Episode 6: Top Paid Search Updates of 2017

2017 recap Top Paid Search Updates

2017 recap Top Paid Search Updates
In this episode, a panel of PPC specialists give their verdicts on the changes made by Google, Bing and others during the year.

Shownotes:

Panelists: Doug McCaffrey, Olga Gladycheva, Pierre Levasseur, being moderated by Glenn Schmelzle

Updates made by Paid Search platforms that we cover:

  • Custom Intent Audiences
  • AI Attribution models
  • Review & Promotion extensions
  • Ad variations
  • Modeling conversions via GCLID
  • IF function in Ads
  • Account Health score
  • AdWords Experience UI
  • Cross-device remarketing
  • Nearly Exact Exact Match
  • Youtube ad restrictions
  • GSP stops reading emails
  • AdWords + Google Optimize

Funnel Reboot tip:

Stay up-to-date through the Google Ads blog

Episode 5: Dealing with how work’s changed with digital

Thomas Edison and the Brain Trust, AKA the Muckers

Shownotes:

This episode covers the way we work in digital. As the pace of work has sped up, we’re using more agile methods to plan our resources. As automation and artificial intelligence enter, we’re deciding how it gets used in our marketing stack. We are also figuring out how our organizational culture fits with this, so everyone can focus on a funnel that efficiently converts visitors into buyers.

This Episode’s Links:

Scott Brinker’s Book, “Hacking Marketing”

Jim Sterne http://twitter.com/jimsterne

Christopher P. Berry http://twitter.com/cjpberry

This Episode’s Reboot:

Read the Agile Manifesto at
http://agilemanifesto.org/

Photo: Thomas Edison and ‘the muckers’ in front of the Menlo Park laboratory

Episode 4: Dealing with how digital is measured

Shownotes:

This episode is about how digital has changed how we measure marketing. We’ll cover the explosion of data brought by the Internet. We’ll look at how to clean and filter data so only the right kind is used for analysis. We’ll talk about tools for analyzing and reporting data, for sharing data with core areas of our business, and also for insights we ourselves get out of it. Finally, we’ll see how more leads can be generated by analyzing how buyers respond to our content.

Links mentioned:

Urchin Software  (acquired/rebranded as Google Analytics)

Robert Rose

Difference between Stock and Flow numbers

Renaissance Men

Eric Peterson’s Big Book of Key Performance Indicators (author’s full-text release)

This Episode’s Reboot:

I’m going to recommend that you review your own KPIs. You can even benchmark them against some external KPI libraries out there. First time I learned these things existed, I was fascinated. There’s kpilibrary.com, free-kpi.com, smartkpis.com and others. These are all great places to get inspiration for choosing the KPIs that matter to your own organization.

Episode 3: Dealing with Digital Conversations

brad geddes

Shownotes:

One of the ways that digital has changed marketing is in how buyers converse with sellers. the experiences we deliver actually facilitate a conversation where they buyer talks him or herself into either buying or engaging with sales.

Links Mentioned:

Robert Collier (great article here on the Collier Principle and Collier’s bio)

Cluetrain Manifesto, Ch 4 “Markets are Conversations”

Brian Clark “Educate people enough to do business with you”

Don Peppers & Martha Rogers books

Joe Pulizzi and the Content Marketing Institute 

Funnel Reboot:

Imagine you’re not a marketer for your product, but rather the person who it’s intended for.

  • Get a keyboard or notepad out and write down all questions you’d need satisfied before you’d feel ready to buy the product. If nothing’s coming to mind, you can pretend to be someone who has bought from you. A client you personally know, so you can picture what they’d say.
  • Now, go to your website and other online properties, and check off each question that those sources answer. Do you have any unchecked questions when you’re done? Those are the gaps in the conversation.
  • Make a plan to turn this rough list into a set of content topics you’ll cover , to give buyers the kind of experience that leads to a sale.

Episode 2: Dealing with Digital Channels

shannon weaver model

Shownotes:

This is the 2nd in a 5-part series on how digital marketing’s different.

We’ll cover four prevalent types of ad channels (Search Results, ads preceding or near content, Ads in a Feed, Content-as-an-ad) and their targeting options.

Links to People/Things Mentioned:

The Canter & Siegel Spam Debacle

Samuel Scott article “How Google Analytics Ruined Maketing”

Rachel Parker

Mitch Joel

Robert Scoble, author of “Naked Conversations”

Perry Marshall, author of “80/20 marketing”

Funnel Reboot:

Use this matrix to compare your currently used ad platforms compare to the channels and targeting combinations available to you.

Matrix of Ad channels and targeting methods

 

Episode 1: Dealing with Digital Mindset & Skills

How Mindset matters when dealing with digital marketing

 

This is the first in a 5-part series on how digital marketing’s different.

Shownotes:

“This instrument can teach, it can illuminate; yes, and even it can inspire. But it can do so only to the extent that humans are determined to use it to those ends.”

These words belong to journalist Edward R. Murrow. Though he was describing television, it might as well apply to the primary medium of our digital age. The Marketing discipline in the Internet-era is wildly different than that of the TV-era. This episode asks how those of us in marketing have had to shift our thinking in this new era. What mindset and skills do we need to deal with digital?

Links to People/Things Mentioned:

Seth Godin

Terry O’Reilly

“The Hard Thing about Hard Things”, by Silicon Valley VC Ben Horowitz

Andrew Chen’s Law of Clickthroughs

Paul Roetzer author of the “Performance Marketing Blueprint”

This Episode’s Reboot:

Check out the skills inventory list from The Marketing Performance Blueprint (reprinted with permission). It gives a breakdown of the 15 skill areas that you can use to Assess your own abilities.

skills inventory assessment