How to Solve the 3 Biggest PPC Problems

Even the best PPC managers run into problems from time to time. But PPC problems aren’t really problems if you know how to solve them.

High Traffic, Low Conversions

Novice PPC managers and new advertisers will inevitably have a campaign or ad group that drives a lot of traffic, but few to no conversions. Remember, rarely will generating clicks be your goal – the goal is to drive conversion actions on your website.

But novice PPC managers will often fall into the trap of believing the search engines: focusing on high CTR and traffic. The default setting for search campaigns in both Google and Bing is “optimize for clicks,” rewarding the ads with the highest CTR.

Forget all that. Focus on your goal, which is driving conversions. If you have a campaign or ad group with high traffic and low conversions, first look at traffic by keyword. Is one keyword driving the bulk of non-converting clicks? If so, pause it right away. Did you accidentally use broad match when you meant to use exact match, or mistakenly add a keyword like “keyword”? (Don’t ask how I know this.)

Maybe you have an ad that isn’t performing – likely because it’s making a promise that’s not delivered on the landing page. Pause that ad.

Or maybe your landing page isn’t performing well. This is probably the most common reason I see for high traffic and low conversion rates – terrible landing pages. Take a long hard look at your landing pages and your website. You may even want to pause your PPC campaigns until you can fix the issues on your website.

Don’t forget to check and make sure your ads are driving to the right page, and that the page and any associated conversion tracking is working. It’s not unusual to find broken landing pages or tracking codes.

Low Quality Scores

Quality score is one of the most misunderstood metrics in terms of its importance. While I don’t believe you should optimize for quality score as one of your key KPIs, you shouldn’t ignore it either.

If you have a lot of low quality score keywords in your account, you have a problem. The problem may be as simple as being in an industry that has traditionally low quality scores  – a lot of B2B advertisers fall into this category. But if you’re an ecommerce advertiser, or you’re seeing low quality scores on brand terms, you have a problem.

Use the ad diagnostic tool to see where the problem lies. Is it your landing pages, CTR, relevance, or a combination of all three? The ad diagnostic tool will give you a starting point.

Then set about fixing the issues. If you have low quality score keywords that aren’t generating much traffic, or aren’t converting, just pause them. If they’re super relevant, or if they’re converting, consider moving them to their own ad group. Write very specific ad copy that includes the keyword. Use the very best landing page. Often these steps will boost quality score.

If your landing page is the problem, you can use Bing Ads Intelligence to help diagnose the issue.

Poor Landing Pages

This relates to the first two PPC problems – can you sense a theme here? Landing pages are often a huge issue, and yet are the last thing PPC pros focus on sometimes.

If your landing pages are poor, you’ll have trouble getting good ROI. Fixing your landing pages is a must. As mentioned earlier, you may have to pause your PPC campaigns temporarily while you fix your landing pages and website.

Look critically at all elements of the page. Does the page try to do too much? Is it cluttered, with no area of focus? Does it lack a headline and clear call to action? Try putting something in the cart and checking out. Are all the steps logical? Are there any barriers to conversion? Features like email signup interstitials and other popups are popular, and yet can distract a user from actually buying from you. Remove these from your landing pages, or wait to serve them until after the person has checked out.

With a little sleuthing, you can solve the biggest PPC problems. How do you solve tricky PPC problems? Share in the comments!

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Top 21 Women In Search Marketing to Follow on Twitter

It seems like every week someone comes out with “top” lists of people to follow on Twitter. I’ve seen top digital marketers and the smartest women on Twitter, but I haven’t seen a list of women search marketers that featured PPC pros.

With that, here are the top 21 women in search marketing to follow on Twitter.

Annie Cushing. Annie tweets about SEO, site audits, and super awesome Excel hacks.

Arianne Donoghue. Arianne is a UK-based PPC expert, smart and fun.

Christi Olson. Christi works for Bing Ads; tweets great live coverage of conferences and other PPC stuff.

Ginny Marvin. Ginny is the PPC writer for Search Engine Land. Follow her for the latest PPC news.

Pauline Jakober. Pauline runs the Group Twenty Seven agency and tweets a lot about B2B PPC.

Amy Hoffman Bishop. Amy works for Clix Marketing and has been around the PPC scene for a while. She tells it like it is.

