Below is live coverage of the Bringing PPC In House: How To Be Successful from the SMX East 2009 conference.
This coverage is provided by Justin Davy of JustinDavy.com.
We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.
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| Bringing PPC In House: How To Be Successful | (10/07/2009) |
| Close |
| 10:34 | Justin Davy: It’s time to talk In-House PPC! |
| 10:37 | Justin Davy: Sometimes the people in your company can be more effective than the most skilled PPC expert. You know your industry! |
| 10:37 | Justin Davy: In House is typically much cheaper and offers quicker response times |
| 10:40 | Justin Davy: What you’ll need for an In-House team:
Good Copywriter – there are always aspiring writers in your company – find them. |
| 10:41 | Justin Davy: There are more companies offering on site training now, but Search Engine Tutorials are also a great option that’s FREE! |
| 10:41 | Justin Davy: Google offers some great education in their learning center http://www.google.com/adwords/learningcenter/ |
| 10:42 | Justin Davy: If your using analytics tools, typically those companies offer training sessions. Take advantage of that training and work that into your contract. |
| 10:45 | Justin Davy: Hire skills and train about industry |
| 10:50 | Justin Davy: Bill from Siemens recommends putting together a mind map of tasks (daily, monthly, quarterly, yearly) |
| 10:51 | Justin Davy: Daily:Review PPC management tools and Analyticsspikes in impressionsloss of clickskeep a journalnew testsall changesresults of yesterdays changesthis forms good basic habitsMake Quick Daily Changes
Based on Obervations |
| 10:56 | Justin Davy: Weekly TasksDeeper Analysis of PPC Tool Stats/Reports
Number of clicks per avg. cost per conversion Improve top and Bottom AdGroup Performers Expand keyword research Improve Top & Bottom Account Keywords The Google interface is fantastic at filtering, highest cost, highest impresssions with lowest conversion rate or CTR, etc. Sculpt Adgroups and Campaigns For every word you bid on… sculpt (box out) impressions by adding broad negatives in the other related Campaigns and Adgroups |
| 10:57 | Justin Davy: Monthly Continued…
Distribute PPC Reports |
| 10:59 | Justin Davy: Quarterly Tasks
Go After New Business |
| 11:02 | Justin Davy: Conduct LIve Scenario Reviewsvia WebExReview Understanding of Customer GoalsCreate a Company eNewsletterYearly
Budgeting Put together and build support for your yearly budget |
| 11:04 | Justin Davy: When not to do PPC in house:Limited budgetLimited resources
analytics No consistency in spendLarge keyword list |
| 11:08 | Justin Davy: Pros & Cons of an agency:ProsResearch bandwidthAnalytics & reportingEducationSearch engine communicationCompetitor informationConsPropriety analyticsOff hour controlDelay |
| 11:11 | Justin Davy: Working with an Agency
Communication is key |
| 11:14 | Justin Davy: Staying Informed
Talk to the search engine reps w/your agency |
| 11:17 |  |
