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The San Francisco Giants and Online Marketing

By Guest Blogger Leave a Comment Apr 25 0

BaseballHey everyone, PPC Ian here. Today, I’m thrilled to share a fun guest post from my good friend Hillary Read, Marketing Manager at PPC Associates. Let’s jump right into it…

With baseball season upon us and San Franciscans sniffing rawhide, it’s time for a fun blog post: if the Giants starters were SEM channels, which would they be? (Based on Ian’s recent weekend musings about trips to AT&T, I’m guessing he’ll like this topic.)

One fan’s take:

Tim Lincecum – All the rage. The people’s choice. A merchandise-moving combo of style and substance. And like Timeline and its page-loading issues, Timmy’s fastball doesn’t get there quite as quickly as it used to. Yeah, he’s the Facebook of the starting five.

Matt Cain – Steady. High-performing. Reliable. Consistent. He’s not the flashiest choice, but he sure gets the job done. Sounds like AdWords to me.

Madison Bumgarner – He’s young, he’s developing, he’s already had a big impact, and just about everyone (Giants check-writers included) is betting on him going from star to superstar over the next year or so. Madison = mobile.

Ryan Vogelsong – He’s been around for a while (longer than you’d think). And while his performance used to be underwhelming, he’s better than he’s ever been, thanks to a trickle of adjustments and improvements, including better (retargeted?) control. Display it is.

Barry Zito – He was a whole lot more valuable 10 years ago, and just when you’re ready to write him off for good, he pulls out a gem and keeps hope alive. Do you Yahoo, Barry? (They also love him on Pinterest.)

Batter up…

– Hillary Read is the Marketing Manager at PPC Associates and is thankfully not in charge of any SEM accounts. But she is a huge baseball fan.

Image of baseball © iStockPhoto – 33ft

David Rodnitzky Interview, PPC Associates (2 of 2)

By PPC Ian Leave a Comment Feb 14 2

David RodnitzkyHey Everyone,
Today, I’m thrilled to share part 2 of my exclusive interview with David Rodnitzky, CEO of PPC Associates. PPC Associates is Silicon Valley’s SEM Agency. Before reading this post, I encourage you to first read Part 1 of my David Rodnitzky Interview. Part 1 of the interview is totally awesome and is not to be missed. Without further ado, let’s jump into part 2 of this amazing interview…

Is PPC Associates hiring? If yes, how can candidates get in touch with you?

To some degree, we are always hiring, though it depends on the level of experience. For candidates with 3+ years of SEM experience, good quantitative skills, and a client-focused attitude, we hire 365 days a year. Moreover, for the right candidate, we offer 100% telecommuting and to date have hired senior folks in Portland, North Carolina, San Diego, and Ottawa.

In general, we’ve grown pretty fast so regardless of your experience, it’s probably worthwhile to submit a resume, because if we aren’t hiring today, there’s a good chance we’ll be hiring in 30 to 60 days. I think the best way to submit a resume is to send it to careers@ppcassociates.com.

Any advice for entrepreneurs starting their own business?

PPC Associates Ad

Well, to some degree I don’t consider myself a true entrepreneur, so I have to tread carefully here. I tell people in Silicon Valley you either mine for gold or sell Levis to the miners, and I’m the latter!

For a service business, I think the two pieces of advice I have are to 1) remember it’s a small world and 2) pay for the right people. Regarding the first point, the vast majority of our new business comes from existing or former customers. So by treating clients right and trying to build lifetime relationships instead of short-term profit, you have a greater chance of succeeding long-term.

Regarding the second point, I’ve learned the hard way that you get what you pay for when it comes to building a team. Initially, we tried to build our business with recent college grads and overseas remote employees, but the amount we saved in salaries was offset by the extra management we had to apply to these team members. We probably didn’t overwhelm our clients with amazing service and results either, which is simply unacceptable.
So we now live by Malcom Gladwell’s notion that you need 10,000 hours of experience to be a true expert. To hammer this point home to potential clients, I always ask them to imagine that they’ve been accused of a horrendous crime that they did not commit (yes, I know, I scare potential clients). In such a circumstance, would they hire a recent law school grad for $25/hr or a criminal attorney with 10 years of experience at $250/hr? They then understand why we are so picky about who we hire, and how we can get the results we can get for clients!

