PPC Audit 2020

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My PPC audit steps from #PSAC20 discussing what metrics to use, when to act and when to wait, as ell as hidden settings.

Marketing

#PSAC20 @navahf navah@Hennessey.com
The Quintessential PPC Audit
Navah Hopkins – Director of Paid Media –
Hennessey Digital

#PSAC20 @navahf navah@Hennessey.com
Agenda
Guiding Metrics
When To Act vs. To Watch
Hidden Settings
Navah Hopkins

#PSAC20 @navahf navah@Hennessey.com
Guiding Metrics

#PSAC20 @navahf navah@Hennessey.com
Impression Share: Of All Available
Impressions, How Many Are You Getting?
Based on 2973 accounts with at least $.01 in search spend
Average
impression
share is 47%

#PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Rank
Bid
CTR
Ad
Relevance
• Bids will influence this the
most – go aggressive in the
beginning to build CTR!
• Keyword relevance allows for
close variants – don’t fall into
the SKAG trap!

#PSAC20 @navahf navah@Hennessey.com
Losing Impression Share To Budget
Bid/Bidding
Strategy
Conversions
Goals
• Budgets should be able to fit
at least 10 clicks in a day (less
than that and your campaign
has low probability to be
profitable).
• If you’re getting a lot of
conversions for your spend,
ad networks will try to get you
more!

#PSAC20 @navahf navah@Hennessey.com
Impression Share Puts Market Potential &
Activity Into Perspective

#PSAC20 @navahf navah@Hennessey.com
Ads Not Showing:
Understanding Why
An Approved Ad Isn’t
Serving

#PSAC20 @navahf navah@Hennessey.com
Rank: Underbidding Or Quality Score

#PSAC20 @navahf navah@Hennessey.com
Keyword Conflict: Either By Match-Type Or
Syntax, You’re Bidding Against Yourself

#PSAC20 @navahf navah@Hennessey.com
Targeting: Not Always A Bad Thing – This Means
Queries Could Cause Your Ad To Show, But Settings
Prevent It

#PSAC20 @navahf navah@Hennessey.com
Click Through Rate In Relation To Conversion
Rate

#PSAC20 @navahf navah@Hennessey.com
High CTR + Low Conversion Rate = Landing
Page & Search Term Audit

#PSAC20 @navahf navah@Hennessey.com
Low CTR + High Conversion Rate = Audit Ads
& Keyword Match Types

#PSAC20 @navahf navah@Hennessey.com
Low CTR + Low Conversion Rate = Focus On
Keywords/Targets First, Then Adapt Optimize Ads

#PSAC20 @navahf navah@Hennessey.com
When To Act Vs Watch

#PSAC20 @navahf navah@Hennessey.com
New Campaigns Take 2-6 Weeks To Ramp Up
Dependent On Spend

#PSAC20 @navahf navah@Hennessey.com
Seeing Wasteful Search Terms: Act! Add
Negatives!

#PSAC20 @navahf navah@Hennessey.com
Seeing Interesting (& Converting) Terms:
Wait! Only Add New Keywords If They’re A
Better Bet Than Your Existing Ones!

#PSAC20 @navahf navah@Hennessey.com
No Conversions: Act! Check Your Conversion
Tracking Settings & Whether The Code Was Applied
Correctly!

#PSAC20 @navahf navah@Hennessey.com
“Learning” Status: Wait! Your Bidding Strategy
Needs At Least 5 Days Of No Budget/Bid
Strategy Changes

#PSAC20 @navahf navah@Hennessey.com
No Metrics, But All Approved/Eligible: Act! Adjust
Bidding Strategies, Negative Conflicts, & Targets!

#PSAC20 @navahf navah@Hennessey.com
Hidden Settings

#PSAC20 @navahf navah@Hennessey.com
Auto-Applied Ads/Extensions

#PSAC20 @navahf navah@Hennessey.com
Did You Intend To Start A “Smart Campaign”?

#PSAC20 @navahf navah@Hennessey.com
Choosing Bidding Strategies

#PSAC20 @navahf navah@Hennessey.com
Hidden “Conversions” In Click Segments

#PSAC20 @navahf navah@Hennessey.com
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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

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nehapardhi711

As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive. This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend. Top 10 AI Trends to Watch in 2024 Trend 1: Agentic AI Overview of Agentic AI Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances. Impact of Agentic AI Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements. Examples and Use Cases of Agentic AI Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety. Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security. Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary. Trend 2: Open Source AI Overview of Open Source AI Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education. Impact of Open Source AI The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences. Examples and Use Cases of Open Source AI TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.

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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样

5ys5mvlp

学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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elizabethella096

In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.

