Growing PPC Campaigns Is Easy

Posted by: Ian Comments: 4 comments so far

Mar. 01

While I’m passionate about all the topics I discuss on PPC Ian, today’s is toward the top of the list. It’s at the top of my list because I’m about to reveal one of the most fundamental secrets behind success in corporate PPC. My secret is extremely simple, but also extremely difficult at the same time. Let’s jump right to the punchline: Growing pay per click search engine marketing campaigns is very easy! I’m serious here. There’s absolutely zero magic. If you have a basic understanding of business operations and math, you are totally capable of understanding all the mechanics behind PPC.

Easy Road

Of course, this is only half of the picture. If PPC were so simple, why do some organizations fail while others succeed? Why do some managers make it to the top and others lose the game? Here’s the difficult part: You need to be an absolute master of process, systems, and execution to thrive in pay per click. While the fundamental mechanics of pay per click are reachable, building scalable systems and consistent execution (on the right projects) is extremely challenging.

Recently, I wrote all about conditioning your PPC mind to focus and execute on difficult PPC projects. When I say "difficult" in this article I really mean "difficult to execute". In theory, the mechanics of what you’re trying to accomplish (especially on a small scale) are not that difficult. However, the execution side can be extremely challenging for a number of reasons:

  1. You’re tired of doing the same thing over and over
  2. You’re constantly looking for the next big thing
  3. You find it challenging to stay focused through large PPC projects
  4. The scale of your keyword set is overwhelming and you’re having trouble building a system to scale
  5. You and your team become complacent and slow down the pace of execution because numbers are doing really well already

In addition to my tips around search marketing leverage, today I’d like to discuss basic pay per click strategies that are easy mechanically but potentially difficult in execution. I’m going to call out some of the execution challenges behind these projects and how you can overcome those barriers. The goal of today’s article: Let’s grow your pay per click campaigns to the next level by executing on the right projects!

PPC Project 1: Consistently Deploy Keywords

Rewinding to my first day in pay per click, I can remember my checklist vividly. Towards the top of my checklist, my manager had something like this in bold: "Deploy keywords each and every day. Keywords are the fundamental driver of growth." Today, this statement is more truthful than ever. However, it constantly astounds me that very few organizations deploy keywords daily, weekly, or even monthly!

There are a number of things that get in the way. The big ones: categorizing keywords, finding the right adgroups, determining the right bids, and simply doing it! My suggestion: Build a system and then execute on it every single morning, pay yourself (and your campaigns) before doing anything else! Your system may include PPC automation, it may even include hiring an intern or two. The key here is developing the most efficient system possible and then running that system as if your life depended on it, no matter how mundane things may become. (It’s ok if you feel like that guy on LOST pushing the button over and over if the results are powerful.) Remember, numbers going up and to the right are never mundane!

PPC Project 2: Consistently Test Ad Copy

Just like keyword deployment, I’m consistently shocked by the small number of organizations that routinely test ad copy. I’m shocked even more by the small number of organizations that leverage statistical significance in their framework. Just think about it: An improvement in ad copy will not only benefit that campaigns you’re testing on, but will potentially lift all (or many) campaigns across all accounts across all search engines!

My overall advice: Develop a framework (in conjunction with your stats team or someone who’s really great at math) and execute upon it routinely. Never fall into a rut and always remember to retest old copy because trends change over time. As another huge tip (one that applies to ad copy testing but also everything else in today’s article): Never become complacent. I’ve seen it many times: The campaigns are doing extremely well and beating expectations so the team starts to take it easy, focus on non-core activities such as beta tests and meetings, and execution on core projects halts to a grind. PPC is volatile so when the storm hits, the system is broken and the team disappoints. In pay per click, even when things are good, I always like to anticipate the bad days and overcompensate for them in the present. If you always force yourself to execute on core projects (and leverage fear to fuel your execution), it is possible to always hit numbers (even when the storm hits).

