All posts by Hayley Mullen

Join 14 Performance Marketing Experts for PPC Week, August 14-18

You know that opening scene in Raiders of the Lost Ark? Just when Indy thinks he’s successfully Jones’d the Golden Idol, the ominous rumble of a booby trap sounds and he’s being chased through a tunnel by what I’d wager to be the world’s most famous celebrity boulder.  

I’d also wager that PPC marketers are somewhat familiar with this feeling.

As soon as you get the notion you’ve got this whole paid marketing thing down, a Google update or new study (or surprising result from your own campaigns) appears out of nowhere to crush it.

The only way to save your butt is to stay ahead.

Enter PPC Week, August 14-18:

Fourteen of the smartest minds in performance marketing, hailing from LinkedIn, AdFury, Optmyzr and more, will be leading a series of sessions over five days to give you an edge on the competition and get better results from your campaigns.

And if you’re thinking, “As if I can make time for a week when I’m dodging boulders left and right over here!”, know that we’ve designed PPC Week with your (lack of) time in mind.

Each day is categorized by vertical and features three webinars:

  1. One for PPC beginners
  2. One for intermediate/advanced marketers
  3. An extra if you fancy a bonus round

Registration gives you full access, so you can choose to attend all 15 hours, hit up Wednesday’s sessions only to hone your Excel skills, or skip everything and watch the recordings on your own schedule.

Get your free pass to PPC Week

Once you sign up, we’ll send you a confirmation email. We’ll email you the agenda and webinar links a week before the event so you can access the live sessions straight from your inbox on the day.
By submitting this form you expressly consent to receive Unbounce Marketing and PPC Week Partners content such as best practices, tips & tricks and ebooks. You can always unsubscribe at any time.

So who are these PPC peeps and what will you be learning from them? Here’s what’s on deck.

Day 1: Search Advertising

AdWords Organization and Management Techniques for Maximum Performance (Beginner, 8am PT)

Matt Macchia, CEO of AdfFury

Google AdWords is the most effective yet complex web advertising platform around. Learn how to better organize and manage your AdWords account settings and see the performance of your paid ad campaigns skyrocket overnight.

How to Test Ads to Gain Insight (Intermediate/Advanced, 10am PT)

Brad Geddes, Co-Founder of AdAlysis

Learn how to pull rich data insights from your paid ads to fuel your PPC campaigns. Specifically, we’ll show you how to use demographic testing data and data from thousands of ads.

Automate PPC with AdWords Scripts – No Programming Skills Needed! (Bonus, 12pm PT)

Frederick Vallaeys, CEO of Optmyzr

Learn how to get started with AdWords Scripts – the new AdWords tool that lets you automate virtually anything in AdWords, from reporting to managing bids, budgets, ads and keywords.

Banish those pesky spreadsheets for good!

Day 2: PPC Optimization

When (and How) to Optimize Your PPC Landing Pages (Beginner, 8am PT)

Corey Dilley, Director of Campaign Strategy at Unbounce and Joe Martinez, Senior Manager of Paid at Granular Marketing

If your PPC campaigns are driving good traffic but not converting well, your biggest ROI gains might come from optimizing your landing pages. Learn how good (or bad) your PPC landing pages are and when you should (and shouldn’t) optimize them. Come with your landing page conversion rates in hand to compare them to industry benchmarks.

Brilliant Facebook Shortcuts for PPC (Intermediate/Advanced, 10am PT)

Chad Powell, Senior Account Analyst at Hanapin

Learn the shortcuts and optimizations that can help your campaigns perform better and help you work faster. We’ll examine the ad creation process using the Power Editor tool, finding and tuning your audiences with the Audience Insights tool and structuring and segmenting your campaigns for success.

Properly Valuing and Optimizing Paid Search Traffic (Bonus, 12pm PT)

Emily Kirk, Paid Digital Marketing Manager at Workshop Digital

Aligning your paid search traffic with your business goals can be challenging. Learn how to set smart bids that align with your KPIs. We’ll explore bidding layers, setting predictive bids and valuing traffic based on lead type or conversion goal.

