With content from Brad Geddes, author of Advanced Google AdWords, Matt Heinz of Heinz Marketing, Terry Whalen and Joey Muller of CPC Search and Brad Cohen of Janrain, pay-per-click pioneer Trada has worked with the pros in the PPC world to find the underrated tools the most successful marketers are using today. Come prepared to learn, leave prepared to get to work! This webinar is for marketing leaders in sophisticated marketing organizations–or marketers who are looking to step up their game. - Where you're losing impressions and WHY: this report and pivot table will change the way you measure PPC - A/B testing, micro-targeting on keywords and user intent: this tool does it all AND it's affordable -The social sharing site that creative directors use to pioneer ad copy content - Segmentations based on your actual buyers: tools that pull social and custom profile data allows you to reach more customers who will BUY NOW

1. PPC Tools the Pros Use
TRADA WEBINAR SERIES

2. Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
13 years of PPC and SEO
@fasterstill

3. Meet Your Speakers
Anna Sawyer
Head of Content, Trada
AdWords Qualified
Digital Marketing Educator
@annafsawyer

4. We know PPC.
Trada is the world’s only performance-based
online advertising marketplace.
1You set CPA goals.
2We assign a team of PPC experts to your
campaign.
3 Your expert team collaborates to beat those
goals.

5. Trada is performance-based PPC.
Trada is
performance
based: you set goals,
experts work to beat them.
Our unique method of goal alignment is not just
a feature - it is the driving force in our
marketplace. You set goals, your Trada team
works to beat them, and they are compensated
for their success.
It’s changing the way companies like
yours do marketing.
Featured in:

6. #PPCProTools
Use the hashtag today
and win $25.
WEBINAR
DETAILS
Please enter your questions
throughout the call–we’ll get to them
at the end!
We will send out a recording and a
link to the slides after the webinar.

7. Where you're losing impressions and WHY
A/B testing, micro-targeting on keywords
and user intent
The social sharing site that creative
directors use to pioneer ad copy content
Segmentations based on your actual
buyers
PPC Tools the Pros Use
TRADA WEBINAR SERIES

8. Looking for more basic help?
www.trada.com/blog
www.trada.com/resources
www.youtube.com/tradainc
Trada has hundreds of FREE
resources available to instruct you
how to build and manage healthy,
profitable pay-per-click
campaigns.

9. How many impressions am I losing?
Impression share is a great, and often underused
metric.
This is one of the simplest ways to understand an
account's performance and predict how well the
account can do if properly optimized.
Brad Geddes
Author, Advanced Google Adwords
@bgtheory
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10. Google gives you impression share
data.
Impression share is the number
of impressions you've received
divided by the estimated number
of impressions you were eligible
to receive.
Think of the advertising
landscape as a pie. You and your
competitors are all trying to get a
piece of that pie, and this metric
will help you keep track of your
percent.
says

11. Impression share report
1
2

12. Regional bidding
If you increase the size of
your region, you’ll see a
decrease in impression
share because your “pie” is
smaller now.

13. Where am I losing impressions?
When you combine impression share and quality
score pivot tables, you can easily see where you are
losing impressions and why - such as quality score,
bids, or budgets.
Brad Geddes
Author, Advanced Google Adwords
@bgtheory

14. Look at the impression data
We sorted by Search Lost IS to see areas of
opportunity.

15. Find Quality Score data
Then we built a
column to see
Quality Score
data by keyword.

16. Be able to compare the data
You can see impression share at the
campaign and ad group levels.
Quality Score data is only available from
AdWords at the keyword level. But you
can still compare them.
You could use AdWords scripts to track
Quality Score at the ad group level. Learn
how at deepfootprints.co.uk

17. An easier (manual) way
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Or you can
identify ad
groups that are
missing
impressions
and manually
look at the
keywords
within.

18. If you are
smarter than
your
competitors,
and better
informed with
data,
You can spend
less and get
better results.
Why do you need
sophisticated
strategies in PPC?

