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PPC Summit Contest and Discount

August 26th, 2008 David Szetela Posted in David's speaking at... | No Comments »

PPC Summit is holding another contest whose prize is free admission to the upcoming session in Los Angeles, September 25-26 (I’ll be speaking there). Even if you don’t win, get a 10% discount off admission by using the checkout code CLIX10.

The details:

PPC Summit Search Engine Marketing Strategies Contest: Submit Your Entry For A Chance to Win a FREE Full Conference Pass to PPC Summit LA (Sept. 25-26)!

Pay Per Click Summit is calling all internet marketers to submit the Top 3 Search Engine Marketing techniques that have increased your conversions and results! Click here to complete the contest submission form: http://www.ppcsummit.com/contest.php, and stay tuned to see if your Best Strategy submission is the winner! One winner will receive a FREE FULL CONFERENCE PASS TO PPC SUMMIT LA (Sept. 25-26). The PPC Summit experts will review all submissions and notify the overall winner via email by Sept. 9.

Answer the following questions on the contest form at http://www.ppcsummit.com/contest.php

1.  What top 3 strategies impacted your most profitable Search Engine Marketing campaign?

2.  What made the difference for your campaign ROI?

3.  What were your campaign results?

PPC Summit is the leading educational two-day Search Engine Marketing workshop. You won’t want to miss PPC Summit LA (Sept. 25-26) to learn from Microsoft, Google and other industry leaders during two full days of expert SEM lead-generating and sales-producing strategies.   There is still time to register for PPC Summit LA (Sept. 25-26), and SAVE $200 with the early bird discount! Click Here and Save $200 Now: www.ppcsummit.com/overview.html?blog

The lucky winner will be announced and notified by Sept. 9. Thank you for participating. Good luck!

  1. Contest Details: Submit your proven Top 3 best SEM technique or strategy for increasing Pay Per Click ROI as indicated above
  2. Submission Process: Only one submission per person and make sure to include your name and email in the spaces provided on the submission form below. Submit two paragraphs describing your top 3 strategies, the effects on the PPC campaign and how the strategies increased results.
  3. Contest Dates: Accepting entries from Aug. 21 through Sept. 5.
  4. Judging Process: PPC Summit will review all contest entries and choose one overall winner.



Today on PPC Rockstars: Andrew Goodman, Kevin Ryan and Mary O’Brien

August 25th, 2008 David Szetela Posted in David's speaking at..., PPC Rockstars | No Comments »

Today at 4 PM EDT, be sure to tune in to Webmasterradio.fm for the second special SES San Jose edition of PPC Rockstars. I’m privileged to host three PPC luminaries: Page Zero founder Andrew Goodman, SES VP Kevin Ryan, and PPC Summit chairman Mary O’Brien.

We’ll discuss a topic near and dear to our hearts (and hopefully yours): Why doesn’t PPC get more respect? Why is there relatively little coverage of PPC topics at conferences like SES and SMX, and on blogs and sites like Search Engine Land and Sphinn? Is it because SEO is so sexy and mysterious? Or because there’s no PPC equivalent of Matt Cutts and the Cuttlets? Will PPC coverage wink out of existence - or be split off into dedicated resources?


PPC Rockstars Monday: Brad Geddes

August 16th, 2008 David Szetela Posted in David's speaking at..., PPC Rockstars | 1 Comment »

My guest on Monday’s special SES San Jose edition of PPC Rockstars is one of the top experts in the field, Brad Geddes of bgTheory.com. Brad’s eWhisper alter ego has been divulging the inner workings of Google AdWords, Yahoo Search Marketing and Microsoft adCenter for years, and he’s now seminar leader for Google’s AdWords Seminars for Success series.

Brad and I will discuss the inner workings of PPC Quality Score - if you’ve ever been slapped by high minimum bid requirements, you won’t want to miss it! Also, catch me and Brad at SES San Jose - Brad will be speaking on Wednesday, and I’l be moderating a panel on Monday and speaking on Thursday.


