When it comes to conferences let’s just say I’ve been to a few. Okay maybe more than a few…maybe more like a lot. Okay fine! I admit it…I’m a conference junkie. I can’t help it, somewhere between too much coffee, a few too many cocktails, and a lot of handshaking I find myself completely elated to be in this industry…
with all of you.
{Enter BlueGlassLA.}
This past week I have been in Los Angeles (huge thank you to Rand—my boss for allowing me to work from coffee shops and enjoy the Southern California sunshine), for the first ever BlueGlassLA conference. For those of you (clearly living under a rock) and not sure what BlueGlass is, you can read all about the merger here, and quickly understand why I was excited for this one.
After tweeting out I was attending a few weeks back I got a DM from someone—who I will not publically embarrass at this time—and it said, “seriously what could possibly be special about this one, it will be the same old stuff.” My reply was, “just you watch, this one will be special.”
{Pats self on back for being right}.
BlueGlassLA didn’t just attract a top-notch speaker lineup, but it filled the room with people that are making waves in our industry. I was literally shocked to see all of those faces in one room, and even more shocked to see them all meeting each other, hitting it off, trading biz cards, clinking glasses. I mean wow…just…wow.
Okay this post isn’t meant to make you feel bad about missing BlueGlassLA (although it may not have been your best decision ever) instead I wanted to highlight something original that BlueGlassLA reminded me of…
The whole is greater than the sum of the parts.
What the hell am I talking about? BlueGlassLA set out to change up the conference agenda. You can tell by scoping out the schedule they wanted to capture the full cycle of Internet marketing, from the very beginning (seeking out investment) to the middle chaos (trying to build a community and harness attention) to the end challenges (increasing traffic, making money, optimizing the pieces).
While I have always been aware that you needed each piece to perform for success, I think somewhere along the way I forgot that it’s not about having each piece do well, it’s about having them intersect and do AMAZINGLY well.
The BlueGlassLA speakers each spoke to their successes, their failures, and everything in between but perhaps even more importantly, in my opinion, is that they all alluded to this idea of reaching out to your network for help in the areas you don’t know. In doing this, you are able to make sure that no piece is overlooked, or half-assed.
Even the moderators and BlueGlass employees themselves touched on this as they complimented each other (in typical sarcastic, smart-ass ways) on how well they each know their piece of the Internet marketing pie. By surrounding yourself with people that are the best at what they do, you start to see a whole that is greater than the sum of its parts.
I felt like this whole damn conference exuded this tenet, and I was privileged to sit in the audience. I think in many ways the conference audience became an extension of the knowledge on stage…again demonstrating the power of smart people eager to learn more.
Too often at conferences there are “tracks” of topics, and I go about my paid search, SEO, and social panels. While I get to see friends, and hear about a new site or tool to check out, I rarely walk away thinking “Jesus that just blew my mind.”
By tearing down the walls between the different parts of Internet marketing and filling in some, too often overlooked, holes, I think this conference reminded me just how little I know. For those of you who know me well, you know that I value few things more than “knowledge” and “exposure to new ideas.” They keep us humble, and stretching, and motivated.
While I could have written about my experience at BlueGlassLA in a few different ways, I felt the need to really reiterate—what I believe—to be BlueGlassLA’s biggest achievement—the way in which they took a bunch of really smart Internet marketers and reminded us just how much more we have to learn.
For that I think the audience walked away from the conference a little more excited to “get after it,” and that is freaking priceless.
Did you mess up by not attending? Yeah. You. Did.
Luckily for you, and for me, it looks like they are going to be putting on another one later this year in New York. See you there? I’ll be up front eating my piece of humble pie.
Lately at SEOmoz I have been spending a lot of time in the GA interface. It’s great to get back into the data, especially when working for a site that has so much data to wander through. As I started my benchmarking and explored some trending scenarios I was in the Intelligence tab. I actually tweeted out that I was in there playing around and was met with a number of replies asking me what Intelligence was and how it should be used.
You asked. I answered.
This post will explore the Intelligence tab and hopefully motivate you to play around on your own. So the Intelligence tab—what the hell is it?
