Don't let the constant flow of new updates and features in the PPC world stop you from succeeding in paid search. This strategy has helped us ensure record-breaking results for our clients, so we're sharing it now in hopes that it will help you too.
Watch the replay here: http://www.roirevolution.com/promos/replay-webinar-new-PPC-strategy-2015.php
It’s no secret that the mobile audience is on every marketer’s mind. With more than 2 billion people that will use mobile devices to access the internet in 2016, it’s imperative for businesses to have a strategy ready and optimized for the new year.
In this webinar presentation, Carrie Albright from Hanapin and Blair Symes from Dialogtech discuss targeting strategies for search, display, and social, features you should absolutely be using already (hello call extensions!), best practices on tracking and routing phone calls, as well as more essentials you need for a successful 2016 mobile PPC strategy.
Top Ten Paid Social Media Advertising Hacks Of All TimeHanapin Marketing
PPC marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today’s digital world, you must integrate both your paid and organic teams. Join us for a whirlwind tour of some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, Google+ & YouTube. We’ll be discussing strategies such as content remarketing, using paid social promotion to increase organic exposure, targeting fans with post engagement ads on Facebook and methods to target fans on both Twitter and Google+.
Presented by Larry Kim from Wordstream and moderated by Matt Umbro from Hanapin Marketing and #PPCChat, this presentation is jam-packed full of hacks to amplify your content using social media and ultimately generating sales and qualified leads for your business.
You’ll get expert-level Social PPC tips like:
*Cheaply targeting fans on social media
*Using content remarketing to generate sales and qualified leads
*Insights on the new ad formats for YouTube and Gmail
How paid advertising can increase organic exposure
Flash Series: Using Ad Testing Data To Set Up Foolproof TestsHanapin Marketing
Ads are the only part of a PPC account that a searcher actually sees. If your ads are poorly written, then you either won’t get traffic or the wrong type of traffic. There’s only one way to know which offer or ad is best for your account: by testing it!
In this presentation, Google AdWords Guru and Founder of Certified Knowledge, Brad Geddes, discusses how to work with ad testing data to set up tests, how and when to end tests, and how to choose your metrics.
You’ll get expert-level PPC tips like:
*The types and uses of different text ad tests
*Examples of ad tests with results
*Determining your segments and defining your metrics
4 Underutilized Google Analytics Features For Your PPC AccountsHanapin Marketing
Google Analytics is an invaluable tool when it comes to your PPC campaigns. The reports, trends, and nuggets you can pull out are plentiful. Are you getting the most utility you can out of Analytics by pulling the best reports? Did you know that along with your Google campaigns, you can also get valuable insights and opportunities by importing click data from non-Google campaigns?
In this presenation, Jeff Sauer from Jeffalytics and Account Analyst, Rachael Law, from Hanapin Marketing discuss four Google Analytics features that are typically underutilized by PPC Account Managers.
You’ll get expert-level PPC tips like:
*Using custom segments to view specific splices of your data
*How to import your non-Google click data into Google Analytics
*Creating reports tailored specifically to the data you want to look at
*Finding measurement opportunities that come with new data
Persona-Led Reporting: Designing Blinding Reports to Keep Every Stakeholder H...Rumble Romagnoli
Are they reading our reports? Do they understand them? Stop spending days creating complex reports nobody is going to read or understand! This talk will provide the answers you have been waiting for on what should be included in a monthly, quarterly or annual digital marketing report. By using Data Studio, Supermetrics and Funnel as SEOs we can keep the Board, Head of Digital and the marketing team happy.
Google just released a number of brand new AdWords features much earlier than some anticipated.
For advertisers, adopting these features as early as possible will give you a unique leg-up in the marketplace, allowing you to beat your competitors to the punch.
Register now if you’re ready to master these updates and put them into action.You have two live sessions to choose from: July 28 or August 3, both at 1 PM ET.
You'll learn:
-How to take advantage of new Expanded Text Ads (ETAs)
-ETA best practices, based on early-access feature data
-How to use Google’s new device-agnostic bid adjustments
-How to implement responsive display ads and price extensions
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
It’s no secret that the mobile audience is on every marketer’s mind. With more than 2 billion people that will use mobile devices to access the internet in 2016, it’s imperative for businesses to have a strategy ready and optimized for the new year.
In this webinar presentation, Carrie Albright from Hanapin and Blair Symes from Dialogtech discuss targeting strategies for search, display, and social, features you should absolutely be using already (hello call extensions!), best practices on tracking and routing phone calls, as well as more essentials you need for a successful 2016 mobile PPC strategy.
Top Ten Paid Social Media Advertising Hacks Of All TimeHanapin Marketing
PPC marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today’s digital world, you must integrate both your paid and organic teams. Join us for a whirlwind tour of some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, Google+ & YouTube. We’ll be discussing strategies such as content remarketing, using paid social promotion to increase organic exposure, targeting fans with post engagement ads on Facebook and methods to target fans on both Twitter and Google+.
Presented by Larry Kim from Wordstream and moderated by Matt Umbro from Hanapin Marketing and #PPCChat, this presentation is jam-packed full of hacks to amplify your content using social media and ultimately generating sales and qualified leads for your business.
You’ll get expert-level Social PPC tips like:
*Cheaply targeting fans on social media
*Using content remarketing to generate sales and qualified leads
*Insights on the new ad formats for YouTube and Gmail
How paid advertising can increase organic exposure
Flash Series: Using Ad Testing Data To Set Up Foolproof TestsHanapin Marketing
Ads are the only part of a PPC account that a searcher actually sees. If your ads are poorly written, then you either won’t get traffic or the wrong type of traffic. There’s only one way to know which offer or ad is best for your account: by testing it!
In this presentation, Google AdWords Guru and Founder of Certified Knowledge, Brad Geddes, discusses how to work with ad testing data to set up tests, how and when to end tests, and how to choose your metrics.
