Posts By: Robert Brady

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Hardcore Pubcon Prep

Here at Trafficado, we take our Pubcon preparation seriously. To endure 3 days and 3 nights of mind-melting internet awesomeness is no small task. So what did we do to get ready?

Physical Stamina

There are a lot of obstacles that can keep you from rocking Pubcon: jet lag, lack of sleep, poor nutrition, etc. Start off by getting in shape. Here are a few recommended exercises:

Pull Ups

Pull ups

Push Ups

Push Ups

Handstand Push Ups

Advanced Tactic: Handstand Push Ups*

*Less experienced conference goers may want a spotter when performing this exercise

Party Prep

They hold this conference in Las Vegas for a reason: the party possibilities are endless. However, we know a couple skills that you should have to maximize your ROI:

Drinks

You need something to help you through the night.

Bad Beat

All in with pocket Aces was a great move…until that Jack came out on the river.

Chip Shuffling

Chip shuffling…look good even when you have no idea what you’re doing.

Plan Ahead

Showing up is great, but to REALLY get the most out of Pubcon you need to plan ahead.

    1. Networking – Review your LinkedIn, make a list of people you want to meet, arrange meetings ahead of time. This is your chance to meet the rockstars of internet marketing face-to-face.
LinkedIn Connections
    1. Sessions – Look at the session grid and pick which sessions you will be attending. Some time slots will be a no-brainer, but sometimes you have to choose between “SEO: Hot Topics and Trends” with Stephen Spencer, Jill Samprey and Greg Boser or “Increase Your Post Click Conversion Performance” with George Aspland, Brian Massey and Janet Driscoll Miller.
Pubcon Session Grid

 

Conclusion

Pubcon is not for the faint of heart, but it you do it right you’ll go home with tons of great new ideas for your internet marketing. And remember, what happens in Vegas stays in Vegas!


PPC

PPC May Be Hard, But It’s Worth It

Pay-Per-Click (PPC) is an attractive marketing channel for any business due to the immediacy of results and the ability to only target search users at the moment they’re looking for you. However, many companies jump in, lose a few hundred/thousand dollars and then give up on PPC because getting results is too hard.

Effective Tactics Are Difficult

MarketingSherpa published a new marketing research chart today that shows results from their recent 2012 Search Marketing Benchmark Report. The full chart is posted below, but you’ll see that the x-axis represents degree of difficulty while the y-axis represents the level of effectiveness for various PPC tactics:

PPC Tactics Effectiveness and Difficulty

As you can see Highly Targeted Ad Groups, Split Testing Landing Pages and Relevant Copy for Each Ad Group are the most difficult tactics, but they are also the most effective. The relative size shows how popular the tactic is, so despite the difficulty, good ad groups and relevant copy are the most used tactics.

In-House vs. Agency

If you are considering PPC or have seen less than stellar results from your own efforts Trafficado can help. We offer PPC management services for budgets of all sizes so you can get professional PPC management without hiring an in-house resource.


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Why PPC Is A Smart Investment

PPC Dollar Sign
Pay Per Click (PPC) advertising can be a highly effective channel for increasing traffic and sales on your website. Too often, however, people feel like it’s a matter of PPC versus Search Engine Optimization (SEO). This isn’t really a useful comparison, because any website that would benefit from a pay per click campaign would benefit from SEO, and most that do SEO would benefit from doing PPC. Sites that have no interest in selling something probably don’t need PPC; however, SEO can still benefit these sites by increasing traffic, which has its own benefits.

Pay per click advertising is non-organic, meaning these placements appear because they’ve been paid for and not due to any objective ranking system by a search engine. If you want to appear at the top of the first page of a search engine results page (SERP), you can, as long as you can afford it. A lot of internet users will know that you paid to get there, but if you have what they’re looking for, they won’t care. If you don’t have time to wait for the fruits of a good SEO project, pay per click can be a way to quickly see results, if done properly.

Almost all pay per click advertising is done through the big three search providers: Google, Yahoo!, and Bing. These advertising networks allow you to place ads on the SERP’s and directly on web pages of third party affiliate sites. Each time your ad appears, and someone clicks on it, you are charged the current cost per click. How much that is depends on how much you bid, which in turn is dependent on how much other PPC advertisers have bid. If you’re willing to pay $0.04 per click, but someone else is willing to pay $0.05 per click, their ad will take precedence. Your ad will either appear in a less prominent place on the page, or not at all if there is only one spot. This isn’t cause for alarm though, because if your bid is at least competitive, you’ll always appear somewhere.

As with SEO, keywords are vital to PPC. The difference is that you can specify several keywords and change them as often as you want. The keyword list is a cornerstone of an effective PPC campaign. Because you have to pay each time someone clicks your ad, you want to weed out people who are just browsing without any intention of buying. If your list is too broad, you may attract a lot of these web surfers and waste your money. On the other hand, if your list is too narrow, you’ll miss out on a lot of potential buyers. Using negative keywords, i.e. terms that you don’t want to show up for, can help you target the right audience also.There is an art to nailing the perfect keyword list, and often you need someone outside of your company to help you get it right. Online marketing consultants can really earn their pay here.

No one gets PPC advertising right straightaway. This is why frequent, almost neurotic monitoring of your campaigns is essential. Google, Yahoo!, and Bing provide PPC clients with the reports needed to evaluate the effectiveness of their campaigns. The information on these reports can help you tweak your keywords, locations, ad copy, and the time periods during which you want your ads to be seen. You should be looking at your campaign performance daily, even hourly.

Pay per click advertising, in a way, was made for the “little guy.” Anyone can do it, and most people can learn how to do it well enough to see decent results; however, professional online marketers can transform an okay PPC campaign into a lean, mean conversion machine. Even though you pay a little extra for their services, your net will almost always be greater, especially if you haven’t done much PPC yourself.