12 Tips Successful PPC Managers Do In The Morning by Pauline Jakober #326

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. I am Charles Lewis, your client results advocate. We still may change our name to Unknown Secrets of Digital Marketing. We've seen some traffic from that. As always, we do have a tip from our previous podcast. This is podcast 326. Thank you guys for tuning in. Our tip from our previous podcast is educate your reader to increase engagement. Anytime you can teach them something, something that they can take an action on immediately, they will most definitely engage with you more. Please remember, we are filmed live here in Houston, Texas. And we are your friendly local neighborhood top position snatchers. And our mantra is, do not be a douche. Do not be a douche. Yeah, that's not a good look. Hey, we have a good article on PPC something or other today. PPC, man, punching the face to Pauline Jacober. Pauline Jacober and the good folks over at Search Engine Land, different source today, posted this article, 12 Things Successful PPC Managers Do in the Morning. And so, we'll dig in and see if these 12 things kind of line up with what we do. Very cool. Hey, if you can, you have some sort of electronic device at your disposal, which you probably do. Yeah. Go ahead, what should they tweet? Tweet us. Be sure to tag us in it at eWebResults at BestSEO Podcast. Be sure to use the hashtag, it's your podcast. That way we can find you and link back up with you and do all of our social networking stuff. Excellent. So, if this is the first time you've listened to the podcast, welcome. Howdy. We're glad to have you. How you doing? If you've listened to this podcast before. Hey, you're making a photographer laugh. If you've listened to this podcast before, you know what we're about to skip. Yeah, a whole bunch of social... All sorts of stuff. I followed so many people back today. I was like, okay, I'm

tired of following that. I'm tired, yeah. Let's get y'all to say it. You skipped like five of them? No, I did 30. I think it was about 30. It felt like 30. I think there were an increase in 100. Well, I know I didn't click 100 times, but I did. I did 30. So, you 70 other people who followed us, we'll probably get to that shortly. I'll get to you later. Yeah. We will tell you, though, how you can shiko us. Well, I didn't explain it, right? So, if we get a review, and if we get at least 10 shikos... Yeah, shares, likes, and follows... ...on any one of our social platforms, then we skip talking about how you can... How you can review us. Exactly. So, what we do do, though, is tell you where you can find us. What we do do, though... Yeah. It's just flowing really smooth, isn't it? It just feels so natural. Is tell you how you can shiko us. Yep. So, here are the places you can shiko. Facebook.com slash... E-Web Results. Twitter.com slash... E-Web Results. YouTube.com slash... E-Web Results. Instagram.com slash... E-Web Results. LinkedIn.com slash... Company slash... E-Web Results. All of those will take you to our social profile. Social media profiles, and we ask that you shiko us. Shiko us. Share, like, or follow us. And, hey, if you're watching the show right now, why don't you tweet about the show or share the show right now? Yeah, share, like, follow, and I don't know how to get comment in there. Yeah. Comment. Shiko-ment. Shiko-ment. Hey, if you're a PHP genius or a WordPress guru, we're probably looking for you to join our team. Go ahead and give us a call, 713-510-7846. Leave an audio resume. If you're looking for a free website analysis, and I'm leaving out a very important word, comprehensive website analysis, then go ahead and go to our website, eWebResults.com. When you get there, you will see a very prominent button, and click that to get your free website analysis. Let me

take this time to say this. For y'all who do that, like, when you do that, like, it's going to opt you in, and you're going to get another email to a longer page where you can put a longer, we're asking for more information, like, who your keywords you're going after, who some of your competitors are. Feel that form out. It really helps us do this comprehensive analysis, and more importantly, if I can just really be honest right now, man, y'all making my numbers look bad when I'm seeing people go through the first form and not do the second one. So, please, like, fill out the second form so I can show my numbers going to look better. Thank you so much. So, we get a little more balanced. I think we don't have AlgoCat today. No AlgoCat today. Well, you know what? This is AlgoCat working. It's time for our favorite segment of the program, the Algorithm Cataclysm. I wasn't going to do it at first because it wasn't organic, right? It was the AlgoCat's reference organic activity, but we've been known for bringing AlgoCat really for anything that adjusts the search engine results page. And some process you might have, yeah. Exactly. So, in this case here, I think what I was going to bring for part of my news today is probably AlgoCat worthy. So, the ad color has officially changed. To green? To green. I saw it. Yeah, that's official. So, they tested it. They tested yellow. We saw that on your computer. Right, right, right. Then they tested green. But the other thing they were testing at the same time, which we didn't catch, was the color of the link. Okay, right. It's also green. They tested black. They tested blue. And they tested green. And we talked about changing the blue to black. Yeah, we did. Right? And so, now they're moving forward with green everything. Green ad symbol and green link. I can dig it. Green buttons, don't we? Green means... I can't remember. What does green mean? It

