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Tag: Marketing

AMC Theatres Goes Local with New PPC Marketing Strategy

March 5, 2019 No Comments

ppc-marketing-amcIn 2015, the movie industry reported a record setting $ 11 + billion in world-wide ticket sales. According to the Fool.com article entitled A 2016 Outlook for the Movie Theater Industry, The U.S. theater industry is controlled by three main companies Cinemark Holdings , Regal Entertainment and AMC Entertainment. However, in the PPC Marketing world, which can sometimes act as a “barometer” of company marketing vision, only one of these industry titans is starting to learn toward paid search on its own accord. Can you guess which one?

As you can see in the screenshot below (thanks to SpyFu.com – Search Marketing Competitive Analysis) AMC Theatres has started to put some ad dollars in Adwords while, Regal and Cinemark have remained stagnant.

Movie Theatre Companies in PPC Marketing

 

AMC Goes all-GEO in their PPC Keyword Strategy:

The data shows that AMC has been spending a majority of their PPC dollars on GEO-centric keywords within the past couple months. This could,  in effect, be in effort to boost awareness in these specific regions, especially when we see Zip Codes as part of the keyword strategy. However, this strategy could be in direct competition with Fandango which basically controls the entire Search Marketing landscape? Well, lets just say there more to the story….

Screen Shot 2016-04-28 at 9.25.19 AM

How did Fandango dominate the Online Movie Ticketing space?

In a very interesting article back in 2012 from TheWrap.com entitled, How Fandango Won the Online Movie Ticketing War, it talks about how Fandango convinced AMC to leave a competitor and the rest is history.  According to the article: “Fandango managed to convince the country’s second largest theater chain to jump ship from MovieTickets.com, adding 3,000 more screens to its rolls. Making the defection particularly painful is the fact that AMC was one of the companies that founded MovieTickets.com in 2000 and remains a part owner. Then, in short order, Fandango announced it has partnered with three former MovieTickets.com cohorts, AOL Moviefone, Yahoo! Movies and MSN Entertainment, to sell tickets, putting it substantially ahead in the battle to establish a foothold on the major portals.

Who’s Dominating in PPC Today?

According to the graph below, Fandango has been controlling a majority of the PPC Marketing space (yet notice the roller coaster effect in seasonality), but as mentioned before, AMC is starting to get more involved. However, I am a little surprised by the lack of effort by Movietickets.com as well as Cinemark and Regal which have no presence at all in the PPC Landscape.

Screen Shot 2016-04-28 at 9.50.16 AM

In conclusion

The “Soap Opera-like” story of how Fandango convinced AMC to leave MovieTickets.com to become the largest online movie ticketing company is interesting. However,  my biggest take-away is the early 2016 surge in GEO-centric keywords from AMC. Is this a sign of things to come? Will Regal Cinemas and Cinemark follow AMC in their PPC efforts? We will have to wait and see.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


Marketing Technology Awards 2019

March 2, 2019 No Comments

We’ve been working together with our sister site, ClickZ, to honor the best and brightest marketing technology companies today (which includes some SEO-related tools). 

These Marketing Technology Awards are voted on 50/50 by the community and by a panel of judges. The ceremony will be hosted by Scott Brinker, and will take place on the night of March 21 in Tribeca, New York.

We’ve been raising quite a bit more hubbub about it on ClickZ, which more directly covers all marketing technology.

But since our SEW name is on there too, we wanted to make sure everyone here was in the loop as well. (You’ve probably seen it in the newsletters!)

How do the Marketing Technology Awards work?

You can read full detail about the Awards on the official website here, and can see answers to common questions here.

Categories span across various types of marketing technology, including CDPs, ABMs, call analytics, conversational bots, and a dozen more.

And of course, a handful of more SEO type things such as search tools, location-based marketing, mobile marketing, etc.

Categories also include “Use of Technologies” (best campaigns, best tech stack), as well as “People” (martech CEO and CMO).

The awards were free to enter, and anyone who has used any of the platforms (excluding employees) could vote on them, rating the tools on things like ease of use, integration, innovation, value for money, customer service, etc.

Finalists were determined based 50% by community votes, and 50% by these judges.

marketing technology awards panel of judges

Announcing the finalists

So for 2019, we want to thank everyone who has entered, nominated, voted, scored, and otherwise provided your valuable insights and experience.

We’d like to announce the list of finalists for this year, and offer a huge congratulations to everyone on this list.