Today on PPC Rockstars: WrightIMC’s Tony Wright

August 11th, 2008 David Szetela Posted in PPC Rockstars | No Comments »

My interviewee on PPC Rockstars today is search-engine-conference stalwart Tony Wright. Tune in at 4 PM EDT to hear us discuss juicy topics like local PPC campaign targeting, and find out whether you’re guilty of “ego bidding” (hint: you probably are).


Awesome New Google AdWords Content Network Features

August 7th, 2008 David Szetela Posted in Google AdWords, Google non-Search Advertising | No Comments »

We’ll be testing and reporting on these - but they look very powerful: mechanisms for rotating creative to reduce “banner fatigue;” the ability to see data on the frequency with which individual visitors have viewed ads; and especially tracking mechanisms so that advertisers can see conversions origially driven by visitors who clicked on content network ads.

Google says:

New enhancements on the Google content network

8/07/2008 05:01:00 AM

Today we’re announcing some key enhancements on the Google content network (partner sites for which we provide advertising) that will offer a better experience for users and better value for advertisers and publishers. These enhancements are the latest result of our integration with DoubleClick and our commitment to making advertising on the Google content network more efficient and accountable. When we purchased DoubleClick, we talked about how we would empower agencies, advertisers and publishers to collaborate more efficiently and effectively, and provide a better experience for our users. We are happy that we have been able to deliver on this promise already, like support for third party vendors on the Google content network.

The new enhancements that we are announcing today and that will be available in the coming months are the next step in our integration and in enabling standard industry functionality on the Google content network:

* Frequency Capping: Enables advertisers to control the number of times a user sees an ad. Users will have a better experience on Google content network sites because they will no longer see the same ad over and over again.

* Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.

* Improved Ads Quality: Brings performance improvements within the Google content network.

* View-Through Conversions: Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.

We are enabling this functionality by implementing a DoubleClick ad-serving cookie across the Google content network. Using the DoubleClick cookie means that DoubleClick advertisers and publishers don’t have to make any changes on their websites as we continue our integration efforts and offer additional enhancements. This also means that with one click, users can opt out of a single cookie for both DoubleClick ad serving and the Google content network. (If a user has already opted out of the DoubleClick cookie, that opt-out will also automatically apply to the Google content network.)

To learn more, you can check out our updated main privacy policy and a new advertising-specific privacy policy that reflects our integration with the DoubleClick ad serving cookie, and you can visit a section in our Privacy Center devoted to advertising and privacy.


Today on PPC Rockstars: Adgooroo’s Richard Stokes

August 4th, 2008 David Szetela Posted in Uncategorized | No Comments »

On today’s PPC Rockstars show on Webmasterradio.fm (4 PM EDT), I interview Richard Stokes, Founder of Adgooroo and author of “Mastering Search Advertising - How the Top 3% of Search Advertisers Dominate Google AdWords.“ Tune in for some surprising PPC secrets- for example, did you know there’s an important relationship between keyword length and ad position?


On PPC Rockstars Today: iCrossing’s Shelley Ellis

July 28th, 2008 David Szetela Posted in Uncategorized | 1 Comment »

Today on PPC Rockstars at 4 PM EDT, I interview Shelley Ellis, paid search and media specialist at iCrossing. We’ll get into some of the tips and techniques for effective Google AdWords Content Advertising, and specifically the just-announced “enhanced placement targeting” capabilities. As always, you can find resources we discuss here. Don’t miss it! (But if you do, you can find all previous shows archived here.)


Please Watch This Video

July 24th, 2008 David Szetela Posted in Google non-Search Advertising, Uncategorized | No Comments »

Apologies to those who want/expect this blog to be only about PPC.

But.

Whether you’re Democrat or Republican, Liberal or Conservative or Libertarian or Rastafarian: I urge you to watch this video of Barack Obama’s speech today in Berlin.

