PPC Chat Streamcap – Kick Ass PPC

This week Matt Umbro (@Matt_Umbro) earned some well deserved praise this week and came up with a question set titled “Kick Ass PPC.” The following is the transcribed Streamcap from the live chat:

Q1: Why do you love PPC? In other words, why are you so eager to go to work every morning? 

  • Making a measurable difference every day. – Richard Fergie (@RichardFergie)
  •  I love the math behind it…and the results. Plus, everyday there is something different. Especially this year. – Mark Kennedy (@markkennedysem)
    • Only if the results are good though. But at least knowing what to do if it isn’t is what makes it rewarding. – Brian Gaspar (@BGaspar)
  • I love PPC because it’s competitive & I know when I’m winning. Also because it combines art + science. – Robert Brady (@robert_brady)
  • Data + Demand = Marketers Dream. – Chris Kostecki (@chriskos)
  • Where do I start? Every day is different; instant gratification w/data & results; the chance to be both creative & analytical. – Melissa Mackey (@Mel66)
  • PPC is a non-stop puzzle with built in gambling. I KNOW if I/my client is winning, and if we’re losing we know how to fix it. – Aaron Levy (@bigalittlea)
  • I mostly love the challenge. Find what works, find what doesn’t. Make things better everyday and use data as justification. – Michelle Morgan (@michellemsem)
  •  I love knowing the impact I’m having on client’s businesses! – Crystal Anderson (@CrystalA)
  • Also, lucky to find a job that enables my excel additctions. – Chris Kostecki
  • Analytics, hunting low cost converting keywords, psychological analysis behind word choices. – Meridian Interactive (@Meridian_Inc)
  • Great people. The opportunity to work on amazing big data and machine learning technology. Happy customers. – BloomReach Inc. (@bloomreachinc)
  • I love PPC because it’s extremely exciting and there are so many different awesome aspects of it. – Matt Umbro (@Matt_Umbro)
  • I like the combination of concrete analytics, creative, and problem solving. Always something new. – Alma Smith (@Alma_Smith)
  • There’s always more to learn (even though this is sometimes daunting). – Eric Bryant (@GnosisArts)
  • Being able to track results, I enjoy seeing the $$$ flow my ads bring in for my clients. – Eric Mobley (@eric_mobley)
  • Lots of data, certain rules to follow, and you get to use acronyms that make you sound like you’re speaking a secret language. – Michelle Morgan
  • For me it’s a nice mix of my past in Finance/Banking and marketing related and the present and future using the data & analytics to make informed marketing decisions based on actionable data. – Brian Gaspar
  • I love making a huge impact to the overall growth of the business! Learn what works with PPC & carry that to other channels. – Jessica Cameron Ruud (@Camruud)
  • The creative strategy mixed with almost instantaneous results & analysis can be exciting. Plus happy clients are always great. – Nicole Mintiens (@Tregesy)
  • I love PPC because it produces REAL results, and grows businesses. – Jef Nil (@jnil)

Q2: What is the best type of praise and/or recognition you can receive from a client?

  • Attributing a record month of sales to me. Personally. Because I fixed their PPC account. Priceless. – Melissa Mackey
  • “The leads are flooding in!” "Our phone’s ringing off the hook!" “Sure. We’ll sign up for another 6 months.” – Eric Bryant
  • The first lead or sale on a new campaign. The small biz’s get very excited. – Mark Kennedy
  • Definitely that we’ve helped grow their biz and set records for sales! – Crystal Anderson
  • Praise from clients is always outstanding, but referrals are great as well. – Matt Umbro
  • A contract extension. – Robert Brady
  • “I trust you” – Chris Kostecki
  • Unconditional trust. the holy grail of ppc management IMO. – Aaron Levy
  • Best ever was being told to shut of campaigns as their sales staff couldn’t cope with lead volume. – Richard Fergie
  • An elated client email forwarded by upper management accompanied by bags full of money. – Nicole Mintiens
  • An unsolicited referral. – BloomReach Inc.
  • Budget increase. – Luke Alley (@LukeAlley)
  • “Don’t worry about budget” – Chris Kostecki
  • “Ok, we’re gonna be hands-off going forward. We’ll let you handle it.” – Eric Bryant
  • “I think you’ve done a great job.” I got a “I’m proud of you” from a client. Lastly a simple “Thank You” goes a long way. – Brian Gaspar
  • When the client tells their mktg director that they won’t launch new mktg copy without testing it in PPC first. – Melissa Mackey
  • In-house perspective: Best feedback on a question I asked the boss: “You’re the expert. It’s your call.” – Michelle Morgan
  • In leaving, an amazing LinkedIn recommendation. Colleagues are important, but clients provide real value. – Brian Gaspar
  • I have a client who always creates new remarketing image ads whenever a new campaign is launched – no prodding necessary. – Matt Umbro
  • I’ve had “Why aren’t you guys turning a profit like this guy” (with me being this guy). – Chris Kostecki
  • Another one was “I think we have everything on the site represented for PPC.” Although that can never be the case IMO. – Brian Gaspar

Q3: What is the most important item you’ve learned from your PPC peers over the last year, whether it be practical or theoretical?