We can’t wait to celebrate you and your great work at this event.

Here’s the full list:

Technologies

Best Account Based Marketing Tool

  • Demandbase
  • Jabmo
  • Uberflip

Best Analytics Platform

  • AT INTERNET
  • Interana
  • Pathmatics
  • TapClicks

Best Attribution Platform

  • Fospha
  • Marketing Evolution

Best Call Analytics Platform

  • DialogTech
  • Infinity
  • Invoca
  • Marchex

Best Chat/Conversationsal Bot/Tool

  • Drift
  • Smooch
  • Wizu

Best Content Marketing Tool

  • Acrolinx
  • Percolate
  • Turtl

Best Conversion Rate Optimization Tool/Technology

  • CoolTool
  • Lucky Orange
  • WEVO

Best Customer Data Platform (CDP)

  • Adlucent
  • Arm Treasure Data
  • Fospha
  • Tealium

Best Customer Relationship Management Platform (CRM)

  • Crowdvocate
  • Erply
  • Zaius

Best Data Privacy/GDPR Tool/Technology

  • Isatis CyberSoft
  • Sourcepoint

Best Data Visualization Tool

  • Adobe
  • DashThis

Best Demand Side Platform (DSP)

  • Amobee
  • SmartyAds
  • The Trade Desk

Best Digital Asset Management Platform (DAM)

  • Canto
  • Widen

Best Email Service Provider (ESP)

  • Epsilon
  • GetResponse
  • MessageGears
  • Upland Adestra

Best Influencer Marketing Platform

  • CreatorIQ
  • HYPR
  • IZEA Worldwide Inc.

Best Location Based Marketing Platform

  • Brandify
  • Chatmeter
  • Rio SEO
  • Yext

Best Marketing Automation Platform (MAP)

  • Maropost
  • Omnisend
  • Salesforce
  • Swrve

Best Mobile Marketing Platform

  • Attentive
  • Urban Airship

Best Paid Media/Bid Management Tool

  • Adlucent
  • Kenshoo (Kenshoo Search)
  • SmartyAds

Best Personalization Platform

  • Certona
  • Monetate
  • RichRelevance
  • Sitecore
  • Yieldify

Best Predictive Analytics Platform

  • Keen Decision Systems
  • SmartyAds

Best Sales Enablement Technology

  • Clari
  • Highspot
  • List Partners LLC
  • Seismic

Best SEO Tool

  • Conductor
  • OnCrawl

Best Social Media Marketing & Monitoring Company

  • Kenshoo (Kenshoo Social)
  • Rascasse

Overall – Marketing Technology Company of the Year

  • To be announced from the list of finalist at the awards dinner

Use of technologies

Best Customer Experience Campaign

  • Nestlé (Nestlé China)
  • Ogilvy (H&M & Ogilvy)
  • Best Data Enablement Campaign
  • Adobe (Adobe)
  • Catalyst (Catalyst & Tauck)
  • Idomoo (Fairmont Hotels & Resorts)
  • Marketing Evolution (Marketing Evolution)

Best Marketing Technology Stack

  • Catalyst
  • Kenshoo Inc.

Best Personalization Campaign

  • Conversant (Swanson Health)
  • Location3 (Mountain Mike’s Pizza)
  • Selligent Marketing Cloud (OPEL NETHERLANDS)
  • Sitecore (Herschend Family Entertainment (Dollywood.com))
  • Velocity Worldwide (The Belfast Classic/Sport Changes Life)

Best Technology Combination

  • Akamai
  • Glisser
  • Merkle (Globe Life and Accident Insurance)
  • TVTY

Best Use of Marketing Technology

  • Adobe (Adobe & Adobe Advertising Cloud)
  • Ogilvy (H&M & Ogilvy)
  • SAP (SAP & MSIGHTS, Inc.)

People

Marketing Technology CEO Award

  • Conductor (Seth Besmertnik, CEO, Conductor)
  • Marketing Evolution (Rex Briggs, CEO, Marketing Evolution)
  • Sourcepoint (Ben Barokas, CEO, Sourcepoint)
  • Tapad (Sigvart Voss Eriksen, CEO, Tapad)
  • Trustpilot (Peter Holten Mühlmann, CEO, Trustpilot)

Marketing Technology CMO Award

  • Hootsuite (Penny Wilson, CMO, Hootsuite)
  • The Trade Desk (Susan Vobejda, CMO, The Trade Desk)
  • Yieldify (Hannah Nakano Stewart, CMO, Yeildify)

Again, a huge congratulations to all of these fantastic companies and people! For inquiries about the ceremony, please see more information and contact info here.

