The world of paid search is constantly changing. Just keeping up with interface updates alone is time-intensive enough to fill up a good chunk of your workday. After that, there are blogs to follow and conferences to attend in order to stay sharp. While we would like to be dedicating all of our time to adjusting bids and ad testing, we all know that some time must be dedicated to PPC continuing education.
One of the best ways to stay on top of your PPC game is by following PPCChat on Twitter (#ppcchat), hosted weekly by founder Matt Umbro at 12:00 PM EST every Tuesday. During PPCChat, Matt fields 6-7 questions and asks for responses from professionals in paid search working at all levels all over the country. This one-hour session is always jam-packed with great insights from experienced PPC pros at the cutting-edge of PPC techniques and strategies. You’ll find most of the authors of your favorite PPC blogs responding live to PPCChat questions. If you love reading Beyond the Paid, you’ll surely be interested to hear Melissa Mackey’s answers on PPCChat.
For my first PPCChat a few weeks back, I was pretty intimidated and hesitant to join in. After all, I’ve only been working on PPC campaigns for the last 7 or 8 months. Once I dove in everyone was really welcoming and friendly (Thanks, Theresa Zook). All I really contributed were a couple of retweets of comments that I liked, but I got a lot out of everyone else’s comments.
I noticed right off the bat that everyone was really on the ball. I followed some of the questions pretty well, but some of the questions were beyond my level of experience. Within moments, many PPCers responded quickly and intelligently, and I learned a ton.
Steps to joining PPCChat:
- Get Twitter. As addicted as I was to Facebook, I had hardly used my Twitter account since its creation in 2011. In fact, I hadn’t used it for a full 2 and a half years before joining PPCChat. Realizing that I would need a professional twitter account to follow PPCChat with, I dusted off the old account, quickly realized I could not use the existing handle and created a new one. Set to go.
- Follow #PPCChat and all PPCChat participants. Be careful when attempting to follow all of the list members – I tried to follow everyone all at once which resulted in my account getting suspended briefly. Follow just a few members at a time. And be sure to join the LinkedIn group here: http://www.linkedin.com/groups?gid=4280822
A recap of every PPCChat is posted within about an hour by Paul Kragthorpe on PPCChat.co. Recently covered topics include enhanced campaigns and pay-per-click attribution modeling. I found the second part of The Complete Guide to Ad Extensions very helpful. Here Andrew Baker pointed out that you must take into account that the location extension works for off-line conversions as well as on-line when evaluating its effectiveness.
On January 28th PPCChat covered The Ethics of Remarketing. The third question posed by Matt was “How aggressive is your remarketing messaging for sensitive topics (i.e. legal issues, pharmaceuticals, etc)?” Many responders agreed that with sensitive topics and unclear or undecided rules about certain issues, it is better to play it conservative rather than risking getting an account shut down.
So as you can already tell, PPCChat is a must for any serious paid search advertiser looking to be a master of pay-per-click advertising.