Keeping Detailed PPC Records

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Nov. 15

In pay per click search engine marketing, a lot is going on at once. Even more is going on if you follow my advice around making progress in your search engine accounts. Now, if you’re like most search engine marketers, your records may be less than perfect. Today, I’m excited to discuss my thoughts around records in PPC and why they’re import both for the health of your campaigns but also your personal SEM career growth.

Good Records Will Help Your SEM Career

PPC To Do List

I’m going to jump right to the fun stuff. How can good records in pay per click help your personal career? It’s simple: Records are the easiest way to remember all the hard work you have invested when the time comes for your performance review. Pay per click is a very fast paced career. We’re getting so much done and often switching tasks so quickly that it’s absolutely impossible to remember everything you’ve accomplished. Here’s where good records come in. Take the time to thoroughly document everything you’ve done and then leverage this information during your performance review. Even better, proactively send your manager regular updates on your (and your team’s) accomplishments. One of my all time top teachings about the search engine marketing game: If you don’t proactively take credit for the projects you’ve completed, you’ll never get credit. It’s up to you!

Good PPC Records Will Improve The Performance of Your Campaigns

Now, let’s see how good records will help the performance of your campaigns. (As a side note: Again, this really is a career boost for you as well because solid campaign performance is the engine behind rapid career progression.) It’s all really simple: Too much is happening in SEM. Just think about all the changes and all the different people involved! Not only are you making changes, but everyone on the team is making changes, your search engine reps are making changes, search engines are changing their algorithms, the engineering team is regularly updating the site, and the list goes on. Keep track of everything in a detailed manner and it will greatly improve your campaign management abilities. Good records will instantly answer many of your campaign questions.

How Do I Keep Good PPC Records?

So I’ve convinced you and you’re ready to improve your record keeping practices. I’ll start out with an interesting story. When I first started out managing teams in pay per click, I used to print out every single analysis my team completed and kept them all in a binder which I carried with me everywhere. If I ever got a question about what we were working on or what was happening with a campaign, I would quickly pull out the binder and flip to the right analysis. While this is an extreme example, there’s nothing wrong with it and it only makes you look more prepared as a PPC team manager.

While I’m not carrying around the binder these days, I still take incredibly good records. Following are my favorite tips:

  • First and foremost, leverage your company’s internal task list infrastructure (such as Sharepoint) if they have one. If they don’t, talk to your manager and request that your company invests in one. Even if I finish a project that only takes one hour, I’ll open a ticket and then immediately close it just so I have detailed records. At the end of the quarter, you can easily look at all the completed tasks both for yourself and your team.
  • Second, if you’re a people manager spend at least 20 percent of your time planning, forecasting, and keeping records. If you’re an individual contributor, spend at least 10 percent of your time. While this may sound extreme, I’m a big believer in SEM productivity leverage. If you simply take a step back, you will immediately improve your productivity. If you don’t take a step back, it’s very easy to get absolutely lost in the sea of projects going on, losing your ability to see up from down.
  • Third, regularly send updates to everyone involved including your team and manager. Even though you’re tracking your projects in Sharepoint or whichever system your company uses, don’t assume everyone is on the same page (especially your manager). Send regular email updates on what was accomplished, what’s on your list, relative priorities, and most importantly forecasted and real numbers.
  • Finally, always include numbers with everything. I’m sure you already know it: numbers are everything in pay per click. As a pay per clicker, you need to become a master at forecasting. Always forecast the benefits of each project, but make sure to close the feedback loop and report back on the accuracy of your forecast. If you’re able to accurately forecast and consistently deliver results, you will get promoted quite rapidly.

To close out, I hope I’ve convinced you to keep good records and leverage them to your advantage in growing both your personal SEM career and also your campaigns. Moreover, I hope these tips provide some "quick wins" in your search marketing career. One things is for sure: I will continue to push myself each and every day to keep great SEM records!

Image of To Do List © iStockPhoto – nigelcarse

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Dress Up For Your Search Marketing Job

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Nov. 05

While today’s post really applies to all jobs, it’s especially applicable to those of us in the search engine marketing industry because we all tend to be young. Just look at me, I’m only 28 but I’m already a Director and have been managing people for over 4 years! I’ll jump right to the punch line: If you’re in the search engine marketing industry, invest in a solid business wardrobe and dress for success. The benefits of doing so are huge.

Why I’m Writing This Post

Business Suit

I really like today’s post because it’s high leverage. You don’t have to work harder. You don’t need to acquire new skills. You don’t need to stay at the office late into the night. You only need to focus on your attire and enjoy the benefits of this low effort, high leverage strategy!

I also feel this post is very appropriate for those of us in PPC because the tendency is not dressing for success. It’s nobody’s fault. Most people in PPC tend to be young. As an extension of our college days, we’re used to either dressing casually in a t-shirt and jeans or, for the more stylish, wearing “clubbing” attire. I’ve seen it time and time again: Managers and even senior managers showing up to work in their Friday night clubbing attire. Every time I see it I know I’m going to win the competition because of my strategy around dressing for success.

The Benefits of Dressing For Success In Search Engine Marketing

Do you want to get more respect from your superiors, peers, and reports? How about faster promotions? How about more face time with executives? How about more opportunities to present? These are just a few of the benefits of picking the right attire for your SEM job.

Just think about it: You’re only in your 20s but are already in a high powered management position, potentially overseeing multi-million dollar search marketing budgets. This is quite a lot of responsibility early on in you career. (Side note: This is one of the reasons why I’m such a big advocate of SEM as a career. There’s no other path to so much responsibility at such a young age.) Now, how do you show the company, your manager, your peers, and your reports that you’re serious about all this responsibility? You dress for success. When you dress for success, you immediately inspire confidence. You immediately gain respect. You immediately catapult your SEM career to the next level.

How Do You Dress For Success In Search Marketing?

So, I’ve convinced you. Now, how do you dress for success? First, I’ll start off with the list of things to avoid. Please avoid “clubbing attire”. You know what I mean: tight jeans, tight shirts, loud colors, clothes with glitter on them, etc. I realize that a lot of these weekend pieces are expensive. However, price has nothing to do with it. No matter how expensive your clubbing clothes, please save them for the weekend. Next, you’ll want to avoid casual clothes such as shorts, jeans, and t-shirts. Unless you’re frequenting the office on the weekend to get a little extra work done, there’s no good reason to wear casual clothes. Last, you’ll want to avoid wearing the same outfit over and over. Establish a solid wardrobe with a good amount of variety. Otherwise, you might get categorized as the person with only one outfit.

Now, let’s discuss what you should wear to your SEM job. It’s actually quite simple. Pick classy, conservative clothes. Long sleeve dress shirts and slacks are optimal. The fit should be perfect, not too tight and not too loose. If your office is a bit more formal, wear a sports coat or suit. As a great guide, understand what your boss wears. Leverage that knowledge to understand how formal you should go. Important disclaimer: Never “one up” your boss. It’s important show respect where respect is due, use your intelligence to dress at your level.

This Is All Psychological

So I know you’re probably sitting there right now thinking this all sounds superficial and that nobody’s sitting there consciously analyzing your wardrobe. You’re absolutely right! However, this strategy has nothing to do with the conscious and everything to do with the subconscious. We are all humans and we judge each other subconsciously each and every day. Stand out from the crowd by dressing for success in your PPC career and everyone will immediately take subconscious notice. This is one of the easiest ways to rapidly grow your authority and responsibility. Moreover, it’s an awesome career tip because few people are following this tip in pay per click, creating an opportunity for you!

Image of Business Suit © iStockPhoto – SeanShot

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