Monthly Archives: February 2012

Google Releases Enhanced Sitelinks

Leaderboard_flashad

This week Google announced the roll out of enhanced sitelinks.  The Gospel of Google has long preached that sitelinks increase click through rate, and this latest announcement comes with the prediction that enhanced sitelinks will provide an even larger improvement on the previous hike in CTR.  An increase to the increase, if you will.  And when it comes to CTR, we most definitely will.

 

The enhancement allows sitelinks to show ads already in your account that are closely related to the links.  The Google blog post explains this clearly so check it out for their pizza-centric example.  It struck your humble news updater as conceptually similar to the turducken.  Instead of a chicken inside a duck inside a turkey, it’s just ads and ads all appearing underneath your main ad.  So, not as fun as a turducken and the mental image of John Madden’s grease smeared face ripping one apart, but still very fun.

 

Based on the intel out there this automatically goes into effect if you qualify, so the trick to increasing your increases rests in making sure you qualify.  Follow these steps:

 

  1. Sitelinks extensions need to be enabled.
  2. Your ad must appear above Google search results (regular old sitelinks can also appear beneath the results – not these guys/gals {they have higher standards, apparently})
  3. You have to have sitelinks that are closely related to ads in your account so that Google knows to put them together.  Lunametrics has some great advice on this step.

 

If you aren’t using sitelinks yet, you should.  And now you can spend a lot of time making those sitelinks even better so that they can show up as enhanced.  Where’s the fun in a turkey all by itself?  Stuff that turkey with other birds, yo.

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Interview with Robert Brady!

Leaderboard_flashad

Our interview today is with Robert Brady, Director of PPC & Conversion at Trafficado, and author of the blog Righteous Marketing.

PPC Hero: How did you become interested in PPC?

Robert: Growing up on a small farm in Idaho I didn’t even know about PPC until I took an internet marketing course in college. This was the first time the university offered the class and I signed up simply because it filled an elective in my major. However, one of our group projects was to work with local companies on a small AdWords campaign. These companies ponied up $500 prepaid AMEX cards and we spent their money (looking back I can see we made a lot of mistakes). This was where I first caught the PPC bug and from there I did an internship managing all the paid search campaigns for a small software company which turned into a full-time offer after graduation. I worked for an agency for a couple years and then have been doing my own thing for the last couple years.

PPC Hero: Why did you decide to start the blog, Righteous Marketing?

Robert: I started Righteous Marketing while working at an agency which didn’t have a blogging presence. I was learning a lot and wanted a place to share with the PPC community. Over time the site has become my personal web presence (I was a little late to the game on RobertBrady.com) and I still enjoy sharing what I’ve learned.

PPC Hero: What do you enjoy the most about working in PPC?  Do you have a favorite PPC topic?

Robert: By nature I’m a competitive guy and I love winning. PPC provides the perfect field of competition. The metrics are the scoreboard so you always know if you’re winning or losing on a particular ad, keyword, ad group or campaign. You’ve got to lose fast (pause/delete and move on) and win big (leverage wins into more, bigger wins). You have competition pushing you to be better. New features are constantly adding complexity that you have to master. I love it.

As for a favorite topic, I enjoy any topic that allows me to leverage my knowledge of farming and agriculture. To date this has been limited to a couple personal projects and helping my dad sell his grass fed beef, but I would love to work with more agricultural clients.

PPC Hero: What is your opinion on mobile PPC and the direction it is heading?

Robert: It’s big, it’s getting bigger, and it’s getting bigger fast. Smartphone penetration in the US is at 44% and globally it’s at 10%. That’s millions of people who can perform a search anytime, anywhere. Need to figure out where to eat? Do a search on your phone. Want to know the answer to that trivia question? Do a search on your phone. Mobile PPC is a growing opportunity, but you’ve can’t treat it the same as your other PPC advertising. Mobile users have smaller screens and, even on 4G, load time is a big concern. You need landing pages that address these issues and keep conversion front and center. Like most PPC, those who do it well will reap the rewards.