It was Google Analytic’s attempt at an alert system. We all know that GA is meant to handle accounts of all size, and I believe this tab came out of a direct need from site owners to quickly access the health of their sites. While we all know the dashboard quickly visualizes peaks and valleys, and the “compare to” date range feature enables all of us to get a quick numeric breakdown of our changes, the Intelligence tab was an attempt to take this to the next level.
In short GA wanted you to be able to log in, go to Intelligence and quickly see if there has been huge changes in data over the past day, week, or month. They have both given you automated alerts (ones they believe are important) and they have provided the ability to set your own custom alerts. Both of these alert situations are customizable in the sense that you get to decide the threshold of alert sensitivity. I’ll get more into that in a bit.
Image 1 shows you where the tab is located, and Image 2 shows you what the Intelligence tab looks like. I have isolated the key components of Intelligence and provided further explanation on how to use them.
Image 1:
Image 2:
Features & Purpose:
1. Bar Graph Timeline: This shows you visually what days during your set time range have the highest and lowest number of alerts. You can click through on each individual bar to examine the day specifically.
2. Bar & Data Point: These two correlate the number of alerts on any given day with a visual representation of traffic for that day. As you can see for the day highlighted that when you hover you can receive both data sets to assist you during your research.
3. Create Alert Link: This is where you can go in and create a custom alert. I will talk more about this in a bit.
4. Custom Alert Link: This is where you click through to research any custom alerts you have set up for your account.
5. Automatic Alert Link: This is where you click through to research any alerts that GA has decided you should be notified for (based on your alert sensitivity level).
6. Alert Sensitivity Setting: You set how “sensitive” the alert system should be. Low would notify you of basically any change in the data, while high sets a very high bar for notification. I always suggest if you have a new site or if you are monitoring a specific marketing move keep the sensitivity low to medium, but if you have a huge site (which innately receives data changes frequently) keep the sensitivity medium to high.
7. Data Presentation: This is where each alert is explained. This is just one, but all the alerts fall below it (just cut off in snippet image). The data given is the data change, the range you would have expected, and some specifics on what metric they are highlighting.
8. Significance Visual: This is a bar graph given by GA. It is their attempt at telling you how concerned you should be about this particular alert. You can sort by high significance, which is nice if you only have a few minutes to check the health of your site.
9. Create Segment: I will touch on segments in more detail in another post, but if you do know how to create segments you can do so here to correspond with any alert. Great for comparing a number of metrics and pivoting through them.
Hopefully that helps explain the key pieces to the Intelligence tab. The idea is that anytime there is a big change to the traffic or vital stats of your site the Intelligence tab notifies you. GA wanted to provide all of us with a virtual assistant in our dashboards. How nice of them.
I did want to touch on custom alerts a little bit (see Image 3 below). I highly suggest you go in there and play around with the different filters. You can get seriously specific with these. You can segment out your traffic in so many ways, and have it tell you when a certain “condition” hits a “certain value” or below. Then you can add in a “metric” to be used as a baseline. This is all great stuff to consider as you push out site changes, marketing campaigns, new promotions, etc. You can name all of your custom alerts, and even have yourself (or whoever else) emailed when this alert is triggered. Great stuff for us data heads.
Image 3: Setting a Custom Report
Okay that is it for now. Hopefully I have shown you a few things you didn’t know coming in. Intelligence was released last November I believe and since then I have been finding more and more ways to utilize its features. As per the usual, Google has released this in beta so who knows how long it will last…3 months, 3 years…but either way we can assume they will be updating the features and adding in more awesomeness as requested by users.
I would love to hear your stories on how you have leveraged the Intelligence tab for your own data research and adventures. Data heads sharing data ideas is basically heaven right?
Whoa it’s been over a month since I last wrote here. Craziness. I would like to formally apologize for my blogging laziness. It has been a busy month to say the least. I thought I would update you all on what I have been up to, what new things I am working on, and all that good stuff.