19. Where does your company fit?
We think most of our webinar
guests are:
- marketing directors/leaders
- PPC pros
- CEOs/founders
at mid-market companies.
Mid-market companies are
somewhere between Fortune
500 and your local pizza shop.

20. Mid-market companies are cool!
Mid-market companies make
up around 40% of the US GDP.
There are 8Million US
businesses that make between
500K–500M in annual
revenue.

21. Mid-market companies are unique.
You need sophisticated
reporting and analysis
You tend to have small
marketing teams/limited
resources
Most mid-market companies run PPC in-house...
...or they work with an agency or consultant.
Your needs?
Your PPC solution?

22. How can I increase conversions?
Matt Heinz
Author, Successful Selling
@heinzmarketing
Unbounce.com.
This platform makes it ridiculously easy to launch
and test dozens, even hundreds, of different landing
pages for paid search programs. It's awesome for
both A/B testing as well as micro-targeting on
keywords and user intent.
2

23. Landing page tools like Unbounce allow
you to quickly build and A/B test
conversion-centric landing pages, which
means you can be very targeted with your
content.

24. You can choose from
templates, edit and publish
in minutes.

25. Another cool landing page tool.
Matthew Umbro
Director of Paid Search, Exclusive
Concepts
Founder of PPC Chat
@matt_umbro
SiteSpect has allowed our clients to create
promotions and experiences specifically for
PPC that help to improve conversion rates.

26. Brad Cohen
Creative Strategist at Janrain
@supnah
Reddit.
It would be tough to call this site "underused," but it
is a realtime feed of stuff that people like and hate.
Let it bathe over you, and when you need
inspiration, see if there's anything that fits.
Where can I generate content
ideas?
3

27. How can I target buyers/prospects?
Brad Cohen
Creative Strategist at Janrain
@supnah
Segmentations based on your
actual visitors / users.
What if you could derive
segments from current users
who you've successfully "won"
and then target people like
them? Pulling social profile
data and other custom data
from site visitors, users or
buyers arms you with that data.
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28. Problem: you don’t really know who
your visitors/buyers are.
Shoes for Orange Ladies
Looking for shoes to match
your orangeness, Lady? Shop Now!
tradashoes.com/Orange Ladies
Grey Dude Software
At-home tax software.
One free month for Grey Guys.
tradatax.com/GreyDude

29. Learn who your buyers are, and use
the information.
Brad Cohen
Creative Strategist at Janrain
@supnah
Social login paired with data analysis of the
resultant profile data will get you there. Tools like
Janrain to manage the user profiles, and others like
Umbel that can tie directly into Janrain data can
help you automate the process and even plug back
into PPC buys.

30. Increase site logins and usage with
social login tools.
Social login tools
have evolved to be
more suited to
helping your
marketing team gain
insight about who
your users/buyers
are and what they
like and want.

31. The next generation of social login
drives user data for marketers.
Users log into more sites using the same social login. You get info about who your
customers are and use it to inform social display targeting.

32. Data loves data.
So: a login tool tells you more about your customers
janrain.com
You can integrate to inform display targeting (or not)
umbel.com
And all this super
valuable information
allows you to build
highly informed
buyer/user profiles...

33. Now you know who to write ads for.
Orange Lady:
Buys 2 pairs of Nike
shoes/year
Price point: $90-$160
Responds to loyalty
programs and
shipping thresholds
Also buys running
gear
Is in a running club
Has kids who do
sports
Nike Shoes for Orange Ladies
All Your Running Shoes/Apparel
Buy 2, Get Free Shipping. Shop Now!
tradashoes.com/Nike

34. Jeanne Gaudet
Account Manager at Search
Influence
@jcgaudet
I often use the "Dimensions" tab
of AdWords, because you can
compare statistics in a variety of
different ways and download the
data. I can see stats for each
day and each day of the week to
figure out which days are
historically better, and I can
compare months to see trends.
It helps to see where
weaknesses and strengths rest
and what we can expect for the
next week, month, year, etc.
How can I keep an eye on
performance trends?
5

35. Keep your finger on the pulse of
your campaigns.

36. How can I identify areas of optimization?
Terry Whalen
Founder and CEO, CPC Search
@tdwhalenho
We use Reportly to generate auto-email reports that
arrive in our inbox daily. The reports show us period-
over-period changes by publisher and campaign.
Joey Muller
Director of Client Services, CPC
Search
@jmthefourth
6

37. Terry Whalen
Founder and CEO, CPC Search
@tdwhalenho
Joey Muller
Director of Client Services, CPC
Search
@jmthefourth
The reports include percent-
change calculations and even
a natural-language paragraph
summing up performance.

