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Scooped by Martin (Marty) Smith
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50 Tools Turbocharge Your PPC b/c Adwords Is Too Complex & Fast Now

50 Tools Turbocharge Your PPC b/c Adwords Is Too Complex & Fast Now | Startup Revolution | Scoop.it

Marty Note
Adwords is crowded, fast and dangerous these days.

When I was an Ecommerce Director we made the decision to give our $1M in PPC spend to the robots. Robots, business rules and predicitve analytics was the only way we could make what little money we made from PPC.

Attribution is a BITCH.

I remember our CFO saying, "Cut spend on everything above this line, " pointing to every branded term we were buying. Cut the top of the funnel off and you lose the bottom of the funnel. Trying to explain that to a web doubter was impossible so I ignored the demand.

Instead we tested or ROAS (Return on Ad Spend). $6 to $1 ROAS looked great...at first. As time went on we realized tighten the valve that tight cut our email list growth and the LTV (Lifetime Value) it produced in dangerous ways.

Next we tested at $1 to $1 and bleed red ink. At the time I worked for Direct Marketers (DMers) who don't believe in losing money...ever. The complex attribution math meant we were probably making solid return IF attribution was fully valued and agreed upon.

It was not. Attribution was controversial and the more immediate, the more Stimulus to Response it was the more my bosses liked it. The idea that three generations ago we built a PPC campaign that grew our list 15% and thus made us $3 To $1 was a bridge too far.

That is why I wanted to bring Marin into the mix. Marin is the best self tuning / business rule based PPC DIY Algorithm we could find. No Sale since adding Marin's "costs" seemed to lower ROAS. Once again full attribution would show Marin was going to pay for itself in no time, but didn't make that sale either.

Today's PPC market is an order of magnitude more complex. If you are still buying PPC by hand good luck with that. Too much UNDER (costs) and not nearly enough OVER (benefit) for our risk / reward palette. Better to hire an agency OR, for about the same money, DIY with a predictive management tool like Marin.

We looked at several and liked Marin the best. Its UI was understandable, installation was easy and commitment was low. We just added Marin to our list of Cool Tools in our Ask For Help Haiku Deck:

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Scooped by Martin (Marty) Smith
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Why Startups Should Have At Least One Paper.li

Why Startups Should Have At Least One Paper.li | Startup Revolution | Scoop.it

Marty's Paper.li Story
About a week after starting as Atlantic BT's, largest web dev shop in Triangle area of NC, new Marketing Director my boss & founder / CEO Jon Jordan asked me, "What's this Paper.li" thing.

Jon's displeasure was obvious. I explained how Paper.li is a "get more, do less" content curation tool. Jon said, "It doesn't look like us," and I had to agree. My question back to Jon was, "Is 'looking like us' important," and you can guess his response.

To his credit, Jon asked me to do an analysis before shooting the limping horse. I also related our previous conversation about the "creation of a commons". On my second day as Marketing Director for ABT Jon and Mark Foulkrod, then COO, confessed a concern.

"We think you will steal from us," Mark said straight out (that is the way Mark is). The comment surprised me so I asked the right question. "Why are you worried and what do you think I will 'steal","I asked.

Jon shared the story of a previous employee who "blogged for himself on our dime". I never met the person, but I explained ABT had little or nothing I could "steal".

It was my turn to shock them. I shared how, at that time, ABT's Klout score was 19 while mine was 45. Together, I went on to explain, we were stronger than either apart. We would create a commons mingling my content, ABT's and curating in other content from gurus, thought leaders and ABT customers to create a "rising tide" sure to lift their online reputation boat and mine.

"You will gain more if only due to our starting points," I shared. At the end of my tenure (December 2013) ABT's Klout score was 50, a 233% increase. Mine was 65, a 44% bump.

Paper.li and Scoop.it were MAJOR contributors to the rising tide of ABT's commons. Scoop.it helped test content marketing ideas and Paper.li creates more community faster for LESS work than any tool I know or use (and I use a passel of 'em).


The brilliance behind Paper.li, that they present an algorithm filter of content you've already shared and or mashedup, makes it the GREATEST and most under utilized (and just about the cheapest) content curation tool.

Startups are so WIDGET FOCUSED they don't think about the day they want to share their widget with the world. Paper.li is guaranteed to make "sharing day" easier and for the cost of...well just about NOTHING a startup receives a powerful ally. If you are a starutp or Internet marketer and DON'T use my friends in Switzerland's coolest tool since sliced bread you are nuts.

Oh, btw, when I shared data showing Paper.li was the most powerful community creation tool we had Jon and Mark didn't care if it "looked like us" or not (lol).

** PS. Paper.lis great community manager @Kelly Hungerford  just pointed out that if Paper.li had CSS and templating options then ABT's Paper.li would have looked like them. M


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Kelly Hungerford's comment, July 24, 2014 4:23 PM
Marty, you're awesome! If only we had had custom CSS and branding options back then... we could have branded a paper to fit their look and feel. LOL. You continue to be one of our greatest champions of not only Paper.li, but how Paper.li and Scoop.it can work together in a marketing strategy to build presence, community and get some work done. Thank you for that. In fact, I think a post is in order. You always inspire Marty, thank you!