Elisa Gabbert's blog

We're Shortlisted for the US Search Awards!

Following a night of fitful sleep, I got some happy news in my inbox this morning – we’ve been shortlisted in three categories for the 2013 US Search Awards! According to the email we received, “The number and standard of entries has been extremely high, so well done on making the shortlist, which is an amazing achievement in itself.

” Go WordStream!We were shortlisted in three categories:Best PPC Management Software – PPC Advisor, our PPC management platform, was one of five platforms shortlisted in the Best PPC Management Software category. Fellow finalists in this category including Acquisio, IgnitionOne, Kenshoo Search and Marin Software. We think this is impressive company – we’re pretty excited to be shortlisted with these older, more established platforms.Innovation –... > Read more

September 06, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 5

WordStream's Best of the Month: August's Greatest Hits

September is just around the corner! It’s back to school time once again. We’re about to enter into that period when it’s still technically summer but everyone starts calling it fall anyway. It’s not even really a season – it’s an interim period.In the spirit of Back to School, why not catch up on all the great reading material you might have missed this month, while on vacation or what have you? Here are the top 10 most popular posts from the WordStream blog this month:What is Mobile Marketing and Why Does it Matter? (So So Much!) – Meg explains why you need a mobile strategy, STAT, and the different types of mobile marketing available.

Quality Score Hacks: 3 Sneaky Ways to Increase Your Quality Score – These are the three easiest ways to improve your Quality Scores that we... > Read more

August 30, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

PPC Budget Guide: Are You Spending Your PPC Budget Wisely?

The following is an excerpt from a new white paper co-created with Hanapin Marketing. Download the complete white paper here.In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But how do you figure out what you should spend?Your monthly and annual budget is a huge part of your PPC strategy, so whether you’re new to PPC or have been doing it for years, it’s worth taking a step back to figure out if you’re making the most of your spend.

The most important consideration for budget planning is your lead needs. You’ll need to sit down and figure out some characteristics of your leads, such as:Lead qualityTarget cost per lead (CPL)Buying cycleVisitor frequencyGeographic locationIf you’re not sure what your target lead looks like, start by ... > Read more

August 29, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 8

Quality Score Hacks: 3 Sneaky Ways to Increase Your Quality Score

Don’t you just love how we can call almost anything a “hack” these days?Most of the “hacks” I see on the Internet are just tips, but calling them hacks makes it feel like you’re getting away with something. And whatever makes work more fun, I’m all for it.So let’s talk Quality Score. We’ve harped on and on about the importance of Quality Score.

It can save you up to 50% on cost per click (CPC), and those savings at the level of the click translate into savings of up to 80% on CPA, or cost per conversion. In other words, optimizing for Quality Score is basically a way to optimize for costs.So how do you actually increase your Quality Scores? Google’s exact formula for calculating Quality Score is famously mysterious, like the recipe for Coke. But we do know that click-th... > Read more

August 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 37

WordStream’s Best of the Month: Our Top 10 Posts in July

Our #1 post of the month (see below) included a tip about adding a progress bar to long forms on your landing page, so visitors can see how much they’ve completed, similar to what you sometimes see while taking a survey:I visualize this same kind of “progress bar” in my mind as the year goes by – and as of late July, we’re just about 60% done with 2013.

It’s more than half over! But is that a good thing or a bad thing? (I’m glad I don’t see a progress bar for my whole life – I don’t want to know.)In the words of the great Dolly Parton in Steel Magnolias: “Honey, time marches on, and eventually you realize it’s marching across your face.” Before we lose any more of the year to that great black hole of the past, let’s take a moment to revisit our greatest hits fro... > Read more

August 01, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

What Makes 'Great Content' Great? 8 -Able Words for Greater Content

I know y’all are sick of hearing that “content is king.”“Content is king” is one of the major web marketing clichés of our time, right up there with “SEO is dead.”Following close behind, I think, is the recommendation to “create great content.” Want tons of Google traffic, hot leads, record sales? Don’t worry about SEO, conversion rate optimization, any of that, just create great content!But what does that really mean? What makes content great, and what exactly is “content” anyway?Here’s my definition: “Content” is really just information – really, simple as that! When you create content, you’re putting information on your site.

Some of it is intended to teach, some of it is intended to persuade, some of it is intended to entertain. And great content is i... > Read more

July 29, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 25

Further Adventures in Inbound Marketing: HubSpot PPC Hub & Upcoming Moz Webinar

Recently, we did our best to put the lie to the myth that PPC is outbound marketing. There’s a persistent idea that cost is the determining factor that separates inbound and outbound marketing. But we believe that all marketing has costs – since no channel is free, what matters is ROI. So inbound marketing isn't free marketing, but rather is defined by context and intention.

