A review of how to avoid under and overspending in PPC that looks at account structure choices, auditing waste, and how to make your account wins line up with business metrics
Brighton SEO Updated If this then that automationNavah Hopkins
Brighton SEO talk discussing the if this, then that logic to when to use automations like PMax, Bidding, Creative, and software. This deck also looks at the criteria on who can opt into automations. I also highlight some Optmyzr data.
Session on If this, then that on ppc automation for SMX Munich. In This deck, I discuss whether to opt into PMax, broad match, creative, and automated account workflow.
Friends of Search Future Proof Accounts.pptxNavah Hopkins
A review of what happened in 2023 as well as looking at match types, bidding strategies, PMax, targeting options, and search/partners in Google and Microsoft. This session was delivered at Friends of Search in March 2024 and represents an attempt to provide calm while also encouraging meaningful action.
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google?
What is the best budget for your industry?
When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google? What is the best budget for your industry? When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
BrightonSEO 2023 session on Audiences that focuses on growing beyond the seed audiences and focusing on persona building. We dive into Google, Microsoft, facebook, and Amazon. We also go through an audit of ads and finish by looking at the consumer journey.
Introducing Smart Targets - SMX London 2020Wijnand Meijer
This document provides an overview of setting smart targets for paid search campaigns to maximize profitability. It discusses moving from fixed budget mindsets to focusing on return on ad spend (ROAS) or cost per acquisition (CPA) targets based on relevant business inputs. These inputs include profit margin, percentage of margin willing to invest in acquisition, and lead-to-sale conversion rates. The document also provides guidance on calculating smart targets, health checking targets and CPCs, integrating advertising data with CRM systems, and using smart bidding to explore efficiency and volume tradeoffs. The goal is to set targets grounded in an understanding of actual business metrics and profitability.
Brighton SEO Updated If this then that automationNavah Hopkins
Brighton SEO talk discussing the if this, then that logic to when to use automations like PMax, Bidding, Creative, and software. This deck also looks at the criteria on who can opt into automations. I also highlight some Optmyzr data.
Session on If this, then that on ppc automation for SMX Munich. In This deck, I discuss whether to opt into PMax, broad match, creative, and automated account workflow.
Friends of Search Future Proof Accounts.pptxNavah Hopkins
A review of what happened in 2023 as well as looking at match types, bidding strategies, PMax, targeting options, and search/partners in Google and Microsoft. This session was delivered at Friends of Search in March 2024 and represents an attempt to provide calm while also encouraging meaningful action.
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google?
What is the best budget for your industry?
When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google? What is the best budget for your industry? When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
BrightonSEO 2023 session on Audiences that focuses on growing beyond the seed audiences and focusing on persona building. We dive into Google, Microsoft, facebook, and Amazon. We also go through an audit of ads and finish by looking at the consumer journey.
Introducing Smart Targets - SMX London 2020Wijnand Meijer
This document provides an overview of setting smart targets for paid search campaigns to maximize profitability. It discusses moving from fixed budget mindsets to focusing on return on ad spend (ROAS) or cost per acquisition (CPA) targets based on relevant business inputs. These inputs include profit margin, percentage of margin willing to invest in acquisition, and lead-to-sale conversion rates. The document also provides guidance on calculating smart targets, health checking targets and CPCs, integrating advertising data with CRM systems, and using smart bidding to explore efficiency and volume tradeoffs. The goal is to set targets grounded in an understanding of actual business metrics and profitability.
Welcome to the Google Grants program! In this introductory session we will:
1. Cover program details and the application process, plus the requirements, limitations, and best practices for adwords campaigns.
2. Show you how to maximize performance through optimization techniques.
WHAT IS GOOGLE GRANTS?
Google Grants is the non-profit edition of AdWords, Google’s online advertising tool. Google Grants empowers non-profit organisations, through USD 10,000 per month in in-kind AdWords advertising, to promote their missions and initiatives on Google.ca.
That’s right, $10,000/month of free adwords from Google for eligible charitable nonprofits. Apply today.
