Happy National Running Day folks! Here at Oneupweb, we’re busy Smart Commuting and enjoying our awesome, sunshiny surroundings! I know that more than a few of us are looking forward to a nice run after work. Hopefully some of you are too!
Now, we continue with our theme for this week. What theme is that? Laying out exactly what Oneupweb does! Why? Because we’ve got an awesome team of Oneupwebbers occupying booth 1139 at IRCE 2012 right now and we’re all in this thing together!
Today’s topic, if you couldn’t tell by the title, is paid advertising….or pay per click advertising….or PPC, whatever your flavor might be.
Today’s interviewee is Oneupweb’s master of PPC (and avid runner/marathoner/triathloner) Kelly Yauk.
Let’s jump right into today’s topic, yeah? Sweet.
B- Kelly, can I call you Kelly? Kelly, sit right down here and let’s rap. What is PPC?
K- I’m not doing this if you’re going to be an idiot.
B- Sorry…..what is PPC?
K- One of my awesome co-PPCers, Steven Swaney, has a go to phrase – “PPC is the scientific method applied to advertising.” He calls it that because it is measurable, reportable and you can isolate and test individual elements of a campaign.
I think of PPC as the most direct and truthful form of advertising. It is your chance to reach a customer that is looking for you, exactly when they are the most interested in your product and to deliver exactly the message you want conveyed.
PPC is purposely direct, clear and succinct because ad space is limited and you pay for every click you receive. You can show your ad to thousands of interested users, but you will only pay for the users that are interested enough to click your ad.
B- OK, so this is a very targeted form of advertising that aims to bring you a qualified consumer with every click. Got it. So, now that I understand that, can you explain why a brand might want PPC included in their marketing campaign?
K- PPC is the best way to reach a user at the exact moment that they are searching for your brand or services. They are primed and ready for action. PPC allows you to get a targeted ad to the right person at the right time. You completely control the message users receive and it is Pay-Per-Click! If a user isn’t interested in your brand you get the benefit of awareness building, but, unless a user clicks on your ad, you pay nothing.
Additionally, the best placements on the SERP are reserved for PPC ads. If you only engage in organic SEM, that leaves at least three positions available above your listing.
B- Sounds like you just laid the smacketh downeth on the SEO peeps here at Oneupweb. Is there a lot of hatred between the two teams?
K- So much hatred.
B- I see. Speaking of teamwork, why would a brand want to have an agency handle PPC over, say, an in-house team?
K- PPC is a constantly changing advertising form and staying on top of everything from industry updates to search traffic seasonality requires a dedicated specialist if not a whole department to support it, an agency like Oneupweb comes complete with the support staff and has a proven history of success. Also when managing PPC in-house brands tend to end up relying on the very search engines that make money off of PPC advertizing to help create and manage their performance. With an agency you have a PPC specialist dedicated to achieving your account goals.
B- A specialist! I like the sounds of that! You’re a specialist! What do you like most about that role?
K- The client interaction is my favorite part of the PPC game. I like building trust with my clients by helping them achieve their goals. My hope is that my clients will come to think of me as their biggest asset and advocate.
B- That is an awesome goal! I’m sure that every one of your clients views you that wa…..what is that?
K- This? Steroids. How the hell do you think I won all of those marathons? Geeze, Brooks. Man up. The world isn’t all peaches and cream, ya choir boy. You want some?
B- Nupe.
K- Suit yourself, pipsqueak. I’m hasta.
B- Oh come on…really? Really? She just destroyed the microphone, did you see that Bob? She just smashed the hell out of it in some form of ‘roid rage. You saw that right? Bob? SHE BROKE BOB’S NECK. Sweet Hey-Zeus. Lock the doors.
