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Interview with Pamela Lund on PPC & Work Effectivity for Consultants


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

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 can be very useful to our readers. So take a look at the interview, and share your ideas, ideas or questions within the feedback part.

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

Each account is completely different, however the most typical problem I see is being inefficient with unfavourable key phrases. I see managers use long-tail precise match negatives when they need to be utilizing a smaller record 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 problem I typically see is utilizing too many match kind variations for a similar key phrases as a consequence of a lack of knowledge about how key phrases and match sorts 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 sorts that don’t actually make sense for the kind of key phrase ends in a number of issues:

  • The identical queries shall be matched to a number of key phrases which dilutes your efficiency knowledge and makes it tougher so that you can make optimization choices.
  • If the key phrases are in advert teams by match kind you need to have advert group degree, granular unfavourable key phrases to attempt to power the best queries into the best advert teams, which considerably will increase administration time and the prospect of errors like including the fallacious unfavourable key phrase and blocking high quality site visitors.
  • You’ll find yourself with a whole lot 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 preventing the shift to automation so onerous that they don’t make the most of the automated options which can be truly performing rather well for a lot of companies. Dynamic Search Advertisements and Sensible Purchasing campaigns, for instance, can work extraordinarily properly 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 moderately than getting misplaced in day-to-day trivialities.

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

In case you are a guide or work at an company, one of the best ways to maintain up is to check the brand new choices in your purchasers’ accounts. Not each possibility shall be good for each consumer, however you probably have a different consumer roster, chances are high you might have accounts in which you’ll be able to check most new options. Most purchasers 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.

Collaborating in #ppcchat on Twitter can be a good way to maintain on high of modifications. There are folks in that group which can be on high of the most recent and best and can discuss it as quickly as they check out a brand new characteristic.

In case you are a enterprise proprietor who’s making an attempt to run your individual campaigns, it turns into far more tough to remain on high of recent options and advert sorts. I imagine that Google has executed most enterprise house owners a disservice with their advertising that claims you possibly can run advert campaigns your self. Whereas they’re shifting to extra automation and fewer complexity, it’s far too straightforward to waste your advertising funds on poorly managed campaigns when you don’t know what you’re doing. Sure, enterprise house owners may determine it out for themselves, however with the time it takes to be taught and the main focus it takes away from doing what you do finest (run your online business), I don’t suppose it’s price it for many enterprise house owners to attempt to learn to run advert campaigns.

What ideas do you might have for companies trying to rent a PPC guide? We all know they don’t seem to be all created equal.

It’s worthwhile to resolve if you wish to work with an company that may supply a wider vary of companies, like net design and search engine optimisation, and that will assign an account supervisor to you for communication or if you wish to work with particular person consultants and communicate on to them. Each conditions have professionals and cons, so you’ll want to resolve what you like.

The easiest way to discover a guide is to ask for a referral from somebody you belief. If you happen to don’t have somebody to ask, you possibly can strive a service like Credo (getcredo.com), or you possibly can tweet what you’re in search of with the hashtag #ppcchat and you’ll get loads of responses. It’s also possible to attend advertising conferences to satisfy suppliers head to head, take a look at speaker profiles on convention web sites, or take a look at 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 business you’re in; it will assist filter out those that aren’t match. 

After getting a handful of individuals or companies you wish to speak to, schedule calls with them to inform them about your online business, your wants, your issues, and your targets. After you might have shared your data, ask for an concept of what kind of technique the supplier recommends. They need to be capable to 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 based mostly on spend. And ask for a proposal however don’t make your choice solely based mostly on value. Like with most issues, you get what you pay for. Sure, folks can cost greater than their work is price too, however when you take value into consideration together with status, you’ll make a greater choice.

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 comfy being trustworthy with. If you happen to “click” with somebody on the intro name, it’s possible that you’ll work properly collectively.

Lastly, perceive that discovering supplier is type of like relationship. You’ll have to strive a number of completely different consultants or companies to search out the best one for you. That’s okay so long as you might have clearly communicated your targets, given the supplier every little thing they should meet these targets and have additionally given them sufficient time to point out what they will do along with your account. It might take months to realize targets in lots of instances, however you need to really feel assured that you’re shifting in the best course inside 4-6 weeks with a brand new supplier.

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

I’ve been a self-employed, work-from-home advertising guide for over a decade now, so I’ve had a whole lot 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 may by no means get all of it executed. I labored longer and longer hours however my revenue didn’t improve accordingly and I nonetheless by no means acquired every little thing executed. I didn’t wish to work 12 hour days anymore, so I needed to learn to get every little thing executed in much less time.

The keys to being extra environment friendly, in my expertise, are being trustworthy about how you’re truly spending your time and having processes that assist you to keep the schedule you need.

1. Monitor 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 software (Toggl and Clockify are nice choices) and arrange tasks for purchasers, enterprise improvement, bookkeeping, content material improvement, and the rest that I frolicked 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 data made me higher at bidding new tasks, confirmed me the place I wanted to boost my charges, and even highlighted a number 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 greater tasks. (I’m most likely 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 though I believed I had labored Eight hours. I used to be in a position to determine the place my time leaks have been and the place I used to be losing time on duties that didn’t should be executed so often. I additionally realized to set reasonable expectations for a way a lot I may get executed in a day which decreased the nervousness I felt about by no means getting sufficient executed.

