PPCChat Archive

Here is the definitive list of PPCChat Streamcaps. Click a topic for list of questions and to go to that particular streamcap.

PPCChat in 2014

 » Creating Great Display Campaigns
Here were the questions asked during the September 23, 2014 session: View this streamcap

  1. When speaking with clients, how do you explain the theory of the Display Network and why it is valuable?
  2. Clients are often weary of the Display Network – how do you encourage participation and set proper expectations?
  3. What is your ideal Display campaign setup, i.e: individual campaigns around topics vs. placements, layered campaigns, etc? What segmentations do you generally begin with?
  4. What is your theory concerning how Display ads and creatives should be written and formatted?
  5. From a time and financial perspective, is it worth creating ads in all formats and sizes? Why or why not?
  6. How much value do you place in the Display Planner tool? Why?
  7. Answer this question. If Display Network campaigns allowed advertisers to……..I would be thrilled!
 » Reviewing New PPC Features

Jimmy Data was the proud sponsor of this chat.

Here were the questions asked during the September 16, 2014 session: View this streamcap

  1. What recent new update do you find to be the most beneficial? Why?
  2. How have you been using callout extensions?
  3. Has anyone implemented Google’s native call tracking solution? If so, what have your results been?
  4. How will your mobile strategy change (if at all) with description line 2 not always showing? Why?
  5. What do you think about Google Shopping ads now showing on Search Partners? Why?
  6. Somewhat overshadowed, have you been paying attention to recent BingAds updates? Which ones are you excited about?
  7. With all of the recent updates in both Google and Bing, what do you expect is coming down the pipeline?
 » PPC’s Unwritten Rules
Here were the questions asked during the September 9, 2014 session: View this streamcap

  1. What are some PPC tactics that you consider to be black hat? Why?
  2. What is your stance on bidding on competitor terms? Why?
  3. What is your stance on one company having multiple PPC accounts (aka double serving) Why?
  4. Aside from Google’s regulations, are there any remarketing messages that you believe are not ethical? Why?
 » Projecting PPC Spends & Metrics

CallRail was the proud sponsor of this chat.

Here were the questions asked during the September 2, 2014 session: View this streamcap

  1. What is your definition of a PPC projection(s)? Why?
  2. Do your clients ask for PPC spend and metrics projections? Do you provide? Why or why not?
  3. Where does your PPC projection data come from? Why?
  4. Do you find metrics like lost impression share valuable when providing projections? Why or why not?
  5. How much stock do you put into PPC projections?
  6. Is there a downside to presenting PPC projections? Why or why not?
 » The Art of Client Meetings
Here were the questions asked during the August 26, 2014 session: View this streamcap

  1. Do you email agendas in advance of meetings? Why or why not? What is the value to sending agendas beforehand?
  2. How do you generally like to frame your PPC meetings?
  3. How do you frame calls with clients who are not happy with performance?
  4. How important do you believe it is to meet with existing clients in person? If so, how often?
  5. When meeting with an existing client offsite, what materials do you prepare? Why?
  6. What do you believe to be the most important trait/skill when speaking with clients? Why?
  7. What are meeting guidelines you set? Why?
  8. What is your best piece of advice you would give to someone in order to run better PPC meetings?
 » All About PPC Automation

Jimmy Data was the proud sponsor of this chat.

Here were the questions asked during the August 19, 2014 session: View this streamcap

  1. Do you believe automation (no matter how small) is necessary for better account management?
  2. Are you using any scripts? Which ones and why?
  3. For those not using 3rd party platforms, what types of automated rules do you setup directly in AdWords?
  4. What is your biggest fear of at least testing out AdWords bidding strategies? Or, if you have what were the results?
  5. What task(s) would you like to automate that you currently can’t?
  6. How much time do you spend reviewing your automated tasks (if you do at all)?
 » Internal QA of Agency Accounts
Here were the questions asked during the August 12, 2014 session: View this streamcap

  1. Does your agency/company have a process for auditing accounts under your management? How does it work?
  2. How do you identify account problems before your clients do?
  3. How do you breach conversations with fellow employees after reviewing unsatisfactory accounts?
  4. As an agency or sole practitioner, how do you ensure your accounts are up to date with latest industry trends/features?
  5. When having the “fire” calls with clients, how do you frame the conversation?
  6. When you do review colleague accounts that aren’t performing well, what do you find to be the biggest issue(s)?
 » Interview with Matt Lawson of Google

CallRail was the proud sponsor of this chat.

Here were the questions asked during the August 5, 2014 session: View this streamcap

  1. In your opinion, what makes AdWords the industry standard, and how do you plan to maintain that distinction?
  2. What can we expect in the next year to make AdWords a better platform for mobile advertising?
  3. Will we ever have a tablet bid modifier? Why or why not?
  4. How will Google Shopping evolve over the next year? How about image based advertising?
  5. What is the single most important goal/focus for Google AdWords employees?
  6. Do you believe AdWords will ever enter the account management market and charge like an agency would? Why or why not?
  7. When will we see the new features touted in April be released to advertisers?
  8. Is there a specific reason why the announcement on 4/22 was made during PPCChat?
  9. Does AdWords pay attention to the PPCChat hashtag? How much impact does our conversation have?
  10. Why aren’t advertisers able to have more control over Search Partners?
  11. Do you believe AdWords is trending more toward audience based advertising vs. keyword? Why?
  12. One of AdWords sentiments has always been that even the smallest players can succeed. With how advanced the platform has become, do you believe small businesses owners with lack of PPC knowledge can still succeed?
  13. There have been rumors of the AdWords Editor’s demise. What is the future of the Editor tool?
  14. What do you believe to be the most important PPC tool, feature, or sentiment to advertisers? Why?
  15. Any closing thoughts for the community?
 » Prioritization of PPC Account Efforts
Here were the questions asked during the July 29, 2014 session: View this streamcap

  1. What is the first thing you do when taking over an account? Why?
  2. When kicking off a client, what is the first assignment you give them (e.g.: listing top KWs, implementing codes, etc)? Why?
  3. In ecomm accounts, how aggressively do you push for access (and ability to update) the shopping feed?
  4. Why do you believe the general priority (and actions taken) are to get traffic vs. converting it?
  5. Talk about how you prioritize your individual campaign builds (ie: why certain campaigns get built first, etc)?
 » Capturing Traffic vs. Generating Demand

Jimmy Data was the proud sponsor of this chat.

Here were the questions asked during the July 22, 2014 session: View this streamcap

  1. What is the biggest misconception you encounter w/ client expectations for what PPC can do for them?
  2. Do you find most clients conflate capturing traffic with generating demand? Why?
  3. How do you explain the difference between capturing traffic & generating demand to clients?
  4. Do you believe there is a point where capturing more traffic becomes more important than generating demand? Why?
  5. When client thinks that they can get more traffic just by increasing spend (if not at budget limit daily) how do you respond?
  6. Do you believe there is a limit to the amount of quality traffic that can be captured? Why or why not?
 » Jumping On The LinkedIn PPC Bandwagon
Here were the questions asked during the July 15, 2014 session: View this streamcap

  1. Who’s using LinkedIn PPC? What has been your experience?
  2. Where do you see LinkedIn PPC fitting into the marketing strategy for companies? Early funnel? Late?
  3. What do you see are LinkedIn’s biggest strengths for PPC?
  4. On the flipside, what do you feel are LinkedIn’s biggest weaknesses for PPC?
  5. Have you tried out their exclusions (negative targeting)? How did you use it?
  6. Do you think LinkedIn needs more of an industry presence? How would you like to see that?
  7. What would get you to push more client budgets into LinkedIn PPC?
  8. Where do you see LinkedIn PPC a year from now? How much budget you give it? Features?
 » PPC’s Summer Dog Days
Here were the questions asked during the July 8, 2014 session: View this streamcap

  1. What future initiatives do you try and complete during this “slow” time on the PPC calendar?
  2. Is summer a good time to assess year to date performance and make changes? Why or why not?
  3. Do you find that performance and traffic tend to dip during the summer in your accounts? Why might this be the case?
  4. Do you have any unique targeting methods which you implement just over the summer? What are they?
  5. For those managing teams, how do you handle employee vacation time and associated client management?
  6. What is one PPC feature/item that you are hoping to learn more about this summer? Why?
  7. What third party tools/software do you use for project management and/or time tracking? Why do they work?
 » Determining Which PPC Metrics Really Matter

CallRail was the proud sponsor of this chat.

Here were the questions asked during the July 1, 2014 session: View this streamcap

  1. What metrics do you use beyond CPA? For example, do you have a target metric for conversions turning into sales?
  2. What is one metric that you believe is underutilized in the PPC world? Why?
  3. Within your CPA and ROAS metrics, do you include management costs and/or margins when reporting to clients? Why or why not?
  4. What metric do you believe to be more indicative of account performance, CPA or conversion rate? Why?
  5. Do you determine which metrics to judge account performance on when starting a new account? If so, how?
  6. What are your thoughts on the new benchmark metrics in Google Shopping?
  7. If you could abolish one PPC metric, what would it be any why?
 » Beyond the Click – PPC that Converts

Jimmy Data was the proud sponsor of this chat.

Here were the questions asked during the June 24, 2014 session: View this streamcap

  1. What Search, Display or Social PPC Settings do you favor for maintaining or improving conversion rates?
  2. Do your PPC conversions & KPIs vary between Search, Display or Social campaigns? If so, how are they different?
  3. Beyond Sales or Leads, what other secondary conversions do you track and include as KPIs for your PPC campaigns?
  4. Do you utilize Call Tracking on your campaigns? And if so, how do you optimize to improve calls?
  5. How often, if ever, do you adjust your Ad Copy based on the results of your landing page conversions?
  6. Do you import Google Analytics conversions into AdWords? And if so, how do these play into your analysis and reporting?
 » PPC Project Management
Here were the questions asked during the June 13, 2014 session: View this streamcap

  1. What is the number one reason you don’t delegate to others when you know you can/should?
  2. When thought about logically, what is your biggest fear of delegating a project/task?
  3. Are your PPC accounts assigned a project manager (or a similar title)? Why or why not?
  4. What tips would you offer the “delegee” being trained and/or having projects assigned to him/her? Why?
  5. As a project manager and/or delegator, what do you believe to be your biggest weakness? Why?
  6. How do you define PPC project management?
  7. What third party tools/software do you use for project management and/or time tracking? Why do they work?
 » Writing Great PPC Blogs

CallRail was the proud sponsor of this chat.

Here were the questions asked during the June 10, 2014 session: View this streamcap

  1. How do you define a great PPC blog post?
  2. Do you write for different blog audiences? If so, how does your approach change?
  3. How do you determine what topics are worth writing about?
  4. How do you weed out the irrelevant or poorly written PPC blog posts?
  5. What do you believe is the most common misconception about PPC blogging, either writing a post or reading one?
  6. Aesthetically, how should the ideal blog post be laid out?
  7. What should be someone’s immediate thought(s) after reading a great PPC blog post?
 » Analyzing PPC Verticals: Computer and Consumer Electronics

Jimmy Data was the proud sponsor of this chat.

Here were the questions asked during the June 3, 2014 session: View this streamcap

  1. What makes the Computers & Consumer Electronics vertical so competitive?
  2. What are some strategies you have used to combat MAP (minimum advertised price) pricing?
  3. In general, what have you found to be the range of cost per clicks within this vertical?
  4. For the B2B side of this vertical, how do you define conversions and what is the sales cycle like?
  5. What are some strategies that have worked well for you in the Computers & Consumer Electronics vertical?
  6. Specifically across this vertical, how much emphasis do you place on text ads (vs. remarketing, PLAs, etc)?
  7. What advice would you give a potential client in this vertical who wants to start running a PPC account?
 » Finding New PPC Channels

Perfect Audience was the proud sponsor of this chat.

Here were the questions asked during the May 27, 2014 session: View this streamcap

  1. How do you know when you’ve hit a plateau with both Google AdWords and Bing Ads? Why?
  2. Which platform (Twitter, Gemini, etc) do you believe to be the next most logical area of expansion after Google and Bing? Why?
  3. What is your overall feeling on the bevy of remarketing platforms available for advertisers? Do any stand out?
  4. How do you go about getting client buy in for trying new PPC channels?
  5. Talk about a lesser known paid search channel that you believe others should be using?
  6. How active are you with Amazon paid search programs? Do you believe the results justify more involvement?
  7. Have you tried Twitter retargeting? What have you seen for results?
 » Taking Over New PPC Accounts

Swydo was the proud sponsor of this chat.

Here were the questions asked during the May 20, 2014 session: View this streamcap

  1. When inheriting a new PPC account, what is the first initiative you take? Why?
  2. Do you tend to build new campaigns right away or modify existing campaigns? Why?
  3. How do you handle new accounts that are in good shape (as opposed to ones setup poorly)?
  4. How do you handle an account/individual campaign that breaks all best practices, but is performing extremely well?
  5. Do you make Bing optimizations/new builds in tandem with AdWords or do you wait? What is your reasoning?
  6. What alerts, scripts, and/or automated rules do you setup when taking over new PPC accounts?
  7. What timeframe do you give clients before you “make your impact” on an account?
 » Winning New PPC Clients

CallRail was the proud sponsor of this chat.

