Must-Read Posts On PPC And Other Topics

I’ve been bookmarking great PPC posts like a madwoman the past few days, and some of the posts are too good not to share. Here are my must-read posts on PPC, and on a couple other topics that PPC managers will find useful.

Excellent Bidding in PPC by Lauryan Feijen. This long but worth-the-read post covers how to effectively bid on keywords for best results. If you’re looking to meet your PPC goals, check this one out.

Multi-Ad Group Testing by AdAlysis. This video is intended for users of Brad Geddes’s AdAlysis tool, but it’s worth a watch for anyone looking to streamline ad copy testing across large accounts. You could apply the principles outlined in the video to a pivot table and gain similar insights with a few calculations, although it would take significantly more time than it takes in AdAlysis.

Incidentally, I’m a huge fan of AdAlysis. If you manage multiple accounts or have a large account with multiple ad tests, this tool is a must for saving time on test analysis.

Google AdWords Remarketing Lists For Search Ads (RLSA): The Ultimate Guide by Lisa Raehsler. An oldie but a goodie, this Search Engine Watch post is a must-read primer for anyone looking to take advantage of the power of remarketing lists for search ads.

The next 2 posts are on giving great presentations. Even if you don’t speak at search conferences, you probably have to give presentations to clients, or to co-workers if you work in-house. I bookmarked these 2 posts because they’re loaded with tips that I can use right away to make my presentations better.

Making Great Presentations by Ian Lurie. A true lesson in the “less is more” philosophy, Ian’s Slideshare deck will have you fine-tuning your PowerPoint decks in no time.

Free Resources For Great Presentations by my friend Aaron Levy. Aaron gave this presentation at his alma mater, Villanova University – but the lessons in this post apply to far more than just college students. Everyone can benefit from the resources he offers up in this killer post. (Disclosure: Aaron credits me with providing ideas for his presentation, and I did send him a few tips – but this post has given me way more than I gave it!)

Give these great posts a read or view – you won’t be disappointed. Got any great PPC articles to share? Post in the comments!

Related Posts:

SES Atlanta 2014 Takeaways

Earlier this week, I had the privilege of speaking at SES Atlanta, a one-day return of the classic SES conference. It had a very different feel from the bigger shows, and it was great to meet a lot of attendees and speakers who aren’t part of the larger-show circuit.

The content was very good, with high-quality speakers. Here are a few of the takeaways from the keynotes and paid search track at SES Atlanta.

The morning opened with a keynote by Duane Forrester from Bing. Duane has been around since the early days of search, and his keynote was very forward-thinking. I love that about Microsoft & Bing speakers – they really do seem to have their fingers on the pulse of what’s coming. Duane talked about all the ways that mobile is changing the world of search, in a good way. Did you know that the Tesla car has a 20 inch screen powered by search data? And did you know that my home state of Michigan is one of only 4 states that has approved the use of Google’s self-driving cars? I didn’t either.

I got one of the best ad copy writing tips I’ve heard in a long time from my friend Lisa Raehsler of Big Click Co. For inspiration, watch QVC or infomercials and take notes! Note the calls to action, benefits, and other language they use. It’s very persuasive and can be tested in PPC.

Tracking microconversions was a theme throughout several of the presentations. Kevin Lee talked a lot about tracking microconversions such as newsletter signups or contact form fills, especially in the B2B environment, where actual sales can be few and far between. Omri Levin and Ken Williams of Search Discovery demonstrated how to set up remarketing segments based on microconversions.

The last keynote of the day was by none other than Marty Weintraub of aimClear. It was vintage Marty, with 150 slides for a 30-minute presentation. As always, he got through all of them.

I presented a B2B paid social case study. I had a ton of fun and met a lot of great people. You can check out my presentation below.

Did you attend SES Atlanta? What did you think of the show? Share in the comments!

Related Posts: