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Professional Project Management For Paid Search Accounts By Brad Geddes

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Professional Project Management For Paid Search Accounts. PRESENTATION: Professional Project Management For Paid Search Accounts - Given by Brad Geddes, @bgtheory - Certified Knowledge, Founder. #SMX #24C3

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Professional Project Management For Paid Search Accounts By Brad Geddes

  1. 1. #SMX #24C3 @bgTheory Brad Geddes | Co-Founder of AdAlysis Professional Project Management For Paid Search Accounts by Brad Geddes
  2. 2. #SMX #24C3 @bgTheory I’ve  got  lots  of  data.   What  should  I  do  with  it?   How Most Accounts Are Managed
  3. 3. #SMX #24C3 @bgTheory I’ve  got  a  checklist.     Luckily  there  are  no  dates  –  most   of  these  are  over  a  year  old.     When they are slightly better managed…
  4. 4. #SMX #24C3 @bgTheory Wouldn’t It Be Nice to be Done for the Day?
  5. 5. #SMX #24C3 @bgTheory Checklists Can’t Be Completed. Calendars and Daily To-Dos Can
  6. 6. #SMX #24C3 @bgTheory This  is  at  least  1  hour  of  work.   In  many  companies  it  takes  1-­‐2  weeks.   It  must  be  audited  quarterly.   It  will  save  you  a  lot  of  time  and  improve  your  performance.     This Exercise Seems Simple. It’s not.
  7. 7. #SMX #24C3 @bgTheory •  Change  search  bids   •  Change  placement  bids   •  Add  new  keywords   •  Examine  search  queries  for  negative  keywords     •  Test  new  ads     •  Test  new  landing  pages   •  Create  monthly  reports     •  Review  geographic  data   •  Review  time  based  data   •  Review  account  goals   •  Etc…     Brainstorm: What Must You Do? This list is different for every company.
  8. 8. #SMX #24C3 @bgTheory •  I  heard  mobile  dedicated  is  better  than  responsive  design;  should  we   test  a  mobile  dedicated  page  vs  responsive  design   •  Try  that  new  beta  Bing  invited  us  to   •  Should  we  try  GSP?   •  What  about  that  new  experiment  that  Google  did  with  YouTube  and   TV;  should  we  read  that?   •  What  happens  if  we  change  our  structure?  Can  we  increase  our  QS?     These  are  important  questions;  they  just  aren’t  your  primary   responsibilities  day-­‐to-­‐day.     This list Should Not include ‘want to try’
  9. 9. #SMX #24C3 @bgTheory Twice  a  week:     •  Change  search  bids   •  Change  placement  bids   Every  Other  week:   •  Examine  search  queries  for  negative  keywords   •  Test  new  ads     •  Test  a  new  landing  pages   Monthly   •  Create  monthly  reports     •  Add  new  keywords   Quarterly:   •  Review  geographic  data   •  Review  time  based  data   •  Review  account  goals         How Often do You Need to Do Your Required Tasks?
  10. 10. #SMX #24C3 @bgTheory Twice  a  week:       •  Change  search  bids  on  Tuesday  and  Thursday   •  Change  placement  bids  on  Monday  and  Wednesday   Every  Other  week:   •  Examine  search  queries  for  negative  keywords  –  Even  weeks  on  Friday   •  Test  new  ads  –  Even  Weeks  on  Wednesday   •  Test  a  new  landing  pages  –  Odd  Weeks  on  Wednesday   Monthly   •  Create  monthly  reports    -­‐  First  Tuesday  of  each  month   •  Add  new  keywords  –  Last  Tuesday  of  each  month   Quarterly:   •  Review  geographic  data  –  First  Tuesday  of  each  quarter   •  Review  time  based  data  –  Second  Tuesday  of  each  quarter   •  Reexamine  Goals:  2nd  to  last  Thursday  of  each  quarter         When Will You Do Each Task?
  11. 11. #SMX #24C3 @bgTheory If  any  day  has  too  much   on  it;  revise  your   calendar.     If  you  have  multiple   team  members  on  the   same  account;  use  colors   to  differentiate   everyone.   Make a Draft Calendar to Visualize Everything
  12. 12. #SMX #24C3 @bgTheory Add Time or Resources for ‘Experiments’ (the ‘want to try’ items) Online  Manager   Data  (sr)   Bid   management  (jr)   Optimization   Strategy  (sr)   Workflow   Multi-­‐people  (ad   copy,  org,  QS,   placements,  etc)   New  keyword   creation   Key  Campaigns   (mid  level)   Experiments  (sr)   Testing  (sr)   Ad  Testing  (jr)  
  13. 13. #SMX #24C3 @bgTheory There  is  no  ‘Best’  PM  system.  There  are  just   considerations:     Templates:   §  Create  to  do  lists,  milestones,  etc.   §  Easy  to  get  new  clients  up  and  running     Recurring  vs  Non-­‐recurring  Tasks   §  Recurring:  easy  to  set  a  task  once  and  have  it  repeat   at  due  dates   §  Non-­‐recurring:  Much  more  manual  work  to  mark   task  as  complete  or  change  due  date  when  finished     Speed  &  Ease-­‐of-­‐Use   §  Helps  get  work  done   §  Feels  like  its  in  the  way  (but  still  gives  insight  to   those  not  using  it  on  a  regular  basis)   Time  Tracking   §  Useful  for  T&M  projects  or  integration  into  billing   system     3rd  Party  Integrations:   §  Useful  for  billing,  calendars,  CRMs,  etc     Pick a Project Management Software System
  14. 14. #SMX #24C3 @bgTheory Inconsistent  time   Too  much  time  on  a  task   End  goal:  streamline  processes   Why We Track Time
  15. 15. #SMX #24C3 @bgTheory Example: Step  1:  Make  consistent  process   Step  2:  Follow  process   Step  3:  Evaluate  process   Step  4:  Determine  automation   possibilities    
  16. 16. #SMX #24C3 @bgTheory Our Automation Process
  17. 17. #SMX #24C3 @bgTheory Every  time  you  automate   something;  you  must  set  a   reminder  to  audit  the  process.   Check The Automation
  18. 18. #SMX #24C3 @bgTheory •  Inconsistent  process  as   determining  SS  is  difficult   •  Hard  to  manage  where  you   are/aren’t  testing   •  Making  decisions  on  poor   data   •  etc   Example 2 Ad Testing: 3rd Party Software
  19. 19. #SMX #24C3 @bgTheory When You Use PM Software When You Automate •  You  have  a  daily  task  list   •  A  daily  list  can  be  completed   •  It’s  possible  to  finish  your  day   •  You  have  account  notes   •  It’s  easy  to  add  reminders   •  Did  X  on  Y  day;  check  in  30  days   •  It’s  useful  to  ‘switch’  places  with  someone   for  audit  purposes.   •  Audit  each  other’s  account   •  Use  a  3rd  party  for  audits     Why We Go Through This Exercise •  You  can  be  done  quicker   •  You  can  be  more  efficient   •  You  must  check  the  automation   •  You  must  know  what  to  automate  
  20. 20. #SMX #24C3 @bgTheory •  You  know  what  to  do   •  You’re  more  consistent   •  Things  don’t  get  missed   •  You  can  finish  a  day   •  You  can  go  on  vacation   The Best Reasons to Manage PPC Like a Project?
  21. 21. #SMX #24C3 @bgTheory SEE YOU AT THE NEXT #SMX THANK YOU!

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