You’ll get expert-level PPC tips like:
*The types and uses of different text ad tests
*Examples of ad tests with results
*Determining your segments and defining your metrics
4 Underutilized Google Analytics Features For Your PPC AccountsHanapin Marketing
Google Analytics is an invaluable tool when it comes to your PPC campaigns. The reports, trends, and nuggets you can pull out are plentiful. Are you getting the most utility you can out of Analytics by pulling the best reports? Did you know that along with your Google campaigns, you can also get valuable insights and opportunities by importing click data from non-Google campaigns?
In this presenation, Jeff Sauer from Jeffalytics and Account Analyst, Rachael Law, from Hanapin Marketing discuss four Google Analytics features that are typically underutilized by PPC Account Managers.
You’ll get expert-level PPC tips like:
*Using custom segments to view specific splices of your data
*How to import your non-Google click data into Google Analytics
*Creating reports tailored specifically to the data you want to look at
*Finding measurement opportunities that come with new data
Persona-Led Reporting: Designing Blinding Reports to Keep Every Stakeholder H...Rumble Romagnoli
Are they reading our reports? Do they understand them? Stop spending days creating complex reports nobody is going to read or understand! This talk will provide the answers you have been waiting for on what should be included in a monthly, quarterly or annual digital marketing report. By using Data Studio, Supermetrics and Funnel as SEOs we can keep the Board, Head of Digital and the marketing team happy.
Google just released a number of brand new AdWords features much earlier than some anticipated.
For advertisers, adopting these features as early as possible will give you a unique leg-up in the marketplace, allowing you to beat your competitors to the punch.
Register now if you’re ready to master these updates and put them into action.You have two live sessions to choose from: July 28 or August 3, both at 1 PM ET.
You'll learn:
-How to take advantage of new Expanded Text Ads (ETAs)
-ETA best practices, based on early-access feature data
-How to use Google’s new device-agnostic bid adjustments
-How to implement responsive display ads and price extensions
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
Have you been wondering how to leverage your PPC industry data in the boardroom?
Digital marketers often struggle to prove the value of paid search to key stakeholders. But this shouldn’t always be the case.
In this presentation, Ashley Fletcher, VP of Marketing at Adthena, shares actionable tips on how to find value in SEM data and reporting, position the power of paid search, and leverage it in the boardroom.
Learn how to:
— Benchmark your digital marketing performance against your competitors or peers and explain key factors affecting it at the C-suite level.
— Monitor your performance and threats in a category or market to ensure you maintain leader status.
— Visualize how search intelligence delivers ROI, boosts brand engagement and governance, and delivers insights into competitors’ strategies so you can win.
— Communicate the right messages: what language to use and how to tie it into the bigger business picture.
— Leverage strategic intelligence to reduce risk and accurately forecast your business performance.
— Utilize vertical market insights to turn competitive gaps and market changes into opportunities.
When it comes to budgeting, we all want to get our money's worth.
And for PPC in particular, there are a ton of secrets and strategies to cut down costs and stretch your existing budget further.
Join our live webinar to learn 11 brilliant money-saving tricks to eliminate wasted spend and increase ROI from paid search.
You'll learn:
-How to squeeze more from your existing PPC budget
-Strategies to optimize bids, keywords, and landing page performance
-How to identify and fix causes of wasted spend in your account
As we all breathe a sigh of relief after the crazy holiday season, it can be easy to turn forward, move onto the next season, and not look back. But there are vitally important insights that can be gleaned from the Q4 shopping season; insights that can help you be more prepared and ahead of the curve as we begin 2019. Don’t ignore them!
In this presentation, shopping experts Zach Bruner from Hanapin and Robert Dawson from REI discuss the showstopping trends they saw emerge in Q4, and what it will look like in 2019 for ecommerce. Join us so you can start off your 2019 ahead of your competitors and moving 100 mph.
60 Minute Masterclass: Audience Targeting Strategies for Google AdsHanapin Marketing
In this presentation, DialogTech’s Kelley Schultz and Hanapin’s Emma Franks will discuss how audience targeting methods are changing, how to build a competitive edge in your industry, and exclusive best practices to help you thrive in a digital marketing world that is all about audiences.
Facebook Ads Now: Getting Started Off RightBrightEdge
Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.
You take all this time to create data visualizations, but the story is still not coming across. You spend hours fabricating elaborate charts and graphs, yet in presentations you’re still grilled with questions from your CMO. Sound familiar? We know the practice of data visualization can be super challenging, and we want to make it easier and more efficient for you.
Join Bing’s Purna Virji and Hanapin’s Alaina Thompson as they walk you through tips to save time, improve efficiency, and create lasting and memorable data visualizations. We’re talking beautiful and clear masterpieces that your CMO will hang on the fridge (well, maybe not. But those visualizations won’t leave their minds).
Conductor C3 2019 - R-E-S–P-E-C-T: How to Win Buy-In and Support for SEO in a...Conductor
Ryan Hipp, Amway
What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.
The Latest PPC Updates to Catapult Campaigns in 2019Hanapin Marketing
In this webinar, Hanapin’s Kelly Pollock and Optmyzr’s Fred Vallaeys will point out which updates have made (and will make) a major impact on digital marketers, and what we should be preparing ourselves for as we fly into 2019.
Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs.
To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them.
Register now for the next sponsored Search Engine Journal webinar.
Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads.
In this presentation, you will learn:
- Why you need to care about customer intent.
- What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business.
- Actionable tips to boost lead quality with SEO user intent.
More people are searching for local businesses than ever before.
This also means local search has never been as competitive as it is today.
So how can local businesses stand out and rise in the rankings? How can you make it easy for customers to easily find your business and connect with you?
Register now for the next sponsored Search Engine Journal webinar to find out. Matt Boyce, Director of Demand Generation and Jared McKinney, Sr. Marketing Manager at Podium, will share tips on how to improve your local SEO strategy and improve your visibility in local search results.
Data from Google and other sources tells us that local searches consistently lead to actual visits to physical locations. To rank higher in local search you need ratings and reviews that build trust in your brand.
In this webinar, you will learn how to:
- Rank higher in search using some lesser-known local SEO tips.
