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For internal use by SQ Digital

PROJECT TEAM – How to – Prep for a SILVER Campaign Planning Meeting (CPM)

PROJECT TEAM – How to – Prep for a SILVER Campaign Planning Meeting (CPM)

Purpose of this How To Guide: To ensure Account Managers, SEO, PPC and Content Executives involved in the planning of a silver campaign plan know what information they are expected to bring to the campaign planning meeting.

Applicable to: Account Managers, SEO Executives, PPC Executives, Content Executives

Customers: Silver Customers

Timescale: 

  • Account Managers have a 30 mins task assigned to them to contact the customer
  • SEO Executives have a 30 mins task assigned to them to complete a Health Check
  • PPC Executives have a 20 mins task assigned to them to complete the PPC Check

 

This document refers to the SILVER Campaign Prep and Plan Form.

 

Introduction

Here at SQ Digital, we strive to provide our customers with an omnichannel approach, sending a consistent message through all the client’s platforms, including their website, social networks, blog and advertising campaigns, so that the message is loud and clear to their customers and their marketing strategy is as strong as it can be.

This How to Guide will talk you through which information is required by each member of the team involved in the planning of a silver interval campaign and how to use the accompanying form for this task.

Please note that this Guide refers to a templated document (SILVER Campaign Prep and Plan Form). You can find this document in the individual Customer’s Digital Assets folder on OneDrive (in the Work Plans folder). The URL for a Customer’s Digital Assets folder is found in the description of every one of their “Planning – Plan Next Interval” Tasks.

 

 

Things to Consider Prior to Filling the Form

  1. Has the customer requested that we focus on anything in particular? Research the pages and keywords we would target and how we would implement the customer’s request if feasible.
  2. Who will deliver all elements of the task? Do we need to involve D&D, for example? If so, check the feasibility with them before the meeting and check with the account manager if the client needs to be contacted for a possible increase in budget prior to suggesting the work.
  3. Does the page or website, as a whole, already perform well? If so, are the changes really necessary?
  4. What is the page already optimised for? Are you sending conflicting signals?
  5. How do the changes affect the rest of the website? For example, do new pages need to be added to a dropdown menus, categories or navigation bars? Does it need images and do we have them? Check with the Account Manager if the client needs to be contacted for a possible increase in budget prior to suggesting the work.
  6. Do we have login details? If not, this should go down on the campaign plan as a suggestion, not as a task until we have the access to the accounts.
  7. What is the value to the client and their customers? Pages that generate the highest revenue for the client are the primary focus. Other issues should wait until the primary pages are optimised and performing well.
  8. Does the data back it up? Always provide data and reasons as to why you are suggesting changes or actions.

 

Account Managers

Account managers must contact the client 2 to 3 days prior to the campaign planning meeting to acquire the following information:

  • Does the client want to push or improve anything in particular for the next interval, such as a product, event, rankings or a page on their website?
  • Is there anything from the previous interval that we need to take into account? For example, large changes or improvements that have been split over several intervals and need to be delivered during the upcoming campaign plan.

Add the information requested above to the SILVER Campaign Prep and Plan Form with the details of what has been agreed with the customer.

If you have been unable to get hold of the customer or if the customer didn’t have anything specific that they would like to push, please ask the SEO Executive to provide a focus/angle for the campaign.

Next step:

  • Add a note to the “Planning – Plan Next Interval” task, with a link to the completed form, informing the PPC Exec that the form is ready for their input, or the SEO Exec if the client doesn’t have a PPC package
  • Mark your phone call task as completed
  • Be prepared to discuss this information at the Campaign Planning Meeting (CPM)

 

PPC Executive (if applicable)

  1. PPC Checks Analytics Report
    • Acquisition:
      • Compare recent calendar month to previous period and to previous year.
      • Highlight and explain any issues with loss in metrics (emphasis on sessions and users).
      • May need to liaise with SAPM (Social & Paid Media) to know if there have been any significant changes within an account.
      • Use figures AS WELL AS percentages!
    • Behaviour:
      • Look at landing/converting/exit pages to get an insight into what pages (if any) have lost traffic (or more importantly gained traffic) or what pages could be improved. Don’t forget to utilise the tab at the top of the page to switch between all users and Paid traffic.
      • Check bounce rates for landing pages to see if any are not answering the user’s question appropriately or have UX issues.
      • Check which blogs and pages are receiving the most traffic, suggest fixes and updates if necessary, and link to product pages to maximise customer journey. Does the blog use a strong, clear CTA? Does the design need improving? Are there good links/ways to filter users into other parts of the website?
    • Conversions:
      • Check if goals are tracking well. If not, investigate further to see if there is an issue. Are there noticeable drops/increases? If so, what source or page have these come from. If no goal tracking is implemented, raise this in the meeting.
      • Look for causes and possible solutions for relevant and acute drops/increases.
      • Check device performance – should we be making on-site changes mobile or desktop first? What can SAPM push more aggressively. Split of traffic by device.
    • Attribution:
      • How sources/mediums are working together, any patterns (i.e. Remarketing playing a strong role in generating leads, increase budget for this).
  2. Converting Keywords
    • Check ad campaigns, organic rankings and ranking page for what keywords are performing best.
  3. On-site Concerns
    • Check forms and pages that are not performing well for any CRO/UX issues that could be improved. For instance, making a CTA more obvious, making forms shorter, making the overall appearance of the page better from an UX perspective.
  4. SEO/Social Feedback (if relevant)
    • Any possible improvements/issues with other sources such as SEO/Social. Don’t spend a lot of time on this, but look for anything obvious.

