On April 27th and 28th I had the privilege of attending the PPC Hero Conference in Portland, Oregon. The conference consisted of some of the greatest minds behind paid search, all sharing their experiences, mistakes and best practices with myself and the other attendees. Manny Rivas from Aim Clear, Chris Goward, CEO & founder of Wider Funnel, Andrew Goodman from Page Zero Metrics and Jeffrey Brown from Hannapin Marketing were just a few speakers who shared their knowledge with me. The experience behind each one of these gentlemen was not only educational but also inspirational.
One of my favorite classes that I attended was “PPC Hero’s Favorite Mistakes.” The reason I loved this class so much was that it made me realize even the top professionals in the paid search industry started out somewhere, and had to learn through failure before achieving the success they have today. They told tales such as misspelling the client’s brand name, or adding the brand name to the negative keyword list, but forgetting to exclude them from the branded campaign.
If you’re not familiar with PPC, this means that when users are searching for the clients by their actual brand name, the client’s ads will not show because they were blocked in the negative keywords list. Other mistakes I heard, that I thankfully never experienced were uploading campaigns from Google Adwords over to Bing and the locations not converting correctly. This caused a client who was supposed to be targeting locally to start targeting nationally, and spent their entire monthly budget within a few hours.
Other than paid search horror stories, however, there were 10 times the amount of success stories. We also learned the future of where pay-per-click is headed, and just how much you can already do. They explain in extensive detail about tracking in-store visits. 34% of users who searched for a store on a PC or tablet actually visited that store the same day while 56% who searched on their mobile device performed the same action.
At first I couldn’t figure out how they could possibly come up with these percentages. I didn’t understand where they were getting the data from. That was until they explained just how far we have come in terms of tracking users and their actions. Google actually has developed a tactic with the permission of the store owner to study their Wi-Fi signal. Unbeknownst to me, every Wi-Fi signal is unique like a fingerprint. Once Google has that print locked into their tracking, they can tell if somebody clicked on an ad using their mobile device and then that mobile device enters the store. This is known as “In Store Visit Metrics” and the targeting has such pinpoint accuracy, it can tell whether or not you enter the store targeted from any adjoining stores next to it, such as in a mall.
The final keynote of the conference was presented by the advertising team at Twitter. As expected their presentation was amazing. They shared with us such metrics as 80% of all tweets come from mobile devices. Also, that on a daily basis there are over 500 million tweets occurring, and that they can all be specifically targeted by your client for future leads. Twitter marketing involves selecting keywords that best fit your industry. Then when somebody tweets using one of your keywords, a follow up tweet is automatically generated on your behalf and displays on their wall. For example, if a user tweets “I need a #coffee so bad” and coffee is your company’s keyword, a follow-up tweet will present itself from your coffee company with a link.
In conclusion, having all those experienced minds all under one roof for two days was incredible. The knowledge that was absorbed from this conference was phenomenal, to say the least. It was the first PPC Hero event I have attended, but without a doubt it will not be my last. I love the paid search industry and after one event I learned to love it even more.