- Use text messaging in your local marketing strategy
- Take full advantage of the Google Map pack and more
More Customers, Lower CPL: Stay Competitive with AI in Google AdsHanapin Marketing
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...Purna Virji
It’s easy for people to think of PPC simply as a lower-funnel, acquisition-centric channel. But PPC is far more powerful than that. Come discover clever ways to use PPC to promote content, engage your audience and build customer loyalty at the same time. Fact: It’s easier than you think.
Are you having trouble increasing your CTR and revenue? Want to know how to put together an SEO strategy that will drive more conversions? Want to know how you can outrank your competitor brands?
Zak Ramdani, the Great SEO Owl at Hootsuite, discusses how Hootsuite broke their organic traffic metrics for seven consecutive months, doubled their blog traffic using on-page techniques to cater to Google’s answer box, and deployed an SEO mindset throughout all communication channels within Hootsuite.
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DCPurna Virji
Find actionable PPC advice, unique data and in-depth research to help you get more revenue from your PPC campaigns. Tips range from winning with Voice Search, mobile + local expert optimizations, optimizing Shopping campaigns as well as uncovering what impact brand-term bidding can really make on a campaign. Presented by Purna Virji at Digital Summit DC 2015
Are You Making These Big Mistakes with Your Google My Business ListingSearch Engine Journal
Google My Business can be one of the most valuable tools for any local businesses – one that can help you gain customers or clients – and, most importantly, revenue.
However, many GMB listings suffering from all-too-common, critical issues.
Watch this Search Engine Journal webinar to make sure you’re avoiding these pitfalls from Local Viking’s Mark Luckenbaugh – whether you manage a single GMB listing – or thousands of them.
Are you making it hard for people to find your business when they’re searching for you?
In this webinar you will learn how to:
• Identify technical GMB issues that can be hurting your visibility.
• Avoid technical issues, filters, and ranking stagnation.
• Improve local pack rankings – fast.
You will also discover some free resources and tools to help boost your local SEO.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
John Shehata — 21 Soft Skills to Supercharge Your In-House SEO TeamSemrush
These slides were presented at the SEMrush webinar "21 Soft Skills to Supercharge Your In-House SEO Team". Video replay and transcript are available at https://www.semrush.com/webinars/21-soft-skills-to-supercharge-your-in-house-seo-team/
An executive-level look at exactly what the "Bing shift" in search trends means for ecommerce retailers, and what your team needs to know to navigate successfully through these changes. Discover new features and additions to Bing Ads that now allow advertisers to use more and more of their Google strategies in Bing. Learn the factors behind why many of ROI Revolution's Bing accounts are growing 2-3x year over year.
Watch the replay here: http://www.roirevolution.com/promos/replay-webinar-raise-roi-with-bing.php
Have you been wondering how to leverage your PPC industry data in the boardroom?
Digital marketers often struggle to prove the value of paid search to key stakeholders. But this shouldn’t always be the case.
In this presentation, Ashley Fletcher, VP of Marketing at Adthena, shares actionable tips on how to find value in SEM data and reporting, position the power of paid search, and leverage it in the boardroom.
Learn how to:
— Benchmark your digital marketing performance against your competitors or peers and explain key factors affecting it at the C-suite level.
— Monitor your performance and threats in a category or market to ensure you maintain leader status.
— Visualize how search intelligence delivers ROI, boosts brand engagement and governance, and delivers insights into competitors’ strategies so you can win.
— Communicate the right messages: what language to use and how to tie it into the bigger business picture.
— Leverage strategic intelligence to reduce risk and accurately forecast your business performance.
— Utilize vertical market insights to turn competitive gaps and market changes into opportunities.
When it comes to budgeting, we all want to get our money's worth.
And for PPC in particular, there are a ton of secrets and strategies to cut down costs and stretch your existing budget further.
Join our live webinar to learn 11 brilliant money-saving tricks to eliminate wasted spend and increase ROI from paid search.
You'll learn:
-How to squeeze more from your existing PPC budget
-Strategies to optimize bids, keywords, and landing page performance
-How to identify and fix causes of wasted spend in your account
As we all breathe a sigh of relief after the crazy holiday season, it can be easy to turn forward, move onto the next season, and not look back. But there are vitally important insights that can be gleaned from the Q4 shopping season; insights that can help you be more prepared and ahead of the curve as we begin 2019. Don’t ignore them!
In this presentation, shopping experts Zach Bruner from Hanapin and Robert Dawson from REI discuss the showstopping trends they saw emerge in Q4, and what it will look like in 2019 for ecommerce. Join us so you can start off your 2019 ahead of your competitors and moving 100 mph.
60 Minute Masterclass: Audience Targeting Strategies for Google AdsHanapin Marketing
In this presentation, DialogTech’s Kelley Schultz and Hanapin’s Emma Franks will discuss how audience targeting methods are changing, how to build a competitive edge in your industry, and exclusive best practices to help you thrive in a digital marketing world that is all about audiences.
Facebook Ads Now: Getting Started Off RightBrightEdge
Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.
You take all this time to create data visualizations, but the story is still not coming across. You spend hours fabricating elaborate charts and graphs, yet in presentations you’re still grilled with questions from your CMO. Sound familiar? We know the practice of data visualization can be super challenging, and we want to make it easier and more efficient for you.
Join Bing’s Purna Virji and Hanapin’s Alaina Thompson as they walk you through tips to save time, improve efficiency, and create lasting and memorable data visualizations. We’re talking beautiful and clear masterpieces that your CMO will hang on the fridge (well, maybe not. But those visualizations won’t leave their minds).
Conductor C3 2019 - R-E-S–P-E-C-T: How to Win Buy-In and Support for SEO in a...Conductor
Ryan Hipp, Amway
What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.
The Latest PPC Updates to Catapult Campaigns in 2019Hanapin Marketing
In this webinar, Hanapin’s Kelly Pollock and Optmyzr’s Fred Vallaeys will point out which updates have made (and will make) a major impact on digital marketers, and what we should be preparing ourselves for as we fly into 2019.
Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs.
To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them.
