This webinar provided 10 tips for outsmarting PPC competition in 2013. The tips included being well-organized in ad testing, using bid management and reporting tools, learning how to use scripts and macros, utilizing third-party retargeting, analyzing data to find optimal ad positions, focusing on quality score, using creative ad extensions, testing different creative styles, maintaining an active PPC lifestyle, and comparing your account's performance to competitors. The webinar concluded with a question and answer session and offers of free assessments for attendees' PPC accounts.
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
Description of Pay Per Click; Creating a PPC Campaign; Keyword Competition; Customer Buying Cycle; External Factors That Can Affect the Success of a PPC Campaign; What to Expect From a PPC Service Provider; PPC Resources
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task perspective, and targeting strategies for your audience.
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
Description of Pay Per Click; Creating a PPC Campaign; Keyword Competition; Customer Buying Cycle; External Factors That Can Affect the Success of a PPC Campaign; What to Expect From a PPC Service Provider; PPC Resources
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task perspective, and targeting strategies for your audience.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
This presentation aims to cover a series of synergies between SEO and PPC that could help your business/clients run the two channels in a more efficient manner and optimise the overall spending.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM
Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library.
To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/
Search is the database of human intensions.
Consumer intents drive SEARCH.
digital마케팅에 있어서 검색은 중요한 믹스중에 하나입니다.
Searchibility vs Findability.
검색마케팅의 큰 맥락을 이해하는데 도움이 되시길 바랍니다.
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
5 Spying Strategies to Stay Ahead of Your CompetitionLeadSquared
In this presentation, Nilesh Patel will tell you: -
1. Why do you need to increase conversion?
2. What are the factors that affect conversion?
3. What are the strategies and tactics used to improve conversion?
4. What tools are available to measure conversion?
For more information, visit: http://www.wordstream.com
As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.
Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.
In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:
- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
This presentation aims to cover a series of synergies between SEO and PPC that could help your business/clients run the two channels in a more efficient manner and optimise the overall spending.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM
Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library.
To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/
Search is the database of human intensions.
Consumer intents drive SEARCH.
digital마케팅에 있어서 검색은 중요한 믹스중에 하나입니다.
Searchibility vs Findability.
검색마케팅의 큰 맥락을 이해하는데 도움이 되시길 바랍니다.
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
5 Spying Strategies to Stay Ahead of Your CompetitionLeadSquared
In this presentation, Nilesh Patel will tell you: -
1. Why do you need to increase conversion?
2. What are the factors that affect conversion?
3. What are the strategies and tactics used to improve conversion?
4. What tools are available to measure conversion?
For more information, visit: http://www.wordstream.com
As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.
Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.
In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:
- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Fore more information, visit www.wordstream.com
Do you have a sneaking suspicion that your PPC account could be performing better? Do you feel stuck and unsure how to get better results? Then don't miss out on this special opportunity on how to revamp your PPC account!
In this PPC Optimization Clinic, experts from WordStream and Hanapin Marketing show you:
- An inside look at live PPC account assessments
- The differences between a healthy PPC account and an ailing one
- Must-have tips for your own accounts
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Whether starting from scratch, or looking to start over, our webinar will teach you the fundamentals of Google Ads campaigns, straight from our certified experts. You’ll also learn:
Pre-planning for paid search - How and where to start
Ins and outs of a successful campaign - scope, budget, and more
Fundamentals of paid search - Search, display, shopping, keywords
Restructuring poorly performing campaigns using Google best practices
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Introduction To Paid Search Dave Chaffey For SesDave Chaffey
I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search
Stop Burning Your AdWords Budget - Simple Optimization Tactics to Make Your S...Luciano Pesci, PhD
Learn how to make your AdWords spend go farther through simple data visualizations that optimize campaigns and keyword bids, ways to control for the effect of time on campaign performance, how to use game theory and expected customer value to beat your competitors at bidding, and agile research methods you can use to lower your spend.
You can watch the accompanying Webinar here: https://youtu.be/W2bu04tZ-4k
Learn the best practices for A/B Testing Ad Copy and Landing Pages with our presenters Larry Kim from WordStream and Carlos Del Rio of Unbounce. Visit our website on http://www.wordstream.com
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
Lead generation marketing plays a critical role in expanding and promoting your business. But with millions of free resources and offers competing for attention online, acquiring new leads and turning them into paying customers can feel like a never-ending challenge.
