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Product manager, Interactive Marketing Services at ONI
16 March 2009 18:00pm
I'm tring to setup a bonus structure for my SEM specialists and I'm struggling to find goals that make sense. I'd like the goals to be directly attributed to the specialist and their efforts above and beyond campaign management. I typically offer bonuses on overall budget but I'd like to define something specific to the care and feeding of our accounts.
Any suggestions?
CEO at Econsultancy
16 March 2009 18:09pm
Couple of questions:
- It's not clear if you're 'in-house / client side' or an agency? Makes quite a difference for targets.
- Are you talking about PPC AND SEO, or just one or the other?
- What level of analytics / tracking do you have available (e.g. to sale? just clicks/traffic? Does it vary?)
The easiest way presumably would be to use an ROI metric that ideally would be based on an actionable metrics (like sales) or, failing that, based on volume/cost of traffic delivered?
Product manager, Interactive Marketing Services at ONI
16 March 2009 18:13pm
Ashley,
We're opening an agency concentrating on PPC a to start. Tracking varies based on the client but we do track all the way to sale whenver possible.
My fear is that many clients will just be looking to buy traffic until they mature into conversion-based marketers.
I'm not a fan of offering bonuses based on sales - especially since the SEM specialists manages the campaign and doesn't actively sell.
Looks like traffic volume may be the best option -- any suggestions on that front?
Thanks,
Patrick
CEO at Econsultancy
16 March 2009 18:24pm
Hi Patrick
When I said 'sales' I meant sales on the client's site - not sales of PPC services to clients. The latter clearly isn't really the job of the campaign manager; but the former should be? Though I know some clients aren't very enlightened and seem to just want volume/traffic and don't actually think about ROI.
Traffic volume is dangerous isn't it? Anyone can buy volume - just bid on any old keywords and burn through money. I think it has to be ROI based - there needs to be some way of measuring the *value* of visitors, not just the volume.
Jellyfish won our Innovation Award 2008 in the "Innovation in Digital Marketing and Team Management" category for the way that they run their internal teams' PPC incentives and remuneration. It is very ROI driven. Not sure I'm allowed to give you details but you could try and ask them!
Product manager, Interactive Marketing Services at ONI
16 March 2009 18:44pm
Ashley,
Thanks. I'll reach out to Jellyfish.
Patrick