Register now for the next sponsored Search Engine Journal webinar.
Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads.
In this presentation, you will learn:
- Why you need to care about customer intent.
- What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business.
- Actionable tips to boost lead quality with SEO user intent.
More people are searching for local businesses than ever before.
This also means local search has never been as competitive as it is today.
So how can local businesses stand out and rise in the rankings? How can you make it easy for customers to easily find your business and connect with you?
Register now for the next sponsored Search Engine Journal webinar to find out. Matt Boyce, Director of Demand Generation and Jared McKinney, Sr. Marketing Manager at Podium, will share tips on how to improve your local SEO strategy and improve your visibility in local search results.
Data from Google and other sources tells us that local searches consistently lead to actual visits to physical locations. To rank higher in local search you need ratings and reviews that build trust in your brand.
In this webinar, you will learn how to:
- Rank higher in search using some lesser-known local SEO tips.
- Use text messaging in your local marketing strategy
- Take full advantage of the Google Map pack and more
More Customers, Lower CPL: Stay Competitive with AI in Google AdsHanapin Marketing
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...Purna Virji
It’s easy for people to think of PPC simply as a lower-funnel, acquisition-centric channel. But PPC is far more powerful than that. Come discover clever ways to use PPC to promote content, engage your audience and build customer loyalty at the same time. Fact: It’s easier than you think.
Are you having trouble increasing your CTR and revenue? Want to know how to put together an SEO strategy that will drive more conversions? Want to know how you can outrank your competitor brands?
Zak Ramdani, the Great SEO Owl at Hootsuite, discusses how Hootsuite broke their organic traffic metrics for seven consecutive months, doubled their blog traffic using on-page techniques to cater to Google’s answer box, and deployed an SEO mindset throughout all communication channels within Hootsuite.
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DCPurna Virji
Find actionable PPC advice, unique data and in-depth research to help you get more revenue from your PPC campaigns. Tips range from winning with Voice Search, mobile + local expert optimizations, optimizing Shopping campaigns as well as uncovering what impact brand-term bidding can really make on a campaign. Presented by Purna Virji at Digital Summit DC 2015
Are You Making These Big Mistakes with Your Google My Business ListingSearch Engine Journal
Google My Business can be one of the most valuable tools for any local businesses – one that can help you gain customers or clients – and, most importantly, revenue.
However, many GMB listings suffering from all-too-common, critical issues.
Watch this Search Engine Journal webinar to make sure you’re avoiding these pitfalls from Local Viking’s Mark Luckenbaugh – whether you manage a single GMB listing – or thousands of them.
Are you making it hard for people to find your business when they’re searching for you?
In this webinar you will learn how to:
• Identify technical GMB issues that can be hurting your visibility.
• Avoid technical issues, filters, and ranking stagnation.
• Improve local pack rankings – fast.
You will also discover some free resources and tools to help boost your local SEO.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
John Shehata — 21 Soft Skills to Supercharge Your In-House SEO TeamSemrush
These slides were presented at the SEMrush webinar "21 Soft Skills to Supercharge Your In-House SEO Team". Video replay and transcript are available at https://www.semrush.com/webinars/21-soft-skills-to-supercharge-your-in-house-seo-team/
An executive-level look at exactly what the "Bing shift" in search trends means for ecommerce retailers, and what your team needs to know to navigate successfully through these changes. Discover new features and additions to Bing Ads that now allow advertisers to use more and more of their Google strategies in Bing. Learn the factors behind why many of ROI Revolution's Bing accounts are growing 2-3x year over year.
Watch the replay here: http://www.roirevolution.com/promos/replay-webinar-raise-roi-with-bing.php
Станислав Димитров. "10 супер полезни Google Ads техники, които да опитате пр...DariaShalahinova
1. Какви са последните новости в Google Ads, и как те засягат моя бизнес?
2. Защо Google Ads (не) работи добре за моя бизнес?
3. Как големите брандове инвестират в PPC реклама?
4. Какво научих след 15 години работа с Google AdWords?
Станислав Димитров. "10 супер полезни Google Ads техники, които да опитате пр...DariaShalahinova
1. Какви са последните новости в Google Ads, и как те засягат моя бизнес?
2. Защо Google Ads (не) работи добре за моя бизнес?
3. Как големите брандове инвестират в PPC реклама?
4. Какво научих след 15 години работа с Google AdWords?
[Webcast] The Shift for Driving Search Marketing Success - Part 2 AIS Media, Inc.
FACT: On April 21st, Google rolled out its new mobile-friendly algorithm update which will now base your site's ranking on mobile compatibility. Ignoring these new rules puts your website at risk. Will your site be ready or lose rankings?
It's time to change the way your SEO is managed.
Join us for this eye-opening overview and learn to manage for this new paradigm.
Welovroi - "Simplifying the way you analyze your digital marketing content" Chirag Chandarana
Our innovative platform helps measure Web, SEM, SEO, and Social Media outlets in a simple yet elegant platform. In no matter of seconds your data is streamlined into descriptive digital dashboards which can be analyzed with ease and then compiled into real-time data reports that can be instantly shared with your team!
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
Investing in Brand Campaigns? Post-Click Experience is KeyHanapin Marketing
In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
India is a competitive e-commerce market and in this dynamic environment each business has its own unique requirements and challenges. PRODIGI understands that and works collaboratively to analyse,plan, build and operationalise “seamless” e-commerce solutions. Our in-depth understanding of business goals backed by insights enable organizations to deploy robust and scalable e-stores.
Chewy Trewella - Succeeding Online Using Free Google Toolssounddelivery
In this session, you'll get a chance to see how to use things such as Google Analytics, Google Website Optimiser, Google Webmaster Tools and more to control and optimise your online presence.
The Shift For Driving Search Marketing Success [Webcast]AIS Media, Inc.