PPC Hero: We are excited to have you join us as a speaker at Hero Conf.  Is there anyone you are especially excited to meet or hear at Hero Conf? What are you looking forward to the most at the conference?

Robert: I’ve interacted with so many of the speakers online and look forward to meeting  Joe Kerschbaum, Melissa Mackey, John Lee, Matt Umbro, Andrew Goodman & Crystal Anderson face-to-face. The lineup of speakers is fantastic and I want to meet all of them. I’m also looking forward to speaking with attendees to hear what they’re doing and see if I can provide any inspiration or assistance. And I’ve never been to Indianapolis, so it’s a chance to see somewhere new!

Robert will be presenting on mobile PPC at Hero Conf on April 16-17, 2012, in Indianapolis, IN.  You can register here to listen to Robert and over 20 other great speakers!

Robert is a Google AdWords Certified Partner, Microsoft adExcellence member and is certified with Marketing Experiments for Online Testing and Landing Page Optimization. He has worked with a variety of different companies ranging from a small grass-fed beef grower in Idaho to a large B2B data storage provider. He currently resides in Provo, Utah and can often be found skiing the greatest snow on earth, mountain biking through the Wasatch mountains or playing ultimate Frisbee at the park on a Saturday morning. The best way to say hello is through Twitter, where you can find him @robert_brady.

Wireless Sponsor: Monkeywords

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Addressing the “Yeah, Sure” Response

Leaderboard_flashad

So I couldn’t help but notice this ad on my wife’s Facebook page:

You gotta admit, the bold, fluorescent green font proclaiming FREE books would grab they eyeballs of most anyone, and capture the attention of every avid reader that sees it.  Unfortunately, that’s where the ad’s effectiveness ends.

Eye-Catching? Yes. Persuasive? Not At All

See, if I wasn’t in the business of writing about ads, I’d never have clicked through on this one. Why? Because the instant I understood the offer, I thought “Yeah, Sure.”

As in, “Yeah, sure they’re free, but they’re also probably 4th-rate dreck created by previously unpublished — and likely unpublishable — authors. Either prove it’s otherwise, or I’ll have to say, ‘No Thanks.‘”

So, thinking that, I looked at the copy hoping to find some proof that this wasn’t the case.

Unfortunately, there was none to be found.  Instead, what I got was advanced notice that Ereader News Today wasn’t about to give up ANY indication of what kind of books they’d link me to until AFTER I’d already “Liked” them. And the bragging about providing “The Latest” free Kindle books, rather than the BEST free kindle books, didn’t inspire any confidence either.

What the Ad Copy Should Have Done

The Image and Headline are there to grab eyeballs and gain enough interest to get the ad read. That’s their job: the Attention and some of the Interest part of the AIDA copywriting formula. And for this ad, they got the job done.

Anticipating and Answering The “Yeah, Sure” Response

As for the body copy, its job is to help deepen desire, mainly by addressing issues of credibility.  In other words, the copy often has to answer the “Yeah, Sure” response.  In this case, the copy SHOULD have reassured me that Ereader News Today provided links to 5-star books by previously published authors as well as the “latest” free kindle books.

And if that wasn’t possible, they should have at least made some attempt to reassure the reader that some attempt at curation and selection was being made on behalf of the reader — that we weren’t just getting spammed with newly released books of totally unknown and unproven quality.

Now THAT would have likely gotten my click.  But there’s one more thing to talk about…

Giving R-E-S-P-E-C-T to the “Like”

Marketers have a fatally bad habit of viewing non-cash transactions as either free or no-cost.  If they’re asking for an e-mail address before allowing you to download a white paper, they think they’re giving away free content, as if it cost the prospect nothing to give up their e-mail address.

Frankly, that’s just plain stupid.