The post Marketing Technology Awards 2019 appeared first on Search Engine Watch.

Search Engine Watch


Marketing Technology Awards 2019

March 2, 2019 No Comments

We’ve been working together with our sister site, ClickZ, to honor the best and brightest marketing technology companies today (which includes some SEO-related tools). 

These Marketing Technology Awards are voted on 50/50 by the community and by a panel of judges. The ceremony will be hosted by Scott Brinker, and will take place on the night of March 21 in Tribeca, New York.

We’ve been raising quite a bit more hubbub about it on ClickZ, which more directly covers all marketing technology.

But since our SEW name is on there too, we wanted to make sure everyone here was in the loop as well. (You’ve probably seen it in the newsletters!)

How do the Marketing Technology Awards work?

You can read full detail about the Awards on the official website here, and can see answers to common questions here.

Categories span across various types of marketing technology, including CDPs, ABMs, call analytics, conversational bots, and a dozen more.

And of course, a handful of more SEO type things such as search tools, location-based marketing, mobile marketing, etc.

Categories also include “Use of Technologies” (best campaigns, best tech stack), as well as “People” (martech CEO and CMO).

The awards were free to enter, and anyone who has used any of the platforms (excluding employees) could vote on them, rating the tools on things like ease of use, integration, innovation, value for money, customer service, etc.

Finalists were determined based 50% by community votes, and 50% by these judges.

marketing technology awards panel of judges

Announcing the finalists

So for 2019, we want to thank everyone who has entered, nominated, voted, scored, and otherwise provided your valuable insights and experience.

We’d like to announce the list of finalists for this year, and offer a huge congratulations to everyone on this list.

We can’t wait to celebrate you and your great work at this event.

Here’s the full list:

Technologies

Best Account Based Marketing Tool

  • Demandbase
  • Jabmo
  • Uberflip

Best Analytics Platform

  • AT INTERNET
  • Interana
  • Pathmatics
  • TapClicks

Best Attribution Platform

  • Fospha
  • Marketing Evolution

Best Call Analytics Platform

  • DialogTech
  • Infinity
  • Invoca
  • Marchex

Best Chat/Conversationsal Bot/Tool

  • Drift
  • Smooch
  • Wizu

Best Content Marketing Tool

  • Acrolinx
  • Percolate
  • Turtl

Best Conversion Rate Optimization Tool/Technology

  • CoolTool
  • Lucky Orange
  • WEVO

Best Customer Data Platform (CDP)

  • Adlucent
  • Arm Treasure Data
  • Fospha
  • Tealium

Best Customer Relationship Management Platform (CRM)

  • Crowdvocate
  • Erply
  • Zaius

Best Data Privacy/GDPR Tool/Technology

  • Isatis CyberSoft
  • Sourcepoint

Best Data Visualization Tool

  • Adobe
  • DashThis

Best Demand Side Platform (DSP)

  • Amobee
  • SmartyAds
  • The Trade Desk

Best Digital Asset Management Platform (DAM)

  • Canto
  • Widen

Best Email Service Provider (ESP)

  • Epsilon
  • GetResponse
  • MessageGears
  • Upland Adestra

Best Influencer Marketing Platform

  • CreatorIQ
  • HYPR
  • IZEA Worldwide Inc.

Best Location Based Marketing Platform

  • Brandify
  • Chatmeter
  • Rio SEO
  • Yext

Best Marketing Automation Platform (MAP)

  • Maropost
  • Omnisend
  • Salesforce
  • Swrve

Best Mobile Marketing Platform

  • Attentive
  • Urban Airship

Best Paid Media/Bid Management Tool

  • Adlucent
  • Kenshoo (Kenshoo Search)
  • SmartyAds

Best Personalization Platform

  • Certona
  • Monetate
  • RichRelevance
  • Sitecore
  • Yieldify

Best Predictive Analytics Platform

  • Keen Decision Systems
  • SmartyAds

Best Sales Enablement Technology

  • Clari
  • Highspot
  • List Partners LLC
  • Seismic

Best SEO Tool

  • Conductor
  • OnCrawl

Best Social Media Marketing & Monitoring Company

  • Kenshoo (Kenshoo Social)
  • Rascasse

Overall – Marketing Technology Company of the Year

  • To be announced from the list of finalist at the awards dinner

Use of technologies

Best Customer Experience Campaign

  • Nestlé (Nestlé China)
  • Ogilvy (H&M & Ogilvy)
  • Best Data Enablement Campaign
  • Adobe (Adobe)
  • Catalyst (Catalyst & Tauck)
  • Idomoo (Fairmont Hotels & Resorts)
  • Marketing Evolution (Marketing Evolution)

Best Marketing Technology Stack

  • Catalyst
  • Kenshoo Inc.