In part 4 of AIS Media Inc., 4-part webinar series: Transformation 2015, we cover why it’s a critical time to change the way your SEO is managed. Google’s new rules for mobile compatibility will redefine the web April 21. Will your site be ready, or lose rankings? Learn to manage for this new paradigm and grow leads, traffic and sales.
http://www.aismedia.com/shift-driving-search-marketing-success/
Digital Marketing Medium PowerPoint Presentation SlidesSlideTeam
Discuss online marketing channels with ready to use Digital Marketing Medium PowerPoint Presentation Slides. This exclusive internet marketing PPT would be of great use for web marketing professionals. Showcase ways to promote business through digital marketing. The online marketing channels PowerPoint complete deck includes a set of content ready templates such as key statistics and elements of digital marketing, email marketing strategy, and statistics, budget, dashboard, pay per click advertising, PPC statistics, strategies, budget, dashboard, SEO strategy statistic and budget, display advertising statistics, strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, content marketing strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, online marketing channels, return on investment, strategy framework, roadmap to internet marketing, summary, etc. Plan, manage and optimize your digital marketing strategy using this internet marketing channels PPT visuals. Download online marketing medium presentation design to demonstrate methods of digital marketing for your products and services. Analyze their intentions with our Digital Marketing Medium PowerPoint Presentation Slides. Give folks an insight into what the competition can do.
Make the most of multichannel traffic in 2016. Learn how Rockler, a national retailer with a robust ecommerce presence, successfully engages and converts online customers for continuous year-over-year growth. Rockler Director of Marketing Ellen Manderfeld and ROI Revolution's Denis Coombes will share seven strategies to accelerate traffic and conversion through popular channels such as Google Shopping, AdWords, mobile shopping and Pinterest.
Fashion Digital 2016: The 3 R's for Online Advertising in the Fashion IndustryROI Revolution
According to Darwin’s Origin of Species, it is not the strongest that survive, nor the most intelligent, but the ones most responsive to change. In a world of end-user engagements in the content creation process and new communication channels, the playing field of online advertising has changed almost completely. You either need to develop a fresh and highly adaptive online strategy to capitalize on these new trends, or risk extinction.
The popular fashion brand Silver Jeans has not only survived, but thrived in this new environment. By partnering with the e-commerce agency ROI Revolution, the Silver Jeans’ website was rebuilt to attract qualified traffic through paid search and integrated their aggressive sales schedule with their online advertising.
In this session, key participants of the website’s overhaul reveal the mechanics of their hard-won success through “the 3 R’s”: must-have rules to guide every fashion retailer when developing and investing in a robust online strategy for their own brands.
eTail West 2016: What Really Works in Google ShoppingROI Revolution
Product and growth is quickly outpacing text ads in Google. Take advantage of this shift and stay ahead of your competitors by creating smarter Google Shopping campaigns. Discover how Hydro Flask saw significant growth by applying a few simple but powerful strategies to their Google Shopping campaigns. Hydro Flask will share their experience on profitably integrating Google Shopping into their larger marketing plan, while paid search expert Denis Coombes shares specific strategies you can use to see great results in your own campaigns.
Facebook boasts more than 1 BILLION daily users who spend at least 40 billion daily minutes on the site – over 11 times the number of daily Google searches.
And yet Facebook ad clicks cost only 1/3 the average price of an AdWords click, making the platform an affordable advertising option.
Looking for that extra channel to help you meet your 2016 sales and profit goals? Look no further.
Preventing a Paid Search Traffic Crash: What You Need to Know to Preserve You...ROI Revolution
Earlier this year, Bing and Yahoo announced that, starting this summer, the Yahoo/Bing Network as we knew it would change significantly.
Under the new deal, Yahoo will run advertising for 100% of their mobile search traffic and 49% of desktop search traffic through their proprietary platform, Yahoo Gemini.
For retailers currently advertising on the Yahoo/Bing Network, this could mean a 30-60% drop in traffic to your desktop search campaigns.
Avoid this significant drop in your traffic right before the major holidays hit. Learn how you can safely navigate this shift in search trends.
5 Tips to Boost Your Remarketing Efforts: Advanced Strategies for Increasing ...ROI Revolution
Recapture lost sales and stop letting conversions slip through your fingers!
It happens far too often: a shopper finds you through Adwords, maybe they put something in their cart or engage with you in some other way... but then, for whatever reason, they leave.
The good news is you can recapture many of these lost opportunities through remarketing tools and tricks. But make no mistake -- not all remarketing tactics are created equal. In fact, a one size fits all approach is the last thing you should be using.
We've worked with many retailers who have seen dramatic growth through smarter remarketing strategies, which combine advancements in retargeting technology and shopper psychology.
Recently, Bing updated to the Bing Shopping platform, which is more elegant and user-friendly than ever before.
For retailers already using Google Shopping, this makes Bing Shopping the logical - and simple - next step to profitably expanding your paid search initiatives.
Join us as we show you proven shortcuts and strategies to quickly grow your paid search revenue through Bing Shopping.
3 Paid Search News Headlines You Can't Afford to IgnoreROI Revolution
This summer, paid search as we've known it will change significantly.
As we speak, old alliances are crumbling, new partnerships are on the table for negotiations, and advertisers will soon be forced to adopt a brand new advertising platform in order to avoid losing traffic on their campaigns.
Join us in this on-demand webinar as Justin D'Angelo (Director of Paid Search), Mark Curtis (Team Leader) and Melissa Gerber (Yahoo Support Rep) unpack the recent headlines on Google, Bing, and Yahoo and gives you his advice and strategies for staying ahead of the curve when these game-changers go live.
8 Product Feed Upgrades that Drive New RevenueROI Revolution
When it comes to product feeds, you must master two elements to really succeed.
First, your feed data must be optimized at the technical level, to ensure the search engine's bots are displaying your product ads for every relevant search query.
Robots overlook feeds that don't contain vital information and skimp on additional values.
But your feed also needs to be conversion focused. This gives your ads the competitive edge they need to gain the buyer's interest and beat out a dozen other PLAs to win the purchase.
Buyers overlook ads that aren't competitive and compelling.
If you don't satisfy the robots, you won't show up. If you don't satisfy the shoppers, you won't get clicks.