My take: the world has not seen a world leader of this caliber and potential impact for the “powers of good” in many years - since before many of you were born.

Those of you who were cognizant in 1968 might remember the person I consider to be the most recent one: Bobby Kennedy. I watched the movie Bobby recently, and was struck by the similarity between the words Bobby and Barack have dared to speak.

Both have had the courage to give voice to the feelings of the majority - words the profiteers of injustice have sought to make unpopular or even criminal.

Words like these from Bobby:

City Club of Cleveland, Cleveland, Ohio April 5, 1968Mr Chairmen, Ladies And Gentlemen

This is a time of shame and sorrow. It is not a day for politics. I have saved this one opportunity, my only event of today, to speak briefly to you about the mindless menace of violence in America which again stains our land and every one of our lives.

It is not the concern of any one race. The victims of the violence are black and white, rich and poor, young and old, famous and unknown. They are, most important of all, human beings whom other human beings loved and needed.

No one - no matter where he lives or what he does - can be certain who will suffer from some senseless act of bloodshed. And yet it goes on and on and on in this country of ours. Why? What has violence ever accomplished? What has it ever created? No martyr’s cause has ever been stilled by an assassin’s bullet. No wrongs have ever been righted by riots and civil disorders. A sniper is only a coward, not a hero; and an uncontrolled, uncontrollable mob is only the voice of madness, not the voice of reason.

Whenever any American’s life is taken by another American unnecessarily - whether it is done in the name of the law or in the defiance of the law, by one man or a gang, in cold blood or in passion, in an attack of violence or in response to violence - whenever we tear at the fabric of the life which another man has painfully and clumsily woven for himself and his children, the whole nation is degraded.

“Among free men,” said Abraham Lincoln, “there can be no successful appeal from the ballot to the bullet; and those who take such appeal are sure to lost their cause and pay the costs.” Yet we seemingly tolerate a rising level of violence that ignores our common humanity and our claims to civilization alike. We calmly accept newspaper reports of civilian slaughter in far-off lands. We glorify killing on movie and television screens and call it entertainment. We make it easy for men of all shades of sanity to acquire whatever weapons and ammunition they desire.

Too often we honor swagger and bluster and wielders of force; too often we excuse those who are willing to build their own lives on the shattered dreams of others. Some Americans who preach non-violence abroad fail to practice it here at home. Some who accuse others of inciting riots have by their own conduct invited them. Some look for scapegoats, others look for conspiracies, but this much is clear: violence breeds violence, repression brings retaliation, and only a cleansing of our whole society can remove this sickness from our soul.

For there is another kind of violence, slower but just as deadly destructive as the shot or the bomb in the night. This is the violence of institutions; indifference and inaction and slow decay. This is the violence that afflicts the poor, that poisons relations between men because their skin has different colors. This is the slow destruction of a child by hunger, and schools without books and homes without heat in the winter. This is the breaking of a man’s spirit by denying him the chance to stand as a father and as a man among other men.

And this too afflicts us all. I have not come here to propose a set of specific remedies nor is there a single set. For a broad and adequate outline we know what must be done. When you teach a man to hate and fear his brother, when you teach that he is a lesser man because of his color or his beliefs or the policies he pursues, when you teach that those who differ from you threaten your freedom or your job or your family, then you also learn to confront others not as fellow citizens but as enemies, to be met not with cooperation but with conquest; to be subjugated and mastered.

We learn, at the last, to look at our brothers as aliens, men with whom we share a city, but not a community; men bound to us in common dwelling, but not in common effort. We learn to share only a common fear, only a common desire to retreat from each other, only a common impulse to meet disagreement with force. For all this, there are no final answers.

Yet we know what we must do. It is to achieve true justice among our fellow citizens. The question is not what programs we should seek to enact. The question is whether we can find in our own midst and in our own hearts that leadership of humane purpose that will recognize the terrible truths of our existence.