Like organic content marketing, PPC ads are driven by context and user intent – in other words, the ads are only triggered when they’re relevant to what people are already searching for. And with increasingly more effective and blinged out ad types, PPC is more and more likely to meet a searcher’s needs just as well, if not better, than an organic result. (We believe that for commercial searches, PPC is better... > Read more

July 12, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 1

Local Mobile Marketing Case Study: Colombo Hurd Slashes CPA with Mobile Marketing

Note: A version of this mobile marketing case study appears on the AdWords blog (PDF version).The rundown WordStream client Colombo Hurd upgraded its largest AdWords campaign to Enhanced Campaigns in April. Because mobile traffic has tended to be more valuable to the law firm, they decided to ramp up their local mobile marketing investment and increased mobile bids by +25%.

As of early May, Colombo Hurd had increased customer conversion rate on mobile ads by a factor of three and reduced the cost of a new customer acquisition by 149% with the new mobile marketing campaign.The Goals Increase conversionsGenerate phone calls to schedule in-person consultationsImprove sophistication of mobile-targeted advertisingThe Approach Upgraded largest campaign to EC and monitored resultsAdjusted CPC bid... > Read more

July 03, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 3

WordStream’s Best of the Month – Our Greatest Hits from June

Happy late solstice and early Independence Day, y’all! Clap your hands if summer is your favorite month.These early days of summer are my favorite, before it gets too stiflingly hot to sleep and before my feet get too irreparably disgusting from walking around in flip-flops. While we’re all still in a good mood (right?) let’s review our hottest blog posts from the month of June!The Top 10 Best AdWords Features You're Not Using – Our new contributor Johnathan Dane put together this list of the most awesome AdWords features that too few people are making use of.

Google AdWords Ad Extensions Cheat Sheet – Thanks to Erin Sagin for this quick cheat sheet that’ll help you figure out which ad extensions to use when.News Flash: PPC Is Inbound Marketing – This one was posted too late i... > Read more

June 28, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

Google Products Graveyard: Mourning Google Reader and Other Discontinued Google Products and Services

Google Reader is going away on July 1, leaving its small but loyal fan based scrambling to find a replacement RSS reader. (This longtime Google Reader user has been very happy since switching to Feedly.)With Google Reader on its death bed, and iGoogle approaching the end as well, we thought it was high time we revisited some of the many other Google products that we’ve said goodbye to over the years.

Many of these products were great ideas that just never caught on with a larger audience; some had overlapping functionality with other products, forcing Google to focus development efforts on one over the other. I still mourn the old, social version of Google Reader. Which Google product still haunts you from beyond the grave?Our Google Graveyard infographic reviews some of the many great i... > Read more

June 27, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 24

Google Celebrates Historic DOMA Decision with Rainbow Search Box

It's been a busy few days in the news and many of us have been glued to our "sets" (i.e. Twitter) following the filibuster in the Texas senate and, this morning, the Supreme Court's historic decision to strike down DOMA (the defense of marriage act), the 1996 law which denied federal benefits to legally married same-sex couples.

In a cute act of apparent support for gay rights, Google has implemented a rainbow search box for searches related to gay marriage, such as "gay" and "lesbian":What do you think of Google's show of support? Should the search giant stay out of politics?You can read about the significance of the rainbow flag to the gay rights movement here.UPDATE: Though we only noticed this today, Danny Sullivan points out that the rainbow search box was already in place for Gay Pri... > Read more

June 26, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 6

8 Simple Things You Might Be Overlooking In Your AdWords Account [New Guide]

Our latest white paper is now available for download. Below is an excerpt from the guide. Click here to download the full text of this new, free guide (PDF).8 Simple Things You Might Be Overlooking In Your AdWords AccountAdWords makes it incredibly easy to set up and run a pay-per-click (PPC) ad campaign, but some advertisers assume that after they've written an ad, typed in some keywords, set the budget, and switched on the campaign, there's nothing more to do except sit back and watch the clicks and conversions roll in.

In reality, any account – large or small – can benefit from a few quick, simple tweaks designed to optimize the advertiser's reach, click-through rate, and return on investment (ROI). These updates don't cost anything extra, and they're simple enough that even someone ... > Read more

June 25, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

AdWords Performance Grader Now Even More Secure & Easier to Use with OAuth2

We’ve teamed up with Google to make our award-winning AdWords Performance Grader even easier to use and the login process more secure than ever.The new authentication process, based on OAuth2, enables you to run the free AdWords Performance Grader by signing in with your Google profile – just be sure you use the profile associated with an active Google AdWords account.