2. Implement Processes

There are a whole lot of repetitive duties to do when managing advert campaigns, similar to reviewing search question stories or checking on funds pacing. These repetitive duties are straightforward and make you are feeling like you might have achieved one thing however doing them too often is a waste of time at finest and detrimental to efficiency at worst. You’ll be tempted to do a lot of these duties when you need to be engaged on one thing harder. I name this productive procrastination, and it’s the worst kind of procrastination as a result of it nonetheless seems like you’re getting work executed.

You may waste a whole lot of time on productive procrastination when you don’t have repetitive duties processed and scheduled. To keep away from getting caught up in doing repetitive duties too often, have a schedule in your duties and block off time for every consumer. For instance, chances are you’ll schedule two hours each Tuesday to do repetitive duties for all purchasers or 30 minutes day by day for a distinct consumer. The main points of the schedule shall be distinctive to your online business however having a schedule (and sticking to it) is what issues. Having a schedule additionally reduces nervousness and cognitive load as a result of the duty shall be executed at a selected time, so that you don’t have to fret about it, which frees up your vitality to deal with extra essential duties.

3. Know What Your Priorities Are for Every Day

How typically do you get to the top of your day and understand you didn’t do something you meant to do this day since you acquired caught up in e-mail, placing out fires, or these repetitive duties we simply mentioned? Extra typically than you prefer to, I’m positive. There are a whole lot of methods for staying on process—similar to time blocking, not checking e-mail very first thing within the morning, and utilizing a Pomodoro timer—however earlier than you employ these methods you need to know what you’ll want to accomplish to think about your day productive. No trick or timer is as efficient for specializing in priorities as a easy record.

Earlier than you start your day, make a brief record of what you completely must get executed; that is your record of priorities for the day. Don’t embody every little thing you want you can get executed, solely what has to get executed so that you can really feel good on the finish of the day. If you happen to full every little thing on the record, you possibly can all the time add extra, however you don’t wish to begin out with greater than you possibly can moderately full or you’ll really feel such as you failed (once more) once you don’t get via all of it.

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

You talked about e-mail a number of instances within the solutions above. Do you might have ideas for spending much less time on e-mail?

I’ve a love/hate relationship with e-mail. It’s such a fantastic software once we use it appropriately, however inbox nervousness is an actual drawback. Slack and instruments prefer it have tried to cut back our e-mail drawback, and whereas they’re actually helpful for a lot of issues, they’ve simply given folks one other approach 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 one in every of your coworkers or purchasers walked as much as your desk and simply began speaking about no matter was essential to them with no regard for what you have been engaged on. That’s principally 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 test e-mail and Slack all through the day, so I’m not tempted to test it each couple of minutes, and so nothing essential will go longer than a few hours and not using a response.

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

One of many largest issues with e-mail and chat is that we really feel strain 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 feel these expectations of fast response are unreasonable, unhealthy, and unproductive. I additionally suppose they’re self-imposed.

Setting boundaries is the one approach to alleviate response time stress. I talk boundaries with my purchasers, so 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 is going to get a quicker response after all, however I discover that final minute or pressing requests change into uncommon once you proactively set expectations.

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

3. Learn What You Wrote Earlier than You Hit Ship

If in case 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 understand how 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 take into account you probably have answered all the questions the recipient requested or coated all of the important factors, you probably have used terminology they are going to perceive, and when you have been clear with any requests will cut back the forwards and backwards that each one too typically occurs once we rush via writing emails.

In case you are writing a few notably complicated subject or had hassle 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, cellphone calls are the worst however typically you possibly can accomplish extra with a 5-minute name than you possibly can with 10 emails. If e-mail isn’t getting the job executed, choose up the cellphone and get everybody on the identical web page so you may get again to being productive.

Do you might have any extra ideas for consultants who wish to be extra productive?

I feel understanding mindset and inherent biases is paramount to changing into extra profitable at something, together with effectivity and productiveness; that is one in every of my favourite matters as a result of understanding how our brains work and why we expect the best way we do may be very efficient in creating behavioral change. As soon as why you procrastinate or why you’re 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, one in every of my much less common opinions is that multitasking is counterproductive and when you 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 a couple of factor at a time, so that you truly change forwards and backwards between enthusiastic about every process. If in case 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 might have skilled how poorly our brains deal with specializing in a number of issues.

Research present that though folks suppose they’re getting extra executed once they multitask, multitasking truly creates extra frustration, makes you are feeling like you might have much less time to finish duties, and makes you are feeling like you’re working tougher than you’re. You might be additionally extra more likely to make errors, neglect one thing, or do an insufficient job once you multitask; this all ends in extra stress and nervousness than a unifocal workflow does.

It’s onerous to work on one factor at a time when we’ve so many distractions, however when you use the methods mentioned above to remain targeted, you can be much less tempted. And, when you see how far more you may get executed and the way a lot calmer you are feeling once you deal with one process 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 battle the shift to advert automation.
  • All the time check new advert choices, based mostly on purchasers’ wants. 
  • Companies might have a tough time working advertisements themselves; Google is not making somethings clear to novices. 
  • There are a number of components to think about earlier than selecting a PPC guide to work with. 
  • In case you are working from dwelling, you possibly can cut back your nervousness over the quantity of labor you might have.
  • You may change into extra environment friendly; monitoring time is one of the best ways to begin.
  • Set up day by 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 be taught extra about, and from, Pamela be certain to comply with her on Twitter and LinkedIn.

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