Category Archives: interview

Martijn Scheijbeler talks Conversion World

Martijn Scheijbeler

Following on from Bas van den Beld in the interview series leading up to Conversion World 2016 is Martijn Scheijbeler. Martijn Scheijbeler is the Director of Marketing at The Next Web and will be presenting his session on the topic “So you setup your a/b testing program now what?” on day 2 of Conversion World on the 19th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos. You can buy the tickets online here.

Q: Can you tell us a bit about yourself?
A:As the Marketing Director at The Next Web I lead our marketing efforts, guiding a team of 15+ marketers means that I’m working on promoting, optimising and reporting on our efforts for all the projects that we run at The Next Web.

Q: Can you tell us a bit about The Next Web?
A: The Next Web is technology focused media company, well known from our blog thenextweb.com and The Next Web Conferences in Amsterdam and New York where we host of 15000+ annually.

Q: What is one company you worked for previously that you are still inspired by what they are doing today?

A: Before this I worked at Springest, an independent education comparison site. The main focus there was optimising everything we do, from making coffee to our Google Adwords campaigns. There I learned approaching everything with in mind that it can always be made better.
Q: What is one company out there that you think are doing amazing CRO projects?

A: SkyScanner, Booking.com, Spotify, Google, Facebook, Pinterest. These companies are able to build data platforms from the ground up with their own teams in order to create a culture of testing completely from within their organisation. We’re talking to them to see how we should optimise our efforts in CRO.

Q: What is one industry vertical that seems to always be leading in CRO?

A: Like you noticed with the above answer, the Travel industry is doing very well within CRO. As they’re so focused on getting a user to book their travel with them it means they optimise the whole process.

Q: What is the importance of accurate real-time data for CRO?

A: It depends, I mostly see a future for real-time data in making sure the data that is being collected is bug-free. As otherwise it could be you’re waiting for days on your test to get results but real-time data can tell you if a test is working or not. Besides that I think we shouldn’t be focused to much on real-time data, it sounds perfect, but who’s really using the data in real-time as well to draw conclusions, I rarely see it.

Q: What is the best platform for measuring CRO?

A: Google Analytics or any other primary web analytics tool. Analytics is still (or should be) the core of your CRO efforts.

Q: How many CRO tests have you run at TNW?

A: Last year we ran close to 200 A/B tests on-site and probably a couple dozen in email. This year we’re aiming for around 250 on-site and even more in email but we haven’t quantified this (yet).

Q: Can you tell us a bit more about your proposed topic “So you setup your a/b testing program now what?”

A: You’ve started testing and improving your conversion rates a tiny bit and you are running one or two tests as week, but you want more tests so you can generate more results. What opportunities are out there that you can take advantage off to take your testing program really to the next level and how are you able to scale this? In the session I go more in depth on we approached this at The Next Web. We were able to scale up our testing very fast by running over 200 tests in the past 12 months. But what is next for us, we can keep running at high velocity but how we do improve the results that we get from our testing program?

Q: Are there any other conversion world sessions/speakers you are looking to see?

A: Definitely, I’m always looking forward to hear Craig Sullivan talk on his ideas and philosophies on how to optimise our business. Next to that Talia Wolf always inspires on doing more with emotional targeting and elements.

Q: Where can people find you online if they want to engage, follow or connect?

A: Social media channels like Twitter, or follow me on Linkedin. Thank you Martijn for taking the time out to answer these questions.

If you want to catch Martijn’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Photo Credit: Friends of Search

Bas van den Beld talks Conversion World

Bas van den Beld

Bas van den Beld

Following on from Talia Wolf the next speaker in the interview series leading up to Conversion World 2016 is Bas van den Beld. Bas van den Beld is the Founder of State of Digital.  Bas will be presenting his Keynote session on the topic “Getting to the next best click” on Day 2 of Conversion World on the 19th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos.  You can buy the tickets online here.

Q: Can you tell us a bit about yourself?

A: I am the owner and founder of State of Digital. During the day I am a professional speaker and trainer and consultant. I help businesses develop a solid marketing strategy based on the needs and behavior of the customers. In the evenings (and many afternoons) I am a dedicated family man.

I have won several awards for consulting, speaking and training. In 2015 I was voted European Search Personality of the year.