Here were the questions asked during the May 13, 2014 session: View this streamcap

  1. What is the one thing that sets you apart most from the competition?
  2. In your opinion, how much weight do Adwords & Bing certifications carry to new clients?
  3. What is a common PPC selling point that you feel carries little weight?
  4. Have you ever turned down clients? Why or why not?
  5. Are you a % of spend or flat rate believer? What’s your argument for either?
  6. How involved are you in the sales process? How does your company handle PPC sales?
  7. Do you have contracts? Why or why not?
 » Building A Great PPC Account Structure
Here were the questions asked during the May 6, 2014 session: View this streamcap

  1. When taking over or starting a new client’s PPC account, what are your initial steps to prove your value?
  2. What is your process for campaign and ad group segmentation? How granular do you go by theme?
  3. What is your process for proactively adding negative keywords?
  4. What automation and/or labels do you setup from the beginning? Why?
  5. How do you choose and bid on keywords/audiences with different search intent (ie: buying vs. researching)?
  6. Do you utilize an account setup checklist? If so, what is on the list besides campaign setup?
  7. Please explain how the recent conversion updates have impacted how you setup conversion goals with clients?
 » Diagnosing & Fixing PPC Problems
Here were the questions asked during the April 15, 2014 session: View this streamcap

  1. What immediate actions did you take, both internally and externally, after the AdWords “Not Provided” announcement?
  2. How do you frame your communication to clients when performance is poor?
  3. How do you proactively address account issues with clients before they become a big deal?
  4. What automated rules/scripts do you run to avoid account issues (ie: high CPAs, low impression count, etc)?
  5. How do you deal with Google reps reaching out to your clients concerning account performance and initiatives?
  6. How do work with clients who are stuck in the PPC past (ie: want $0.20 clicks, expect certain CPA even with rising costs, etc)?
  7. How do you go about solving PPC problems that you DON’T know the answer to?
 » The Life of A PPC Professional
Here were the questions asked during the April 8, 2014 session: View this streamcap

  1. Aside from PPCChat, how do you find your PPC information and news?
  2. Does today’s PPC professional need to be active on social media channels in order to succeed? Why or why not?
  3. How do you disseminate between good and bad PPC advice, blogs, and/or comments?
  4. Do you believe today’s client feels that his/her PPC professional should be available after hours? Why or why not?
  5. Hypothetically speaking, if you were to hire a PPC professional, what expectations would you have of that person?
  6. As a PPC professional, how are you ensuring your job security for not just today, but 5 years down the line?
 » Keyword Bidding In 2014

CallRail was the proud sponsor of this chat.

Here were the questions asked during the April 1, 2014 session: View this streamcap

  1. In terms of overall management, where does keyword bidding fit into your scope and why?
  2. What are some bid automation rules you setup using AdWords native tools? Why?
  3. How have bid automation solutions helped your PPC account management efforts?
  4. How do you determine what your location, device, and bid modifiers will be?
  5. How do your bids differ by match type? What is your rationale?
  6. How much stock do you put into the Google and Bing Ads bid simulator tools?
 » Getting Started with Twitter Ads

Perfect Audience was the proud sponsor of this chat.

Here were the questions asked during the March 25, 2014 session: View this streamcap

  1. Have you used Twitter Ads before? What have your experiences been?
  2. What are your goals for Twitter Ads? Sales, conversions, followers, anything else?
  3. What features (content, call to action, etc) make great Twitter Ads? Why?
  4. How do you target your tweets? Or, how would you ideally like to target your tweets?
  5. Where have you seen the greatest success, Promoted Accounts, Promoted Tweets, or Promoted Trends? Why?
  6. What are your thoughts on Twitter’s Analytics? Why?
  7. Ideally, how do you believe Twitter Ads should work to promote your brand?
 » Interview with Pat East (@pateast) of Hero Conf

CallRail was the proud sponsor of this chat.

Here were the questions asked during the March 18, 2014 session: View this streamcap

  1. Hero Conf is going on it’s third year. Did you envision the conference being an annual event?
  2. Why did you decide to have the conference in Austin again?
  3. What will be different about this year’s conference vs. last year?
  4. Can you talk about the entertainment and special events you will be having this year?
  5. Why did you decide to increase the speakers to 65?
  6. Speaking of creativity and new voices…What is your ultimate goal for Hero Conf? Have you already reached that goal?
  7. Last year the hot topic was Enhanced Campaigns. What do you believe that topic will be this year?
  8. For those who can’t make the conference this year, is there a way for us to participate and/or learn?
  9. Do you envision Hero Conf being as big as the SMX and SES conferences? Do you want it to be that big?
  10. What do you think is the difference between a good and a great Hero Conf keynote / session?
  11. What should attendees expect from the 1 on 1 workshops?
 » Personal Growth In Pay Per Click

Marin Software was the proud sponsor of this chat.

Here were the questions asked during the March 11, 2014 session: View this streamcap

  1. What skills/attributes got you into the job you have now?
  2. How do you set yourself apart in the PPC space? i.e. Job security!
  3. What skills do you feel will be increasingly more important in the coming years in the PPC/internet marketing industry?
  4. What non-PPC blogs/magazines/books/etc. do you read to help you professionally?
  5. What work experience have you most learned from?
  6. What’s been most helpful to increase your productivity in PPC related tasks?
  7. Share some of your personal goals for PPC/work/your job.
 » Pay Per Click Lead Quality Management
Here were the questions asked during the March 4, 2014 session: View this streamcap

  1. Do you track lead quality in your PPC efforts?
  2. What are your goal KPIs? Are you held to lead quality numbers? Lead volume? A combo?
  3. How do phone calls play into your lead quality scheme?
  4. How many of your clients/companies are able to give you data on lead quality and what format do they provide it in?
  5. What tools or software, if any, do you or your clients use to monitor lead quality?
  6. What strategies do you use to improve lead quality in your accounts? Kws, ads, placements, LPs?
  7. What are your biggest challenges when managing lead quality?
  8. Ideally, how do you believe specialists and clients should work together to ensure quality leads are coming through PPC?
 » Understanding the Dimensions Tab
Here were the questions asked during the February 25, 2014 session: View this streamcap

  1. The Dimensions tab was originally met w/ opposition as it replaced legacy reporting. What are your thoughts on the feature now?
  2. How does the Dimensions tab make your life easier and/or more difficult? Why?
  3. What is the hidden gem in the AdWords Dimension tab? Bing Ads?
  4. Do you use the Top Movers report? Why or why not? If so, what benefits do you find with the Top Movers report?
  5. What metric/metric combination would you like to see in the Dimensions tab? Why?
  6. How has the new shopping data available in specific shopping campaigns’ dimension tab helped you optimize?
  7. How do you use the call details report and do you share this report with clients? Why or why not?
  8. What custom segments do you create when downloading a report from the Dimensions tab (ie: geographic data w day of week data)?
 » The New Google Shopping
Here were the questions asked during the February 18, 2014 session: View this streamcap

  1. What has been your strategy for migrating legacy Google Shopping campaigns over to the new version?
  2. What do you believe is the top feature of the new Shopping campaigns? Why?
  3. What do you believe is the worst feature of the new Shopping campaigns? Why?
  4. What are your thoughts with the new Shopping campaigns not having ad groups, but rather “product groups”?
  5. Have you used the new custom labels available to advertisers? If so, how have they performed?
  6. Early on, how have your results been with the new Google Shopping campaigns?
  7. Do you believe Google will eventually create a stand alone platform for PPC Shopping management outside of AdWords?
 » Pay Per Click Attribution Modeling

Marin Software was the proud sponsor of this chat.

Here were the questions asked during the February 11, 2014 session: View this streamcap

  1. How do you define PPC conversion attribution modeling?
  2. How will you use the new attribution modeling tool within the AdWords Search Funnels report?
  3. How do you report assisted conversions and the associated funnels to clients?
  4. Do you run loss leading text ads, KWs, ad groups, and campaigns because they assist in the conversion process? Why or why not?
  5. What are some examples of how you act on attribution data?
  6. What not yet enabled feature and/or metric would be most beneficial for you to see in a PPC conversion attribution report?
 » Enhanced Campaigns 1 Year Later
Here were the questions asked during the February 4, 2014 session: View this streamcap

  1. In speaking with clients, do you now reference Enhanced Campaigns features as “everyday” campaign features?
  2. For those opposed to Enhanced Campaigns from the beginning, have you changed your mind or come around at all?
  3. How does employee training differ post EC vs. pre?
  4. What feature(s) of Enhanced Campaigns haven’t impacted your management at all? Why?
  5. How have Enhanced Campaigns impacted your Bing Ads management?
  6. What feature(s) of Enhanced Campaigns have proven valuable? Why?
 » The Ethics of Remarketing

CallRail was the proud sponsor of this chat.

Here were the questions asked during the January 28, 2014 session: View this streamcap

  1. From a user perspective, what do you think the general consensuses is on remarketing? Why?
  2. Understanding that the obvious answer is “it depends,” what do you set your frequency capping settings to?
  3. How aggressive is your remarketing messaging for sensitive topics (ie: legal issues, pharmaceuticals, etc)?
  4. In this article by Robert Brady, he suggests that as advertisers we should not use discounts in remarketing ads as to not encourage consumers only looking for discounts. What do you think?
  5. Do you believe in the notion of sending tons of traffic to your site in order to increase remarketing lists? Why or why not?
  6. Do you believe Google’s remarketing policy is too strict? Not strict enough? Why?
 » PPC Keyword & Audience Discovery

Marin Software was the proud sponsor of this chat.

Here were the questions asked during the January 21, 2014 session: View this streamcap

  1. Are keyword research tools as important as they use to be? Why or why not?
  2. What tools/programs do you use to find new keywords (if you use tools)? Which one do you like the best? Why?
  3. How do modified broad match keywords play into your keyword expansion and overall account management?
  4. With Google Analytics not providing SEO keywords anymore, how can SEO efforts help to find new PPC keywords?
  5. How do you determine new audiences to create?
  6. What are some unique audiences you have created? How did they perform?
  7. Is keyword or audience expansion more imperative to profitable account growth? Why?
 » Meaningful PPC Reporting
Here were the questions asked during the January 14, 2014 session: View this streamcap

  1. What depth of analysis is needed on PPC reports? Why?
  2. How much actual written analysis and notes do you include on reports compared to the meetings you have with your clients?
  3. Not including basic metrics such as clicks and impressions, what metrics must be included in all reports? Why?
  4. Do you segment your reports by category (ie: PLAs, remarketing, Bing Ads, etc)? Why or why not?
  5. With all of the segmentations and customizations clients would potentially like to see, how do you ensure you are most effectively using your time between report creation and account optimizations?
  6. Do you automate your PPC reporting? If so, what do you believe the pros and cons to be?
  7. Do you believe PPC reports need to be visual in nature? Why or why not?
 » 2014 PPC Predictions

CallRail was the proud sponsor of this chat.

Here were the questions asked during the January 7, 2014 session: View this streamcap

  1. What do you hope to achieve as a PPC professional in 2014?
  2. What PPC initiative (remarketing, PLAs, etc), do you believe you need to become stronger at in 2014? Why?
  3. What existing PPC feature will become even more important in 2014?
  4. What existing PPC feature will become less important in 2014?
  5. What new feature would you like to see integrated into Google AdWords in 2014?
  6. What would you like to see integrated into Bing Ads in 2014?
  7. Fill in the blank – My PPC dreams will come true this year if….

PPCChat in 2013

 » 2013 PPC Predictions
Here were the questions asked during the January 8, 2013 session: View this streamcap

  1. What do you hope to achieve as a PPC professional in 2013?
  2. What existing PPC feature will become even more important in 2013?
  3. What strategies will you use to better report multi channel conversion reporting? And to that point, multi device conversion reporting as well?
  4. What new feature would you like to see integrated into Google AdWords in 2013?
  5. What would you like to see integrated into Bing Ads in 2013?
  6. Fill in the blank – My PPC dreams will come true this year if….
 » Auditing Pay Per Click Accounts
Here were the questions asked during the January 15, 2013 session: View this streamcap

  1. What analysis do you believe a PPC audit should include?
  2. Between the audit, the client call (if applicable) and any other analysis, how much time should you spend on the audit process?
  3. When performing PPC audits, do you “score” accounts (give a grade or number rating) or just provide your analysis? Why?
  4. Should potential customers pay for a PPC audit? Why or why not?
 » Remarketing in 2013
Here were the questions asked during the January 22, 2013 session: View this streamcap

  1. What do you consider to be Remarketing Best Practices?
  2. How has Remarketing changed for you now that Remarketing Lists are available in Google Analytics?
  3. Does Remarketing consist of just Images and/or do Text Based ads play a role in your campaigns? Any preference?
  4. Have you noticed a change in Remarketing performance since Google added Arrow button “–>” to Display/AdSense text ads?
  5. What do, or would you do, differently for Ecommerce Remarketing campaigns?
  6. How are Lead Generation based Remarketing campaigns different?
  7. Have you used another solution for Remarketing other than Google? If so, what feedback and advice can you share?
  8. Do you have any creative Remarketing scenarios or examples that you can share with fellow PPCChaters?
 » Pay Per Click for Niche Clients
Here were the questions asked during the January 29, 2013 session: View this streamcap

  1. How do you define a “niche” PPC client and/or industry?
  2. How do you drive PPC traffic for terms that “people don’t search for”?
  3. How important is remarketing for “niche” clients? Why or why not?
  4. Talk about your most “niche” client you’ve worked with? What did they provide/sell?
  5. How can “niche” clients make use of social PPC channels to drive traffic?
  6. In your experience, can “niche” clients have successful PPC campaigns? Why or why not?
  7. Based upon your experience, what one piece of advice would you give to account managers taking on niche clients?
 » Enhanced Pay Per Click Campaigns
Here were the questions asked during the February 12, 2013 session: View this streamcap

  1. In theory, do you agree with Google’s rationale for creating Enhanced Campaigns? If so, how would you have rolled “Enhanced Campaigns” out differently? Or would you have rolled out the same way?
  2. Who benefits the most from Enhanced Campaigns?
  3. How will you be explaining Enhanced Campaigns to your clients (specifically how this new feature will impact their campaigns)?
  4. What workarounds (if any) will you be implementing to negate the effects of Enhanced Campaigns?
  5. At a high level, how do Enhanced Campaigns affect you or your company’s PPC methodology?
 » AdWords Shared Library
Here were the questions asked during the February 19, 2013 session: View this streamcap