Jennifer Slegg. Jen owns JenSense and is the founder and editor of The SEM Post. Find SEO and PPC news on her feed.

Katie Tonkin. Katie works for PointIt and has become a strong voice in the PPC community over the past few years.

Lisa Sanner. Lisa also works for PointIt, as the VP of Search Marketing. Follow Lisa for strategic PPC advice and tips on dealing with clients.

Maddie Cary. Maddie rounds out the PointIt troika. She tweets about PPC with a Beyonce twist.

Ann Handley. Ann is a content marketing and testing wizard.

Merry Morud. Merry works at aimClear and tweets about paid social. She can answer all your tough paid social questions.

Michelle Morgan. Michelle works for Clix Marketing and is a frequent poster to PPCChat.

Julie Friedman Bacchini.  Julie doesn’t pull any punches. She shares PPC knowledge and excellent blog posts on Twitter.

Meg Geddes. Meg’s been online longer than many PPC pros have been alive. Her Twitter feed is a mix of PPC, SEO, and sarcasm.

Kim Thomas. Kim shares lots of great PPC knowledge and conference coverage.

Purna Virji. Purna works for Bing Ads. She’s ever-positive and helpful on Twitter.

Kristine Schachinger. Kristine is an SEO who’s not afraid to call out bad practices.

Susan Wenograd. Susan shares a healthy mix of ecommerce, analytics, and other killer PPC tips.

Susan Waldes. Susan is president of Five Mill Inc. She tweets about PPC strategy, analytics, and more.

Mona Elesseily. Mona doesn’t tweet often, but when she does, you’d best listen. One of the long-time voices in the PPC industry.

I hope you’ve found some new people to follow on Twitter on this list! Did I miss anyone deserving? Share in the comments!

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Why SMB Retailers Don’t Do Search

Retail, or online shopping, is an integral part of Google and Bing’s success in PPC. Amazon and eBay are probably the best-known and most ever-present retailers in PPC, but countless others are selling millions of dollars of products via PPC every day. I got my start in search doing in-house PPC for an ecommerce site.

Despite all the activity by huge online retailers, a study released by BIA Kelsey shows that SMB retailers “only spend about $700 annually on paid search.”

$700 annually is nothing in the search world. Why aren’t these SMBs taking advantage of PPC, one of the most effective direct marketing channels out there?

Retail search is hard.

A few years ago, PPC was less complicated. You picked keywords, wrote ad copy, set your bids, and you were off and running. Nowadays, there is more competition in paid search, and limited inventory. There are only so many impressions for “Nike running shoes,” and hundreds of retailers selling them. It takes time, attention, and know-how to be successful in retail PPC.

Website optimization has gone to the next level, too. Tools like Unbounce and Optimizely have made it easy and inexpensive for even novice website owners to run multivariate tests. Ecommerce tools like Magento and Shopify have streamlined the back end of ecommerce, including shopping cart software. While these tools have made some tasks easier, they’ve also leveled the playing field – making small businesses that don’t use these tools look unprofessional.

And anyone who’s ever tried to set up a Google Shopping feed can tell you that feed setup alone is enough to make even seasoned PPC pros give up. Google Shopping is a powerful tool for ecommerce vendors, but it requires different skills and optimization tactics than traditional keyword PPC. It’s nearly impossible for a small mom-and-pop store owner to master both Shopping and keyword search, and SMBs can’t afford to hire agencies to do this for them.

Retail search is time-consuming to manage.

Let’s take 2 examples. If you’re a small hair salon with a website, chances are you have one conversion: booking an appointment. You might bid on keywords that describe the various services you offer in the salon, but those will stay relatively static over time, and the goal is to drive appointments. PPC for this type of small business is straightforward.

Now, let’s say you’re a small women’s clothing retailer. Even though you only sell to women, you probably have multiple items available for sale. And each item comes in different sizes, styles, and colors. You don’t just have women’s sweaters: you have women’s cotton cardigans in sizes 2-16 and a variety of colors; women’s crewneck wool sweaters in sizes 2-18 in navy, gray, and green; women’s cashmere sleeveless sweaters in sizes 2-16 in 5 colors, etc. You probably also sell pants, skirts, blouses, blazers, shoes, and accessories – each in a variety of styles, colors, and sizes. It’s easy to see how running PPC for even a focused small business like this would quickly become a full-time job.