As a professional speaker, I haves spoken at many different conferences worldwide. I’ve spoken at large industry events like SES and SMX. I have also spoken in different countries, varying from UK and US to Turkey, Iceland, Ukraine, Estonia, Iran, Spain, Germany, Netherlands and more. That’s what I love most. Speaking for new audiences.

I have worked with, trained or consulted with some of the biggest brands you know. Brands include KLM, MTV / Comedy Central (Viacom), Lenovo, Linkdex, DMA and more. I am also a trainer at several Business Schools, like Beeckestijn Business School, as part of MBA programs.

Q: Can you tell us a bit about State of Digital?

A: State of Digital is one of Europe’s biggest online learning platforms where you can learn about Digital Marketing in general and SEO in specific. The website was originally founded as State of Search. The expanding digital marketing industry and the fact that different aspects of digital need to work together, not apart, made me decide to rebrand to State of Digital 2 years ago.

State of Digital is a platform where industry experts share their knowledge and where marketers can find training in different formats, personal, as a business or online through articles, webinars and online training sessions.

Q: What is one company you worked for previously that you are still inspired by what they are doing today?

A: I think a company like KLM knows very well what it is doing and they have a very smart team of marketers that I love to look at and refer to. The same goes for Heineken. One I would like to mention is the Dutch DMA. Not just for what they do, but for the way they work. Very socially involved, very open and extremely pleasant to work with.

Q: What is one company out there that you think are doing amazing digital projects?

A: I mentioned KLM and Heineken before, but I think there are many that do great things. Look at the marketing in general from Red Bull for example. But also Nike. I personally love how Paddy Power keeps thinking of new, fun things on digital.

Q: What is one marketing channel that seems to always be leading in digital?

A: I should actually refuse to answer this question because it indicates that one is more important than the other. And that is not the case. They all work together, depending on the needs of the customer and what the business or brand wants to achieve. So for one search is more important, for another e-mail and for yet another one content marketing. You could say that in the end conversion comes closest, since that is always about the customer :).

Q: What is the importance of accurate real-time data for search?

A: It’s becoming more and more important every day. We have tons of data, but the real time data is most important because people change constantly. So if we know where they are and what their intentions right there and then are, we can provide them with the best experience. I even think real-time data will be what we will be only looking at in the future.

Q: Can you tell us a bit more about your proposed topic?

A: I am very dedicated these days about the ‘next best click’. This means knowing what your reader/audience/customer should do next when they see your content. Too many businesses are just creating content for the sake of creating content. Because they heard ‘content marketing’ will do it for them. Content marketing can be very powerful, but only when done properly.

I will be talking about understanding that next best click and also making sure you have set up your process properly to actually get there.

Q: Are there any other Conversion World sessions/speakers you are looking to see?

A: Oh so many! I always enjoy listening to Jeffrey Eisenberg as well as Stephen Pavlovich, but I’m specifically looking forward to Roger Dooley’s talk.

Where can people find you online if they want to engage, follow or connect?

Best is social media channels like Twitter, or follow me on Linkedin. I blog on State of Digital of course.

Thank you Bas for taking the time out to answer these questions.  I also would suggest checking out Bas’s blog if you want to consume a bit more of the great content shared previously.

If you want to catch Bas’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Talia Wolf talks about Conversion World

Talia Wolf is the first speaker in the interview series leading upto Conversion World 2016.  Talia is the CMO of Banana Splash and founder of Conversioner.  Talia will be presenting her session “The Psychology of Mobile Customers” on Day 1 of Conversion World on the 18th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos.  You can buy the tickets online here.

Q) Can you tell us a bit about yourself?
Talia WolfA) As founder of Conversioner and CMO at Banana Splash I focus on building and executing conversion optimization strategies, creating better user journeys and online experiences using emotional and behavioral targeting to generate more revenues, leads, engagement and sales. I’m an author and frequent speaker at growth and conversion optimization conferences delivering actionable content on mobile and web optimization, consumer psychology and personalization. I was recently honored to be listed as one of the most influential voices in Conversion Optimization.