PPC Project 3: Add Negative Keywords and Sites Weekly

In my opinion, it’s impossible to make broad match work effectively without the right set of negative keywords. It’s impossible to make Yahoo work without the right set of negative partner sites. It’s impossible to make content match work without the right set of negative sites. The natural solution: Add negative keywords and sites weekly. The challenge: Nobody does it. Just like the other tips, it’s up to you to build a system and execute. A system does not always need to include yourself of your team. Make the case to management that you need to expand your team or outsource certain tasks. I’m a tremendous fan of managing remote India SEM Teams.

PPC Project 4: Update Bids Regularly

I’m leaving my favorite project for last! Everyone updates their high volume keywords regularly. However, when it comes to the mid volume and low volume keywords, bids are regularly updated. Why? There’s never enough statistically significant data when you use the same time offset as with your high volume keywords. The solution: Leverage different time periods to evaluate different keywords. The challenge: You need software to accomplish this effectively. This is where many organizations stop. My challenge to you: Audit the solutions out there, think through the build versus buy decision, and make it happen! Your numbers will be thanking you!

Image of Easy Road © iStockPhoto – Joni_R

Posted in: Campaign Tips, Leverage | Tags: , , | Comments: 4 comments so far, join the discussion!

Breaking Up The Pay Per Click Grind

Posted by: Ian Comments: Be the first person to comment

Jan. 28

If you’re in the corporate PPC world, you definitely know that things can get rather crazy. After enough analysis, keyword generation, keyword deployment, bid changes, ad copy tests, landing page tests, account restructures, product requirements, and executive presentations, your head can really start spinning! I’m here to tell you that it’s all about PPC longevity. After all, longevity has been one of the cornerstones of my early success in the corporate pay per click world. Today, I’d like to take a step back and discuss ways of breaking up the PPC daily grind. Whether you’re an associate or director, I strongly encourage you to take these tips seriously. At the end of the day, they will only increase your employee retention and team morale!

Tip 1: Attend Search Engine Marketing Conferences

Daily Grind

Search engine marketing conferences have been extremely good to me over the years. They’re incredibly beneficial from two angles: First and foremost, conferences present the ultimate networking experience. As someone with well over 500 connections on LinkedIn and a big binder of business cards at home, I cannot say enough about the power of networking. At the end of the day, people are everything in terms of finding long term success in your corporate pay per click career.

Second, conferences are extremely worthwhile in terms of staying up with current trends and sparking innovation. The natural tendency in PPC is to think you know it all. Well, at least that’s my natural tendency. The problem, however, is that things change extremely fast. Even if you know everything today, you won’t necessarily know it all tomorrow. Even if you’re consistently innovating and driving the direction of the industry, a great speaker can totally spark new ideas.

Directors, managers, and team leads: My overall suggestion here is that you get your team full passes to the major conferences such as Search Engine Strategies (SES), Search Marketing Expo (SMX), and ad:tech. I’ve been at companies in the past that have unfortunately been cheap about getting full passes. I definitely suggest pushing for full passes. It’s an extremely small investment in your team’s education and morale, one that will pay huge long-term dividends. From my personal experience, I always come back from conferences extremely energized, full of new ideas, and ready to go! Thinking about things through that lens, conferences are the ideal way to break up the daily PPC grind.

Tip 2: Enjoy PPC Team Activities

I like to compare pay per click campaign managers to Wall Street traders. We’re in the details of a very competitive and focused trade. For that reason, we often forget to take a step back and get away from the computer. From my experience, team activities are always a very welcome break from day to day campaign management. Moreover, the bonds formed during team activities can directly improve teamwork within the office.

My suggestion: Plan a team activity at least once very six months and ideally once per quarter. Some great examples include go-karting, miniature golfing, and bowling. I particularly like team functions that involve actual activity because we’re typically at the computer for so much for our day. The key here is that the team activity is held during the workday and that it concludes right around the time people typically leave the office. That way, the team activity functions as a true reward. Also, team activities are always more rewarding if the company pays for them!