OUR PRESENTER
Alan serves as the Associate Director for the Digital Marketing team at Cardinal Path after joining the group in early 2012. He comes to Cardinal Path following 5 years in both the search and display media divisions of Microsoft Advertising. Spanning Seattle to London, he has collaborated with clients across several North American and European markets and a wide range of verticals. His current role with Cardinal Path spans a range of clients across a variety of online channels.
Performance Max Session From PubCon Vegas 2024Navah Hopkins
Session detailing 5 core tasks that are needed to get exceptional results, including: segmenting asset groups, picking the right audiences to target, setting exclusions, owning creative, and balancing search themes.
While this session focuses mostly on Google PMax, it does touch on rules of engagement that apply to Microsoft
The Critical Role of Metasearch in Hotel MarketingJulia Kramer
Metasearch is the highest performing direct booking channel for hotels, responsible for 27% of bookings according to one source. Investment in metasearch is steadily increasing, with metasearch investment growing faster than Google ads investment from 2016-2019. A best-in-class metasearch campaign includes elements like offering the lowest price, including the brand logo and callouts, managing review scores, using promotional images, and optimizing the landing page by always showing the lowest rate first and limiting distractions. Marketing strategies should capture all possible bookings by ensuring the right metrics are tracked and resources are correctly allocated across channels including metasearch.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Driving Results through Advertising for an ABM StrategyDemandbase
This document discusses account-based marketing strategies for driving results through advertising. It begins with an overview of account-based marketing and identifies the key accounts to target. It then covers strategies for account-based advertising, including best practices for creative, landing pages, and measuring results. Practical examples are provided for different campaign goals like acquiring new prospects, generating leads, customer engagement, and competitive conquesting. The document concludes with a discussion of testing strategies and measuring campaign performance.
Show me the money! Sales compensation plans that won't failOpenView
Compensation plans are extremely powerful tools for influencing Sales results...when done right!
If done incorrectly, they can back-fire, demotivate and even distract to your sales team.
In this webinar, we will address the frequently asked question, "How do I design a compensation package for my sales team?"
Sales strategy consultant Michael Hanna will discuss the 7 critical, but commonly overlooked factors for designing and implementing sales compensation plans to keep your team focused and motivated.
Holiday Marketing By The Numbers: Metrics That MatteriContact
Simone Watson (Digital Marketing Manager, iContact) and Hank Hoffmeier (Strategic Insights Manager, iContact) walk you through key metrics for holiday campaign success. Get the scoop on campaign tracking, email marketing metrics, and key holiday marketing strategy.
This document discusses account-based marketing (ABM) and provides guidance on determining if ABM is right for a company and how to prepare for an ABM strategy. It defines ABM as a strategic approach that coordinates personalized marketing and sales efforts at specific accounts. It recommends evaluating if a company sells to businesses, larger organizations, or requires multiple stakeholders in the decision process. The document also provides a checklist for preparing for ABM, including developing a scoring model, identifying target accounts, creating an account marketing strategy, and establishing a sales routing process. It emphasizes that successful ABM requires investment in account-specific content and campaigns.
- The keynote discussed advanced account-based marketing (ABM), defining it as building and optimizing personalized buying journeys for targeted accounts at scale.
- It outlined the three pillars of advanced ABM as expertise, empathy, and extensibility to strategically grow efforts and maximize ROI.
- Metrics were provided showing the impact and projected growth of ABM, including up to 350% higher ROI and improved sales alignment compared to other techniques.
The Current State of SaaS Companies, Subscriptions and Retention in 2021 with...saastr
Leveraging data garnered from twenty three thousand recurring revenue businesses, ProfitWell’s CEO Patrick Campbell shares insights on where the SaaS world sits going into 2021, including benchmarks on how growth and retention faired throughout COVID. He’ll then walk through a tactical playbook on the retention levers the fastest growing SaaS companies are using to accelerate in a market that continues to get denser and more competitive. You’ll leave with specific takeaways to implement or hand off internally - all backed by data on what definitively works.
The New Rules for B2B Website Performance & Personalization Demandbase
For years B2B marketers have played by B2C rules, with limited to no success. Now the game has changed. Join Demandbase and Optimizely to learn why approaches to B2B website personalization and performance have evolved past persona tactics to account-based targeting strategies and what you need to know to stay in the game.