First off—the new gig. I have officially been working at SEOmoz for a full month now. For those that missed the announcement…don’t worry there was no announcement. The transition was a quiet one. A lot of people asked me if the move to Seattle was for SEOmoz, and the answer to that is no. I actually moved to Seattle for a change in scenery and a change in pace. As I mentioned back at the end of ’09 I really wanted to find some more balance in my life. I wanted less “go go go” and more “sustainable momentum.” My move to Seattle was a huge first step toward that.
The move in-house was a second huge step toward that. I have been consulting for a little while now and although I love it, it has been challenging to keep up with YourJobStop while working as a consultant. I believe most consultants would agree that while the flexibility of working for yourself is amazing the lack in stability can be difficult at times. I found that the consulting was overflowing into my weekends and into the early am hours. I have always enjoyed the #latenightshift but I also realized this isn’t sustainable.
Over Christmas of this past year I began to consider moving in-house again. While I never officially went looking for a job, I did come across some amazing opportunities. One of which was SEOmoz. After meeting the team, sharing lots of coffee with Rand and hearing the upcoming plans for this remarkable start-up I couldn’t help but jump on board. Luckily they were hiring for a position that I felt I was a strong fit for.
I am the new Director of Customer Acquisition and Engagement which will enable me to focus on analytics, PPC, content, and social media while trying my hand as some affiliate fun. To say I am excited about this new opportunity is an understatement. The brainpower packed into the SEOmoz team is seriously amazing, and the SEO software industry is booming right now. It’s an exciting place to be…great stuff to come for sure.
So what about YourJobStop? I am actually humbled by the number of you that reacted by asking me about the future of YourJobStop. It reminds me that while it has been a long year we have done some great things with this little job search engine. I will still be working on YourJobStop. We actually just launched new and updated job search widgets that anyone can customize and place on their site as an added functionality for readers. My business partner and I are still pushing forward with YJS, and as usual we thank all of you for your awesomeness and support.
So I miss you. I have taken a break from conferences over the past few months as I settled into Seattle and SEOmoz. I have missed the conferences and meet-ups. The break was much needed and I feel like it has left me renewed and…missing you 
I will be speaking at a few different conferences coming up:
PubCon, Dallas (April 13th-15th) Social Media & Competitive Analysis
SearchExchange, Charlotte (May 17th- 19th) Social Media Tools & Landing Page Optimization
I will also be attending SMX Advanced in June for two reasons, first off its one of the best conferences all year and secondly it is literally in my backyard this year. Short commute FTW!
Well that is about it for now. I promise to step it up the next few weeks and push out some posts with actual insights (hopefully) as well as reconvene the excitement over at YourJobStop. In the meantime if anyone is looking to learn more about this really great SEO software I know…hit me up, I know a site you should check out…
I have been trying to wrap my head around this post for a while now. Every other night for the past two weeks I’ve sat down and tried to tackle it like any other post…outlining key points, considering conclusion paragraphs, and shaping potential titles, only to realize I am so overwhelmed that I usually just walk away. Frustrating to say the least.
The truth is a year and half into venturing into the world of entrepreneurship I find myself at a crossroads. I find myself tired quite often, and overwhelmed by the never ending to-do list. The excitement for the project at times feels more like a burden I am wearing…since it is literally impossible to shut off…impossible to qualify in the eyes of friends & family.
Being an entrepreneur has quickly made itself one of my defining characteristics—oftentimes not by my own accord. It works its way into your intros, into your bios, and before you know it your RSS is full of fellow entrepreneurial blogs, your lunch hour consists of Skype chats with other startup founders, and your weekends are spent wandering new sites, new tools, etc. You consume stories of trial and error like it’s the bible, you find yourself seeking out other entrepreneurs if only to exchange a glance of exhaustion laced with extreme ambition.
I have grown to realize that entrepreneurship is a double-edged sword of awesomeness and it comes with expectations you’ve never considered before.
I am in no way saying that being an entrepreneur brings with it this impossible struggle unmatched by other professions. I’m not writing this with a chip on my shoulder, but instead I am trying to wrap my head around what makes entrepreneurship such a journey of personal growth. I think it’s worth noting that when you embark on an adventure tied to your name, defined by your actions, born from your thoughts…it is easy to lose sight of reasonable expectations.
