Add3 – Digital Marketing Agency with offices in Seattle & Portland


This was my first time attending the SES Conference in Chicago. The team here at Amplify put together a three-minute video for the ‘Attendees Choice’ contest on the SES Conference Facebook page. The contest involved creating a video that suggested a session idea for the conference. After writing the script, filming, and some editing magic, we submitted our video. We were lucky enough to be chosen as one of two winners. As the selected member to attend the conference, I was excited to attend and report back conference highlights to the team.

Our winning video requested a session that explained how to use and present analytics to show you wins at search marketing. Michael Pantoliano and Thom Craver were the speakers for our audience choice session and provided some great tips and insight into using analytics effectively in reporting.

How To Show Your Wins at Search Marketing With Web Analytics

Michael Pantoliano

Michael focused on KPI’s and custom reporting elements. I was surprised at the number of attendees in the audience who were unaware of the meaning of KPI’s and their importance. A KPI is a key performance indicator and is defined as a measure that helps you understand how you are doing against your objectives. Establishing strong KPI’s leads to understanding which, in turn, leads to actionable items to improve account performance. Some key points that Michael highlighted during his presentation are:

  • Create Mini KPI’s – Distill data down into segments that are applicable to your audience
  • Conversion Rate – Gold standard KPI (tied directly to bottom line)
  • Know your audience – Analytical (data, precise) vs. Emotional (big picture)
  • Conversion Segmentation
    • Google vs. Bing
    • Branded vs. Non-Branded
  • Say no to automation when creating reports for your clients
  • Create custom reports
  • The Executive Summary is the most important element of the report. Also include:
    • What was done
    • What will be done
    • Status of efforts
  • Michael’s slides are available here.

Thom Craver

Thom emphasized the importance of establishing a clear goal so that your wins are based on how much money is made at the end of the day. Creating micro conversion goals in addition to goals for macro conversions can do this.

SES Chicago Attendees Choice

  • Micro Conversions – Makes person a warm lead, ie/ HR pages, mailing list, newsletter
  • Macro Conversions – Conversions, revenue generator, ie/ On average, a customer / conversion is worth $$$ to us
  • Segmentation
    • Create groups / subjects
    • Test goals and conversions against visitor subsets
  • Reporting data vs. Reporting information
    • Don’t look at everyone as a whole
    • Group like campaigns together
  • Apply values
    • Origin of visitor
    • Organic / direct / campaigns
    • Individual domains

Other Sessions

There was a lot of information covered over the course of the conference and I have done my best to include the main highlights and share the insights from some of my favorite sessions:

Ads in a Quality Score World – Noran El-Shinnawy and Paul Corkery

Noran El-Shinnawy is the Director of Marketing at BoostCTR, dives with sharks (jealous!) and created a fun session that allowed attendees to come up with their own ad copy ideas that included all of her suggested criteria. The best headline suggestion of the session was for a hair loss company: ‘Patchy Upper Lip?’

  • Google’s #1 customer is the user
  • Main quality score components
    • Click through rate – largest factor
    • Landing Page
    • Relevance
  • Calculated at every query and every time it has the potential to appear
  • Estimated increased cost due to quality score figures can increase cost by over 40% for keywords that receive quality scores that fall below the lower half of the scale (5 – 1).
  • Quick Fix Tips – Increase Relevance, Add Value, Call to Action

Paul Corkey is SMB Operations Program Manager with Microsoft Advertising and provided a ton of information and insight regarding the quality score component on Microsoft AdCenter, stating that quality score is the GPS for account optimization.

  • AdCenter Quality Score – Not a direct influence on rank or price, there is no formula
  • Quality Score Diagnosis
    • 7 – 10: Keyword is competitive
    • 6 – focus on negative keywords and increasing CTR
    • 1 – 5: focus on landing page, limited eligibility, sub-scores
  • Historical quality score metrics are available under the reporting tab (located under add / remove columns)
    • Impression weighted available within ad group
  • adCenter negative keywords – lower level negatives override campaign negatives

Social Media and Sports – Scott Reifert, Peter Stringer, and Bryan Srabian

Social Media and Sports Panel

Scott Reifert is the Vice President of Communications with the Chicago White Sox and offered free tickets to a White Sox game next season for new Twitter followers! Peter Stringer is Director of Interactive Media with the Boston Celtics and Bryan Srabian is the Director of Social Media for the 2010 World Series Champions – the San Francisco Giants.

