The skills we teach deliver real ROI.

January 2014 archive

ASPE-ROI Instructors Speaking at High Five Conference in Raleigh, NC

ASPE-ROI Instructors Jon Parks and Mark Traphagen will speak at the inaugural High Five Conference in Raleigh, NC, on February 26, 2014, at 9am. They will be joined by ASPE President David Mantica.

Jon and Mark are marketing experts who have vast and in-depth experience with all things digital, and will present a three-hour workshop in a session called Digital Marketing The Right Way. During the session, they intend to present valuable digital marketing information to attendees that will make them leave asking the right questions to form their own digital marketing campaigns. They will be joined by David Mantica, a 20-year B2B veteran who has supported the use of digital marketing strategy from the beginning at ASPE. Katie Cothran, product manager for ASPE-ROI, will also join as a moderator. Topics include social media, content marketing, PPC, analytics, SEO and more.

The workshop will also be a refreshing change from your typical seminar presentation. In a popcorn-style format where speakers turn lively discussion into presentation and audience interaction, these three marketers will walk through what it means to make a great digital marketing campaign, address common myths and mistakes, and provide real-world examples that they have first-hand knowledge about.

Visit the High Five Conference website to learn more or register to attend. Added bonus:  Friends of ASPE-ROI get a 15% discount to the conference. Just use promotional code “ASPE” during registration.

Get It Right! Marketing At Its Essence

When people think marketing, they might think about the 4 P’s (product, place, price and promotion), or Super Bowl commercials, or now social media.  There are many techniques people use to DO marketing, but before you overthink and get overwhelmed, let’s take a big step back and simplify marketing down to its essential essence.

Marketing, done well, is like having a conversation with your best, most empathetic friend.  A good marketer understands your needs, some needs that you might not even know you have.  They know your concerns, your hopes, your aspirations and they address them in a way that’s compelling and relevant for you.


Universal Analytics: Missing Organic Search Traffic Data?

This blog was originally posted on

If your website receives significant traffic from a search engine that isn’t on Google’s default listing, then you could be missing organic search traffic data. Fortunately, Universal Analytics offers a fix.

Custom Search Engine Tracking


How Social Media Increases the Bottom Line

Most companies have realized that a customer base who engages with them is good for brand recognition and public relations. But social media is still a low priority for many companies and organizations because they have not seen the dollar amount in revenue or profit directly tied to social media efforts. Those people say, great, we tweeted about a project we’re working on, or about a show at which we are exhibiting or sponsoring. How can we measure likes, retweets and follows in monetary contribution?

There isn’t an exact science, but there are plenty of metrics you can use to associate a revenue stream from single tweets, posts or any other social media effort and connect it with your business’ bottom line. Our friends at Shelten Media developed a short case study about their client The Matthews House to show exactly what the power of social media can do to increase revenue.


Dynamic Remarketing After the Holidays: Mobile Apps

This is prime time for mobile apps and dynamic remarketing. The buzz of the holidays has faded, but the lights of shiny, new mobile devices are all aglow.

Why do I keep hearing about dynamic remarketing?

Last month, we talked about the big push to use dynamic remarketing over the holiday season.

Now that tablets and smartphones have been unwrapped, mobile users are looking for new apps that will make life easier – or at least a little more entertaining.

This is where businesses with mobile apps can take advantage of dynamic remarketing in a massive way.


Will Hummingbird Affect Your SEO Efforts?

Learn more about SEO training from ASPE-ROI.

Hummingbird is the latest Google algorithm update that is rumored will affect 90 percent of searches worldwide. Some say it’s the biggest algorithm update since Caffeine in 2010. Others say it’s as big as the complete rewrite of 2001. Regardless of which expert you choose to believe, it still remains true that SEO is changing at a rapid pace. Those who continue to do SEO based on what has worked in the past will be quickly left behind.

What is Hummingbird?

On September 29th, Google announced the release of their new search algorithm. In fact, Google had released the changes to the algorithm a few weeks earlier, little by little. Hummingbird aims to challenge websites to produce better, more relevant content.

According to Google, Hummingbird is a new search engine built on both new and existing elements of how Google used to create search engine result pages, as well as new elements organized in a way to better serve the search demands of today.


SEO in 2014: Google In-depth Articles

In 2014, we will see high-quality content tip the scale for search engine optimization (SEO), especially as Google expands its In-depth Articles section on page one.

Why did Google introduce In-depth Articles?

According to the search engine specialists, there are enough people looking for well-developed, unique content that it created a special residence for in-depth articles among organic search results and paid advertising on page one, the holy grail of search engine results pages (SERPs).

Writing for Google’s In-depth Articles will help SEO in 2014.


How to Add Negative Keywords in Google AdWords

One of the best recent comments from a student who took our Google Marketing Boot Camp was, “I had no idea negative keywords existed.” He happened to be in the business of kitchen cabinets and was using AdWords, but didn’t really know what he was doing. He also didn’t know that when people searched for file cabinets, his ads appeared and people were clicking on them anyway, and he lost money. After class he sent us a note letting us know that the money he saved by learning what negative keywords were more than paid for the class. So, we figured we’d share the wealth. ‘Tis the season, right?

So, what are negative keywords? They are search terms that are similar to your keywords but are for people searching for a different product or service. By using negative keywords you can:

  1. Reduce your costs, like our student mentioned above.
  2. Expose your ad to people who are more likely to click and purchase your product.
  3. Prevent your ad from displaying to people who aren’t interested in your product.

Where do you go in your AdWords account to set up negative keywords?
Go to the campaigns tab and then keyword tab. At the bottom of the keywords table you will see “negative keywords.” Click on the + sign to the left and it will expand negative keywords tables for both your Ad groups and Campaigns.


Twitter Conversion Tracking Debuts for PPC Advertising Customers

This blog was originally posted on

The effectiveness of Twitter PPC advertising campaigns can now be measured with conversion tracking, a new reporting tool that gives advertisers better insight into what makes consumers click.

How does conversion tracking work?

When PPC advertisers are building a Promoted Tweet campaign through Twitter, they can create a ‘purchase’ conversion tag and place it on one of their website purchase pages.

If a user clicks on the Promoted Tweet and then purchases the product, the tag works as a conversion tracker and reports the event.

Over time, advertisers can see the total number of users that converted and cost per action (CPA) using Twitter campaign analytics.

This helps PPC advertising clients understand which campaigns are the most cost-effective.

Additional Benefits for PPC Advertisers