means... I think in Google's case... In Google's case, it means cha-ching. Green means cha-ching. Yeah, I'm trying to tell you. That's good. So, I think that was... I think that would go cat worthy. Absolutely. I agree. I've got a little bit of news. This is kind of interesting. So, I've heard this before. I haven't really bumped into anybody. You know there are people who are terrified of making left-hand turns. Yeah, I know so. Okay, so you do. So, I don't. I just had heard about it at one point. Waze is testing a feature. So, Waze, W-A-Z-E. You got it already. Do you have a problem with making left-hand turns? It's a feature. You know how you can put in most navigation systems? Yeah, you can filter no tollways or no this, no that, no left-hand turns. How much extra time does that add? If you fear left-hand turns, you don't care. You might if you're in Houston. Well, it's kind of like if toll roads are a problem, you know, like it's not the issue of the time. It's the issue of the dollars on the toll road. It's the issue of that fear. So, they're going to be testing it in L.A. to begin with. Yeah. I thought that was cool. Plus 30 minutes on this trip because you don't want to turn left. Yeah, three rights make a left. Two rights don't make a wrong, but three rights make a left. Google paid $550,000 to hackers. And these are people who turned in bugs on Android that they found in Android so that Google could fix them before people could exploit them. Before the real hackers got them. That's what's up. That's pretty cool. I could dig it. I like this. That's the good hacking, by the way. Like, you know, that word hacker kind of gets a negative tone because it insinuates you doing something. And you don't have no purpose to be doing. No positive value. Exactly. But there are plenty of reasonable and logical and positive situations where hackers are

necessary. Look, if you were any new listener right now, you had a really big site, really big brand, really big company. And you had the resources to invest in people trying to crack your code. You should just so you can find those holes before somebody else does. Because there are probably holes. There are probably some there. Yeah. So I thought this was interesting. We all know the the attack on the club in Orlando or at least here in the United States. We do a hacker added gay pride flags to he hacked ISIS related accounts and added gay pride flags. Isn't that that is probably the arguably the best use of hacking? I've ever heard that that goes into that positive. Yeah. The hacking I was just talking about. Yeah. Yeah. They also added images saying I love porn. Wow. So that was pretty good. You got any any other news? I got plenty news. Reviews. I got plenty news, man. Big news right here. Microsoft bought LinkedIn. Oh, yeah. Yeah. Come on. Twenty six point two billion dollars. Can we get a cha-ching for both parties? Yeah. I think it's a win win. Yeah. I think that with LinkedIn, they were kind of, you know, plateauing and kind of hovering around looking for an opportunity to grow in how. And I think Microsoft presents that. I think with Microsoft being so business focused. Yep. That LinkedIn is the perfect way to get into the social media market. Good luck. I really hope that works. There is a lot of talk about being worried that they're going to break some of the components like they did on Skype. But, you know. Well, that just comes to territory. And it is Microsoft. And so, yeah, it probably will happen. I mean, like, it's what it is. Yeah. You know, but at the same time, I feel like we'll probably get more usability out of it. Right. From a business perspective and from a corporate perspective, like with documents and Excel sheets and all kind of other Microsoft-related

