Neil Sorenson: Hero Conf 2013 Speaker Interview
January 18, 2013
We had the opportunity to interview Neil Sorenson, who will be speaking about Enterprise PPC, Competitive Verticals, and International PPC at Hero Conf 2013.
Neil Sorenson is the Head of Pay per Click at ZAGG.com. Previously he spent four years working for search marketing agencies like OrangeSoda and SEO.com. During that time Neil managed hundreds of accounts across dozens of industries. In early 2012 Neil made the switch from agency to in-house at ZAGG to head up all paid search, retargeting, product feed management, media buying, and ping pong domination.
In May of 2012, Neil organized and created the petition against Google Adwords protesting the removal of the “rotate evenly” setting. It was arguably the most successful and wide-reaching protest to have ever been lobbied against Adwords and was one of top factors that affected Google’s decision to return the ability to rotate ads evenly to their advertisers.
Neil can be found on Twitter @iNeils
Want a chance to meet Neil and other big names in the PPC industry yourself? Well, by attending Hero Conf 2013 you can! The design of the conference allows for a low speaker to attendee ratio, making your chances of meeting and learning from our top notch speakers in a one-on-one setting, very real! If you would like to hear more about Hero Conf, you can register or visit the Hero Conf website for more information. Sign up before Friday, February 8th to take advantage of the Early Bird Special by saving $100!
PPC Hero: Tell us a little bit about yourself…
Neil: I live in Salt Lake City, Utah. I have a puppy who will be 1 year old in the next couple months. I’m a huge sports fan and have season tickets to the Utah Jazz and Real Salt Lake. I have a separate Twitter account for sports so as to spare my other followers all my sports chat. I’m a car guy and grew up spending most weekends in the woods, desert, or mountains in a Jeep. Lake Powell in Utah is my favorite place to visit. I love going to movies and I like turtles.
PPC Hero: Why did you decide to become an PPC professional?
Neil: Getting into PPC was as much good fortune as anything else. I was briefly working in sales for a search marketing agency and deciding that sales wasn’t really for me. My good friend was the director of the PPC department at the time and had been showing me the basics of paid search and I enjoyed what I learned. I switched departments, devoted myself to learning paid search and internet marketing, and then realized that the analytical side of the work kept me continually engaged.
PPC Hero: What has your experience in PPC taught you about Account Structure?
Neil: Account structure is absolutely one of the most important aspects of PPC. I’ve taken over dozens of Adwords accounts and when deciding if we needed to start over from scratch or if the existing account would work the account structure could usually show us if there was something worth keeping.
PPC Hero: Tell us a little about what you’ll be speaking on at Hero Conf 2013…
Neil: Enterprise PPC, Competitive Verticals, and International PPC.
PPC Hero: What features would you like to see AdWords and BingAds come out with in the future?
Neil: Can I create an Amazon wishlist for this?
- Search Partner campaign separation (like we used to have)
- Better managed placement functionality
- The ability to exclude any placements that show in the “See URL List” tab.
- Faster ad review
- More communication about betas and new Adwords programs.
- The ability to view performance for all keywords in an account.
- More custom date ranges (why can’t I set a custom range that falls more than 2 years in the past?)
- Integrate reporting into the interface without having to go to the reports tab. For example, in Adwords, the SQR used to be found in the Reporting tab and now you can view that data right with your keywords.
PPC Hero: If you could predict where PPC will be in 3 years, what would you say?
Neil: Continuously evolving at the expense of organic traffic/results.
PPC Hero: What do you think is the most important thing to keep in mind when managing a PPC account?
Neil: Goals. What are the goals of the account we’re managing? How close are we to hitting those goals? What is the next set of goals we should be looking to?
PPC Hero: Outside of paid search and the Internet, what are your favorite ways to pass the time?
Neil: Movies, TV, riding my motorcycle, going to the mountains, hanging out with friends, traveling.
Browse By Category
Why You Should Test Target ROAS Bidding for Shopping Campaigns
The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.
10 New Ways to Optimize Paid Search with Call Intelligence
Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...
Google Adds New Tools to Highlight Physical Store Locations
Buying in-store is still a big deal for shoppers, and Google has announced a few new tools to let physical retailers target those shoppers heading in stores.
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
Spend Smarter: Identifying Account Opportunities
Explore a method for projecting performance that makes it easier to provide solid budget increase recommendations and also alleviates some stress.
Up and Running with AdWords Add-on for Google Sheets
In this article we will set up for the AdWords add-on for Google Sheets. By the end you'll set up your own reports and automate the data gathering portion of your workflow.
Tackling Facebook Ad Disapprovals
Why your Facebook ad is disapproved and what you can do to fix it and avoid future problems.
Load More »