There IS indeed a cost to providing an e-mail address. I’m giving you permission to contact me in the future, and agreeing to allow one more thing to clutter my inbox, definitely with a few e-mails now, and likely with a steady stream of newsletter and/or promotional “drips” in the future.  That’s not free.

But at least giving up an e-mail address is private, which is more than can be said for “Likes.”

Get it?  Asking me for a “Like” on Facebook, so that I can see “Free” content, is actually asking me to make a public pronouncement and implied endorsement of you and your product before I’ve even had the slightest chance to gauge whether you’re worthy of such a public “liking.”

Now, if I already have an emotional connection or loyalty or element of self-identification tied in with your brand (as in when, say, a favorite Rock Band or alma mater asks for a “like”), then fine.  But for an unknown entity like Ereader News Today to ask for that on first meeting?  It’s a bit like asking for marriage on the first date.

I know this because when I clicked on he ad and got to the company’s Fan Page/ “Like Wall,” I felt like I had to ask my wife’s permission to give them the “Like,” and further had to explain that it was for work before getting permission. Neither I nor my wife viewed this transaction as Free, and neither of us would have paid with a “Like” had it not been work related.

So what are the Final Take-Aways?

Three things, actually:

  1. Answer Prospects’ “Yeah, Sure” responses
  2. Never think of a “Like” as free or easy
  3. If you’re new to the prospect, test giving them something to evaluate you by BEFORE demanding the “Like”

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Will You Be My Valentine?

Leaderboard_flashad

Valentine’s Day is all about expressing love for each other, and there’s no one PPC Hero loves more than you – the loyal readers. Please accept this as his official invitation to be PPC Hero’s Valentine this year.

PPC Hero Valentine's Day

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Microsoft adCenter is Now Compatible with Chrome and Safari for Both PC and Mac

Leaderboard_flashad

Whether your symbol be a gnawed piece of fruit or four wavy blocks, whether your browser be a compass or a circle that sort of looks like a Bop It Extreme, you can rest easy.  You can now log into the adCenter interface and not worry about compatibility.

 

Last week, the angels at Microsoft heralded the arrival of adCenter’s new functionality with Chrome and Safari for both PC and Mac with a blog post instead of the traditional long weird angel horn.  In addition to the big news (which seems like a nice gesture on the part of the long-time Mac rivals), the post seems to emphasize that Microsoft listens to user feedback.

 

How did they emphasize this, you ask?  By repeating the same content twice in the post (the majority of the first paragraph is repeated verbatim in the second paragraph just to show how much they care about that paragraph), in addition to including two screenshots of the adCenter Feature Suggestion Forum with a big headline reading “How can we improve adCenter to create a better experience?”  The bottom line: they’re listening.  They’re listening to all of you!!!

 

Personally, I’ve used adCenter in Safari in a pinch from time to time, and aside from a pop up warning me that adCenter wasn’t compatible, I didn’t notice any issues with functionality.  Were there any specific issues that any of you have had with the adCenter UI in Chrome or Safari?  If you’re still having them, why not post them to the adCenter Feature Suggestion Forum?  Someday YOU could end up as a screenshot.  Microsoft adCenter cares that much about you.

 

Just a quick scan of the feature suggestion forum reveals that there’s a long way to go to solve everyone’s issues, but it’s nice to know that Microsoft is actively working toward making things better.

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

3 Fail-proof Steps to PPC Optimization

Leaderboard_flashad

Often we are in such a hurry to start optimizing that we dive straight into our accounts, start pulling levers, and leave the office with a wide grin knowing that we did something today we can learn from tomorrow (or next week depending on the account’s size.)

Unfortunately that does work sometimes. I say unfortunately because this is a case of winning the battle but forgetting that we are at war. This mad-method of chasing after results has provided just enough positive feedback for us that we haven’t had our backs sufficiently pressed against the proverbial wall. There’s been just enough daylight between us and the point of no way but forward that it hasn’t been worth depriving ourselves of our PPC Comfort Zone. So we keep spinning our wheels instead of drastically altering our approach to optimization.