Day 3: Excel Tricks

10 Must-Haves for PPC Newbies (Beginner, 8am PT)

Alaina Thompson, Account Manager at Hanapin

Hanapin will share the 10 Excel skills that every PPC newbie should know, from conditional formatting to pivot tables. Join us to learn how to use Excel for faster, more effective PPC analysis.

Geek Out with Advanced (Yet Practical) Excel Tips for PPC (Intermediate/Advanced, 10am PT)

John Lee, Sr. Client Development and Training Manager at Bing Ads

Unlock your Excel merit badge with these PPC spreadsheet tips. Learn how to troubleshoot low Quality Score with the Bing Ads Intelligence Excel plugin. Discover a method for filtering search query data with conditional logic. And hey, while we’ve got your attention – let’s build a keyword health dashboard, too!

Visualize Your PPC Data Like a Pro with Power BI (Bonus, 12pm PT)

John Lee, Sr. Client Development and Training Manager at Bing Ads

Excel is nice. But are you ready to uplevel your PPC dashboard skills? Discover the reporting marvel that is Power BI. Learn the ins and outs of this dynamic reporting software and how you can easily plug in your PPC data to create beautiful (and insightful) visual dashboards. Build your Power BI skills by learning how to build reports for geographic, demographic and keyword data.

Day 4: Audience Strategy

How to Reach Your Best-Fit Customers Across Search and Social (Beginner, 8am PT)

Michael McEuen, Director of Marketing at AdStage

Some of the best opportunities to drive sales already exist in your database. Learn how to reach and nurture prospects and accelerate sales with audience targeting options from Google, Facebook, Twitter and LinkedIn.

Getting Creative with Audience Targeting (Intermediate/Advanced, 10am PT)

Brad Geddes, Co-Founder of AdAlysis and Maria Corcoran, Search Marketing Platform Manager at Adobe

Learn how to get creative with remarketing (including remarketing lists for search ads [RLSA]), customer match, similar audiences and demographics and leverage audience targeting to its full potential.

Audience to Outcome: The Next Generation of Programmatic (Bonus, 12pm PT)

David Simon, CMO of Steelhouse

As the next chapter of programmatic advertising begins, connected technology is ready to make millions of simultaneous decisions a minute, automatically moving ad dollars across channels, formats and publishers. Join our webinar to understand how dynamic, fully optimized ad plans that value outcome and sublimate the meaning of audience are the future of programmatic advertising.

Day 5: Tracking Conversions

Tracking Conversions That Matter: Aligning Your Business Goals With Your Digital Strategy (Beginner, 8am PT)

Zack Bedingfield, Search Engine Marketing Manager at CallRail

There isn’t a one-size-fits-all solution for conversion tracking. Learn how your conversions goals differ between your landing pages, what kind of data you can pull from different conversion types and which on-site conversion actions you should be tracking.

Going Beyond Leads: Full Funnel Tracking from Leads to Revenue (Intermediate/Advanced, 10am PT)

JD Prater, Head of Customer Acquisition at AdStage

Learn how to track your campaign performance data from leads to revenue and how to use this data to optimize your maximum return on advertising spending (ROAS).

Delivering ROI with LinkedIn Demand Generation (Bonus, 12pm PT)

Tyrona Heath, Agency & Partner Education Program Lead at LinkedIn

B2B marketers are feeling the pressure to use complex data, but this can be pretty challenging. Learn how to use LinkedIn Lead Gen Forms and LinkedIn Matched Audiences to get more ROI from your LinkedIn campaigns and get tips for improving your campaign’s success.

Are you in?

As mentioned above, join in for every webinar, a select few, or simply sign up to get the recordings and geek out on PPC, Netflix style. You’ll come away with more than a few Golden Idols in the form of actionable insights you can really use.

And no snakes, Jones, we promise.

Get your free pass to PPC Week

Once you sign up, we’ll send you a confirmation email. We’ll email you the agenda and webinar links a week before the event so you can access the live sessions straight from your inbox on the day.
By submitting this form you expressly consent to receive Unbounce Marketing and PPC Week Partners content such as best practices, tips & tricks and ebooks. You can always unsubscribe at any time.

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Join 14 Performance Marketing Experts for PPC Week, August 14-18

We Want to Put You on a Plane to Call to Action Conference [CONTEST]

Image via Shutterstock.

