Brad Interviewed by Search Engine World

November 26, 2008

While at Pubcon a couple weeks ago, I did an interview with Vanessa Zamora. We covered topics from my new startup, bg Theory, to search to landing pages to fun things at Pubcon.

You can find the entire article at Search Engine World.

Enjoy.



Posted by Brad Geddes aka eWhisper | Filed Under Conferences, PPC Marketing Blog | Leave a Comment 

Google’s Display Ad Builder

November 22, 2008

Google’s display ad builder lets anyone quickly build images, flash, and widget ads from premade templates. I’ve been playing with some of the widget ads, and while the CTRs are pretty mixed – it’s a tool to try out, especially if you’re designed challenged.

Here’s a YouTube video about the display builder.

In addition, Google has a microsite showcasing how it works.

Posted by Brad Geddes aka eWhisper | Filed Under Google AdWords, PPC Marketing Blog | Leave a Comment 

Are you showcasing your benefits to the correct person?

November 12, 2008

One should always showcase a product’s or service’s benefits to the consumer. This is tried and true marketing wisdom.

However; you need to segment consumers into two different categories:

  • The product buyer
  • The product user

Throughout most of the year, the buyer and user are the same person.

This is not true in the retail holiday season – often the product buyer is not the product user.

A product’s benefits for the product user are emotional responses about how the product will make their life better in some way:

  • The Sony Z laptop has an 8 hour battery life so you can be productive on a cross country flight
  • Save time and money using the Neat Receipts scanner
  • Easily recover from devastating computer crashes by saving your documents online.

However, in the retail season we need to think about the shopper:

  • Buy 10 gift cards and easily send them to 10 different addresses
  • Save time with our Free Gift Wrapping service
  • Save money – free shipping on orders over $25
  • The perfect gift will arrive by December 23rd if you order today
  • Have your own Merry Christmas, receive a bonus gift on orders over $100

While the above statements are common to see in the retail season – those comments are not directed at the product user – they are for the product buyer.

Your marketing language needs to change in the retail season.

Don’t just showcase benefits for the product user.

Show the buyer why they should purchase from you. How will you make the buyer’s life easier?

Buyers and shoppers are two different segments in the retail season.

Are you showcasing your product’s benefits to the correct person?

Posted by Brad Geddes aka eWhisper | Filed Under PPC Marketing Blog | Leave a Comment 

8 DON’Ts and 7 DO’s For Holiday eCommerce

November 11, 2008

My newest column was published by Search Engine Land entitled 8 DON’Ts and 7 DOs For Holiday eCommerce.

The last three AdWords Seminars of 2008 will contain a special retail presentation that starts from the article, but expands on the information and adds a lot of charts and figures.

We’d love to see you in:

Enjoy the article.

Posted by Brad Geddes aka eWhisper | Filed Under PPC Marketing Blog | Leave a Comment 

In Vegas for Pubcon next week

November 9, 2008

I’m going to be in Vegas all of next week for Pubcon.

I will be speaking on Landing Page Optimization on Tuesday.

I will be moderating two sessions which are usually fan favorites:

I’m staying in Vegas over the weekend, and then conducting an AdWords Seminar on Monday at the Embassy Suites Convention Center in Vegas. For the last three sessions of the year, I’m tossing in a special added bonus: “Tips for the Holidays”.

My schedule is quickly filling up. If you’d like to catch up, chat, etc next week, please let me know.

Enjoy the show.

Posted by Brad Geddes aka eWhisper | Filed Under Conferences, PPC Marketing Blog | Leave a Comment 

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