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Interview with Pamela Lund on PPC & Work Effectivity for Consultants


Pamela Lund has been part of the on-line advertising trade for nearly twenty years. She is well-known and revered for her information and experience in PPC, ecommerce advertising, and as a enterprise effectivity advisor.

I’m honored Pamela took time to reply some questions for me. We began off speaking about PPC however then moved into how consultants can optimize their work day and be extra environment friendly. With so many entrepreneurs telecommuting and dealing as consultants, I felt Pamela’s suggestions could be very useful to our readers. So try the interview, and share your ideas, ideas or questions within the feedback part.

Wasted spend is all too widespread in PPC. What are the most important errors you discover if you take over accounts?

Each account is completely different, however the commonest subject I see is being inefficient with detrimental key phrases. I see managers use long-tail precise match negatives when they need to be utilizing a smaller listing of broad match single key phrase negatives to exclude a wider vary of undesirable queries earlier than they ever present up within the search time period report.

One other subject I usually see is utilizing too many match kind variations for a similar key phrases as a consequence of a lack of information about how key phrases and match varieties work. For instance, I’ll see one thing like:

“red kitten heels”

“kitten heels red”

+purple +kitten +heels

+kitten +heels +purple

+purple + leather-based +kitten +heels +measurement +8

“read leather kitten heels in size 8”

[red kitten heels]

[kitten heels red]

[red kitten heels in size 8]

…you get the purpose 🙂

Utilizing this many variations of the identical key phrases with match varieties that don’t actually make sense for the kind of key phrase ends in a couple of issues:

  • The identical queries shall be matched to a number of key phrases which dilutes your efficiency knowledge and makes it more durable so that you can make optimization choices.
  • If the key phrases are in advert teams by match kind it’s important to have advert group stage, granular detrimental key phrases to attempt to power the correct queries into the correct advert teams, which considerably will increase administration time and the prospect of errors like including the incorrect detrimental key phrase and blocking high quality site visitors.
  • You’ll find yourself with loads of low search quantity, low high quality rating key phrases within the marketing campaign which impacts cpcs and makes administration extra time-consuming.

Lastly, I see folks combating the shift to automation so exhausting that they don’t reap the benefits of the automated options which are truly performing rather well for a lot of companies. Dynamic Search Advertisements and Sensible Buying campaigns, for instance, can work extraordinarily nicely and require much less time to handle as soon as they’re arrange correctly. This technique frees up your time to focus extra on technique and large image progress quite than getting misplaced in day-to-day trivia.

Google is frequently altering and updating choices for adverts. How are folks supposed to maintain up? 

In case you are a advisor or work at an company, the easiest way to maintain up is to check the brand new choices in your shoppers’ accounts. Not each choice shall be good for each consumer, however in case you have a different consumer roster, likelihood is you’ve got accounts in which you’ll check most new options. Most shoppers shall be okay with you testing new options so long as you do it properly and don’t negatively affect the outcomes from their present methods or waste an excessive amount of cash testing methods that don’t pan out.

Taking part in #ppcchat on Twitter can also be an effective way to maintain on high of modifications. There are folks in that group which are on high of the most recent and biggest and can discuss it as quickly as they check out a brand new function.

In case you are a enterprise proprietor who’s making an attempt to run your personal campaigns, it turns into way more troublesome to remain on high of latest options and advert varieties. I imagine that Google has finished most enterprise house owners a disservice with their advertising that claims you may run advert campaigns your self. Whereas they’re shifting to extra automation and fewer complexity, it’s far too simple to waste your advertising funds on poorly managed campaigns for those who don’t know what you might be doing. Sure, enterprise house owners might determine it out for themselves, however with the time it takes to study and the main target it takes away from doing what you do finest (run your enterprise), I don’t suppose it’s price it for many enterprise house owners to attempt to discover ways to run advert campaigns.

What ideas do you’ve got for companies seeking to rent a PPC advisor? We all know they aren’t all created equal.