Q) Can you tell us a bit about Banana Splash?
A)​ Working with many clients over the years and running thousands of tests has taught us that there is a huge problem with mobile web conversions. Though mobile traffic has almost completely overtaking desktop, companies are still struggling to turn mobile visitors into customers and are not sure how to tackle this challenge. Though many marketers rely on responsive design, it simply does not deliver conversions. So, to generate more mobile conversions we built Banana Splash – a platform that identifies the mobile visitor’s behavior in real time and triggers a splash with a personalized call to action. There are many different parameters that trigger a splash, from geographical location, type of browser and local time to specific behavior your mobile visitors take on a site that determine what splash will be triggered. Our main goal is to provide a quick and simple tool for marketers which means that there is no need for any design or development – in a quick 3 step process you simply choose the action you want your mobile visitors to take and launch.

Q) Can you tell us a bit about Conversioner?
​A) Conversioner is a CRO agency that focuses on emotional targeting and consumer psychology: We identify the customer’s emotional triggers and research the root to every conversion – human behavior. Conversioner focuses on defining the customer’s emotional triggers, their decision making process and then designs tests for optimized user experiences and landing pages that address the customer’s emotional needs. With thousands of tests under our belt, we’re continuously diving deeper into data and running meaningful AB tests that drive higher revenues for our customers.

Q) What is your preferred methodology for testing CRO?
​A) The platforms we use for testing vary according to our client’s needs. Once we’ve ran in-depth research on our side we define the tools we will be using to launch tests and measure results. ​For mobile we use Banana Splashas it allows us to launch tests within minutes and for desktop we vary between Optimizely and VWO. In reality it depends on the resources available, the types of tests we run and the capabilities we need for test in hand.

Q) How do you define a mobile customer?
A) When focusing on mobile web customers it’s important to understand that these visitors are very different than desktop ones. They’re always on the go, multitasking and many still don’t feel comfortable to do transactions on their phone which means we must run in-depth research to identify their needs and build the right experience for them to convert. Mobile visitors are different in the sense of usually having an exact goal when searching on websites rather than desktop visitors who my spend sometime reading and researching your product, they’re quicker on the trigger and are usually looking for a quick and easy solution for their problem – to call, contact or search for something. We’ll dive deeper into defining your mobile visitors by reviewing your Google Analytics account and reviewing specific metrics.
Do you think the definition of a mobile customer is shifting?
​ ​
Q) Is there a difference between mobile (web) and mobile (app) customers?
​A) ​The biggest difference between mobile web visitors and mobile app users is their place in the buyer cycle – mobile app users are people who have already decided to opt in to your service, download it and use it. Mobile visitors (web) on the other hand are at the starting point of the buyer cycle – they still haven’t chosen you or decided to use your product – they’re simply research, checking it out and trying to understand if you can fulfill their needs. With mobile web optimization the goal is to identify those needs and supply them within the funnel to help them take the first step, with mobile app users the goal is to make sure users get what they signed up for.

Q) Can you tell us a bit more about your proposed topic “The Psychology of Mobile Customers”?
​A) My session will dive into the world of mobile conversion optimization. While the majority of marketers count on responsive design it simply is not enough to drive conversions and many companies are losing money. In this session we’ll dive deeper into understanding what type of user journey mobile visitors expect and how to create one that converts.

Q) Are there any other conversion world sessions/speakers you are looking to see?
​A) I’m looking forward to listening to Craig Sullivan, Alex Harris, David Darmanin of HotJar and Martijn Scheibeler from TNW. I’m also looking forward to my panel with Joanna Wiebe, Angie Schottnuller and Tiffany daSilva.

Q) Where can people find you online if they want to engage, follow or connect?
A) The best place to find, follow and contact me is on twitter – @taliagw, or if you want to get daily tips and thoughts you can follow me on Snapchat: taliagw​.

Thank you Talia for taking the time out to answer these questions.  I also would suggest checking out Talia’s blog if you want to consume a bit more of the great content shared previously.

If you want to catch Talia’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Interview with Helen Southgate about AM Days

Helen-SouthgateThe 3rd speaker interviewed for Affiliate Management Days London 2014 is UK Managing Director of affilinet Helen Southgate.

Helen is also a well versed marketer who was recently profiled in MarketingWeek on “Just what is affiliate marketing“.

Helen will be speaking on Day 2 during the Keynote session from 9:15am-10:15am on “The Role of the Affiliate Network“.