stuff that's going to eventually make its way on the LinkedIn. Makes sense. Cool. So, Apple Siri is coming to Mac devices. To Mac devices? Yeah. So, like, I'm using the MacBook Pro, right? And when I want to do a search, I can use, like, the Spotlight. And that'll search my laptop, right? Right. Or if I'm in Chrome, I can, of course, you know, do some vocal searching there. But, no, they're adding Siri to the newest version of Mac OS that comes out. And then it's going to default to Bing search. Cool. Pretty cool. I can dig it. Cool. Like, Cortana is built into Windows 10. Oh, yes. I read that. Also, Cortana is going to be built into LinkedIn. Ah. Interesting. They're calling it your, what was it, your professional administrator something or another. I can dig it. Oh, my last one is a Facebook update. You heard about the store visit conversions? Store visit conversions. No. Oh, man. So, this is a new feature from Facebook rolled out last week. If you run an ad on Facebook, and let's say your ad is to your retail store, your restaurant, your movies, your event, your venue, whatever it is, some physical brick and mortar place. Right. Right. Facebook is going to identify who saw that ad and then cross-check that with their location history and send you a report telling you that they saw your ad and when they came to your place. Wow. That's huge. Wow. That's huge. So, now. Attribution. We always talk about attribution. You know, where did these people come from? We're about results, and so what's better than, hey, they actually came into your office or your restaurant after seeing the ad. That they saw last week. Four days after the ad. That's awesome. So, they call them the Facebook store visit conversions. Nice. That's pretty huge. Very cool. All right. So, I got a couple of reviews here. Three to be exact. One is from a very familiar guy, Chris Kiesling. He gave us five stars. What up, boo-boo?

It's on G+. It says, I've been doing business with E-Web for over four years now. I've had the pleasure to work with Charles, Chris, Jay, Dave, and Javier. The whole squad. Yeah. You will not find a more sophisticated group of men. They pay so close attention to the client's needs and not their wants. That's true. It is. It unfortunately creates challenges sometimes. Sometimes, yeah. You don't really want that. You need it. You think you want it. You want that. You don't need it. Yeah. You don't even want it. You just think you do. Yeah. They are truly the best internet marketing company in Houston, Texas. I personally recommend this company for all your internet marketing related needs. Keep up the awesome job. Punch in the face to you, Mr. Kiesling. Thank you. Appreciate it. Next is Roman Stalmeck, if I'm saying that correctly. Stalmeck, yeah. It's on Facebook and it is, of course, five stars. It says, team of professionals who consistently push the boundaries of technology. Awesome. I think we tried it. Punch in the face to you, Mr. Roman. And finally, we've got Mike D1. This is on Stitcher. Thank you, by the way, for going on to Stitcher and adding a review. And it is, of course, five stars. It says, extremely helpful. This is a great podcast for learning more about the world of SEO. The podcast is full of extremely helpful tips and advice. These guys do an outstanding job of presenting the material in a fun, easy-to-understand manner. It's just a great podcast for SEO-related information. Punch in the face to you. Yeah, thank you. Internet marketing related. SEO, pay-per-click, we're going to talk about today. And maybe email marketing this week. We'll see. But appreciate it. Great punch in the face. Yeah, absolutely. Punch in the face to Mike. Might as well leave us some reviews on SoundCloud. Are we over there yet? Yeah, we've got a listing over there. We haven't migrated everything over there. Eventually, we're going to get everything over there. So, yeah, look us

up on SoundCloud. Yeah, shout-out to the guy who hit me up on Twitter. He was like, man, at eWebResults, I don't use at SoundCloud. Right. So, then I hit him back like, at why? Or what do you use? Right. He didn't respond to Jet, but we'll see. We did get a call from a new podcast listener who found us on Google Play. Yeah. We got a link. I added it. I was like, oh, I'll spend 10 minutes to do this. It took 25. And boom. We got a fan out of it. Absolutely. Very cool. All right. That is the potatoes of our podcast. Time to get into the meat. So, like I said, punch in the face, man, Pauline Jacober, or Jacober, excuse me, Pauline, if I'm screwing that up. My bad. She and the good folks over at Search Engine Land. You know how she could fix it? Put some, like, a parenthesis with the enunciation. Oh, okay. Just call us. Yeah. And say, thanks for covering my article on your most popular SEO podcast. And this is how you pronounce my name. So, yeah, do that. Tweet me with the phonetic spelling and pronunciation of your name. But she posted this article on Search Engine Land. She says, 12 things successful PPC managers do in the morning. Every morning. Every morning. I like that. And even a dozen. Yeah. So, Pauline, your title got me. One, because it's something we've been talking about internally about, you know, things we should be doing for our pay-per-click clients in the morning. We already got a certain subset of stuff we automatically do. But, you know, I was curious to see what other things we might be missing. Right. And before we get into it, one of the things I realized quickly as I went through the article is that she's really talking about bigger budget clients. Oh, okay. And so, you got, you know, you've taken hundreds of thousands of dollars in clicks and managing, you know, tens of thousands of dollars. Then, yeah, some

