Generating Demand To Assist & Complement PPC

PPC is my favorite marketing channel because of its incredible efficiency. After all, you are capturing prospective customers as they are searching for the precise product/service you sell. It doesn’t get much better than that, you are capturing people who are explicitly looking for brands like yours. However, one of the challenges for PPC, especially for gigantic programs, is search query volume. After optimizing your program incredibly well (I’m talking about years of optimization), your growth may start slowing down if search query volume in your category is not growing quickly enough. Of course, you can always do more with the same traffic (you could optimize landing page conversion rate, for example), however you will also continue to face intense competition for those incredibly valuable PPC clicks. What can you do in this situation? I’m a big fan of branching out and actually creating new demand. Creating demand for your brand is not going to be as cost-efficient as PPC, but it’s an important and scalable mid/top funnel marketing practice for the large-scale paid media advertiser.

Idea 1: Target Lookalikes Via Display Advertising

What does your customer look like? How old is your average customer? What gender are they? How much income do they make? What life events trigger your customer to purchase your product/service? Where does your customer live? The list goes on and on… Mine your data and build out profiles for your top performing segments. It’s ok to have segments of your current customer base and also segments for your overall industry, in which you are under-weighted (sometimes this second one works really well because you are not capturing these buckets well via traditional paid search). Truly get to know your customer.

Then, leverage this intelligence to target similar profiles via display advertising. Many of the prospective customers you reach have not yet searched for your specific product/service. (Even if they are, however, marketing is all about multiple touch points.) Because they fit the profile of your ideal customer, you will be able to start generating new, incremental demand. In creating demand, you are expanding the universe of prospective customers searching for your brand. You are no longer constrained by existing search query volume on your brand, product, or service!

Idea 2: Create Amazing Content, Share Via Social Media, and Then Retarget

Partner closely with your social media team. Build amazing content on your blog, YouTube channel, social profiles (maybe run some cool infographics). The idea here is to “go viral”. Once this happens, you are able to retarget! Get your Google analytics/retargeting pixel on your YouTube channel, Google+ page, and your blog. Because this all started with amazing viral content, it is very likely you will attract prospective customers to your cookie pool who were not actively searching for your brand/product on search engines. You are expanding your universe and creating incremental demand via amazing content. The content alone will do a lot of the heavy lifting and brand building. However, to fully close the loop, it often comes back to paid media. Retargeting, in this case, is one of the best vehicles around. When a prospective customer sees your display creative, they will instantly remember your great content and then visit your site to purchase.

Idea 3: Run Paid Social Media Campaigns To Identify New Customers

This tip closely ties into the last one, but is slightly different. Here, instead of letting your content do the heavy lifting alone, you are also combining great content with paid promotion. Run paid “like” campaigns. Promote your tweets and posts. Invest some money behind your social media efforts. This may not yield direct response conversions right away but will expand the universe of prospective customers viewing your content. Then, leverage great content to sell these prospective customers on your brand over time. You will reach prospective customers (who fit into your segmentation model) in social media who are not actively searching for your product/service just yet. Then, when the time is right and after your content has encouraged them to take action, they will remember your brand due to the relationship you have built. Once again, you are building incremental demand by leveraging paid media outside of PPC.

Paid search is an amazing channel. It’s very close to the point of conversion and must always be on. Because of its value, it must be managed closely and watched like a hawk. Leverage the tips above to generate new, incremental demand and you will likely (on a last click basis) see even more incremental conversions on your brand name keywords over time. The boost here is the incremental demand generation going on outside of paid search (across paid display, social media, and retargeting campaigns). Get really great at attribution and make sure to give those assisting new demand generators their fair share of credit!

Image of Demand © iStockPhoto – DaddyBit

Check Out My AdLift Blog Guest Post

By PPC Ian Leave a Comment Jun 12 0

About a month ago, I attended and spoke at Search Insider Summit. At this amazing conference, I had the pleasure of meeting Prashant Puri (CEO & Co-Founder) and Johnny Shami (Director, Business Development) from AdLift. What is AdLift? It’s one of the best SEO Agencies ever! Based in Palo Alto, AdLift is right in the heart of Silicon Valley and manages SEO campaigns for some of the biggest, most savvy brands around.

