Ask any PPC manager how they do their job well, and, aside from their skill set, they’ll name the tools that give them the data they need and the time in their day to drive strategy.
In this session from SMX East 2016: “Updating Your SEM Toolbox with New, Shiny Tools,” Moderator Matt Van Wagner of Find Me Faster was joined by speakers Brad Geddes (@bgTheory) of AdAlysis, Daniel Gilbert (@dangilbertppc) of Brainlabs and Sahil Jain (@sahilio) of AdStage to share what SEM tools they rely on, and what shiny new tools they are most excited about.
First up was Brad Geddes with the secrets of PPC productivity, and he contends that time management is the key to good PPC management. There are so many tools out there, he says, and success is often determined not by what you use but when you use them.
Geddes believes that collaboration tools should be considered PPC tools — this includes things like Basecamp, Google Docs and more, because PPC managers have difficulty finding the time to fully give their attention to doing the important work of building campaigns.
Productivity is a challenge because we get interrupted often. He shares a post from Trello on finding productive hours in the day. PPC professionals have to be both managers and makers. So it’s important to find a schedule that works to your advantage.
Here’s a sample below from Trello’s blog post:
Some tips from Brad that work for him include:
Finally, when determining what tools you need:
The full slide deck from Brad’s presentation can be found here.
Up next, Sahil Jain talked about the free SEM tools you should be using.
Ad copy tools
The full slide deck from Sahil’s presentation can be found here.
Last but not least was Daniel Gilbert, who talked about maximizing your effectiveness through the PPC tool set. He starts by saying that automation is not optional, it’s a must. One small account can have 10,000 keywords and a trillion data points.
There are many tools out there:
But in this interactive session, Daniel wants to poll the audience to see what their favorite tools are in multiple categories, then he’ll reveal his. And he said if his choices don’t match the audience, he’ll remove his clothes (update: he only removed his sweatshirt).
Audience picks: DialogTech, Marchex, CallRail
Daniel’s choice: CallTrackingMetrics, CallRail, ResponseTap
Audience picks: Whoop! App, Channel Intelligence
Daniel’s choice: GoDataFeed, FeedSpark, Productsup
Audience picks: SpyFu, SEMrush, Adgooroo
Daniel’s choice: Adgooroo, Adthena, SEMrush
Important: There isn’t any tool out there that will estimate your competitor ad spend!
Audience picks: WordStream, AdAlysis, Brainlabs
Daniel’s choice: WordStream, Optymzr
Audience picks: Supermetrics, Raven
Daniel’s choice: Swydo, Supermetrics, Periscope Data
Audience picks: Google Analytics, Visual IQ, Adometry (now Google Attribution 360)
Daniel’s choice: Google Analytics, Abakus, CUBED Attribution
The full slide deck from Daniel’s presentation can be found here.
This info-packed session gave us all some more ideas on how to use tools to help us be more productive and successful in our paid search. I hope you get as much out of the recap as we all did in the session here at SMX East 2016.
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