  1. Do you make use of any features in the shared library? If so, which ones and why?
  2. Have you used the shared budget feature? If so, in what situations and how do you feel it works best?
  3. How will the introduction of Enhanced Campaigns affect how you use the shared library?
  4. Do you feel PPC Specialists understand the notion of the shared library and how to fully utilize this resource? Why or why not?
  5. Should more features be added to the shared library? Which ones and why?
  6. How would you make the shared library more upfront within the interface for advertisers to access/use?
 » SWOT Analysis of the Pay Per Click Industry
Here were the questions asked during the February 26, 2013 session: View this streamcap

  1. What do you believe to be the strengths of the PPC industry? Why?
  2. What do you believe to be the weaknesses within the PPC industry? Why?
  3. What do you believe to be the opportunities within the PPC industry? Why?
  4. What do you believe to be the threats within the PPC industry? Why?
  5. After conducting this SWOT analysis, what is your number one takeaway (can come from any aspect of the analysis)?
 » AdWords Scripting
Here were the questions asked during the March 5, 2013 session: View this streamcap

  1. How are you using AdWords Scripting?
  2. What results have you seen with the scripts you’ve used?
  3. How are you learning/sharing scripting info? Any resources you can share?
  4. What, if any resources are you dedicating to scripting?
  5. What would you like to see supported in AdWords scripts?
 » Determining and Maintaining Pay Per Click Strategies
Here were the questions asked during the March 12, 2013 session: View this streamcap

  1. How do you define a “PPC Strategy”?
  2. What strategy deliverable (if any) do you provide to a client at the beginning of a program? What does this deliverable entail?
  3. At the beginning of a new program, is it worthwhile to share traffic and cost per click estimates with clients? Why or why not?
  4. As time goes by, how do you ensure that you are being proactive with your PPC strategy instead of reactive?
  5. To what extent does your ongoing strategy involve other media outlets, site updates, etc?
 » Sitelinks 2.0
Here were the questions asked during the March 19, 2013 session: View this streamcap

  1. Have ad group level sitelinks changed your thinking about campaign setup? Why or why not?
  2. What are some tips and tricks you’ve picked up with the new sitelink options?
  3. Fundamentally, why are sitelinks so important to any PPC campaign?
  4. With the evolution of sitelinks, do you believe this feature is big enough to share with clients and plan around? Why?
  5. Do Bing Ads sitelinks provide any incremental value to your Bing campaigns? Or are the results negligible?
  6. Will the fact that offer extensions are now only available for in store use have any impact on your sitelinks? Why or why not?
 » Understanding Search Intent
Here were the questions asked during the March 26, 2013 session: View this streamcap

  1. If you could only use one word to describe why PPC campaigns are successful, what would it be? Why?
  2. How does the term “search intent” play into your PPC methodology and subsequent training?
  3. How as advertisers can we better put ourselves in the position of our searchers before crafting campaigns?
  4. Why is it important (if you believe it is) to break out ad groups with variations of one keyword for example, why would you create separate ad groups for “buy running shoes” vs. “running shoes on sale”?
  5. What are some common themes you utilize in your ads and why? For example, do you use dates to represent urgency?
 » Enhanced Campaigns 2 Months Later
Here were the questions asked during the April 2, 2013 session: View this streamcap

  1. Which statements about EC that you originally made do you now disagree with/have a different opinion (if you do at all)?
  2. Are your new campaigns now being built utilizing EC? Why or why not?
  3. How extensively have you used Enhanced Campaigns and what have the results been?
  4. What workarounds have you been using to negate the effects of EC (if you have been)?
  5. How are you determining what your mobile bid adjustments should be?
  6. What is the biggest CPC spike folks have seen because of bid modifiers?
  7. How have Enhanced Campaigns fundamentally changed the way you run PPC campaigns?
 » AdWords Quality Score
Here were the questions asked during the April 16, 2013 session: View this streamcap

  1. How do you track quality score changes (if you do at all)?
  2. How important is quality score to you when making optimizations?
  3. When optimizing for quality score, have you seen better results? How so?
  4. How do you feel quality score has evolved over the years? For better or for worse?
  5. How do you explain Quality Score to clients (if you do at all)?
 » Pay Per Click Client Personas
Here were the questions asked during the April 23, 2013 session: View this streamcap

  1. What are the most common frustrations you hear from clients during sales and/or inquiry calls?
  2. Do you create definitive PPC client personas to determine if potential clients will be a fit? How do you create these personas?
  3. How do expectations differ between clients who are more intermediate in their PPC knowledge vs. ones that are not? Why?
  4. Aside from performance, what are the key factors that drive a great PPC Specialist/client relationship?
  5. Aside from performance, what are the key factors that drive a poor PPC Specialist/client relationship?
  6. What is the number one lesson you’ve learned from dealing with clients, positive or negative?
 » LinkedIn Pay Per Click
Here were the questions asked during the April 30, 2013 session: View this streamcap

  1. Who is doing LinkedIn PPC right now? What has been your experience?
  2. What is your favorite targeting option?
  3. On the flip side, what is your least favorite targeting option?
  4. What targeting options would you like to see from LinkedIn in the future?
  5. What are you doing to track conversions on LinkedIn traffic?
  6. How are you handling ad/image freshness?
  7. Do you believe LinkedIn’s interface needs improvement? If yes, how would you change it?
  8. Do you feel the $2.00 minimum CPC is hindering LinkedIn PPC? Why or why not?
 » Lead Generation Pay Per Click Campaigns
Here were the questions asked during the May 7, 2013 session: View this streamcap

  1. What types of expectations do you set with lead gen clients at the beginning of a project?
  2. Do you track micro conversions, or onclick events (social media icon clicks, clicks on certain links)? Why or why not?
  3. Will you take on lead gen clients who aren’t able to create/optimize landing pages?
  4. How do you ensure clients are following up on leads? Do you believe “lead sharing” between client and specialist is necessary? Why or why not?
  5. What are some of your remarketing strategies for lead gen clients?
  6. Which metric do you believe is the least important in lead gen campaigns (this metric can be from Analytics as well)? Why?
  7. How does user intent differ between the user searching for an actual product vs. the user searching for a professional service?
 » Staying Ahead of the Pay Per Click Competition
Here were the questions asked during the May 14, 2013 session: View this streamcap

  1. What are your thoughts, positive or negative, on the “Analyze Competition” feature within the AdWords Opportunities section?
  2. Do you go to your competitors’ sites and leave just to see if they will remarket to you and what the message will be? If not, what are some unconventional tactics you use to spy on the competition?
  3. What do you believe to be the best tool to gain an edge on the competition? Why?
  4. Do you think it’s too much of a risk to tag your URLs? Why or why not?
  5. How much weight do you put into the impression share metrics? Why?
  6. When beginning a project, do you provide a Competitive Analysis deliverable to the client? If so, how detailed is it?
 » Advanced PLA Tips, Tricks and Strategies
Here were the questions asked during the May 21, 2013 session: View this streamcap

  1. What do you find to be the biggest challenges of dealing with the actual product feed?
  2. How do you determine your bidding structure/hierarchy in PLA campaigns?
  3. What are some custom combo auto targets that you create (ie: product_type=shoes and brand=nike)?
  4. What are some advanced PLA targeting strategies that you have tried? How did they work?
  5. Do Analytics play into your feed customization? How so?
  6. What are some tips for rewriting product titles and descriptions?
 » Facebook Pay Per Click
Here were the questions asked during the May 28, 2013 session: View this streamcap

  1. What tips would you give someone getting started in Facebook advertising?
  2. What metrics do you use to determine successful Facebook PPC campaigns?
  3. What tips/recommendations do you have for ad copy creation?
  4. How effective is Facebook retargeting? Does FB retargeting perform better than other remarketing channels? Why or why not?
  5. How does performance differ (if at all) between news feed and right column format?
  6. How do you structure your campaigns? For example, do you create 1 campaign with higher bids that is much more targeted vs. 1 campaign that has broader targeting with lower bids? Is your FB bidding strategy similar to your Google/Bing Ads bidding strategy?
  7. How does Facebook PPC differ from Google’s Display Network? How is it similar?
  8. What are the biggest hurdles that advertisers face when trying to setup a campaign and/or get buy in from clients? Why?
 » International Pay Per Click
Here were the questions asked during the June 4, 2013 session: View this streamcap

  1. Do you run PPC campaigns in just English, or multiple/native languages?
  2. If you use native language, how do you translate and vet ad copy & keywords?
  3. How do you manage/optimize ad copy tests, keyword research, etc. in multiple languages?
  4. What differences do you notice in your SQRs across countries & languages? Types of queries, languages used, etc.?
  5. What about campaign structure? Do you go by country, major area (e.g. EMEA, APJ, etc.), or more granular?
  6. Are your landing pages all written in English, or do you create microsites in native? Why?
  7. When you launch internationally, do you start with an entire account, or one campaign at a time? Why?
  8. How do Enhanced Campaign modifiers fit into your international strategy?
 » Analyze The Newest Pay Per Click Features
Here were the questions asked during the June 11, 2013 session: View this streamcap

  1. What are flexible bid strategies and why would you use them (or not use)?
  2. What are the implications, positive and negative, of image extensions?
  3. What have been your favorite/most useful updates to BingAds over the last 90 days? Why?
  4. Have you used the AdWords Upgrade Center? What are your thoughts on the feature?
  5. Have you used the Display Benchmarks Tool? What do you like/dislike about it? Why?
  6. How are you using the new Display Network features to improve your performance?
  7. What feature(s) of the keyword planner tool do you find valuable that weren’t in legacy versions?
 » The Importance of Mobile Pay Per Click
Here were the questions asked during the June 18, 2013 session: View this streamcap

  1. Have you rethought your mobile strategy since the advent of Enhanced Campaigns? If so, what has changed?
  2. What are some ways you write mobile specific ads differently than you would for desktops?
  3. Are you writing mobile specific ads for every ad group in Enhanced Campaigns? Why or why not?
  4. What are some tips for capturing showrooming traffic? For example, should you bid on more individual SKUs, etc?
  5. Does the theory of multi device attribution play into your strategy and/or optimizations? Why or why not?
  6. Talk about the importance of mobile traffic in lead generation campaigns. Is mobile as important for these campaigns? Why?
 » Today’s Google Display Network
Here were the questions asked during the June 25, 2013 session: View this streamcap

  1. What are the major changes that advertisers need to understand in regards to Enhanced Campaign Display campaigns?
  2. What is your ideal mix of targeting for the Display Network? Why?
  3. Google just announced dynamic remarketing where as visitors will see the products they viewed across the Display Network. Have you run any Dynamic Remarketing campaigns? What are your thoughts?
  4. Are you utilizing all Display Network ad formats? What are some features that make great ads?
  5. Aside from frequency capping, how do you combat ad fatigue on the Display Network?
  6. Please share a tip or trick you’ve learned with Display Network campaigns. Why is this tip or trick important?
 » Facebook Retargeting
Here were the questions asked during the July 2, 2013 session: View this streamcap

  1. What FB Retargeting vendor do you use? Why do you prefer this vendor?
  2. How much value do you place on view-through-conversions that various FB Retargeting vendors provide? Why?
  3. Can B2B and/or lead gen clients succeed using FB Retargeting? How so?
  4. Should FB Retargeting be the next logical step for clients wanting to get more targeted traffic? Why? (As a caveat, this question assumes you’ve already exhausted many Google and Bing features)
  5. How do you change your copy in FB ads vs Google/Bing (if you do at all)?
  6. What types of images should you use for your ads? Why?
 » The Role of Text Ads In 2013
Here were the questions asked during the July 9, 2013 session: View this streamcap

  1. Fundamentally, why do you believe Google continues to create new ad formats and extensions?
  2. Can advertisers succeed in PPC without using any ad extensions? Why or why not?
  3. How should you use PLA performance to determine new Search Network text ad campaigns?
  4. For ecomm campaigns, should traditional Search Network text ad campaigns be the main focus? Why or why not?
  5. How have your text ad writing habits changed (if they have) with the new formats that Google allows?
  6. How should Display Network text ads be written differently than Search Network text ads (if they should at all)?
  7. What are some tactics you use to write mobile text ads?
 » Christmas In July – Preparing for the Holiday Season
Here were the questions asked during the July 16, 2013 session: View this streamcap

  1. Have you begun discussing holiday season promotions and initiatives with your clients? Why or why not?
  2. What new PPC feature are you most excited about implementing for the holiday season? Why?
  3. How extensively are you writing new copy for the holiday season? For example, does every single ad group get 2 new holiday ads?
  4. What PPC feature that you have never tried, or have done little of, are you hoping to work into your PPC holiday preparation?
  5. What tools/features will you be using to improve efficiencies in preparation for the holiday season?
  6. Have you begun preparing your PPC for after the holiday season? Especially for ecomm, how important is January for PPC?
  7. What action item are you going to take out of this chat and begin immediately?
 » PPC for Content Marketing
Here were the questions asked during the July 23, 2013 session: View this streamcap

  1. What PPC opportunities exist that can be used for Content Marketing and how are they different from traditional PPC?
  2. What do you consider to be Best Practices for PPC Content Marketing?
  3. How does Demographic and Interest targeting play into PPC Content Marketing?
  4. How do you approach Ad Creation for Content Marketing that is different from normal PPC ads?
  5. Facebook seems to be the heavy weight champion of Content Marketing. What makes it so great for PPC Content Promotion?
  6. Are Twitter’s ad platform and promoted tweets effective for Content Marketing?
  7. LinkedIn recently improved their ad offerings for Content. Have you used it and what advantages does it offer?
  8. Have you tried StumbleUpon’s Paid Discovery, and if so, what insights can you share?
 » AdWords Automated Rules and Labels
Here were the questions asked during the July 30, 2013 session: View this streamcap