So, what’s the best way to capture and engage your target customers in an extremely crowded online space? Check out these webinar slides to learn:
- How to find the best types of promotions for every industry that maximizes your ROI.
- How to use promotions to convince your prospects to take action.
- How to grow your email and mobile database, social followers, website traffic, and foot traffic.
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers!
Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar?
Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
So what’s new, what’s tried-and-true, and what’s best for YOU in 2022? Check out these webinar slides to learn:
- The 14 best marketing channels of 2022.
- How to decide which ones are best for your business.
- Practical tips to succeed on each one.
Find out what you need to toss, keep, or add to your marketing mix this year so your business can look, feel, and perform its best.
The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare?
Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to:
• Identify the best marketing channels for your business
• Come up with creative ideas to attract customers
• Create an achievable budget and plan
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months.
This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do!
Don’t sweat it, we got your back. Check out these webinar slides to learn:
• Big changes happening to Expanded Text Ads.
• What’s the deal with Google’s new “monthly spend limit”
• Insights into new ad policies, and much more!
With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think!
In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to:
- Increase your visibility in search engines, directories, and social media sites.
- Achieve a credible online appearance and reputation.
- Build, engage, and convert your audience into happy customers.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors?
Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to:
• Fill gaps that are hurting your revenue.
• Gain and retain quality clients.
• Use a secret swiss army knife of targeting tools not seen anywhere else.
Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN).
Check out these webinar slides to learn:
• A clear picture of Google Display ads and their benefits.
• How to setup a Google Display campaign.
• Ad types, image sizes, costs, and targeting parameters.
• How to target even more audiences outside of the GDN.
With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about.
Check out these webinar slides to learn what these changes are and how to make sense of everything.
You’ll learn:
• The 5 major changes, including those related to the Apple iOS 14 update.
• The effects these changes could be having (positive and negative) on your accounts.
• How to adapt your marketing strategy to continue seeing success on Facebook.
Check out these webinar slides learn actionable ways to combat the increase of online viewers against the flatline of Facebook advertising. You’ll learn:
- How to reimagine ad engagement for where your consumers are today.
- How to keep your ads fresh and up to date.
- How to strategically serve your ads at the most relevant times.
- And more!
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
Facebook advertising is overwhelming.
That’s why we’ve simplified it into the most informative, easy-to-understand Facebook ad training session on the face of the earth!
Learn everything you need to know for successful Facebook advertising in 2021, including:
- The different Facebook ad types and when to use them.
- How to leverage data to outperform your competitors.
- How to use your ads to expand your reach and increase engagement.
Whether you’re starting your first campaign or looking to improve an existing one, you’ll walk away from this webinar with 21 easy-to-implement tips to lock in Facebook ad success.
More from Internet Marketing Software - WordStream (20)
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
PHP Frameworks: I want to break free (IPC Berlin 2024)
10 Ways to Outsmart Your PPC Competition in 2013 [Webinar]
1. 10 Ways to Outsmart Your PPC
Competition in 2013
Presenters:
Larry Kim | Founder, CTO of Wordstream
Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin
Marketing
HOSTED BY:
&
2. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 3 Years ago, started WordStream!
– Today we’re an industry-leading provider of a
PPC Management Platform
• Amanda West-Bookwalter
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Focuses primarily on eCommerce
– PPCHero.com is the leading site for PPC
Strategies, News and Information
& 2
3. Today’s Agenda
• Competition in PPC is more fierce than ever! You need to
be faster and smarter than your competitors to keep up.
• 10 tips to help you outsmart your competition in 2013.
• Questions & Answers.
& 3
3
4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppccompetition in your Twitter tweets,
Google+ status updates, etc.
& 4
4
5. Live-Poll Question 1
Question: Which of the following tools do you find most helpful in
getting an edge on your competitors? #ppccompetition
a) Google Analytics
b) SpyFu
c) WordStream’s AdWords Grader
d) New Google Betas
e) AdWords Scripts
& 5
5
6. Live-Poll Question 2
How long have you been involved with Search Marketing?
#ppccompetition
a) Less than 1 Year
b) 1-3 Years
c) 3-5 Years
d) 5+ Years
& 6
6
7. 1. Be More Organized Than Your Competition
A. Tightly-structured ad tests and AdWords Campaign
Experiments can help you keep track of what you’re testing
and, more importantly, why.
