Brad Geddes / PPC Geek
Official AdWords Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(312) 884-9017

Blog.

Last Chance to Join Us for a Week of Free Web-Based Presentations

PPC Week

PPC Week is a free week of PPC tips & tricks from the experts.

Hear from:

  • Brad Geddes
  • Adobe
  • Microsoft
  • Unbounce
  • Fred Vallaeys (ex-Googler)
  • and more..

The topics include:

  • Ad & Landing page testing
  • Audience targeting & strategies
  • Excel tips & tricks
  • Analytics & reporting

Once you register; you’ll have access to the recordings after the event if you can’t make it live to ask questions.

We hope you’ll join us for PPC Week.

Register here.

How to use AdWords Channels to Bolster Your Buying Funnel

Buying Funnel Stages

When we think of AdWords, we have many channels to choose from:

  • • Search (brand, generic, products, info)
  • • Shopping
  • • 1st party audience targeting
  • • 3rd party audience targeting (Similar lists, affinity, in-market, etc)
  • • Display
  • • etc

Not all of these channels perform the same way; and they shouldn’t – they reach users in various parts of the buying funnel.

Often when we explore attribution models and account expansion; we’re not just looking at last click attribution; but mapping out the customer journey, fall off points, and areas where we want to bring in more traffic.

For example, if your brand terms and product terms are most of your account traffic, you probably have a very high CTR and conversion rate; but not huge amounts of traffic. In this case, you want to focus higher in the funnel to bring in more total traffic and leverage audiences in your marketing.

If you are using mostly display and generic keywords; you have a lot of top of the funnel traffic, but not a lot of users who are ready to buy.

By following a straightforward approach, you can increase your funnel traffic strategically:

Keep on reading!

The Return of bgTheory

After 8 years of silence; bgTheory is back 🙂

It’s a long story; and we’ll soon post it all on CK (and here); but bgTheory has been resurrected as the home for:

  • • Brad’s blog posts (yes, there will be new articles on a semi-regular basis)
  • • Advanced AdWords Workshops
  • • New internet based training at Simplilearn
  • • PPC Consulting & AdWords Audits

And an overall central repository of information for Brad’s offerings, articles, and thoughts across the web.

The name…

I’ve never addressed this before; but it amazes me how often someone will say, “Yeah, it’s bgTheory, but I’m not really sure what it stands for” and then later (sometimes years later) say, “Oh, I get it, bg stands for Brad Geddes – this is all about your theories of the web.”

That’s why it is not bIg Theory; as my middle initial isn’t I (that would work out well, wouldn’t it?). It’s bgTheory: Brad Geddes’s theories on digital marketing (with sidetracks to productivity and other interesting tech musings).

Upcoming Articles

As a return first post (excluding this one); there’s a good one coming out next week – so stayed tuned. If you’re not subscribed; you can do so here.

A Free Week of Web-based PPC Information

The summer is slow (thankfully – we all need a break after the crazy spring and before fall holiday insanity starts); but that also means there’s not a lot of news or conferences.

Good news – there will be a conference this summer – and you can attend – for free!

It’s online; 100% virtual, and if you signup – you can even get the videos at a later date.

To learn more, take a look at PPC Week (you won’t be disappointed, the speaker lineup is fantastic).

Anyway – we’re back – and next week we’ll start posting great content on a somewhat regular basis again 🙂

Join Us for a Free Week of PPC Conferences

PPC Week

PPC Week is a free week of PPC tips & tricks from the experts.

Hear from:

  • Brad Geddes
  • Adobe
  • Microsoft
  • Unbounce
  • Fred Vallaeys (ex-Googler)
  • and more..

The topics include:

  • Ad & Landing page testing
  • Audience targeting & strategies
  • Excel tips & tricks
  • Analytics & reporting

Once you register; you’ll have access to the recordings after the event if you can’t make it live to ask questions.

We hope you’ll join us for PPC Week.

Register here.

The Complete AdWords Audit Part 15: Audiences

This is a continuation of the AdWords Audit Series. You can see previous parts here: Introduction, Goal setting, Measurement, Campaign Settings & Bid Adjustments, Ad Extensions, Impression Share & Auction Insights, Quality Score, Account Structure, Keywords & Match Types, Ad Copy, Testing, the Lin-Rodnitzky Ratio, Google Shopping CampaignsBid Management and Landing Pages

 

I’m thinking more “audiences” and less “keywords” than ever before. – Melissa Mackey

According to many PPC experts, audience targeting was the most important trend in 2016. Which was nice after having 5 consecutive years of mobile.

And looking forward to 2017, audiences will continue to grow in importance and scale. As Melissa’s quote above indicates, thinking ‘keywords only’ really is a thing of the past. It’s the combination of intent (keyword or voice search), device, time, location and audience that we need to think about.

Most AdWords advertisers however, are familiar with remarketing audiences only. But actually this is just one of the 10 main ways you can target (or exclude) audiences in AdWords:

audiences-in-adwords-small
In the illustration above you can see which audiences can be targeted on which network(s).

And for those who like a historical perspective, see the timeline below for the years when different audiences were released in AdWords. Betas were often already available a year earlier.

audiences-in-adwords-timeline-small

Keep on reading!

