Ppc Q&a: Paid Search Roundtable at #smx

[messi10]

You're tuned for Q&A for PPC enthusiasts. Questions covered in this SMX West session include: How do you think voice search will impact ads? What tips, strategies, success stories for video ads do you have? What tools do you use? How do you find work-life balance? How do you create space with your customers? How do you manage customers? What is the biggest weakness of the PPC industry? What are your suggestions for testing text ads? Andrew Goodman, David Szetela, Christi Olson and John Lee Left to right, Andrew Goodman, David Szetela, Christi Olson and John Lee Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner) Speakers: Andrew Goodman, President, Page Zero Media (@andrew_goodman) David Szetela (@szetela), Vice President of Search Marketing Operations, Bruce Clay Inc. Christi Olson (@christijolson), Bing Ads Evangelist, Microsoft John Lee (@John_A_Lee), Managing Partner, Clix Marketing Matt begins with a quick story. In 2002, he started in the business. Paid search is fascinating and you want to do it day and night. And in the end, you end up doing it day and night.

(Everyone on stage nods). Matt says he doesn't have a good work-life balance. How do you find work-life balance? John: That's the biggest challenge. The fact that it bothers many of us is that we care. We want to drive the performance. His wife is the voice of reason who reminds him to spend time with the children. David: His balance was found in age. You learn not to sweat the little things and there are so many little things in everyone's day. Christi: By having a point of view internally, in agency and from the side of Bing, she sees all sides. In an agency, there is always something to do. You have to prioritize. You can do all of this, but will it make a big difference if you do. You have the determination for yourself. If you are in a busy season, you can accept 18 hour days. John: The most important thing is to understand the line between working and being aware, because you can control campaigns from your phone. Matt: Do you ever turn off your phones? How do you unplug? Audience Member: A group of entrepreneurs she knows meet every Tuesday for dinner and they put all their executive email list phones in a pile and no one touches their phone and instead they all have a good conversation. Andrew:

The book “The Millionaire Next Door” shows that people in an environment who save (vs spend) are more likely to be happy. Living in a small town is an environment where people are not stressed. His company has a lot of remote workers and they're not going to jump off a cliff if you don't get a click. How do you create space with your customers? How do you manage customers? David: Be reasonably responsive to emails. This decreases the number of times they want to talk to you. Sometimes you have to tell the customer, "I can't answer 8 emails before 8:00." John: Regular, regular calls are a specific point on the map where they know they can reach you. Christi: You can set the hours. Send a response so you know you're looking into it if the question needs further research and you'll get back to them with the answer within X time frame, then stick to that time frame. Andrew: Educating clients on the method behind the madness. Christi: If you're on the fifth email reply in a long thread, pick up the phone. John: Emails don't convey emotion and can cause you to panic. Brad Geddes in the audience: If you get an email response at 2am, don't send it then. Send/schedule it for 8:30 so they don't think they can get you anytime. What tools do you use? John: They all have their own shortcomings. Christi: A different tool for different clients. Andrew: Optmyzer is the best there is. The entry level is around $50 per month. David: Automated steroid ad testing: analysis.