AdLift SEO Agency

Today, I had the honor of contributing a guest post to the AdLift blog. Given their SEO expertise, I thought it fitting to write a post about the intersection of SEO and PPC. In particular, I wrote SEO Tips From A PPC Pro. My post highlights 7 SEO tips that leverage intelligence/collaboration with your PPC program. Looking at it from a paid search perspective, this post offers 7 ways in which you can help out your SEO team. There are so many ways in which SEO and PPC teams can collaborate.

Head on over to AdLift today and check out my post. I hope you enjoy! If you are looking for an SEO agency, I highly, highly recommend chatting with AdLift. They are true experts!

Image in this post ©AdLift

Managing Difficult Partners & Vendors

By PPC Ian Leave a Comment Jun 8 2

I have been around in the digital marketing career for 9 years! Fortunately, I have not had to manage too many difficult partners. Why? Our industry tends to attract the best and the brightest, and I’ve done my best to filter out potentially problematic situations before they occur. The level of service that we all have become accustomed to almost creates a bubble. Because of this amazing space, however, it is important to keep a well-rounded perspective since you don’t want to let your guard down in all situations. From time to time, you may end up working with a difficult partner. I hope these tips help make your life just a little easier, as we all know that difficult relationships can create a stressful environment for you and your team.

Obstacle

Spend a lot of time qualifying new partners and vendors before you start working with them. Do not assume everyone is like Google, Yahoo!, and Facebook. As mentioned above, we are spoiled. Partners/vendors will become part of your team/family. Make sure they are truly great and will give your team leverage, as opposed to holding you back. Treat every new partnership and vendor with a key checklist. It is ok to say “no” and avoid working with a certain partner/vendor. In online marketing, we tend to “do it all”. Learn to say “no” sometimes, especially if a partnership could hold your team back. The best way to manage a difficult partner/vendor is to avoid working with them altogether. Some of my favorite areas to investigate:
- Size of company – Larger companies get bonus points since they have proven they have what it takes to scale. That said, I love startups too.
- Years in business – Has your prospective vendor lasted the test of time?
- Reputation – Is your vendor well-known? Have you seen them in the media? Do they have credibility? Do they have a brand? Do they attend the important trade shows? Do they have someone reputable standing behind them?
- Reference checks – Can your potential partner provide references? Make sure to call them and ask plenty of questions. It’s amazing how much you can learn from a solid reference.
- Case study check – Can your prospective vendor provide case studies that illustrate their success with others?
- Proposal check – Is you vendor/partner willing to fill out a proposal? How good are their ideas?
- Ease of relationship – Based on your preliminary talks, is the vendor easy to talk to? Are they willing to visit your office in-person even if it involves travel? Are they making a strong effort?
- Team check – What does your team think? Make sure multiple people “interview” the prospective partner. Do they fit your company’s core values?
- Go with your gut – You’d be amazed what your gut can tell you. Go with your instincts.
Ironclad legal agreements are key. Invest the time upfront working on really great legal agreements that protect you and your company. This will take more time since we are online marketers, not lawyers, but is critical. You never know how a business deal will end up. Most are great (we live in a truly fortunate world/industry), however you never know what will happen all of the time. Work closely with your legal team to protect your company and you will have such an easier time managing situations if they ever do turn difficult.
Work within your company’s means. Do not commit to something that is not going to be possible to fulfill on your end. It is important to follow partnership agreements, and a partnership is a two-way road. If you agree to something, make sure you follow through. At the same time, make sure to work with vendors who are understanding since roadblocks and changes are the norm in our industry. Flexibility is a key trait I always interview for in prospective partners.
Keep your communication short and to-the-point, once in a difficult situation. Let’s assume you’re in a difficult situation. The best thing to do is stay calm and keep your communication on-point. Don’t get off-topic. Don’t respond to the other party if they try to provoke you. You are a business professional. Keep it professional and calm, even if the other party is not trying to accomplish the same goal. Rise above any drama that may come your way. This is sometimes easier said than done, especially if a vendor is really trying to provoke you. Luckily, this case is very rare.
If in a very difficult situation, solicit the input of others. Your legal team will often have amazing perspective and advice. Finance teams often have a breadth of experience too.
In a difficult situation, loop in senior management. Make sure to inspire confidence that you have a plan and have it under control, but make sure to loop them in as well so they can help out and be aware of the situation.
Be a good person and do what’s best for everyone. Good people get rewarded. We all face challenges from time-to-time. The key here is keeping your cool and keeping the faith. If you follow these tips and your own gut, you will get through any challenging partnership/vendor relationship with ease.

