This interview with Cassie Oumedian of Hanapin Marketing is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation.
Zach: Yeah, thank you. That was great, what great information that I didn’t realize how many different PPC tools there are out there. There’s quite a few. We do have a couple of questions that came in while we were listening so I’m going to grab a couple of these here. First question came in and I’m going to do the best I can with this. It says, “Isn’t 10% share usually under less than 10%?” Not quite sure what he means by that, but does that makes sense to you?
Cassie: Yes. Impression share. So if an advertiser has less than 10%, it will show like, the less than 10%. So if a user has anything, if it has, let’s say like, 9%, if it has really low impression share almost at 0, it will show the greater/less than 10%, so there still can be some impression share that has 10% but if it’s fewer than 10%, it would show the less than 10%.
Zach: There you go. Okay. All right, great. We move on to the next question here, are auction insights reports retroactive?
Cassie: Retroactive as far as, I mean they’re retroactive as far as you can go back, so it would pull in the information. I mean, you’d change the date range and then go back like I said, but the shopping ones only go back as far as October 2014. I think if we’re saying if numbers have changed or anything it would update every time you ran it.
So you can go back over, I think auction insights you can go back…I’m not sure. I know it’s farther than October 2014, but you can do a longer time period, but say if the numbers have changed anytime over that period, it could change. So definitely the numbers can change each time you run it, so you can go back farther than over a year, two years even if you wanted to go take a look at it.
Zach: Okay. Fire right through these. Next question here is, other than Google, what are the best places to get certified for PPC? That’s a great question.
Cassie: Yeah, you can get certified, so there’s…you can get certified through Bing as far as that certified PPC and Bing, Bing Accreditation Program I believe it’s called. You can get certified through Analytics. So Google Analytics is a separate certification outside of Google. And actually, within Google now there’s multiple certifications so you have your typical exams but there’s also one for mobile, there’s one for shopping as well. I think those are the main ones that I’m certified in anyway.
Zach: That’s good enough for me as far as credentials go. Next question is from our very own sales guy. Mark Ascencio asked, how about keywordsby.com?
Cassie: Keywordsby, I’ve never used that one before. Like I said, there’s a lot out there I didn’t…trying to keep within the time frame that we have, I just touched on a couple that are out there that we used previously. I know AdGuru is another one that I’ve used before which is a great tool. It’s pretty expensive. I don’t know if they offer as many tools, but yeah, definitely I’ll have to check that one out.
Zach: Excellent. Okay one last question here. The question is from Chris, he asks, “What percent of small businesses manage their own campaigns,” and maybe you might want to also throw in there at what point is it worth it to have somebody managing it for you? At what spend level or whatever the criteria might be?
Cassie: You know I think, I mean it really just depends on what your capacity I would have to say, is through the capacity that you have within your business. So for example, like Hanapin is an agency. We work with small business accounts which spend anywhere from maybe like, $5,000 a month or less. I think it’s like $10,000 or a month or less are considered our small business accounts, and anything maybe above $15,000 or more a month are considered more the enterprise level accounts. There’s different structures for each of those. That’s the range of what we manage. My guess I would say again, I would say have to depend of how much you plan on spending per month and just what your capacity is and your knowledge is for PPC.
You’ve taken some time and you’ve done your research and you’ve got a good grasp on how it works and maybe you’re spending less than a $1,000 a month, it might make more sense for you manage that in house. If you’re spending more than $10,000 a month on PPC, it’s probably in your best interest at that point in time to start looking to other agencies to offer a hand, because it can get…it can get very neglected if you’re not in there making changes and making optimizations and accounts can become really stagnant if you’re not in there. So definitely it’s time consuming, so especially the more you’re spending, the more keywords, the more you’re building them out, definitely worth maybe taking a look at an agency.
Zach: Great. I believe that is all the questions that we have so far. Oh wait, here’s one more. Oh, I like Sam Rush Better Than Keyword Spy. There you go. One last comment. Well then. But we will go ahead and wrap this up. Thank you so much Cassie for that presentation.
Cassie: Thank you.
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