[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

Posted by on Jan 3, 2017 in Search, Social, The PPC Show [Podcast]
[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

Luke Alley: The Rising Star in PPC Marketing

Luke Alley, Director of PPC at Avalaunch Media talks with us about lead gen, tracking, and optimizing for quality leads.

Named one of the rising stars in PPC Marketing by Search Engine Land, Luke has started and grown the PPC division for two companies from a handful of small clients to several million dollars managed annually. His focus has been on client acquisition, client retention, PPC management, process development, hiring and training, and being active in the PPC community through speaking, blogging, and #PPCChat. Follow him at @LukeAlley.

Enjoy the episode!

 

 

[The PPC Show] Episode 35: David Szetela, Pay-Per-Click Search Engine Marketing Author & Speaker

Posted by on Dec 20, 2016 in Social, The PPC Show [Podcast]
[The PPC Show] Episode 35: David Szetela, Pay-Per-Click Search Engine Marketing Author & Speaker

David Szetela Shares 5 Tips for Optimizing Adwords Campaigns and a Free Book!

This week on The PPC Show David Szetela, speaker and author of “Pay-Per-Click Search Engine Marketing: An Hour a Day” shares his top tips for optimizing AdWords campaigns.

Having been voted Top PPC Expert in a poll of thousands of PPC managers and website owners, published on MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa, and of course, lauded for his two books (Customers Now and PPC Advertising on One Hour a Day), David is one of the leading PPC thought leaders today. Hit play to hear his Adwords tips, as well as discussions of the latest trends in the world of PPC marketing. One episode not enough? Follow him on twitter 👉 @Szetela.

Bonus with this episode: David has offered to give listeners of this podcast a free PDF copy of his book! Simply email David@fmbmedia.com to request that PDF!

 

[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Posted by on Dec 15, 2016 in Search, Social, The PPC Show [Podcast]
[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Khalid Saleh talks A/B testing best practices to drive growth and profit

In this episode of The PPC Show, we chat A/B testing and conversion rate optimization (CRO) best practices with best-selling author and CEO of Invesp, Khalid Saleh.

Invesp is a leading provider of conversion optimization software and services. Khalid is at the helm, having written his Amazon.com best-selling book, “Conversion Optimization: The Art and Science of Converting Prospects into Customers.” In his book, Khalid offers a sound method to capture more customers through a fully integrated marketing strategy.  He demonstrates how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, fears/uncertainties/doubts (FUDs), and incentives define the success of all types of marketing initiatives, from websites to policy strategies.

As a frequent guest on media outlets like CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and in-demand keynote conference speaker, Khalid inspires audiences to rethink their approach to marketing in terms of exponential growth and profit.

We hope he does the same for you in this podcast. Enjoy!

 

 

P.S. Like what you heard in this episode? Follow Khalid on Twitter to keep the conversation going! 👉@khalidh

[The PPC Show] Episode 33: Andrew Goodman, Founder of Page Zero

Posted by on Dec 1, 2016 in Agency, Search, Social, The PPC Show [Podcast]
[The PPC Show] Episode 33: Andrew Goodman, Founder of Page Zero

The Latest and Greatest in Adwords News

In this episode, we were excited to talk about the latest and greatest in Adwords news with the author of one of the very first e-books on the subject, Andrew Goodman. AdStage’s Director of Product, Paul Wicker, sat down with him to talk Adwords bid adjustments, expanded text ads, the new Facebook for business teams, and Twitter’s almost acquisition.

Andrew founded Page Zero Media in 2000 in order to create an SEM firm that earnestly listened to clients and offered better services than existing offerings. After a few years of general research for a book on online marketing, Andrew honed in on Google Adwords and released the world’s first “how-to” on AdWords – “21 Ways to Maximize ROI on Google AdWords Select,” in April, 2002. And then, in 2005, Andrew published Winning Results with Google AdWords (McGraw-Hill; 2nd ed. 2008), considered the leading resource in the field. If his name sounds familiar, it may be because he’s spoken at 44+ North American SES Conferences and writes a regular column for ClickZ.com.