Key takeaways:
Why persona segmentation is no longer the go-to for B2B personalization
How you can build an Account-Based Marketing personalization strategy for your website
Benchmarks for success from some of today’s leading ABM marketers
New Rules for B2B Website Personalization & PerformanceOptimizely
Key takeaways:
- Best Practices for B2B personalization
- How to build an Account-Based Marketing personalization strategy for your website
- Benchmarks for success from some of today's leading ABM marketers
BOL will dive into the next level of Account-Based Marketing, uncovering the question of "what's next" for your ABM efforts. We will uncover the six elements of next-gen ABM and how brands can stop struggling to get ABM right. Key takeaways include:
• ABM is about the strategy, the targets, the marketing program, the content, the measurements and the alignment;
• The future of ABM means thinking beyond the click;
• A holistic approach to building successful customer relationships at scale happens when brand, demand and ABM align.
• At the end of the day, ABM should do two things: Help you accelerate your pipeline and accelerate the list of accounts in your pipeline.
Whether you’re planning your initial PPC budget or evaluating your current spend every day, there are plenty of tips and strategies for spending your PPC dollars more wisely. PPC accounts in all stages could probably use a refresher when it comes to spend planning, overall budgeting, and cost measurement.
For more information, visit www.wordstream.com
Whether you're planning your initial PPC budget or re-evaluating your current spend, there are always ways to spend your PPC dollars more wisely. Chances are, your PPC account could use a refresher when it comes to spend planning, overall budgeting, and cost measurement.
In this webinar, WordStream's Larry Kim and Hanapin Marketing's Carrie Albright will share best practices and creative tips for budget management, including:
- Reconciling PPC budget with your overall marketing costs
- Adjusting your strategy for large or small accounts
- Choosing the right metrics to help define your spend
- Incorporating expenses like agency or staff overhead
Watch now to learn proven strategies for better managing your ad spend.
The document discusses best practices for display advertising campaigns. It recommends aligning creative and messaging with campaign goals, using data and segmentation to prevent wasted spend, and measuring engagement, volume, velocity and revenue. Key metrics include engagement by priority tiers and journey stage, volume for pipeline health, and velocity for sales acceleration. Case studies demonstrate success in driving accounts from engaged to marketing qualified accounts and increasing pipeline influence year-over-year. The document emphasizes playing Clue, not Candyland by focusing display ads on strategic accounts and contacts.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
As marketers and advertisers it's critical that we measure how our ads are working and understand where we should invest our ad budgets next. With many measurement options available this can be challenging and incredibly time-consuming. To simplify measurement, marketers and advertisers need an accurate and repeatable framework for understanding how their ads are working, which channels they should be choosing and how to invest their time and budgets.
The Missing Link in Account Planning – Customer CollaborationRevegy, Inc.
This document summarizes a webinar on the importance of customer collaboration in account planning. It discusses how account planning can drive significant revenue growth from strategic accounts. Effective account planning requires understanding customer goals and measuring success from the customer's perspective. The webinar argues that customer collaboration is now more important than ever, as buyers drive the process, solutions must be customized, and competition is intense. Research shows top performing companies plan to collaborate more with key customers. The webinar reviews elements of best practice account plans and common pitfalls to avoid, emphasizing that plans must involve customer input to be effective.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
End of Under and Over Spending SMX.pptxNavah Hopkins
A discussion of how to get budgets to win for you in all circumstances. We dive into strategies on combating over spending including auditing keyword champions, checking bidding strategies, and device/location auction prices. We also addressed underspending and how to solve structure issues that can cause it. Finally we addressed how to scale successfully.
More Related Content
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Welcome to the Google Grants program! In this introductory session we will:
1. Cover program details and the application process, plus the requirements, limitations, and best practices for adwords campaigns.
2. Show you how to maximize performance through optimization techniques.
WHAT IS GOOGLE GRANTS?
Google Grants is the non-profit edition of AdWords, Google’s online advertising tool. Google Grants empowers non-profit organisations, through USD 10,000 per month in in-kind AdWords advertising, to promote their missions and initiatives on Google.ca.
That’s right, $10,000/month of free adwords from Google for eligible charitable nonprofits. Apply today.