(The process is similar to using your Facebook account to comment on a blog.) WordStream will then do a one-time read of the data in your AdWords account, while Google controls a secure interaction. The new process is fast, easy and helps ensure the highest level of privacy and security.Watch this video to see how it works!To try out the new Grader for yourself, go to www.wordstream.com/google-adwords and follow these st... > Read more

June 24, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 5

Larry Kim Named Most Influential PPC Expert for 2013!

Our friends at PPC Hero put together an infographic of the Top 25 Most Influential PPC Experts in 2013, based on votes from readers, social influence and other influence factors (speaking engagements, books published, channels reached, etc.). We were very excited to see our own Larry Kim in the very top spot! Check out the full graphic below to see all the top experts.

Huge thanks to our buddies at Hanapin for putting this together, and congrats to all the other experts. We're honored to be in your company!You can read more about the survey's methodology here.... > Read more

June 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 2

MAY We Brag About Our Best Posts of the Month?

I realized long ago that journalism is 75% puns. I still remember the time in high school yearbook when my best friend Marisa was putting together a spread on international travel. She couldn’t think up a good caption to go under a photo of some student at the Eiffel Tower. I suggested “Get an eye-ful.

” SHE LOVED IT! And into the yearbook it went, preserved for posterity.Hence the unfortunate title of this post. I have to do these roundups once a month, guys, let me have my fun, OK?Now, on to our top 10 awesomest posts of the month, in order of awesomeness, as determined by YOU, our faithful readers!Review of Mention, a Great Alternative to Google Alerts for Brand Monitoring – Google Alerts used to be the gold standard for brand monitoring, but they’ve fallen off of late. I took ... > Read more

May 31, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

WordStream Is a Finalist in the 2013 MITX Innovation Awards!

We’re very happy to announce that we made the short list of finalists in the 2013 MITX Innovation Awards! Last year, our AdWords Performance Grader won the award for the “Best Customer Engagement Driver” category. This year, the 20-Minute PPC Work Week is among the finalists for “Best B2B Innovation”:Otherwise known as “innovative online tools that make employees whistle while they work” (well, not literally).

In all reality, innovative technologies have made it easier for the business to do business, making our work lives easier and more effective and our customers happier. This category recognizes innovative B2B web, social and mobile technologies that are fundamentally improving how organizations get it done.”The 20-Minute PPC Work Week is workflow tool inside our PPC Ad... > Read more

May 28, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

How Not to Market to Women: Fashion Isn't ALL Women Care About

Dear companies that market to women: Stop trying to sell me stuff that has nothing to do with fashion by fashion-washing your ads. I hate this marketing trend! Much in the way that toy companies think little girls will only be interested if it’s pink, brands that sell everything from house paint to yogurt have decided that the only way to market products to women is via association with makeup and clothes.

It’s sexist, it’s cynical, and it just doesn’t make sense.Here are a few of the more egregious examples of this marketing trend I’ve seen in the past year.The Fage Lipstick AdMmm, creamy luxury! What a great ad for lipstick!Wait, what? This is an ad for yogurt?We don’t even need to get into the irrationality of yogurt being marketed solely to women – my husband eats 10 time... > Read more

May 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 19

Web Content Writers Wanted!

Whether or not it’s fair to classify WordStream as a startup, we certainly still think of ourselves that way. And one of the challenges of startup life is the rapid growth – meaning our needs often outpace our hiring.[More: 50 Things Every Content Marketer Should Know]Lately, that’s the case with content creation, so we’re looking for a few good freelance writers to help us out.

So if you love writing, Internet marketing, and extra money, we want to hear from you! Specifically, I’m looking for someone(s) who:Has hands-on experience with search marketing – WordStream is very meta in that we market about marketing, do SEO on pages about SEO, create PPC ads for our PPC software and so on. So if you’re going to write for us, you need to have experience with the world of search ma... > Read more

May 15, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 5

Creating the Next Generation of PPC Superheroes

Our friends at Hanapin Marketing and PPC Hero need your help!Pat East, the CEO of Hanapin Marketing, teaches a summer workshop at Indiana University that covers all aspects of Internet marketing, including a core module in PPC. Their grades are dependent on demonstrating their PPC knowledge by successfully creating and managing an AdWords account for a real business.

