When you think about pay-per-click advertising, a pet is probably the first thing that comes to mind. Think about it.
Just like a pet, you have to groom your PPC ad copy to be presentable to the public. Similar to a pet, your paid search ad URLs must be tagged for proper tracking. Amazingly close to the way in which you treat your beloved family animal is the way you also must train your PPC campaign with negative keywords.
“Snickers, Down! No couch!” or “New Honda Ad, stop! No motorcycle searches!”
See, pets and paid search advertising are exactly the same. Also, I really wanted to write about pets.
Just like a pet, every element of your online marketing initiatives require daily care in order to thrive, and I speak for everyone at L2T when I say we take the same sincere approach with our PPC efforts as we do our own cats, dogs, and NFL-inspired turtles.
Caring for your New PPC Campaign
When we launch a new PPC campaign, we don’t make any assumptions. Much like a new pet, it’s imperative to know what you’re bringing into your home. Otherwise, you’re bound to find yourself knee-deep in unmentionable messes.
Our Account Managers and Regional Sales Managers work together to get to know the client, the product, and most importantly, the objectives. The more insight, the better.
Where do most of your current customers reside? Where is your biggest area of opportunity? What profit centers need more exposure and which sell themselves? What can we say about your company in 95 characters or less that will catch the attention of the most qualified potential customer?
Daily attention is required. To our team of PPC Specialists, that’s the equivalent of fine-tuning bids, updating ad copy, and adjusting campaign radii. Also, they sometimes have to water, feed and walk the interns.
When we’re not at the office elbow-deep in our clients’ PPC campaigns, the L2T-ers are at home showing the same dedication and care to our family pets:
Nicole Gignac - Regional Sales Manager
“Zoey’s pretty awesome. She likes to sleep, hang out and clap. Seriously, she claps.
It’s quite entertaining. Similar to all my clients here at L2T, I spoil her. I am a big believer that if she’s happy, then she makes me happy. I use all the organic treats and food to keep her running at her best (similar to how we use all the best digital strategies at L2T to make sure our SEO and PPC campaigns are running at their best). She has regular grooming appointments (kind of like the regular face-to-face meetings I have with all my clients).
Dogs are pretty incredible creatures. At the end of a long week of traveling and work, we hang out and play with her toys. She enjoys her organic treats, and I enjoy a nice glass of wine. She (and the wine) really help me relax and prepare for another week of helping L2T clients get the most out of their digital marketing.”
Chris Onagan - Senior Web Developer
While Chris’s expertise lies in web development, Tigger takes a more literary approach to life.
Robert Anderson - Senior Digital Display Specialist
A face fit for any display network!
Gretchen McKibbin - Account Manager
At home, Kane demands respect and regal accommodations. It’s no wonder Gretchen’s superior account care and dedication looks so effortless!
Dave Buesing - SEO Content Specialist
“My wife has two cats. Their names are ‘Ellie’ and ‘Clipper,’ but I generally refer to them as “Get off that!” and “How did you even get in there?” Much like SEO, which has grown on me as I’ve come to know it more, I have found that these beasts are not altogether the worst. Sometimes they even make me smile, but I would never admit that to anyone. I imagine that one day I will fully appreciate cats, the way I now fully appreciate jokes about 301 redirects and keyword stuffing. One day.”
Sheila Hull - Account Manager
The patient welcome committee after a fast-paced day of PPC report analysis.
Jay Solway - Senior PPC Specialist
“Plaxico and I have many similar interests including swimming, slow walks and eating fish. Much like a PPC campaign, Plaxico requires a lot of attention. If he is properly fed and given time to roam outside his tank, you will then see maximum entertainment value. Much like a PPC campaign, in order to achieve maximum value, it is important that you keep an eye on the account daily and if something isn’t working properly then you must make changes. The key is to test new ideas and constantly monitor. And don’t let your turtle take handguns to nightclubs.”
Danielle Sullivan - Director of Account Management
“Eddie may seem small, but if you take your eyes off of him for only a moment, he won’t hesitate to ‘love nudge’ you with his horns to remind you to rub him or offer more treats. While he still lives in Central Illinois at my mom’s place (I haven’t researched Chicago city ordinances on owning pygmy goats), Eddie is the perfect metaphor for managing accounts because you never want to turn your back on him and must always peremptorily assess what to do in order to keep him as healthy and content as possible. It’s all about astute attention to detail. And chin rubs.”
In tuned with the ever-growing and progressing mindset here at L2TMedia, Dena anticipates the health and happiness of her ideal future pet.
Last but not least....the L2T PPC Office Pet. The Panda Drew:
