5 Tips For The Travel PPC Marketer
I’m going to focus on 5 vital tips for travel marketers. From competitors to seasonality, we have experienced the ups and downs and want to share our experience with you.
Should you be in-house, agency, freelance or some combination of the above, you have probably managed paid search accounts of various sizes. I’m not talking about just budget-wise; number of keywords, ad groups, campaigns, accounts in an MCC…you name it! How do you manage your accounts based on the size of the business they belong to, though?
There are a lot of layers within individual companies, no matter how large they are, and odds are (there are always exceptions!) you won’t be consistently reporting your PPC work to the sole owner of a company who has no one else involved and speaks to only you. Even if it starts off that way, hopefully you grow the revenue from what you’re doing enough to grow their business/team…see where I’m going?
No matter what the situation may be, as a paid search account manager, you need to be prepared to get called in by whoever your direct report is for a meeting with all the C-level executives at your company or the one you represent. Why? Because you’re the man on the ground! If that upper echelon wants to start talking details – you’ve got a huge opportunity on your hands and now is NOT the time to blow it because you can’t explain the value of what you do! Maybe it isn’t Celebrity Apprentice-level serious (please read my sarcasm, there), but it is a shot for you to earn your spot and you don’t want to waste it.
Keep the following tips in mind every day and you’ll be more than ready if you get called in to show your stuff to the C-suite:
If you can maintain this kind of presentation style and consistency when given the opportunity to prove the value of PPC to a group of C-level executives, you’ll be given much more opportunity down the road to continue improving that value.
Tell us about some of your experiences! When you’ve been in one of these situations, how did you prepare? How much information were you given ahead of time? Were you surprised or caught off guard once in the meeting? And ultimately – how did it go?! Share your thoughts with us in the comments section below and thank you for reading!
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