If you’re an active social networker, you already know that travel photos and social media go together like… aerial shots of brunch and social media.

So when we decided to throw a social media contest together for our upcoming Call to Action Conference, it seemed only fitting to make it travel themed. Not just because we like taking 10-second mental vacations by staring at pretty pictures of pretty places. But because Unbounce has done a little travelling itself.

After expanding to the German, Brazilian and Spanish markets over the past year, we opened an official Berlin office in January. Four walls, front door, ever-flowing kaffee and all. We’re thrilled that this year’s conference is the first we’ll host as a truly international company — and we want to celebrate by putting you on a plane with a free ticket to Call to Action Conference 2017.

The details

What we want to know is:

What’s your favourite place in the world?

Tweet and/or Instagram a photo of wherever that may be (be it from your iPhoto gallery or Google Images, we can’t tell and we don’t care) with the caption:

“Fly me to #CTAConf @unbounce and make me love Vancouver as much as I love [insert location]”!

The winner will be announced at noon PST on Friday, June 3rd and receive a $1,000 flight voucher as well as a free ticket to Call to Action Conference, worth $999.

Click below for more contest details if you want them. And if you’re thinking, “What is CTAConf and why do I want a ticket to it?” then see what all the hoopla’s about.

Originally posted here – 

We Want to Put You on a Plane to Call to Action Conference [CONTEST]


6 Things We All Need to Stop Doing on Social Media Now

I love social media. I live social media! As in, I literally make a living off of it.

Working in social media means navigating some tricky waters. Contests that kill one time and flop the next, the all-too-familiar restraint of 140 characters, an angry Facebook comment popping up on the weekend when you’re already a few beers deep…


There are always new mistakes to be made, fumbles to be fumbled, and don’ts to learn (the hard way).

But some social media lessons are learned the easy way. Say, from reading a blog post.

Here are six social media marketing don’ts that need to kicked to the virtual curb.

1. Automated messages

Ever follow a person or company on Twitter, only to have a message arrive in your inbox one nanosecond later with a “Thanks for following!” and a nod to their website, Facebook page, blog or [insert self-promotional link here]?



Automated messages are my #1 social media pet peeve and I’m willing to bet I’m not alone. Only that bet would be rigged, because I know I’m not.

Sorry automated messages, but nobody likes you.

I get that on paper, they seem like a great idea. Engage with your followers immediately! Show them your helpful content! Lead them to your website! Win-wins all around! Sure.

But you know what else sounded good on paper? QR codes.

In reality, automated messages come off as lazy, detached and out of touch.

While I’m sure there are people out there who swear that automated messages have grown their follower count or resulted in a lead, the risk of leaving such a bad taste in your followers’ mouths just isn’t worth it.

For every response you get, there are likely 50 other people like me who silently cringe and wonder when you’ll get the memo.

There are no hard-and-fast rules for social media, but one thing that remains constant is that genuineness wins when it comes to earning the trust of your community and building relationships with them.

And those canned, self-serving, abundantly-clear-there-is-no-real-person-sending-it messages are anything but genuine.

Real engagement isn’t automated. On Twitter, skip the canned auto-replies. No one likes them.
Click To Tweet

2. Over-hashtagging

Hashtags are synonymous with social media itself – they’re great for categorizing your posts, finding and jumping into conversations, giving your campaigns their own special theme, or inducing a slew of eye-rolling when used in offline conversation.


But just as one realizes when reaching the bottom of a movie theatre-sized package of Skittles, too much of a good thing can often be a bad thing.

Piling on the hashtags will either convolute the message you’re trying to get across or make it look like you’re desperately gunning for new followers instead of engaging with your current audience.

Most of the words people are hashtagging are so vague, they’re not doing much of anything for them anyway…


When it comes to Twitter, try using no more than two hashtags per tweet. And be strategic about it.

Hashtag the most targeted keyword in your message or find ones that apply to it.

For instance, I’ll often slap #yvr onto any Vancouver-centric tweets from Unbounce’s account — and leave it at that.

Are you guilty of over-hashtagging on Twitter? You could be convoluting your message.
Click To Tweet

3. Blanket publishing across all networks

Not to be confused with my arch-nemesis automated messaging, automated publishing – scheduling posts to be published at a later time – is the best and essential for anyone working in or with social media.

