Individual PPC experts or those running in an agency know to balance understanding data, communicating, and understanding people.
Your search team drives and measures strong results at the bottom of the funnel.
Are there more ways to leverage your PPC specialists team’s rare blend of technical skills, creativity, and communication talents? Yes!
Here are Seven Ideas to Get you Started:
1. Business Forecasting
PPC specialists are masters at forecasting. They have experience creating and running estimates to answer questions like, “How much additional revenue will I get if I invest an incremental $10k?” or “How much do I need to spend to get 100 leads next month?”
There are obvious limitations to forecasts; Access to historical data can diminish the accuracy of projections. But if you need marketing and business forecasting, consult your PPC agency for help.
2. Pricing Model Analysis
Search marketers can create models to help you understand revenue and profits under different scenarios. Also, for eCommerce businesses, search marketers can run tests to challenge or validate pricing scenarios.
For B2B and lead generation businesses, experienced search marketers have the skills to develop a framework to approach labor cost versus pricing on various service packages.
PPC specialists can help you identify ways to tweak your offerings to maximize value to the customer while minimizing labor costs.
3. Process Development
PPC specialists are skilled in developing streamlined processes for maximizing value and minimizing labor costs.
Large-scale digital marketing programs require complicated, nuanced steps. If you have abstruse, recurring, or labor-intensive processes in other areas of your business, consider consulting with a search marketing team member for advice.
4. Internal Training & Development
The world of digital marketing is a relatively high turnover. As the digital world evolves, marketing demands are constantly changing and growing. Thus, to maintain a sustainable marketing program, it is essential to have a straightforward method of sharing knowledge and transitioning projects between team members.
PPC Specialists have experience developing training materials, cataloging institutional knowledge, and teaching others.
If internal training and development is an area of improvement in your organization, consider contacting a search marketer on your team for ideas on improving knowledge sharing across teams.
5. Experiment with Design
Search marketers love an excellent A/B or multivariate test. At work, they improve PPC campaigns by designing landing page tests, keyword tests, budget tests, and creative ad tests. In their spare time, you may find younger team members A/B testing pickup lines at the local pub and mature team members A/B testing baby diaper-changing techniques.
Search marketers may have optimal shoelace-tying techniques developed through iterative experimentation to determine the optimal way to keep laces tied all day.
While these anecdotes are entertaining, they also indicate the potential value you may have in terms of expertise in designing experiments throughout your business.
Search specialists may find ways to generate non-SEM-related business insights through SEM experimentation.
6. Product Development
Search marketers have access to data on digital marketing trends surrounding your brand. They can look at search terms people commonly use when seeking out your brand to inform you of potential product opportunities.
They can evaluate overarching indicators of what people are looking to buy relative to what the competition can offer, helping to identify potential opportunities to exploit.
Furthermore, search marketers generally have a basic technical vocabulary and reasonably strong business acumen. This makes search marketers ideal as “translators” between non-technical leadership and technical contributors.
If you need product development ideas, want insights into what’s hot, or could use an inter-lexical translator in product meetings, reach out to your search marketing team.
7. Market Research
Search marketers have access to valuable market research data and can turn it into actionable insights.
Do you want to know how big the market is for Spanish speakers looking for prepaid cell phone plans in major US cities?
Do you want to infer the income levels of your customers based on how expensive the devices used to visit your site are?
Do you want to know which region your brand awareness is strongest or weakest in?
Where should you open a new store location? Or do you need to identify gaps in competitors’ strategies? Ask your PPC specialist.
Conclusion
PPC specialists are a special breed motivated by data and creativity; many team members will likely jump to take on a new project and use their unique skill sets in a new context.
Talk to your internal PPC specialists or your PPC marketing agency and find out how they can help you add value throughout your marketing program and your business in general.