So what do small retailers do for marketing? According to the study, most SMBs in the retail space spend their money on social media.

Social Seems Easier

If you’re a small retailer, you may have an hour a day to spend on marketing (and that’s if you’re lucky). What are you going to do with that hour? Are you going to do keyword research, write ad copy, review bids, set up a shopping feed, look at search query reports, and create reporting dashboards? Or are you going to write a few Facebook posts and schedule them for publication?

Social media, especially Facebook, feels familiar to most people these days. Even our grandparents are on Facebook. For retailers, it’s easy to talk about a product or promotion, add a link, and call it a day – after all, you’re probably in Facebook anyway checking your personal feed. What better way to tell people about your business than by posting photos and links on Facebook?

Even Facebook Ads seem easier than search PPC – and SMB retailers spend 11.2% of their budget on Facebook ads, compared to 2.7% on paid search.

Facebook ads can be targeted locally. While search ads can, too, search ads feel more complicated. And Facebook ads can be targeted by interest. The small women’s clothing retailer in our earlier example can easily run Facebook ads targeting women ages 25-45, within a 20 mile radius of their store, who like fashion, are professionals, etc. For Facebook ads, you just describe your target customer and set that as targeting. No keywords, bids, or other “hard” stuff to worry about.

Still, less than 30% of SMB retailers are using Facebook ads. Most of them are just doing organic Facebook posts. And who sees those? Current customers and a few of their friends, maybe?

SMB Retailers Focused on Current Customers

According to the study, “retail SMBs are more invested in customer lists than SMBs in other verticals”. Marketing to current customers, especially in retail consumable goods, is smart. It’s easier to woo a returning customer than to acquire a new one. SMB retailers are also using mobile marketing such as mobile coupons and text messages.

It’s great to see that SMBs are taking advantage of mobile marketing, and paying attention to current customers. Many larger businesses could learn from them.

But there needs to be a balance between marketing to current customers and acquiring the customers in the first place. Search is probably one of the most efficient ways to attract new customers – but only if you know what you’re doing. The knowledge gap is why most retailers don’t use search.

Editor’s Note: This post originally appeared on The SEM Post on July 16, 2015.

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Does PPC Work For All Businesses?

Matt Umbro started an interesting discussion last week with his post titled Why SMBs Should Not Run AdWords Accounts. He defines SMBs as advertisers with a budget of $500 per month or less, and says that’s not enough budget to compete and be successful.

Mark Kennedy wrote a detailed counterpoint on the topic called Paid Search Can Work for SMBs – Even the Little Guys! Both Matt and Mark’s posts were well thought out and made good arguments.

Believe it or not, I’ve been mulling this topic for some time, after I saw this question on Quora: Does Google AdWords work for all businesses? The answers to the question range from the ridiculous to the sublime, but one poster sums it up well:

“(Adwords) also only really works if you know what the hell you’re doing… It’s so easy to burn through budgets very quickly and pay for clicks from people who never had any intention of becoming a lead or purchasing anything from you.

All the clients I’ve had have attempted some form of PPC themselves, realised they thought it was simple but they’ve spent a whole load of money on something they don’t understand. I’ve then gone into the account, showed them the type of keywords people have entered which they have paid for – this tends to shock them because they thought they were bidding on exact match keywords. They also tend to lack conversion tracking (if there is no measure of what is success, how can you be successful?).”

I’ve written before about why inexperienced people should not attempt to DIY PPC. It’s too expensive and there are too many pitfalls, as the Quora poster says above. No matter what your budget, if you haven’t outlined clear goals and set up conversion tracking, Adwords or any other PPC program will not work for you.

But what about the small business question? Should small businesses use Adwords?

I’ve run small PPC campaigns a few times in my career. Some were agency clients, and some were side jobs I took on. I have to be honest: I haven’t found $500/month clients to be very profitable, for me or for them. In his post, Mark Kennedy offers several examples of small clients who used geotargeting and other tactics to their advantage.

That’s great, and it makes sense – but I’ve found that Facebook works much better in most of these instances. Clicks on Facebook are significantly cheaper than clicks on Adwords or even Bing, so your money goes a lot further. Even direct ecommerce or lead generation is more efficient on Facebook at small budgets, in my opinion. Matt Umbro also mentioned Facebook as a good alternative for small advertisers.