  1. What are the most common rules that you setup in AdWords?
  2. Do you tend to allow Google to make automated changes when creating rules or do you have an email sent? Why?
  3. How important is it to utilize (and rely on) AdWords rules? Why?
  4. How do you use labels (not to be confused with “AdWords_Labels”)
  5. We talked about AdWords Scripting in March, but are you using them? Why or why not?
  6. Fundamentally, what do you believe the role of automation should be in PPC and how imoprtant is automation?
 » Managing Client Expectations
Here were the questions asked during the August 6, 2013 session: View this streamcap

  1. What is your philosophy regarding client communication? For example, do you respond to clients right away when they email/leave a message or do you wait a couple of hours to respond? Why?
  2. What are three things that clients should expect all the time from their PPC managers? Why?
  3. For ecomm clients, how is communication handled when the product feed goes down?
  4. When does it make sense to reset client expectations (if it does at all)? Why?
  5. What tasks and initiatives do you take over time with clients to continue/further the relationship? In other words, how do you keep the relationship from getting stale…how are you ensuring that clients continue to recommend you to others?
 » Migrating AdWords Campaigns to Bing
Here were the questions asked during the August 13, 2013 session: View this streamcap

  1. When do you begin to migrate AdWords campaigns to Bing Ads (beginning of project, after AdWords campaigns have data, etc)? Why?
  2. What is your ideal method for importing AdWords campaigns to Bing (ie: Bing Ads Editor, manual import, etc)? Why?
  3. When using Bing Ads Editor to import campaigns from Google, what are some important tips advertisers should understand?
  4. How will new incremental bidding in Bing impact your current campaigns/optimizations moving forward?
  5. When migrating, how does your use of match type differ between Google and Bing (if it does at all)?
  6. Do you believe Bing will continue to duplicate AdWords features in an effort to have more advertisers migrate campaigns? Why?
 » Enhanced Campaigns Set Up and Strategy
Here were the questions asked during the August 20, 2013 session: View this streamcap

  1. How has your explanation of AdWords to clients and/or potential clients changed in lieu of Enhanced Campaigns (if at all)?
  2. Do you believe Enhanced Campaigns have had a positive or negative impact on your mobile strategies? Why?
  3. With new sitelinks features, what is your philosophy and thought process when creating sitelinks? Why?
  4. When launching new campaigns, what are your “default” EC settings? Ex: do you automatically set a mobile bid multiplier of -40%?
  5. Have Enhanced Campaigns helped you to save management time? Why or why not?
  6. What is your strategy for optimizing location, schedule, and mobile multipliers?
  7. Overall, how have your accounts’ performance been affected by Enhanced Campaigns?
 » Using Excel for Pay Per Click
Here were the questions asked during the August 27, 2013 session: View this streamcap

  1. For the more novice Excel users, explain why you would use VLOOKUP and CONCATENATE?
  2. What are some tasks you wish you could easily complete in Excel? And does anyone have solutions for any of these tasks?
  3. In your opinion, what is the most underutilized Excel feature? Why?
  4. Explain how you use pivot tables for your day to day PPC management?
  5. In what ways do you use Bing Ads Intelligence for Excel? What do you believe to be the most important feature? Why?
  6. If you use Excel for reporting, what types of formulas/features do you make use of? Why?
 » Creating Meaningful Pay Per Click Case Studies

CallRail was the proud sponsor of this chat.

Here were the questions asked during the September 3, 2013 session: View this streamcap

  1. At a high level, what do you expect to see in PPC case studies?
  2. What do you believe to be the most misleading metric/piece of data in PPC case studies? Why?
  3. Is it necessary to include actual numbers in case studies vs just percentage increases and decreases? Why?
  4. What is the ideal format and/or length for a PPC case study? Why?
  5. What role have you found case studies to play in the sales process?
  6. What features make a great PPC case study? Why?
  7. What is one item/feature that you SHOULD NOT include in a case study?
 » Back to Pay Per Click Basics
Here were the questions asked during the September 10, 2013 session: View this streamcap

  1. What are the core settings that you believe should be in every campaign? Why?
  2. What is your strategy for determining which match type(s) keywords should be placed?
  3. What is your policy on dynamic keyword insertion (DKI)?
  4. Do you believe entry level PPCers should immediately have access to Google and Bing Editors? Why?
  5. How have Enhanced Campaigns changed the dynamics of how to setup new campaigns?
 » Growing Pay Per Click Accounts
Here were the questions asked during the September 17, 2013 session: View this streamcap

  1. Do you believe that PPC accounts can be too efficient, essentially hurting campaign growth?
  2. How does social PPC play into your PPC growth strategies?
  3. For ecomm accounts, how effective are Dynamic Search Ads for campaign growth
  4. Do you believe there is a point where PPC accounts cannot profitably grow any more?
  5. Aside from everything we’ve discussed today, what are some other ways you have grown your accounts?
  6. What do you find to be the biggest hurdle (internally or externally) to growing PPC accounts?
 » The Back End of Pay Per Click
Here were the questions asked during the September 24, 2013 session: View this streamcap

  1. Are all of your AdWords accounts linked to Google Analytics and Webmaster Tools? Why or why not?
  2. What are the benefits and dangers of linking your Analytics goals within your AdWords conversion tab?
  3. Do you believe PPC Specialists should have some experience mocking up landing page designs (through Photoshop, Excel, etc)? Why or why not?
  4. Aside from adding PPC tracking codes, how do you help clients ensure leads are captured in the back end & attributed correctly?
  5. For ecomm advertising, how involved are you with the feed creation and optimization process (not the AdWords managent side)?
  6. With the different types of remarketing available to advertisers (RLSA, Dynamic Remarketing, YouTube Remarketing, etc) what are the core competencies PPC Specialists need to have in order to run successful remarketing campaigns?
 » Optimizing Google Product Feeds
Here were the questions asked during the October 1, 2013 session: View this streamcap

  1. How granularly do you optimize the “product_type” category? Do you tend to see better results the granular it is?
  2. What is your philosophy for writing product feed titles and descriptions?
  3. How do you deal with product variants in the feed (ie: shirts with many sizes or colors)?
  4. How actively do you monitor (and correct) errors that are seen in Google Merchant Center?
  5. Do you utilize separate images in your product feed. What is the benefit(s) of having more engaging product photos?
 » Remarketing Lists for Search Ads

CallRail was the proud sponsor of this chat.

Here were the questions asked during the October 8, 2013 session: View this streamcap

  1. Are you using Remarketing Lists for Search Ads? Why or why not?
  2. What types of results have you seen with RLSAs? How do they compare with other remarketing efforts?
  3. What types of keywords, match type and intent, do you go after in RLSA campaigns? Why?
  4. Talk about your RLSA strategies and why they are effective (or not effective)?
  5. How do your RLSA ads differ from standard Search Network text ads?
  6. Are RLSA campaigns now part of your standard builds for clients? Why or why not?
  7. What other insights/information can be gleened from RLSA campaigns to be used elsewhere in PPC accounts?
 » Flexible Bidding Strategies
Here were the questions asked during the October 15, 2013 session: View this streamcap

  1. What are your thoughts on bid management software in general? Why?
  2. Are you currently using any of the flexible bid strategies allowed by AdWords? If so, which one(s)?
  3. Why would you use flexible bid strategies?
  4. What are some benefits of the “Enhanced CPC” flexible bidding strategy?
  5. Do you believe the new bid strategy, “Target ROAS,” will be useful? Why or why not?
  6. Do you tend to set your flexible bidding strategies at the campaign, ad group, or keyword level? Or all?
  7. Do you believe there is value to the “Target search page location” flexible bidding strategy?
 » Lessons I Wish My Younger Pay Per Click Self Had Learned Earlier
Here were the questions asked during the October 22, 2013 session: View this streamcap

  1. What is the one thing that you wish you’d have known from your very 1st day and why?
  2. What PPC Metric would you like to tell your younger self to spend MORE time analyzing? Why?
  3. What PPC Metric do you wish you’d spent LESS time obsessing on and why?
  4. If you could go back in time, how would you approach ad creation, optimization & ad format varieties differently early on?
  5. Which PPC Ad Platform(s) do you wish you’d taken more serious earlier on?
  6. What PPC Tools do you wish you’d have found earlier and why?
  7. If you could start all over again, how would you approach learning about PPC differently?
 » Effectively Managing Several PPC Accounts
Here were the questions asked during the October 29, 2013 session: View this streamcap

  1. How much time do you dedicate to client communications? How much is scheduled v. unscheduled?
  2. What are your strategies to make sure you communicate with clients on a regular basis? What’s a regular basis?
  3. How often are you setting/revisiting goals with your clients?
  4. What are your biggest challenges/solutions in managing multiple clients?
  5. What strategies do you use to manage your daily workloads?
  6. What tools do you use to more effectively manage multiple clients?
 » Preparing to Feast on Thanksgiving Pay Per Click
Here were the questions asked during the November 5, 2013 session: View this streamcap

  1. Are you cooking PPC promotions for Thanksgiving & what types are you preparing for: b2b, b2c, ecom, local…?
  2. How far in advance did you start planning for Thanksgiving? Last Year or Month, This Month, Right now! … Why?
  3. Are you changing any NON-Thanksgiving campaigns due to the holiday? Maybe pause, change Budget or CPC..?
  4. How does Ad Scheduling and Day Parting figure into your Thanksgiving campaigns?
  5. How do you see your campaign(s) changing and evolving over Thanksgiving? Ad Copy, Keywords, Bids…?
  6. How are you planning your Ecommerce campaigns to get “stuffed” over the Thanksgiving holiday?
  7. What tips & advice would you give to a Local business on planning a Thanksgiving PPC campaign?
  8. What Mobile considerations do you have for Thanksgiving? -100%, price compare, device targeting, other…
 » Today’s Pay Per Click Settings For Success

CallRail was the proud sponsor of this chat.

Here were the questions asked during the November 12, 2013 session: View this streamcap

  1. Do you turn on the “include plurals, misspellings, and other close variants” keyword matching option? Why or why not?
  2. What is your ad delivery preference? Why?
  3. In BingAds have you played with bid adjustments by demographic (gender and age)? If so, what are some tips to remember?
  4. Have you experimented with adding more languages to accounts? Have you noticed a difference in traffic?
  5. What are your ideal location option settings (target and exclude)? Why?
  6. What is one setting you’ve recently experimented with that you may not have used before?
  7. Do you notice differences in campaign activity when using specific campaign types? ie “Search Network only – Product Listing Ads”
 » AdWords Dynamic Remarketing

Marin Software was the proud sponsor of this chat.

Here were the questions asked during the November 19, 2013 session: View this streamcap

  1. For those who haven’t implemented AdWords Dynamic Remarketing, what have been your biggest hurdles?
  2. Do you run Dynamic Remarketing campaigns in conjunction with legacy Remarketing campaigns? Why or why not?
  3. To what extent do you customize your Dynamic Remarketing ad templates (ie: button color, background, etc)?
  4. Which Dynamic Remarketing ad templates do you find work best? Worst?
  5. What are some custom Dynamic Remarketing audiences you have setup (aside from the standard ones)? How have they performed?
  6. What results have you seen with Dynamic Remarketing? Are you surprised?
 » The Complete Guide to Ad Extensions – Part 1
Here were the questions asked during the November 26, 2013 session: View this streamcap

  1. How has the recent update to ad rank which takes into account ad extensions impacted your campaigns? Will your ad extension policy and implementation change at all based upon the new ad rank formula? Why or why not?
  2. How do you determine which ad groups get sitelinks and which sitelinks get descriptions?
  3. What do advertisers need to know about desktop vs. mobile sitelinks?
  4. What is your preferred way to use call extensions, ie: do you use Google’s forwarding number or your own number? Why?
  5. What value (if any) does the social extension provide and how do you track this extension’s effectiveness?
 » The Complete Guide to Ad Extensions – Part 2

CallRail was the proud sponsor of this chat.

Here were the questions asked during the December 3, 2013 session: View this streamcap

  1. Do you find that the location extension provides value? Why or why not?
  2. Have you used the review extension? What are your thoughts on this extension?
  3. Both aesthetically and performance wise, do you believe the communication extensions are useful? And by communication extension I’m talking about boxes that say “Get offers,” “get emails,” etc.
  4. For those who have used the app extension, do you find it performs well/is useful? How so?
  5. What ad extensions would you like to see?
  6. Do you believe ad extensions can help sway clicks away from those users who would have clicked PLAs? Why or why not?
 » The World of Pay Per Click in 2013

Marin Software was the proud sponsor of this chat.

Here were the questions asked during the December 17, 2013 session: View this streamcap

  1. Aside from Enhanced Campaigns, what do you believe was the biggest PPC story of 2013? Why?
  2. How did you fare with your 2013 PPC predictions?
  3. What do believe was the most overrated PPC change/update of 2013? Why?
  4. What do you believe was the most underrated PPC change/update of 2013? Why?
  5. What was the most important tip/tactic you learned in PPCChat in 2013?
  6. What updates and/or improvements can be made to make PPCChat better in 2014?

