Ada Pally will be speaking on PPC at the Engage Conference, which will take place March 9, 2017 in Portland. For more information, or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
I have been working in the Digital Marketing space for over 12 years and fondly remember the dawn of Adwords and Facebook ads. I was immediately drawn to the ability to measure acquisition efforts and its enabled me to experience working with companies of all sizes, in a wide spectrum of industries and verticals spent many years working in house and as a consultant before diving into an agency setting. This wide variety of experience has offered unique perspectives on different challenges, and I’ve proudly seen the results of implementing effective holistic digital strategies locally, globally, from go to market to high growth to sustained growth stages. If I had to choose just one, I would choose SaaS model as my favorite digital marketing challenge.
2) What are the elements of a successful professional engagement between a search marketing agency and an enterprise-level business?
The universal requirement of transparency is especially important for enterprise level businesses, as the latent nature of enterprise acquisition facilitates softer attribution and requires deeper collaboration to understand all factors contributing to success or failure. Secondly, technical coordination combined with agreeable KPI’s/goal setting is key to ensure teams are working to the right short term and long term goals is a necessary component of success. While that might sound relatively simple, this is built on a foundation of asking the right questions, accurately forecasting, taking ownership and delivering on promises to build the trust required to succeed.
3) How does a search marketing agency distinguish themselves while competing for new business?
Search agencies or consultants can distinguish themselves in a variety of ways, but first and foremost, proof of a unique angle to success and the ability to repeatedly achieve and scale that goal is key. However, any decent agency will have that, so on top of that foundation, integrity is next. The ability to clearly articulate an understanding of needs and a path forward that acknowledges challenges, sets expectations, and a willingness to say no, or test into proving value, will develop trust quickly and that is invaluable. While the advertising industry as a whole is ingrained; digital advertising is far more fluid and changing at a rapid rate. Agencies or consultants with years of experience understanding the holistic goals of advertising, combined with the right approach to attacking new ad or targeting formats is key to being successful today.