Live: Bringing PPC In House: How To Be Successful

Oct 7, 2009 - 10:20 am 1 by
Filed Under SMX East 2009

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

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.

Bringing PPC In House: How To Be Successful(10/07/2009) 
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.
  • Someone Good With Numbers - have a math person, a pserons good with details and loves analysis.
  • Keyword Converter - understands what people search for, what converts, what gets clicks, and knows keyword tools
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
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 Analytics
spikes in impressions
loss of clicks

keep a journal
new tests
all changes
results of yesterdays changes
this forms good basic habits

Make Quick Daily Changes
  • Based on Obervations
  • Pause ad groups/terms that run away, come back to them later
  • Start/Stop time framed projects
10:56 Justin Davy:  Weekly Tasks
Deeper Analysis of PPC Tool Stats/Reports

  • Number of clicks per avg. cost per conversion
  • Increase Impressions while maintaining CTR
  • Change in Ad Positions (shows competitive landscape)
  • Number of Conversions
  • Daily budget recommendations (could be loosing potential traffic)
  • Review analytics 404 reports for broken landing pages
Improve top and Bottom AdGroup Performers
  • Expand keyword research
  • Add new terms
  • Add New negatives
  • Edit worst performing ad copy to beat the best

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
  • Schedule Monthly calls with hyper focused internal customers
  • Create and auto send reports to other internal customers
  • Bill back your partners
10:59 Justin Davy:  Quarterly Tasks

  • Go After New Business
  • Plan new PPC projects and expand campaigns
11:02 Justin Davy:  Conduct LIve Scenario Reviews
via WebEx
Review Understanding of Customer Goals

Create a Company eNewsletter


  • Budgeting
  • Time/Responsbilities

Put together and build support for your yearly budget
11:04 Justin Davy:  When not to do PPC in house:

Limited budget
Limited resources
  • analytics
  • kw management
No consistency in spend
Large keyword list
11:08 Justin Davy:  Pros & Cons of an agency:

Research bandwidth
Analytics & reporting
Search engine communication
Competitor information

Propriety analytics
Off hour control
11:11 Justin Davy:  Working with an Agency

  • Communication is key
  • Clear goals/objective
  • Single point of contact
  • Budget Allocation
  • Strategy
11:14 Justin Davy:  Staying Informed

  • Talk to the search engine reps w/your agency
  • Pay attention to industry research
  • Obtain industry averages
  • Try new products



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