Best Personalization Campaign

  • Conversant (Swanson Health)
  • Location3 (Mountain Mike’s Pizza)
  • Selligent Marketing Cloud (OPEL NETHERLANDS)
  • Sitecore (Herschend Family Entertainment (Dollywood.com))
  • Velocity Worldwide (The Belfast Classic/Sport Changes Life)

Best Technology Combination

  • Akamai
  • Glisser
  • Merkle (Globe Life and Accident Insurance)
  • TVTY

Best Use of Marketing Technology

  • Adobe (Adobe & Adobe Advertising Cloud)
  • Ogilvy (H&M & Ogilvy)
  • SAP (SAP & MSIGHTS, Inc.)

People

Marketing Technology CEO Award

  • Conductor (Seth Besmertnik, CEO, Conductor)
  • Marketing Evolution (Rex Briggs, CEO, Marketing Evolution)
  • Sourcepoint (Ben Barokas, CEO, Sourcepoint)
  • Tapad (Sigvart Voss Eriksen, CEO, Tapad)
  • Trustpilot (Peter Holten Mühlmann, CEO, Trustpilot)

Marketing Technology CMO Award

  • Hootsuite (Penny Wilson, CMO, Hootsuite)
  • The Trade Desk (Susan Vobejda, CMO, The Trade Desk)
  • Yieldify (Hannah Nakano Stewart, CMO, Yeildify)

Again, a huge congratulations to all of these fantastic companies and people! For inquiries about the ceremony, please see more information and contact info here.

The post Marketing Technology Awards 2019 appeared first on Search Engine Watch.

Search Engine Watch


How Social Advertising is Reinventing Our Display Marketing Strategies

February 25, 2019 No Comments

facebook-ads-google-displayIn today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.

Facebook Ad’s Demographic Targeting Abilities

The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.

As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”

Demographic targeting in PPC Marketing

The Fuzziness with Google Topics Targeting

In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.

Extra Effort needed with Google Placement Targeting

Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.

  • The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
  • Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.

In Conclusion:

The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


Facebook Messenger Marketing and Chatbots: What Every PPC Marketer Needs to Know Right Now

February 24, 2019 No Comments

I’ll be upfront. My goal here is to persuade you that you should be using Facebook Messenger marketing and chatbots as part of your marketing strategy. This isn’t a sales pitch. This isn’t an infomercial. This is hard-hitting marketing intel. Whether you’re a PPC specialist, an SEO, a CMO, or just a curious bystander, I […]

Read more at PPCHero.com
PPC Hero


Facebook Messenger Marketing and Chatbots: What Every PPC Marketer Needs to Know Right Now

February 24, 2019 No Comments

I’ll be upfront. My goal here is to persuade you that you should be using Facebook Messenger marketing and chatbots as part of your marketing strategy. This isn’t a sales pitch. This isn’t an infomercial. This is hard-hitting marketing intel. Whether you’re a PPC specialist, an SEO, a CMO, or just a curious bystander, I […]

Read more at PPCHero.com
PPC Hero


Why Startups Need Diversification In Their Online Marketing Strategy

February 15, 2019 No Comments

Marketing Diversification for StartupsHave you ever heard this one? A Financial Planner and PPC Marketer walk into a bar… Probably not. However, the strategy that they would advise their clients on would be quite similar. If there was (1) one piece of advice I would give Startups (especially Early Stage), it would be diversification…  and a lot of it. Startups typically have very limited advertising budgets so they have to account for every penny they spend. In this article, I will explain the reasons for this diversification as well as how best to execute them on a limited budget.

