Larry Kim will speaking on PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.
1) Please give us your background and tell us what you do for a living.
I’m the founder of WordStream. We’re the world’s largest PPC marketing software and services companies, managing over a half billion in spend for over ten thousand customers worldwide. I started my company in 2008 and today employ nearly 200 people. We’re based in Boston.
I spend my day blogging about unusual marketing hacks, posting funny stuff on Twitter and working with my marketing, software product and managed services teams. I also have a 1-year old kid (#ppckid) and fly a drone.
2) Wordstream partners with agencies…and also is an agency which, in theory, competes with its clients. How does Wordstream facilitate such a balancing act?
We would never intentionally poach a client from a partner agency.
3) A while ago, I wrote a blog post agreeing with your views regarding quality score, but disagreeing with your concept that low quality score keywords should automatically be paused (b) . What are your thoughts on what I wrote and have your thoughts on quality score evolved in the last year or so? https://3qdigital.com/featured/use-marin-efficiently-allocate-spend-based-upon-quality-score/.
You’re essentially doing I was suggesting.
I suggested to (a) pause your crap quality score keywords and (b) spend the budget on more profitable opportunities elsewhere.
You’re bidding down crap quality score keywords 80%. By lowering bids so dramatically, you’re going to decrease ad rank and thus impression share will plummet; also your average ad position will drop, which means much lower click through rates (note: the combination of lower impression share and lower click through rate is very similar to shutting them off). Furthermore, the fewer clicks you do generate will cost considerably less (note: this means you’ll end up freeing up budget to spend on opportunities elsewhere.)
You know what they say about great minds…
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.