B. Give yourself enough time to gather a statistically significant
amount of data, but stick to your calendar and follow through
with your testing initiatives in a disciplined fashion to get an
edge on the competition.
C. As an example: try creating an Ad Testing Matrix to give
yourself a defined timeline for testing the impact of new
headlines, copy, and display URLs.
& 7
7
9. 2. Use Bid Management and Reporting Tools.
A. Automating your workflow with Bid Management and
Reporting software can help free up your spare time from
maintenance tasks – time you can then dedicate to strategy,
research, and the creation of more compelling ad copy!
B. There are some paid options like Acquisio and Marin with very
robust bidding rules and automated reporting software.
C. In terms of free options, you have the ability to set automated
bidding rules natively in the AdWords Interface and schedule
basic AdWords reports. For the price, you can’t beat Google
Analytics’ custom reporting options, either.
& 9
9
10. Try It Now: AdWords Automated Bidding Rules
Go to your account’s Keywords tab and select the “Automate”
button. You have a variety of rules to choose from, so select
carefully based on your KPIs!
& 10
10
11. 3. Learn How to Use AdWords Scripts and Excel Macros.
A. These powerful snippets of code can turn a mountain of data
in to easily digestible insights – saving you hours of time.
B. AdWords Scripts can help generate graphs for ad copy
analysis, examine keywords, and provide Quality Score
monitoring. Requires some knowledge of JavaScript, but can
be absurdly useful in the right hands.
C. Excel Macros can help you generate unique insights from the
most basic of AdWords reports – for instance, you can use
Excel Macros to derive statistics from a Search Term Report for
each individual word in that report, aiding you in discovering
what terms/modifiers work best for you!
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12. 4. Utilize third party retargeting sites
A. These services, like ReTargeter and FetchBack give you bigger
audiences. This allows you more chances to reach your most
qualified audiences.
B. Get access to Facebook Ad Exchange. This allows you to
capture your retargeting audience when they’re in the social
mindset.
C. Use awesome creative like dynamic ads. This allows you to
show users what they’re most likely to interact with again: the
page they were just visiting.
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13. 5. Make sure you’re on the cutting edge for new betas
A. Google Analytics just whitelisted a bunch of accounts for an
Attribution modeling tool. It lets you segment your data based
on credit for interaction points leading up to conversions.
B. Search Remarketing is still in beta, and lets you target site
visitors while they’re actively seeking products and
information.
C. Having an agency with a great relationship with their Google
rep, or having a great relationship with your own Google rep if
your account is large enough to have one will keep you in the
best place to get in on the ground floor for exciting new betas.
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14. 6. Analyze your data to find your account’s sweet spot in terms
of average ad positions.
A. Stop wasting money trying to get to the top. It might not be
the best place for your ads.
B. Download a keyword report by campaign, segment for week,
create a pivot table. Segmenting data by each .5 change in ad
position lets you analyze data by all your important metrics.
You can pick out the best performing ad position to know
where you’re getting the best volume for your dollar.
C. Check out this URL for a step-by-step guide:
http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-
position-with-pivot-tables/
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35. 3 Tips for a USP / Offer that Stands Out From the Competition
Ask your customers!
• What is your #1 question about ____?
• What caused you to look for ____ today?
• What would you like us to help you with today?
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38. 11. Find Out How Your Account Compares with the Competition
- Grade Your PPC Account!
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on 8 Key PPC metrics
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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41. Grade Your Click Through Rates
www.wordstream.com/google-adwords
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42. Summary: PPC Optimization Clinic
• Work smarter in 2013 to get an edge on your competition.
• Look for new tools and opportunities to provide insights that
your competitors might have missed!
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43. Final Poll Question
Q: If you’re looking for help with your accounts, would you like…
#ppccompetition
a) WordStream Offer: A free 1-on-1 AdWords account assessment
with a certified AdWords Professional
b) A free one-on-one solutions blueprint/account assessment
with Hanapin Marketing (for accounts with over $20,000/
month in spend)
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44. Your Questions
Thank you for attending WordStream & Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-
sign-up
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Amanda West-Bookwalter
amanda.west-bookwalter@hanapinmarketing.com
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