Day 2 Opening Keynote with Andrew Goodman
March 5, 2015
The final schedule for Hero Conf 2015, April 27-29 in Portland, OR is coming together quickly. Day 2 opens with an in-depth keynote session from PPC luminary, Andrew Goodman.
PPC is not only a significant driver of company growth; some companies have grown fundamentally dependent on the channel. If PPC is the air your company breathes, then small-ball execution isn’t your only concern. You also have to be aware of any potential looming, larger threats to the health and well-being of that channel.
On the heels of trenchant insights in books like Fooled by Randomness, Black Swan, and Antifragile, Nassim Taleb has drafted another masterpiece entitled Silent Risk. In this spirit, we will cover looming silent risks in the PPC universe. Catastrophic risks aren’t “mistakes” or small operational problems. They’re fundamental flaws in “vision,” in assumptions, and categorizations of the types of bets we are making.
At the end of the day, you’ve got to prepare appropriately for these invisible threats, a process that can be hard to engage in once you’ve developed tunnel vision. In business as in all human perception, analysts may be afflicted by a “What You See Is All There Is” (WYSIATI) bias. In accounts of the 2008 financial crisis precipitated by the subprime mortgage meltdown, high-placed officials in national governments, and top analysts at bond rating agencies, were asked what the fallout might be if they adjusted their models to take account of a 35% drop in home prices. Since that was deemed nearly impossible, they often replied they “had no model” that included such information. Risk defined out of existence in tautological fashion: a dangerous game indeed. All the models show a lifetime of prosperity for the turkey, until Thanksgiving Day.
Will your PPC account continue driving company growth, or are you one or two looming threats away from the need to shut down the channel entirely? Your speaker will discuss the silent risks of: Amazon; flawed views of causation; hyper-action bias; reporting fraud; attribution jealousy; and numerous other hidden phenomena that can derail a company’s PPC fortunes to the point of putting a company’s growth plans and profitability at risk.
Does Chicken Little make a compelling case? Listen to this talk, and judge for yourself.
Browse By Category
What Will 2018 Hold for Social?
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
Why Brand Ad Campaigns Are Important
Explore reasons why you should consistently bid on your brand name and gain more real estate in search results for branded searches.
How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
Part 1 of 2 in Shopping structures for PPC accounts. Learn how to organize your PLA campaigns using a tiered prioritization strategy.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Your Last Chance to Join Us at Hero Conf London
We're ready to welcome more than 300 PPC pros to Hero Conf. And we'd love to add your name to the attendee list at London's Only All-PPC Event.
4 Tips For Troubleshooting PPC Performance
Get tips on how to troubleshoot PPC performance and start on your way to becoming a PPC troubleshooting pro today!
Why Every PPC Specialist Should Experience Client Facing Roles
Explore why every PPC specialist should experience client facing roles and go from being a good PPC manager to a great one!