professional project management for paid search accounts by brad geddes
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#SMX #24C3 @bgTheory
Brad Geddes | Co-Founder of AdAlysis
Professional Project Management For Paid Search Accounts
by Brad Geddes
#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…
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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.
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• 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.
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• 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’
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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?
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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?
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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
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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)
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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
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Inconsistent time Too much time on a task End goal: streamline processes
Why We Track Time
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Example:
Step 1: Make consistent process Step 2: Follow process Step 3: Evaluate process Step 4: Determine automation possibilities
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Every time you automate something; you must set a reminder to audit the process.
Check The Automation
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• 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
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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
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• 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?