1) Do you mind telling us a little bit about your background and your current role?

I started in affiliate marketing back in 2002 at a company called Silvertap as an account manager, working on Tesco Finance and Freeserve (which became Wanadoo and then Orange!).  So, I’m old school affiliate and have worked through the account management ranks.  I moved to London in 2007 to Deal Group Media as Account Director, then progressed to Head of Affiliates.

In 2009 I decided to make the move client side and went to BskyB as Senior Online Marketing Manager, looking after affiliates and search.  In my time in that role I also chaired the IAB affiliate marketing council for a year in 2011. I then progressed to a wider role as Online Marketing Controller in Digital Planning & Strategy before moving back network side in May last year to be UK MD of affilinet. I’ve gone full circle!

2) I noticed that affilinet’s website is completely responsive, what positive impact did that have on your business and your credibility to exist in a multi-platform world?

Our view is that if you don’t exist in a multi-platform / multi-device world then you’re not doing it right. We’ve got to practice what we preach! There has been enough research over the last few years to demonstrate that such an approach is a no brainer really.

3) How quickly do you see advertisers and publishers adapting to a multi-screen world? Who is adapting quicker affiliates or agencies?

Advertisers are being the quickest to adapt, I still think publishers are falling behind a little but perhaps that’s because they are not really being given the incentive (some programmes still don’t track mobile sales believe it or not) or being given the right support and advice.  There is a lot of data out there in market but very little advice on how to actually make affiliate marketing work in mobile. I think networks need to do a better job here with both our advertisers and our publishers.

4) Do you think people are still avoiding the omni-channel world?

I really dislike the word “omni-channel”, it’s unfortunately another buzz word with little meaning to add to “native advertising” and “performance marketing”. But I don’t think people are avoiding it once they work out what it actually means.  I term this as “multi-channel” and from experience being client side it is extremely difficult, as a business, to get to this stage. Very few advertisers have really become multi-channel and if you ask them how long it took them they will all point to several years of structural and cultural changes, something that is not easily done at many large companies.  It is of course every company’s objective and as the years pass we’ll see this becoming the norm.

5) Has the complexity of dealing with FTC (USA) or OFT (UK) improved?

No, it is still a challenge often because affiliate marketing is a small part of online and many people still do not fully understand it in the regulation world.  However, I think the IAB and the affiliate marketing council have done a great job in tackling these challenges head on and pre-empting them. The recent RMR work has been a good example of that in terms of how the industry came together to lobby for better decisions.

6) Which regions are leading the charge in compliance? UK,USA,Asia,APAC?

I don’t have a lot of insight into the affiliate sector outside of the UK and rest of Europe but I believe from discussions I’ve had, and articles I’ve read, that the UK is leading the way when it comes to compliance.  Some networks and publishers have invested a significant amount of resource into spotting, monitoring and improving compliance over the years to create, what I believe, are industry leading standards.

7) How do you think the market adapting to EU Cookie Law (EU e-Privacy Directive)?

I think most advertisers have reacted well to the cookie law in terms of making their data policies clear and use of cookies. It’s common now that on entering a new website you see a box appear asking you to accept cookies. In fact, it’s fairly irritating so the Directive seems to have done a good job of negatively disrupting the consumer experience!  I think there are likely to be a lot more repercussions over the coming years, but the political situation in the next year or so may well affect that too.

8) What do you hope attendees will get out of attending the keynote panel on “The Future of Affiliate Marketing”?

Hopefully an insight into how the different affiliate networks are viewing the future of affiliate marketing.  I think as networks we all have slightly different views and strategies but all with the same objective, to grow the channel.

9) What other AM Days speakers or sessions are you most looking forward to attending?

I’m looking forward to our Senior Account Manager Daniel Lancioni speaking on the second day about “affiliate management, the long and short of it”.

10) If people want to follow/engage with you online?

On Twitter @HelenMarie21 but I warn you that I tweet about football, cycling and running much more than affiliate marketing.

Affiliate Management Days

Thank you Helen for your time in answering these questions.  If you want to catch Helen Southgate speak and save ££££ on tickets for AM Days London you can use our discount code LOSTAGENCY14 and you can register and find out more here.