  • Test everything! Data trumps assumptions, and more often than not body slams them through the floor. – Chris Kostecki
  • Be humble enough to ask for help if you’re stumped because the community is very helpful. – Robert Brady
  • There is no one right way to do it across the board. It’s all depending on the client. My former mentor told me that. – Brian Gaspar
  • That if I ever have a question, someone in PPCChat will be there to help. You guys are the best! – Melissa Mackey
  • That you can fight Google and make a change! – Luke Alley
  • The importance of understanding attribution. – Andrew Baker (@AndrewBaker72)
  • @searchbeest did presentation at SMX about thinking strategically rather than tactically. – Richard Fergie
  • Add punctuation at the end of desc line 1 to get it to appear in the headlines. – Chris Kostecki
  • When my boss asks a question & I don’t know the answer, I just say “give me 10 minutes.” I now PPCChat will come thru for me! – Melissa Mackey
  • Many strategies that work for large campaigns can be applied to the smallest campaigns (and vice versa sometimes). – Mark Kennedy

Q4: What are some methods you use to go above and beyond your normal PPC management?

  • I try to understand how PPC fits with the client’s overall marketing mix. We integrate our search & display reports, for ex. – Melissa Mackey
  • Day parting analysis of campaigns. Got the OK to do so for a mobile version of one of our top non-branded campaigns. – Brian Gaspar
  • Stay on top of the changes, new features and best practices so client campaigns don’t lag. – James Svoboda (@Realicity)
  • Helping clients use PPC to improve overall business processes & lead/sales management. – Aaron Levy
  • Testing calls to action & offers that can be used in other marketing channels. Getting solid KW data for SEO. Testing Locations. – Mark Kennedy
  • Segment analysis, making pretty charts that show tangible trends. – Chris Kostecki
  • Get to know their industry – read blogs & share them, attend conferences for their industry, etc. – Crystal Anderson
  • A few come to mind > we work with other marketing teams (SEO, Social, etc), we give clients first of class features. – Andrew Baker
  • Working on knowing how ppc plays in to the rest of the company. Knowing how a good/bad day of ppc effects everyone else. – Michelle Morgan
  • Proactively try and get clients into betas, ask about other parts of the business, keep myself educated. – Matt Umbro
  • Understand order fulfillment process. Think/Be like the customer. Easy for me in this area. Try to be more LEAN in your D2D. – Brian Gaspar
  • Search Marketing has grown to be more than just search engines, keeping up w/ advancements (& knowing what to leave aside). – Chris Kostecki
  • I’ve been told that for my company that is still catalog based, that PPC/SEO brings in the 2nd most amount of rev. But it all depends on the client. Here everything is code driven, so PLA’s & DSA’s are a challenge to track & manage. – Brian Gaspar

Q5: How do you use PPC performance and analysis to help influence other marketing channels?

  • Testing copy/messaging/offers; keywords for SEO & content; gauging demand (impressions, clicks). – Melissa Mackey
  • PPC is a great testing ground for copy, images, lps, etc! – Crystal Anderson
  • We share! Keyword insights, copy tests, audience insights etc. – Aaron Levy
  • KW data is great to help SEO and the SQR is great for blog topics. Local data can help other channels, and Results from CTA’s. – Mark Kennedy
  • Have compared ROI of marketing channels with client to move budgets around. PPC got more budget in that case. – Luke Alley
  • Lots of data shared between SEO and PPC teams, as well as targeting that gets brought over into sponsored content, display etc. – Justin Freid (@Justin_Freid)
  • Find demand, move inventory, & test language for a variety of channels. – Chris Kostecki
  • I’ve found that if ad copy works in one medium, it often works in a nother (but def. not always). – Eric Bryant
  • Matched Search Query Reporting w/ conv analysis for SEO campaigns. Multi-Channel Funnels for attribution analysis for assisted conversions. – Andrew Baker
  • For SEO, it helps clarify organic opportunity. For everything else, there’s conversions & LP testing. – James Svoboda
  • Create demand for products before they’re available by using remarketing & then informing other marketing. – Melissa Mackey
  • PPC can be a driver of conversions for more broad media – TV, outdoor, radio. – Justin Freid
  • PPC helps soooooo much when you take text ad data and apply that to SEO for call to actions. Improves Organic CTR. – James Svoboda
  • Great for new sites/technologies where SEO keywords are still undecided. – Elizabeth Marsten (@ebkendo)
  • To give our SEO brethren credit, having a strong Organic presence can help improve PPC performance. – Brian Gaspar


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

About Paul Kragthorpe (He does the streamcaps!)

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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