How You Can HelpHanapin is looking for eight U.S.-based companies to participate in this program and help out the students. The companies must be willing to make a $250 investment in PPC to help a student out – as well as to see if PPC is a good fit for their business!How to Get StartedIf you want to do your part in building the future of PPC, contact Hanapin's Director of Paid Search Jeff Allen directly (Jeff.Allen@hanapinma... > Read more

May 08, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 1

Brooks Brothers' Gatsby Collection & Other Advertising Tie-Ins That Totally Missed the Point

There aren’t too many benefits to being an English major type – extra zeroes on your paycheck sure ain’t one of them – but we take our kicks where we can get them, and being self-congratulating and superior when someone misinterprets something literary is one of them. So in this post, I’m going to shame some companies that totally missed the point when it came to using a book, poem or song in their advertising campaigns.

And as long as we’re clearing up misconceptions? “Wherefore art thou Romeo?” doesn’t mean “Where are you, Romeo,” it means “Why are you named Romeo?” Now you know.Brooks Brothers & The Great Gatsby: So MoneyWith Baz Luhrmann’s 3-D adaptation of The Great Gatsby opening this weekend, various Gatsby-themed advertising tie-ins are all over the p... > Read more

May 07, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 16

Review of Mention, a Great Alternative to Google Alerts for Brand Monitoring

Back in April 2012 I wrote about how Google Alerts had pretty much stopped working for me. Recently, they clearly tweaked something, because Google Alerts are working better, as Danny Sullivan noted at Search Engine Land recently. However, they’re definitely not back up to the level they were at when I first signed up for a Google Alert years ago.

Why not? Apparently, Google only sends you new alerts under these circumstances:Google Alerts only sends you email if new articles, webpages or blog posts make it into the top ten Google News results, the top twenty Google Web Search results or top ten Google Blog Search results for your query. If the top results remain the same for a while, you won't receive email on your topic.Perhaps this reduces the processing power they have to devote to G... > Read more

May 06, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 14

April Top 10: WordStream's Best of the Month

Guess what happened this weekend? My four-year hiring anniversary quietly passed. Yes, it’s true, as of April 27, I’ve been working at WordStream for four years. I know, right?! Happy anniversary to me.Nobody baked me a cake, so I had to draw one. (Don't feel bad, I'm actually allergic to cake. Wine's A-OK though.

#sendwine)Who else has been at WordStream four years or longer? Just three people:Larry Kim, of course! (Employee #1)Then Peter Swanston (hired on 10/23/2008) and Phil Stefou (2/24/2009) in engineering.This photo of Peter is from an event we had back in 2009! We made a Mexican feast with help from the Cambridge School of Culinary Arts. We also had beer, that's why he looks so happy.And here’s Phil at our recent winter event with ex-WordStreamer Cathleen Ellis. (If Cathleen ... > Read more

April 30, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

5 Big Brand PPC Ads with Critiques: What We Like, What We'd Change

What big brands are able to do with their enormous marketing budgets is inspiring – though sometimes it mostly inspires jealousy. The typical small business can’t sponsor the Olympics or get an ad spot during the Super Bowl. You have to tinker around with more accessible campaigns that cost less but typically have smaller reach as well.

PPC is an example of an incredibly accessible marketing channel – it’s being exploited by tiny one-man shops and huge multinational corporations alike. But how much better is a big-brand PPC ad than an SMB ad – if at all? Is it like comparing the latest Pepsi commercial to what your local furniture store puts together?Let’s look at five big-brand AdWords ads and see what they do well and what they could do better.(More: Dear eBay, Your Ads Don't ... > Read more

April 24, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 13

The Future According to Larry Page: Outlook Lazy

On the Q1 2013 earnings call last week, Larry Page spent a lot of his time taking about the future – a future that will not be social, as Page might have had us believe in the past. He didn’t mention Google+ once on the call, and social media only came up insofar as YouTube is social. That’s a switch!So what does define the future of Google? The unifying theme just might be laziness.

Almost every Google venture that Page spent time talking about is designed to cater to our increasing laziness and impatience as a society.The web used to be a playground for tech nerds, but now it's for everybody, including people who know nothing about technology. As tech gets easier and more accessible, 5% of people mourn the loss of the control, but the rest of us lazy bums love it.Talking Is Easier ... > Read more

April 22, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 4

2013 Q1 Google Earnings Call Reveals Real Reason for Google Fiber?

During Google’s first quarter earnings call for 2013, Patrick Pichette – Google’s Senior VP and Chief Financial Officer – seemed to reveal the real reason behind Google Fiber, Google’s attempt to provide connection speeds “100 times faster than today’s broadband.”Google Fiber, currently active in Kansas City and coming soon to Provo, Utah, and Austin, Texas, is a newer venture outside of Google’s core product stack, and the kind of “speculative product” that Larry Page said is vital to growing and surviving as a technology company.