 

Setting Realistic Expectations:

As one of the most “bastardized” words in agency world, it’s imperative to keep everyone’s hopes and dreams in check with regard to the online marketplace. Attending conferences, reading case studies and talking with other business owners is not only a great idea, it’s encouraged. however, it can also “set off” false expectations that could be devastating to the overall goals and objectives. I have advised clients (both past and present) to NEVER trust Google with their campaigns, keywords and budgets because they don’t care about growing your business, they just want your money. Bottom line: If it sounds too good to be true, your instincts are correct!

 

Separation of Brand vs. Non-Brand:

It’s simple math. It costs more money to reach consumers who DO NOT already know your brand. Over time, the brand takes “all of the credit” because that is how everyone searches for you. But, here’s the catch. Getting to that phase in consumer behavior can be difficult to achieve, especially on the wallet. Here are a couple strategies that can not only help the wallet, but also the align the expectations.

  • Leverage Google Display, Mobile and YouTube Video networks
    • Low cost ($ 0.10 – $ 1.00 CPC/CPV).
    • More continuous visibility.
    • Expectations are set to branding only.
  • Utilize micro-targeting of Social media for specific audience testing
    • Target specific audience segments within a short period of time.
    • High volume allows for multi-variate ad testing.
    • Conversion tracking pixels allow for full analytics reporting.

PPC Marketing Diversification

Monetize Everything Under the Sun

This may sound like a “no-brainer” to some of you, but startups tend to forget that measuring success is more than just placing an order or a form submission. Often, little things like email signups, chat sessions and phone calls eventually lead to “real” conversions later on in the buying cycle. It’s important for everyone involved to consider these little conversions in the overall big picture. In some instances, these interactions act as a barometer when something is wrong or unclear and can help improve usability within the website experience.

 

In Conclusion:

Startups are faced with tough decisions when it comes to advertising due to their limited Ad budgets. They also cannot afford to, “bet the farm” on something that they heard at a conference or read in a case study. In 2016, consumers are everywhere (Google Search, Facebook Ads. YouTube. Twitter Ads, etc…) and startups need to leverage all of the platforms to maximize their exposure. They also need to understand that certain ad platforms serve different purposes as well as perform better than others.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


Why Startups Need Diversification In Their Online Marketing Strategy

February 15, 2019 No Comments

Marketing Diversification for StartupsHave you ever heard this one? A Financial Planner and PPC Marketer walk into a bar… Probably not. However, the strategy that they would advise their clients on would be quite similar. If there was (1) one piece of advice I would give Startups (especially Early Stage), it would be diversification…  and a lot of it. Startups typically have very limited advertising budgets so they have to account for every penny they spend. In this article, I will explain the reasons for this diversification as well as how best to execute them on a limited budget.

 

Setting Realistic Expectations:

As one of the most “bastardized” words in agency world, it’s imperative to keep everyone’s hopes and dreams in check with regard to the online marketplace. Attending conferences, reading case studies and talking with other business owners is not only a great idea, it’s encouraged. however, it can also “set off” false expectations that could be devastating to the overall goals and objectives. I have advised clients (both past and present) to NEVER trust Google with their campaigns, keywords and budgets because they don’t care about growing your business, they just want your money. Bottom line: If it sounds too good to be true, your instincts are correct!

 

Separation of Brand vs. Non-Brand:

It’s simple math. It costs more money to reach consumers who DO NOT already know your brand. Over time, the brand takes “all of the credit” because that is how everyone searches for you. But, here’s the catch. Getting to that phase in consumer behavior can be difficult to achieve, especially on the wallet. Here are a couple strategies that can not only help the wallet, but also the align the expectations.

  • Leverage Google Display, Mobile and YouTube Video networks
    • Low cost ($ 0.10 – $ 1.00 CPC/CPV).
    • More continuous visibility.
    • Expectations are set to branding only.
  • Utilize micro-targeting of Social media for specific audience testing
    • Target specific audience segments within a short period of time.
    • High volume allows for multi-variate ad testing.
    • Conversion tracking pixels allow for full analytics reporting.

PPC Marketing Diversification

Monetize Everything Under the Sun

This may sound like a “no-brainer” to some of you, but startups tend to forget that measuring success is more than just placing an order or a form submission. Often, little things like email signups, chat sessions and phone calls eventually lead to “real” conversions later on in the buying cycle. It’s important for everyone involved to consider these little conversions in the overall big picture. In some instances, these interactions act as a barometer when something is wrong or unclear and can help improve usability within the website experience.