Product feed veteran Lauren Hawkesworth and paid search team leader Mark Curtis show you how you can make 8 product feed upgrades that will please both search engine bots and shoppers to help you drive new revenue through Google Shopping, Amazon PLAs, and popular CSEs.
This presentation will guide you through the process of giving your account a good spring cleaning, in order to locate and eliminate wasted ad spend in your account, and streamline your strategy for a good return on investment the rest of the year. Learn the common areas of neglect and unprofitably, along with simple and practical solutions for cleaning them up.
In paid search, the majority of campaign processes can be automated with software, scripts, and apps. But which processes are better trusted to machines, and which processes require skilled human analysis for high ROI? Find out here.
Replay here: http://www.roirevolution.com/promos/replay-webinar-mastering-PPC-automation.php
It is possible to deliver bullet-proof promotions with minimal effort to net the best ROI for your time and focus. The top tricks and tools at your disposal for managing promotions effectively in paid search.
Watch replay here: http://www.roirevolution.com/promos/replay-webinar-maximizing-promotional-sales.php
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Welcome
My name is
Mark Curtis – Team Leader
This web clinic is specifically for those of you in leadership that want to insure consistent, predictable growth with your adwords initiatives over this next year because you have a proven way to think about advertising that allows you to make better decisions as the year develops.
Looks like we still have quite a few people joining us so lets go over a little about how we are going to make sure you get the most out of this web clinic today as well as what your going to learn
I speak quickly, to make sure you get all the information that we put together for you.
At the end of todays web clinic I am going to show you how to get access to a quick start that will insure you can put what you learn here into action yourself or delegate it to your team
When reflecting on the past, we can look at things like Search Volume, Search Trends, Competitors and…
new features or tools we can use with the platforms we advertise on.
There is a lot of knowledge out there on Search Volume, Search Trends, Competitors etc, so lets evaluate tools. After all, if all things are equal & we are in a competitive market, with similar products, our ability to skillfully choose & use the right tools is a key competitive advantage that must be focused on in 2015.
Okay, so lets take a look here,
In 2012 there were 9 key new feature advancements that were very significant,
In 2013 there were 16 significant changes
In 2014 there were 31 significant changes
Side note: In this historical review we are going to focus on two platforms Bing & Google, not because we don’t advertise in other places because we do. Its just that Bing & Google consist of 87% of the search traffic out there right now.
So when we look at the last 3 years what do we see?
The new major updates & new features are almost doubling every year.
What does this mean to us?
How many new features or major updates do you believe is going to develop this year?
We can’t predict the future, but it seems we should keep an eye on this doesn’t it?
With all these changes there has been a growing opportunities as well as a growing challenge.
After all, never in the history of advertising has there been so many opportunities to locate your ideal customer and customize the message they need to see in order to buy from you.
At the same time there has never been such a challenge with developing all the knowledge & skills to be able to fully leverage these new capabilities.
Lets dive deep into a few of these changes over the last year to pull out the learning’s we need to fully maximize our opportunities this year.
Here are 2012’s changes [CLICK]
(2013) [CLICK] ***Comment as needed***
(2014) [CLICK] ***Comment as needed***
2014’s record 31 changes is an average of 2 ½ major changes per month. In September alone there were 9!
One of the key factors to Bing’s increase in features is their push last year to make the Bing feature set similar to Google’s. Many of 2014’s Bing features (highlighted in blue) are similar to features that Google had rolled out previously.
So what does this mean for retailers and online advertisers? [CLICK]
This start with Google Shopping Campaigns
This was One of the biggest AdWords announcements of 2014 was without a doubt.
In February of 2014, Google introduced “Shopping campaigns” to all AdWords accounts. \
These new “Shopping campaigns” would eventually replace “Product Listing Ads” and become the top traffic generating ad block on the Google search results page for product-specific searches. [CLICK - NEXT]
Shopping Campaigns offer additional valuable features to advertisers. Some of these include: [CLICK]
(defer to Mark)
- (Better targeting for products and categories) – You can now group and target your products by category and subcategory levels within the AdWords interface, which wasn’t available before [CLICK]
- (Competitive data and benchmarking metrics) – Google now shows competitive data and benchmarking metrics from among your competitors who sell similar products [CLICK]
- (Advanced reporting) - Advanced reporting to better measure performance on a product, category or group level [CLICK]
- (Bid simulation) - The ability to simulate bids to better predict performance and traffic opportunities.
(Back to Nate)
To those familiar with the older ways of targeting with Product listing Ads, the upcoming Shopping Campaigns offered a LOT of key features that could help advertisers better achieve success.
This announcement was great news that was welcomed by savvy advertisers who understood the limits of PLAs. [CLICK - NEXT]
Because the transition from “Product Listing Ads” to “Shopping Campaigns” would take some work, Google gave advertisers lots of time to make the transition. Here is the timeline [CLICK]
[CLICK 4x slowly] *** READ & Explain Comments ***
[CLICK] If anyone took action on their account right now, they deserve a lot of credit. Very few jumped on this right away.
[CLICK] *** READ & Explain Comment ***
[CLICK] How quickly you completed the transition within this time frame determined whether you were an ACTOR or a REACTOR.
[CLICK] This was the deadline. August 31. September 5th is when Google started automatically making default changes for the advertisers who hadn’t done it themselves.
[CLICK] By September 22nd the migration was complete. All accounts with PLAs now had the new Shopping Campaigns, whether they liked it or not… or whether they even knew about it or not. Like we said in the beginning: “Paid Search moves forward with or without us.”
Initially we believed that most (if not all) advertisers did SOMETHING before the deadline. However, we are still SHOCKED when we consult with a prospective client that literally still has the default Shopping Campaign settings active (that Google set up months ago). This still happens at LEAST once a month.
[CLICK] This minority are the INACTIVE. Sometimes they’re just asleep at the wheel and have no clue about the changes going on around them, but sometimes they are simply too busy to do it all and just “haven’t gotten around to it yet.”
[CLICK 2x slowly] Some advertisers had 11 months to do it. Most had 7 months.
