Your 2015 PPC Resolutions

Matt Umbro (@Matt_Umbro) kicks off 2015 with yet another great question set titled “Your 2015 PPC Resolutions.” The following is the transcribed Streamcap from the live chat:

Q1: What is your top PPC resolution of 2015? Why?

  • Get a better understanding of automation (scripts, bids, etc.). Huge need this year for our agency. – Melissa Mackey (@Mel66)
  • To provide better reports to clients – go beyond the “duh” data and really show what is and isn’t working. – Matt Umbro
  • Present Growth Potential and Search Expansion to clients to get them to increase their budget spend! – Juan Restrepo (@juanrrestrepo)
  • Translate my skills from search to display. GDN and Retargeting is a decent start but real display is a totally different animal. – Chris Haleu (@chrishaleua)
  • Change ppc management systems, then bring scripts to smaller accounts for better control / finger on the pulse. – Nate Knox (@nateknox)
  • Streamline day to day needs via automation, thus freeing up time for testing, exploration & new ideas. – Maria Corcoran (@mariacorcoran)
  • Be more consistent. – Travis Phipps (@phipps)
  • Focus more on LPO and CRO. Some of my clients’ websites have horrible UX that I know is hurting my campaign performances. – Joe Martinez (@MilwaukeePPC)
  • Automation via Scripts — Figure out a workaround for Bing since scripts aren’t available yet! – Christi Olson (@ChristiJOlson)
  • Might have something to do with my niches, but get display running on all cylinders. – Doug Thomas (@ferkungamaboobo)
  • Open more clients’ minds to channels beyond just AdWords. – Julie Bacchini (@NeptuneMoon)
  • Generally being more efficient w/ time which encompasses scripts, automation, and general project management efficiencies. – Amy Bishop (@Hoffman8)
  • Work on increasing ROI on GSP accounts, automation, tracking and user retention. – Roxana Hassel (@RoxanaHassel)
  • Finally master writing Adwords Scripts and roll out to all of our clients at our agency. – Inderpaul Rai (@inderpaul_rai)
  • I’d also like to get more into Twitter Ads – not Facebook, just Twitter. – Matt Umbro
    • Twitter Ads are great, and they have supportive reps. Love them. – Melissa Mackey
  • Get more clients. – Chris McCarthy-Stot (@mcstot)
  • Continue focus on Conversion Rate Optimization & Paid Content Marketing promotion. – Bryant Garvin (@BryantGarvin)
  • I know it makes me sound behind the times, but I just don’t understand scripts yet. – Sydney Robbins (@robbinssydney)
  • Get real results from Video ads across all platforms! – Doug Thomas
  • Better alignment with other channel marketing efforts both on and offline. Document addtl revenue lift this can create. – Maria Corcoran
  • Use more pivot tables to really understand what parts of my ad copy works (or not) & Automate reports. – Heather Whittington (@heatherlovesppc)
  • Start paying more attention to Bing and smaller accounts. – Laura McDonald (@lauramcdonald0)
  • Get more of a handle on scripts and social ppc. – Stephanie Cockerl (@StephCockerl)
  • RLSA’s, RTB Display, and Programmatic Buying. Expanding my online marketing skills. – Josh Kelson (@JoshKelson)
  • Think in terms of audiences vs. keywords. – Lisa Sanner (@LisaSanner)

Q2: What negative PPC habit of yours do you hope to break in 2015? Why?

