In Digital Menta we don’t like to stop. Our greatest enemy is called routine and so we are continually innovating and looking for new ways and methods to do our job better. The last idea we’ve had is called SEM game and we promise you that after reading this post you’re going to want to try it with your team. Are you ready?
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It is a team activity that develops internally in the company and aims to transfer knowledge ABOUT SEM among players: the Account managers. They yield a limited time one of their accounts to another player, who evaluates it in detail and offers recommendations for the campaigns, also detecting new opportunities and weaknesses in the operational practice.
The game is based on constructive critique and also encourages the “Out of the Box” thinking: it promotes the contribution of different ideas, regardless of the real possibilities of carrying them out once the game is finished.
For Account managers it is often difficult to get abstracted in your routine and have a broad view of the possibilities that an account offers: new products that can be used, techniques, methodologies, creativity, etc. The operation occupies most of the time and the strategic thinking arises only occasionally, when analysing the opportunities of expansion. The results of the game will help us to have a more proactive attitude towards the client, planteándole improvements and making proposals before the time comes.
The accomplishment of a game of these characteristics is done with a clear objective, the same one with which one works in all the agencies of Adwords. This is none other than to increase the performance of your customers’ accounts. Now, in addition to this objective, what else is a SEM Game for?
On an individual level and for each of the company’s ACCOUNT managers, the SEM game is used to:
At the corporate level, the realisation of a SEM game can also be very useful to the company. The game helps:
Do you know what activities add more value to PPC optimisation? Those produced through testing – A new ad copy, for example, can improve the level of account quality And decrease CPCs. Account Managers understand this – through the SEM game they come to share ideas with people from the industry, who are results-oriented. They know the latest developments in the search market and have the competitive knowledge to apply it to an account.
Another interesting thing about the application of the SEM game is that there are a lot of techniques to handle Adwords campaigns and, how many of our accounts are inherited from other Account managers, we already know different ways of working, which extends the Understanding of the strategies of others and brings new ideas. In addition, as each of us has previous experience with different industries, we already know the competition and the most appropriate strategies to apply to our clients, which helps us to gain competitive advantage.
A proactive mindset is actually the most important trait for success in the field of online marketing, which is constantly changing.
The SEM Game is divided into three phases:
After sharing the accounts to analyse and share with our colleagues the peculiarities of these, we looked in the calendar one afternoon that all of us had relatively free. It takes time for analysis and subsequent discussion.
The agreed afternoon we put each one hands to work; For almost more than an hour we analysed the account we had been assigned, looking for opportunities for improvement and writing down every detail we saw in order to discuss it later with the account Manager.
Then we gathered the whole team together to put our work in common. It was a great experience because, in addition to receiving great optimisation tips, we were given the opportunity to get to know in greater detail particularities of our peers ‘ accounts.
The SEM game helped us to have a new perspective on the accounts we managed, and the next day the suggested actions were already being applied in the accounts. In some cases it also helped to make new proposals to customers, or to save proposals that can be used later in the accounts.
It helped us to put our analytical capacity into practice, and we saw the differences in the way in which each one performs this study: some at a more generic level, others more detailed or even numerical. All this will also help us to face the next game with more knowledge about how to do the study of the accounts.
Thanks to the game, each of us has obtained many tips, ideas and improvements to optimize our accounts in a way different from the one we are doing so far. The most important thing is that we have been suggested to implement actions that we had not so far thought of individually. Therefore, a synergy has been created, the result of the analytical work of our colleagues and the joint implementation with the whole team.
So, from our point of view, the most valuable thing that we have learned through this game is that from time to times we must contribute to our accounts new points of view as they allow us to see errors or opportunities that escape to the perspective of only one person, accustomed to seeing the same account day after day. We have to take advantage of the closeness with our co-workers, from time to time, not only when we feel stuck with an account, ask them to contribute their vision and give us some idea.
The result of the SEM game is materialised in a document with ideas that account managers can carry out in their accounts. Logically, some of them will not be applicable for reasons that transcend the players: because the client does not allow it, because it requires more investment, because there is not available the necessary tools, etc.
The obtained ideas are often focused on innovation, through the use of new SEM products, and less in the detail of bids, advertisements or more specific topics. This will depend on the time constraints we have to develop the game, at what level players can analyze the accounts.
The dynamics also help to find new opportunities in training, so that players can consider the need to make new courses or invest more time in acquiring knowledge in areas where they feel more insecure.
All Account managers maintain a positive attitude during the game, and the debate when it comes to drawing conclusions is open, so that everyone participates and makes suggestions.
We hope that after knowing the SEM game you are eager to present it to your team and try it with your accounts. Renew or Lose! Let’s Play?
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