Today we might have found NYs worst pizza (coined by Mel as pizza sushi – since the dough was umm...undercooked) and even with the fear of potential food poisoning looming we’ve still been hard at work here at SES NY on day three.
We’ve been blogging, filming with our flip, and picking up podcasts that we’ll share with you through our Insights Podcast series.
Think you know Mel and Jason?
You might want to check out the funny intro to our video – and then take a few minutes to see what session leaders had to say about the tools you need to be successful, how to build your brand, and how to increase your PPC ROI..
You can also check out videos from Day 1 and Day 2 too! Check out soome photos on our Facebook Page too!
Two sessions today provided advanced guidance – the first was on Advanced Paid Search this session was awash with attendees and seven speakers up on stage including Andrew Goodman who expressed the importance of CTR in helping save money and get more clicks per search. Think targeting and not reach at first. It’s important to laser in using match types properly to prevent wastage.
Matt Van Wagner from FindMeFaster.com helped the audience understand negative keywords that help filter out unproductive clicks and reduce impressions so click-through rates goes up. He said campaign performance goes up because the right ads appear to the right people. He suggested adding negatives conservatively, be selective, look at analytics for leakage.
Negative KWs are crucial to any campaign. Wister Wallcott from Marin software showed some really good stats showing how many impressions and, more importantly, how much money a customer wasted by not implementing a negative KW strategy. The company was bidding on “registry” because they ran a gift/wedding company and didn’t put – software, defender, booster, windows, cleaners, optimize and clean in. They paid the price!
The second advanced session on Advanced Keyword Research – had Stacy Helman from Microsoft on the panel. Stacey showcased adLab and the adCenter Add in for Excel. She also talked about how longer searches are becoming more popular with users with 5+ word searches up 10% and 8+ word searches up 22% - making the long tail keywords essential to PPC campaigns.
She also shared that conversion rates on one word phrases are actually higher those that contain 2-5 words.
Those are our tips for the day. Let us know if you enjoyed our coverage of the conference and it’s back to Redmond for us.
Cheers!
Jenny