一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理

omywaf

原版办【微信号:95270640】【哥伦比亚大学毕业证(Columbia毕业证书)】【微信号:95270640】《成绩单、外壳、雅思、offer、真实留信官方学历认证（永久存档/真实可查）》采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。【我们承诺采用的是学校原版纸张（纸质、底色、纹路）我们拥有全套进口原装设备，特殊工艺都是采用不同机器制作，仿真度基本可以达到100%，所有工艺效果都可提前给客户展示，不满意可以根据客户要求进行调整，直到满意为止！】【业务选择办理准则】一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信号95270640】文凭即可二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信号95270640】即可三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才留信网服务项目： 1、留学生专业人才库服务（留信分析） 2、国（境）学习人员提供就业推荐信服务 3、留学人员区块链存储服务【关于价格问题（保证一手价格）】我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子我给客户的都是第一手的代理价格，因为我想坦诚对待大家不想跟大家在价格方面浪费时间对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。选择实体注册公司办理，更放心，更安全！我们的承诺：客户在留信官方认证查询网站查询到认证通过结果后付款，不成功不收费！

INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx

Giorgio Chiesa

Advanced Storytelling Concepts for Marketers

Ed Shimp

Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored. The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity. There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years. Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction. We will discuss: • Rhetoric – The art of effective communication • The Socratic Method – You cannot teach, but you can persuade people to learn • Plato’s Cave – You sell products, but you market ideas • Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.

How to Maximize Sales Using Social Commerce

Vbout.com

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO and Google Ads Fundamentals Gokce Yesilbas

gokceyesilbas

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Influencer Marketing Master Class - Alexis Andreasik

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Empowering Influencers: The New Center of Brand-Consumer Dynamics In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.

原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样

5ys5mvlp

学校原件一模一样【微信：741003700 】《(Sunderland毕业证书)桑德兰大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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PPC Audit 2020

1. #PSAC20 @navahf navah@Hennessey.com The Quintessential PPC Audit Navah Hopkins – Director of Paid Media – Hennessey Digital

2. #PSAC20 @navahf navah@Hennessey.com Agenda Guiding Metrics When To Act vs. To Watch Hidden Settings Navah Hopkins

3. #PSAC20 @navahf navah@Hennessey.com Guiding Metrics

4. #PSAC20 @navahf navah@Hennessey.com Impression Share: Of All Available Impressions, How Many Are You Getting? Based on 2973 accounts with at least $.01 in search spend Average impression share is 47%

5. #PSAC20 @navahf navah@Hennessey.com Losing Impression Share To Rank Bid CTR Ad Relevance • Bids will influence this the most – go aggressive in the beginning to build CTR! • Keyword relevance allows for close variants – don’t fall into the SKAG trap!

6. #PSAC20 @navahf navah@Hennessey.com Losing Impression Share To Budget Bid/Bidding Strategy Conversions Goals • Budgets should be able to fit at least 10 clicks in a day (less than that and your campaign has low probability to be profitable). • If you’re getting a lot of conversions for your spend, ad networks will try to get you more!

7. #PSAC20 @navahf navah@Hennessey.com Impression Share Puts Market Potential & Activity Into Perspective

8. #PSAC20 @navahf navah@Hennessey.com Ads Not Showing: Understanding Why An Approved Ad Isn’t Serving

9. #PSAC20 @navahf navah@Hennessey.com Rank: Underbidding Or Quality Score

10. #PSAC20 @navahf navah@Hennessey.com Keyword Conflict: Either By Match-Type Or Syntax, You’re Bidding Against Yourself

11. #PSAC20 @navahf navah@Hennessey.com Targeting: Not Always A Bad Thing – This Means Queries Could Cause Your Ad To Show, But Settings Prevent It

12. #PSAC20 @navahf navah@Hennessey.com Click Through Rate In Relation To Conversion Rate

13. #PSAC20 @navahf navah@Hennessey.com High CTR + Low Conversion Rate = Landing Page & Search Term Audit

14. #PSAC20 @navahf navah@Hennessey.com Low CTR + High Conversion Rate = Audit Ads & Keyword Match Types

15. #PSAC20 @navahf navah@Hennessey.com Low CTR + Low Conversion Rate = Focus On Keywords/Targets First, Then Adapt Optimize Ads

16. #PSAC20 @navahf navah@Hennessey.com When To Act Vs Watch

17. #PSAC20 @navahf navah@Hennessey.com New Campaigns Take 2-6 Weeks To Ramp Up Dependent On Spend

18. #PSAC20 @navahf navah@Hennessey.com Seeing Wasteful Search Terms: Act! Add Negatives!

19. #PSAC20 @navahf navah@Hennessey.com Seeing Interesting (& Converting) Terms: Wait! Only Add New Keywords If They’re A Better Bet Than Your Existing Ones!

20. #PSAC20 @navahf navah@Hennessey.com No Conversions: Act! Check Your Conversion Tracking Settings & Whether The Code Was Applied Correctly!

21. #PSAC20 @navahf navah@Hennessey.com “Learning” Status: Wait! Your Bidding Strategy Needs At Least 5 Days Of No Budget/Bid Strategy Changes

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