These days, it’s all about diversifying your traffic and marketing mix. This means that digital marketers are not only in the marketing game but also the business development game. Digital marketers are also working across a broader array of digital and traditional marketing channels. Make sure you sharpen your business development skills, and I hope these tips help you prevent/manage any difficult situations that may come your way. However, I truly wish you end up like me – a minimum of difficult partners and a maximum of amazing ones!

Image of Obstacle © iStockPhoto – iqoncept

Kenshoo Search Trends: Insightful Whitepaper

By PPC Ian Leave a Comment Jun 3 0

I’m a huge fan of Kenshoo Digital Marketing Technology. Kenshoo provides one of the most amazing search marketing platforms in existence. Approximately three billion dollars of annual digital marketing spend is managed via Kenshoo, and they were named the leader in bid management buy Forrester.

Today, I am thrilled to share Kenshoo’s new Global Search Advertising Trends whitepaper. It’s free and a true must-read. I’m a real fan of Kenshoo whitepapers and have covered several here on PPC Ian. One of my other favorites is the Kenshoo SmartPath whitepaper, all about Kenshoo attribution modeling (truly advanced stuff).

So what’s Kenshoo’s latest whitepaper all about? Global Trends aggregates billions of dollars worth of data and illustrates really interesting trends in the digital marketing landscape. We’re talking about trends in budget/spend, CPCs, clicks, click-through-rates, impressions, and more. We’re talking about trends across region – US, UK, and EU. We’re talking about device-specific trends.

I personally rely on such whitepapers and trends to understand the bigger picture. I found the insights Kenshoo shares about spend/budget to be particularly insightful. Thanks, Kenshoo, for another awesome whitepaper! I recommend downloading this free whitepaper and leveraging the insights at your company.

Image in this post © Kenshoo

Clever PPC & SEO Keyword Generation Tips

By PPC Ian Leave a Comment May 30 2

Keywords are the most fundamental building block of digital marketing. As the picture on the right implies, they are the key to your success within online advertising. Whether you’re a PPC or SEO professional (or both), there is not a day or minute that goes by when you are not thinking about keywords. I’ve been generating and managing keywords for nearly nine years, so you’d think I have exhausted every trick in the book. Not true! I still find some clever strategies each and every month and wanted to share some of the latest ones that are top-of-mind. You never stop learning in this incredible field. Remember, the best keywords are the trending ones, oes that have not yet become popular, ones that are not in any of the automated tools yet. Today’s tips are all about forecasting the future and beating the competitive rush!

PPC & SEO Keywords

Attend industry events and become a futurist. Learn about all of the latest trends in your industry. Chat with industry leaders. Attend seminars and ask questions. Become a thought leader yourself. To the extent you can leverage industry events to predict the future, you can start buying those keywords today. You can start building high quality content and engaging user experiences around them now. The only constant in this world is change. Predict the change and act on it now, you will build a competitive moat by doing so!
Devote some time each week to reading cutting edge literature. You need to go beyond the easy stuff. Blogs are so fun and easy to read, and are a great place to start. However, I also recommend reading technical literature, non-profit studies, academia research, and other dense material. Such studies are not always the easiest to read, but will truly provide cutting edge trends before they hit the mainstream. Digital marketing is not just about being good at our trade, it’s also about becoming a deep expert within your field.
Sit in on customer phone calls, visit your call center. Customers offer a true wealth of knowledge and inspiration. After all, any business is in business to help their customer. If customers speak to certain pain points, why not address them in your product, paid search, and organic strategy.
Collaborate with partners via business development calls. Does your company have strategic partnerships? Learn about new and exciting trends through partnerships, as a team. Just make sure that you are giving back as much as you get, all partnership as a two-way street.
Collaborate with anyone and everyone in your company who will listen. While your call center is a perfect starting point, there are so many other key functions in your company who can provide a wealth of knowledge around new trends. Some of my favorites: Executive leadership, product management, and sales.
Hire a really, really great SEM Agency. The best agencies, like my friends at Rocket Clicks, truly get to know your business. They are not only masters at PPC, SEO, and UX, but take true pride in becoming vertical leaders/masters within your industry. The beauty of this vertical integration is amazing ideas, such as predictions of where the industry is headed and how to stay ahead of the curve from a holistic marketing perspective!
Keep testing! New trends often take time to work. There are so many times that I have experienced bad keywords transforming into good ones. Keywords that are negatives today may become positives tomorrow. Past performance is not always an indication of the future. Remember to keep testing new ideas and never lose hope in future trends. While you may lose some money testing, the long term upside is tremendous.