Mark Kennedy also talks about how to charge for small clients. This is where the problem lies, in my opinion. Mark says he charges about $75 per month for $500 clients. Even if you only charge $75 per hour for your time (which is low for this industry), that only gives you an hour per month to work on that client’s account. In his post, Mark says “Phone calls that are just a quick question turn into hour-long conversations. An email with one question turns into a trail of follow-ups.”

That’s been my experience as well – small clients are less sophisticated, and need more hand-holding. They often don’t understand basic marketing principles, much less the nuances of Adwords. They frequently have issues on their website that need troubleshooting – and lack an in-house developer to fix them, leaving me to answer web dev questions (which, trust me, is not a good use of their time based on my limited dev knowledge!).

So if you spend an hour on the phone answering quick questions, you’re done for the month – or you start losing money on a client that’s already paying you at the low end of the rate scale. It just doesn’t make sense to me.

Now if you’re running a small PPC campaign part time as an in-house marketer, and you have some PPC knowledge, a $500 budget might work. But in my opinion, there are better uses of your $500.

It’s been interesting to watch the conversation on PPCChat on this topic. What’s your take? Share in the comments!

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Ad Blockers and PPC

Ad blockers. A 2-word phrase that can strike fear into the hearts of PPC professionals. After all, we make our living from online advertising. The advent of technology that blocks our lifeblood is concerning to say the least.

Ad blockers work by detecting advertising code on a website, leaving blank space. They can also speed up page load times, especially on mobile devices, where content is often painfully slow to load. This is one of the reasons ad blockers have been adopted at a high rate – Smashing Magazine claims that 75% of their readers use them, and the iOS ad blocker app has been downloaded hundreds of thousands of times.

From a user standpoint, it’s pretty easy to see the appeal of ad blockers. I’m so tired of interstitials and pop-overs interrupting me when I’m trying to read an article online. On mobile, it’s often impossible to close or move the interstitials – which leads me to abandon the site entirely. It’s frustrating as a user.

And the web has indeed slowed to a crawl with all the tracking scripts running on many sites. Ad blockers can strip many of these tracking codes, speeding up the user experience – and killing the advertiser’s ability to track user behavior.

As I was researching for this post, I started to think about the definition of an ad. It’s clear that ad blockers define ads as third parties running ads on a website using javascript for Adsense or other ad syndicators. But what about ads for your own content? Aren’t those ads just the same?

Earlier this week, Ad Age ran an article called Three Reasons Why Ad Blockers Are Good for Advertising. They talk about over-saturation of the market, poor targeting, and the need for a better experience – all valid points.

But they contradicted themselves with the experience on their own website! When I first landed on the article, I was served a huge interstitial:

ad age interstitial

Sorry Ad Age – I don’t want to sign up for your “free” full access that you’re going to start charging me for after my “free” 14 day trial. I just want to read one article.

Once I got rid of the interstitial, I was treated to one of the most unappealing visual presentations of a web article that I’ve seen in a long time:

ad age ads

Look at that awful page. I had to scroll every sentence or two just to keep reading. Why? Because it was full of ads FOR THEIR OWN STUFF. Small Agency Guide! Look Book! Sign me up for the email that I just rejected on your stupid popup!

Is this what we’ve replaced “ads” with? Ads for our own crap? Is this the answer to the ad blocker problem? Is this a better experience??

Clearly, both the advertisers and the publishers need to do better. As PPC advertisers, we need to use better targeting. Use frequency caps. Resist the temptation to keep people on remarketing lists forever. Insist that clients use tag managers and limit the number of scripts running on landing pages. Maybe consider reducing your investment in display and remarketing and beef up search and RLSA – but only if display and remarketing aren’t performing. Base decisions on data, not a few outliers.

And publishers, don’t substitute ads for ads. Don’t frustrate and annoy your readers with silly popovers and ads filling the margins of your content. A bad on-site experience is just as responsible for the increase in ad blocker adoption as bad ads are. We’re all in this together. And it’s all about the user.

What say you? Are ad blockers impacting your PPC performance? Do publishers need to do better? Are ad blockers a “sky is falling” non-issue? Share in the comments!

