Today I’m going to talk to you a little bit about customer lifetime value.
There is no denying that account structure is super important. There are many accounts that I have worked on where an account restructure has dramatically increased performance. How? Good account structure improves an account in 2 ways.
First, it clearly defines to the advertising platform (Adwords, Bing, etc.) where you want your ads to show. This means that your ads should be serving how you expect them to and your keywords are not competing with each other in the auction. This ultimately should result in showing the right ads to the right people.
Second, it makes it easier to manage. You know where things are and the organization allows you to know what your account optimizations will actually do.
Last week I got a call from an 800 number. I didn’t used to answer the phone from 800 numbers until I realized that calls from both Facebook and Google come from 800 numbers. I had a minute so I risked being bothered by someone that wasn’t FB or Google and answered. It was Patrick from Google Adwords. He was calling to see if we would be interested in having someone from Google present to potential customers. I said yes right away. Obviously the sales pitch to a potential customer is a lot easier if a representative from Google is helping make the pitch. Credibility sky rockets.