of these things you should be doing daily, every morning. But I realized that some of the others, depending on the budget you're working with, probably could be done weekly. With that being said. What I really like is that there's actually one task for each donut. Yeah, exactly. The whole dozen. The whole dozen. She starts off, she says, as a high-level PPC manager, keyword high-level. Right. Right, PPC manager. You want your team to have a good grasp on what's happening in their accounts daily. And you want to be able to get the information that will help you help them. Here are just a couple reasons the morning check-in can help you create a successful day ahead. And, like I said, she's geared towards high-level accounts. And I think smaller accounts are kind of more of our client base. Right. And more of the people who, maybe fans even, who are watching. So, if you're under, you know, $2,000, $3,000 a month, then maybe all of these may not be applicable to you. But definitely something you should be doing at least weekly. If you had the time to do it daily, you should. So, number one. One. She says, add negative keywords. Right. It's as simple as it says. But when you're dealing with a huge budget and you're dealing with tons of phrases, yeah, you want to add negative keywords daily. Okay. I'm just unplugged. All right. Technical difficulties. Charles is plugging back in. That's a little odd. Yeah. Wonderful. She says, add negative keywords. She says, when you're working with clients that have clicks and hundreds of dollars, you can't afford to let junky keywords slip through. She's absolutely right. If you're, you know, I heard you talking to, who were you talking to earlier? David? David. About the personal injury attorney? Yeah. One 25 was one. And he was saying that there's some truck, uh, uh, truck injury attorney kind of thing out of Dallas that was in the 500s. Yeah. So let's say you just happen to have that, that huge attorney

budget and you managing a hundred thousand dollars a month and you pay for $150 per click key phrases. You can't afford to let some negatives go through there and charge you 125 for a click that's not relevant at all. Again. Right. So, I mean, adding negative keywords means you've already lost $125. Exactly. You just don't want to have to explain why you lost it five times. Exactly. So you want to add your negative keywords daily. Check your search terms, right? And a lot of problems I see most novices or kind of newer people make, they'll look at their keywords and AdWords will report the clicks for those keywords. But if you don't click search terms, then you realize that these are just the keywords you actually chose, not necessarily the ones you're getting searched for depending on your match type. Yeah. Right. If they're all exact match, then it is what it is. But if you're a phrase match or, God forbid, broad match, then check your search terms because you're likely paying for clicks that aren't relevant to you. Add and remove them frequently is the second thing I ask. Like, you want to check, you know, pretty often. That's one of those things you should do daily is check your negatives. Yeah. Number two. She says, exclude irrelevant Google display network sites, right? So you're running some remarketing campaign or some display network campaign and you're running ads, right? And now these ads are showing up in all over Google's GDN, the Google display network, right? You want to change that. You want to remove the ones that aren't relevant. Yeah. For example, if you didn't disable apps, for example, then you may be getting hundreds of thousands of impressions in these random Google mobile apps that are all through the Google Play Store that have no relevancy to you, your client base, your business, your target audience, any of that. Well, at least a whole lot of impressions. At least a whole lot of children are seeing it. And who are probably