  • Thinking “keywords first.” Have to look at bigger picture & match goals to opportunities. – Melissa Mackey
  • Rushing through things. Dealing with many clients, I sometimes rush from one to the other with being thorough. – David Prochaska (@DavidProHQ)
  • Being too comfortable. I need to expand my horizons & learn different ways to do things so I can grow & learn. – Kami Essig (@kkicks20)
  • Stale ad copy. Gotta stop telling ourselves “there are only so many ways to say this”. – Sydney Robbins
  • I don’t write enough ads. But then I think I never have, so not optimistic I will become an ad writing demon in 2015. – Richard Fergie (@RichardFergie)
  • Return to the basics and review more often. – Roxana Hassel
  • Bad Habit to break. Not testing enough and as frequently as I think we should. Seriously. ALWAYS BE TESTING. – Christi Olson
  • Stop assuming what worked (or didn’t work) in the past, will continue to perform the same. – Travis Phipps
  • I’d say not doing enough testing on the landing pages. Push ourselves to “make it better”! – Sarah Danks (@bernier)
  • Providing vague answers – I want to have a solid answer for every question and if I don’t then be able to find one. – Matt Umbro
  • Break the PPC pecking order habit. Search is not always 1st best solution for every client. Social can be better. – James Svoboda (@Realicity)
  • Keeping accts status quo, being ok with “I’m too busy to test/try new things”. – Maria Corcoran
  • Being a creature of habit on certain accounts. So easy to fall into patterns sometimes. – Joe Martinez
  • Being so heavily AdWords focused. – Julie Bacchini
  • Avoid bid obsession. I still combine manual, rules, & portfolio for smart core bids but need to focus more on bid modifiers. – Chris Haleua
  • Compare Similar Accounts. Often times branded terms play a key role in both organic and paid search. – Juan Restrepo
  • Provide more analysis for clients. Too often when things are working well we aren’t bigging ourselves up as much as we should. – Inderpaul Rai
  • To stop pinning blame on the site/landing pages – or do it less – and deliver better recommendations & solutions. – Nate Knox
  • Less focus on keywords. more focus on audiences. (both in analysis and optimization). – Chris Haleua
  • Dig into attribution more and stop taking all the credit for wins. Last click will eventually get us in trouble. – Nate Knox
  • Dismissing GDN. There are gems in that there 95% of the internet. – Katy Tonkin (@katytonkin)
  • Spend more time on strategy and less time on tactics! Every client says “Be more strategic” so finding ways to deliver. – Christi Olson
  • Create more comprehensive reports that are easy for my clients to digest and for me to act on. – Heather Whittington
  • Accepting bad landing pages. Demand better user landing experiences. Help me help you more. – Lisa Sanner
  • Consider and optimize for more of the whole visitor’s journey, not just the PPC part… Content + Social + PPC + Email, etc. – James Svoboda
  • More granular targeting and dynamic ad copy. One ad doesn’t fit all. – Laura McDonald
  • PPC people mgmt bad habit: delegate more things to those that need opportunities to grow. Viva la next generation of PPCers! – Katy Tonkin
  • Get out of the weeds and be able to focus more on strategy and expand my knowledge. – Matthew Lloyd (@MaLloyd20)

Q3: From a personal standpoint, what do you hope to achieve in 2015 and why?

  • Be better at more stuff. As always. – Roxana Hazzel
  • Be patient with tests. Be patient with people. Trust my team. Get out of the weeds. – Lisa Sanner
  • Blog a lot more. At least monthly. Show gratitude for what I learn here by spreading the PPC truth. – Chris Haleua
  • Contribute more to the industry, writing more blogs etc. – Inderpaul Rai
  • I hope to write case studies for all of my clients. – Matt Umbro
  • Growing and expanding my skills as an online marketer in general, beyond PPC – because the industry is quickly changing. – Josh Kelson
  • I want to present at least once per quarter and take at least 2 people “under my wing” to teach them the ropes of PPC. – Nate Knox
  • Venture out and speak outside of local events. Try to blog as much as possible. – Joe Martinez
  • Blog more consistently. And finish my ebook! – Julie Bacchini
  • Make a Habit of Sharing & Exchanging Knowledge through other outliets like Blogs and Articles. Not just Twitter. – Juan Restrepo
  • Preach the value of search internally more. Find ways to break it down & make it easy to understand. – Melissa Mackey
  • Working on Analytics certification. Sometimes, having more than one shingle helps state my case. – Stephanie Cockerl
  • Automate “busy work” with scripts & macros so people can focus on devloping plans / delivering results. – Christi Olson
  • Learn java to run more complicated scripts, branch out in more display and be more sophisticated in excel. – Laura McDonald
  • Blog 1x every 2 weeks. Read 1 marketing/biz book /month. Read 3 great PPC articles each week. – Kirk Williams (@PPCKirk)
  • Create more systems and checklists to simplify life and ensure plenty of time to play and feed creativity. – Heather Whittington
  • Streamline/automate processes to allow my team more time to focus on being analysts and testing. – Nicole Mintiens (@Tregesy)
  • Find better ways to help teach (clients, teammates, myself) so much information needs to be easily digested & remembered. – Maria Corcoran
  • Accept responsibility for not knowing something, then work hard to find the answers. – Josh Kelson
  • 2 things: 1. Sell a custom bid management project to some schmuk who wants to pay me to work on the most interesting bit of PPC. 2. Finish building my DSL over the AdWords API. – Richard Fergie
  • Get out of the weeds and be able to focus on larger scale strategy and growing the brand. – Matthew Lloyd
  • Get one conference speaking gig. Had one opportunity earlier in my career and couldn’t do it. – Doug Thomas
  • Trust more, document better, automate busy work, break down tribal knowledge, eat dinner w/my family, and get out speaking. – Katy Tonkin
  • Read more, learn more, share more. Improve my presentation skills. Integrate SEM with SEO/Social for a more holistic approach. – Jesse Semchuck
  • 10x our revenue stream (blow up my business, in a good way). Speak at / Attend more events. Outsource stuff I hate doing. – Travis Phipps
  • Expanding beyond AdWords. Have been in the “dip your toe” phase for a while. Need to take the plunge on more platforms. – John Budzynski (@Budzynski)

Q4: What is one new tactic you will be using in 2015 to improve your client relations? Why?