Automated publishing saves a ton of time, energy and gray hairs (shout-out to Buffer and Hootsuite for making my job that much easier).

That said, deploying one post across all networks is a recipe for this:


I’m assuming the update above was triggered from Twitter to simultaneously post to LinkedIn (where I found it), which resulted in a strange “0 comments” image being pulled and the inclusion of a hashtag on a platform that doesn’t support them. Womp womp.


If you’re sharing to your personal accounts, you may not care about formatting, but for businesses it’s important to optimize posts for where they’re going to be posted.

Each social network is its own beast with its own rules, and making sure your updates display properly puts you one step closer to more clicks and more engagement.

If you blanket publish across social media networks, people notice. Tailor posts for each channel.
Click To Tweet

A vibrant image on Facebook or tagging the right people on Google Plus can make all the difference. Plus, it just shows that you give enough of a s@#$ to provide a more appealing experience for your audience. Thumbs up to giving a s@#$!


4. Mishandling negative feedback

We’ve all been privy to the wonder that is the internet troll – the online equivalent of an angry Grandpa Simpson.


This isn’t about them. Their problem isn’t you, it’s that their mother didn’t hug them enough. Or hugged them too much…

I’m talking about the not-so-nice comments, frustrated questions or criticisms from regular people that any business has to deal with.

Responding to negative feedback is tough, and it can even be a bit intimidating when dealing with an especially irate person.

It helps to remember that most people are reasonable and just want to be heard. A calm, prompt, and most of all, human response can go a long way.

What you don’t want to do is come off as apathetic, fake or defensive. I’d say any response is better than no response, but if you’re about to go all ape shizz on them you should probably hold off:


The above example is admittedly extreme (most of us have enough common sense not to insult our customers).

But even a response with even a hint of contempt or listlessness — or straight-up not responding at all — can do a lot of damage to your relationship with your customers and brand reputation.

Talk to people like they’re people and do what you can to address their problem, whether that means clearing it up yourself or putting them in touch with a team member who can. If you’re doing your best to understand where people are coming from and help them, that will come through.


Pro tip: When in doubt, channel the spirit of Amy’s Baking Company and then do the opposite.

5. Not optimizing content for sharing

Curating content for Unbounce’s social community is a big part of my job. I visit a ton of different blogs each day, ready to share the good stuff with our audience. The funny thing is, a lot of blogs don’t seem to be ready for me.

When I’m ready to share an article, there are two things I don’t want to have to do:

  1. Search for sharing buttons
  2. Search for a Twitter handle

I know, I know — if these are my problems, then my problems aren’t real problems. And the Buffer extension mostly takes care of this non-problem, on my end. But from one marketer to another, it’s just good sense to have your content be as easy to share as possible and optimized for doing so.


That means putting sharing icons front and center, making sure the title of the post or a custom message is pre-filled (and under 140 characters with the link), and including your company handle so you’re credited by default.

If you don’t have sharing icons installed already, try AddThis or ShareThis.

6. Not sending social campaigns to a landing page

Obviously we’re all about landing pages here at Unbounce, but it’s not just because they pay the bills. It’s because they serve a real purpose and serve it well.

Landing pages allow you to send visitors to a super-targeted page that addresses their specific wants or needs.

If you’re a software company running a Facebook ad for your newest feature, sending the people who click on that ad to your homepage – which probably has a lot of general information about your product and a high attention ratiowill just leave your visitors confused and likely to bounce.

By sending them to a landing page focusing solely on that new feature with one call to action urging visitors to try it out, your chances of converting them increase dramatically.

For a more detailed explanation (with examples!), check out Tia Kelly’s awesome post on why sending social traffic to your homepage will leave you forever alone.


Focus on what works

The landscape of social media will always be changing and with it, its best practices for engaging with and building our communities.

As we learn what works and what doesn’t, it’s up to us to weed out the bad tactics and focus on the good ones. In other words, find what works. And then keep doing it.

What am I missing here? Any social media marketing pet peeves you want to add to the list?

– Hayley Mullen

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6 Things We All Need to Stop Doing on Social Media Now