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Inside the PPC Mind

We love our PPC team, and just like our last post that gave you a glimpse into the SEO mind, we wanted to similarly take you inside the minds of the “pants to their suit jacket” – PPC specialists.

Colleagues

Designers - People who make landing pages – and ads.
Web Analysts – Truly amazing people. The salt of the earth.
SEO Specialists – Our closest yet most distant peers that focus on traffic and rankings too much.
Developers – Really smart colleagues who can do magical things with landing pages and tracking. A fickle and odd bunch, though – typically have to approach with coffee and donuts.
Copywriters - Fun peers that can write web copy but for some reason can’t write PPC ads.
Media Buyers – Unfortunate souls trapped in the 90s.
Account Planners – Well-meaning colleagues that take 6-8 weeks to give me the insights my keyword research already uncovered.

Tools of the trade

Google AdWords – The most amazing marketing tool ever invented that slightly tortures me by changing every week.
Excel – Also one of the greatest tools ever.
PowerPoint - Necessary tool for those who don’t comprehend my spreadsheets.
AdWords Editor – What happened when Google AdWords and Excel had a baby.
Bing – Ugly step-sibling of Google that I’m forced to play with and be nice to sometimes.
Yahoo! – Old friend that I don’t really miss.
Remarketing – One of my most effective tools but often misunderstood and abused.
SEO – When done right, helps my remarketing campaigns.
Facebook PPC – Cool in theory but weak in reality.
LinkedIn PPC – Sort of cool just not enough volume.
Google TV Ads (Managed through AdWords) – So much promise but ignored and misunderstood by everyone… including Google.
Display Ads - Great concept but only when buying and managing through Google.
Match Types – One of my favorite tools in the PPC toolkit, but it’d be a better tool if Google didn’t keep changing match type definitions.
Reports – Mechanism to give clients a chance to voice their unrealistic expectations.

Websites

Website – A collection of PPC landing pages.
Landing Page – Sacred holding place for “calls to action.”
Call to Action – The meaning of life.
Site architecture – Visual hierarchy of PPC landing pages.
Wireframe Process – Very important deliverable – a chance to make the calls to action really prominent before designers get involved.
Contact Form – Duh, arguably the most important page on the entire site.
Confirmation Page – A page that holds all of my conversion codes that consistently gets updated, thereby, changing or removing my aforementioned conversion codes.

Reporting

Conversion Rate – How I measure myself.
Multi-Channel Attribution – How I wish I measured myself.
Impressions - Useless metric I wish I could leave out of reports.
CTR – Metric to show how great my ads were.
Quality Score – Something that Google really doesn’t even understand.
Avinash Kaushik – Someone I wish I could take to all client reporting meetings.

Comments

  1. July 17, 2012 @ 12:52 pm

    [...] love our web analysts, and just like the glimpse we gave into the PPC and SEO mind, we wanted to give everyone a glimpse into how web analysts view their [...]

  2. August 07, 2012 @ 2:12 pm

    [...] love our developers, and just like the glimpse we gave into the PPC mind, we wanted to give everyone a glimpse into how developers view their [...]

  3. August 17, 2012 @ 2:09 pm

    [...] love our business development team, and just like the glimpses we’ve given you into the PPC, SEO and Developer Minds, we wanted to have some fun and dive into the inner workings of the biz [...]