All of a sudden success is no longer defined by the simple words it once was, for example: winning, profitability, influencing, or helping. Instead an entrepreneur lives with a hodgepodge of expectations that seem to snowball on each other. We must build something, expand, create, innovate, share, influence, teach, produce, return a profit…not to mention all the while sustaining a lifestyle bred on obsessive creativity.
There are so many pieces to succeed at, so many supporters hoping to see you win, so many skeptics to prove wrong, and so many personal goals you have set since that first day you bought the domain for your soon to be baby. Before you know it, you are unable to justify shutting off your computer or spending time on anything other than the project at hand.
Time flies too. You lose all sense of reasonable time lines, and instead phrases like “as soon as possible” and “now or never” become your stopwatch. Statements like “get it done” and “make it happen” become mantras that you can’t escape…not that you really even want to.
Entrepreneurship brings a level of expectation I have never experienced, and one I am still struggling to wrap my head around. I normally try to conclude my posts with some pretty little point wrapped up in some fancy smancy red bow (yes I just made up the word smancy), but I’m not sure I really had one when I started this post.
Instead it seems enough to have admitted that although it is the best decision I have ever made, this journey of “being an entrepreneur” has certainly changed me. Whereas before I looked at launching your own venture as the defining characteristic to someone being an entrepreneur I have realized since, that it is a long road. The word has very little to do with the initial action and everything to do with how you handle the expectations that come with the lifestyle.
I have no idea where that leaves me now, but somehow just admitting how hard it is seems to help. Huh, who knew? Another lesson learned.
How many times a day do you get pinged by a friend to check out an article? Or how many times do you scan through your Twitter stream and see a close virtual friend ask you to vote for something? A dozen? Two dozen times a day? This social sharing culture has enabled all of us to rally support on a national…even global level. It’s a beautiful thing.
Today Sloane Berrent DM’d me a link to check out. She is a finalist in the Myspace Journal competition, an online media event in which Myspace has partnered with the Wall Street Journal to send one lucky winner to the World Economic Forum in Davos-Klosters . By attending this prestigious event the winner chosen will be able to bring attention to a cause of their choice. Right now 5 lucky ladies have made it to the final round, with Sloane being one of them.
Okay so here is the real reason I decided to sit down in the middle of the day and write a personal blog post—today I signed into my Myspace account.
Yup it happened. I broke my streak—a little over two years of NOT logging into Myspace. Why am I proud of this number? I don’t know. I am though. I think its like a big F-U to Myspace for letting the glitter cat banners take precedent over my search for awesome music. Maybe it was because it took me months to finally spam out all of the notifications they managed to send. Although it is because of those notifications I now know exactly when all 2000 of my closest fake friends have birthdays. Ugh.
All I know is for the past two years I –like many of you—have enjoyed the side jokes regarding Myspace. In fact just the other night, Kristy, Shannon, and myself spent 6 minutes of our evening trying to figure out what the public notification was called on the Myspace interface, only to triumphantly scream BULLETIN. That sums up the personal relationship I have had with Myspace for the past two years. I took pride in ignoring her.
Then today the DM. First thought was “I’ll support Sloane in this for sure” after all this lady has traveled the world saving lives, rebuilding towns, reminding us all that we have an ability to make the world better. She has recently relocated to New Orleans with a desire to help this city rebuilt into the gem it once was, and brings with her a team of global supporters. One of which I consider myself to be.
So as I click the link and find myself as a Myspace Log-in page, I literally panicked. Uhmm is she serious? Myspace. What the &%^$? So I pushed forward and tried to remember my password. Yeah that was a huge #passwordfail. So I actually went and reset the password enabling me to log-in and vote for Sloane.
While a bit of my pride may have been lost I can’t help but think if ever there was a worthy time to break the streak this was it. So why write a post about it? Well I’m a geek. I know that most of you still have Myspace accounts (us Internet-ers rarely DELETE an online presence…) and I’m willing to bet that when you admit that you still have an account you quickly follow it with “but I haven’t signed in for years.” Right? Well what if I told you that signing in and voting for Sloane Berrent could help save a city? What if I said bitch slapping that chip off your shoulder actually did something good for the world outside your cubicle?