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PPC: Anything But Routine

Robert Brady wrote a great post this week over at the Clix Marketing blog called How Valuable Are PPC Skills Anyway? I love the perspective he shared on PPC skills and commoditization – something that’s been talked about a lot in the search blogosphere of late.

Some people have wondered whether automation will eventually put PPC professionals out of a job. It’s a fair point. Look at the manufacturing industry, where many jobs have been taken over by machines and robots, and others have been shipped overseas, where labor is cheap. Could the same thing happen in PPC?

In his article, Robert postulates that routine PPC tasks can be done via automation. If you’re just doing routine tasks, your job may be in jeopardy. There are tools out there that can do bid management, budget management, keyword research, ad testing, and many other routine tasks.

But if you’re actually working on strategy, and overseeing the work that the tools do, then your job should be secure. Check out this graph that Robert referenced in his post:

graph
Back in 1983, when I graduated high school, the same number of people were employed in routine cognitive and non-routine cognitive jobs. Over the past 30 years, the number of routine cognitive jobs hasn’t grown – the line is nearly flat. But non-routine cognitive jobs have grown – and at a faster rate than the other 3 job types.

Strategic PPC is non-routine cognitive work. I can’t tell you the last time I did the same thing 2 days in a row. It doesn’t happen. Are there routine tasks I perform? Sure. Do I do the exact same thing every day for every account? Absolutely not!

There is a place for routine work in every job out there. But if you’re spending every day doing routine tasks, your job may be taken over by automation someday soon.

It’s my hope that all PPC professionals end up doing non-routine cognitive work. It’s what makes this industry so much fun. It’s also my hope that search marketing conferences start focusing less on how-to tactics and more on strategy. It’s in PPC strategy that our value lies.

Do yourself a favor and check out Robert’s post if you haven’t already. And if you’re practicing or teaching assembly line PPC, you might want to start thinking about PPC strategy a little more. Check out the “pay per click strategy” section on this blog. Read blogs by others. Focus on objectives. Ask “why” every day. In short, make sure you’re doing non-routine cognitive work.

Did you read Robert’s article? How do you balance routine PPC tasks with non-routine PPC strategy? Share in the comments!

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PPC Advice For My 18 Year Old Self

I’ve seen a lot of posts out there recently with people giving advice to their 18-year-old selves. One I liked featured some of the top college basketball seniors, including one of my favorites, Michigan State’s Denzel Valentine.

Tomorrow, my twins will turn 19. I don’t expect either of them to go into PPC – they’re not interested in it – but nonetheless, I was inspired to share PPC advice for my 18 year old self.

Don’t be afraid to fail.

I was an 18 year old hotshot. I did well in school and was good at a lot of things: sports, music, writing, and more. I thought I’d be a huge success right out the gate.

Not even close.

The very next year, when I was 19, I took accounting. It was the hardest class I had ever and would ever take – including grad school, and that’s saying something. I studied for hours every night just to get a 2.5 in the class.

A couple years later, my first job was a disaster. It wasn’t a good fit for me. I failed at it.

But failing is learning. I learn far more from failing than I do from succeeding. At 18, I was afraid to fail. I can’t say I love it now, but I’m not afraid to fail. 18 year olds, don’t be afraid to fail. It’ll teach you a great lesson.

Technology will evolve into something you can’t imagine right now.

Let’s face it – I’ll be 50 next month. I was 18 in 1984. Google wasn’t even a gleam in Larry and Sergey’s eyes – in fact, Larry Page was an 11 year old student right here in East Lansing. The internet itself didn’t exist, at least not publicly. Computers existed, but were not commonly used. We had a Commodore 64 at home, but I didn’t have one at college. No one did. We hand-wrote term papers and then typed them on a typewriter. DVDs and iPods didn’t exist either – we rented VHS tapes and listened to music on Walkmans.

Just the other day I was talking to my daughter about VHS tapes – she had watched the movie “Be Kind, Rewind”  in her film class at MSU and thought it was funny. Even at 18, she remembers using a portable CD player and watching kids shows like Veggie Tales on VHS. A ton has changed in her lifetime, not to mention mine.