OUR PRESENTER
Alan serves as the Associate Director for the Digital Marketing team at Cardinal Path after joining the group in early 2012. He comes to Cardinal Path following 5 years in both the search and display media divisions of Microsoft Advertising. Spanning Seattle to London, he has collaborated with clients across several North American and European markets and a wide range of verticals. His current role with Cardinal Path spans a range of clients across a variety of online channels.
Performance Max Session From PubCon Vegas 2024Navah Hopkins
Session detailing 5 core tasks that are needed to get exceptional results, including: segmenting asset groups, picking the right audiences to target, setting exclusions, owning creative, and balancing search themes.
While this session focuses mostly on Google PMax, it does touch on rules of engagement that apply to Microsoft
The Critical Role of Metasearch in Hotel MarketingJulia Kramer
Metasearch is the highest performing direct booking channel for hotels, responsible for 27% of bookings according to one source. Investment in metasearch is steadily increasing, with metasearch investment growing faster than Google ads investment from 2016-2019. A best-in-class metasearch campaign includes elements like offering the lowest price, including the brand logo and callouts, managing review scores, using promotional images, and optimizing the landing page by always showing the lowest rate first and limiting distractions. Marketing strategies should capture all possible bookings by ensuring the right metrics are tracked and resources are correctly allocated across channels including metasearch.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Driving Results through Advertising for an ABM StrategyDemandbase
This document discusses account-based marketing strategies for driving results through advertising. It begins with an overview of account-based marketing and identifies the key accounts to target. It then covers strategies for account-based advertising, including best practices for creative, landing pages, and measuring results. Practical examples are provided for different campaign goals like acquiring new prospects, generating leads, customer engagement, and competitive conquesting. The document concludes with a discussion of testing strategies and measuring campaign performance.
Show me the money! Sales compensation plans that won't failOpenView
Compensation plans are extremely powerful tools for influencing Sales results...when done right!
If done incorrectly, they can back-fire, demotivate and even distract to your sales team.
In this webinar, we will address the frequently asked question, "How do I design a compensation package for my sales team?"
Sales strategy consultant Michael Hanna will discuss the 7 critical, but commonly overlooked factors for designing and implementing sales compensation plans to keep your team focused and motivated.
Holiday Marketing By The Numbers: Metrics That MatteriContact
Simone Watson (Digital Marketing Manager, iContact) and Hank Hoffmeier (Strategic Insights Manager, iContact) walk you through key metrics for holiday campaign success. Get the scoop on campaign tracking, email marketing metrics, and key holiday marketing strategy.
This document discusses account-based marketing (ABM) and provides guidance on determining if ABM is right for a company and how to prepare for an ABM strategy. It defines ABM as a strategic approach that coordinates personalized marketing and sales efforts at specific accounts. It recommends evaluating if a company sells to businesses, larger organizations, or requires multiple stakeholders in the decision process. The document also provides a checklist for preparing for ABM, including developing a scoring model, identifying target accounts, creating an account marketing strategy, and establishing a sales routing process. It emphasizes that successful ABM requires investment in account-specific content and campaigns.
- The keynote discussed advanced account-based marketing (ABM), defining it as building and optimizing personalized buying journeys for targeted accounts at scale.
- It outlined the three pillars of advanced ABM as expertise, empathy, and extensibility to strategically grow efforts and maximize ROI.
- Metrics were provided showing the impact and projected growth of ABM, including up to 350% higher ROI and improved sales alignment compared to other techniques.
The Current State of SaaS Companies, Subscriptions and Retention in 2021 with...saastr
Leveraging data garnered from twenty three thousand recurring revenue businesses, ProfitWell’s CEO Patrick Campbell shares insights on where the SaaS world sits going into 2021, including benchmarks on how growth and retention faired throughout COVID. He’ll then walk through a tactical playbook on the retention levers the fastest growing SaaS companies are using to accelerate in a market that continues to get denser and more competitive. You’ll leave with specific takeaways to implement or hand off internally - all backed by data on what definitively works.
The New Rules for B2B Website Performance & Personalization Demandbase
For years B2B marketers have played by B2C rules, with limited to no success. Now the game has changed. Join Demandbase and Optimizely to learn why approaches to B2B website personalization and performance have evolved past persona tactics to account-based targeting strategies and what you need to know to stay in the game.
