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Frank Approach: Perspectives from Point It's President

Putting Profitability First in Digital Programs

I just got back from my annual trip to the Google Partners’ Summit. It was part of Google’s Live Marketing event in San Jose, and there was a palpable difference from previous years. There were the usual themes of AI and Machine Learning, and a lot of attention on the newly announced Google Marketing Platform which looks very exciting. But for me, the standout was an emphasis on putting profitability first in digital programs, especially in PPC.

Hallelujah. Finally.

Beach Reads for PPC Geeks: Essential Summer Reading for Paid Search Fanatics

Summertime is now fully upon us (yes, even here in rainy Seattle), bringing with it visions of longer days, cookouts, and—if you’re lucky—beach vacations. Even if you’re not a fan of the sandy area where land meets water, “beach reads” are essential for the summertime: material that’s light enough to consume while you’re soaking in the warmer weather, but substantial enough to keep your brain in swimsuit shape. As a PPC geek (and proud of it), I’ve compiled a list of essential topics (and related reading) to share as essential summer reading with my fellow paid search fanatics.

Event Recap: Thinking with Google About PPC Profitability

Common metrics used to judge the success of marketing efforts—such as cost per acquisition (CPA) and return on ad spend (ROAS)—can prove to be short-sighted and ineffective. Even though CPA, ROAS, and other front-end metrics may be what the C-Suite is used to, evolving the conversation to profit-based measurement can lead to better results. Profit optimization is not as easy as flipping a switch; marketers have the challenge of sharing the message and convincing leadership that it can create results. Last week, we hosted a seminar with Nick Danford, Agency Development Manager at Google, and Maddie Cary, Point It’s Vice President of Client Services, to talk about PPC profitability.

Interview with Google: The Importance of Paid Search Profitability

I recently had the pleasure of speaking with Nick Danford, our guest expert at Point It’s upcoming Thinking With Google: PPC Profitability event on the Google campus. Nick works with Google’s Global Business Organization, where he drives performance-based strategy and crafts AdWords solutions with some of the department’s most strategic, digital agencies. I challenged him to help me understand how paid search can help a marketing department grow into a digital advisor to the larger business, and wanted to share the highlights of our conversation.

Why Did They Google It in the First Place?

One of my favorite things to do lately is to ask people in the PPC world a deceptively simple question: “Why did they Google it in the first place?” I’ve been asking it all over — in one-on-one conversations with peers and in front of crowds (including during a presentation at the 2018 Hero Conference in Austin, Texas). The purpose of the question is to dig into what to do when you’re facing an overcrowded market and are having a hard time growing your search program, specifically your branded search.

Blog: Five Key Issues Every CEO Should Consider Should Consider About a Paid Search Audit

Five Key Issues Every CMO Should Consider About a Paid Search Audit

If you type the term “paid search audit” into the search engine of your choice, the results will be an inundation of blog post upon blog post upon webinar upon whitepaper about how to execute paid search audits. You’ll even notice many agencies out there advertising “Free Audit!” The quantity of information is overwhelming — but you’ll quickly notice that the amount of quality information leaves something to be desired. I’m here to help guide you through these muddy waters. I want to talk about five key issues to consider when thinking about paid search audits, and how to weigh the benefits of having a third party execute your audits.

Blog: Five Key Insights to End your Frustration with Paid Search

Five Key Insights to End your Frustration with Paid Search

At any given moment, most PPC programs are wasting up to 30% of their budget. Many people feel the frustration associated with trying to make PPC work for them — and perhaps you feel their pain. Point It’s President Frank Coyle weighs in to offer five key insights (and related recommendations) to help end your frustration with paid search.

WIN-FAIL social strategies

WIN/FAIL: Social Advertising Strategies That Work (Plus Some That Don’t)

Social advertising may feel as devoid of rules as the Wild West — and in a way that’s part of its appeal: the limited predictability, the need to constantly reinvent your approach, the “shoot first, gather metrics later” attitude that drives innovation. But even us thrill-seeking A/B testers need somewhere to start and a way to hedge our bets when devising a social strategy. As someone who spends most of my waking hours immersed in the world of social advertising, sometimes it feels like I’ve seen it all: the good, the bad, the ugly, and everything in-between. I’d like to share some insights about social advertising strategies that work (plus some that don’t) to help you make informed choices when crafting your own strategy.

The Wild West of Social Advertising: Separating False Promises from Real Opportunities

Every time I open up my Facebook app for personal browsing (because I can’t get enough of dog pictures, BuzzFeed articles, and watching the train wreck that is people arguing over politics), I get bombarded with the same advertisements. If you work in digital marketing, you probably do too – my feed sometimes feels littered with false promises that distract from the real opportunities presented by social advertising.