You’ll want to determine if you wish to work with an company that may provide a wider vary of providers, like internet design and web optimization, and which will assign an account supervisor to you for communication or if you wish to work with particular person consultants and converse on to them. Each conditions have professionals and cons, so it’s essential determine what you favor.

The easiest way to discover a advisor is to ask for a referral from somebody you belief. When you don’t have somebody to ask, you may attempt a service like Credo (getcredo.com), or you may tweet what you might be searching for with the hashtag #ppcchat and you’re going to get loads of responses. You can too attend advertising conferences to satisfy suppliers head to head, take a look at speaker profiles on convention web sites, or try individuals who weblog for websites like this one.

Earlier than you spend a lot time speaking to potential suppliers, allow them to know your month-to-month advert funds and the trade you might be in; this may assist filter out those that aren’t an excellent match. 

After you have a handful of individuals or businesses you wish to discuss to, schedule calls with them to inform them about your enterprise, your wants, your issues, and your objectives. After you’ve got shared your data, ask for an concept of what kind of technique the supplier recommends. They need to be capable of provide you with a tough overview of how they might proceed along with your account. Ask them how they construction their charges: flat month-to-month retainer, hourly, or primarily based on spend. And ask for a proposal however don’t make your determination solely primarily based on price. Like with most issues, you get what you pay for. Sure, folks can cost greater than their work is price too, however for those who take value into consideration together with fame, you’ll make a greater determination.

I additionally advocate for hiring suppliers that you simply personally get together with. It’s a lot simpler to do enterprise with folks you want speaking to and really feel snug being sincere with. When you “click” with somebody on the intro name, it’s seemingly that you’ll work nicely collectively.

Lastly, perceive that discovering an excellent supplier is type of like relationship. You will have to attempt a couple of completely different consultants or businesses to search out the correct one for you. That’s okay so long as you’ve got clearly communicated your objectives, given the supplier the whole lot they should meet these objectives and have additionally given them sufficient time to indicate what they will do along with your account. It could take months to realize objectives in lots of instances, however you must really feel assured that you’re shifting in the correct route inside 4-6 weeks with a brand new supplier.

You usually discuss effectivity and optimizing your day. What are some ways in which advertising consultants can develop into extra environment friendly, cut back nervousness, and work shorter hours?

I’ve been a self-employed, work-from-home advertising advisor for over a decade now, so I’ve had loads of expertise losing time, procrastinating, and doing work that feels productive however actually isn’t. 😉 I used to really feel anxious about how a lot work I needed to do and stressed as a result of I might by no means get all of it finished. I labored longer and longer hours however my revenue didn’t improve accordingly and I nonetheless by no means bought the whole lot finished. I didn’t wish to work 12 hour days anymore, so I needed to discover ways to get the whole lot finished in much less time.

The keys to being extra environment friendly, in my expertise, are being sincere about how you might be truly spending your time and having processes that allow you to preserve the schedule you need.

1. Observe Your Time

The largest change in my productiveness (and profitability) got here from monitoring how I used to be spending my time throughout work hours. I used a free time monitoring instrument (Toggl and Clockify are nice choices) and arrange tasks for shoppers, enterprise growth, bookkeeping, content material growth, and the rest that I hung out on for my enterprise. I tracked each minute I spent working, and on the finish of the month, I used to be in a position to see the place all of my time went. This info made me higher at bidding new tasks, confirmed me the place I wanted to boost my charges, and even highlighted a couple of tasks that I wanted to spend extra time on. It additionally confirmed me what I wanted to outsource or automate and what duties I used to keep away from larger tasks. (I’m in all probability an outlier however I like accounting, so I exploit budgeting and bookkeeping to procrastinate.)

The surprising factor was that I might solely have 2-Four hours of billable time per day although I believed I had labored Eight hours. I used to be in a position to determine the place my time leaks had been and the place I used to be losing time on duties that didn’t have to be finished so ceaselessly. I additionally realized to set sensible expectations for a way a lot I might get finished in a day which lowered the nervousness I felt about by no means getting sufficient finished.

