PPC & LPO Training


Jeffrey Eisenberg Eisenberg Brothers & Associates Partner

Dennis Yu — BlitzMetrics CEO

Brad Geddes Certified Knowledge Founder

Pubcon New Orleans 2013′s pay-per-click (PPC) and landing page optimization Pubcon Masters

Eisenberg Brothers & Associates' Jeffrey Eisenberg

Group agenda features Internet marketing strategy guru and bestselling author Jeffrey Eisenberg, BlitzMetrics chief executive and Facebook marketing expert Dennis Yu, and Certified Knowledge founder and popular Pubcon speaker Brad Geddes.

In 1998 Jeffrey Eisenberg, partner at Eisenberg Brothers and Associates, co-founded online marketing firm FutureNow, serving as its chief executive until 2009 and helping to invent a noted marketing framework known as Persuasion Architecture. The co-author of Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action” and “Waiting For Your Cat to Bark?”, Eisenberg will bring his unique PPC wisdom to Pubcon Masters Group attendees.

BlitzMetrics Chief Executive Dennis Yu

Yu is co-founder and CEO at BlitzMetrics, a software company that builds social media dashboards for major brands, media, and retail companies, specializing in the intersection of local and Facebook advertising. Yu is an entrepreneur and internationally-recognized speaker in search engine marketing and all things Facebook. His areas of expertise include social media advertising and marketing, search marketing technical analysis, and pay-per-click (PPC) ad campaign development and optimization.

Geddes is an innovator in online marketing theory and best practices who has been pushing the

Certified Knowledge's Brad Geddes

boundaries of Internet advertising since 1999, and is known for his ability to demystify the more complicated aspects of SEO, PPC and online advertising, and his sound and thoroughly-researched strategies make him a great addition to the Pubcon Masters Group PPC training track.

Join Eisenberg, Yu, and Geddes, some of the world's top PPC experts, for the all-new Pubcon Masters Group training program PPC track, and examine the unique challenges and opportunities that PPC professionals face daily.


Part 1: Facebook Ad Optimization Tricks the Pros UseDennis Yu

Social ads are about amplifying user actions, not about broadcasting creative. Learn how to match the right content to the right audience by building target grids. Choose the right mix of sponsored



stories to grow audience and engagement. Discover when to optimize against CTR vs. against CPC — and three surprising cases where CTR or CPC don’t even matter. What is the skinny on the new sponsored results ads in Facebook search, and how does it differ from Google brand bidding.

We’ll also cover organizational issues — you will walk away with a framework to coordinate with folks on other marketing teams. Where does social advertising end and creative begin? How do you build a social ROI model that everyone else will buy into? If you’re a consultant or agency, what types of automation are most effective to manage many complex client campaigns? How do you estimate campaign performance when you don’t have historical data? When are Facebook’s own estimation tools faulty, requiring you to override them?

We’ll also equip you with ad campaign templates, weekly ad reporting documents, strategy documents to sell the value of your role, and other assets you get to swipe as a participant in this Masters Group training.

Part 2: Advanced Tactics: Quality Score, Advanced Bidding, & Time ManagementBrad Geddes

Quality score is the bane of many advertisers. Learn how quality score works and techniques for improving your own quality score. Gain insights from other advertisers to see how they have moved beyond basic bidding techniques to increase their AdWords profits. No advanced bid system is necessary to employ any of these bidding methods. Everyone has too much work and not enough time. Learn PPC time management techniques so that you are spending your valuable time wisely while still increasing your account’s efficiency.

Part 3: Creating a Successful Account StructureBrad Geddes

A successful AdWords account needs to take into account many variables, such as keywords, match types, negative keywords, ads, user intent, and the buying funnel. In this session, you will learn how each of these items works, and learn strategies for organizing the data to maximize your chances for success. Within the organizational structure, successful accounts are always testing ads. You will learn ad copy testing techniques as well as take away testing examples you can try immediately in your own account.

Parts 4 & 5: Perfecting Landing PagesJeffrey Eisenberg

Landing pages have become a critical part of every marketer’s toolbox. To create effective landing pages, marketers must understand the 10 key elements in the anatomy of a landing page and what role they play as part of a greater conversion optimization framework. Conversion rate optimization expert pioneer Jeffrey Eisenberg will teach you all about the anatomy of a landing page, a conversion optimization framework and review the tools available to get the job done.

This is an advanced training based on practical experience Eisenberg has earned from optimizing thousands of landing pages for large B2B and B2C companies. You will learn the critical factors that make people convert on a landing page. You will also learn that testing within a framework is more than gut feel, changing a color, moving items around or changing buttons on a page. You will learn proven methods that will make an impact and increase conversion rates.

You will also learn:

  • How to apply a simple but powerful framework to all your conversion
    optimization — The Conversion Trinity
  • How to use testing to understand your customers’ motivation
  • How to choose from three types of action pages
  • What nine variables to include in your landing page and the five
    dimensions to rate them
  • How to get your customers’ attention, keep them engage and get them to
    take action
  • How 30 key optimization factors can be broken down into four main
    categories you can use to optimize your landing pages
  • How to select the tools that are appropriate for each task involved in
    optimizing landing pages

Part 5: PPC Question and Answer SessionFaculty

A rare opportunity to have specific questions answered by our top PPC speakers
in this rapid-fire Q&A session.


The Pubcon Masters Group training program is a popular exclusive add-on opportunity separate from the Pubcon conference, featuring a complete day of intensely focused and highly personal learning from leading innovators. Sign up for the Pubcon Masters Group training program now.

Jeffrey Eisenberg Eisenberg Brothers & Associates Partner

Dennis Yu — BlitzMetrics CEO

Brad Geddes Certified Knowledge Founder