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Live: Bringing PPC In House: How To Be Successful

Oct 7, 2009 - 10:20 am 1 — by Barry Schwartz

Filed Under SMX East 2009

Below is live coverage of the Bringing PPC In House: How To Be Successful from the SMX East 2009 conference.

This coverage is provided by Justin Davy of JustinDavy.com.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Bringing PPC In House: How To Be Successful

(10/07/2009)

10:34

Justin Davy: It's time to talk In-House PPC!

10:37

Justin Davy: Sometimes the people in your company can be more effective than the most skilled PPC expert. You know your industry!

10:37

Justin Davy: In House is typically much cheaper and offers quicker response times

10:40

Justin Davy: What you'll need for an In-House team:

Good Copywriter - there are always aspiring writers in your company - find them.
Someone Good With Numbers - have a math person, a pserons good with details and loves analysis.
Keyword Converter - understands what people search for, what converts, what gets clicks, and knows keyword tools

10:41

Justin Davy: There are more companies offering on site training now, but Search Engine Tutorials are also a great option that's FREE!

10:41

Justin Davy: Google offers some great education in their learning center http://www.google.com/adwords/learningcenter/

10:42

Justin Davy: If your using analytics tools, typically those companies offer training sessions. Take advantage of that training and work that into your contract.

10:45

Justin Davy: Hire skills and train about industry

10:50

Justin Davy: Bill from Siemens recommends putting together a mind map of tasks (daily, monthly, quarterly, yearly)

10:51

Justin Davy: Daily:
Review PPC management tools and Analytics
spikes in impressions
loss of clicks

keep a journal
new tests
all changes
results of yesterdays changes
this forms good basic habits

Make Quick Daily Changes

Based on Obervations
Pause ad groups/terms that run away, come back to them later
Start/Stop time framed projects

10:56

Justin Davy: Weekly Tasks
Deeper Analysis of PPC Tool Stats/Reports

Number of clicks per avg. cost per conversion
Increase Impressions while maintaining CTR
Change in Ad Positions (shows competitive landscape)
Number of Conversions
Daily budget recommendations (could be loosing potential traffic)
Review analytics 404 reports for broken landing pages

Improve top and Bottom AdGroup Performers

Expand keyword research
Add new terms
Add New negatives
Edit worst performing ad copy to beat the best

Improve Top & Bottom Account Keywords

The Google interface is fantastic at filtering, highest cost, highest impresssions with lowest conversion rate or CTR, etc.

Sculpt Adgroups and Campaigns

For every word you bid on... sculpt (box out) impressions by adding broad negatives in the other related Campaigns and Adgroups

10:57

Justin Davy: Monthly Continued...

Distribute PPC Reports
Schedule Monthly calls with hyper focused internal customers
Create and auto send reports to other internal customers
Bill back your partners

10:59

Justin Davy: Quarterly Tasks

Go After New Business
Plan new PPC projects and expand campaigns

11:02

Justin Davy: Conduct LIve Scenario Reviews
via WebEx
Review Understanding of Customer Goals

Create a Company eNewsletter

Yearly

Budgeting
Time/Responsbilities

Put together and build support for your yearly budget

11:04

Justin Davy: When not to do PPC in house:

Limited budget
Limited resources

analytics
kw management

No consistency in spend
Large keyword list

11:08

Justin Davy: Pros & Cons of an agency:

Pros
Research bandwidth
Analytics & reporting
Education
Search engine communication
Competitor information

Cons
Propriety analytics
Off hour control
Delay

11:11

Justin Davy: Working with an Agency

Communication is key
Clear goals/objective
Single point of contact
Budget Allocation
Strategy

11:14

Justin Davy: Staying Informed

Talk to the search engine reps w/your agency
Pay attention to industry research
Obtain industry averages
Try new products

11:17

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