We must admit the vanity of our false distinctions among men and learn to find our own advancement in the search for the advancement of others. We must admit in ourselves that our own children’s future cannot be built on the misfortunes of others. We must recognize that this short life can neither be ennobled or enriched by hatred or revenge.

Our lives on this planet are too short and the work to be done too great to let this spirit flourish any longer in our land. Of course we cannot vanquish it with a program, nor with a resolution. But we can perhaps remember, if only for a time, that those who live with us are our brothers, that they share with us the same short moment of life; that they seek, as do we, nothing but the chance to live out their lives in purpose and in happiness, winning what satisfaction and fulfillment they can.

Surely, this bond of common faith, this bond of common goal, can begin to teach us something. Surely, we can learn, at least, to look at those around us as fellow men, and surely we can begin to work a little harder to bind up the wounds among us and to become in our own hearts brothers and countrymen once again.


“Scads:” The Next PPC Battleground?

July 23rd, 2008 David Szetela Posted in Google News, Microsoft News, Yahoo! News | No Comments »

This should be interesting… eCommerce heavyweights have banded together to form the Alliance Against Bait & Click (AABC) to raise awareness about predatory (and possibly illegal) tactics by unscrupulous PPC advertisers. You know the ones - their ads offer something for free (e.g. Firefox), but the clicker arrives at a site that demands payment.

But it’s clear the agenda is much broader - the organizers don’t like the common - and (so far) legal practice of one advertiser bidding on another advertiser’s brand names.

This is a hot potato - if AABC is succesful, they may put a chill on a practice that is in widespread use. We’ll be looking into this more closely and reporting back in this blog. But for now: where do YOU stand?

Here’s the press release:

Industry Leaders Unite to Protect Internet Users from Deceptive On-line Ads

Alliance Against Bait & Click Website - www.stopscads.org - Focuses on Safeguarding Search

Ever wonder why you end up at one product’s website when it’s not what you wanted or even thought you clicked on? You may have just been suckered by a “scad,” a scam ad lurking in sponsored search results that leads consumers to sites unaffiliated with the brand entered in their search.

The risks of scads to consumers involve more than wasted time or frustration because scads often take unsuspecting internet users to unsecured sites - exposing them to fraud, viruses and spyware.

A recent study showed that over 75% of online consumers are confused by these scads, but help is on the way. The Alliance Against Bait & Click (AABC), a coalition launched today, is focused on arming internet users with the information they need to avoid scads and safeguard their search.

Leaders from across industry sectors have joined together to form AABC and launch the website - www.stopscads.org. AABC’s goal is to raise awareness of “bait & click”, the practice which lures consumers to potentially dangerous sites by using unauthorized and unaffiliated brand names in scads. The site also provides internet users with tools to avoid the pitfalls of deceptive search practices.

“Search engine listings remain plagued by scams and tricks. Consumers deserve to find what they are searching for, but search engines often feature whichever advertiser is willing to pay the most,” said Professor Benjamin Edelman, a member of AABC. “Search engines should protect users from deceptive ads, but if they won’t, we will.”

Despite rules that protect consumers from similar practices in offline marketing, this deception continues to be profitable to the search engines and deceptive marketers, while undermining consumer confidence in brands. Search advertising continues to be the largest online revenue format, generating over $6 billion in 2006, according to the Interactive Advertising Bureau (1).

Members of AABC include 1-800 Contacts, IHG (Intercontinental Hotels Group), Marriott Hotels and Resorts, Starwood Hotels and Resorts, Northwest Airlines, Rosetta Stone and Cyveillance. Prominent experts on information technology and business strategy, including Professor Eric Clemons of the Wharton School of the University of Pennsylvania and Professor Benjamin Edelman of the Harvard Business School, have also lent their support to the effort.

Unknown to many internet users, advertisers can buy the use of another company’s trademarked brand name from search engines to trigger their own ads. When the brand name is entered as a keyword in a search, the scad appears - hijacking the consumer to the competitor’s site.