clicking it, frankly, on accident. Yeah. It's my six-year-olds, yeah. Yeah. Like, ooh, ad. That's pretty. Click. Yeah. Cost. Cost. Exactly. And now you get tons of clicks and wasted budget and tons of impressions and bad numbers and your stats don't look good because you're running ads in the wrong display networks. Now, I will say this. Not only should you remove the ones you don't like, since you're there, go ahead and take the time and add some placements to the ones you do like. Yeah. Find where most of your clients search online. Where do they reabsorb their blog content? Where do they read the news at, right? And then if these sites happen to offer Google display ads, then add those domain names to your managed placements. Take advantage. Nothing better than a remarketing ad on a site you frequent. Yeah. It just has a different experience. So if you're, let's say you remodel homes, right? And you have a remarketing ad showing on HGTV, you're going to have way better engagement from that customer who's already been to your site because it's a remarketing ad versus showing this ad on sports on ESPN site, right? It's still a remarketing ad. And so that means I also saw it. This is why I'm seeing it again. But you caught me while I'm looking at sports. If you're kidding me while I'm looking at HGTV, which is relative to what you do, I'm subject to click your ad more. More likely. Yeah. It's relevant. A good example is one of our clients, we just built a website for them. We haven't convinced them to do internet marketing yet. They should. He approached me and he was like, so how'd you get your ad on MSN? Oh. At first I was like, we're not running ad. Oh, remarketing. So, yeah. Exactly. Very cool. Number three, check your ad spend, right? This is something that she'll be doing daily. She said it's a no-brainer to verify that the budget is still on track. And she's absolutely right. Make sure

that you got budget there. Make sure that it's not overspending. Make sure it's not underspending. Make sure that your daily budget hasn't ran out. The card's still valid. Check your click costs. Maybe you need to raise your budget. You know, those type of things you don't know if you're not checking your budget. So, check your ad spend daily. Daily. Number four. Four. All these do kind of seem daily. Don't we? Number four. She says track leads. Right. And she's talking about daily. Maybe. But she says, did you pull in any leads or new revenue from the day before? Good question. Great to know. And if you have a dedicated person specifically for pay-per-click management. And the volume. And the volume to compensate for that. Check, then absolutely. Check because it is good to know which paid leads you have. Right? From what the sales team and the marketing team needs to know. These paid leads came in. And then depending on your process, hopefully you can take those leads. Maybe get with your sales team or your customer service team and figure out which one's actually converted. Right. Okay. These had a high online conversion rate. Meaning they clicked my ad and landed on my site and actually filled out a form. Right? There's one. That's two different conversions. Right. It's one from ad to click, one conversion. And then once you got to my site, you actually clicked and filled out my form, which is the second conversion. And now if your sales team and your customer service team can report back to you that this lead actually converted to a client. Third conversion. That's the data you want to go back and amplify that paid campaign because it apparently took someone through the entire process. So the target is C-cubed. C-cubed. Exactly. Conversion, conversion, conversion. Yeah. I like that. Yeah, we might need to put some time. You came up with one of those. Another one. Man, you got to get them when I say them, dude. Because I don't remember what that

was. Yeah. It was good. Oh, no, no. It was results optimization. Yeah, that's what it was. So, yeah, C-cubed. Conversion, conversion, conversion. And that's from the search to the actual on-site conversion to becoming a lead. And then you want to track that, especially from a pay-per-click. The main reason you want to track that from pay-per-click. By the way, we'll track it from PPC or newsletter or Google Organic or direct visits or foot traffic or however it comes in. But the main reason you want to track it daily from your pay-per-click is because pay-per-click is the one thing that you can make just once on the fly that don't require much time or effort. Like, oh. So, all of these guys turned into clients, increase spend, increase budget. Increase spend elsewhere. Yeah, pause everything else. We call it pouring gasoline on the fire. Exactly. And so, you can do that with pay-per-click. With SEO, it's like, oh, okay, note to self. Create campaign. Write content. It's a process. With pay-per-click, it's like 15 minutes to make this change. Turn the heat up. Exactly. So, do that. Number five. Five. Oh, again, that may lead to budget change. Okay, yeah. Number five. She says, check for top spenders. This is an awesome one here because I know people who overlook this. She says, if the spend is unusually high on a campaign, then check your search queries and see if it was a busy day. You might need to start adding some negatives or checking some keywords or something else. And at the end of the day, she's right. It's important to know where your budget is going. You need to know which campaign is spending all of your budget, how that campaign is converting, how it's engaging. Is it sending tons of traffic with high bounce rates and low time on site and no conversions? You need to know that so you can go back and make some adjustments. And so, check for your top spenders. If everything is spending equally as you kind of said