Tip 3: Schedule Regular PPC Team Lunches

This tip is very similar to the last one, but I suggest an increased frequency of perhaps once per month. It’s too easy to rush out of the office and grab a quick lunch, only to come back and start working again right away. From my experience, the time savings from a quick lunch does not add any value. If you actually break up the workday and increase the "fun" factor, the entire team gains immense productivity. For that reason, I highly suggest having PPC team lunches to celebrate milestones, birthdays, or really any reason at all. Another great idea: Invite members of other teams as well, it’s a great way to learn something new!

Tip 4: Proactively Assist Other Departments

One of my absolute favorite things about pay per click search engine marketing is the fact that we’re in the center of it all. PPC is an operationally intensive role, one that involves useful data. For that reason, I enjoy thinking about proactive ways to assist other departments. Some simple examples: Share your PPC keyword list with the SEO team, share your top ads with the design team, send competitive benchmarks to the partnership team. At the end of the day, there exists a plethora of ways you can directly help your coworkers in other departments. Not only will this break up your day a bit, but it will help your overall organization grow. Moreover, I truly believe that the more you give, the more you receive. Next time you need help from someone else, you can rest assured that help will be available immediately.

Tip 5: Give Back To The Paid Search Community

I created this blog to give back. I regularly enjoy acting as a reference for old reports. I thoroughly enjoy writing letters of recommendation. At the end of the day, it’s all about giving back in my opinion. The best managers in the world are your manager for life. It doesn’t matter if you’re at a different company. If someone’s a great manager, they will always support and invest in your career. This is how I view management. Unfortunately, this is against the grain of many managers out there.

My strong advice: Invest in old reports and co-workers. I’ve found this to be a very powerful way to help the community while breaking up my day a bit. Like I said in the last tip: The more you give, the more you will receive. Corporate PPC is a very small but rapidly growing community. Give back today and make a real difference, while keeping things fun and interesting.

Image of Daily Grind © iStockPhoto – BeholdingEye

Posted in: Attitude, Career, Leverage | Tags: , , | Comments: Be the first person to comment!

Controlling Your PPC Mind

Posted by: Ian Comments: Be the first person to comment

Jan. 13

So it’s 2010 and you’re looking to get promoted in your PPC career. At the same time, you value your work-life balance. You can’t imagine working 80 or more hours a week, trading your personal life for promotion. Well, I’m here to tell you that you absolutely don’t need to! In my opinion, it’s totally possible to ascend the corporate PPC ladder while enjoying your personal life, on a 40-60 hour workweek. How are you going to do this? It’s simple: You need to work smart by programming your PPC mind. Today, I’m going to uncover three of my favorite mind games to unleash leverage in your PPC career.

Force Yourself To Work With Extreme Efficiency In Pay Per Click

Blue Lightbulb

I honestly wrote 40-60 hours above to be conservative. As someone who’s ultra-efficient, I totally believe that the 40 hour workweek is possible in PPC. Just think about the time that gets wasted during the day when you’re:

  • Surfing the Internet (unrelated to work)
  • Logging into your Facebook account
  • Taking a really long lunch
  • Chatting with friends
  • Working at a slow pace
  • Getting distracted and jumping between projects
  • Just sitting there (or even dozing off) without actively doing work

Now, just think about what would happen if you were incredibly focused the entire workday. You came into the office with the "I’m here to work hard" mentality. You actively fought against your mind when it tried to tell you to lose focus. (Believe me, my mind’s natural tendency is to defocus.) The answer is simple: You would get promoted faster and reduce the duration of your workday, dramatically.