To hear Andrew the Adwords expert’s take on current trends in the paid advertising world, listen to the entire podcast below. Enjoy!

 

 

P.S. if you’re not following Andrew on Twitter… you should be! You can find him tweeting all things AdWords here 👉@andrew_goodman

[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

Posted by on Nov 3, 2016 in Social, The PPC Show [Podcast]
[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

The PPC Show: Episode 32

How to Align Client Goals with Your Revenue Metrics

David Jaeger, CEO & Founder of Global SEM Partners

In Episode 33 of The PPC Show, we had the privilege of bringing on David Jaeger, CEO and Founder of Global SEM Partners to dive into Ad Tech, High Growth PPC Agencies, and The Revenue Quadrant. 

David is a paid marketing veteran with 11 years of industry experience under his belt. He kicked off his career as a 19 year old entrepreneur disrupting his school’s (inefficient) book inventory process. Taking the lessons learned from his first business, David launched the SEM division for National Positions – an INC 500 internet marketing firm – managing millions of dollars a year in client ad spend.

In January 2014, David spun the SEM division into its own brand — internetmarketing.net, where he expanded beyond the standard search/media buying product, offering services like strategic business planning using proprietary tools to effectively marketing and track performance.

Passionate about the importance of high growth agencies and marketing teams in the paid advertising space, David shifted gears to develop and promote a scalable framework for building successful high impact PPC teams.

In August 2014, David founded Global SEM Partners. Where he introduced the Revenue Quadrant Process to address the growing challenges of cross-channel campaign attribution.

In this episode, we dig into:

  1. How to Hire for Your Agency or Marketing Team
  2. Snapchat’s New API Announcement
  3. Using The Revenue Quadrant Approach for Better Campaign Optimization

Figuring out where your ad dollars have the biggest impact on your business is just the first step to aligning revenue goals across C-Suite, Marketing Department, and Customer. There’s a lot to digest and learn, so I’ll let you listen in.

I hope you enjoy this interview with Davide Jaeger (and go follow him on Twitter)

P.S. If you want to learn more about the Revenue Quadrant Process, David has graciously shared the PDF. Check out the link below 👇

The Revenue Quadrant for B2B & eCommerce Business

 

Growth Pilots Founder and CEO Chats Ad Tech Startups, Growth Teams, and PPC Agencies

Posted by on Oct 7, 2016 in The PPC Show [Podcast]
Growth Pilots Founder and CEO Chats Ad Tech Startups, Growth Teams, and PPC Agencies

Tune-In & Catch the Latest Episode of #PPCPodcast

Growth Pilots Founder and CEO, Soso Sazesh, Chats Ad Tech Startups & PPC Agencies

In this episode of #PPCPodcast AdStage’s very own Director of Product, Paul Wicker, sits down with Soso Sazesh, founder and CEO of Growth Pilots, to chat high impact ad tech growth teams, the pitfalls in scaling a (profitable) PPC agency, and how to drive exponential growth through direct-response paid advertising campaigns.

For more, listen to the entire #PPCPodcast episode below!

 

 

4 Ways to Solve the Attribution Problem Right Now

Posted by on Aug 5, 2016 in The PPC Show [Podcast]
4 Ways to Solve the Attribution Problem Right Now

Let’s Talk Simplifying the Attribution Problem with Dave Rigoti and Eva Sharf from Bizible

Cross-channel attribution can make or break your brand. As savvy full-funnel digital marketers, it is imperative we identify the marketing channels that convert the most leads into paying customers, and adjust our budget accordingly.

This is where cross-channel attribution comes into play. Cross-channel attribution is using advanced analytics to assign a value to each marketing tough point that led to a desired action (sign-up, request demo, etc.). This includes online and offline marketing channels. Attribution accurately tracks media and marketing efforts to help identify key marketing interactions that influence customers to convert. It helps answer the questions: How did that customer start the buyer’s journey? What led that customer to make a purchase or transaction? What are the metrics we should track to act on these insights?