Join Us for a Live Webinar on How to Transition to ETAs like a Pro

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Google’s new Expanded Text Ad format is a chance to re-imagine your ads.

It’s also a chance to become completely overwhelmed with the amount of work that needs to be done in a short amount of time.

Acquisio & AdAlysis will be hosting a webinar that will help you walk through:

  • The transition
  • Techniques for upgrading
  • Common mistakes to avoid
  • How to test your new ads
  • And much more

Register now so you can upgrade your ads to ETAs like a pro.

Join Us for a Free Webinar on Ad Testing

webinar-og

Facebook ads, ETAs, paid search ads, display ads, and any other ad format relies on a process for great testing:

  • Testing ideas
  • Hypothesis
  • Data metrics
  • Statistical significance
  • Taking action
  • Insights

In this webinar, we’ll cover ad testing with Facebook, how to test in paid search, and testing metrics and processes that can be used across any platforms.

Enjoy this free webinar brought to your by Duane Brown from Unbounce and Brad Geddes.

Please register here to learn how to future proof your ad copy.

Please Join Us for a Free Webinar on Scientific Ad Testing

InvespWebinar
There are several ways to test ads:

  • A/B Testing
  • Pattern Testing
  • Label testing
  • And more

And then you need to:

  • Determine winner and loser metrics
  • Segment your ad tests
  • Determine minimum data
  • Determine maximum data
  • Ensure you are confident in the results

All of these decisions are assuming that you’re testing and have ad ideas to test – the brainstorm of what to test is important. Finally, what do you do with the information?

  • Change ads
  • Launch landing page tests
  • Use the information for social or email

There are many questions to ask about properly done ad testing -and we’re going to cover them in an upcoming webinar with Invesp.

Here’s the details you need to know:

Date: Thursday, June 16th, 2016
Time: 1 PM EST / 10 AM PST
Duration: 45 minutes

If you can’t make it but would like the recording – sign up and you’ll receive a recording in the future.

Please join us for this webinar and register here.

The Complete AdWords Audit Part 14: Landing Pages

This is a continuation of the AdWords Audit Series. You can see previous parts here: Introduction, Goal setting, Measurement, Campaign Settings & Bid Adjustments, Ad Extensions, Impression Share & Auction Insights, Quality Score, Account Structure, Keywords & Match Types, Ad Copy, Testing, the Lin-Rodnitzky Ratio, Google Shopping Campaigns and Bid Management

 

“If you look at a good PPC account and it’s not converting, in 99% of cases, the landing page is the problem.” – Brad Geddes

“Most websites don’t have a traffic problem… However, every website has a conversion problem.” – Bryan Eisenberg

In other words: if all you do is work on your PPC campaigns, but no one is obsessed with converting the traffic you’re paying for, then yes, you too have a problem. And it’s probably the single largest reason why your results aren’t what you want them to be.

So it’s about time we dive into landing pages and conversion rate optimization in this series. A topic one could easily write a book about, as in fact some of the brightest minds in digital marketing did.

That’s why I’d highly encourage you to read the books and blogs below, even if you’re ‘just’ a PPC marketer. Because as such, you already have great insights into your audience’s interests and what ad copy they respond best to.
So why stop there? You have to enter a URL in those ads anyway. Why not make sure it’s a URL that delivers a great experience?

Keep on reading!

How Is Voice Search Going To Change The World Of Advertisers?

Speculation about the impact of voice on digital marketing is running rampant these days, especially as it relates to search by voice input specifically.

Google and Bing have laid the groundwork for voice input: Google has the microphone button on desktop and on its mobile apps. Bing has the microphone input through Cortana on the Windows 10 desktop, and through Cortana on its mobile app.

With the foundation in place, will voice search take off? Will people give up their text input habit for the convenience (but not-quite-perfect) of voice input?

I recently spoke at SMX Munich about how voice search is going to change the world of advertisers. We started with a close look at the most recent research on voice. Who is using voice input? The most surprising thing is that apparently older people are adopting voice with enthusiasm – which makes sense in the context of the small smartphone screen and keyboard. Voice is easier, and you don’t have to put your reading glasses on to get it done.

Another fascinating stat is that most people (42%) only started using voice search in the last six months. If this trend holds steady, voice search will be roundly adopted within the next few years.

We also looked at the key differences between voice and text inputs, and why this matters to advertisers. It’s clear that the world of voice input is dramatically different, starting with the use of conversational language.

This one difference is responsible for a cascade of effects including more refined and clear intent (“Where can I buy pink rain boots?” versus “pink rain boots”), slightly longer keyword queries and a bias toward local search.

The session wrapped up with a forward look at what we can expect from voice search. Just as we’ve all readily adopted mobile phones, swiping and pinching, we will adopt voice input.
As the Internet of Things asks us to talk to our refrigerators and our cars, as wearables ask us to give vocal commands, we will move closer and closer to embracing voice search over text input.

This is a new and exciting shift for digital marketers, representing a way to once again adapt our message to our audience. This is a passion project for me and I’ll continue to update my research and analyze the voice search landscape. If you’re as fascinated as I am, start here with my presentation from SMX Munich.

You can view the presentation at slideshare.

How Will Voice Search Change the World of Advertisers – SMX Munich 2016 from Purna Virji