38. How do I manage a million tasks?
Terry Whalen
Founder and CEO, CPC Search
@tdwhalenho
We use Producteev to track changes and progress
of our advertisers’ accounts.
Joey Muller
Director of Client Services, CPC
Search
@jmthefourth
7

39. Easy task management.
Terry Whalen
Founder and CEO, CPC Search
@tdwhalenho
Joey Muller
Director of Client Services, CPC
Search
@jmthefourth
Producteev makes it easy to add
things via emails that are already
going out.
We just add Producteev to our bcc
field, and then we add #label_name
to our email subject lines, and
Producteev keeps track of all sorts of
advertiser-specific information we can
reference at any time.

40. Understand when and why.
“Sometimes we
need to know
when exactly we
started a
particular ad test,
or why
conversions
increased or
decreased so
markedly in April
2012.”

41. Alone, do you have the time and diversity
of strategy to manage sophisticated
campaigns well?
You can build out a large in-house team:
but they’re expensive, complicated and
time-consuming to hire, make space for,
manage.
Traditional agency models are often
motivated to spend your budget.
Plus... who’s really doing the work?
Mid-market search solutions
In-house PPC team (doing it yourself) Working with an agency

42. The ideal scenario: a tool for your
agency or in-house team.
You could have a team of experts doing
the work of PPC on your behalf. They
would work with your in-house person,
who would manage strategy.
They would be paid based on
performance goals you set,
meaning they would fight to get
YOU results.
They would collaborate within an
application that would allow them
to see the performance data they
need to succeed.
Your in-house team would have
control over their strategy and
visibility into ALL the data.

43. You can have both.
Trada is the world’s only performance-based
online advertising marketplace.
When you join Trada, we assign a
highly specialized team of paid
search experts (Optimizers) to
work on your PPC campaigns.
We have a global community of
certified paid search experts.

44. Optimizers and Trada partners are
supported by the Trada Marketplace.
Your
Company
Trada’s Marketplace is where our
global community of certified
PPC experts work.
Our automated Optimizer Matching™
algorithm makes sure your Optimizer
team is qualified based on experience,
historical performance and other factors.

45. Optimizers do work, you maintain
control, Trada supports it all.
create and test
targeted ad copy
generate keyword
lists
manage bid prices
respond quickly to
campaign requests
!
!
!
!
Your dedicated
account manager acts
as strategic partner
and Optimizer liaison.
Your Optimizer team does the daily
work of campaign research, ad copy
and testing, and constant refinement.

46. Goals are finally aligned.
15%of marketers with
their PPC performance
Only
marketers are
satisfied with their
agency’s
The agency model for PPC is
outdated. It was designed for
Only 1 in 5marketers are
satisfied with their
agency’s performance
Traditional agencies charge
a percent of marketing
spend. They are motivated
to spend your budget.
1You set CPA goals.
2We assign a team of PPC
experts to your campaign.
3 Your expert team
collaborates to beat those
goals.

47. Trada’s customers
Seth from Dr Vita loved that his
Optimizer team would react
immediately to the need for ads for a
new product–within hours, ads would
be running live on the networks.

48. Learn more about how we can help.
We’d love to analyze your current PPC
and determine if Trada is a fit for a
partnership with you.
Type “I’d like a demo”
into the chat box.

49. ?@fasterstill
@annafsawyer
Check your email for a
follow-up tomorrow: we’ll
share the slides, recording
and a FREE whitepaper that
will help you get ready for
Google’s Enhanced
Campaigns.
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