But, attribution continues to be a struggle for today’s marketer this is because:

1. Marketers are using more and more channels to reach customers. According to Search Engine Watch, the average marketers uses 13 channels to reach their audience. Eight of those channels are digital.

2. Most marketers are outgrowing first or last touch attribution models, but few know how to measure across channels.

 

forrester attribution channels graph

According to a Marketing Land article, attribution has been deemed an “unsolvable” problem…but is it?

Don’t give up on all hope JUST yet.

We chatted with Bizible’s full-funnel marketing gurus, Dave Rigotti and Eva Scharf about how to approach the attribution problem and glean valuable insights from your marketing efforts.

 

Catch the highlights from this #PPCPodcast episode below

Cross-Channel Attribution: Bizible’s “Bread-n-Butter”

1.     Single-touch attribution gives rise to a model bias because you only optimize for those first or last performance activities. This ultimately results in unintentionally shrinking your funnel and overall growth.

2.     Engage with your audience on all channels – both online and offline. The typical customer journey includes a wide range of touchpoints. As a marketer, you want to understand the impact of every customer interaction from paid keywords to conference booth demos.

3.     Some basic pieces of attribution may not work, but perhaps that’s not always a bad thing.  Relying too much on attribution as a way to assign a value to multiple interactions can leave holes in the consumers’ thought process.  It’s not always necessary to quantify new bits of information and data you come across.  Find a balance between customer focus and attribution data by looking more closely at trends and foster more conversations with your marketing team.

4.     Using false signals is worse than having no signals at all because you end up optimizing for the wrong channel. Instead, use a multi-touch attribution model to properly attribute revenue across all your marketing channels to “give credit, where credit is due”.

 

#PPCPodcast: The Future of MarTech with Scott Brinker

Posted by on Jul 8, 2016 in The PPC Show [Podcast]
#PPCPodcast: The Future of MarTech with Scott Brinker

Since the dawn of time there’s been a common misconception about marketing and software technology. Most people consider marketing and software tech two separate functions, much like right brain (creative) vs. left brain (analytical) thinking.  But, technology is rapidly iterating upon itself as we transition into a completely digital world.

To stay relevant and profitable, marketers must adapt to thinking like a software developer.

 

Marketing + Technology = Success

Where does this misconception about marketing and software come from?

We sat down with Scott Brinker, co-founder and CTO of ion interactive and author of the book “Hacking Marketing” to learn how the rapid growth in MarTech impacts the modern marketer’s ability to apply a lucrative strategy. Passionate about all things marketing technology, Brinker regularly covers the latest #MarTech trends on his blog, Chief Marketing Technologist. In his new book, “Hacking Marketing”, Brinker provides a deep dive into the interaction between marketing and technology.  The symbiotic relationship developing between these two industries is forcing marketers to become pseudo-technology experts.

To remain competitive and keep up with industry trends, marketers need to acquire similar technical skill sets as their counterparts in the engineering department.
 

 

The Nuts and Bolts of the “Agile Methodology”

While the relationship is still fairly new, top marketers are eager to figure out how these two industries will innovate together. Brinker introduces a framework that helps all companies, regardless of size, efficiently execute focused marketing objectives.  The “agile methodology” suggests marketers parcel big projects into multiple short-term goals and distribute deadlines over 2-4 week sprints. Team members can give and receive frequent feedback and track progress over time. The idea is to ensure short-term goals align with capitalizing on bigger marketing objectives. In this way, the marketing team can work cross-functionally to manage more projects and work faster.

Challenges of the Marketing Technology Industry

Brinker offers advice on how to combat the looming challenges facing the marketing technology industry as it stands today.  One prominent challenge he addresses is how not all marketing tech companies are the same, and shouldn’t be. We are in the midst of a rapid marketing tech boom and companies have adjusted to this seismic shift differently. For example, some of the larger brands elected to continue with the status quo and keep business as usual, while others try to adapt by expanding their outreach and networks. On the other hand, the nimble nature of start-ups make them prime candidates to better capture niche market audience segments.

