Archive for the ‘Conference Live Blogs’ Category

Live from Lead Gen Summit: The Marketer as Philosopher

<< by Kari Rippetoe on October 1st, 2013

20131001 093638 1024x768 Live from Lead Gen Summit: The Marketer as PhilosopherFlint McGlaughlin, the CEO of MECLABS, talked about how marketers can radically improve what they do by rethinking who they are. Dr. McLaughlin’s training as a philosopher has been a core driver of what he and MECLABS does in conducting rigorous research and experiments to understand buyer behavior and increase sales revenue. So, this session was geared toward getting marketers to apply philosophical thinking to what they do.

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Live at SMX East: Google Enhanced Campaigns…What We’ve Learned So Far

<< by Scott Garrett on October 1st, 2013

This session at SMX East was about the pros and cons of enhanced campaigns. Most of the panel were in favor of enhanced campaigns. Some elements of enhanced campaigns make life easier, while others make it more difficult. Below are short bios for each presenter and also the main takeaways from their presentations.

pic 1 Live at SMX East: Google Enhanced Campaigns...What We’ve Learned So Far

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Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

<< by Scott Garrett on October 1st, 2013

Geographic targeting is a great feature of advertising platforms, as it allows you to better hit your target audience and helps you spend your advertising dollars more wisely. I have used geographic targeting on Google, Bing, Facebook, and LinkedIn to the great benefit of my clients. This panel at SMX East was about the finer points of geographic targeting in Google and Bing, and I was very excited to hear what they had to say. Below I will go into a short bio for each presenter and also the main talking points from their presentations.

pick 1 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Kevin Lee, Didit CEO,  is an industry pioneer in Search Engine Marketing and Digital Marketing since 1995 and has authored hundreds of columns for many publications. His book Search Engine Advertising is a widely praised, hot seller. Current projects include application of “Big Data” to SEM and display campaigns, a “secret sauce” method of optimization. Below are his main points from the session:

  • Geo-intent is different than stationary location.
    • Not only in method of targeting, but also in the ability to change the user experience.
    • If you break out campaigns for geo-targeting then you should focus on:
      • Different ad language and landing pages for location-specific targeting
      • Geo-targeting is often the illusion of accuracy, accuracy is not precision
      • Geo-targeting only helps you increase the odds that the user is valuable to you, it does not guarantee it
  • Keywords tell you very little about the audience. Geography often predicts demographics and behavior of the searcher
    • Moving from a keyword  approach to an audience centric approach
    • Cherry pick keywords and use geo-targeting to increase the chances of showing in a higher position for non-branded keywords at a lower price

Sam Owen is a leading writer for PPC Hero, a speaker on International PPC and CRO and a paid search and display account manager at Hanapin Marketing. His clients range from start-ups to Fortune 500 businesses and include ecommerce and lead generation. Below are his main points from the session:

  • You should calculate your geo cost per acquisition to determine if bids need to be adjusted by geographic location
  • Limit of 25% increases or decreases at a time per location. This blanket approach may harm some top performing keywords, therefore make sure you check their performance often.pick 2 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Paul Corkery, is an SMB Operations Program Manager for Search Platform and Tools at Microsoft. He is responsible for representing the platform and tool needs of SMB advertisers to adCenter engineering partners. This includes support for customer experiences across adCenter Web, Desktop, API, and tools like Microsoft Advertising Intelligence (MAI). Below are his main points from the session:

  • Geographic targeting on Bing
    • Location Intent
      • Capture searchers who have signals of intent to do business in your targeted location
    • Targeted Area Only
      • Only targets users within the location
    • Time of day targeting is relative to the Searcher not the campaign
      • Can ensure you are targeting to user correctly no matter the time zone.
  • Signals for determining search location (reverse IP)
    • IP coverage/precision goes down as the location targeting gets smallerpick 3 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Overall, this session gave a nice overview of the geo-targeting options offered by Adwords and Bing and some finer details on how to optimize your campaigns through geo-targeting.

How do you use geo-targeting in your campaigns? Comment below and follow me on Twitter @scottgarrett89. Also, follow the SMX East Conference this week on Twitter with the hashtags #SMX and #SMXEast!

Live from UVA Social Media Conference: Keynote with Ron Secrist of Capital One

<< by Alex Katzen on September 26th, 2013

BVGmNqkCEAAuFPG Live from UVA Social Media Conference: Keynote with Ron Secrist of Capital One

Today I’m attending the Social Media Conference at the University of Virginia. Go Hoos!

The conference aims to address some of the challenges faced by faculty and staff at higher education institutions when it comes to social media.

Ron Secrist’s keynote on Social Media kicked off the conference, covering why social media matters, the trends, and where it’s all going. As the Senior Director of Mobile and Emerging Channels at Capital One, Ron knows social media. Here are his three goals for a successful social media plan:

  1. Set clear objectives
  2. Get to know your audience
  3. Start small and fail fast; ask for ratings and reviews

Social media has allowed individuals and businesses to express themselves digitally in a way that’s never been done before. Brands can take advantage of this by marketing to individuals in a whole new, more personalized way.

People are addicted to that instant gratification of knowing things; the statistics are proof:

  • 1.5 Billion users on Facebook
  • 3000 tweets are sent per second, Over 250 million per day
  • LinkedIn grew its revenue by 94% over the last year
  • Pinterest became the fastest site to reach 10 million unique users
  • 78% of Facebook users access the platform on their mobile device

Direct and unfiltered feedback is the gift we are given with the emergence of social media. Brands can use this to improve their social media campaigns and to create that unique and special conversation that occurs in real time, at a fun event, like a party.

Ron also touched on the importance of understanding the social media trends to keep up with:

  • Crowdsourcing/crowdfunding: Wisdom of the crowds
  • Mobile: social on the Go!
  • Feedback/service: customer service for the future
  • Video: fun and useful

Ron Secrist is the Senior Director of Mobile and Emerging channels at Capital One. Feel free to tweet him @rsecristjr or comment below!

Check out the #UVAsocial hashtag on Twitter to follow along with the conference today, or follow me at @alex_katzen!

Live from B2BLeadsCon: Maximizing Organic Search with Google to Drive Referrals

<< by Kari Rippetoe on August 15th, 2013

New Coke and Coca Cola Classic Live from B2BLeadsCon: Maximizing Organic Search with Google to Drive ReferralsI’m at day 2 of B2BLeadsCon in New York, and the first session of the day was a topic near and dear to my heart: lead generation through organic search. The session was presented by Jim McKinley of 360Partners and Ric Dragon of DragonSearch.

What I found really refreshing about this session was, because B2BLeadsCon is all about generating leads, that with any ongoing SEO program it’s so incredibly important to keep your eye on the prize – focus on how SEO is helping you achieve your business goals and drive revenue, not how much traffic you get, how high you rank, or even how many leads you generate (which doesn’t matter if the leads are unqualified and don’t plan on buying from you).

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