  • Better reporting. This came up before but it’s a great way to get conversations flowing w/clients. – Melissa Mackey
  • An airplane and a phone. – James Svoboda
  • Shorter, more frequent strategy reviews. More interaction for the same cost to build and solidify client the relationship. – Joe Martinez
  • I need to work harder to make data *meaningful* to clients. – Theresa Zook (@I_Marketer)
  • Not entirely new, but giving clients deadlines for projects – this relationship is a partnership, not one sided. Also, always explain how missed deadlines will (negatively) impact performance. – Matt Umbro
  • Trying to better manage expectations. No is the new yes. New task? Tell me what you want me to drop and I will get right on it. – Chris Haleua
  • Recently implemented weekly client meetings come hell or high water (mandatory, no excuses). Life changing for both parties. – Travis Phipps
  • Be better at communication w/clients in their own language (whats their bottom line and how are you helping them get there?) – Maria Corcoran
  • I also want more customization on reports for each client. Data dumps can be boring and lost to a lot of people. – Joe Martinez
  • Don’t beat around the bush when I don’t know trying to come up with an answer. Admit it, find the answers, dominate the world. – Josh Kelson
  • Make reports a simpler… just because I like numbers doesn’t mean everyone does. – Chris McCarthy-Stot
  • Ask more questions to learn what matters. I’m sure I can do less work, but it will be more meaningful and impactful. – Katy Tonkin
  • Continuing the reporting theme – showing more action items & less data. Easy to get lost in stuff I think is cool. – Julie Bacchini
  • I don’t have clients, but in general. Being more direct and managing expectations better for bosses. – Matt Lloyd
  • Upgraded reports and hopefully more on phone/in person chats with clients instead of just emails. – John Budzynski
  • Casual in-person meetings with beer/s. – Nate Knox
  • Take the time just to chat, instead of getting right down to biz. W/ some clients it comes more naturally than others. – Amy Bishop
  • Agree with those talking about managing expectations. Always a challenge. – Theresa Zook
  • But not getting lost in the cool stuff makes work a bit dull. Need to mak time for that too. – Richard Fergie
  • Provide better conv reports unique to needs AND personalities of each client. Help show value in the way they individually think. – Kirk Williams
  • Be friendly – ask about family, tell happy birthdays, practice active listening, etc. – David Prochaska
  • More transparancy in our work, crucial things we do in the background become unnoticed over time (even basic optimisations). – Inderpaul Rai
  • Work to be more of a partner with clients, an integral part of their marketing team, rather than a hired hand. – Josh Kelson
  • The random, how is it going, email or card. – Elizabeth Marsten (@ebkendo)
  • Continue what we do – regularly schedule reports, clear expectations, great communication, and kindness – we are all humans! – Heather Whittington
  • Take time for face to face. Build the trust and the relationship. Teach and education instead of “preaching/telling”. – Christi Olson
  • Take the time to allow them to be more involved in brainstorming and hypothesizing (As appropriate). – Amy Bishop
  • As a client manager, I need to train my team to communicate better with our agency and always know our business best. – Chris Kostecki (@chriskos)
  • I ask clients a lot of questions. I need to understand how they think, talk, etc. to do my job well. – Robert Brady (@robert_brady)

Q5: How do you plan to have a better work/life balance in 2015 (if indeed this scenario is a problem for you)?