Brinker recognizes the boundaries between the marketing industry and its sister departments remains unclear. Where do we draw the lines between marketing, product, customer service, sales, and even growth or analytics? Any successful marketing objective will need multiple departments involved in the execution.  At this point, defining individual roles and department responsibilities becomes crucial to your sprint planning.

Key Takeaways

The marketing tech world is in constant flux. Scott Brinker reminds marketers how to stay agile in a highly competitive MarTech landscape. Brinker challenges brands to approach marketing tech with an open-mind in order to see long-term benefits.

Listen to the full #PPCPodcast episode here.

Interested in learning more PPC advertising tips like this?

Tune in every Tuesday at 10 AM PST to catch the latest episode of #PPCPodcast.

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#PPCPodcast: Let’s Chat AdWords Bidding Tips with HouseTrip’s Rumyana Miteva

Posted by on Jul 1, 2016 in The PPC Show [Podcast]
#PPCPodcast: Let’s Chat AdWords Bidding Tips with HouseTrip’s Rumyana Miteva

Google Adwords is a PPC manager’s double-edged sword. AdWords offers a robust suite of tools to help PPC managers yield impressive campaign results, but this highly competitive auction requires more than just a “shoot from the hip” strategy.

PPCPodcast- Let's Chat AdWords Bidding Tips with HouseTrip's Rumyana AdWords Bidding Strategy via blog.adstage.io

Running a successful AdWords campaign goes further than simply raising bids. Instead, PPC professionals must understand how to apply a scalable strategy to generate optimal results.  To help explain this further, we sat down this week with Rumyana Miteva and asked her about her thoughts related to ad campaigns, advertising goals, and bidding tips as it it applies to her company.  Originally from Bulgaria, Rumyana currently works out of London, as the Head of Performance Marketing at HouseTrip.

With seventeen plus years of experience, Miteva understands the importance of network expansion. More importantly, she has a wealth of experience under her belt; sharing how crucial it is to track campaign success and stay on top of what it is working and what is not.

In this podcast, she shares insights about the management process of her own company and how to optimize AdWords bidding strategies for advertisers. In addition, she offers valuable tips for generating efficient revenues from ad campaigns. Finally, we learn about her thoughts on newer topic trends and the impact on advertising.

Listen to the full #PPCPodcast and check out some highlights below.

[LISTEN NOW]

Things to Keep in Mind with AdWords

  • Getting your tracking setup right is crucial and the first step
  • Competitiveness is high, so be efficient about how allocate your budget towards bidding.
    • For example, bidding on position #1 may deplete your budget too quickly.
  • 
Focus on the metrics that matter:
    • Return on ad spend
    • Conversion rate by destination page

Bidding

  • Track and optimize down to revenue by campaigns
  • Segment out and bid towards device performance
  • Bid different by major geographic locations
  • Test Google’s Flexible Bid strategies
  • Bid to target positions through Google and to outrank competitors

Other strategies to test

  • Take full use of  Google services and policies, which are available to advertisers
  • 
Keep a close eye on what is out there, think of multiple strategies and tools
    • 
Depends on specific objectives and businesses
  • For B2B or B2C companies:
    • 
Keep a good balance between spending vs. revenue → want good return on investment
  • 
Target towards Certified Public Accountants
  • 
Remarketing Lists for Search Ads (RLSA): easy to use through Adwords editor, great way to keep people engaged, and interested
    • Tailored ad targeting
    • 
Possibly treat it as something special; build a separate Adwords account for RLSA
    • 
Add target audiences
Continue on existing searching campaigns, build off of what’s there

Interested in learning more AdWords tips like this?

Tune in every Tuesday at 10 AM PST to #PPCPodcast.

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