Deep in our hearts, well usually right at the forefront of our brains, we know there is a more structured way for determining what to test/optimize and when we’ve found something that really makes the needle move. So without further ado, here are my three steps for more structure PPC optimizations:

1. Figure out where to optimize
2. Determine what tests to run
3. Identify when to end the tests

Pretty easy and self-evident, right? It mostly is, but let’s dig in further.

1. Where to Optimize

Determining what to test is based on determining what metric you want to impact (CTR, conversion rates, impressions) and then figuring out what is currently negatively impacting those metrics. For example, is your CTR low in campaigns that have no negative keywords, or is conversion rate great for career related keywords but you only have a few in your account so you aren’t maximizing impressions.

Why is this step important? Aren’t we always painfully aware of what is not working in an account? Maybe. Think about how often you know you need to drive down CPL so you pause keywords and ad groups. But what does this do? It reduces spend, not necessarily CPL. Or have there ever been times when you’ve needed to increase spend, but your first step was to reduce bids because you were also over CPL goal? The point I am trying to make is that even if we know what metrics are off, we don’t always take the time to really think through where our focus should be.

Determining what is affecting your account(s) can be as easy as looking at your overall average CPC and comparing it to where you need to be, and it can be as difficult as digging into site-flow in Analytics and determining on what pages you are losing site visitors, where they are going, and what seems to be deterring them from continuing on the conversion path. A good place to start is by simply comparing where you KPI’s are currently in relation to the past.

 

2. What Test(s) to Run

As we PPC managers like to do, I have broken this step down to an even more granular level!

2a The first part of this step is to brainstorm. Your desired end result is to find as many ideas for optimization as possible. You should be uninhibited at this stage, involve others and keep going far past the point where you thought, “”I can’t possibly think of one more way to optimize this account, landing page, ad, etc.” Your list should be expansive, and include the ridiculous and the mundane.

2b After you have made this monster list of possibilities determine which are the high impact/low resource items. This is going to take some time, but usually you’ll end up with a much smaller, 2-3 item task list that is packed with only actions that are sure to make the needle move. To determine this assign a suspected percentage of impact to KPI for each item. This is just your best guess, hopefully based on a lot of experience, for what the greatest impact a successful test would make on your metrics.

If you have multiple KPI’s that your tests could affect—for example CTR, conversion rate, impressions— then your list may look a little complicated. Here’s a screenshot of my list:

 

What Impact will PPC Optimizations Make

 

You can see that I’ve even assigned negative impacts based on what I would suspect would happen if I ran the indicated test. For example, if I Audit Network Placements and exclude several that send a lot of impressions my way but with few clicks, I would expect my CTR to increase and my impressions to decrease drastically.

From here you can create a filter and sort your ideas by the biggest impact to your desired KPI. So let’s say that I really want to increase my CTR. I would sort my CTR in column in descending order and….

 

PPC Optimizations that Affect CTR - Click Through Rate

 

Now I can see that my best bet is to do that Audit of my network placements. Of course, this was pretty obvious on my short list. But ideally you would have dozens, if not hundreds of ideas that you would be sorting through.

Bonus Round: If you want to take this to the next level, you can add another column for estimated time it will take you to complete the task. That way you can weigh both the potential impact and the time it will require when determining which tests to run.

Doing a spreadsheet like this also allows you to circle back around at the end of your test and determine if the impact was more or less than you anticipated. You can then adjusted your predictions in the future.

 

3. When is the End

More importantly, when do you worry about the end? The answer is, at the beginning. It’s a little deceiving that this is step 3 because it is directly tied to step 1. When you start down the path of optimization, you need to know what you want to impact (step 1) and what you want the impact to be (step 3).