 

In Conclusion:

Startups are faced with tough decisions when it comes to advertising due to their limited Ad budgets. They also cannot afford to, “bet the farm” on something that they heard at a conference or read in a case study. In 2016, consumers are everywhere (Google Search, Facebook Ads. YouTube. Twitter Ads, etc…) and startups need to leverage all of the platforms to maximize their exposure. They also need to understand that certain ad platforms serve different purposes as well as perform better than others.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


What Every Startup Needs to Know Before They Select a PPC Marketing Agency

February 10, 2019 No Comments

As someone who has been fortunate enough to be a part both the Startup and Digital Agency World, it pains me to witness the many recurring mistakes that are happening by bringing these two worlds together. The Agency wants the business and the Startup wants the best and smartest people to “grow their baby”. It all sounds like a “no-brainer’ right? Well, this perfect situation can sometimes be clouded by one of the most bastardized words in the client-agency relationship – Expectations. In this post, I will highlight some of the misconceptions that could, at the very least, help the next Startup as they prepare to show their product/service to the world.

How to Play the Digital Agency Game:

Don’t get me wrong. There are many highly reputable Marketing Agencies in the world that do not fit this description. On the other hand, there are some other Agencies that work on a different playing field that is not financially supportive of Startups. Most agencies take a 15% commission of Ad Spend regardless of performance or the companies financial situation. These agencies often provide a “Production Line” level level of service that question the actual time spend which leads to the overall client performance. Beware of agencies that promise GOLD and deliver pennies.

What Startups really need from an Agency:

  • 100% transparency of where and how their money is being spent.
  • Daily Direct communication with the Strategist/Marketer.
  • Less than 24 hour turn-around times for typical updates.
  • Level of ongoing Education on how the digital advertising world works.

Big Agency Regurgitation

I have witnessed many horror stories over the years from prospects/clients from either a performance or client relationship with a previous agency. The one thing that all of them had in common was the lack of achievable expectations. Situations such as poor communication, lackluster performance and just an overall bad experience have not only left a bitter taste in their mouth but also question the entire agency experience. Moreover, this feeling of being “burned” has motivated their thinking to bring the marketing “in-house” as the only alternative to reaching success. This is not a good thing….

Conference Intoxication

As a big fan of conferences, they often open your eyes to a whole new world of innovation, prosperity and vision for business owners and that’s a great thing. However, it can sometimes backfire to the point of confusion and anxiety of what to focus on first. It is very easy for Entrepreneurs to get “over-excited” about the latest bells and whistles in software, automation and analytics. They are told that once they have these tools in their toolbox, they can turn their business into a fortune 100 company instantly.

Unfortunately, a reality check is needed to bring everyone down from this “high” and re-focus on the core issue at hand which is identifying, engaging and converting with their core audiences within a sensible budget. Remember, investing in Shiny Objects make you vulnerable, not successful.

The Misunderstanding of Monetization

In some instances, both advertisers and agencies, often forget to track every interaction point and that little oversight can be an unfortunate mistake. This assumed “low-hanging” fruit for tracking things other than traditional eCommerce/Lead Gen Forms such as (below) can completely skew overall performance and future optimization which could be devastating to startups as they hunger for continual growth.

  • Contact Forms
  • Email Newsletter Signups
  • Live Chats
  • Phone Calls
  • Pageviews of a particular page can lead to

Mistrust of the Case Study

Case Studies are a great source for understanding the successes of a particular experience that allow the reader to adapt to new ideas and strategies. However, you need to be careful not put to put too much emphasis on the successes of these studies because of the substantiated factors which often lead inaccuracy. Here are some examples:

  • Geography (Some of these studies reference a specific GEO area and not the wider population)
  • Singular view and opinion. Often, these studies are done by a small group of people which may have biased opinions based on data collected.
  • Case Studies are often used as a “Toot your own horn” strategy to generate more business. (Google is pretty good at that)

Don’t Bet the Farm

I can understand the anxieties of Startups where they want to launch their business with a big bang. However, spending too much too fast (especially in the PPC marketing world) can completely ruin their chances for steady sustainable growth. It’s imperative to start testing “right out of the gate” as well as identifying the quick wins and losses. Moreover, you will need to develop strategies to generate relevent traffic and awareness through alternative methods such as Social Media, SEO and quite frankly “word of mouth”. To prove this theory, just a take a look at these screenshots from SpyFu’s Monthly Trend function.

ppc startups

Outside Opinion Overload

Yes, it’s important to get as much feedback as possible when launching a new company. However, getting advice from people who think they know certain aspects of online marketing because they read an article or attended a conference, can be a slippery slope. Taking advice and/or criticism from someone “on the outside” that completely contradicts the vision of both your business partners and hired experts can be harmful to the business. This 3rd party opinion is often made without any understanding of what it takes to implement as well as its expected outcome. Whether it’s strategies about Landing Pages, Brand vs. Non-Brand, or even simple things such as Promotions and Offers can have a negative effect on revenue if not discussed by everyone on the team.