Interview with Jan-Willem Bobbink on SEO

Jan-Willem BobbinkWith less than a week until SMX Munich one of the final speakers to be interviewed was Utrecht based marketer Jan-Willem Bobbink. Jan-Willem is a well known European marketer who focuses on international search campaigns but also a MajesticSEO brand ambassador.  I reached out to Jan-Willem via email with some questions about his views on SEO but also some insights into some topics that he will be covering during his two presentations at SMX Munich next Wednesday 26th March 2014.
1. Do you mind giving us a short background on yourself and what your current role is?
In 2004 I got addicted with online marketing since I build my first international webshop. During the years I have developed hundreds of websites and had numerous affiliate concepts running. In 2011 I made the step towards the agency side. After three years working at Internet Advantage I just decided to leave the company and have a look around and search for a new challenge.

2. Your session touches on Microdata, Schema & Rich Snippets but which do you love more?
The first thing I want to make clear is the following: there are websites with data points, there is data markup on your website and there are websites wanting to use that data. Because every website is different, there have been developed standardized formats how to markup your data. You can do this by using Schema, RDFa, Open Graph etc. for example. Rich snippets on the other hand, are a way of presenting the crawled data, in a functional way. By using Open Graph tags in your HTML, will make it more easy for Facebook and Google+ to display the right information about your website. Back to your question, you cannot say there is a favourite markup language, since everyone is making use of different data structures. Google can proces GoodRelations, Microdata, Microformats and RDFa. For Facebook you have to use OpenGraph markup.

The implementations that I like the most, are the situations which create the best results as fast as possible. I would advise every website to add Schema markup of your reviews, which can be picked up by Google fast and this results in an increase of your Click Through Rates from the search engine result pages.

3. What Google Knowledge graph widget do you think will have the biggest impact in 2014?
Google giving direct answers based on common questions! (for a fun example, check this).

Websites that get most of their traffic because the solve problems based on people searching for answers, will definitely lose traffic. Have a look at “Google’s Knowledge Graph Boxes: killing Wikipedia?” which will not only have an impact on Wikipedia type sites, but Google is increasing the number of queries in which they add additional information rapidly.
4. Based on MajesticSEO data what link tactics do you think are being over-used still?
Link exchanges, directory linking and blog networks. With the help of MajesticSEO data is not that difficult to detect networks, let alone Google can’t figure that out. Once Google declared the war on spam, directories are used less and less so the market moved towards setting up private blog networks, just to create content (co-occurrence) around links but that’s not the way you want to do marketing for your company.
5. What EU business do you think is leading the charge in Schema and Rich snippet implementations?
I do not have specific companies, but what you see happening in the market once there are new opportunities to increase results, are affiliate websites that are always the first websites to start testing with the additional possibilities. Besides that, for companies like Google, Yandex et al, it requires flexibility to implement the changes in their systems. Especially with new techniques, there is always a risk that people are going to use it in a way it was not meant to be used. After the launch of rich snippets in Google, lot of people spammed Google with the yellow stars. I actually was one of the first to implement review snippets without having actual reviews on my website.

6. Who are your favourite people to follow on Twitter to stay current with Schema & Rich snippets?
I’m not really following specific people, but some websites you should definitely add to your feeds are:

7. Do you think websites in more competitive industries are more likely to use Schema & Rich snippets?
As I noted above, dedication and understanding for online marketing as a major source of revenue makes it more important to keep up to date with the latest techniques you use. Good example are affiliates, which most of the time are completely depending on search as a source of traffic. Especially in competitive niches, it is always a key question, how can you be noticed between the other nine websites in the SERPs. So yes, the urgency of adopting new techniques is always higher in challenging markets.