Any campaign management tips for PPC professionals?

Test, test, test. Oh, and keywords are a fictional concept invented by Google (or maybe GoTo). Queries are what you need to optimize against, not keywords. We’ve written a lot of great whitepapers on our Web site that are all free – check these out and you can learn a lot about my philosophy around campaign management.

How do you see the SEM industry evolving?

I believe that traditional SEM is dead. Buying keywords and creating text ads is just one part of what SEM is today. Today you need to have expertise in search, social PPC, YouTube, mobile, display, landing page optimization, analytics, and attribution, to name just a few. To be great at SEM today, you have to understand the entire conversion funnel and touch every part of that funnel.

The SEM industry is evolving in the same way that many other professional fields have evolved historically – specialization and sub-specialization. In 1860, if you had a headache, you’d go to your local doctor and he’d try to diagnose your problem. Today, you might go to your general practitioner, who would refer you to a neurologist, who might send you to a movement disorders specialist, who might further refer you to a Parkinson’s Disease expert. The same thing is happening in SEM. We have Facebook PPC experts, YouTube pros, GDN gurus – it’s impossible to expect one person to be an expert at all facets of SEM anymore.

Any closing thoughts for PPC Ian readers?

Keep absorbing everything you can about SEM – the deeper you dig into it, the more you realize how much more you have to learn. I’ve been doing this for 12 years now and I feel like I learn something new every day!

Thank You, David!

David, on behalf of all PPC Ian readers, I want to sincerely thank you for the amazing interview. I’m certainly inspired and truly enjoyed the interview. PPC Ian readers, make sure to check out Part 1 of My David Rodnitzky Interview (if you have not already) and also don’t forget to stop by PPC Associates, Silicon Valley’s SEM Agency.

Images in this article © PPC Associates.

David Rodnitzky Interview, PPC Associates (1 of 2)

By PPC Ian Leave a Comment Feb 13 14

David RodnitzkyInterviews here on PPC Ian have been incredibly popular. I’ve been so fortunate to have secured interviews with top industry leaders. Today, I could not be more thrilled and honored, I have secured an exclusive interview with David Rodnitzky, founder and CEO of PPC Associates. PPC Associates is Silicon Valley’s SEM Agency. Just check out their billboards in Palo Alto and see for yourself. I’m a huge fan of David and his agency. They have grown quickly and have an amazing reputation because they deliver results and know their stuff (you may wish to check out their 7 Habits eBook). Without further ado, let’s jump into today’s interview! Today I’ll post the first half of this great interview and tomorrow the second half!

How did you get started in the SEM industry?

PPC Associates

I graduated from law school in 1999 and all I knew was that I didn’t want to be a lawyer. So I moved to San Francisco from Iowa because I wanted to live on the West Coast. Initially I took whatever job I could find, from helping QA a Barbie videogame, to doing legal research for a law firm, to consulting to the financial industry.

After about six months, I got an offer to work for a startup called Rentals.com as a "manager of strategy," whatever that means. About six months into that job, the Director of Marketing quit and there was no one in the company managing the marketing budget. So I just volunteered to do it, even though I knew nothing about marketing, and the company agreed to let me take a stab at it.

Initially I was working with an ad agency and a PR agency and paying each of them a retainer of $30,000/month (I did not negotiate these contracts!). Then one day I heard about a company called GoTo.com where you could buy advertising for a penny per click. I tried it out and I was shocked at the volume and quality of traffic I was getting. I fired the two agencies and shifted as much of our budget as possible to GoTo as I could. GoTo turned into Overture, which then turned into Yahoo Search Marketing, which was of course copied by Google AdWords. I was lucky to stumble into this stuff when it was all very new.

How did you decide to start your own agency?

In 2007 I was working for an etailer and managing a remote team in Bangalore, India. About once a quarter, I was making the 30-hour trip over to India to coordinate with my team. Toward the end of the year, my wife got pregnant with our first son, and traveling overseas suddenly seemed like a very bad idea. Plus, I had been working for startups for more than seven years at that point, and I was just burnt out. So I quit without any plan other than to spend time with my wife and new son.