PPCChat in 2012

 » PPC and Analytics
Here were the questions asked during the January 3, 2012 session: View this streamcap

  1. What filters do you setup in Google Analytics to provide additional insights into your PPC campaign?
  2. Do you import Google Analytics goals to AdWords? If so, do you report event tracking/virtual pageview conversions to clients?
  3. @Bethany_Bey recently wrote “5 Questions You Need To Answer About Your PPC Account Using MCF” about the new multi-channel funnels report in Google Analytics in relation to understanding the role of PPC in the conversion process. How are you making use of the multi channel funnels report?
  4. What insights do you glean from the paid keyword report in Google Analytics and what actions do these insights lead to?
  5. Aside from PPC post click data, how do Analytics help you to optimize your PPC campaigns?
  6. How much time do you spend reviewing analytics for your clients? If not much time what is the obstacle(s)?
  7. What are your analytics Must Haves/Dos for any size PPC account?
 » The Art of PPC Blogging
Here were the questions asked during the January 10, 2012 session: View this streamcap

  1. Why do you and/or your company blog about PPC?
  2. Is it a necessity for PPC agencies to keep (and consistently update) a blog? Why or why not?
  3. What is your target audience(s)? Does this audience(s) influence how your blogs are written (ie: advanced topics vs. basic info)
  4. Do you personally glean new info from blogs or do they act as more of a confirmation of your PPC tactics?
  5. Which PPC blogs do you find to be the best for a) advanced audiences and b) novice audiences?
  6. How do you generate ideas for new PPC blog posts?
  7. What are some tips you would give others for blogging about PPC?
 » Phone Call Tracking in PPC
Here were the questions asked during the January 17, 2012 session: View this streamcap

  1. Aside from Google’s reporting, how do you track the authenticity of call metrics and mobile click to calls?
  2. Which phone call tracking software do you find works the best? Why?
  3. Do you include phone calls when calculating conversion metrics?
  4. How do you impress upon clients the importance of tracking phone calls originating from PPC? Especially if they are unwilling to implement call tracking software?
  5. Do you write ads with a call to action of “Call Us” (or messaging along these lines)? How effective are these ads?
 » Extreme PPC Ad Copy
Here were the questions asked during the January 24, 2012 session: View this streamcap

  1. Talk about unique messaging and/or formats you have used in search network text ads to make your ads stand out?
  2. Do you find your more “nonconventional” ads to improve CTR? How about conversion rates?
  3. How do you ethically distinguish yourself from the competition in ad copy?
  4. Talk about the types of unique messaging you have used in sitelinks and/or to present your ad in a more distinguished light?
  5. What resources do you use to create more interactive ads (ie: rich media ads, video ads, mobile ads, etc) & are you at a disadvantage if you don’t have access to create these types of ads (aside from the display ad builder)?
  6. What are some techniques you use to create attention grabbing display and Facebook ads?
 » Free and Paid PPC Tools
Here were the questions asked during the January 31, 2012 session: View this streamcap

  1. What do you consider a “tool” to help you with PPC? Only applications? Only paid tools?
  2. If you could only have one Free Tool and one Paid Tool, which would they be?
  3. What are the best competitive research tools you’ve found? How do you utilize them?
  4. What tools do you use for keyword research?
  5. What are the best management tools(bids, writing ads, etc.)?
  6. What tool would you like to see that is currently unavailable or not satisfactory?
 » All About AdWords Editor
Here were the questions asked during the February 7, 2012 session: View this streamcap

  1. What lesser known feature of AdWords Editor do you utilize and how?
  2. Talk about how you use Excel in conjunction with AdWords Editor?
  3. Can the ease & automation Editor provides act as a negative at times to account performance? Why or why not?
  4. What are some areas in which Editor is either too complicated or tries to do too much?
  5. What additional features would you like to see implemented in Editor?
  6. For those agencies who have multiple employees working on an account, what guidelines do you setup with Editor?
  7. Do you find value in the Keyword Grouper and Keyword Opportunities tools? If so, how?
  8. With AdWords consistently adding features & making updates to the UI how often should a new Editor version come out?
 » Branded PPC
Here were the questions asked during the February 14, 2012 session: View this streamcap

  1. What is your “be all end all” reason for bidding on branded terms (or not bidding on branded terms)?
  2. How does the search funnels & or multi channel funnels report play into how you bid & report branded vs. non-brand conversions?
  3. Does the use of branded terms in your non branded ads improve CTR and/or conversions for example, a search for “basketball shoes” yields an ad with a headline of “Nike Basketball Shoes”?
  4. Talk about how you report branded vs. non branded traffic? Do you provide metrics just for non-branded traffic?
  5. In what situations would you recommend that a client NOT bid on their branded keywords?
  6. For those running video campaigns, how have branded keywords & to a lesser extent remarketing lists played into this strategy?
  7. What bidding requirements do you set up for branded keywords (ie: no branded keyword bid goes above $0.50, etc)?
 » Working Together – PPC & SEO
Here were the questions asked during the February 21, 2012 session: View this streamcap

  1. How much should a PPC specialist know about SEO?
  2. For those working in agencies with both PPC and SEO services, how do these teams interact (if at all)?
  3. Talk about your strategy for adding top searched organic keywords (from Analytics) to your PPC campaigns? Do you use site search reports to add new PPC keywords?
  4. Can effective PPC text ads help with SEO copyrighting (both content and code)? Why or why not?
  5. Do you up sell SEO to PPC clients? If so, what are the reasons you give to clients for trying SEO?
  6. What is your best analogy when comparing PPC and SEO?
 » PPC & Site Architecture
Here were the questions asked during the February 28, 2012 session: View this streamcap

  1. How does a website’s architecture affect your PPC account builds?
  2. What types of PPC data warrant new landing pages or updates to existing pages?
  3. How involved are you with website conversion optimization in tandem with your PPC accounts (ie: shopping carts, buttons, etc)?
  4. Have you been involved in website redesigns that factored in PPC data? How so?
  5. From a website perspective, what are some easy updates that can be made to improve conversion rate?
  6. Do you utilize any sort of landing page score system? How so?
 » Text Ad Tips and Analysis for PPC
Here were the questions asked during the March 13, 2012 session: View this streamcap

  1. What do you consider your best practice(s) for creating Text Ads? Formatting, Call-To-Actions, & Others?
  2. Do you regularly use DKI? If so, in Headlines, Description, both? And have you noticed a positive or negative impact on Conversion Rates and/or Cost-Per-Conversion compared to non-DKI ads?
  3. How have Extended Headlines affected your Call-to-Action placement & writing Description Line #1?
  4. What is your current Display URL strategy? Keyword Rich? Call-to-Action/Benefit? And what’s working for your CTR & CRO?
  5. If Top and Side Ads had the same CTR & Click Volume, and you could choose 1 consistent format, which would you choose and why?
  6. What is your process for determining Text Ad winners and losers?
  7. How do Conversion Rates of Text Ads play into your overall management of a PPC campaign when LPs can vary or are being tested?
  8. Do you have a different process for analyzing and creating Text Ads for adCenter that is different from AdWords?
 » PPC Campaigns in Their Infancy
Here were the questions asked during the March 20, 2012 session: View this streamcap

  1. What expectations do you set with clients when kickoff off new PPC campaigns?
  2. In general how much time do you let go by, or what trending do you see, before making optimizations?
  3. How do broad and modified broad match keywords play into a PPC campaign’s infancy?
  4. How do you determine a monthly budget when beginning a new PPC campaign (if you do at all)?
  5. How extensively do you communicate with clients during a PPC campaign’s infancy?
 » Spring Cleaning Your PPC Accounts
Here were the questions asked during the March 27, 2012 session: View this streamcap

  1. How often do you review paused keywords and ad groups to potentially resume them?
  2. Do you ever delete paused campaigns, ad groups, keywords and/or text ads? Why or why not?
  3. How often do you review AdWords & adCenter account & campaign settings? Do you tend to find updates needing to be made?
  4. Talk about the naming conventions you use for your individual accounts (campaigns & ad groups) as well as your company MCC?
  5. How do you ensure all ads and landing pages are relevant and don’t contain out of date promotions?
  6. Do you provide clients w/ monthly or quarterly strategy documents? If so what do these documents entail (not monthly reports)?
 » Taking a Closer Look at Cost per Conversion
Here were the questions asked during the April 10, 2012 session: View this streamcap

  1. How do you & your clients determine target cost per conversions (if you do at all)?
  2. How has ad positioning affected your cost per conversions?
  3. Is cost per conversion the primary metric you optimize for? Why or why not?
  4. In what situations is a high cost per conversion OK? 
  5. Do you report many-per-click cost per conversions? If so, what insight or explanation do you share with clients?
  6. How do you predict the implementation of extension level conversion metrics will influence your management and reporting?
  7. Do you break out cost per conversions by conversion type or report at aggregate level? Why?
 » Client Interaction
Here were the questions asked during the April 24, 2012 session: View this streamcap

  1. Ideally, how often do you communicate with clients, whether by email, phone or in person?
  2. Aside from showing great results, what are some things you do to improve client relations and build trust?
  3. Equally as important, how do you convey poor performance or account setbacks to clients?
  4. How important is the client’s participation in the PPC campaign? Do you convey expectations to clients?
  5. How active are you with clients about discussing non PPC factors such as conversion rate optimization, SEO, etc?
  6. What are some strategies you use to improve communication with unresponsive clients?
 » New Keyword Match Types
Here were the questions asked during the May 1, 2012 session: View this streamcap

  1. What are your hesitations with AdWords near phrase and near exact match types?
  2. What are the positives of near phrase and near exact match?
  3. Though early on, have you seen queries that prove or negate Google’s claim of showing your ads for “other, close variants?”
  4. What are your early impressions of @adCenter’s modified broad match type?
  5. How do you believe these new match types will influence new account setups and PPC education down the line?
  6. How will you be explaining these new match types to your clients?
 » Keyword Matching & Control
Here were the questions asked during the May 8, 2012 session: View this streamcap

  1. Now that @adCenter has BMM, what Percentage of Broad, BMM, Phrase and Exact Match Keywords typically make up your Campaigns?
  2. Now that @adwords has Near Phrase and Near Exact keyword options, do you intend on using them and why?
  3. What Percentage of 1 & 2, 3 & 4 and 5+ word keywords typically make up your Campaigns?
  4. How do you use and mix Broad, Phrase & Exact Match Negative Keywords for your Campaigns?
  5. How do you address Geo-Specific Keywords for Non-Geo-Specific campaigns?
  6. Beyond Country & State targeting, how do you use Location Targeting & Settings for PPC control?
  7. How would you change/fix/blow-up Keyword Match Types to address Control and Volume?
  8. How does Device Targeting (desktop, tablet, mobile) affect your keyword matching and control?
 » PPC Betas & More
Here were the questions asked during the May 15, 2012 session: View this streamcap

  1. How do you find out about new PPC betas and subsequently, how do you go about getting whitelisted?
  2. How do go about presenting betas to clients?
  3. For those with Google teams or reps, how beneficial and/or prohibitive is your team for trying betas?
  4. Does Google run too many betas at one time? Why or why not?
  5. Historically, which betas (when they were betas) did you see good results from? Poor results?
  6. If you were a Google AdWords engineer, what beta would you test?
 » PPC Education & Training
Here were the questions asked during the May 22, 2012 session: View this streamcap

  1. How did you come to learn (and excel) at PPC?
  2. What is your or your company’s process for training entry level PPC associates?
  3. What are your personal thoughts on the value of AdWords & adCenter certifications? Your company’s thoughts?
  4. How do you integrate entry level PPC associates into client facing situations?
  5. Aside from the networking, do you believe conferences are worth the cost? Why or why not?
  6. Discuss a negative client result/interaction that ultimately helped you learn more about PPC (whether it be a topic or lesson)?
 » The AdWords UI
Here were the questions asked during the May 29, 2012 session: View this streamcap

  1. What is your favorite feature of the AdWords UI? Why?
  2. What are some pain points you have with the AdWords UI? Why?
  3. What are your thoughts on the new Display Network tab?
  4. How do you utilize labels in the AdWords UI (if you do at all)?
  5. Where can improvements be made in the My Client Center (MCC)?
  6. As part of your PPC services, do you help/train clients to use the AdWords interface? Why or why not?
 » PPC’s Summer Vacation
Here were the questions asked during the June 5, 2012 session: View this streamcap

  1. What are some keywords (positive or negative) and/or messaging that you find work well during the summer?
  2. How do summer holidays play into your PPC strategies?
  3. For lead generation clients, what trends do you see during the summer months?
  4. How does your messaging differ between Google, MSN, Facebook and/or LinkedIn during the summer months?
  5. What tips do you have for client interaction during the summer months (knowing that vacations are being taken)?
  6. Though closer to the end of summer, how important is “back to school” advertising for your clients?
 » Good PPC Gone Bad: Avoiding PPC Mistakes
Here were the questions asked during the June 12, 2012 session: View this streamcap

  1. What are the most common mistakes you see made in PPC accounts? How about the worst mistakes?
  2. What PPC mistakes have the biggest consequences? Why?
  3. What systems and/or safeguards do you have in place to avoid mistakes in your PPC accounts?
  4. How do you avoid typos when writing 100s of ads?
  5. How do you ensure that all ads are always pointing to live landing pages (ie: not 404 or error pages)?
  6. How do you address mistakes with clients (or the boss)?
  7. What does your company do to legally protect itself (if anything)?
 » Kick Ass PPC
Here were the questions asked during the June 19, 2012 session: View this streamcap

  1. Why do you love PPC? In other words, why are you so eager to go to work every morning?
  2. What is the best type of praise and/or recognition you can receive from a client?
  3. What is the most important item you’ve learned from your PPC peers over the last year, whether it be practical or theoretical?
  4. What are some methods you use to go above and beyond your normal PPC management?
  5. How do you use PPC performance and analysis to help influence other marketing channels?
 » Google Shopping Updates & PPC
Here were the questions asked during the June 26, 2012 session: View this streamcap

  1. What concerns do your clients have about the Google Shopping updates?
  2. How are you explaining the Google Shopping updates to your clients?
  3. What are your thoughts (both positive and negative) regarding the new PLA formats?
  4. How do you ensure PLA campaigns are segmented as finely as they should be
  5. How do you envision the platform within AdWords will be for managing shopping listing results? In other words, how will we manage shopping listings?
 » PPC Conversion Attribution
Here were the questions asked during the July 3, 2012 session: View this streamcap