My point is, the career you end up with may not even exist right now. Mine sure didn’t. Go with the flow. Learn skills that translate across jobs: writing, thinking, and analyzing will get you a long way in whatever career you choose.

Be curious and ask why.

PPC is like CSI – performance fluctuations are often a mystery begging to be solved. The answers are not going to be fed to you – you’ll need to dig them out. Learn how to research and ask questions. You should always be asking “why” – why isn’t this keyword performing? Why did that ad perform better? Why didn’t this feature work the way I thought it would?

Critical thinking is a crucial PPC skill as well. Don’t believe the hype and hyperbole in the blogosphere – read, understand, test, and think for yourself. Don’t fall for gimmicks like “great PPC hacks” and “this feature is a unicorn” and other hyperbole. Some things you read or hear might work great; others will be a disaster for the accounts you’re managing. Learn to spot the BS.

Find mentors and sponsors.

This advice goes whether you decide on a career in PPC or anything else. Find a mentor or teacher who will take you under their wing and show you the ropes. In every job I’ve ever held, I’ve tried to find someone to emulate. Sometimes it’s been a manager or boss. Sometimes it’s been a more senior coworker. In PPC, it’s often been colleagues I’ve met at conferences or online. The point is, find someone who is willing to answer your questions and give advice. Find someone whose actions you respect, and emulate them.

Also be on the lookout for what I call “reverse role models” – those who show you what not to do. We’ve all had bad bosses and coworkers over the years. Take note of the things that upset you and make sure you don’t do them!

My husband and I have always tried to teach our kids that there are good and bad people out there. You will not always get along with everyone. You’ll have bad teachers, bad classmates, bad sports coaches, and bad neighbors. Learn how to deal with these people in a mature and professional manner. We’ve never allowed our kids to quit or switch just because of a bad teacher or classmate. We’ve helped them learn to deal.

(Let me caveat this by saying we haven’t forced them to tolerate abuse of any kind. There is a time for parents to step in, too – and part of being a parent is knowing when to draw the line.)

Do what you love.

This is perhaps the most important advice I can give. When I was 18, I wanted to be the next Jane Pauley. I loved television and everything about it. I was a telecommunications major at Michigan State and was convinced I had the smarts and the skills. I’d wanted to do this for as long as I could remember.

Obviously, that didn’t happen. I’m not the anchor of NBC Nightly News. By the middle of my junior year of college, I realized I needed to be more realistic. But I didn’t give up on what I loved. My first job was in broadcast – selling advertising for a local radio station.

I learned that I hated selling, but I loved advertising. I eventually got into marketing for a local company. It was there that I got into search when Adwords launched their CPC program in 2002. I’m doing what I love, even though my job now is something I couldn’t even have dreamed of at 18 in 1984.

The moral of the story is, don’t give up on your dreams – but find something practical to pay the bills in the meantime. And be open to new directions.

The Final Word

So much has changed since I was 18 – it’s literally a different world. What was once the stuff of Star Trek fantasy is now a reality. It’s amazing. So to all the 18 year olds out there, enjoy the ride.

What would you tell your 18 year old self? Share in the comments!

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Teachers

I was going to write a post today about ad extensions and their importance, especially now that right hand side ads are gone from Google. But I just wasn’t feeling it. Ad extensions are important, now more than ever. Here’s Google’s take on the issue. Read that. Activate ad extensions if you haven’t already.

There.

Instead, I’d like to talk about teachers. Later today, I’m having dinner with one of my former clarinet teachers. I took lessons from him briefly while he was a grad student at the University of Michigan. Now he’s an internationally renowned performer. I’m super excited to catch up with him.

As I thought about all the great teachers I’ve had over the years, I got to thinking about PPC teachers. Who has taught me PPC skills over the years?

As with many of us who started in the early days of PPC (I started in 2002), I was mostly self-taught in the beginning. SES was a fledgling conference, and SMX wouldn’t exist for another 5 years. Blogs were a new thing, and there weren’t many out there. Twitter didn’t exist either. I got most of my info from either trial and error, or from reading forums: I Help You, Jill Whelan’s High Rankings forum, and later, the forums at Search Engine Watch. Of the three, only High Rankings remains – and Jill’s been out of the search business for a few years now.