For the first few months of 2008, I hung out at a coffee shop playing online poker and dabbling in affiliate marketing. Slowly, however, I started to get calls from friends in the industry asking me if I could help them with their SEM campaigns. The call volume kept increasing to the point that I stopped the poker and affiliate marketing (neither of which were making me particularly rich) and I focused full-time on the consulting.
From there, I eventually brought on a partner (Will Lin) to handle additional work, and we eventually started to hire staff, rent offices, build process and technology – and, as they say, the rest is history. Today we have 35+ team members, two offices, almost 60 clients, and we manage somewhere north of $60 million in online marketing spending.

What’s it like running an SEM agency?

It’s a lot of fun. We work with a lot of entrepreneur-driven companies, and it’s really exciting to be a part of taking a company from an idea to a successful business. I’m not the kind of person who can come up with a great startup idea and actually execute against it, so I enjoy living vicariously through our clients!
Of course, there is also a lot of stress running an SEM agency. We have to constantly stay on top of the latest trends in SEM, and more and more we are being asked by clients to manage their Facebook, display, mobile, YouTube, and LinkedIn campaigns. So we are constantly distilling new information and applying this to clients’ accounts. It can make your brain hurt, but I’d much prefer to be at a job where I come home mentally exhausted than numb from boredom.

What sets PPC Associates ahead of the competition? What makes you guys unique?

There are a few things we do differently from other agencies. First, we invented the concept of the two-day contract. We want clients to work with us because they are overjoyed by the results and service they are getting, not because they are locked into a long-term contract. So every client has the right to fire us at any time with just two days’ notice if we aren’t exceeding expectations. Fortunately, most don’t!

We also provide our clients with free landing page and banner ad design – this is also a concept that we’ve pioneered in the industry. We’re huge believers in conversion-rate optimization, and we’ve put our money where our mouth is by hiring a full-time designer to support our clients. A lot of clients don’t have internal resources for design, so this is a huge value-add for them.

Third, we have a pretty unique internal process for optimizing campaigns. We call it the Alpha-Beta process, and you can understand the foundations of it by downloading the whitepaper available on our home page. Alpha-Beta is a very granular process that creates incredibly targeted ad groups, each based on a specific query in exact match. We basically make it impossible for Google or any other search engine to match our clients on bad-performing queries.

And last but not least, we are obsessed (in a good way) with service. We run a Net Promoter Survey ® every quarter to make sure we are absolutely delighting our clients, and we make process and personnel changes continuously to improve our results. Our last survey yielded a 91% Net Promoter score, which is about as good as you can get, but we are always trying to get better.

What are some of the greatest challenges you face?

The biggest challenge I see is keeping up with the pace of online marketing. It’s hard enough to keep track of all of the AdWords betas and improvements coming out, but when you combine that with changes to Facebook’s ad platform, the rapid pace of innovation in the display media buying world, and everything else we touch, it’s a lot of information to absorb. Our solution – which has worked so far – is to hire channel-specific experts to be the internal "gurus" for our clients.

What are some of the greatest rewards of running PPC Associates?

The biggest reward for me is helping others to be successful and getting paid to do it. I love seeing our clients gain market share and get accolades from the press. I also love that we’re now employing more than 35 people in a tough economy. Happy clients and happy team members are about all I can ask for.

Stay Tuned – Part 2 of The Interview Comes Out Tomorrow

David, thank you so much! What an amazing interview. I’m totally glued to this one, and am so impressed. I can’t wait to post part 2 of the interview tomorrow. PPC Ian readers, make sure to check out PPC Associates today.

Images in this post © PPC Associates

Check Out My Guest Post About SEM Agencies

By PPC Ian Leave a Comment Jan 31 7

PPC Associates Blog PostToday, I wrote a guest blog post on the PPC Associates Blog titled How To Choose The Right SEM Agency. Please check it out and let me know what you think!