***Summarize lessons learned*** In this first case study, you’ll see exactly why slow adoption is a bad strategy.
[CLICK - NEXT]
----- Meeting Notes (1/8/15 11:13) -----
was this 2012 or 2013?
This first case study is a retailer selling custom paint supplies. We aren't announcing the company name at there request for strategic reasons.
As we look at this keep in mind that the line graph represents the cost per conversion.
The bar graphs represent the conversions.
[CLICK] This is 6 months of performance data for all of the Product-related ads in the account up until the launch of Shopping campaigns. We had increased volume and improved the Cost per Conversion significantly up until this point.
When we implemented the campaigns [CLICK] the 1st thing you’ll notice is the sharp drop in Cost per Conversion, which fell 39% from the previous month! This is important, because you ALWAYS want to focus on ROI FIRST, before scaling up to chase additional volume.
With conversions coming in at 39% cheaper, we had a big green light to scale up and aggressively go after large amounts of new conversions, which is what we did. In the 2nd month after launch [CLICK], you’ll see a sharp 74% increase in conversions, and the months after continued to produce an average of 480 additional sales each month for the next 5 months.
[CLICK 4x slowly]
By the end of month 5, this client had the highest Conversion volume in history at the all-time lowest “Cost per Conversion.” This all happened very soon after the feature was enabled,
LONG before most other retailers in their space were getting around to making these changes.
Those who immediately initiated Shopping campaigns had a 6-month head start to test, optimize and position themselves among the competition, most of whom were waiting until the last minute, or worse yet AFTER the deadline had passed.
[CLICK - NEXT]
Let’s take a look at the average amount of Conversions both before and after the changes were made.
[CLICK slowly and tell the story as you go] (stop at the end of the “Cost per Conversion” table, when it says “Gains”)
[CLICK] Based on these extra conversions AND the clients all-time average revenue per conversion for product ads, upgrading to Shopping campaigns SOONER (rather than later) enabled this client to gain just under $400,000 in ADDITIONAL revenue (not total revenue, additional). That’s about $80,000 per month of extra revenue, just from this One upgrade.
Here is the big lesson here.
Those who IMMEDIATELY rolled out Shopping campaigns had a 7-month head start to test, optimize and position themselves among the competition, most of whom were waiting until the last minute. Imagine if this extra $80,000 /mo in new revenue had been delayed or postponed.
Then ask yourself if this big of a gain would have EVEN been possible if we had initiated the changes immediately before or even after the deadline, when everybody else had already upgraded and were firing on all cylinders.
We believe that the reason that these gains were so big was because we got in sooner than most.
The BIG LESSON HERE IS TO GET IN FIRST
[CLICK - NEXT]
When AdWords announced Dynamic Remarketing, there was no deadline or forced migration. Just an opportunity to take if advertisers wanted it.
[CLICK - NEXT]
But first, let’s summarize what Dynamic Remarketing is, in case there are some on the call that may not be familiar with the concept.
[CLICK] Here’s how it works
[CLICK] Your website visitor (we’ll call her Jane) comes to your site and looks at some specific products that interest her
[CLICK] In the subsequent hours or days after she leaves your site and browses around other sites on the web, she is able to see ads from your site that showcase the exact same products that she was interested in
[CLICK] Jane can easily remember and reconnect with the products on her mind, and her ads are more enjoyable and relevant
[CLICK - NEXT]
So why aren’t more people using this?
(defer to mark)
(back to Nate)
For one, it required a lot more resources and time to set up than just about any other feature. For this reason, we find that a lot of retailers with limited technical resources just don’t use this very often. Most new clients we sign on are not using this, but it can be a relatively easy but big win, as you see right here
[CLICK - NEXT]
In this particular example, no action was taken to execute on dynamic remarketing until about 13 months after it was released.
When we were given the opportunity to implement this in our clients account, we found a steady flow of new traffic that they had been missing for over a year!
Defer to mark
[CLICK] These are the 6 months immediately before we rolled out Dynamic Remarketing
[CLICK] This is the launch month. [CLICK] At this point, would you call it a success? ***pause***
Remember online advertising is something you are doing, not something that is done, ever.
[CLICK] 2nd month and the “Cost per Conversion” started really climbing, but we still have some good incremental volume.
[CLICK] By the 3rd month in, “Cost per Conversion” is the highest it’s ever been, and we find ourselves losing about 40% of the volume from that first month. What do you think now? Would you call it a success? ***pause***
What would you have done here?
Lets be honest, its easy to call it quits here. In fact, our experience shows us that is exactly what most online retailers do.
But with constant attention and optimizations, lets see what happens over the next few months…
[Click 9x slowly] [STOP AT MONTH 11]
[CLICK] How about now? Was it successful?
Defer to Nate
Over time, Dynamic Remarketing became one of the most profitable sources of growth for this client, who saw large gains in revenue at one of the lowest Cost per Conversions ever.
This brings up another key takeaway for making decisions around your search marketing in 2015
: Yes, you have adopt changes quickly, but you MUST test for a definitive conclusion around the success or failure of any campaign.
extra
You cannot quickly try something (like sticking your toe in the water) then within a few days or weeks turn it off and call it unsuccessful, unless you have tried everything in your power to make it successful during that trial period. Killing a feature and forever ruling it out is an ABSOLUTE LAST RESORT action. It’s amazing how many times we ask a prospective client why they are not using a certain feature and hear a response like this: “Well, we tried it a while ago for a few days and it just spent too much money so we turned it off.”
Now… while it’s true that there are situations when something just WON’T work (despite your best efforts), and you MUST stop wasting money on it. But that should only happen after
we find that tenaciously optimizing and tweaking these new features will more-often-than-not bring rich rewards to those who stick with it and know how to fine tune them.
Let’s see the impact that Dynamic Remarketing had on overall remarketing performance.
[Click] First, lets look at traditional remarketing, shown in orange. Dynamic Remarketing did not replace traditional remarketing, but was run in addition to it.
Something to notice is that-- Both remarketing types ran side-by-side to maximize total conversions and revenue.
