Wednesday, December 3rd, 2008
Whitepaper: 9 Tips for Organizing Your PPC Campaigns
Anyone who’s managed a PPC campaign knows that keeping it organized and running it at peak efficiency is no picnic. Unlike SEO, you’ve got real cash on the line — so you really have to stay on top of your campaigns.
Our newest SMN Whitepaper is a handy guide for anyone involved in paid search: “9 Tips for Organizing Your PPC Campaigns.” You’ll get a bit of history and background on Google’s AdWords, plus tactical advice on how to manage your PPC campaign. And, you’ll learn more about campaign structure, the difference between Search and Content network campaigns, how to organize ad groups, and more.
Download this free whitepaper now at Search Marketing Now. Thanks to Lyris for sponsoring this whitepaper.
And, mark your calendar for these upcoming free SMN Webcasts:
Search Marketing 2008: What We’ve Learned, Where We’re Headed
Thursday, December 11 - 1 PM EST
Speakers: Chris Sherman, Dana Todd, Greg Sterling, Jeffrey Pruitt
Register here
Paid Search for Big Sites, Big Brands
Tuesday, January 13 - 1 PM EST
Speaker: Chris Sherman
Register here
Blended Search 2009: Strategies for Large SEO Campaigns
Wednesday, January 21 - 1 PM EST
Speaker: Chris Sherman
Register here
Thursday, October 9th, 2008
SEM Agencies and Reporting: Best Practices for Success
It’s one thing to come up with amazing results for your clients, backed by solid data and analysis. It’s another to consistently communicate this in such a way that you foster and grow your agency-client relationship.
When well done, proper reporting and analysis well guide and improve all campaign efforts; support your client internally; and ultimately assist you in deepening and growing the engagement.
Our October 23 webcast will look at the coming of age of data and analysis – how the best marketers and agencies have moved from mechanical handling of rough data to true analysis.
SEM Agencies and Reporting: Best Practices for Success
Speaker: Kendall Allen, Senior Vice President, Digital Services, MKTG
Thursday, October 23, 2008 – 1 PM EDT
As a performance-based media and methodology, blended Search has its roots in data. In fact, it was PPC that first emerged as the Internet re-emerged in the early 2000s – as an ultimately trackable method of online marketing and therefore a go-to media for serious digital marketers. So, you are only as limited as your devotion to quality, depth and directional insights.
This webcast is a ‘must-attend’ for small and medium sized search agencies looking to improve their analysis and reporting process.
We’ll look at:
Establishing the right tools set
Fostering an ethos of strategy and analysis
Setting the framework: business and marketing plan; objectives and metrics; tracking solution – with clients
How to turn data into an interactive conversation
Engagement growth through true analysis and guidance
Collaborating within the agency to improve your own infrastructure, process and reporting product
Thanks to acquisio for sponsoring this webcast.
Wednesday, October 1st, 2008
5 Ghastly PPC Mistakes to Avoid - October 14 Webcast
It’s October and that means Halloween is coming - so we’ve given our mid-October webcast a fitting Halloweenish title. Don’t be frightened…register now!
5 Ghastly PPC Mistakes to Avoid
Speaker: Patricia Hursh, SmartSearch Marketing
Tuesday, October 14, 2008 - 1:00 PM EDT (10 AM PDT)
In this webcast, we’ll hear from a seasoned expert about mistakes that can trip up anyone managing a PPC campaign. Whether you’re just starting out - or have been involved in paid search for years - we’ll share both basic and advanced PPC tips that can be learned from others’ past mistakes.
Patricia will cover a range of issues involved in managing a PPC campaign, including:
PPC Campaign Structure
Quality Score Tips
Click-Through Rates vs. Conversion Metrics
…and more. Thanks to Marin Software for sponsoring this webcast.
It’s free - register now!
Tuesday, September 9th, 2008
PPC’s Hidden Opportunity: Advertising on Content Networks
Our next webcast looks at one of the fastest growing segments of paid search - content networks - and why anyone involved in paid search advertising needs to understand how content ads work.
PPC’s Hidden Opportunity: Advertising on Content Networks
Speaker: David Szetela, Clix Marketing
Tuesday, September 16, 2008 - 1:00 PM EDT (10:00 AM PDT)
Register now - it’s free!
PPC advertisers have traditionally shied away from advertising on content networks like the one included in Google AdWords, fearing high cost and low response rates. But that’s all changing, and if you’re involved in paid search advertising you need to understand how this piece of the PPC puzzle works.