8. Have you had any experience working with websites that have implemented Facebook Open Graph? Any advice or insights?
First thing I tell clients is to implement the correct OpenGraph markup and add Twitter cards, because it is not difficult at all but will generate more traffic easily. Nowadays most weblog plugins have built-in functions to add the markup to your pages. On tip, don’t forget to verify and approve your Twitter cards at https://dev.twitter.com/docs/cards/validation/validator

9. What is the most interesting data point that you have found with MajesticSEO?
For me that was finding out which clients made use of a press release distribution system. All links where redirected through their URL, so there link profile consisted of links, redirected to their clients. That was not something they thought of so they had to change their privacy policies. I think a lot of people underestimate the power of having access to the link graph as a whole. You can analyse a lot of things that have nothing to do with SEO or online marketing. Dixon Jones shared some interesting cases last year during SMX Stockholm: https://blog.majesticseo.com/general/big-data-can-predict-future-save-world/

10. What is the main ideas/points that you hope people to get from attending your session?
To get educated on the possibilities of the semantic web, what the quick wins are for their websites or clients and how you can determine which structured data you should use in specific cases. One of the things you should consider is the fact that you are making it really easy for Google to scrape all your data and let them built specific services around it.

11. What are some of the other sessions/speakers at SMX Munich 2014 that you are looking to see?
That would be the sessions “Large Scale SEO” and the Webmasters on the Roof All-Star Panel, which are always inspiring. If your interested in International SEO, you should attend the session by Dave Sottimano and Andy Atkings-Krüger: SEO-Must-Haves for International SEO.

After my session about the semantic web I will go back to the basics: together with Malte Landwehr I will discuss SEO Patents. How do you have to read patents, what can you learn from that content and considering the recent developments (BrightEdge versus SearchMetrics) what is the power of patents.

So if people want to follow/engage with you online where can they find you?
On Twitter @Jbobbink and on Google+ and you can read some articles I publish on my personal blog (Not provided)

SMX-MunchenThank you Jan-Willem for your time in answering these questions and I hope everyone enjoys your SMX presentations which is on day two in panel 2 from 1:30pm “Microdata & Schema to Rich Snippets” and also in Panel 5 from 2:35pm “The 10 most important SEO patents”.

So if you want to catch Jan-Willem Bobbink speak and save €€€ on tickets for SMX Munich 2014 you can use our discount code LOSTPRESSSMX and you can register and find out more here.

Interview with Dan Petrovic on Google+

Dan PetrovicIt was great to see an Australian marketer was speaking at SMX Munich 2014 and it was even better to see it was a fellow marketer from Brisbane, Queensland.  Dan is the founder of well known Australian Search Agency DejanSEO that has grown to 4 offices and a team of 60+ strategists, consultants, marketers and account managers.

So since it’s been a while since I’ve had a decent chat with Dan I thought it was a good time to reach out to him for an interview on how all is tracking along for Google+ but also about his session he was presenting at SMX Munchen 2014. I have always enjoyed Dan’s sessions as they always interesting and insightful as he is a marketer focused on big data, deep analysis and data led insights so his SMX session should be brilliant.

On Day 1 from 10:30am Dan is running a session during SMX Bootcamp “Keyword Research For Search Success or avoiding the Piñata” and on Day 2 he will be presenting his session “Content Marketing Strategies for Google+” from 2:35pm in Panel 3 that you shouldn’t miss!

Your session focuses on Google+ content marketing strategies, why not Facebook or Twitter?
I tend to have a pretty good hunch about things and I made my choice as soon as Google+ launched. Each year I keep seeing new features and benefits. Now that Google+ acts as a centrepiece of all that is Google I’m absolutely certain I have made the right choice. Bonus for me is that I genuinely enjoy the platform.
How have you found Google+ as a channel for engaging with Googlers?
Googlers have been super helpful on Google+, particularly on hangouts on air.

You have hinted at the conversion and quality rates are different for Google+ traffic how significant is it?
Apart from organic search, the best conversion channels for us are our own tools such as Algoroo, followed by Google+ and Twitter.

How do you track what is successful on Google+ such as CircleCount or Excel?
I use CircleCount, AllMyPlus, Google Webmaster Tools and some of my own tools and hacks. My own engagement score is calculated by assigning 1 point to a +1, 2 points to a comment and 3 points to a reshare. It works really well.

Google Plus Metrics

What types of metrics do you examine when evaluating content shared on Google+? Is all content equal?

Images dominate Google+ at this time, but I have seen some glimpses of other type of material doing really well.

Google+ platform analytics are lacking outside of ripples do you think this might eventually improve?
Google+ platform analytics are strange. Places pages get so much more data in comparison to brand pages. It just doesn’t make sense. I’ll make a point of this and a few other bizarre things during my presentation at SMX Munich.