Image of Keyword © iStockPhoto – gunnar3000

Time Saving Tips For Digital Marketing Professionals

By PPC Ian Leave a Comment May 28 1

Digital marketing is a very exciting and high powered career path. It’s also a career where time is always your most limited resource. We’re dealing with Wall Street’s 24/7 cousin here. Google AdWords, Bing Ads, and all other online advertising platforms never sleep. Personally, as my career has grown, time has become more and more scarce. I’ve written some similar posts in the past, however this one will touch on some of my newer thoughts around time management, ideas that are top of mind right now. I hope these help, because time management is not only about your career but it’s also about optimizing your overall life.

Hourglass

Think very carefully about your PTO/holiday schedule. Plan your PTO strategically, when there is a lower volume of work. Just like digital marketing campaigns, there is a flow to each week. Is it easier for you to take off a Monday or a Friday? Typically, Fridays are the way to go since it’s a “lighter” day. Take off a Monday and you may be feeling the pain for the rest of the week. Planning a big vacation? Try to schedule it during your company’s light season. Perhaps schedule it around an existing holiday weekend, with a few extra days. Personal Example: I’m taking today off, the Tuesday (after the 3-day holiday weekend). My PTO is about to expire since I have accumulated so much (so I had to plan some sort of day off). While Fridays are typically easier to take off, I decided to go for today since I had a big, important meeting on Friday I could not miss. Today is a great day to recharge my batteries, and I can rest assured I planned my day off with sound strategy.
Empower and grow your team, fast. I created PPC Ian with the goal of educating and empowering those in this exciting online marketing career path. Think of ways you can empower and grow your team every single day. I’m talking about on-the-job training, delegating difficult/challenging projects, mentoring, team activities, and more. The fastest way to scale is to delegate, however you can only delegate so fast. The faster you can grow your team, the more they can take on and the more the overall organization grows. From the employee’s perspective, this is also an ideal situation because this means fast paced career growth! It’s a win-win-win for you, your team, and your company.
Invest in short bursts of energy. When you are getting a lot done, zone everything else out. It’s ok to reschedule meetings, delay responses to emails, miss phone calls, and simply focus on the task at hand. When you are feeling a burst of energy, you need to harness that energy for one single task at hand (until that task is done, and you move onto the next highest priority). I’m a huge multitasker, but try to multitask only during more normal and lower energy levels. High energy levels are reserved for the most important projects, one at a time. Tip from personal experience: It’s ok if you “catch” yourself getting distracted and/or multitasking. Simply correct course and get focused again. It’s nearly impossible to be fully focused, but just the conscious effort will help you cross the most critical projects right off your list.
Save tasks forward. Are there any repetitive tasks that you work on? This does not have to be boring, manual work. It just has to be something that has to happen more than once. Some examples from a social media standpoint: writing blog posts and writing tweets. I have often found that if you are energized and in the right frame of mind, you can get a few such projects done in a row. Then, you have essentially saved work forward, work you can use in the future. A personal example: I’ll probably end up writing two blog posts today but will not release the next one until later this week. It will help even out my schedule this week.
Leverage SEM and SEO agencies. I recently met Prashant and Johnny from AdLift, an amazing SEO agency here in Palo Alto. I view great agencies as instant scale. You can assign them work on your off-hours. You can rest assured they have amazing expertise. You can count on them to be part of your team and help leverage your and your team’s time.
When you’re done, don’t keep reading/revising the same thing over and over. It’s important to find closure on projects. It’s important to instantly jump away from your task, either to the next one or to a break. As a perfectionist, I have faced this challenge since I will keep perfecting something. However, at a certain point, you need to move to the next priority. With that in mind, see you guys next time!

Image of Hourglass © iStockPhoto – koya79

Grow Your Business: Free $100 AdMedia Credit

By PPC Ian Leave a Comment May 21 0

I’m a huge believer in the diversification of traffic sources. In the world of digital marketing, there is only so much cost-effective search demand on major search engines. A winning strategy involves diversification across many search engines, ad networks, social networks, and so much more. In diversifying traffic, I recommend reaching out and testing different advertising networks. Today, I am thrilled to share one of my favorites (A PPC Ian Blog Sponsor), AdMedia. In addition to introducing this awesome ad network, I’m also thrilled to share a special promotion they are running with their Free $100 AdMedia Credit. It’s easy: When you open an account and make your initial deposit, AdMedia will match your deposit up to $100!