Many times, the scad will attempt to mislead the consumer by including the brand name in its title or text, despite having no affiliation with the brand. Research commissioned by some members of AABC focused on travel-related searches found that three quarters of respondents were confused when viewing a sponsored result that contained the name of the specific brand they searched for.

Once a consumer has been tricked into clicking on a scad, it not only wastes time, but it can also pose direct risks and harms. Compared to ordinary organic listings for the same search terms, sponsored search results lead to twice as many sites possessing spyware, sending spam, or distributing false marketing claims(2). Scads may also charge consumers for dubious or unwanted services. For example, several scads direct users to sites that charge for Firefox, a popular free web browser. Other scads lure consumers to websites using outrageous and false claims - for example, promising “free ringtones” even though in fact a paid subscription is required.

In addition to providing tips and tools to internet users on how to spot and avoid scads, the AABC website also provides avenues for action. The AABC site features a petition to the FTC calling for tighter controls. The AABC site also lets interested consumers contact the search engines directly to report scads and request tighter filters.

“We encourage consumers to look before they click and avoid ads that look suspicious. The less people click on bogus ads, the less money the search engines and fraudulent advertisers will make and the quicker the scads will go away,” said Jarrod Agen, spokesman for AABC. “Most importantly, if it’s not what you’re looking for when you land, you should leave.”

For more information on the Alliance Against Bait & Click or how to spot “scads”, please visit www.stopscads.org.

ABOUT THE ALLIANCE AGAINST BAIT & CLICK

The Alliance Against Bait & Click protects consumers from deceptive search engine marketing practices. We believe that buying & selling search terms for brands you don’t have the right to use is wrong. Internet users should be able to click on an ad without worrying about being misled or getting ripped off. The impact of scads - or scam ads - spreads beyond their effect on legitimate advertisers. When a user can’t trust the results of sponsored links, it erodes consumer confidence in search. Join the Alliance Against Bait & Click. Stop scads.

###

(1) IAB Internet Advertising Revenue Report. 2006 Full-Year Report.
(2) “Sponsored results contain 2.4 times as many risky sites as organic sites.” The State of Search Engine Safety. McAfee Inc. June 4, 2007.


PPC Rockstars Today: Michael Flores on In-House PPC Management

July 14th, 2008 David Szetela Posted in PPC Rockstars | 1 Comment »

On today’s edition of PPC Rockstars (4 PM EDT), I interview Michael Flores, the first in-house PPC manager I’ve had on the show. We’ll discuss the challenges of setting management expectations and keeping up-to-date, and Michael will dish on some of the content network bid management strategies he’s researched. You won’t want to miss his sage advice!


Goodbye, Content Advertising; Hello, Profitable PPC

July 2nd, 2008 David Szetela Posted in David's speaking at... | 1 Comment »

Last week Search Engine Watch published the 30th and final installment of my weekly Content Advertising column. If you missed any of it, and are still in the dark on how to get double-digit CTRs and conversion rates from your campaigns on Google’s Content Network: no worries, because the entire series is archived here.

Next week (7 July) I’m launching a new weekly column on SEW called Profitable PPC. The series will aim to be the definitive soup-to-nuts guide to building and optimizing successful PPC advertising campaigns. I’ll start with the fundamentals: campaign structure, keyword research, ad writing and testing - and then move to intermediate and advanced topics. Even if you’re already a PPC expert, you’ll want to follow along to pick up a tip or two. Get each weekly installment via email by subscribing here.

Since we continue to do research into Content Network advertising, I’ll be posting regularly on that topic here in the Clix Marketing blog.


Monday’s PPC Rockstar: semvironment’s James Zolman

June 28th, 2008 David Szetela Posted in PPC Rockstars | No Comments »

Join me and my guest James Zolman on Monday’s episode of PPC Rockstars. James is the CEO of semvironment, a PPC management company, and our topic will be keyword lists: how to make them bigger by including core-term variations, and how/when to prune them by pausing or deleting under-performing terms.