it, then you're probably good. Something you can quickly glance at from the dashboard view. It's interesting because you may see a top spender and say, oh, great, it's spending well and it's sending lots of traffic. And if you're not reviewing it, potentially daily, then all of that is never turning. They never fill out a form. They're about to trade it super high. Stop spending that money, potentially. Number six. Six. She says, get a bird's eye view. She says, while knowing what happened yesterday is important, you also need to take a bird's eye view if you spot any inconsistencies. And she's absolutely right. She's looking for inconsistencies like, oh, why did I get this spike all of a sudden? Or why did during this time period my bounce rate triple? Or why did my sales stop during this time? And so that's why you need to kind of get out of the campaign view, if you will, and back up a little bit, 30,000 bird's eye view, and look down at the campaign. Maybe look at the company. Talk to your client. If you're internal, then talk to some other departments. Figure out what has changed because some of the things might have changed. For example. Right. Maybe your web team made some changes to the pages, and now you're sending pages to a page that don't exist no more. Right. That's the problem. That's the problem. And if you're not looking at it daily, you don't catch that. Or maybe weekly, if you don't take that bird's eye view, you don't catch that. Right. You just realize that, man, you wasted a lot of budget and didn't get any action for it. Yep. Right? Or I like this one. Maybe you're leading to a broken page. Or maybe, maybe, I don't know, maybe your merchant feed upload is expired. Right? And you just haven't looked at it from a top view to figure out, oh, my merchant feed. Why are my ads not showing up in the, you know, on the search results page? And

so, take the time, fall back, and kind of get out of the trees, if you will, and look at it. Yep. Let's see here. Number seven. Seven. Seven, she says, verify the ad positions. Right? So, first, second, third, you know, or at the bottom, six, seven, eight. You know, so verify your ad positions. She says, are your ads displaying in a position on the search results that you expect? Are they? If they are, then great. Look at it. You know, okay, yeah, everything is about average 2.2. It's about what I'm bidding for. Then great. But if you got some at one and some at six or some not high enough to be shown on the first page, make some adjustments unless that's your target. Unless that's your target. If you want it to low bid and high bid here, then great. You're just checking your ad positions. The key is check it and don't just set it and forget it because you'll end up wasting some money. Let's see here. Number eight. Eight. She says, I like this one. Track the threshold of pain. So, dig what she says the threshold is. She says, the rule is once the campaign or ad group or keyword is nearing the threshold of pain, the edge of where we're comfortable spending money on it, we then dig into Google Analytics to see if there are any assisted conversions happening. If everything looks blah, then we go ahead and pause it. I totally understand the threshold of pain because I've been in there, right? I literally run to the threshold of pain for our clients every day to see how we can improve, how can we make things better, what needs to change, what needs not to change, right? And you have to find that. I guarantee you every campaign you have isn't performing great, right? And it's performing marginally enough to maybe get some leads or maybe it's sending decent traffic. They're engaging well. They're looking at pages. They're spending time, but they're not converting. Threshold, right? Like,

