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Secrets of PPC Productivity By Brad Geddes


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Updating Your SEM Toolbox With Shiny New Tools. PRESENTATION: Secrets of PPC Productivity - Given by Brad Geddes, @bgtheory - AdAlysis, Founder. #SMX #13B

Published in: Marketing

Secrets of PPC Productivity By Brad Geddes

  1. 1. #SMX #13B @bgTheory Know When to Use the Right Tools Secrets of PPC Productivity
  2. 2. #SMX #13B @bgTheory Confession: I’m a PPCer Brad Geddes •  Control freak •  Love math •  Read 3-5 books/month (great for ad writing) •  My “work wife” is data insights •  Time management crazy person About Me •  Co-Founder, AdAlysis •  Founder, Certified Knowledge •  PPC Market Faculty, Simplilearn •  PPC Consultant •  SMX Workshop Leader •  Blogger/writer •  Author, Advanced Google AdWords (3 editions)
  3. 3. #SMX #13B @bgTheory Here’s *Some* of our Favorite PPC Tools Bing Ads Intelligence
  4. 4. #SMX #13B @bgTheory •  Collaboration tools are now considered PPC tools •  More ‘niche’ tools; like Tenscores, AdAlysis, etc •  More companies are willing to pay for tools to save time or make better decisions •  More testing is done Tool Usage Survey 0 2 4 6 8 10 12 14 16 Under 1000 10,000 50,000 100,000 1,000,000 10,000,000 Paid PPC Tools Used by Keywords Under Management 2011 2015
  5. 5. #SMX #13B @bgTheory What Day Would You Start Building a New Account?
  6. 6. #SMX #13B @bgTheory What Tells me What Tools to Use PPC Tools Having the right tool isn’t enough - You have to know when to use it
  7. 7. #SMX #13B @bgTheory Some Facts about Work • We spend an average of just 1 minute and 15 seconds on a task before being interrupted. It takes an average of 25 minutes to resume a task after being interrupted. Heavily multitasking can temporarily lower your IQ by up to 15 points.
  8. 8. #SMX #13B @bgTheory ~5:30am (no alarm): Coffee + Feedly ~6:30am: Email 7am: Get Things Done Every person, every day, in our company gets to say ‘What they got done today’. ‘Email’ is not an acceptable answer. 12p: Netflix + Lunch 1p: Calls / Meetings / Emails / Webinars / etc ~3p: Any follow-up emails/ Meetings 3:30p: Done! Workout (unless Hawaii/Australia meetings) 4p: Relax 5p: Family time How to be a Maker & Manager
  9. 9. #SMX #13B @bgTheory The Starting Place: My Office Extra chargers & cables in bag Never forget anything The ever-present coffee cup 11 testing laptops, phones, tablets The video production desktop 12TB of drives Frequent visitors: Deer
  10. 10. #SMX #13B @bgTheory I Have a Library of 3,000+ Physical Books. I Use: For Everything Else:
  11. 11. #SMX #13B @bgTheory Focus: 90% of My Working Time
  12. 12. #SMX #13B @bgTheory My Desktop: No Distractions
  13. 13. #SMX #13B @bgTheory To Do: Multi-Screens Are Counter Productive for Most People Note: In-depth data on screen 1; manipulation on screen 2 is an exception
  14. 14. #SMX #13B @bgTheory Feedly: Stay on Top of the News No Feed? Use Email to RSS > http://
  15. 15. #SMX #13B @bgTheory Here’s My Inbox 1/5th of my replies are machine written
  16. 16. #SMX #13B @bgTheory We have ‘meeting rules’ Your Calendar is a Tool: Respect it! Attending a meeting should not be viewed as an obstacle to be overcome. Attending a meeting should be a privilege to help shape the direction of a company or its products and services. –Brad Geddes
  17. 17. #SMX #13B @bgTheory For Solo Users: Calendars are Great
  18. 18. #SMX #13B @bgTheory For Teams, Advanced Features, or Collaboration
  19. 19. #SMX #13B @bgTheory Project Management Notes •  Trello •  Jira •  Basecamp •  Podio •  Swydo •  Teamworkpm Project Management / Scratchpad •  Evernote •  Google Keep •  Microsoft Onenote •  Google docs
  20. 20. #SMX #13B @bgTheory •  Inconsistent time •  Too much time on a task •  End goal: streamline processes •  Find tools, automation, define processes, etc Time Tracking
  21. 21. #SMX #13B @bgTheory Process is as Important as Tools
  22. 22. #SMX #13B @bgTheory Building Your Own Automation
  23. 23. #SMX #13B @bgTheory Don’t Forget to ‘Optimize’ Customer Support / Client Calls We’ll make videos or audio files of how to do something, read reports, etc and share with customers so they always have instructions on how to do something.
  24. 24. #SMX #13B @bgTheory What Tools do You Need? Keywords Ad Copy Landing Pages Test everything Collect metrics Negative keywords Negative placement Set bids Repeat Very Difficult Without Data! 1.  Start by determining processes 2.  What to do 3.  How long it takes 4.  Then decide what tools fit those tasks
  25. 25. #SMX #13B @bgTheory Recap Start by determining how you work Structure your office/cubicle with minimal distractions Structure your calendar with large blocks of creative time Use Project Management to know what to do Determine your PPC Processes Use tools to make those processes and flow faster & more accurate
  26. 26. #SMX #13B @bgTheory •  Automated ad testing •  Pattern testing •  ETA upgrades •  Mass ad manipulation •  Quality Score •  N-Grams •  Conflicts •  More Looking for a great tool focused on Actionable Data?