AdMedia is the Superior Precision Marketing Platform. Their network spans 1,000s of sites across a plethora of verticals, offering a multitude of ways to increase digital advertising traffic and conversions for your business.

I’m particularly impressed with AdMedia for two reasons. First, they have a really great team. You may recall that Francesca from AdMedia wrote this guest post here on PPC Ian just a few months ago. Second, AdMedia’s suite of advertising solutions is truly comprehensive. They’re more than just a contextual network. AdMedia offers solutions that target prospective customers from so many angles. Some examples:

Contextual targeting based on keywords, subject matter, and the site’s theme.
Advanced remarketing solutions that make it easy for customers to navigate back to your site.
Really cool image overlay ads and intextual ads, products that make the overall site experience more interesting for publishers, advertisers, and consumers. Advertise to prospective customers in new and exciting ways outside the standard search and display campaigns.
Thank you email advertising, 404 Bucks, and Ditto domains products. AdMedia offers a very clever and comprehensive suite of advertising opportunities. Chat with them today and learn new ways of advertising you may have not thought of before!

With their Free $100 AdMedia Credit (they will match your initial deposit up to $100), I highly recommend giving AdMedia a spin. It’s a super way to diversify and expand your digital marketing program.

Image in this post © AdMedia

Leverage Ad Copy Across Your Organization

By PPC Ian Leave a Comment May 20 2

I’m a huge fan of ad copy testing. Implement Google conversion tracking, set your campaigns to optimize for conversions, and test every single day. Sooner or later, your overall system conversion rate (from impression to conversion on your site) will increase! This means higher revenue and higher margins (since Google rewards increased CTRs with lower CPCs). In addition to catapulting your PPC program to the next level, ad copy testing can have implications and use cases across your entire organization. Here are a few of my favorite use cases:

Leverage ad copy to test offline marketing messages. Does your company do direct mail? How about press releases? How about print ads in magazines and newsletters? One thing is for sure: The cost of testing messages on Google AdWords and Bing Ads is extremely cost effective. Collaborate with your entire marketing organization. Test messages via PPC before running them in other marketing programs. The added benefit: Ideas that come from your offline marketing organization may end up as winning online messages.
Consider incorporating winning ads into your website’s language. You should always be testing ads, landing pages, and user experience. I’m a big fan of Big Testing, a concept made popular by my friend Scott Brinker, Co-Founder and CTO of ion interactive. If you’re running big tests on your landing pages and website, you may not be quite as focused on marketing language and value proposition. This is where you can gain so leverage from your search marketing program. Leverage SEM to help drive brand positioning and value proposition on your website.
Communicate winning ad copy with your call center. If you have a large call center, perhaps they can benefit from your winning ad copy by weaving components of your ads into call center scripts. It’s all about integrating your winning marketing language across the customer experience. Also, make sure to sit in and listen to customer calls. Spend time with your call center reps. Call centers are an amazing source of ad copy testing inspiration.

I hope these tips help out. How do you leverage ad copy testing for the benefit of your overall company?

Are You A Big Tipper?

By PPC Ian Leave a Comment May 14 0

When it comes to digital marketing, I’m about as frugal as they get. I like to get the absolute maximum return for my advertising dollars. It’s all about cutting costs, and being efficient and optimal. When it comes to life, I’m prudent from a financial standpoint. However, I do enjoy tipping and consider myself to be a big tipper. It really is all about doing the right thing. When someone does a good job and provides good/great service, I like to give a great tip. Many people rely on tips as an important source of income. Tips are my way of giving back and making others smile.

I recently had the pleasure of attending two amazing digital marketing conferences: I spoke at Search Insider Summit and I attended AdWords Performance Forum. At these conferences, there were many opportunities to tip: waiters, hotel employees, housekeeping, drivers, and so much more. I took these opportunities to tip, I always bring a stack of fives and singles when I travel, for this very reason.