Next step:

  • Add a note to the “planning – plan next interval” task, with a link to the completed form, informing the SEO Exec that the form is ready for their input
  • Mark your prep task as completed
  • Be prepared to discuss this information at the Campaign Planning Meeting (CPM) if you are required to attend.

 

SEO Executives – Health Check

The Health Check is the technical SEO aspect of the Campaign Plan. It highlights what technical issues the SEO team needs to fix in the near future.

Using the SILVER Campaign Prep and Plan Form, fill in the necessary information including:

  • Topvisor Report
    • Check reports over the last 3 to 6 months and see if there are any relevant keywords that over a longer period of time have suffered a decline. Look at their importance and relevance to the client and suggest fixes if necessary and relevant.
    • Also add a section for keywords that have improved considerably over the same period of time.
  • Google Search Console Report
    • Check for security warnings or manual actions.
    • Raise anything urgent with HTML improvements, crawl errors, indexing, sitemaps, and robots.
    • Check for Structured Data and Data Highlighting and recommend if absent.
  • Google Analytics Concerns
    • Admin – Property Settings – If client has had an SSL installed, check that the default URL being used by Google Analytics is indeed the https version.
    • Acquisition – Compare recent calendar month to previous period and to previous year. Highlight any issues with loss in metrics (emphasis on sessions and users).
    • Behaviour – Look at landing pages to get an insight into what pages (if any) have lost traffic or what pages could be improved. Don’t forget to utilise the tab at the top of the page to switch between all users and Organic traffic.
    • Behaviour – check bounce rates for landing pages to see if any are not answering the user’s question appropriately or have UX issues.
    • Behaviour – check which blogs and pages are receiving the most traffic, suggest fixes and updates if necessary, and link to product pages to maximise customer journey.
    • Conversions – Check if goals are tracking well. If not, investigate further to see if there is an issue. You may wish to liaise with PPC regarding this if you’re struggling. If no goal tracking is implemented, raise this in the meeting.
    • Look for causes and possible solutions for relevant and acute drops.

 SEMRush Concerns

    • Highlight site health percentage
    • Check overview for broken pages.
    • Quick summary of critical errors / warnings that need actioning.
    • If Alt Tags are an issue, run the website through Screaming Frog to find out how many Alt Tags need fixing.
    • Does site have an SSL? If not, add it to the campaign plan as a recommendation.
    • Is WordPress up to date? If not, add it to the campaign plan as a recommendation.
    • Is a keyword audit necessary? If so, add it to the campaign plan as a recommendation.
    • Is a site audit necessary? If so, add it to the campaign plan as a recommendation.
  • Page Speed Concerns
    • PageSpeed Insight check
    • Mobile Specific check

 

The following task is not essential. If the budget doesn’t allow and the client doesn’t request it specifically, please use your discretion on whether or not this check is necessary.

  • Google My Business
    • Is all the information complete? Business description, contact details, opening hours, images, questions being answered, possible posts.
    • If multiple locations are under the same business name, are they all consistent?

 

SEO Executives – SEO Recommendations

Following the Health Check and taking into account the information provided by the account manager, provide suggestions of 1 to 3 SEO tasks you recommend be performed for the client as a matter of priority.

Describe what the task is, your reasons for suggesting it, and the amount of time you believe it will take you to complete it.

Next step:

  • Once the SEO section of the form is complete, delete the “things to consider” section and leave only the feedback from the account manager, PPC and your suggestions and report.
  • Add a note to the Health Check task including the link to the completed form; include everyone attending the meeting, letting them know the Health Check has been completed; and complete the task
  • Add a link to the Planning task with the completed form
  • Be prepared to discuss your findings at the Campaign Planning Meeting (CPM)

 

Content Executive

  • Have a look at the feedback provided by the account manager, PPC and SEO Execs
  • Have a look at the client’s idea bank for ideas that could potentially be used
  • Check blogs that are attracting viewers but have high bounce rate and low on-page dwell time on. These could possibly be rewritten or improved if they are already attracting traffic
  • Using your findings, suggest 2 to 3 content ideas for the following interval
  • Be prepared to attend the meeting and discuss ideas

 

After completing the Form

  • The SEO Exec is responsible for the planning of SILVER Campaign Prep and Plan Form, so they must have the form ready for discussion during the campaign planning meeting.

Next step:

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