Maddie Cary, an SEM speaker out at SMX West, had a very interesting twist to her presentation that caught the attention of Erin, Tom, and Nate. That twist was in the form of a music superstar and we’ll give you a hint…this superstar goes by the title of “Queen Bee.” Yes folks, we’re talking about the one, the only, Beyoncé!
“My love for all things Beyoncé and PPC pretty much dominated my entire presentation at SMX West,” stated Cary, who serves as Point It’s Director of Paid Search.
This was Cary’s first-time presenting at SMX and she received a lot of positive feedback in turn because, let’s be honest, not a lot of people make mention of a celebrity quite like she did in her presentation.
So the #edgetalk crew was very fortunate to have her as their special guest for show 171. During her time on the show, she focused on her SMX West Presentation ““What Would Beyoncé Do? Fierce PPC Tactics to Make Your Account a Super Star.” Yes, that is truly the name of her presentation and we think it’s awesome!
“The level of performer she [Beyoncé] is, well, she’s almost near perfect. So I took my love for Beyoncé and applied that to PPC tactics to show that you can rock out a PPC account just like Beyoncé,” said Cary.
At Point It, Cary oversees $35M in media spend, which encompasses 60 different markets, 30 languages, and a 20-person team. She has spent over four years engrossed in pay-per-click (PPC) for Point It and basically, as her SlideShare states, she’s “Drunk in Love with PPC.”
For those who may not be aware of what PPC, we’ve got the definition courtesy of WordStream:
[su_quote]PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.[/su_quote]
During our Edge of the Web interview with Cary, she had four key recommendations for the perfect PPC team. First, she suggested that your PPC team measure and drive results.
“You don’t want to be driving leads for the sake of driving leads alone because that’s not the full story,” said Cary.
Second, she emphasized the importance of setting goals as a PPC team and that those goals be time sensitive and tied to data. The third recommendation is tied to the previously mentioned recommendations – show both positive and negative results, because that show’s that your goals are inherently tied to raw data.
“Raw data is the best data and the best way to look at the entire picture,” said Cary.
Finally, she advocates for sharing best practices as a team because that is when each individual team member is able to voice his or her key takeaways from recent articles, speaking engagements, etc.
“You need to be having regular communications between team members, which takes care of your internal communications and then there needs to be communication happening externally with clients,” said Cary.
You can tell that Cary has been honing her PPC skill set, as she has climbed the ladder at Point It. We would say that some of her success can be contributed to her love for all things Beyoncé and are certain that Cary would fully support that statement.
“Keep listening to Beyoncé when doing PPC, because that at least helps me stay focused on the data and all I need to get accomplished,” said Cary.