3Q Digital Download

Steering clear of Bing? Big mistake. The underdog is coming on strong with Bing Shopping campaigns. Join host Joe Kerschbaum and guest John Lee of Clix Marketing as they discuss the effectiveness of the platform.

Here are John’s steps for setting up Bing Shopping:

Set up Bing Merchant Center

Create a store

Download feed template from the store. You can use altered Google Shopping ads this way.

Upload feed.

Verification can take up to a week (usually 3 days)

Focusing on lead-gen is old news. Use CPX bidding and closed loop marketing to focus on generating quality leads instead. Host Joseph Kerschbaum and guest Luke Alley from Avalaunch Media discuss the new tactic in this episode.

Here are Luke’s key takeaways from this week’s episode:

You have to approach the project like you’re a consultant

Get ready to get your hands dirty (something’s going to break)

Start thinking about quality leads over cost per lead

You’ll look better in the eyes of your clients/boss

You’re still going to need to be really good at AdWords

Are you excited to give Closed-Loop Marketing a try? Let us know in the comments!

 

 

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Join host Joe Kerschbaum and guest Matt Umbro (#ppcchat!) for an in-depth discussion on Google Shopping!

Here are Matt’s key takeaways:

Make sure you have a feed provider or update your feed on a daily basis.

Within the feed be very granular, break out product types and write optimized titles and descriptions.

Set up a campaign structure that is going to be easy to optimize. Break out product types by campaigns/ad groups.

Continue to optimize.

Use the data you find in Google Shopping to help the other areas in your accounts.

Podcast episode 9 is all about ad testing and copy! Featuring industry giants Joe Kerschbaum and Brad Geddes, this episode will get your ad tests on the level.

Here are Brad’s top 5 tips:

Define why you want to test: what are your success metrics?

What are you going to learn from the test?

Are you going to do a/b testing at an ad group level,  or by using multi ad group systems?

Determine how much you’re committed to looking at competitive info.

Set a schedule to check results, pause losers, and create new ads.

Our host, Joseph Kerschbaum and guest Manny Rivas from aimClear have an in-depth discussion about YouTube advertising.

Here are Manny’s key takeaways:

Set up remarketing lists in order for them to build, even if you’re not running video ads.

Define what you’re trying to achieve. The goal will determine which ad units you’ll use.

Create campaigns so that they’re segmented enough for you to be able to discern which is helping you meet your goals.

Make sure you have a regular and aggressive schedule for placement optimization.

YouTube is a social community, so go back and engage with comments.

That’s all for now. Follow this wisdom, and you’ll be a YouTube expert in no time!

 

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Our host, Joseph Kerschbaum, and guest John Gagnon talk Bing (which is great because John is a Bing Evangelist)!

Here are John’s key Bing takeaways:

Take advantage of the new Universal Event Tracking in Bing

Utilize your negative keywords to optimize your campaigns.

Don’t neglect mobile. Bing has seen awesome growth on mobile.

Check out all of the new tools available in the Bing Ads UI.

Use as much segmentation as possible to improve performance.

Enjoy the episode!

 

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Our host, Joseph Kerschbaum, and guest Jay Stampfl talk all things remarketing in this episode of the 3Q Digital Download Podcast.

Here are Jay’s key takeaways:

If you have a subscription service or a product, identify which terms are going to be navigational. If a user has already bought or subscribed, cut them off of the remarketing list to save money.

Use Bid only, with 0 modifiers to collect free data on your existing campaigns.

If you’re running RLSA, don’t just increase bids on people who’ve visited. Take advantage of different tactics: maybe buy competitor terms for people who abandoned a shopping cart a week ago.

Mix up your messaging! If you’re not changing your ads for remarketing, you’re not leveraging it to its fullest. Try a promotion or “what’s new”.

Don’t throw your whole budget into remarketing because you are seeing high ROAS; that doesn’t mean that the increased CPCs are justified. Run a cost-benefit analysis on what happens to audiences with different levels of investment.

Have a killer topic we should cover on the show? Let us know in the comments, or at [email protected].

 

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Welcome to the 5th episode of the 3Q Digital Download Podcast. Join our host, Joseph Kershbaum and guest Aaron Levy as they discuss how to create compelling Marketing Personas to ensure your ads are reaching the right audience.

Here are the 5 key takeaways according to Aaron:

Use the information you already have in AdWords, Analytics etc. to find out information on your existing audience.

View search query reports as questions; learn what the audience is looking for help with, and provide the answer with your ad copy and landing pages.

Follow the breadcrumbs left by retargeting – see what else your audience is doing, what else they care about and what motivates them. Use the data to inform the value propositions you use.

Talk to the social team, and learn to use their analysis tools. LittleBird, Demographics Pro and FollowerWonk can help gain insights into your audience (and your competitors).

Talk to people! Talk to sales teams, customer service teams and in-store employees; if a live chat is available from the site, dump it into a word cloud to see what bubbles to the top.. Learn the language the customers use, and what gets them over the purchase hurdle.

Join us in two weeks for the next episode!

 

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Have a killer topic we should cover on the show? Let us know in the comments, or at [email protected].

Join our host, Joseph Kerschbaum, and our guest, Lisa Raehsler, as they talk about prepping your accounts for the busy holiday season.

Here are Lisa’s key takeaways:

Focus on planning and being prepared.

Review keywords, making sure seasonal keywords are active. Prepare seasonal ad copy. Edit and schedule sitelinks and call-out extensions. Review the budgets.

Landing pages: make sure they match ads in offer and are optimized for sales. Make sure you have mobile-optimized pages.

Make sure there is a mobile ad version, not just a desktop ad. Considers users’ behavior and what they want to do on mobile.

Remove holiday ads at the end of the season. Re-set for post-holidays.

See you in two weeks!

Have a killer topic we should cover on the show? Let us know in the comments, or at [email protected].

 

Subscribe to the 3Q Digital Download Podcast via iTunes, Stitcher, or wherever you listen!

Welcome to the 3rd episode of 3Q Digital Download Podcast. Join our host, Joseph Kerschbaum, and guest Robert Brady as they discuss the recent changes to Close Variants.

Here are the 4 key takeaways according to Robert:

Use negative keywords to force a match to a specific keyword.

Consider the overhead of adding dozens or hundreds to your exact match ad groups.

Focus on the top head terms that need the tightest control.

Monitor metrics closely and adjust accordingly (watch for impressions creep, possibly clicks, and perhaps cost).

Join us in two weeks for the next episode!

Have a killer topic we should cover on the show? Let us know in the comments, or at [email protected].

 

Subscribe to the 3Q Digital Download Podcast via iTunes, Stitcher, or wherever you listen!