Solution: Soak up all of the feedback you can get, discuss with your team and agree to label these new ideas as “TEST” Campaigns and analyze the heck out of them.

Forecast Projection Failures

How many times have you seen someone simply create excel formulas which magically forecast the future of online marketing revenue based on a single monetary amount. (For example, if we increase our budget from $ 10,000 to $ 100,000 we will generate an additional $ 1 million dollars.) Yeah, I wish that were all true. However, that is not the case. The math may sound great to a Venture Capitalist/Investor, but it’s just not realistic.

  • Take in account the following scenarios:
  • Market Saturation Levels
  • Seasonality Highs/Lows
  • Potential Technical issues
  • Search Engine Algorithm changes
  • Increased Competitor landscape

“Off the Mark” Target Audiences

Hate to say this, but I have witnessed startup companies that thought they new their audiences and it wasn’t until they over-spent their PPC dollars and countless Landing Page A/B test to come to that realization. Selling a product or service requires more than just a few hours of typical market research. When it comes to online marketing, either hire a PPC Consultant or purchase PPC Competitive Research Software such as SpyFu.com to see some of these invaluable competitor information:

  • Monthly Budget Trends
  • PPC and SEO Keywords
  • Top Text Ads
  • Their own PPC and SEO Competitors
  • Review monthly and seasonality trends
  • Compare up to (3) three competitors and see which terms they are all bidding on.

Here’s an example:

PPC Competitive Analysis

In Conclusion

Whether you are building a Startup company or growing an existing one, the agency experience should be a positive one. However, dealing with the “dog eat dog” agency world when it comes to trust, expectations and continual growth is unfortunate and should never happen. I hope this blog post, at the very least, has provided some insight into preventing these situations as well as learning from them. Finding the right agency partner is just as important as finding the right target audience.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


What Every Startup Needs to Know Before They Select a PPC Marketing Agency

February 10, 2019 No Comments

As someone who has been fortunate enough to be a part both the Startup and Digital Agency World, it pains me to witness the many recurring mistakes that are happening by bringing these two worlds together. The Agency wants the business and the Startup wants the best and smartest people to “grow their baby”. It all sounds like a “no-brainer’ right? Well, this perfect situation can sometimes be clouded by one of the most bastardized words in the client-agency relationship – Expectations. In this post, I will highlight some of the misconceptions that could, at the very least, help the next Startup as they prepare to show their product/service to the world.

How to Play the Digital Agency Game:

Don’t get me wrong. There are many highly reputable Marketing Agencies in the world that do not fit this description. On the other hand, there are some other Agencies that work on a different playing field that is not financially supportive of Startups. Most agencies take a 15% commission of Ad Spend regardless of performance or the companies financial situation. These agencies often provide a “Production Line” level level of service that question the actual time spend which leads to the overall client performance. Beware of agencies that promise GOLD and deliver pennies.

What Startups really need from an Agency:

  • 100% transparency of where and how their money is being spent.
  • Daily Direct communication with the Strategist/Marketer.
  • Less than 24 hour turn-around times for typical updates.
  • Level of ongoing Education on how the digital advertising world works.

Big Agency Regurgitation

I have witnessed many horror stories over the years from prospects/clients from either a performance or client relationship with a previous agency. The one thing that all of them had in common was the lack of achievable expectations. Situations such as poor communication, lackluster performance and just an overall bad experience have not only left a bitter taste in their mouth but also question the entire agency experience. Moreover, this feeling of being “burned” has motivated their thinking to bring the marketing “in-house” as the only alternative to reaching success. This is not a good thing….

Conference Intoxication

As a big fan of conferences, they often open your eyes to a whole new world of innovation, prosperity and vision for business owners and that’s a great thing. However, it can sometimes backfire to the point of confusion and anxiety of what to focus on first. It is very easy for Entrepreneurs to get “over-excited” about the latest bells and whistles in software, automation and analytics. They are told that once they have these tools in their toolbox, they can turn their business into a fortune 100 company instantly.