It’s always exciting to do guest posts because it’s a great opportunity to get in front of new audiences. You may recall that I did a Guest Post on Acquisio’s Blog back in December. Today marks my first guest post of 2012, the first of many. I highly recommend heading on over to the PPC Associates Blog and checking out both my guest post and their other amazing posts. Thanks PPC Associates for the great opportunity!

Image in this post © PPCAssociates.com

Download The 7 Habits of Highly Effective SEM eBook

By PPC Ian Leave a Comment Jan 9 1

I’m a huge fan of SEM eBooks and whitepapers, I try to read them all. Today I’m thrilled to share one of the best search engine marketing eBooks I have read, The 7 Habits of Highly Effective SEM by PPC Associates.

7 Habits PPC Associates

PPC Associates, one of the top SEM agencies around, is on a roll. If you work in the Silicon Valley like me, make sure to keep an eye out for the PPC Associates Billboards on 101 near Palo Alto. They absolutely rock.

PPC Associates co-founder and CEO David Rodnitzky wrote the 7 Habits of Highly Effective SEM. This 25 page eBook is quite detailed, it’s single-spaced and offers specific strategies on how you can improve your paid search campaigns. In my opinion, this is a must-have guide for both beginners and advanced SEM gurus alike. It’s truly in-depth, one of the most comprehensive around. Following is an outline of the 7 Habits that David covers.

  • Habit #1: Choosing the Right Search Engines
  • Habit #2: Choosing the Right Keywords
  • Habit #3: Creating the Right Ad Text
  • Habit #4: Setting the Right Bids
  • Habit #5: Creating the Right Landing Pages
  • Habit #6: Setting Up the Right Reporting and Tracking
  • Habit #7: Creating the Right Targeting

It’s the beginning of a new year. The 7 Habits of Highly Effective SEM includes great strategies and tips that will spark ideas to grow your search marketing program in 2012 and beyond. After clicking this link, you simply need to enter your name, email, company, phone, and monthly budget. Upon doing so, you will be able to download the 7 Habits guide immediately. I hope you enjoy this great eBook as much as I do!

Image of 7 Habits eBook © PPCAssociates.com

PPC Associates Billboards On 101 Rock

By PPC Ian Leave a Comment Jan 4 8

Have you heard of PPC Associates? Based here in the Silicon Valley, they are one of the best SEM agencies around. My personal friend David Rodnitzky started PPC Associates back in January, 2008. Now, PPC Associates has 25+ employees and manages SEM operations for some of the most powerful advertisers on the Internet. If you’re looking for an SEM agency, I highly recommend Contacting PPC Associates.

SMX Advanced Kenshoo PPC Associates

Geoff Shenk (Kenshoo), David Rodnitzky (PPC Associates), and PPC Ian at SMX Advanced Seattle 2011

I was absolutely floored when I saw the billboard pictured below driving home from work today! PPC Associates actually has two billboards on 101 in Palo Alto right around the University Avenue exit. This is prime billboard real estate and PPC Associates clearly went big.

While I’m all about online marketing, I’m also a big fan of offline marketing. Just check out my posts about WebEx’s Caltrain Station Takeover and Showtime’s Photo Booth in Las Vegas. You may also be interested in the guest from Vito Glazers about Offline Email Capture. Vito is CEO of CPA Tank, one of the top affiliate networks around, and his guest post is one of my favorite posts on PPC Ian.

In addition to being a cool case study in offline advertising, I’m thrilled about the new PPC Associates billboards because they officially put pay per click on the map. PPC as a career and industry is getting hotter and hotter. It’s advertisements like this that create huge awareness for our entire industry. Nice work David and the entire PPC Associates team!

PPC Associates Billboard

Image of PPC Associates Billboard © PPCAssociates.com

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About PPC Ian

Ian Lopuch (PPC Ian)Hi, I'm Ian Lopuch, also known as PPC Ian. I'm an Idaho-based real estate developer and investor, with an incredible passion for dividend stocks (and investments that provide true passive income for the long-term). In fact, I have built a portfolio of 37 positions that will one day pay for all of my living expenses. I enjoy blogging here about my passion for cash flow investing, while also sharing some other business and digital marketing insights from time-to-time.

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