ooh, do I really want to get rid of this traffic because maybe it's attribution. Maybe they're doing some other stuff. And it's a necessary. It's a necessary step of the puzzle. And that puzzle, that may just cost me $800 a month. You know, it just may be what it is. But if you're not looking at your analytics keyword, what she said, dig into the analytics to determine that, then you don't know. Then you end up saying, oh, man, there was no conversions coming from there. And you paused that campaign. And then all of a sudden, your other conversions stopped because that was part of the funnel that you didn't recognize. Look, track the threshold of pain. Great tip right there. Number nine. Nine. She says, follow PPC channel performance. Great one. She says, find out how PPC is stacking up against other channels in terms of driving revenue by taking a peek into your analytics. It's one of the reports I send all the time. I call it goal completions. And it will show you how many conversions you had or how many goals you had, whether they were phone calls or form submissions from. Or sales. Google organic or online sales. Yeah. From Google organic, from Google pay-per-click, from whatever your referral sources are. Right. Follow that. And at the end of the day, if you have a pay-per-click budget and it's active, then you want to see PPC on that list. Because at the end of the day, you're paying to get leads. And so you want to see pay-per-click as one of the top sources for your goals. Like I said, unless you're using it for something different. Maybe you're just doing branding. And so all your ads are, you know, company name based. All your remarketing ads are strictly just for branding. And that's a little different. You may not necessarily see many conversions from that. But if you're aggressively going after services and things like that and product sales, then yeah. And you've got a budget behind it. You want

to see Google CPC in your goal completions report. Number 10. 10. She says, read your AdWords alerts. And I'm privy to not doing that. She says, within these alerts can be nuggets of useful information that can cause your ads to stop running. Yeah. Like when your card is about to expire. Right. Or your merchant feed expired. Or your ad is disapproved. Or your call tracker number is disapproved. Or all sorts of other notifications that Google will give you. But if you're not looking at the notifications, then you don't know that. The key is, I understand that Google is trying to get paid. Right. And so, when that first notification says, add these 1,200 words to your campaign, yeah. Don't buy that truck. That's just Google going green on you, literally. Yeah. But read the rest of them. Right. And you may want to fish through those. Yeah. Because there have been great keywords in there. Yeah. You know, just don't make the mistake of add them all and leaving a broad match and then not checking it. Yeah. Add a couple of them. And then some of them, you may actually need to be negatives. Yeah. That's a good way to see where those negatives are going to be. Yeah. We'll add that. What's going to be horrible? Yeah. Negative. And so, you want to go through those notifications because at the end of the day, it's automated. It's algorithmic driven by your campaign. And so, all those notifications, Google feels that you could benefit from it in some form or fashion. Take a few minutes to look at it. Number 11. 11. She says, identify fluctuations. She says, seeing large fluctuations in ad spend from what you're used to can mean that something is up internally. She's absolutely right. All of a sudden, you get an increase in spend and you don't know why. Check with your client. Your client could have very well done something internally, could have done something in the news, could have done something anywhere that caused your ads to

go up. A good way, a good example of that would be, let's say you have a branded campaign. Yeah, I was thinking of that too. And then, client gets in trouble, gets a negative review, gets some bad press, and all of a sudden, everybody's searching for them by name. Now, all of a sudden, your click cost goes up because you have a branded campaign. Right. Good news, right? Here's, here's, I was sharing this with somebody the other day. They weren't getting it. Hopefully, they're listening right now. Now, this is how you can use pay-per-click to combat negative reviews in case that situation did happen to you. Well, why not go ahead and pay to put your message up top? No, this is what really happened with your link. Land them on the landing page that describes the real story. Exactly. And you can control the messaging. You can control what they say. You can control where they land. You can control how many times they see this ad. Take advantage and use pay-per-click to monitor your brand. That ain't one of her points. That's ours. But, yeah, you do want to identify the fluctuations because that type of situation can create fluctuations in your paid account. Yeah. Last one. She says, number 12. She says, watch anything that's new. Right. She said, the first few hours and days are often the most critical for newly launched campaigns. And she's right. You launch it. You add your budget. Do not set it and forget it. Launch it. Add your budget. And you check it the next day. Right. Make sure that you didn't have an old crap moment and miss a checkbox. Yeah. Or something like that. And then check it again two days later. Yeah. Make sure it's all legit. And then if it's spending well, you see some leads coming in. You get a couple calls. Adding some negative keywords. Yeah. Then you can monitor it and then probably get to a situation where you can check it weekly because it's performing well. So,