“Companies tend to get comfortable doing what they’ve always done,” Page said on the call, but “incremental improvements are guaranteed to be obsolete over time, especially in technology.” This is why they’ve taken leaps into ne... > Read more

April 18, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 3

Don’t Read the Comments: 10 Logical Fallacies in the Comment Stream

There’s a brilliant Twitter feed called @AvoidComments whose sole purpose is to remind us not to read comments on the Internet:This is excellent advice when it comes to newsy sites like Salon, which seems to be where repressed rage goes to die seethe indefinitely. And even Justin Bieber knows not to read the comments on YouTube: “I don't read YouTube comments because those can get you sad.

”Seriously though. I have a love-hate relationship with comment streams. The quality can vary so widely and it usually depends on what kind of atmosphere and community the blog owners cultivate. I love sites with upvoting systems that allow the best comments to rise to the top and which encourage regular commenting and conversation – see SEOmoz, Reddit, and XOJane, where I’ve lost hours of my li... > Read more

April 04, 2013     |   Written by: Elisa Gabbert   |   Posted In: Blogging   |   Comments: 31

As March Goes Out Like a Lamb, Let's Review WordStream’s Best of the Month

So, I’ve had a stressful couple of weeks, and we’ve entered the eye twitching stage of stress. It feels kind of like this:But it probably doesn't look like I'm trying to wink badly ... right? Guys?Anyway. Today marks the last weekday in March, which means it’s time to review our top 10 blog posts of the month.

ICYMT (In case you missed them), check out the awesome:Dear eBay, Your Ads Don't Work Because They Suck – Far and away our most popular post this month – this year, actually! – in which Larry takes eBay to task for saying paid search doesn’t work, when eBay has always been the laughing stock of the PPC community.How Google Makes Money from Mobile – This infographic illustrates Google’s mobile play in terms of apps, advertising, devices and content – and we’re ju... > Read more

March 29, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

February's Greatest Hits: WordStream's Best of the Month

 It’s that time again! Meaning, the rent is due. Also, February is over, Daylight Saving Time and Spring at large approacheth. As we bid Feb adieu, do take a look at our very best blog posts of the month:AdWords Enhanced Campaigns: Google Announces Big Changes to Mobile Ad Campaign Management – Learn all about the AdWords’ new Enhanced Campaigns, probably the single biggest change to AdWords in the past five years.

This shift will completely change the way you do mobile advertising – making it much easier for smaller advertisers.New Google AdWords Offer Extensions Integrate Discount Offers with Search – Google has also launched a new ad extension type that allows you to place special offers in your text ads. This post explains how they make ROI more measurable and why they... > Read more

March 01, 2013     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

50 Things Every Content Marketer Should Know

Fancy yourself a content marketer, or want to become one? Here’s a big fat content marketing skills list and tactics you should know before you apply for that content marketer job or update the title on your business cards. Help yourself by highlighting the right marketing skills needed for your resume.

Good grammar and proper use of punctuation – Hopefully you learned this in school. If you weren’t paying any attention, it’s not too late. You can pick up a lot just from reading voraciously – like how the mermaid in Splash learned English from watching TV. I also recommend picking up a basic writing manual, because it would be very difficult to intuit all the finer points of grammar and punctuation through intuition. You’ll feel nice and superior once you know the difference bet... > Read more

February 19, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 33

Larry Page Confirms Google Knowledge Graph Conspiracy Theory

About six months ago, I proposed a conspiracy theory that Google created the Knowledge Graph in order to "train" Google users to pay attention to the right-hand side of the SERP. Google can't easliy monetize informational queries, but the Knowledge Graph could be a way to increase ad revenue across the board, by proactively changing the heat map so searchers start to view the whole page as useful, not just the organic results in the middle.

Remember when Google said "Ads are just answers"? They are subtly reinforcing that viewpoint with Knowledge Graph, by providing rich "answers" right where the ads usually go!What Is Google Knowledge Graph?Knowledge Graph, launched in 2012, is basically Google's version of Wikipedia. According to Wikipedia (ha ha), "The Knowledge Graph is a knowledge bas... > Read more

February 01, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 7
 
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