There are several individuals to whom I’m indebted for imparting their search knowledge to me in the early days. Andrew Goodman was infinitely patient with the zillions of questions I asked him during a brief consulting engagement in 2002 or 2003, and his e-book on Adwords was dog-eared on my desk as a reference.

Brad Geddes was a regular on the forums back in the day. He answered lots of questions, and I made sure to attend his sessions at SES when I started going in 2003. I also learned a ton from Frank Watson aka AussieWebmaster on the forums.

Matt Van Wagner is one of the nicest guys in search, and he has always encouraged me. I still remember when he came up to me at an early conference in probably 2005 or 2006 and complimented me for asking a good question in a session.

I’m still learning about PPC, even as an old-timer. I learn from the great folks in PPCChat every day. I learn from clients, bosses, and coworkers. If you’re not learning, you’re stagnating and, dare I say, dying.

Who has helped you learn PPC? Give them kudos in the comments!

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Importing AdWords Campaigns to Bing Ads: The Guide

Many advertisers expand their PPC program by by importing their Google AdWords campaigns to Bing Ads. Bing makes it super easy to do so, with import tools in the UI and in Bing Ads Editor.

But many advertisers don’t realize that their job has just started with the import. There are additional steps that need to be taken to get the best possible performance out of Bing Ads.

Lisa Raehsler of Big Click Co has put together an excellent guide to optimizing Bing Ads campaigns after importing from Google AdWords. The guide covers every aspect of optimizing your Bing Ads imports, from search partners to daily budgets to geo-targeting.

If you’re importing Adwords campaigns to Bing Ads, this guide is a must-read. You can read the guide here: Guide-Optimizing-BingAds-From-Adwords.

Disclosure: I’m quoted in the guide. But Lisa did all the work putting it together. Enjoy this valuable resource for importing AdWords campaigns into Bing Ads!

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Let’s Not Kill B2B Whitepapers Just Yet

A couple weeks ago, my friend Kirk Williams wrote a thought-provoking post on the Wordstream blog called Can We Please Kill the Whitepaper in B2B PPC?. When I saw the title, my hackles went up. I started to think: “Kirk, how could you?”, because Kirk is one of my favorite people in PPC.

As I read the post, I found myself agreeing with him. What he’s really saying is we need to kill bad whitepapers in PPC. Bad whitepapers, according to Kirk, are “all too often nothing more than repurposed sales material.”

I agree.

The whole reason for using B2B whitepapers in PPC is to generate awareness and consideration for your product or service. B2B whitepapers are often used in the early stages of the buying cycle, when users are in research mode. No one wants to be sold to when they’re trying to do research. We all know how annoying it is when we’re trying to browse for a new appliance, car, or other considered purchase and some salesperson pounces on us with a hard sell. We don’t like it. Neither do B2B prospects. Repurposed sales material posing as a whitepaper is not helpful and should definitely die.

But good B2B whitepapers are a great fit for PPC. Our clients have created whitepapers offering opinions on news in their industry, checklists for businesses to consider when making a purchase, overviews of how to use their product, and many other valuable topics. The key is to create whitepapers that answer questions the prospect may have as they’re doing research.

Let’s look at an example. Say you’re doing in-house PPC, and your campaigns have grown to the point that you’re thinking about bid management software. This is not an inexpensive purchase, and there are many technical aspects to consider. You probably have 100 questions about what bid management software does and how it can work for your business.

Do you want to read sales brochures at this point? Of course not. You want to read case studies and information on how bid management software has helped businesses like yours.

That’s where the whitepaper comes in. A good whitepaper on bid management will explain what it is, what it can and cannot do, and how businesses can benefit. It will not be a sales brochure.

In his article, Kirk listed several alternatives to the whitepaper. They’re all great. We’ve found, though, that in situations where the user is early in the research process, free trials and discounts are too far from where the buyer is in his or her journey. Buyers at the early stages need something informative that doesn’t feel like a big commitment. Good whitepapers are just the thing.

Should bad B2B whitepapers die? Absolutely. Should all B2B whitepapers die? Of course not! Whitepapers are useful tools that belong in every B2B marketer’s arsenal. And I think that’s exactly what Kirk was saying in his article.

What do you think? Are whitepapers helpful to you as a B2B marketer or B2B buyer? Or should they be killed off? Share in the comments!

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