2. Implement Processes

There are loads of repetitive duties to do when managing advert campaigns, similar to reviewing search question stories or checking on funds pacing. These repetitive duties are simple and make you’re feeling like you’ve got completed one thing however doing them too ceaselessly is a waste of time at finest and detrimental to efficiency at worst. You’ll be tempted to do these kinds of duties when try to be engaged on one thing tougher. I name this productive procrastination, and it’s the worst kind of procrastination as a result of it nonetheless appears like you might be getting work finished.

You possibly can waste loads of time on productive procrastination for those who don’t have repetitive duties processed and scheduled. To keep away from getting caught up in doing repetitive duties too ceaselessly, have a schedule on your duties and block off time for every consumer. For instance, it’s possible you’ll schedule two hours each Tuesday to do repetitive duties for all shoppers or 30 minutes daily for a distinct consumer. The main points of the schedule shall be distinctive to your enterprise however having a schedule (and sticking to it) is what issues. Having a schedule additionally reduces nervousness and cognitive load as a result of you realize the duty shall be finished at a particular time, so that you don’t have to fret about it, which frees up your power to deal with extra essential duties.

3. Know What Your Priorities Are for Every Day

How usually do you get to the top of your day and understand you didn’t do something you meant to do this day since you bought caught up in e-mail, placing out fires, or these repetitive duties we simply mentioned? Extra usually than you desire to, I’m certain. There are loads of methods for staying on activity—similar to time blocking, not checking e-mail very first thing within the morning, and utilizing a Pomodoro timer—however earlier than you utilize these methods it’s important to know what it’s essential accomplish to contemplate your day productive. No trick or timer is as efficient for specializing in priorities as a easy listing.

Earlier than you start your day, make a brief listing of what you completely must get finished; that is your listing of priorities for the day. Don’t embody the whole lot you want you would get finished, solely what has to get finished so that you can really feel good on the finish of the day. When you full the whole lot on the listing, you may at all times add extra, however you don’t wish to begin out with greater than you may fairly full or you’ll really feel such as you failed (once more) if you don’t get via all of it.

Use your precedence listing to information what you deal with and to get you again on monitor if you get sucked into your inbox, decrease precedence duties, or social media. I hold a word on my desk that asks “What’s my priority right now?” as a reminder to remain centered on my listing.

You talked about e-mail a couple of instances within the solutions above. Do you’ve got ideas for spending much less time on e-mail?

I’ve a love/hate relationship with e-mail. It’s such a terrific instrument once we use it accurately, however inbox nervousness is an actual downside. Slack and instruments prefer it have tried to cut back our e-mail downside, and whereas they’re actually helpful for a lot of issues, they’ve simply given folks one other option to hijack your time. (And if you’re something like me, you get simply as a lot nervousness from a Slack notification as from a brand new e-mail.)

1. Flip Off Notifications

Think about if 50 instances a day certainly one of your coworkers or shoppers walked as much as your desk and simply began speaking about no matter was essential to them with no regard for what you had been engaged on. That’s mainly what e-mail and chat notifications are.

I flip off all notifications and shut the apps, so I’m not interrupted when I’m working (or once I don’t wish to be working). I schedule time to examine e-mail and Slack all through the day, so I’m not tempted to examine it each couple of minutes, and so nothing essential will go longer than a few hours with no response.

2. Set Boundaries and Expectations (with your self and others)

One of many greatest issues with e-mail and chat is that we really feel stress to reply as quickly as we get a message. I do know individuals who set an auto-responder if they are going to be away from e-mail for a single afternoon. I believe these expectations of fast response are unreasonable, unhealthy, and unproductive. I additionally suppose they’re self-imposed.

Setting boundaries is the one option to alleviate response time stress. I talk boundaries with my shoppers, in order that they perceive that I’ll typically reply to an e-mail inside 1-2 working days, relying on the subject. If one thing is pressing, it’ll get a quicker response after all, however I discover that final minute or pressing requests develop into uncommon if you proactively set expectations.