Key takeaways:
Why persona segmentation is no longer the go-to for B2B personalization
How you can build an Account-Based Marketing personalization strategy for your website
Benchmarks for success from some of today’s leading ABM marketers
New Rules for B2B Website Personalization & PerformanceOptimizely
Key takeaways:
- Best Practices for B2B personalization
- How to build an Account-Based Marketing personalization strategy for your website
- Benchmarks for success from some of today's leading ABM marketers
BOL will dive into the next level of Account-Based Marketing, uncovering the question of "what's next" for your ABM efforts. We will uncover the six elements of next-gen ABM and how brands can stop struggling to get ABM right. Key takeaways include:
• ABM is about the strategy, the targets, the marketing program, the content, the measurements and the alignment;
• The future of ABM means thinking beyond the click;
• A holistic approach to building successful customer relationships at scale happens when brand, demand and ABM align.
• At the end of the day, ABM should do two things: Help you accelerate your pipeline and accelerate the list of accounts in your pipeline.
Whether you’re planning your initial PPC budget or evaluating your current spend every day, there are plenty of tips and strategies for spending your PPC dollars more wisely. PPC accounts in all stages could probably use a refresher when it comes to spend planning, overall budgeting, and cost measurement.
For more information, visit www.wordstream.com
Whether you're planning your initial PPC budget or re-evaluating your current spend, there are always ways to spend your PPC dollars more wisely. Chances are, your PPC account could use a refresher when it comes to spend planning, overall budgeting, and cost measurement.
In this webinar, WordStream's Larry Kim and Hanapin Marketing's Carrie Albright will share best practices and creative tips for budget management, including:
- Reconciling PPC budget with your overall marketing costs
- Adjusting your strategy for large or small accounts
- Choosing the right metrics to help define your spend
- Incorporating expenses like agency or staff overhead
Watch now to learn proven strategies for better managing your ad spend.
The document discusses best practices for display advertising campaigns. It recommends aligning creative and messaging with campaign goals, using data and segmentation to prevent wasted spend, and measuring engagement, volume, velocity and revenue. Key metrics include engagement by priority tiers and journey stage, volume for pipeline health, and velocity for sales acceleration. Case studies demonstrate success in driving accounts from engaged to marketing qualified accounts and increasing pipeline influence year-over-year. The document emphasizes playing Clue, not Candyland by focusing display ads on strategic accounts and contacts.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
As marketers and advertisers it's critical that we measure how our ads are working and understand where we should invest our ad budgets next. With many measurement options available this can be challenging and incredibly time-consuming. To simplify measurement, marketers and advertisers need an accurate and repeatable framework for understanding how their ads are working, which channels they should be choosing and how to invest their time and budgets.
The Missing Link in Account Planning – Customer CollaborationRevegy, Inc.
This document summarizes a webinar on the importance of customer collaboration in account planning. It discusses how account planning can drive significant revenue growth from strategic accounts. Effective account planning requires understanding customer goals and measuring success from the customer's perspective. The webinar argues that customer collaboration is now more important than ever, as buyers drive the process, solutions must be customized, and competition is intense. Research shows top performing companies plan to collaborate more with key customers. The webinar reviews elements of best practice account plans and common pitfalls to avoid, emphasizing that plans must involve customer input to be effective.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
End of Under and Over Spending SMX.pptxNavah Hopkins
A discussion of how to get budgets to win for you in all circumstances. We dive into strategies on combating over spending including auditing keyword champions, checking bidding strategies, and device/location auction prices. We also addressed underspending and how to solve structure issues that can cause it. Finally we addressed how to scale successfully.
Brighton SEO: SEO + PPC Working TogetherNavah Hopkins
We all could use a little more empathy - here's my session on getting PPC and SEO to work well together from a technical and creative standpoint. We cover domain structure, landing page choices, and first party data.
This document discusses strategies for building trust and revenue through first-party data and conversion experiences. It emphasizes understanding audiences, message mapping creative experiences across channels, and using email lists to nurture prospects. Specifically, it recommends crafting mobile-optimized experiences, using guardrails when prospecting with email, leveraging cross-channel attribution, and defending against competitors by asking for contact information upfront. The overall message is that understanding audiences and providing consistent, trust-building experiences across channels can improve engagement and conversion.