Unfortunately, a reality check is needed to bring everyone down from this “high” and re-focus on the core issue at hand which is identifying, engaging and converting with their core audiences within a sensible budget. Remember, investing in Shiny Objects make you vulnerable, not successful.

The Misunderstanding of Monetization

In some instances, both advertisers and agencies, often forget to track every interaction point and that little oversight can be an unfortunate mistake. This assumed “low-hanging” fruit for tracking things other than traditional eCommerce/Lead Gen Forms such as (below) can completely skew overall performance and future optimization which could be devastating to startups as they hunger for continual growth.

  • Contact Forms
  • Email Newsletter Signups
  • Live Chats
  • Phone Calls
  • Pageviews of a particular page can lead to

Mistrust of the Case Study

Case Studies are a great source for understanding the successes of a particular experience that allow the reader to adapt to new ideas and strategies. However, you need to be careful not put to put too much emphasis on the successes of these studies because of the substantiated factors which often lead inaccuracy. Here are some examples:

  • Geography (Some of these studies reference a specific GEO area and not the wider population)
  • Singular view and opinion. Often, these studies are done by a small group of people which may have biased opinions based on data collected.
  • Case Studies are often used as a “Toot your own horn” strategy to generate more business. (Google is pretty good at that)

Don’t Bet the Farm

I can understand the anxieties of Startups where they want to launch their business with a big bang. However, spending too much too fast (especially in the PPC marketing world) can completely ruin their chances for steady sustainable growth. It’s imperative to start testing “right out of the gate” as well as identifying the quick wins and losses. Moreover, you will need to develop strategies to generate relevent traffic and awareness through alternative methods such as Social Media, SEO and quite frankly “word of mouth”. To prove this theory, just a take a look at these screenshots from SpyFu’s Monthly Trend function.

ppc startups

Outside Opinion Overload

Yes, it’s important to get as much feedback as possible when launching a new company. However, getting advice from people who think they know certain aspects of online marketing because they read an article or attended a conference, can be a slippery slope. Taking advice and/or criticism from someone “on the outside” that completely contradicts the vision of both your business partners and hired experts can be harmful to the business. This 3rd party opinion is often made without any understanding of what it takes to implement as well as its expected outcome. Whether it’s strategies about Landing Pages, Brand vs. Non-Brand, or even simple things such as Promotions and Offers can have a negative effect on revenue if not discussed by everyone on the team.

Solution: Soak up all of the feedback you can get, discuss with your team and agree to label these new ideas as “TEST” Campaigns and analyze the heck out of them.

Forecast Projection Failures

How many times have you seen someone simply create excel formulas which magically forecast the future of online marketing revenue based on a single monetary amount. (For example, if we increase our budget from $ 10,000 to $ 100,000 we will generate an additional $ 1 million dollars.) Yeah, I wish that were all true. However, that is not the case. The math may sound great to a Venture Capitalist/Investor, but it’s just not realistic.

  • Take in account the following scenarios:
  • Market Saturation Levels
  • Seasonality Highs/Lows
  • Potential Technical issues
  • Search Engine Algorithm changes
  • Increased Competitor landscape

“Off the Mark” Target Audiences

Hate to say this, but I have witnessed startup companies that thought they new their audiences and it wasn’t until they over-spent their PPC dollars and countless Landing Page A/B test to come to that realization. Selling a product or service requires more than just a few hours of typical market research. When it comes to online marketing, either hire a PPC Consultant or purchase PPC Competitive Research Software such as SpyFu.com to see some of these invaluable competitor information:

  • Monthly Budget Trends
  • PPC and SEO Keywords
  • Top Text Ads
  • Their own PPC and SEO Competitors
  • Review monthly and seasonality trends
  • Compare up to (3) three competitors and see which terms they are all bidding on.

Here’s an example:

PPC Competitive Analysis

In Conclusion

Whether you are building a Startup company or growing an existing one, the agency experience should be a positive one. However, dealing with the “dog eat dog” agency world when it comes to trust, expectations and continual growth is unfortunate and should never happen. I hope this blog post, at the very least, has provided some insight into preventing these situations as well as learning from them. Finding the right agency partner is just as important as finding the right target audience.


PPC Marketing Agency | Search Marketing Firm | Adwords Certified Consultant


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