If you are trying to stay on top of new Google search patents who do you recommend following online?
Is this even a question? Bill Slawski of course.

You are also from Brisbane what was the decision to sponsor and present at SMX Munich?
Well to be honest SMX Munich hasn’t been on my radar as I had recently visited Europe with no plans to come back so soon but at a recommendation from a Googler the organisers invited me in to speak.

What is the main ideas/points that you hope people to get from attending your session?
To be perfectly honest, I’m hoping to blow people’s minds with a few unique hacks. Short of that, I’ll provide evidence-based insights into what works on Google+ and I feel marketers will have the opportunity to learn something completely new during my session.

What are some of the other sessions/speakers at SMX Munich 2014 that you are looking to see?
I met Marcus Tober after my keynote at Search Marketing Day in Poland last year and thought he was a really smart guy. I really look forward to his presentation this year.

So if people want to follow/engage with you online where can they find you?
I’d like as many people to follow Dejan SEO on Google+ as possible but there is also +DanPetrovic and @DejanSEO

SMX-MunchenThank you Dan for your time in answering these questions and congrats again on the success you have had with Google+ and I hope everyone enjoys your SMX presentation on Content Marketing and your SMX Bootcamp session.

So if you want to catch Dan Petrovic speak and save €€€ on tickets for SMX Munich 2014 you can use our discount code LOSTPRESSSMX and you can register and find out more here.

Interview with Brad Geddes on SEA

Brad GeddesWith SMX Munich just around the corner I reached out to successful and well known AdWords speaker and trainer Brad Geddes.  Brad is the founder of online training and toolset provider Certified Knowledge but also a well published AdWords author and long term Search Engine Land Contributor.

Brad is an international speaker who has presented at more that 35 conferences, trained more than 10,000 businesses on AdWords and one of the most hopeful and supportive blokes in the search industry.

Brad is speaking at SMX Munich but also running a full day training session Advanced AdWords Training on Monday 24th March.  But I suggest that anyone in the AdWords/PPC space should consider both his training session and his two SMX presentation sessions.

Your session is focused on what’s new in AdWords? What’s your favourite new feature people should trial?
There are some new features from last year, such as extensions, that user must use now due to the changes in Ad Rank. In other cases, it really depends on the company and their goals as to what features you must try. For lead generation, the changes to how conversions are tracked is very nice and should be implemented. For ecommerce sites, mobile PLAs are doing much better than expected. For anyone doing display, in-market buyers and affinity categories are must tries. If you are advertising on mobile, you must do ad testing by device and use mobile ads.

So I don’t think there’s necessarily a best feature (outside of extensions), I think the best new features are based upon your account and overall goals.

This week Google Starting rolling out Search Ad Annotations, have you tested them yet and any insights you can share?
I’ve used them a little bit. The major issue seems to be getting consumers to rate the ads. I’m a much bigger fan of the ratings extension which can often be leveraged outside of ecommerce companies as its easier to get 3rd party reviews completed than get someone to complete these surveys. However, they are so new, I just don’t have enough data yet to make a case for how good they might be once they are more broadly used.

What are your views on the aggressive expansion on PLAs? Is PLAs going to replace organic results?
I don’t think Google can ever replace organic results. Users go to Google for the free results, and often find the ads as better places to find their results. If Google ever does away with free results, I think we’ll see a greater adoption of other search engines.

So apparently tag-less remarketing maybe coming to AdWords soon? Any thoughts? Concerns?
The idea is great since there is less work for companies to do to take advantage of remarketing, especially dynamic remarketing ads. However, there are many ways this can be implemented. As long as advertiser’s maintain control over how and when users are placed into lists, then this will be a good idea. However, if this is implemented with little user control, then I don’t think it will be widely adopted. Until we can see how this is going to work, its very hard to make good or bad statements around adoption.

Cross-Device remarketing is coming have you seen/tested it yet?
I’ve tested it with one company and its worked very well. As most people watch TV while using a secondary device, this will help with cross device marketing. I’m more interested in seeing RLSA cross device remarketing as most users are starting their search over again on a second device as opposed to just going to a site a second time.

Have you spent much time in campaigns utilising In App conversion tracking yet?
I have not. I’ve done a little app marketing, but not much; so I really can’t comment on this one.

