As we do every year, we’ve revamped the agenda. Here’s the highlights for 2019:
The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization:
The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and levenshtein distance for query management and analysis.
Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:
• Create compelling ads
• How to use RSAs, ETAs, and 3rd headlines
• Scientifically test ads for small to enterprise accounts
• Find & use insights from ad testing data
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.
Using Impression Share & Quality Score to Make Smart Decisions:
Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs.
In this section, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.
Audience Targeting Strategies:
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.
We’ll show how to create advertising strategies for your account that combines audience targeting data and other AdWords features together to fine tune your customer acquisition strategy.
We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where your want to increase your funnel size.
Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:
• The types of automation
• How and when to fully automate tasks
• What tasks should leverage semi-automation and filters
This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.
By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.
Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.
On December 4, 1998, I hung up the phone with a representative from GoTo.com and was officially a PPC Marketer. Over the course of 20 years, PPC has changed significantly, and this is a reflection of 20 years of PPC.
The Bidding Years
In the early days of PPC, there was initially GoTo.com, founded as an Idea Labs company by Bill Gross. Every single bid could be seen. Ad position was only determined by bid, and there wasn’t a penalty for not getting clicks.
‘PPC Skills’ meant you understood keyword research, a little bit of ad writing, and be pretty good at math. Those were the three primary skills a PPC marketer needed.
This led to two types of advertisers. The first group was those who were using a CPM model payment, as they bought CPM elsewhere. These people realized that you could buy any non-relevant keyword and it would not get clicked; but you would get the ad impressions. They viewed PPC as a way to get low cost exposure; but of course, hurt GoTo’s revenue as they didn’t want clicks. Then there were the performance advertisers. They would watch bids and make adjustments as necessary.
This Thursday we’re doing a webinar on the future of paid search. What will be the biggest impact?
• Machine learning
• Voice search & ads
• GDPR / Legal compliance & privacy issues
• Something else?
Come and listen to this wonderful discussion about how the world of regulations, consumer choice, machines, technology, and of course – us wonderful humans – will affect your world.
From this holiday season to the upcoming years, the only consistency is change. Having an idea of what changes will affect you and ensuring you are prepared will make sure your paid search accounts stay successful today and into the future.
Note: if you register and don’t attend, you can listen to the recordings in the future; so, there’s not a good reason not to register.
We’re heading to Pubcon later this year, and one of the benefits of attending any conference is networking. This is an exciting word for an extrovert and a very scary word for an introvert.
In case you’re new to the world of introverts & extroverts, here’s the bullet point definitions:
• Extroverts get their energy from others (i.e. social situations) and enjoy going to networking events
• Introverts recharge when they are alone and tend to avoid networking events or go to them with trepidation
Based upon various studies; introverts make up 16%-50% of the world’s population. There are many of us (no one seems to know how many); and some are more extreme than others. I’ve been an extreme introvert for years. For those of you who know me, this might seem like a contradiction. I speak all over the world and on a Myers Briggs scale; I’m over 85% introvert.
So how does an introvert become a good networker? Let’s take a look at a few of the secrets.
We added one more workshop from our initial schedule in 2018. This one will take place in New York City on October 23, 2018.
The SMX workshops are one day intensive training session about Google AdWords (or Google Ads depending on the name you’re using right now) and how to extract the most value from your AdWords Account. We have partnered with SMX to bring you this interactive learning experience. You can attend a full day workshop, attend the conference, or do both if you desire. Keep Reading…
When you’re starting out, the possibilities are endless. However, everyone needs to specialize in a discipline of digital marketing to be great. We believe that you should be great in one thing, and know how the others function so you can communicate well with various teams.
When you are new, what do you want to be? Do you want to be:
• Technical SEO Expert
• On page SEO consultant
• PPC Analyst
• Data storyteller
• Content Creator
• Social Media Guru
• Or something else?
Each of these disciplines shares a few required skills; but in most cases, they need different skill sets ranging from hard to soft skills.
Each one of these industries attracts a different type of individual. To find out which one speaks to you, and the skills you need, please see the video we did with Simplilearn examining the necessary skills to develop, especially in a growing AI / Machine Learning world.
Landing Page Experience is 39% of of your Quality Scores. It’s essential that they are average or above average to maintain good Quality Scores.
There’s a lot of misconceptions around what makes up Landing Page Experience as bounceback rates, dwell times, and long clicks aren’t common PPC terms, yet working on these items can help to improve your Landing Page Experience.
In this video, we’ll cover:
How to diagnose your landing page quality scores so you know where to start
How to create reports & pivot tables to get a better view of your landing page experience
How to improve your landing page experience
To easily learn everything you really need to know about Landing Page Experience, please watch this short video.
What happens to your conversion tracking and analytics when a customer journey look like this?
• User sees display ad (In-market audience) and clicks
• User then searches for your competitors and clicks around a few results
• User later searches for your brand (brand keyword) and clicks an ad
• User later sees your remarketing ad, clicks, and finally buys
Should your conversion be attribution to your remarketing click? Should your in-market or search brand click be given some of the credit for creating and continuing the customer journey?
This is what attribution management solves – fractional credit.
Now, we can divvy up credit between those clicks and searches in many different ways. We might evaluate the channels using one method, but give our accounts credit for bidding purposes in yet a completely different manner.
In this video, we’ll answer how to evaluate your channels and conversion channels via different attribution methods and why you should be using one or more of the models in your marketing analytics.