  • How do you change your Facebook audience into ROI?
    • Collect data, know your fans
    • Facebook game: create games, questions, and apps to increase fan interaction. Amongst the questions include personal interest questions so you can gather information about your fanbase and use for your benefit in future advertising initiatives.
  • Create an Instagram account for your client – unique look at the brand, behind the scenes photos, more artistic
  • Google+ – do not treat it like a Facebook page, more for SEO purposes and to increase rankings

Conversion Tools of the Master Craftsman – Bryan Eisenberg

Bryan Eisenberg serves as an advisory board member of Search Engine Strategies and is the co-author of the Wall Street Journal, Amazon and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?” and “Always Be Testing”.

  • Tools: Insights, page testing
  • People: Insight, management, calculation
  • Process: planning and creating new ads, optimizing old ads and content
  • Conversion rate should be at least 10%
  • Language in the ad = language in the landing page (increases quality score)
  • Here are some great tools that will provide insight into your landing page layout and format:
    • Graybit: shows you your page in a grayscale. View elements, content, margins, etc
    • Wirify: will spit out wire frame of your web page
    • Feng-gui: shows you where your users hover on your web page
    • GetPremise: WordPress plug-in that allows customizable pages
    • BTBuckets: segmentation / behavioral targeting site

PPC Beyond Search: New Ad Formats, Display and Social – Joseph Kerschbaum

Joseph Kerschbaum is Vice President of search, display and social advertising agency Clix Marketing. Joseph is also co-author of “Pay-Per-Click Advertising: One Hour a Day,” published last year.

  • 5 Awesome Strategies for the Display Network
      1. 1. Focus on your target audience
        2. Manage your CPA
        3. Separate your channels (never run a display campaign identical to your search campaign)
        4. Segregate your devices
        5. Narrow down placement display campaign audience
  • Is your remarketing campaign attracting a large audience? Layer it down to a more focused group using topics or interest targeting:
    • Interest categories: describes content by placing a cookie on what sites the user browses on
    • Topics categories: describes content by page visited
  • Bonus Tips
    • Impression cap with remarketing to prevent excessive ‘stalking’ of users
    • CPA bidding and enhanced CPC bidding
    • Frequent ad testing
    • Exclude high CPA websites
    • Target previous customers after 60 days

The Tools of the Trade for Paid Search – Brad Geddes

Brad Geddes is the founder of Certified Knowledge, an online paid search training and toolset provider. Brad is the author of “Advanced Google AdWords” and is one of the first Google Advertising Professionals and Microsoft adExcellence members.

  • The larger the account, the easier it is to manage because you have more data and metrics to measure. It takes a less amount of time to reach statistical significance in PPC tests.
  • The best tool to mange accounts is a calendar or project management system
  • Number 1 PPC management tool – AdWords editor
  • Negative keyword tool: Query Miner

Analytics for Paid Search – Andrew Goodman and Joseph Kerschbaum

Andrew Goodman is founder and President of Toronto-based Page Zero Media. Andrew is also the author of “Winning Results With Google AdWords”.

  • Longer tailed, higher intent, better quality score
  • Singular terms usually get a lower quality score
  • Click-through-rate does not equal high quality score, Google normalizes ad position
    • ie/ higher rank, higher click-through-rate expected
  • Low quality score
    • High bounce rate, back button
  • Bid automation – Broad match can contaminate and increase cost per action and starve out phrase and exact match terms

As previously mentioned, Joseph Kerschbaum works for Clix Marketing and I was fortunate to see him speak at two different sessions.

  • Focus on core business objectives
    • Data extraction
    • Download stats and filter in AdWords Editor
    • Automated reporting
    • Create custom alerts
  • Analysis prioritization
  • Top Down analysis
    • Campaign – Network – AdGroup – Copy – Keyword – Site
      • ie/ Find keywords that are exceeding the designated KPI, separate out from others, and find out why. Then review at adgroup or campaign level
  • Wide View analysis – secret ROI killers

I had a great time at SES Chicago and would love to attend again. I want to thank Incisive Media for running the SES Chicago Attendees Choice contest and Marilyn Crafts and Laura Roth for all of their help in arranging my trip.

Below is the winning video for the SES Attendees Choice contest for your viewing pleasure! Kudos to Christian Bullock and Ryan Campbell for their award winning acting skills! Let us know what you think!

About Add3 Team

Comments & Replies