I think that would make for a pretty good Tuesday. #justsayin
So how about it? Once we all get in there we can send each other dirty messages, and post glittery postcards on each others’ wall. Is it called a wall? Ugh here I go again.
Vote for Sloane Here. Many thanks folks. Much glittery, sparkly, happy love.
Posted in PPC on 21. Dec, 2009
I came across a post on seroundtable today that got me thinking. Apparently a WebmasterWorld thread was discussing whether PPC bidding wars are still as common as they once were. Over the past year and a half (particularly) Google has made it harder to rank first based on bid alone, introducing a variety of quality score concerns as determining factors for position ranking. The article I came across today polled readers to find out how often—if at all—they still participated in PPC bid wars.
I’ll be very interested in those results.
But either way, the issue sent me on one of those internal debates us PPC-ers love to participate in. I’ve always argued against bid war management styles, mainly because I believe too often PPC marketers shoot themselves in the foot with such tactics. When two people wake up everyday (or bid every few hours) with the sole purpose of outranking a competitor, they are raising the expectation of spend for everyone else.
Those two advertisers are letting Google know that word is worth more, and alas, overtime, our minimum bids increase across the board. It’s like getting a bunch of advertisers in a room and having everyone start smacking each other. It really is quite silly.
So here I was today, reading that article up on my high horse when it dawned on me—how is that different from branding budgets? I have definitely participated in branding buys before for both companies and clients. (For those who are new to the PPC chaos—branding budgets are when a client or boss tells you that you have “X” amount of money, and rather than focus on a set conversion return, your primary goal is to gain share of voice a.k.a. be on the top…all the time.) For the record, I think most people would agree that branding budgets are a lot less common than they used to be.
These days we have so many different tiers of conversions and levels of success to use when quantifying a campaign’s performance, it seems a bit reckless to ever just spend to rank. But it stills exist–position bidding not just as a setting but as an overarching approach still exists, and oftentimes with great success.
With all of that said, I have to admit for a girl that has always preached against bidding wars, I have always been a fan of branding budgets. Alas, I guess that is why they say “the devil is in the details.” I definitely look forward to hearing the results from the poll mentioned above. What about you guys? Any of you still participating in bidding wars? What about branding budgets?
What a year. There was a whole lot of learning that went on this year that is for sure. I was thinking last night that out of my past 5 years in this space this year really was different. It was a year of huge announcements in our industry, great growth, conflicts, and amazing conversations. For me personally this year’s end concludes my first full year as an entrepreneur.
Now don’t go clapping or anything, I have after all been contracting out PPC for longer than that, but last year was the year my business partner and I left our old jobs and pushed forward with YourJobStop.com full steam ahead. We took an idea over a cup of coffee we had two years ago and finally saw it through in 2009. We created a solid site with strong functionality and a real purpose for today’s job seekers. Whew…I don’t know about you guys but seriously…this year flew by.
So what did I learn? I thought I would compile a quick list of the Top 5 Entrepreneurial Lessons 2009 Taught Me, if only because I think a lot of the lessons I’ve learned in business this year are some of the most important ones I’ve learned my entire life. So here we go (and yes these are in order of awesomeness)…
5. Great Ideas Aren’t Static
Growing up I was always pretty good with change. I’ve picked up and moved across the country, backpacked unknown countries, jumped from college to grad school to the real world to entrepreneurship, and so on and so forth. I’ve always loved change. Then I started a business, and this business had a very pretty concise business plan. Little did I know that business plan would change. As this year passed, truths that were evident when we launched our company have evolved, and my partner & I have had to push forward with completely different initiatives.
I panicked like no other. I chugged some coffee (a.k.a. wine) and realized that “great ideas aren’t static.” If your business idea is the same it was three years ago, and you have failed to push into new audiences, areas, and opportunities…well you are not just failing your customers, but your business as a whole is suffering. Movement is a crucial component of momentum…and momentum is key for success.