Understanding not just what you expect the outcome to be, but what outcome equals success is an important missing step in many tests. So before you pres play on any test make sure you’ve laid out goals that measure not just complete success but moderate success as well. Here’s what end goals for my test to increase CTR looks like:

 

Successful PPC Optimizations

 

You can see that I now can benchmark my end results against what isn’t acceptable, what’s great. Plus there is some wiggle room for good, but not as great as I wanted. What this allows me to do is determine if the marginal returns are still worth pursuing, or if I need to cut bait entirely and pursue something that might make a larger impact.

Lastly, make sure you reach statistical significance for your tests. We’ve written about this many times, so I won’t bore you with the details but you can read more here. The important thing is just to make sure your results are meaningful before you take action on them.

For some tests the results can be the next day (if you are trying to increase spend, do start some tests, and spend doesn’t increase over the next 24 hours, it’s probably not going to work out for you.) But sometimes the results are going to take weeks. The important thing here is that just like you are going to start doing for goals, decide on how long to run the test first, before you ever begin.

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Hero Conf- BOGO!

Leaderboard_flashad

Bueller? Bueller?
Even Ferris Bueller wouldn’t miss this one!

Everyone loves a buy one get one deal…and Hero Conf is no exception!
Now when you register for Hero Conf, receive an instant $100 discount on a second registration for a colleague or a friend! Bring a team member to hammer out PPC strategies, or bring someone to enjoy in the city of Indianapolis. Either way, you can do so with an extra $100 in your pockets! Offer expires April 6, 2012

Seats are filling up quickly, so register now!
Our referral program is still also still valid, so make sure to check it out for additional savings!

Join us April 16-17, 2012 in Indianapolis for our first annual Hero Conf!
Hero Conf session topics include:

  • History and Future PPC
  • Advanced Mobile Marketing
  • Account Structure
  • Quality Score
  • eCommerce PPC
  • Analytics
  • Running Campaigns on Small and Large Budgets

Sponsorships are sill available! Download our sponsors packet for more information!

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Every Little Thing We Do Is Magic! – PPC Love Wrap Up

Leaderboard_flashad

Isn’t love a pain? We promised we would help you show some love to your PPC accounts with this month’s series and all the TLC advice has been delivered! Our topics covered increasing CTR, uploading negatives in a less-than-friendly Bing interface, merging your Analytics and AdWords data and how to persevere against low revenue numbers when you’re bringing it home on the PPC metric side.

The Police

In case you missed a day or two, here are all the posts for you to catch up on and we’ll see you next month!

Monday: CTR Healing: Raising Click Through Rate For Better Performance – Dave

Tuesday: Love Me Tender: Uploading Negatives Into Bing – Felicia

Wednesday: Let’s Stay Together: Merging AdWords & Analytics Reporting – Sarah

Thursday: Hopelessly Devoted To Revenue: A PPC Story – Kayla

 

 

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Hopelessly Devoted to Revenue: A PPC Love Story

Leaderboard_flashad

February’s PPC Hero series has been dedicated to helping you relieve particular pain points in your PPC accounts with a little TLC. To wrap-up the series, I’ll tell you a very tragic story of love gone wrong. The story is this: PPC metrics in my ecommerce account are skyrocketing and performance has increased on every data point (CTR, conversion rate, average CPC, etc.), but my key performance indicator (revenue) is nose-diving.

First, We Fell in Love.

As is typical with new relationships, when I was first placed on this account, I had so many plans! Restructuring, realigning settings, ad testing…and on and on. Again, as is typical with a new relationship, we had a week or so of getting to know one another and the general ins and outs of the campaigns, how they spend through the week versus the weekends, etc. Once I had a firm grasp on where we could make the biggest impact, I prioritized my tasks accordingly and set up month-to-month outlines of when I would test particular elements, when to expand and contract the account and all the optimizations I was looking to make from my end.

