Professional Project Management For Paid Search Accounts By Brad Geddes

1. #SMX #24C3 @bgTheory Brad Geddes | Co-Founder of AdAlysis Professional Project Management For Paid Search Accounts by Brad Geddes

2. #SMX #24C3 @bgTheory I’ve got lots of data. What should I do with it? How Most Accounts Are Managed

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. #SMX #24C3 @bgTheory Wouldn’t It Be Nice to be Done for the Day?

5. #SMX #24C3 @bgTheory Checklists Can’t Be Completed. Calendars and Daily To-Dos Can

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. #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. #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. #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. #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. #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. #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. #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. #SMX #24C3 @bgTheory Inconsistent time Too much time on a task End goal: streamline processes Why We Track Time

15. #SMX #24C3 @bgTheory Example: Step 1: Make consistent process Step 2: Follow process Step 3: Evaluate process Step 4: Determine automation possibilities

16. #SMX #24C3 @bgTheory Our Automation Process

17. #SMX #24C3 @bgTheory Every time you automate something; you must set a reminder to audit the process. Check The Automation

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. #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. #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. #SMX #24C3 @bgTheory SEE YOU AT THE NEXT #SMX THANK YOU!

Professional Project Management For Paid Search Accounts By Brad Geddes

Search Marketing Expo - SMX

Professional Project Management For Paid Search Accounts By Brad Geddes