4. You Can’t Control Other People’s Work Ethics
I tweeted this out not too long ago and—whoa—did you guys agree. It appears I was one of the last to learn this lesson. I blame too many years in academia where you are forced to work in teams and groups and committees. I took this classroom-project approach and thought business would be similar. Nope. I was so wrong, my friends. I spent the first half of this year trying to compensate for others not “quite on my time line” and losing my mind in the interim.
Then one day I just realized…I can’t make people move faster, and I can’t make them work harder BUT as an entrepreneur I choose who I work with. I can fire people. That’s a hard lesson to learn after a year of being told I am supposed to “play nice” with everyone else. So my fellow business owners just remember—if you are continuously bitching about the people you “work with” you have no one to blame but yourself. Suck it up, make some changes, and get on with it.
3. Asking For Help Isn’t A Sign of Weakness, It’s a Sign of Strength
I love challenging myself with new goals. This year I ended up learning so many new aspects of our industry. I dabbled in biz dev, client relationships, billing, editing, and affiliate partnerships. NONE of which was on my resume before starting YourJobStop. The first half of the year was rough as I tried to consume every word out there on these different skill sets, and teach myself the ins and outs. Then a friend of mine in the industry and I were chatting it up and they were like “you know you could just ask one of the 20 people you know that do that for a living.” {big gulp}.
Asking for help before seemed like a great way to announce my inferiority in something. Well guess what…here is a little secret for you…I don’t know everything. Neither do you. So start asking for help, start reaching out to the experts you have met along the road, and be thankful for the advice they have to give you. Trust me…there will be a day you will get to pay them back. It’s the cycle of entrepreneurship.
2. Get to Know Yourself, Others Expect It
I love to dabble. Hell I even love the word “dabble.” I’ve always been the girl that was just above average at a lot of things, but never really AMAZING at one certain thing. I think this trend lends itself to researching lots of new things, but never quite taking a stance on a particular angle. In sports, politics, and conversation this makes you a fair-weathered person. You tend to like what is likable right now, and you talk about it, and get excited…knowing you will move on when everyone does. Well there is no such thing as a fair-weathered entrepreneur.
You need to have opinions, you need to stand strong on certain initiatives and goals and fight for them. Others expect this from you. The more you waiver, the more faith that is loss in you. Not the company, but in you. This year has taught me that all though I may not know everything, I am certainly more willing to stand up for what I believe in. My voice is louder, my stance is stronger, and I’m not afraid to be wrong. That’s a place you have to be if you want to succeed.
1. It’s Just a Job
I just felt all of your eyes roll at once. It’s okay. There is this notion that if you start your own company you have to LIVE THE COMPANY. You have to breathe it in, and breathe it out, everyday, 24 hours a day, 7 days a week. You all know me well enough to know I love the craziness that comes with getting excited about an idea. I love coffee, I hate sleep, I love talking with you guys and getting all crazy at 2 in the morning on Skype, IM, Twitter, etc. But this year has taught me that all of this…is just a job. Contradictory, I know.
I watched a lot of you this year tweet out pictures of new homes, of your weddings, of your new baby girls and boys. I read your blogs on the travels you took, and the awesome weekend adventures you tackled. 2009 has taught me that perhaps I want more of that in my life, and a little less of being an entrepreneur. It’s a strange place to find when you are one year deep into a new company, but I also believe that if you work hard enough and smart enough, you can find the balance in life. Todd Mintz once reminded me that not sleeping is actually a bad thing. I’m not 100% sold on this idea, but 2010 is certainly going to be my year to explore that idea This year I am going to go after my goals, but remembering…that I am more than my job.
Okay that was a lot of writing for a top 5 list, but hey I’m a rambler. I hope you all found a little something in there you could relate with. I also hope you all had an amazing 2009. So many of you changed jobs, changed locations…it was crazy! I loved it. You are all such an inspiration to keep pushing forward until we are all loving our days and nights, and sharing it with each other. I think there will be a whole lot of that in 2010 my friends, I really do. Happy Holidays.
Posted in PPC on 08. Dec, 2009
I am a huge fan of aggressive things. Seriously. I like watching car chases, enjoy loud music, and dig all adrenaline-oriented activities. I think part of the reason I’ve been successful in the past is that I’m a “Go Big or Go Home” type of lady. You can blame my two older brothers for that one.