Then I Found Out There Was Someone Else…

Not long in to the relationship, I had a sit down meeting with the client to discuss the account’s performance. Things were going well; PPC metrics will steadily improving and revenue was at least even, if not exceeding, revenue year-over-year. However, the client had seen a recent trend in in-store sales where accessories for our product were selling more than our main products. Also, the client had recently discontinued a brand of a particular accessory in lieu of an exclusive contract for better margins. Essentially, the client was asking me to alter my game plan for the upcoming months and shift spend more towards accessory-based keywords, particularly the keywords for that discontinued stock. This wasn’t necessarily going to throw off my entire plan, just required a little alteration, so no problem.

Unfortunately We Had A Fight…

I began making these changes rather quickly to assist the client, as needed. Not long after, I started to see a bit of a dip in revenue across the board. We had switched to a new CMS in that same time frame; so much of the drop was attributed to making that change. Another two months later, we had stayed fairly on top of our revenue numbers, but the decrease was visible. We were running head long in to the holiday season at this point, so focus was moved to breaking out holiday-based campaigns with accompanying ad copy. This moved the needle a great degree through November and December. Once January showed up, though, we had a much bigger rift in our relationship than we thought.

And Then He Left!

Still reeling from our vast increase in PPC metric performance and huge revenue numbers to end the year, it came as a bit of a shock when January’s revenue numbers almost completely stalled. We went from doing around $100k in sales a month to doing about $25k for the month. Guess who wasn’t happy? The client and myself. My client wasn’t making any money and all the work I had put in to ad testing, increasing quality score and expanding reach to increase PPC metrics was practically ignored. Why? Because at the end of the day, if the client can’t pay the bills to keep the lights on, my 300% increase in CTR is pointless. Those clicks need to equal sales and revenue. Revenue straight up left me. He didn’t even leave a note…

So I Did A Little Soul Searching.

And by soul searching, I mean account analyzing. I dug in to pieces of our Analytics and AdWords that I’m sure had never been touched. What was incredibly frustrating was that by all normal measures, revenue should be going up. I’m sending through more qualified clicks, but making far less money. Then I decided to check out the comparison of my accessory and main product keyword spends to their revenue production. What did I find? Over the last 9 months, I had slowly shifted to spending 70% of my ad budget on accessories and only 30% on my big revenue earners. Basically I was sending through more clicks because it’s a larger pond of accessory buyers to fish in than it is to hang out around the main product puddle. However, that little puddle was worth three times as much as the whole pond and I had stopped investing in the pond.

But I Wooed Him Back!

As soon as I found the issue, I was relieved to find that my error was a fairly simple fix: realign budgets more heavily to my main product campaigns and ad groups and less towards my accessories campaigns and ad groups. We’re currently seeing the return on that change and I’m happy to report…revenue is making some headway! My secondary goal now is making sure my PPC metrics stay level to where they are now or continue increasing, with increased monitoring over spend versus revenue when it comes to accessories over main products.

The Moral of Our Love Story

You don’t need anything but lyrics:

Hopelessly Devoted to PPC Revenue

“…hold on to the end. That’s what intend to do. Hopelessly devoted to youuuuu.” There will be times when you’re doing all you think you can do to move the needle, but revenue just doesn’t cooperate because of a secondary focus. At all times, when changing up your game plan, for whatever reason, make sure you realign all your goals and consider all the outcomes so you can prepare yourself.

Check back tomorrow for the full series wrap-up and be sure to leave your thoughts, experiences and suggestions in the comments section below!

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More

Interview with Brad Geddes

Leaderboard_flashad

This week’s Hero Conf speaker interview is with Brad Geddes, Founder of Certified Knowledge, an online paid search training and toolset provider.  Brad has a lot of experience in the PPC industry, and we are looking forward to hearing him speak about retargeting and quality score at Hero Conf.  Hero Conf is a paid search conference being held on April 16-17, 2012, in Indianapolis, IN.  If you register by February 12, we’ll follow up with details to give you the opportunity to have a live Q&A session with one of Hanapin Marketing’s experienced Account Managers!

 

PPC Hero: How did you get started in PPC?

