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Susan WenogradVP, Channel StrategyGoodway Group@SusanEDub

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“What was” and “what is”

How to leverage the “what is”

Evolving how we think about conversion

Cultural habits and challenges

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The good news is, we’re not that bad now.

The bad news is, there’s a lot of data, a lot of specialists involved, and some folks are just in a rut with the way they handle their paid search routine.

Sup?I buy banner ads. I got us 10mm

views at a $0.50 CPM. I am AWESOME.

Neat.I bid on 500,000 keywords at up to $45 CPC. We’re always #1.

We’re showing up on midget porn sites and are #1 for that

keyword. Bitchin’.

• Conversions were a nice-to-have.

• Channels didn’t matter much – you just spent budget.

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Share Conversion Wins/Fails.Every channel is different, but test, test, test some more. (And for God’s sake SHARE IT OUT.)

Your PPC Portal Shouldn’t Exist in a Vacuum• Dynamic value tracking • Consider longer-term conversion plays by tiering the actions people can take that indicate success, such as “on-click” goals in Analytics.

Use Analytics Assisted Conversions & Conversion Types.Conversions aren’t just about the last-ad-seen attribution. They’re often a longer road with signals along the way.

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• New channels will always emerge – avoid tunnel vision.

- Semantic search- Social/Graph Search channels

• Realize the ease of attributing conversion credit is dissolving.

- Search retargeting. It’s search, but it’s display. - Facebook Graph Search: what is that? Social? Search? Both?

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Paid search is traditionally seen as a “conversion channel.”

Conversion tracking is a

blessing and a curse. A “blurse,”

if you will.

(Bill dared me to use this photo of him. Don’t call my bluff, man.)

Is that limited to sales and leads? Do we know that it’s not a catalyst for the start of a consumer journey vs. its end?

Things that have traditionally been an “anything” channel aren’t living in that silo anymore.

Conversion tracking is important, but it can also inhibit exploration of a channel’s additional benefits in the conversion ecosystem.

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• Different specialty shops being cloak-and-dagger about results.

• Closed access to Analytics universe.

• “We need 400 clicks per month at a $2.00 CPC.” (Yes, these people still exist.)

• Lack of attention to tools available. (Dynamic phone numbers, ecommerce values, etc.)

(a.k.a. Things that turn me into Gordon Ramsay)

Use best practices from channels other than just the

one(s) you control.

Is the way you did PPC last year the same way you’re

doing it now? Change proactively – a year from now you should be doing it differently from

today. (*cough* Enhanced Campaigns*cough*)

Integrate what you can, when you can. Use ad

extensions in AdWords. Use click-to-call when it makes sense.

Leverage, test, and repeat. Do not get comfortable with a set formula.

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Gracias!

Connect to me: @SusanEDub

(We are in Miami, after all.)