  1. Do you show clients keyword search funnel reports? If so, how do you explain their significance?
  2. How do you present Google Analytics multi channel funnel reports in conjunction with regular PPC conversion tracking?
  3. How do you explain view-through conversions to clients and their importance (or lack there of)?
  4. How does the 30 day AdWords conversion tracking cookie influence your reporting?
  5. Where does proper conversion attribution fall short in PPC?
  6. How actively do you help clients with conversion attribution and also conversion rate optimization?
 » Attention to Detail In PPC
Here were the questions asked during the July 10, 2012 session: View this streamcap

  1. How granular do you segment device specific campaigns (just by device or by OS and/or device model)?
  2. Aside from your text ads containing targeted KWs & call to actions, what are additional features your ads must contain?
  3. Do you build smaller campaigns in order to utilize more relevant sitelinks extensions? Why or why not?
  4. What match type do you put your negative keywords in? Why?
  5. What is a unique question(s) you ask during a kickoff or monthly client meeting? Why do you ask this question?
  6. What is your biggest PPC pet pieve/obsessive compulsive detail of managing PPC accounts?
 » PPC & Time Management
Here were the questions asked during the July 17, 2012 session: View this streamcap

  1. What are some filters you use to save time when managing PPC accounts?
  2. When you only have a limited time period to optimize an account, what are the top 2 initiatives you undertake? Why?
  3. Do you believe ad spend is the be all end all when determining how much time each account receives?
  4. Discuss ways in which you set client expectations in terms of deliverables and communication?
  5. What resources do you use to track your time? If you don’t track your time, why aren’t you?
  6. What are some tasks that you hand off to junior members of the team or interns? Why?
 » PPC Location & Language Targeting
Here were the questions asked during the July 24, 2012 session: View this streamcap

  1. How granularly do you segment campaigns by location and language?
  2. Do you make use of the advanced location targeting options? Why or why not?
  3. What are some unique geo targeted campaigns you have created?
  4. How accurate and/or beneficial do you find the location and language targeting options to be across the paid platforms?
  5. When bidding on specific town or city keywords (ex: “boston dentists” or “austin texas lawyers”) what is your preferred campaign setup and/or keyword match type(s)?
  6. When utilizing location specific keywords, what are some proactive moves you make to ensure ads are seen in correct location?
 » Mobile & Tablet PPC
Here were the questions asked during the July 31, 2012 session: View this streamcap

  1. Do you create (and test) separate campaigns for mobile devices if you don’t have a mobile website? Why or why not?
  2. What do you believe to be the number one benefit of segmenting campaigns by device?
  3. How does your ad copy differ by device (computers vs. mobile devices vs. tablets)?
  4. When auditing accounts, do you let clients know when campaigns aren’t segmented by device? Why or why not?
  5. How do you report AdWords call metrics to clients (click to call & manually dialed)
  6. Do you envision targeting strategies to change for tablet specific PPC campaigns? Why or why not?
 » AdWords Display Network – Part 1
Here were the questions asked during the August 7, 2012 session: View this streamcap

  1. What are your thoughts on DN topic and interest targeting? How do you best utilize these methods to show great results?
  2. How do you best utilize keywords to make sure your ads show in the most relevant area of DN placements?
  3. When creating a managed placement campaign, do you share the desired placements with the client? Why or why not?
  4. What are your thoughts on Google’s Display Ad Builder?
  5. Who creates image and/or rich media ads for your clients? If you or your agency creates these ads, do you charge a separate fee?)
  6. What is your criteria for excluding placements? In other words, why would you choose to exclude a specific DN placement?
 » AdWords Display Network – Part 2
Here were the questions asked during the August 14, 2012 session: View this streamcap

  1. Do you prefer the new AdWords remarketing format or the legacy version? Why or why not?
  2. What have been your experiences so far with remarketing via Google Analytics?
  3. Do you or your agency charge a separate fee for remarketing? How do you price the service?
  4. What are some unique remarketing audiences you have created?
  5. What do you believe the future of remarketing to be (formats, ads, etc)?
  6. How do you utilize remarketing data to improve and expand your overall Display Network presence?
 » Dealing with Disapproved Ads
Here were the questions asked during the August 21, 2012 session: View this streamcap

  1. How often do you check for disapproved/under review ads in your accounts? Do you setup a filter(s)?
  2. How do you communicate the ad review process with clients who sell questionable products (vitamins, pharmaceuticals, etc)?
  3. How do you interact with clients when they forward you ad disapproval emails?
  4. What types of messaging do you try to avoid in your copy so ads won’t get disapproved or be put under review?
  5. What tactics do you use to ensure ads don’t stay in the dreaded “under review” state for longer than necessary?
  6. Have you noticed any difference in traffic (clicks & impressions) with ads that are approved vs approved (limited)?
 » PPC CRO (and every other acronym we can think of)
Here were the questions asked during the August 28, 2012 session: View this streamcap

  1. When launching a new PPC campaign, what steps do you take to make sure conversions head up and to the right from the beginning?
  2. How does your CRO strategy & considerations differ when taking over an existing PPC campaign, from launching a new one?
  3. At what point do you feel you have enough data to make CRO decisions on Ads and Keywords?
  4. How involved are you able to be with the Landing Pages for your campaigns?
  5. How and what do you address to make sure your Landing Pages will convert your PPC traffic?
  6. What CRO tips and advice do you have for PPC Display campaigns for networks like Google, Facebook and/or LinkedIn?
  7. What PPC CRO advice would you give to someone just getting started in Pay Per Click Advertising?
 » Getting Ready for Holiday 2012
Here were the questions asked during the September 4, 2012 session: View this streamcap

  1. Have you begun speaking with your clients about holiday strategy and promotions? If not, when will you?
  2. As a PPC account manager, what would you ideally like from your clients in order to prepare for the holiday season? Why?
  3. How should clients emphasize holiday sales and promotions on site (in order to improve conversion rate)?
  4. How will remarketing play into your holiday strategy?
  5. How will you recycle last year’s holiday campaigns in order to prepare for holiday 2012?
  6. How far in advance to you write your holiday ads?
 » Hiring for PPC
Here were the questions asked during the September 11, 2012 session: View this streamcap

  1. What characteristics would you look for when hiring an entry level PPC associate?
  2. What types of questions do you ask PPC candidates (both at the entry and intermediate levels)?
  3. How do you ensure you aren’t “tricked” by a candidate (eg: talks a good game)?
  4. How much attention do you give to someone’s LinkedIn profile when hiring? What areas of his/her profile do you look at?
  5. What expectations do you set with entry and intermediate level candidates during the interview?
 » The Definitive Guide to the Search Query Report
Here were the questions asked during the September 18, 2012 session: View this streamcap

  1. Do you find that you add more ad group level or campaign level negative keywords based off the search query reports? Why?
  2. Aside from finding negative keywords, what is your most beneficial use of the search query report?
  3. How have the phrase and exact close variants performed in your campaigns (or not performed)?
  4. Do you make use of the matched query report in Google Analytics? What additional value do you find in this report?
  5. How does your analysis of PLA/Google Shopping search query reports differ from a non PLA/Google Shopping search query report?
 » AdWords Search Funnels Report
Here were the questions asked during the September 25, 2012 session: View this streamcap

  1. Do you report to clients any of the information in the search funnels report? If so, what information?
  2. What are some action items you are able to take from the top paths report?
  3. How have product listing ad campaigns impacted your search funnels?
  4. Has anyone heard from Google folks about additions or changes coming to Search Funnels reporting?
  5. What insights do you glean from the path length portion of the search funnels report (or weird trends)?
  6. What are some trends you notice in the time lag report? How does this report help in your overall PPC management?
  7. How is the search funnels report more beneficial than the multi channel funnels report in Google Analytics?
 » AdWords for Video
Here were the questions asked during the October 2, 2012 session: View this streamcap

  1. How does online video play into your clients’ overall marketing strategies?
  2. Are any of your clients using AdWords for Video and if so, what are your initial thoughts?
  3. How do you like to target audiences when using AdWords for video (topics, interests, search keywords, etc)?
  4. How can remarketing through video help your clients achieve better results?
  5. What are the primary metrics you use to gauge success when running AdWords for video campaigns?
  6. How does the “video played to” metric help you determine ad success not just for PPC but other channels as well?
 » The Tricks & Treats of Halloween PPC
Here were the questions asked during the October 9, 2012 session: View this streamcap

  1. Have you ever run a Ecommerce PPC campaign that was influenced by the Halloween Holiday? If so, how?
  2. What PPC advice would you give to someone for a campaign for a Halloween Event such as a hotel, restaurant or similar?
  3. How do you approach a promotion for an holiday like Halloween? Unique text ads, ad groups and/or whole separate campaigns?
  4. What website and landing page changes would you make for a holiday promotion such as Halloween to increase your PPC results?
  5. What considerations do you have for an AdWords Display Network campaign?
  6. How would a Facebook Halloween campaign differ from one ran on another platform?
  7. How could you creatively use Remarketing? Any different considerations for pre vs. post Halloween?
 » Attending PPC Conferences
Here were the questions asked during the October 23, 2012 session: View this streamcap

  1. From an agency perspective, do you believe conferences are worth the cost? Why or why not?
  2. What are some ways networking has helped you better hone your PPC skills and/or helped your career movement?
  3. If you aren’t speaking, how do you prepare for conferences?
  4. We all know that Hero Conf is awesome, but what other conferences offer great PPC sessions?
  5. Aside from networking, do you believe there is enough justification of cost for a senior PPC specialist to attend conferences?
  6. If you could see only one speaker present, who would it be? Why?
  7. What, if anything, are you expected to bring back to your company and present after a conference?
 » Dynamic Search Ads
Here were the questions asked during the October 30, 2012 session: View this streamcap

  1. At what point in the progression of a client’s campaign do you believe it makes sense to use Dynamic Search Ads (if at all)?
  2. How would you compare and contrast product listing ads vs. dynamic search ads?
  3. How can DSAs help improve overall account performance?
  4. How in-depth do you set your dynamic ad targets?
  5. How do you setup your dynamic tracking URLs?
  6. Do you believe DSAs can be used effectively for non ecomm campaigns? Say a B2B or B2C site?
 » Social PPC for the Holidays
Here were the questions asked during the November 6, 2012 session: View this streamcap

  1. What are some ways that promoted tweets and FB ads can help your holiday advertising efforts?
  2. Do you remarket to visitors coming to your site from social media channels? If so, what messaging do you show them?
  3. What sorts of holiday promotions do you plan to run through Facebook (or have run in the past)?
  4. As a consumer, what sorts of holiday messaging appeals to you through channels such as Facebook, Twitter, Pintrest, etc?
  5. What metrics do you use to determine success from social PPC campaigns? Why?
  6. How will social PPC play into your 2013 PPC strategy?
 » Google Shopping
Here were the questions asked during the November 13, 2012 session: View this streamcap

  1. How has the Google Shopping update affected your PPC education and management style?
  2. Along with managing the AdWords account, do you actually update and optimize the feed as well?
  3. What are some new strategies and “tricks” you’ve learned managing PLA campaigns?
  4. What role (if any) are the actual feed attributes (title, description, etc) having in PLA optimization?
  5. If you could only invest in one activity, would it be Google Shopping or the Display Network? Why?
  6. How will Google Shopping change the paid search landscape in terms management and results?
 » Black Friday & Cyber Monday PPC
Here were the questions asked during the November 20, 2012 session: View this streamcap

  1. How do you automate the process (if you do) of posting Black Friday and Cyber Monday ads? In other words, do you stay up until midnight to post Black Friday and Cyber Monday ads?
  2. Do you bid on “Black Friday” and “Cyber Monday” terms (eg: black friday mattress deals)? Why or why not?
  3. Do you create display network image ads strictly to use on Black Friday and Cyber Monday? Why or why not?
  4. How available are you to clients during the Thanksgiving holiday weekend?
  5. How do you best utilize ad extensions to promote Black Friday and Cyber Monday messaging?
  6. Will you be utilizing AdWords Labels to target shoppers for Black Friday and Cyber Monday? How so?
 » Best Practices for Implementing Tests & New Strategies
Here were the questions asked during the November 27, 2012 session: View this streamcap

  1. How often do you run “tests” you’ve never tried before? i.e. new strategy, new ad formats, etc.
  2. What are your “best practices” for running tests and new strategies in PPC accounts?
  3. How do you determine which tests you should run for your accounts?
  4. Where do you find inspiration for new tests? Blogs? Twitter?
  5. What’s the most creative and succesful test/strategy you’ve ran?
  6. How do you address testing with your clients/boss/whomever?
  7. What mistakes/pitfalls would you advise newbies to avoid when testing?
 » Year Over Year PPC Reporting
Here were the questions asked during the December 4, 2012 session: View this streamcap

  1. Do you include year over year metrics in your PPC reports? Why or why not?
  2. How do you explain results to clients when year over year numbers are down?
  3. How much do you go into detail about the PPC landscape when comparing year over year numbers?
  4. In which industries have you seen the greatest year over year difference, positive or negative?
  5. How many years back do you go when comparing year over year numbers? Why?
  6. Do you use the previous year’s number to project future performance?
 » Reviewing AdWords My Client Center (MCC)
Here were the questions asked during the December 11, 2012 session: View this streamcap

  1. Does everyone at your company get access to the MCC? Why or why not?
  2. How extensively do you use MCC reporting? What types of reports do you run?
  3. What do you find the most beneficial use of the MCC to be (aside form all accounts in one place)?
  4. Do you utilize labels in the MCC? If so, what convention/taxonomy do you use?
  5. How do you use MCC automation (if you do at all)?
  6. Do you or your company utilize the AdWords API to build your own management applications?
  7. Do you explain to clients what the MCC is and why you use it? Why or why not?
  8. What is your preferred method of gaining access to audit an account?
 » PPC in 2012
Here were the questions asked during the December 18, 2012 session: View this streamcap

  1. What was your favorite PPCChat of 2012? Why?
  2. What do you believe was the biggest PPC story of 2012? Why?
  3. What 2012 PPC prediction of yours came true? What did not?
  4. How did PPC evolve in 2012 (good or bad)?
  5. What was the most important tip/tactic you learned in PPCChat in 2012?
  6. What updates and/or improvements can be made to make PPCChat better in 2013?