You additionally must set boundaries with your self to make sure you don’t examine e-mail when try to be engaged on one thing else and so that you don’t put stress on your self to reply shortly when nobody else expects you to.

3. Learn What You Wrote Earlier than You Hit Ship

When you have ever fired off an e-mail on the finish of the day solely to return into work the following day and discover the dialog went off the rails since you weren’t clear, you know the way essential it’s to learn your emails earlier than you hit ship. However, as a result of we are sometimes in a rush, we don’t often take the time to proof what we write.

Taking a couple of minutes to learn your e-mail and contemplate in case you have answered all the questions the recipient requested or lined all of the important factors, in case you have used terminology they’ll perceive, and for those who had been clear with any requests will cut back the forwards and backwards that every one too usually occurs once we rush via writing emails.

In case you are writing a few significantly advanced subject or had bother conveying what you needed to say, ask another person to learn it and provide you with suggestions.

4. Decide Up the Telephone

I do know, telephone calls are the worst however generally you may accomplish extra with a 5-minute name than you may with 10 emails. If e-mail isn’t getting the job finished, choose up the telephone and get everybody on the identical web page so you may get again to being productive.

Do you’ve got any extra ideas for consultants who wish to be extra productive?

I believe understanding mindset and inherent biases is paramount to changing into extra profitable at something, together with effectivity and productiveness; that is certainly one of my favourite matters as a result of understanding how our brains work and why we expect the way in which we do could be very efficient in creating behavioral change. As soon as you realize why you procrastinate or why you might be afraid to launch your ardour mission, it’s a lot simpler to recover from what’s holding you again.

This consciousness of our thought processes had such an affect on my skilled success and private happiness that I created a self-directed course referred to as “The Life Manifesto by Pamela Lund” so others may benefit with out having to do hours of studying as I did.

Lastly, certainly one of my much less fashionable opinions is that multitasking is counterproductive and for those who cease doing it you can be extra environment friendly and efficient. Folks suppose that multitasking means doing two or extra issues concurrently, however your mind can’t deal with multiple factor at a time, so that you truly swap forwards and backwards between enthusiastic about every activity. When you have ever checked your e-mail whereas on a convention name solely to have somebody ask you a query and make you understand you stopped listening to the decision as quickly as you began studying your e-mail, you’ve got skilled how poorly our brains deal with specializing in a number of issues.

Research present that although folks suppose they’re getting extra finished after they multitask, multitasking truly creates extra frustration, makes you’re feeling like you’ve got much less time to finish duties, and makes you’re feeling like you might be working more durable than you might be. You might be additionally extra prone to make errors, overlook one thing, or do an insufficient job if you multitask; this all ends in extra stress and nervousness than a unifocal workflow does.

It’s exhausting to work on one factor at a time when we’ve got so many distractions, however for those who use the methods mentioned above to remain centered, you can be much less tempted. And, when you see how way more you may get finished and the way a lot calmer you’re feeling if you deal with one activity at a time you’ll by no means return.

Key Takeaways 

  • Watch out utilizing long-tail precise match negatives.
  • There are good causes to not combat the shift to advert automation.
  • At all times check new advert choices, primarily based on shoppers’ wants. 
  • Companies could have a tough time operating adverts themselves; Google is not making somethings clear to novices. 
  • There are a number of components to contemplate earlier than selecting a PPC advisor to work with. 
  • In case you are working from dwelling, you may cut back your nervousness over the quantity of labor you’ve got.
  • You possibly can develop into extra environment friendly; monitoring time is the easiest way to start out.
  • Set up each day priorities.
  • Set boundaries for chat software program and e-mail.
  • Actual effectivity and productiveness are attainable.

Because of Pamela

The solutions she supplied are so detailed and useful. If you wish to study extra about, and from, Pamela be sure to comply with her on Twitter and LinkedIn.

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