AdWorld Experience Turn Want Into Need 2020 Navah Hopkins
This document discusses how to translate brilliant messaging across marketing channels by understanding audiences and inspiring desire. It emphasizes defining target personas based on buying power, motivation and frequency. Messaging should be tailored to different channels, with search focusing on needs, social media nurturing wants, and display planting seeds. Leveraging customer data through audiences is key to personalizing ads and guiding prospects through their journey. The goal is to consistently meet prospects' needs across all channels so they develop a craving for the brand.
PubCon Pro study of metrics to use and questions to ask so you and your brands can be on the same page when assessing the success/fails of your ppc campaigns.
Pubcon Ceative Section: How Do I Make Ads That ConvertNavah Hopkins
PubCon Pro session diving into creative (ads and landing pages) in paid search, display, and video. Focus on creative strategies and data behind creative choices.
Pubcon Account Build Section: How Do I Structure My AccountNavah Hopkins
This document outlines an agenda and topics for a PPC conference day focused on profitability. The agenda includes sessions on setting up campaigns profitably, creating effective creative, evaluating campaign performance, and identifying valuable customer segments. Specific topics within the sessions include account structure, automation, trends, ad creative, landing pages, testing, metrics, personas, audiences, and compliance. The document also provides details from several of the sessions, including tips for small accounts, grouping keyword concepts, using match types effectively, negatives, and automation strategies like Dynamic Search Ads and bidding options.
This document summarizes a presentation about conducting a paid search audit. It discusses key metrics to examine like impression share and reasons for losing impressions. It also covers when to make changes to campaigns versus letting them run. Hidden settings that could impact campaigns are outlined as well as lessons from COVID-19 like automated bidding struggling and adjusting messaging. The presentation provides an overview of important aspects to evaluate when auditing paid search campaigns.
Discussing how to troubleshoot budgets and how to help solve those problems through auditing scope of campaign, conversion type, and nature of the channel we're going after.
The document discusses strategies for creating effective paid search ads. It provides tips for dissecting ad copy, understanding what customers are asking for, and leveraging automation vs human creativity. Key lessons include crafting ads for specific audiences, using trends to guide but not replace branded messaging, and using automation for basic tasks but not creative work or analysis that requires human judgment. Automation can improve metrics but not replace human star power in copywriting. Overall it emphasizes understanding searchers' needs and writing ads that solve problems over simply promoting brands.
Finding and Converting Your Perfect Customers ASW2020Navah Hopkins
Paid search and social session on strategies and structures to find and convert your perfect leads using audiences, extensions, ads, and landing pages.
State of Search session on unlocking budget and getting the most out of your PPC campaigns. We specifically cover lack of budget, can't spend the budget, and scaling.
Man v Machine: How To Remain Relevant In An Automated WorldNavah Hopkins
A data backed guide on which tasks to own, share, and delegate to automation and machine learning in PPC. This was my Main-stage stalk at PubCon Pro Las Vegas 2019 and covered automation in creative, bidding, close variants, as well as touching on Facebook.
Unlocking ROI Out of Any Budget 2019 advanced search summitNavah Hopkins
Star wars themed deck on how to trouble shoot budgets (can't spend the budget, over spending, and scaling success) looking at impression share, auction price, and settings.
Chasing Quality Over Quality Score Search Marketing SummitNavah Hopkins
The document discusses quality score in Google Ads and provides advice on how to optimize campaigns based on quality score as a health indicator rather than a key performance indicator. It notes that chasing high quality scores does not always correlate with campaign success and outlines factors like ad relevance, landing page experience, and audience targeting that have a bigger impact on results. The document also shares a case study of a dog training business that improved revenue 130% from February to May while quality score decreased slightly, demonstrating the need to evaluate multiple metrics.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
Boost your brand with top-notch digital marketing services in New York! Our expert team specializes in SEO, social media marketing, PPC advertising, and email campaigns to drive engagement and increase your online presence. Partner with us to reach your target audience, track performance, and achieve measurable results. Transform your digital strategy and stay ahead in the competitive NYC market. Contact us today!
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Advanced Storytelling Concepts for MarketersEd 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.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.