This webcast takes you through the secrets of controlling ad spend and placement, from the right way to assemble keyword lists to making optimal use of performance reports, to best practices in text and non-text ad creative. Learn the secrets of getting double-digit conversion rates and high ROI from content network advertising — the segment of PPC advertising that’s growing faster than search.
In this webcast you’ll learn:
• How to build great content keyword lists
• Why content ads are different from search ads – and how to create them
• What you can do to control costs and improve conversion rates
David Szetela is president of Clix Marketing. This webcast is sponsored by Marin Software.
Register now - it’s free!
Monday, August 11th, 2008
How to measure the value of *all* your keywords….Webcast, September 4
Sure, you’re measuring keywords in your paid search campaign - you know which ones are leading to clicks and conversions.
But what about the keywords that led up to that last click? Are you paying attention to the “assisting” keywords - the ones that preceded the conversion?
In our September 4 SMN Webcast, Steven Kaufman will show you how to more accurately measure the value of your keywords by analyzing the role they play in the entire customer search cycle - from generating interest up to a conversion. Roger Barnette will follow this with a brief case study/report outlining a real-world example of how proper optimization of assisting keywords can increase ROI.
Getting More From Large, Complex Paid Search Campaigns:
Increasing ROI Through Keyword Analysis and Optimization
Thursday, September 4, 2008 - 1:00 PM EDT
Speakers:
Steven Kaufman, Senior VP, Digitas
Roger Barnette, President, SearchIgnite
Our speakers will cover:
* Why it is important to understand the value of “assist” keywords and all clicks leading up to a conversion
* How to measure the value of all keywords within your portfolio
* When to use differing optimization strategies including Portfolio Optimization, Keyword Position, or Day Parting
Friday, August 1st, 2008
Upcoming SMN Webcasts: Social Search, PPC Accounts, Keywords..
Monetizing Social Search: Using Real-Time Analytics & Behavioral Tracking to Enhance Content & Function
Tuesday, August 5 - 1 PM EDT
Speakers: Marty Weintraub, aimClear & Michael Wilson, Vignette Software
This webcast will look at how the combination of real-time analytics and user behavior can be used to enhance – and improve – the overall experience and ultimate ROI of your website. You’ll learn:
- Why it’s critical to understand real-time where your users have come from
- How user real-time behavior data can be used to enhance the search or ecommerce experience on your site
- What type of social data you should be measuring on your website’s “social graph?”
- What kinds of results successful marketers have found by blending analytic and social data
Register now - it’s free!
The Social Graph: The Key to Search Marketing’s Future?
Thursday, August 14 - 1 PM EDT
Speaker: Chris Sherman, Search Engine Land
“The social graph” is garnering a lot of attention these days, including a vigorous debate between search marketers who believe leveraging social networks is the next big thing, and traditional search marketers who dismiss social search as the latest fad. Find out more, as Chris Sherman explores:
- The types of social media sites that appeal to search marketers
- How to understand and leverage the “social graph” of influentials and power users for maximum impact
- How campaigns on social networks can quickly go viral, producing tons of traffic
- How to sustain interest after the first spike of interest fades
- How much time and resources should search marketers invest in social search campaigns
Register now - it’s free!
PPC Tips for Success: Building a Winning Account Structure
Tuesday, August 19 - 1 PM EDT
Speaker: Addie Conner, CourseAdvisor, Inc.
Whether you’re starting from scratch, expanding an existing campaign, or have just inherited someone else’s PPC campaign, building the proper account structure at the outset is critical. This webcast covers PPC account structure — why it’s important, what factors you should consider before you get started, and how you can go about developing a structure that’s right for your campaign. You’ll learn:
- How Quality Score factors into your account structure
- When to use multiple accounts in your campaign
- What the search engines see - and why it’s important to know
- What to consider when evaluating automated tools
Register now - it’s free!
Coming in September:
September 4:
Getting More From Large, Complex Paid Search Campaigns: Increasing ROI Through Keyword Analysis and Optimization
Speakers: Steven Kaufman, Digitas & Roger Barnette, SearchIgnite
In this webcast, Steven Kaufman will show you how to more accurately measure the value of your keywords by analyzing the role they play in the entire customer search cycle – from generating interest up to a conversion. Roger Barnette will follow this with a brief case study/report outlining a real-world example of how proper optimization of assisting keywords can increase ROI.
Attend this webcast to learn how properly valuing the impact of all keywords across paid search can materially improve the ROI of your search marketing campaign and improve campaign efficiencies.
Register now - it’s free!