[Click 2x slowly] ***Comment on each click***
[CLICK] The blue bars are all of the new conversions gained from Dynamic Remarketing
(giving them adequate time to study and understand the numbers)]
[CLICK] The result was that we improved total remarketing conversions by over 300%
[CLICK] But what about profitability?
[Click 2x slowly] ***Comment on each click***
(At the end of the “Cost per Conversion” gains, summarize the 306% increase in total monthly remarketing conversions at a 27% cheaper “Cost per Conversion”)
What did this actually mean in dollars and cents? In this case, the client racked up an extra $607,000 in product revenue since the day Dynamic Remarketing was launched!
Now, it’s a staple to their account, consistently producing HIGHLY profitable conversions, and helping to reclaim the cost of other paid search clicks that did not convert on their first visit.
Remember, had we not stayed with it when performance was looking questionable and optimized it into success, we might have mistakenly overlooked that huge chunk of revenue AND new customers.
[GOLD RUSH ANALOGY]
Some of these brand new features are like a gold rush. You have to travel west to discover gold, but the earlier you get there the better. You want to be panning for gold BEFORE most of your competition even know that gold exists. However, why make the journey west to try a new feature, only to put your shovel halfway in the ground a few times, then turn back? You have to mine the full potential of these new features, before you see which ones “produce gold” and how much. And remember, with paid search features, YOU’RE NOT looking for flashes in the pan or mere nuggets in a stream. Once found, these features are much more like gold mines that continue to produce for months and years to come!
[CLICK - NEXT] Lets look at one more case study to before we move forward into your map.
In the 3rd and last example, we’ll be talking about Merchant Promotions, a way to bring more power and success to your Shopping campaigns’ product ads [CLICK - NEXT]
Defer to mark
[CLICK 3x] ***Comment on each “Benefits to advertisers” click***
[CLICK] If it’s a site-wide sale, set up is easy. It can be done in the AdWords interface. However, setting up sales for specific products or categories involves more work. Similar to Dynamic Remarketing, setting merchant promotions up will often involve the cooperation of web developers or those who have access to the Merchant Center product feed, consistently updating sales promotions regularly.
(defer to Nate)
Unfortunately, this is another feature that we don’t see often utilized outside of our clientele.
For most smaller companies, this is a lot of work. Perhaps this is a main reason why advertisers have not adopted Merchant Promotions as much as they should.
[CLICK - NEXT]
In this example, we first launched Merchant Promotions
15% off site wide
First week with feature in place
This time, we didn’t need to heavily optimize for it to work. It just worked.
[CLICK 3x SLOWLY] ***comment as necessary***
[CLICK] So we got more conversions (which is great), but more importantly: What happened to our Cost per Conversion and Return on Ad Spend?
[CLICK 3x SLOWLY] ***comment as necessary***
[CLICK] Here’s the data from the web interface. You’ll see that this change helped them make about $10,000 that 3rd week, just from product ads alone.
[CLICK - NEXT]
At this point you might ask (as we did):
“Were the Merchant Promotions REALLY a major cause of the performance increase? I mean, if they were having a site-wide sale, wouldn’t any click from any paid search source naturally have a higher performance?”
The answer is yes. Site-wide sales typically drive up performance everywhere in a paid search account. However, when we looked deeper into this interesting trend, we were amazed at what we found.
[CLICK] Right now We’re looking at Cost per Conversion and Returns on different types of clicks.
Some ads have multiple links in them, so this report should show us the different in performance based on which links visitors are interacting with. ***comment on metrics***
[CLICK] This is the performance of all clicks that week from Headlines, meaning the main link on each text ad
[CLICK] This shows performance for sitelinks, one of the smaller ads underneath the main ad, that typically subdivide into narrower categories. These clicks very commonly perform better than other clicks.
[CLICK] Product Listing Ads are the product ads now on Google shopping, that show a price and an image of the product itself. However, the metrics here show clicks from either the title or the picture in the ad
[CLICK] Finally, here is the performance from the Merchant Promotions links. These clicks came from the “Shop” button on the promotional links. [CLICK] ***Comment as needed***
We can see in this 3rd example how relatively simple and small features (like this tiny link under a product ad) can have significant impact on a company’s bottom line.
- This is the perfect example of why you can’t miss any updates.
Beingone of the few people that do it will have a much bigger impact on your business than doing it after everyone else is doing it.
Again, the moral of the story is BE AN EARLY ADOPTER IF YOU WANT THE BIGGEST opportunities to strike gold. Once a feature is mainstream, the results are less dramatic and your ads will not stand out as much as being one of the first to exploit a new feature. You HAVE to be among the first!
[CLICK - NEXT] – end of 3 examples
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Lets think now about how we can lead ourselves, or our teams into consistent predictable growth in 2015.
Step 1
Well step on in your map is to become an early adopter of change
Step 2
Make sure your team is educated & aggressive testers.
How do we do this?
First we have to get caught up to 2015
Start with the Top features checklist here & go through each one of these new features to make sure that each new feature is being leveraged to its highest potential.
Make this early adaptor guide a started part of the way you develop your search strategy in real time every month.
Knowing we are caught up with all features & we have become early adaptors its time to become an aggressive optimizer.
- You can do that by…
+ Read this Questionable Spend Report & putting to work what you learn. In this report you will get a worksheet designed to help you calculate questionable or wasted spend in your own account.
For those with enough data, you will also get a complimentary Google adwords Diagnostic Review. This is where one of our experts will actually look over your shoulder and show you the places you should improve in 2015
In order to get access to this information, fill out the feedback from you will see when you exit go to webinar after we answer these questions.
Mark what is the first questions?
You can do that by
Advertisers are gaining more control than ever before
Being prepared for the new updates in real time, ready to take action is a must.
Fast and thorough experimentation of new opportunities will to be the key to staying competitive in the years to come
Evolve or be left behind – Google, Bing, Yahoo, Facebook, LinkedIn, Pinterest, Instagram and everyone else are plowing ahead in paid search features, opportunities and technologies with or without you