match

NegativePhrase/Broad

• Launch Initial keyword Set based on keyword research

• Expand to Queries from MB

• Launch 2-3 keyword phrases

• Monitor Search queries & add exact negatives

• Limited use of phrase & broad match types

• Effective use of negatives with match types to force exposure from exact match group (vs. what Google might choose to show)

What is your philosophy on campaign structure?

10

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

CPA

Incremental

OnlineROAS/ROI

Hybrid ROI

LTV Impressions

Clicks

CTR

CPC

How do you track & optimize your campaigns?

12

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

Who will be working on my search campaigns?

VS.

Brand A

Brand B

Brand C

14

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

Do you have a global footprint?

16

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

What is your experience with cross channel integration?

Direct Mail

Phone Calls

Search

Email

TV/Radio

Display Ads

18

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

Which search engines have you worked with?

Primary Search Engines Vertical Search Engines

Travel Retail Local

20

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

How can you help us beyond search?Performance Display Mobile/Local

Social

22

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

What not to ask your prospective search agency partner?

Don’t ask for references, find them yourself online

”Great Coworkers, Poor Senior Management, and Cheap Hires”Current Employee in Chicago, IL – Reviewed Jul 20, 2011”Disappointing but Entertaining”

Former Search Marketing Specialist in Chicago, IL – Reviewed Aug 23, 2011

24

What you will takeaway from listening to me?

Top 9 questions to ask your prospective search agency partner…

1. What is your approach to onboarding/transitioning accounts?2. Which tool(s) do you use to manage search?3. What is your philosophy on campaign structure?4. How do you track and optimize your search campaigns?5. Who will be working on my campaigns?6. Do you have a Global footprint?7. What is your experience with Cross Channel Integration?8. Which search engines have you worked with?9. How can you help us beyond search?

…and 1 question not to bother with.

Don’t ask for References find them yourself online

Need more questions ?

@josephlijo@GoBCM