Tuesday, July 8th, 2008
Pre-webcast Q+A with Chris Sherman - Paid Search Testing & Experimentation
For our next webcast, Paid Search Testing & Experimentation: Optimizing for Superior Results, we invited viewers to submit questions in advance to Chris Sherman. Here are just a few:
Q. How do you benchmark positions results knowing that within Google AdWords there is a gap between the position within Google ( web) of the add and what you see within the dedicated page of Google sponsored listings
Chris Sherman: The position of a search result is just one variable among many to consider in a well-designed ad test. There are many other factors that are equally, if not more important to consider - especially if you’re doing a complex multivariate test that looks at hundreds or possibly thousands of variations of your ads. A well-designed test will also help you pinpoint the ads that ultimately perform the best, regardless of their ranking, apparent quality score or other factor - and that’s the bottom line reason why testing and optimization is so crucial for success.
Q. On sites where the goal is not converting on a landing page but rather ad impressions which translates into maximizing pageviews / visit or reducing bounce rate, how would you test the user experience across multiple pages? What tools would you suggest?
and
Q. Can Chris talk to the metrics he has seen used for assessing the sucess of optimization programs in media companies? (ie; where you are not driving actual transactions).
Chris Sherman: In both of these cases, it’s useful to think of conversion as a process with several variables that can indicate success. In the webcast, I’ll talk about creating a “conversion funnel” that helps you visualize and measure conversion when you’re dealing with less tangible success metrics.
Join us this Thursday, July 10 at 1 PM EDT for more from Chris Sherman. Registration is still open - it’s free!
Thanks to iProspect for sponsoring this webcast.
Saturday, June 14th, 2008
Pre-webcast Q+A with Jon Kelly: Quality Score
For our June 18 SMN Webcast, “Decrypting Quality Scores,” we invite you to submit questions ahead of time. Our speaker, Jon Kelly has answered a few… We thought we’d share some with you to give a peek at what you’ll learn on this webcast.
Thanks to Marin Software for sponsoring this webcast.
What’s the best quality score you can get? Is it “Great” and min bid of 0.01? Should you go for that goal? What’s a checklist so you know you’ve done everything you can?
Minimum bid is mainly determined by your Landing Page Quality Score, but yes it can be as low as 1 cent. You really only need to worry about the minimum if what they are asking you to pay is more than what you want to pay.Of course, what you want to pay is determined by your ROI and traffic volume needs. Come to the upcoming webcast for a best practices check-list, but the one word answer is “relevance.”
Can you keep an existing quality score when moving the campaign from one agency to another?
Yes, the quality scores follow accounts not agencies. If you have large accounts, it’s a good idea to give Google a heads up that you are switching over.
Googles Query String Report - How would you recommend digging in to the “unique queries”?
The Query String Report is a great way to see what people actually typed to get to your site. Look for patterns and “groups” you can establish. If you can segment searches into, say a dozen groups, you can establish a unique selling proposition for each and then craft your ad creative and landing pages accordingly.
Didn’t see your question here? Tune in Wednesday, June 18 at 1PM EDTfor “Decrypting Quality Scores” with Jon Kelly, Vice President at SureHits.
Tuesday, May 6th, 2008
PPC, Analytics, SEO - May webcasts from Search Marketing Now
We’ve got a nice mix of webcasts in May - register now for any or all — they’re free. SMN webcasts run about 40-50 minutes and start at 1 PM Eastern Time.
Questions or comments? Email us: webcasts@searchmarketingnow.com
Tuesday, May 13
Managing Big, Complicated PPC Campaigns
Speaker: David Szetela, Clix Marketing
Sponsored by Marin Software
PPC expert David Szetela looks at how to successfully manage large paid search advertising campaigns, from keyword research to campaign management tools that can help.
Click here to register.
Thursday, May 15
Web Analytics and Beyond: Bridging the Online-Offline Gap
Speakers: Christine Churchill, KeyRelevance; Keith Maddox, SiteAcuity
Sponsored by SiteAcuity
Christine Churchill of KeyRelevance gives an introduction to web analytics, with a look at how to track offline conversions. Keith Maddox of SiteAcuity will provide case studies involving web-to-phone tracking. Click here to register.
Thursday, May 22
Big Brand Search Engine Optimization
Speaker: Chris Sherman, Search Engine Land
Sponsored by iProspect
Chris Sherman, Executive Editor of Search Engine Land, discusses how large organizations with complex websites can effectively implement SEO as part of their marketing mix.
Click here to register.