PPCChat in 2011

 » Pay Per Click Keywords
Here were the questions asked during the April 12, 2011 session: View this streamcap

  1. AdWords Modified Broad Match has now been around for 9 months. What trends have you seen and are you happy with the results?
  2. What trends and results have you seen with session based broad match and is this match type beneficial or just plain costly?
  3. What is your strategy for bidding on branded keywords? If you don’t bid on branded keywords, what is the reason(s)?
  4. Do you bid on competitor branded terms? Why or why not?
  5. Beyond search query reports and analytics, how do you find negative keywords?
  6. Especially for campaigns with small budgets, competing with the big guys is tough. How do you stay in the game?
  7. Do you pause or delete keywords that Google has deemed to have “low search volumes”?
 » Pay Per Click Account Structure
Here were the questions asked during the April 19, 2011 session: View this streamcap

  1. Search intent is a major factor of any campaign. How finely do you break out campaigns and ad groups?
  2. How much of a factor is budget in determining account structure?
  3. Especially in ecommerce campaigns, how do ad extensions play into account structure?
  4. What differences & tactics do u employ when creating mobile specific campaigns (aside from creating a device specific campaign)?
  5. Do you actively monitor the Dimensions tab and if so how does it help you make decisions?
  6. Have you made use of the new AdWords advanced location options? If so, how have the results been?
 » Small Business & Small Budget Campaigns
Here were the questions asked during the April 26, 2011 session: View this streamcap

  1. How do you initially approach and/or develop a PPC campaign for a small business or a smaller budget?
  2. How granular do you location target KWs w/ small budgets (eg: city, town, etc) & what do you do if KWs have low search volumes?
  3. How does your ad and landing page testing strategy change for smaller campaigns?
  4. How has the implementation of location and phone extensions helped generate in store traffic and/or phone calls for clients?
  5. How do you justify additional PPC spend to clients when you have so little margin for error (and testing)?
  6. Can the average small business owner succeed with limited PPC knowledge or is a specialist necessary?
  7. Are lower cost PPC platforms like Facebook, adCenter, and 7Search worthwhile in terms of cost, volume of traffic, and effort?
 » Facebook Advertising
Here were the questions asked during the May 3, 2011 session: View this streamcap

  1. How do you sell Facebook advertising to clients? In other words, what merits & benefits of FB do you preach to clients?
  2. For clients with lower budgets would you recommend a Facebook campaign instead of a keyword based PPC campaign? Why?
  3. What target verticals or industries has Facebook produced positive results for your clients? And which have not?
  4. From which FB ad destination URL have you seen better results, fan page or website landing page?
  5. Discuss a unique way that you have used FB targeting in a campaign.
  6. How has FB advertising helped (or hurt) your other marketing channels?
  7. What do you consider to be a relatively good CTR for Facebook ads?
 » Text Ad Writing for AdWords and adCenter
Here were the questions asked during the May 10, 2011 session: View this streamcap

  1. What ad copy trick or technique do you feel is underutilized?
  2. How do you write ads (especially headlines) when the targeted keyword is over 25 characters?
  3. Conceding that landing pages aren’t always perfect, how do you write text ad CTAs when the LP conversion isn’t clearly defined?
  4. When and how do you make the determination that an ad is either succeeding or failing?
  5. Which AdWords ad rotation do you utilize? Do the optimization options actually provide better results than standard rotation?
  6. Do you write ads differently for Google and Bing? If so, what are the reasons for differentiating the copy?
  7. How do ad extensions impact the way you write text ads?
 » Pay Per Click Landing Pages
Here were the questions asked during the May 17, 2011 session: View this streamcap

  1. How do you define a “PPC Landing Page”?
  2. Do keywords drive landing page development or do landing pages determine what keywords you purchase?
  3. Will you take on a PPC campaign when landing page development isn’t an option? Why?
  4. Aside from landing page basics (call to action, concise copy, short form), what is the number 1 item you must have on your LPs?
  5. How extensive do you test landing pages for browser and screen resolution compatibility? What tools (if any) do you use to test?
  6. Brad Geddes recently asked “Should Your Paid Search Accounts Care About Bounce Rate?” What do you think?
  7. How does the size of your PPC campaign determine how much landing page testing there will be? Or does it not matter?
  8. What messaging do you put on your LP thank you pages to keep the lead/customer interested in your brand?
 » Selling Pay Per Click Services
Here were the questions asked during the May 24, 2011 session: View this streamcap

  1. What is your number one value proposition when selling PPC to potential clients?
  2. What resources do you use to not only sell PPC, but make yourself or your company stand out from the competition?
  3. How much effort will you spend trying to win business (or what deliverables will you provide) before you ask for a decision?
  4. How do you deal with potential clients who ask for guarantees or have unreal expectations?
  5. Do you specifically sell AdWords to potential clients or do you vary by situation (ex: small budgets should just use adCenter)?
  6. What are the challenges you face when you are doing the PPC work and acting as the sales person at the same time?
  7. Google puts a big emphasis on using AdWords vouchers to win business. How much do you utilize them in the selling process?
 » Managing and Optimizing Pay Per Click Campaigns
Here were the questions asked during the May 31, 2011 session: View this streamcap

  1. For specialists at agencies managing multiple accounts, how often do you make optimizations (edit bids, add negative KWs, etc)?
  2. If you are limited on time, what is the one report you would run and subsequently what is the action(s) that would be taken?
  3. Once a campaign has been running for several months, are search query reports the number one source for keyword expansion?
  4. Do multiple employees work on the same account, and if so, how does the change history report factor into the management?
  5. When new AdWords features are announced, how proactive are you in implementing them in client accounts?
  6. What tools or strategies do you use to map keyword & text ad performance over time in order to make actionable decisions?
 » Google AdWords Remarketing
Here were the questions asked during the June 14, 2011 session: View this streamcap

  1. How do you determine that remarketing is right for a client?
  2. Do you still run other display network campaigns while running a remarketing campaign? Why?
  3. What is your thought process when creating a remarketing list?
  4. Can remarketing work when only using text ads or are image and video ads necessary to see positive results?
  5. What forms of messaging have you used in remarketing ads to not only get customers back to your site, but also to convert?
  6. Especially for clients striving toward lead generation, do you utilize different landing pages in your remarketing campaigns?
  7. Aside from conversion and revenue figures, what metrics do you pay attention to while remarketing?
 » Local Pay Per Click Campaigns
Here were the questions asked during the June 21, 2011 session: View this streamcap

  1. When you initially build a Local PPC Campaign, do you prefer to start with “Geo-Modified”, “General Geo-Targeted” or both? Why?
  2. What has been your experience with Google AdWords newer “Advanced Location Options” Campaign settings?
  3. Do you receive higher QSs, CTRs and CPCs from Geo-Modified Keywords or Geo-Targeted General Keywords? Comparable?
  4. How do you approach writing Text Ads for Local PPC Campaigns? Same or different for Geo-Modified & Geo-Targeted Campaigns?
  5. How do you approach Keyword Match Types for Geo-Modified & General Geo-Targeted Keywords? ["+Minneapolis +pizza"] & ["+pizza"]
  6. How do you approach Negative Keywords for Geo-Modified & General Geo-Targeted Keywords? -["frozen"]
  7. Which Ad Extensions are working for your Local PPC Campaigns? To what avail?
  8. How do you approach Landing Pages for Local Pay Per Click Campaigns? What is working? What has not?
  9. Mobile PPC is Hot and Extremely Local! What’s working for your Local Mobile PPC Campaigns?
 » The Ins & Outs of Ad Groups
Here were the questions asked during the June 28, 2011 session: View this streamcap

  1. What have your results been when creating AGs (Ad Groups) where search intent is further along? Eg:”buy dress shoes” vs. just “dress shoes.”
  2. Do you utilize separate Ad Groups for individual keyword match types? What have your results been?
  3. How has the addition of the Modified Broad Match type impacted Ad Group expansion (or subtraction)?
  4. Do you add negative Keywords at the Ad Group level? As a side note, discuss impact on CTR & conversion rate when adding negatives at AG level.
  5. How and when do you determine whether a set of keywords within an existing Ad Group deserves its own Ad Group or Campaign?
  6. What features and settings would you like to see at the Ad Group level?
  7. Do you segment Ad Groups any differently between mobile campaigns and desktop/laptop campaigns?
 » Understanding B2B & Ecommerce Campaigns
Here were the questions asked during the July 5, 2011 session: View this streamcap

  1. Do you find your keyword QS’s differing dramatically between B2B & Ecommerce campaigns? If so, what do you believe are the reasons?
  2. In lead generation campaigns with long sales cycles, how do you ensure leads (and sales) are tracked?
  3. How involved do you become with helping clients nurture PPC leads and/or facilitate more purchases once a sale has occurred?
  4. Often times landing pages are created for B2B campaigns. Do you ever create LPs for ecomm campaigns?
  5. In B2B campaigns w/ specialized terms & audiences, what resources do you use to ensure text ads & LPs are accurate & effective?
  6. Has demographic/audience targeting in Facebook and LinkedIn improved your B2B/ecomm conversion rates? 1 so more than the other?
 » Client Reporting
Here were the questions asked during the July 12, 2011 session: View this streamcap

  1. How often do you speak with clients to review reports and/or discuss campaigns?
  2. What tactics do you use in reports to highlight successes (ex: written analysis, graphs, etc)?
  3. How detailed are your PPC reports? Do you provide every single detail or just the highlights? Or a combination of both?
  4. When clients insist on a high frequency of reporting, how do you ensure you spend more time optimizing than reporting?
  5. When reviewing reports w/ clients discuss how you provide PPC education in order for them to understand what they are reviewing.
  6. Shawn Livengood just wrote about 1-per-click & many-per-click conversions, Should I Use One Per Click or Many Per Click Conversions . How do you report these metrics?
  7. Do you have a time limit as to how long an individual report should take? If so, how did you derive at this number?
 » Google AdWords Keyword Tool
Here were the questions asked during the July 19, 2011 session: View this streamcap

  1. Do you find value in the AdWords Keyword Tool? Why or why not?
  2. Do you share Keyword Tool data with clients, especially when they are curious about average cost-per-clicks (CPCs)?
  3. What is your first impression when the Keyword Tool shows a huge drop-off from a broad to phrase match term? Ex: if a broad match keyword shows 10,000 monthly searches, but then drops down to 100 phrase match monthly searches?
  4. Why doesn’t Google show Modified Broad Match Keyword stats (or at least indicate the search volume and costs would be different)?
  5. Discuss a unique way you use the Keyword Tool that others might not know?
  6. Do you feel the Keyword Tool has made enough improvements over the years to warrant more trust from advertisers?
  7. What data or feature would you like the Keyword Tool to show that it currently does not?
  8. When beginning a campaign, does the Keyword tool help you determine what match types to put your keywords in?
 » PPC Grab Bag
Here were the questions asked during the July 26, 2011 session: View this streamcap

  1. How do you handle client access to PPC campaigns? And what happens if the client makes updates without alerting you?
  2. Aside from sharing new features, do you find value in having an AdWords rep? If so, what is this value add?
  3. How do you fight complacency? In other words, how do you continue to show clients your value when results start to plateau?
  4. Talk about your initial impressions of the “Top vs. Side” report in AdWords?
  5. As die hard PPCers, do you feel we sometimes make things too complicated and are too biased in our ways? How do you make sure you put yourself in your audiences’ shoes instead of yours?
  6. Could PPC advertising be a legitimate college major (or at least a core area of a marketing/advertising major)?
 » The Future of PPC
Here were the questions asked during the August 2, 2011 session: View this streamcap

  1. Earlier this year Alex Cohen (@digitalalex) wrote The Dawn of Paid Search Without Keywords. What were your thoughts?
  2. Why do you believe the last couple of years have brought so much emphasis to demographic/audience based targeting?
  3. Aside from remarketing, how will demographic/audience based targeting continue to shift from brand awareness to actual sales?
  4. What do you feel the negative ramifications are (and will continue to be) with demographic/audience based targeting?
  5. What new PPC metrics need to be rolled out (created) in order to keep up with all the new AdWords/MSN/FB features we are seeing?
  6. How has remarketing changed the landscape for display advertising?
  7. How confident are you in PPC’s growth over the next several years from both a spend and career standpoint?
 » PPC Conversion Tracking and Reporting
Here were the questions asked during the August 9, 2011 session: View this streamcap

  1. As PPC managers, what is our role in helping clients determine and understand conversion tracking?
  2. Do you setup your conversion codes to track revenue in both Google and MSN? If not, what do you use to track revenue (I’m speaking specifically to the conversion value within the AdWords & adCenter codes)?
  3. Do you import goals from Google Analytics into AdWords? If so, do you find this reporting accurate and worthwhile?
  4. Are you satisfied with adCenter’s conversion tracking? Why or why not?
  5. How do you explain view-through conversions to clients and how much emphasis do you put on them?
  6. Do you (or any of your clients) find value in a pageview conversion? If so, explain what this value is?
  7. To accurately determine the success of PPC campaigns do phone call metrics need to be utilized? Why or why not?
 » Psychology of PPC
Here were the questions asked during the August 16, 2011 session: View this streamcap