but once you launch it, yeah, you need to spend that first couple days every day looking at it, tweaking it, making sure that it's legit. Yep. So, she ended with this and she ended with this in her final thoughts. She says, it's worth noting that no two PPC accounts are alike. So, when you're putting together your morning routine, you may find the need to add a few steps based on the needs of the account. And I totally agree. At the end of the day, no two accounts are alike. I don't care if they're in the same industry, same city, same budget. They're just not going to be alike. It just is what it is. And so, figure out what's necessary for you, right, that you can get the best results for your clients if you're an agency. Maybe you're in-house right now to figure out what works with your schedule and that budget and then make the right adjustments because, you know, certain things you're just going to have to do every day. Other things you can do weekly. Some things you can probably do monthly. Man, so punch in the face to you, Pauline Jacober and the good folks over at Search Engine Land. It's 12 things successful PPC managers do in the morning. Yeah, in the morning. All right, cool. I forgot to give a petiff in the earlier section. This one is to Michael Dale. Okay. Spelled it differently. And it's GoViralWebDesign.com. Had a great conversation with him. He's a podcast listener. So, punch in the face to you, Michael Dale. Look at your face, man. I appreciate you. Anything else? You got some blank stare? Is it blank stare or what news? Oh, so this is what news and then we got something after that. What? Yeah, this one is bad, too. So, this what news goes to the unknown, unnamed, sexist Google shareholder. Right? Okay. So, they had their annual shareholders meeting last week. Right? And according to Business Insider, the investor made a sexist remark at the company's annual

shareholder meeting last week. He addressed this question to Ruth Porat. Now, Ruth Porat, she's the CFO. Right? Over at Google, right? But he addressed her as the lady CFO. Okay. And then when he got talking to the senior vice president, he called him Mr. Drummond. Went back to her and referred to her as the lady CEO. Wow. Like, come on, Mr. Shareholder. At the end of the day, women are brilliant. Yeah. Yeah. Like, this is not the time to be sexist. This is not the time to... It's not the environment. Yeah. Like, come on, dude. Like, for real, for real. Yeah. Get off of that. That's so 50s. You know what I'm saying? It's 2016 right now. Right. And my last... This one, do a moment of silence. Yeah. I'm going to do a moment of silence right now for the families and the people in Orlando, Florida. They could have posts who lost their lives and those people who were injured. Yeah. Due to this terrorist attack, my heart's and our prayers are with you guys. Yep. Yeah. Yeah. Yeah. A horrible experience. Sucks. All right. So, that wraps up our podcast. If you are looking to grow your business with the largest, simplest marketing tool on the planet... The internet. Call eWebResults for increased revenue in your business. Our phone number is 713-592-67224. It's not 222-224. It's 6724. Watch our calls double because of that. Yeah. I know. Hey, remember we were filmed live at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. You didn't do the H-Town. I know I didn't. I was just... I was actually thinking about the sexist shareholder. Yeah. And Google actually did something really, really cool about that. Oh, yeah? Yeah. The day after that, they called it Lady Day. Everybody changed their titles to the Lady This to the Lady That to the Lady... Yeah, they laid it on heavy. They had, like, T-shirts the whole nine. Wow. I thought that was just kind of cool. Like, guys did it. Everybody did it. Yeah. So,

that's what's up. The Lady Client Results Advocate. All right. So, you can get a transcript, a video, or listen to the audio at our website, ewebresults.com, of this podcast, obviously. Hey, you guys have made us the most popular internet marketing podcast on iTunes. How often would a weekly, never mind, infographic, podcast infographic be? Yeah, it would be hot. Yeah. Summarize it. It could be called the Lady Infographic this time. You guys have made us the most popular internet marketing podcast on iTunes. Thank you. Appreciate it. We really appreciate it. We're on SoundCloud. Go check us out there. We're on Twitter. Go check us out there. We actually show the video. This video is broadcast live on Fridays. You can see the other video YouTube of our archive. Everything's all out there. Thank you guys for making us the most popular podcast on iTunes. Until the next podcast, my name is Chris Burris. Charles Lewis. Bye-bye for now. Balance check. Balance check. Two, three, two, six. Three, 26. SEO Podcast 326. We're talking 12 tips to your pay-per-click. So, fall back. Turn it up, man. Get comfy. You can learn a lot listening to Chris and Chucky. That's what it is, man. SEO Podcast 326. 326. Let's go. Boom.