  • I’ve always been fiercly protective of work/life balance. Even more important this year w/2 HS seniors. Kids do grow up. – Melissa Mackey
  • Putting my phone down more when I leave work. With Baby #2 on the way, work/life balance is definitely going to be a priority! – Kami Essig
  • Baby #2 is on the way. Less freelance clients for this guy when in actuality I really need more. Love my job but family first. – Joe Martinez
  • Keeping more organized (goals, planning, Basecamp) to feel less overwhelmed! – Luke Alley (@LukeAlley)
  • Saying I like “You work to live, not the other way around.” Don’t forget to live a little. – Robert Brady
  • For me, it’s simply to maintain what I have now. I’m lucky enough to have a strong balance. – Nate Knox
  • Work/life balance beomces REAL easy when you can count the days till your kids move out for college. – Melissa Mackey
  • I focused more on this this past year. Kids and wife are happier when I’m participating with them and not just on my laptop. – Matthew Lloyd
  • Blocking out chunks of time on my calendar for larger projects. Not looking at email at 11pm. – Elizabeth Marsten
  • This so isn’t a problem for me…I’ve always been QUITE good at turning off my Work Brain! Lots of hobbies. – Sarah Danks
  • Go to bed earlier. Get to work earlier. So I can get home earlier. Be where you are. Stay present. – Chris Haleua
  • w/l in 2014 was pretty good. More of the same would be nice I think. – Richard Fergie
  • Work/Life balance? – Less work, more life. It’s not balanced at all. – John Ellis (@JohnWEllis)
  • Absolutely no work on Saturday and Sundays until the afternoon. – Matt Umbro
  • Make sure I finish on time at least a couple of times a week! – Laura McDonald
  • Best advice I ever got was “strive for balance on balance” – every day doesn’t have to be perfect, but overall get close! – Julie Bacchini
  • Heard this one on Sunday… Save my best energy for time at home, rather than at work. – Luke Alley
  • Always a problem. Spend less time working and more time being there for the not-as-important times. – James Svoboda
  • I’m actually taking vacation days this year. Also see importance of “resting” on weekends so Mondays are welcomed, not dreaded. – Kirk Williams
  • Writing everything down that matters. If I’m away from technology I write it down while i’m around family & friends. – Stephanie Cockerl
  • Continue with meditation & yoga, take media breaks, turn all all glowing devices a few hours before bed. – Heather Whittington
  • No working when on Vacation or PTO time. Pausing emails on phone during those times, if it’s an emergency they can text. – Maria Corcoran
  • When I take vacation, disconnect my email. Emergency? Call Me. Habit of checking email distracts, and cannot recharge. – Josh Kelson
  • Plus I love airplane mode on the phone. Helps me to stay focused. – Stephanie Cockerl
  • Don’t live to work… work to live… and make sure life is awesome & enjoyable! – Bryant Garvin
  • Big one for me, while probably not working any less – leave it at work, work longer hours and then unplug when i go home. – Chris Kostecki
  • Trying to really be present in what you’re doing makes more productive work time & delineates family time too. – Julie Bacchini
  • Also no work conversations or projects after 10pm! (as long as you aren’t working with colleagues in various timezones. – Maria Corcoran
  • Same here. Weekends are sacred, takes a BIG thing to pull me away from the fam. – Melissa Mackey
  • PLAN vacations, and don’t just take long weekends. Nice to have something to look forward to. – Josh Kelson
  • Generally, I work 7 days/week. I just don’t work long hours each day. Work while I’m “fresh” & then break. – Theresa Zook
  • I think I’m the only one here who feel better when I check email away from work… no fires to put out makes me happy. – James Svoboda
  • Sitting down and asking myself “What happens if I don’t do that” or “Do I really need to do that”. Balancing between things that will make an impact vs busy work. Or work for the sake of work. – Christi Olson
    • A friend once said if the answer isn’t “then someone will die” it can probably wait. – Julie Bacchini
  • Need to organize my week w/ the mindset of doing everything between 9-6 ( then handling runoff as necessary) instead of planning my week including evenings/weekends (I can do this Saturday, I will do these things tonight, etc)- Amy Bishop


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.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Amy Bishop (@Hoffman8)
• Bryant Garvin (@BryantGarvin)
• Chris Haleu (@chrishaleua)
• Chris Kostecki (@chriskos)
• Chris McCarthy-Stot (@mcstot)
• Christi Olson (@ChristiJOlson)
• David Prochaska (@DavidProHQ)
• Doug Thomas (@ferkungamaboobo)
• Elizabeth Marsten (@ebkendo)
• Heather Whittington (@heatherlovesppc)
• Inderpaul Rai (@inderpaul_rai)
• Joe Martinez (@MilwaukeePPC)
• John Budzynski (@Budzynski)
• John Ellis (@JohnWEllis)
• Josh Kelson (@JoshKelson)
• Juan Restrepo (@juanrrestrepo)
• Julie Bacchini (@NeptuneMoon)
• Kami Essig (@kkicks20)
• Katy Tonkin (@katytonkin)
• Kirk Williams (@PPCKirk)
• Laura McDonald (@lauramcdonald0)
• Lisa Sanner (@LisaSanner)
• Luke Alley (@LukeAlley)
• Maria Corcoran (@mariacorcoran)
• Matthew Lloyd (@MaLloyd20)
• Melissa Mackey (@Mel66)
• Nate Knox (@nateknox)
• Nicole Mintiens (@Tregesy)
• Richard Fergie (@RichardFergie)
• Robert Brady (@robert_brady)
• Roxana Hassel (@RoxanaHassel)
• Sarah Danks (@bernier)
• Stephanie Cockerl (@StephCockerl)
• Sydney Robbins (@robbinssydney)
• Theresa Zook (@I_Marketer)
• Travis Phipps (@phipps)

Still Streamcappin in 2015

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

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