In my opinion, all it takes is a little conscious effort and the recognition that you need to force your mind to focus. When you accomplish this, the amount of work you can get accomplished in the normal workday is astounding! While all of this is applicable to any job, it’s especially applicable to PPC because we’re often juggling more priorities than we can count while facing the pressure of hitting numbers. We’re in a situation that promotes defocus. Force your mind to focus and you’ll be on your way!

Two other tips to stay focused in PPC: First, Make sure to vary your workplace. I like to switch between my company’s two offices and even spend some time working at Starbucks. The variety really keeps my mind from defocusing. Second, take time off when you need it! PPC is like a sport, especially when you’re ultra-focused. This amount of focus can be quite draining. If you’re able to really force your mind to focus, I suggest scaling back your hours and taking off days when you need it. Your mind needs time to recover.

Force Yourself To Be In a Charged, Positive Mood Every Single Day

I absolutely love this tip. Are you naturally happy every single morning? Of course not! Even if you’re like me, in the career of your dreams, sometimes you’re tired and grumpy. It’s ok and perfectly natural. Now, I’d like to highlight another awesome opportunity to control your mind. Take a step back and realize that you’re the one in control, not your mood. My strategy: I like to hype myself up. I’ll straight up lie to myself. "Ian, you’re not in a bad mood. You’re in a good mood. You’re the man! You’re PPC Ian!" I’m serious here. After a while, I’ll believe the lie. I’ll program my mind.

Now, let me let you in on a secret. In my opinion, positivity is one of the greatest factors in promotion. Nobody wants to promote the disinterested employee. They want to promote the employee who loves their job, the person who lives for the company. It’s as simple as forcing your mind into a hyped up state even when it’s not. It almost becomes a game. How hyped up can you be when facing difficult situations? As I mentioned in a previous post, PPC perception is reality. If you’re always in a positive mood, you’re carefully crafting the best possible perception.

Some other great points about positivity in your search engine marketing career:

  • Enthusiasm is very contagious. You’re not only hyping yourself up, you’re setting the mood for the entire team. You’re acting like a PPC leader.
  • Those that have a positive outlook tend to realize their goals. When you start thinking negatively, you’re stepping away from your goals. I’m a big believer in The Secret.
  • I’ll consistently hype myself up before any meeting or call that involves sales. Sometimes people think I’m crazy talking to myself in a conference room but it totally pays off.

As a closing piece of advice, make sure to give yourself extra rest. It can be very tiring if you’re in a charged mood all day. You need time to recover so you can consistently deliver results.

Force Yourself To Avoid Conflict and Anger

There’s no way around it. Even if you’re a nice guy like me, you’re likely to get into a situation once in a while that has conflict potential. It’s probably not even your fault. Someone does something (either unintentionally or even intentionally) to step all over you and you’re upset. My advice: Do absolutely whatever it takes to be the bigger person. I repeat, never show emotions of conflict and anger at work.

This is very important in your PPC career. We’re naturally under a bit of stress in pay per click. We’re managing to stretch goals and have a plethora of projects in mix. Now, throw on top of that the fact that someone might not be playing by the rules and you have the potential for career disaster.

However, if you’re smart and have perspective you will always handle the situation gracefully. My two pieces of advice: First, never react right away. If you feel like you’re going to get upset, take some time to really think about it. Sleep on it. Never start sending that nasty email before it’s really well thought through. In fact, once you think it through, you will never send that email, trust me. Second, make sure to exercise regularly. If you get upset at something, it’s very easy to take out your aggression at the gym and then come back to work the next day in your charged, positive attitude.

While this is probably the most difficult mind-controlling trick, it’s the one that shows the most maturity. If you’re able to consistently work efficiently, stay positive, and avoid conflict at all costs, you are playing the PPC game to win and will be promoted to the top. These are all attributes of the most effective pay per click leaders out there. These are all mind games that are directly under your control.

Image of Blue Lightbulb © iStockPhoto – BlackJack3D

Posted in: Attitude, Career, Leverage, The Game | Tags: , | Comments: Be the first person to comment!