When it comes to managing PPC accounts this approach can come in handy. Clearly the “make it happen now” approach is great when gathering information, engulfing yourself in a vertical, setting up tests, collecting data, and building out new landing pages. The more you can get up and testing, the better you will be in the long run—for the most part.
But what about bid velocity? Is an aggressive approach always best? That’s been something I’ve struggled with for quite some time, finely settling on a simple “no, it’s not.” The truth of it is there are times you should absolutely decrease your bid velocity and focus your PPC management efforts elsewhere. This has little to do with your resources, or outside time line factors and everything to do with the life cycle of your keywords.
So what are some examples of times you should decrease your bid velocity?
Test Campaign Launches: No matter how long you have been doing PPC, anytime you introduce a new campaign, make sure you keep the bid changing to a minimal for at least a full week, if not longer. To collect quality data you need to see how those keywords are received through-out each day, and on weekends…independent of any bidding variables you may want to introduce.
Promotional Campaigns: This may seem counter intuitive, since promotional campaigns tend to run for shorter period of times. You would think success would be found in changing bids often and capitalizing, but ultimately your pre-launch testing and data should take all of that guesswork off the table. The promotional campaign should be kept as stable as possible, so at the end you can say it was the promotion (and not your bidding strategy) that decided its level of success or failure.
When Automating: If you are applying any sort of AI principles to your campaigns, try to keep them as macro as you can. Leave the constant bid tweaking to the humans. Yeah I know that just got a few of you all riled up, but hey that is what the comment section is for. Go have at it…
Smaller Budget Campaigns: For those advertisers out there spending a few thousand a month or less, keep in mind you face a whole separate bag of issues. One of them being your budget restraints already limit your data return sets, so decreasing bid velocity can increase the value of that data when you are looking to extract overarching truths to move forward with.
Okay those are just a few things to get you all started with. I’m not saying to freeze your bidding finger entirely, or that there aren’t exceptions to the above examples. However, too often new advertisers think once they get some data they should start applying it, mixing things up, and get the ball really moving. As fun as that can be, you can also shoot yourself in the foot, by inevitably countering your initial successes with too many bid changes.
When it comes to bid velocity and best practices there are always a ton of opinions on the subject… so PPC-ers, let’s hear them. This blog is officially open for all debates {metaphorical gavel slams on desk}.
What is it about Seattle? Perhaps it’s the title of Hidden Gem it’s been wearing for so long. Tucked away in the Northern tips of our beautiful nation lies one of my most adored cities—Seattle, Washington. When I was first contemplating the move to Seattle from Los Angeles, I was met with nothing but laughter. “Why would you even consider leaving the sunshine behind for dreary days, and gloomy evenings?,” they all asked. The truth of it was I didn’t have a real reason for packing up my one bedroom apartment and driving the 19 hour road trip to my new home. For a girl who has planned her life so perfectly, and so appropriately up until now, this was beyond out of character.
My New Seattle Office Set-Up
However, something just felt right. I had only visited Seattle once prior to the decision, but that one visit called me back like an old friend from college. It’s as though I knew there were stories to hear, new fun moments to embrace, and a warm world of energy that I could truly feel home around. That was what Seattle had promised to me when I first met her only a few months ago. The rain, the traffic, the noise of this city seemed to be nothing more than a few hiccups in a beautiful song.
All I could think of was putting on a cute pea coat in the morning, some warm fuzzy boots and wandering around Belltown in hopes of the perfect latte. Seattle is a city of coffee lovers, of newspaper readers, of tech geeks. I wanted to be part of that world. I wanted to let it surround me and nothing was stopping me from trying something new.
It’s been a few weeks now, and although the rain has visited frequently, there is no doubt this city is the place my feet were meant to land. For now it is the perfect balance between a new adventure and an old memory I can’t wait to recall someday…
Pardon the chaos. Currently trying to make some sense of my online chaos and get a dedicated page up with service information, price points, and of course–get the ppc & social blog up. You know the one you are going to add to your RSS…oh yeah “that” one.
Check back in a few. Much love.
with all of you.
