PubCon at Dallas Wister Walcott Advanced Pay-Per-Click ...


by searchengineworld

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During PubCon South at Dallas last month Wister Walcott, co-founder and vice president of products at San Francisco-based search marketing firm Marin Software, sat down with WebmasterWorld video content producer Vanessa Zamora and shared advice about the field of advanced pay-per-click (PPC) work. Walcott, who spoke on a PubCon South at Dallas panel entited "PPC Uber Advanced," used the video interview to explain some of his suggestions for picking the right online ads, which often differ from those that Google and its AdWords program may choose if a business opts to let the Mountain View, California-based firm automatically make such decisions. Walcott also shared tips for finding the right balance between PPC click-through and conversion rates, using measurements that include the amount of revenue per impression, and offered advice on the importance of gathering enough data before making significant ad changes. Before concluding their interview, Walcott told Zamora about gathering quality leads, and shared his thoughts about search funnel technology, which shows prior visitor search terms, such as the Search Funnels program now in use by Google, and how Marin Software looks at the attribution of various metrics in its overall search marketing strategies.