  1. How do you feel PPC would change if searchers better understood the process in terms of setup and costs?
  2. Why do you believe AdWords ads are looking more “organic” (ex: longer headlines, sitelinks, etc)?
  3. Are PPC results harder to show when selling higher priced items or items that customers prefer to see in person first?(I would define a higher priced item as something like a bed or a washing machine.)
  4. Have your results proven to you that different industries perform better in adCenter compared to AdWords?
  5. What factors are most important to you when changing a bid on a keyword, placement and/or FB/LI ad?
  6. Aside from monthly reports, what tactics do you utilize to make sure clients understand how successful a campaign is doing?
  7. Do you feel the anguish against remarketing has decreased since its inception? Why or why not? There was heavy concern from searchers (invasion of privacy, etc) when it first began. Has this changed? Why?
 » Ecommerce Pay Per Click Campaigns
Here were the questions asked during the August 23, 2011 session: View this streamcap

  1. How do you initially target an Ecommerce PPC Campaign? Head Term Keywords for categories or Tail Terms for specific Products? Why?
  2. How do you control Ecommerce PPC campaign targeting with Geo-Targeting and Negative Keywords?
  3. What strategies and tactics do you use for Keyword Match Types for Ecommerce PPC? ["+running +shoes"]
  4. How do you approach writing Text Ads for Ecommerce PPC Campaigns? How do you handle DKI, Call-To-Actions and Display URLs?
  5. What has been your experience with Google AdWords Product and/or Sitelink Extensions for Ecommerce PPC Campaigns?
  6. How do you approach Landing Pages for Ecommerce PPC Campaigns? What is working? What has not?
  7. What have you experienced with Mobile PPC targeting for Ecomm campaigns?
  8. Have you run any Facebook or LinkedIn Ecomm campaigns? How did they go?
 » AdWords Product Feeds
Here were the questions asked during the August 30, 2011 session: View this streamcap

  1. Do you tend to create 1 product target per account or multiples containing unique product types (Merchant Center attributes)?
  2. Have you found product listing ads with optional promotional text to work better than those without?
  3. Due to the nature of product listing ads, is optional promotional text even necessary?
  4. Do you use product listing ads and product extensions as alternatives to bidding on keywords with less search volume? In other words, do you use these features as a “catch all” way of still having exposure for relevant terms?
  5. Are product listing ads and product extensions necessary to keep up with, and differentiate yourself from the competition?
  6. How do you recommend a client setup a Google Merchant Center feed when there is no developer on staff?
  7. What is your bidding strategy for product listing ads as no average position is involved & you only bid at the ad group level?
  8. Are there situations where you WOULDN’T run product extensions and/or feeds?
 » Agency vs In-House PPC Management
Here were the questions asked during the September 6, 2011 session: View this streamcap

  1. Melissa Mackey (@Mel66) blogged pros & cons of doing PPC in-house or hiring an agency, PPC In-House or Agency: Decisions, Decisions. Do you prefer to work in an agency working w/ several accounts or in-house working on just one company’s account?
  2. In an agency setting, how many accounts is reasonable for 1 person to manage? Keep in mind account budgets, sizes, etc.
  3. For agency PPC managers, how much time do you generally spend on accounts per week? How did you come to this figure? (Obviously this question involves many variables, but looking for your thought process here as well.)
  4. What are some additional responsibilities that in-house PPC managers have that agency PPC managers do not?
  5. Is there a certain point where in-house PPC management becomes necessary over agency management. If so, at what point?
  6. In which setting, agency or in-house, have you personally provided the best PPC results?
  7. AdWords has MCC & MSN the adCenter agency-client relationship feature. Do Facebook and LinkedIn need tools like these?
 » AdWords Sitelinks
Here were the questions asked during the September 13, 2011 session: View this streamcap

  1. Do sitelinks work better for the purpose of using more real estate or do you find the links to provide highly relevant clicks?
  2. Aside from Google’s reporting, how do you track sitelinks metrics?
  3. Would ad group level sitelinks be too cumbersome for management? Why or why not?
  4. How do you determine which pages become sitelinks?
  5. Which format of sitelinks do you prefer: stackable, 1 line or embedded? (by stackable I mean comprising at least 2 lines)
  6. Do you see stackable and/or 1 line sitelinks being available on the right ads in the future?
  7. What sitelinks messaging do you find works the best (ie: call to action, benefits, price, etc)? Or, since we haven’t had historically accurate reporting, what do you believe works best?
 » Inheriting & Improving PPC Accounts
Here were the questions asked during the September 20, 2011 session: View this streamcap

  1. When inheriting an account, do you prefer to create an account from scratch or reorganize an existing account? Or part of both?
  2. How do you handle an inherited account with very low Quality Scores from poor management?
  3. What is the most common mistake you see made in PPC accounts?
  4. What do you use for organizing keywords and adgroups? i.e. Excel, Adwords Editor, sticky notes?
  5. How much time do you take to reorganize or create a new PPC account?
  6. Do you discuss changes you want to make with the client(or management) before you make the changes?
  7. How do you report changes you have made to the client?
 » Getting Negative
Here were the questions asked during the September 27, 2011 session: View this streamcap

  1. How do you proactively conduct negative keyword research vs. solely being reactive?
  2. From data analysis to implementation talk about the process of reviewing a search query report?
  3. Do you share search query reports with clients? If so, what instructions do you give them?
  4. How can Google and MSN better emphasize the necessity of negative keywords? As an example, should these engines provide predetermined negative keyword lists by industry, vertical, etc. that you can add to any or all of your campaigns?
  5. Is it solely up to advertisers to exclude KWs & placements or must Google better qualify traffic (ie: session based broad match)?
  6. How do you use match types with negative keywords both at the campaign and ad group level?
  7. Do you ever review your negative keywords & placement exclusions for accuracy? In other words, do you ever review negatives to make sure they are still applicable?
  8. Do you exclude products from showing in product listing ads? Why or why not?
 » Dealing With PPC Struggles
Here were the questions asked during the October 4, 2011 session: View this streamcap

  1. What proactive measures do you take to ensure client satisfaction when results are less than satisfactory?
  2. What has been your primary reason for losing PPC clients?
  3. Should we as PPC managers be more selective in the accounts we accept in order provide the best results? In other words, should we accept accounts that we know have poor website conversion funnels, little budget, etc?
  4. How do you get through to clients who don’t seem to understand PPC and its implications no matter what you say?
  5. Is there an industry to which you have had little success? Why do you think this is?
  6. What management advice would you give your fellow ppcchat-ers to help ensure good client relations and/or performance?
 » Pricing PPC
Here were the questions asked during the October 11, 2011 session: View this streamcap

  1. How do you charge for your PPC services and management?
  2. Is it fair to charge by percentage of total spend? In other words, whose to say a $2K account won’t take as long to manage as a $10K account? Should client ad spend be the metric that defines what a PPC manager makes?
  3. For those that charge by percentage of revenue or leads generated, what is your rationale for this payment method?
  4. Can PPC be sold in tiers w/ varying service levels (ie: plan 1 has 5 hours, plan 2 has 10 hours & a remarketing strategy)?
  5. In general, do you believe clients underpay or overpay for our PPC management services? Why?
  6. Have you ever worked at a company where PPC was an add on service & subsequently PPC fees were added as part of other services? In other words, have you worked at a web design agency that offered PPC as a service…or something along these lines?
  7. If you do, how often do you tweak your pricing model and what would lead you to make adjustments?
 » Ringing in the PPC Holidays Part 1
Here were the questions asked during the October 18, 2011 session: View this streamcap

  1. Have you started advertising for the holidays yet? If so when did you start?
  2. What results have you seen when creating campaigns and/or ad groups around generic terms such as “holiday gifts” or “gift idea?”
  3. Have you created any unique display network/remarketing campaigns centered on holiday messaging/promotions? Results?
  4. What messaging do you use specifically during the holiday season to further motivate consumers and improve conversions? Understanding that you can only work with the deals your client is running.
  5. Do you create holiday specific landing pages? If so, what are some instances that these pages are necessary? In other words have you created pages around products on sale during the holiday season, special holiday giveaways, etc?
  6. How do you (or can you?) prevent a huge drop in conversions & conversion rates after the holidays are over?
  7. For non ecomm campaigns, what kind of trends do you see during the holiday season, ie: lower conversions, less clicks, etc?
  8. How do you explain to clients the importance of PPC advertising during the holiday season?
  9. How does your bidding strategy change during the holiday season (if it does)?
 » PPC Theory – A Holistic Look at PPC
Here were the questions asked during the October 25, 2011 session: View this streamcap

  1. AdWords recently blogged that Ads Are Just Answers. Where do you stand on this philosophy?
  2. If you were looking to hire a PPC specialist what characteristics would you look for aside from “an understanding of PPC?”
  3. Discuss how PPC is managed at your company. Does each client get a project manager? Do you act as both specialist and PM, etc?
  4. How important are developers and information architects in contributing to successful PPC campaigns?
  5. How much leeway do you have within your company to test new ideas, even if they may break the conventional PPC mold?
  6. Do you believe one person can successfully provide effective PPC and SEO services to clients or is it one or the other? Why?
  7. What can adCenter do to keep up with ad innovations and targeting methods put forth by AdWords, Facebook & LinkedIn?
 » AdWords Display Network
Here were the questions asked during the November 1, 2011 session: View this streamcap

  1. How do you determine if a client is ready for Display Network advertising?
  2. How does your ad messaging differ on the Display Network vs the Search Network? In other words, why should I click your ad and leave the content I’m looking at if I’m on a Display Network site?
  3. Discuss a Display Network campaign that saw great success. Why do you believe it did so well?
  4. If you see Display advertising as a means of brand awareness, how do you determine success aside from clicks & impressions? What do you define as brand awareness in the GDN?
  5. How has remarketing better helped your overall Display Network strategy?
  6. When choosing Display Network placements what factors determine your selection?
  7. What features would you like to see implemented within the Display Network?
 » PPC Campaign Settings For Success
Here were the questions asked during the November 8, 2011 session: View this streamcap

  1. What is your preferred method of ad rotation: “optimize for clicks”, “optimize for conversions” or “rotate?” Why?
  2. How has the advent of advanced Location Targeting on Adwords affected your campaign targeting?
  3. Do you find added value within adCenter campaigns when targeting by gender and age?
  4. If your client DOESN’T have a mobile site, how does device targeting change (if at all)?
  5. When dayparting & adjusting bids by times, do you find more value in spending more efficiently or improving conversion rates?
  6. Describe a situation where you would choose to deliver your ads at an accelerated pace compared to a standard delivery?
  7. Have you run experiments in AdWords (ACEs) and if so what value(s) do you find with this feature?
  8. What additional settings would you like to see added to AdWords & adCenter? Why?
 » PPC Trending
Here were the questions asked during the November 15, 2011 session: View this streamcap

  1. What are some trends, quantitative and/or qualitative, that you have seen in PPC throughout 2011?
  2. Why do you believe average PPC cost-per-clicks are rising?
  3. Discuss a unique trend or set of competitive metrics you review that has been highly beneficial for optimization?
  4. What specific trends differ when comparing keyword based advertising to audience based advertising (ie: Google vs FB)?
  5. How do you portray and explain to clients how their campaigns are trending (ie: graphs, analysis, etc)?
  6. As we move into 2012 what are some PPC trends you expect to see over the next year?
 » Managing Larger PPC Accounts
Here were the questions asked during the November 29, 2011 session: View this streamcap

  1. How do you define a “large” PPC account? (in this question I would also consider client interaction)
  2. What is your most difficult task when managing larger accounts and how do you overcome this challenge?
  3. What filters do you setup in larger accounts to quickly pinpoint areas in need of improvement?
  4. Aside from #adwords Editor & @adCenter Desktop, what tools/programs do you use to help manage/automate tasks in larger accounts?
  5. Which task(s) tends to get the most overlooked in larger accounts? Why?
  6. When clients request new campaign builds (in existing accounts) what timeframe do you give them & what is your rationale?
  7. What tactics do you use to avoid the overwhelming feeling of managing larger PPC accounts?
 » Ringing in the PPC Holidays Part 2
Here were the questions asked during the December 6, 2011 session: View this streamcap

  1. What were some Black Friday/Cyber Monday trends you noticed, whether it be keyword bids, ad copy techniques, etc?
  2. Last week Lisa Sanner (@LisaSanner) wrote about Post Cyber Monday PPC plans. How are you assessing data/continuing holiday PPC to get more value (ie: revenue, etc) out of your holiday PPC efforts?
  3. How are you utilizing Facebook PPC this holiday season to boost brand awareness and/or revenue?
  4. What’s your PPC high and low for holiday thus far? (Brag, whine– let it all out)
  5. Do you find your holiday landing pages (if you have them) to be driving much more significant revenue over regular landing pages?
  6. What are the biggest differences between your PPC holiday strategy this year vs. last?
  7. What promotions/ad copy will you be running directly after the holidays?
 » PPC Rants and Raves
Here were the questions asked during the December 13, 2011 session: View this streamcap

  1. What are your favorite things about PPC in general?
  2. What do you love about @AdWords? In other words how does GA make you days brighter?
  3. What is your favorite thing about @adCenter?
  4. What other PPC platforms have you come to appreciate and why? FB? LinkedIn? 7Search?
  5. What is are some things about @AdWords that just F’n piss you off?
  6. What are some things that drive you F’n crazy about @adCenter?
  7. For any PPC Platform or Tool, finish this sentence: What would make my job easier would be if _____________ .
 » PPC In 2011 – Highs, Lows & More
Here were the questions asked during the December 20, 2011 session: View this streamcap

  1. What 2011 PPC update have you found to be most beneficial, either for your clients or your own PPC management?
  2. What 2011 PPC update has shown negative ramifications in your accounts or was an update that you just don’t agree with?
  3. Talk about a surprising trend (good or bad) that you noticed this year.
  4. How has the “Top vs. Others” report in AdWords altered your view of ad placement (if it has)?
  5. Did remarketing and/or display advertising play more into your PPC strategy in 2011? Why or why not?
  6. Did you run more FB & LI campaigns in 2011? Do you believe the effort was worth the reward (brand awareness, etc)?

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