Brad: It’s a very long story; but I’ll try to be brief. I use to work in the mental health/mental retardation industry helping people to become productive members of society; including transitioning people from institution life to community living programs. While its a rewarding industry; its also a burnout one as there’s only so many hours you can spend inside an institution. Eventually I quit and had no idea what I was going to do.

Then I found this thing called ‘affiliate marketing’. It seemed so easy. Drive traffic and make money. I already knew site design; so I gave it a try and it worked well (and it was easy in the 90s). Before I knew it Overture launched, and it gave me an opportunity to be on a page twice. Then AdWords launched, and it gave me an opportunity to be on another search engine multiple times; and I started working on blending SEO and PPC, increasing my conversion rates, and all the good stuff that comes with being a good marketer.

My marketing life spiraled out of control as other companies wanted me to run their accounts so after telling them no for years, I finally created an agency, then we sold another agency a few years later; and yet more happened –  and I’ve been happily working on paid search ever since.

 

PPC Hero: What is your favorite paid search topic?

Brad: I enjoy testing. It is by far my favorite topic and favorite (work) activity.

Testing ads, landing pages, keywords, SEO + PPC blending, Facebook pages, Twitter traffic, videos, etc is just fun for me. The hard part is usually digging through the analytics for insights; but when you find a new insight or visitor flow, and of course, more conversions it just makes me happy.

 

PPC Hero: Why were you interested in speaking on the Remarketing panel? What is it about this topic that interests you?

Brad: Remarketing is not just about paid search. You work hard to get visitors through social, SEO, PPC, email, etc. Remarketing might only show in ad slots across the web; but the way you build and market your lists can be fascinating based upon both how they got to your site and where they went on your site.

For example, if someone came through an email list of current customers then your ads will focus on retention and upsells. If someone came through Twitter, then you can focus on followers, social sharing, and a soft conversion like email signup into an autoresponder. You can segment and market your remarketing lists in so many ways that it can be a discipline unto itself.

I also like to share, and wrote an article about how I initially setup our own remarketing lists where you can see some of the thought process about website segmentation.

 

PPC Hero: You will be presenting a session on Quality Score.  Can you give us a sneak peek at what this session will include?

Brad: I’m going to talk about how to find opportunities for improving Quality Score and improving it once you find those weak areas.

I find that most intermediate to expert users understand how Quality Score is calculated so while I might cover the factor basics – it’ll be quick. I do find that many people still look through every single keyword and analyze every keyword’s Quality Score. That’s a waste of time.  If you have an account of 10,000 or 1 million keywords, it is not worth your time looking through every keyword. I’m going to demonstrate a technique for taking even a huge account and finding where you should start to optimize your quality score.

It is recommended you understand pivot tables for this session (they are easy once you work with them). If you don’t know what they are, see this Microsoft learning series; they will change the way you think about what’s possible with data.

 

PPC Hero: Why are you excited to speak at and attend Hero Conf?

Brad: The networking opportunities. I communicate with many people via email, Twitter, and Google+. However, that interaction is never the same as seeing someone in person.

I also expect to pick up a few tips that I can go home and implement.  A couple days of networking plus learning usually means more conversions in the long run; and after all, isn’t that why were all involved in paid search?

I’m looking forward to seeing everyone there!

Brad Geddes is the founder of Certified Knowledge, an online paid search training and toolset provider.

He is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members. He is the first advanced AdWords Seminar Leader and works directly with Google to train companies on Google AdWords. He has written extensively about internet marketing for more than a decade.

Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each year. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Some brands he has worked with include: Amazon, Yahoo, RH Donnelley, Business.com, World Directories, Encyclopedia Britannica, and Red Lobster.

One of his trademarks has been demystifying the complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved. Follow Brad on Twitter @bgtheory.

Sponsorships are still available. Download the Sponsors packet here!

ACO_endad_attributionmodel

Twitter Facebook LinkedIn Google+ Email Print More