In life and business, I have noticed that there are others like me who enjoy tipping. However, I have also noticed that there are people who do not tip. I like to pay attention to the tipping habits of others because you can learn a lot about someone from their tipping generosity (or lack thereof). Just a few points you may wish to ponder, when analyzing someone from a tip perspective:

Are they generous, or could they be cheap? Generous is a very good thing, someone generous likes to look out for and take care of others. They are a team player. Someone cheap sometimes has poor judgment, because they fail to invest money when it makes prudent financial sense or is simply the right thing to do. Cheap, however, is not to be confused with frugal. Someone who is frugal is often smart because they cut costs on the right items but are smart about investing when it makes sense. Frugal individuals can still be tippers, but cheap individuals are often not.
Do they truly care about others? Do they value the happiness of others? Do they value good work and how it adds value to society? If someone likes to tip, I am often able to infer great things about that person. If they avoid tipping in very key situations, I sometimes start to wonder.
If I were to do business with this person, would they try to nickel and dime me? Or, are they going to be more flexible and collaborative when it comes to money.
Does this person like to cut corners? Tipping is a “finishing touch” in my opinion. Those who like to tip are leaving no stone unturned, they don’t like to cut corners.
Does this person have the right values and global perspective (caring about others and not only themselves)? Tipping can help demonstrate character.

Important word of caution: You do not want to fully understand someone based on their tipping habits alone. That would be far too little data. It’s just like digital marketing: You need a statistically significant sample size to truly understand someone. Tipping alone is not enough. However, observing someone’s tipping habits can help round out your perception.

As you journey through life and also business, pay attention to tipping. See what others do, it can sometimes tell you quite a bit. Also, I encourage you to take a look at your own situation. Do you tip those who do great work? If not, why not? Remember: No tip is too small, anything is better than nothing! Every good thing you do for others will end up coming back to you in one way or another.

AdWords Performance Forum 2013 Pictures & Recap

By PPC Ian Leave a Comment May 10 3

What a busy and exciting two weeks! After speaking at the MediaPost Search Insider Summit at Amelia Island, FL last week, I attended the Google AdWords Performance Forum in San Francisco this week. The world of digital marketing is truly 24/7. These have been two weeks of balancing a full workload with the extra responsibility and fun times of great events! Today, I wanted to share some exciting photos from the APF 2013, and my fun experience.

Steve Kroll (Rocket Clicks), Tom Wolf (Rocket Clicks), Ian Lopuch (Me)

It all started on Monday at the W Hotel San Francisco. As soon as I arrived, Googlers greeted me in the lobby and directed me to the third floor. On the third floor, Google had a special VIP check-in area, complete with Google Micro Kitchen. Google thought of every possible detail, they made all of their guests feel like royalty.

After checking in, I went up to my room and was truly impressed. The rooms were outstanding, I could not be happier with the experience. The workstation, view, and overall feel of the room made me feel right at home. This was perfect since I had to get a full week’s worth of work done while attending the conference. The workstation and pleasant experience made that super easy.

Monday night, Google had an amazing kick off party. They had delicious food, amazing displays (see the Jelly Fish and Google Earth pictures below), and awesome company. My words cannot fully do the event justice, you must see the pictures below. I bumped into several Googlers I know and a variety of friends from the industry. I was especially happy to bump into my friends Steve Kroll and Tom Wolf from Rocket Clicks, PPC, SEO, and UX agency. After the Google party, Steve and Tom were kind enough to treat me to a fantastic dinner at Ame Restaurant at the St. Regis Hotel. We chatted about online marketing, business, and life. If you are looking for an agency, I highly recommend checking out Rocket Clicks. They are truly amazing. They are not only one of the best when it comes to knowledge and results, but are truly honest, great people. It is my honor to call Steve, Tom, and Rocket Clicks my friends.

After dinner, I headed back to my room to catch some sleep. Day two (Tuesday) was awesome. It was a day full of learning. I especially enjoyed the session about Enhanced Campaigns. I’m truly pumped up about Enhanced Campaigns and learned a lot of great ideas, directly from other leading advertisers and Googlers. After this conference, I feel incredibly prepared to take full advantage of the new Enhanced Campaign paradigm. Another highlight of day two: The opportunity to have lunch with Google product managers, providing feedback about the platform. I’m always thrilled to share ideas/feedback with Google and truly enjoyed the collaborative working session lunch. After a long day of sessions, day two ended with yet another party. It is very clear that Google invested a ton of time and money in preparing this conference. It showed through in every single detail. I had a lot of fun on day two, and bumped into my friend Sean Marshall from PPC Associates. Sean is an amazing guy and works at an amazing company, we had a ton of fun catching up.

Day three (Wednesday) was a half day of more great sessions. Google packed in so much valuable content, networking, fine dining, and partying. They truly care about their advertisers and are vested in their success. Thank you, Google, for an amazing AdWords Performance Forum. It was my honor to attend!