Sponsored results appear to be coming to Knowledge graph any insights on possible impacts/results?
When the knowledge graph was introduced, competitive bidding and impressions took a huge dive. I think this is a way for Google to reclaim some of those impressions. If I’m a big brand; then I would not be a fan of it as its too easy for competitors to draw attention to their sites on brand queries. If I’m a competitor to a large brand, then I’m going to enjoy trying to siphon off some traffic from my competitors. In the end, I don’t think this is a big game changer; I think its going to be like advertising on large brand queries a year ago when it was much easier to maintain decent CTRs and low first page bids on competitor terms, which has become more difficult in the past year due to knowledge graph.

Bing is aggressively marketing and gaining market share how do you use Bing Ads in your SEA strategies?
As I’m based in the US, I use Bing quite a bit. Now, Bing doesn’t have huge market share in the US; but they have made their system quite compatible with AdWords to the point that they even have import from AdWords functionality. The feature that I like most about Bing is that they still allow you to make mobile only or tablet only ads. In areas where Google has removed control from advertiser’s, Bing has sided with the advertiser’s so its a great system to add some more volume to your search campaigns.

Do you have any plans for Advanced Google AdWords 3rd Edition?
Yes, I’ve been working on the 3rd edition for several months, and I’m happy to say it should hit store shelves in May 🙂

Advanced Google AdWords

Advanced Google AdWords 3rd Edition

What is the main ideas/points that you hope people to get from attending your session?
I’m speaking on two sessions on Day 1 at SMX Munich. The first at 11:35am on Panel 3 is on new features. For that session, the attendee should look at all the new features (there are a lot) and decide which ones are most important for them to try. In most cases, advertiser’s are not treating mobile correctly, so that is an area that I hope most people start to understand. However, as Google rolled out so many features, some of them will be useful for companies and other’s won’t apply. So everyone should attend to make sure they didn’t miss a new feature, and then adopt the ones that make the most sense to them.

I’m also speaking on automating accounts from 3:30pm on Panel 3. For that session, I’m going to walk through how to take some of the manual work out of your accounts and use automation to reach your goals instead of just taking more of your precious time. For that session, I’m hoping that everyone can find ways to add automation to their accounts so they have more time to spend on new features or testing.

I also see that you are running Advanced AdWords Training what can people expect?
At SMX Munich I’m doing a full day training on AdWords. In that session we’ll start with how keywords and ads fit together, and then go through some organization, ad testing, display network, and more. I just did a session at SMX West, and the average person has been managing AdWords more than 5 years and overall, everyone really liked it. I try to make sure I cover the basics as I layer in more advanced concepts so I don’t lose the beginners and yet have enough advanced concepts so that the more advanced users also enjoy the day and can take away action items to implement in their own accounts.

What is the best testimonial/result you have heard from someone who has attended one of your training sessions?
That’s tough as I’ve received hundreds of testimonials over the years. I think the best testimonials are really action based where I’ve had many people return year after year or have someone attend and then they sent their entire team to another workshop after attending a session. I think someone sending their entire team or returning to watch the content again might be the biggest testimonial you can receive.

What are some of the other sessions/speakers at SMX Munich 2014 that you are looking to see?
I’ll definitely watch The 3 Habits of Highly Effective Online Marketers from Fred. Fred and I are speaking together for 3 straight weeks; and he always has interesting content, so I will catch his presentation. I plan on watching the PLA panel to ensure I know any differences between PLAs by country and how they are being used and measured by country. Justin Cutroni is a great analytics speaker, and I’m always looking to learn new ways of implementing and using analytics, so I’ll catch one or two of his sessions. I’m sure I’ll see more sessions; but I have a tendency to start speaking to speakers and attendees to learn more about their favorite speakers or content and then pick my sessions based upon that feedback.

So if people want to follow/engage with you online where can they find you?
I’m on twitter at @bgtheory or Google+ +BradGeddes I also spend a little bit of time on LinkedIn

SMX-MunchenThank you Brad for your time in answering these questions and congrats again on the success you have had with Google+ and I hope everyone enjoys your SMX presentation.

So if you want to catch Brad Geddes speak and save €€€ on tickets for SMX Munich 2014 you can use our discount code LOSTPRESSSMX and you can register and find out more here.

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