Search Marketing Sage

Understanding your PPC analytics and successfully munching your own numbers is only one part of the equation. But, to be a truly successful marketer, you must learn about your competitors’ PPC efforts to avoid being gobbled up by your competition in paid search. In this session, Daniel Owen, Lyena Solomon, and Matt Van Wagner offer techniques to gain insight about your competition’s paid search efforts in order to give yourself the competitive edge.

In the world of PPC, we as marketers are swimming in a sea of data at any given time. So, how are we supposed to effectively use this data to make decisions and improve our PPC campaign performance? This SMX East session explores how you can go from drowning in data to a successful Number Muncher (and yes, I am referring to that MS DOS computer game gem) by capitalizing on data analysis techniques to optimize your PPC campaigns.

So, by now if you advertise through Bing you should have heard about the branding switch from “Microsoft adCenter” to “Bing Ads.” The very first issue we ran into was the simultaneous hiring of a few new Account Managers that we needed to add to our “client center.” As far as I can tell, it looks like the process is the same as it used to be to create a client-agency relationship. They’ve updated their process for the new branding in the Support Center.

For detailed instructions, you can also see my post from last year, How To: Set Up an adCenter “Client-Agency Relationship,” as not much has changed since then.

This afternoon’s first SEM track Session is “Auditing PPC Campaigns with our own Cady Codyles, Joe Kerschbaum from Clix Marketing, Melissa Mackey from gyro and David Rodnitzky from PPC Associates.  The sessions topic are is supposed to be about evaluating the health of your PPC Accounts.

If you missed the Advanced Track this morning at SMX Toronto, here are the highlights from the Paid Search: Advanced Testing and Reporting Panel.  Brad Geddes, Founder of Certified Knowledge, and Jeff Ferguson, CEO of Fang Digital Media, lead this panel.  This session centered  around the actual process of designing, implementing and measuring the results of paid search tests.

Brad Geddes kicked off the panel discussing the best ways to evaluate testing and which metrics create a conversion