Online Marketing Secrets
By Philip Shaw
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Podcast Description
Learn online marketing tips & strategies, from the experts who have been there, done that, got the t-shirt, and in some cases, even written the book.
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Podcast #12 – Using Google Analytics for Google AdWords | Show Notes: Nick Iyengar lead the Google Analytics "Guru Team" at Google in Mountainview, and before that, managed tens of millions of dollars of AdWords spend consulting with Google's biggest customers. Now he consults with Cardinal Path, one of the largest Analytics companies in the world. Having been both inside the big Googzilla and now an external consultant, it gives him a very interesting perspective. So who better than to talk about how to get great insights from Google Analytics to turbo charge your AdWords campaigns? He shares some very smart strategies. So listen in. You can connect with him @AnalyticsNick (https://twitter.com/AnalyticsNick) or read more about Cardinal Path (http://www.cardinalpath.com/). If you prefer to read: Phillip: Welcome to another episode of the online marketing secrets podcast where we interview the world’s leading experts in online marketing. I've got an awesome guest today, Nick Iyengar. He’s an ex-Googler, he currently is a Senior Consultant with Cardinal Path which I believe is one of the largest analytics companies in the world. At Google he was in charge of managing tens of millions of dollars of Adwords spend within that team and I think was also leading it to the analytics guru team which we’ll find out what that is. So welcome very much Nick. Nick: Thanks a lot for having me. Philip: What was your role at Google? Nick: Well it’s like you said I started out doing Adwords, Adwords sales so working with clients in the Tech B2C vertical, consumer electronics and peripherals and those sorts of clients. So like you mentioned just a lot of the big established advertisers that Google has got an ongoing relationship with. So I was selling into those clients for a couple of years and then as you might expect being someone that was kind of neck deep in Adwords, I started to get some exposure to the analytics world and decided that was really where my passion is. So I worked at that for a while and I managed one of the Google Analytics support teams in the Mountain View office which is the headquarters. So that’s what I did at Google, I officially managed that Google analytics support team which was responsible for doing things like technical support but also for doing some consulting engagements with some of the biggest advertisers in the Adwords world. Philip: Nice, nice, and what do you do these days? Nick: These days I’m doing some of the same but also a lot of new stuff so probably my biggest responsibility is - I do a lot of custom Google Analytics implementation for enterprise type organizations. Google analytics, the tracking code that you use to set up Google Analytics, has kind of a vanilla form that you can get directly from Google but it’s just Java script so anything that you can customize with Java script you can essentially make Google Analytics do. So we work with kind of the bigger organizations that maybe have some needs that are more sophisticated than what the standard Google Analytics tracking will do. Then we provide a custom implementation for those kinds of organizations. Philip: Okay. Nick and I met at GAUGE which is a Google Analytics User Conference in New York and you had a pretty awesome session on Google Analytics for Adwords which is what we’re going to speak about today. I thought you were a fantastic speaker, you had a great energy and you clearly know your stuff inside out. So today we’re going to talk about just what are the insights we can get from Analytics in regards to Google Adwords. But before we move on to that, there’s a skill that you have that’s probably more highly valued I think if I look at all the other guests you have which is worth mentioning the fact that you brew your own beer. Nick: Yeah I was going to say it’s a niche hobby but one that I enjoy. Philip: Is that because the U.S. | 2/8/12 | Free | View In iTunes |
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Podcast #11 – Understanding Link Building for SEO | Show Notes: Danny Dover lead the SEO team at SEOmoz, the world's leading SEO software company. He was heavily involved in growing their blog readership to 100,000 readers PER DAY! He was a big part of the success of Open Site Explorer (the best link analysis tool on the web). He has also spoken at SEO conferences all over the world. His SEO Secrets book on Amazon is getting awesome reviews. If you thought he would know a thing or 2 about SEO, you'd be right... Listen to this great interview where we discuss how to do one of the most fundamental SEO activities - link building. You can learn more about his SEO Secrets (http://www.dannydover.com/lp/seo-secrets.html) book, get inspired reading his Life Listed (http://www.lifelisted.com/) blog, or follow him on Twitter (https://twitter.com/#!/dannydover) His email is: Danny [AT] intruigingideas.com If you prefer to read: Philip: So Danny you’ve consulted with some of the biggest brands on search engine optimization like Facebook and Microsoft. You’ve led a search optimization team for probably the most respected SEO tool set company in the world, SEO Moz. You wrote for the blog – were involved with the SEO blog which had about 80,000 readers per day which is pretty phenomenal. You were involved with the Open Site Explorer which was essentially down loading the internet of ten trillion links or something like that. You’ve written a book on search engine optimization which is being translated into numerous languages. It’s had fantastic reviews on Amazon. You’ve spoken all over the world. So is there anything you haven’t achieved yet in search engine optimization? Danny: Oh well, I’m still working on my personal side, I’ve done all this work for other people and I’m just now working on my own stuff. Philip: So I think you ticked all the boxes, there seems to be the words ‘expert’ and ‘ninja’ and ‘guru’ seem to be thrown around pretty recklessly these days but I think you ticked all those boxes. Danny: I appreciate that, thank you. Philip: What are you upto these days? Danny: So I’m working for AT&T doing SEO strategy for the company, primarily focused on Yellow Pages.com, YP.com so it’s been a lot of fun. It’s very different from what I’d done in the past. The changes I make now will effect generally about 30 million different pages per any given change or any different like template updates. So that’s a lot of fun. Then I’ve been traveling a lot. I traveled I spent the last nine months in South America going to various places, doing various things, and I am back now in the States and will be here for the next nine months or so. Philip: Nice, pretty, that sounds pretty awesome lifestyle. I wonder if you give the listeners a bit of a background to your role at SEO Moz and maybe talk very briefly what SEO Moz is? Danny: Absolutely. So I started that SEO Moz I think about four years ago at this point, might even be a little longer. SEO Moz was originally a SEO consulting company, I was employee number 3 or 4 and we started just like all consulting companies do just doing local brands and kind of moving up and up and we had a blog that was quite popular. SEO Moz blog gained a lot of readers, I think today it has about 100,000 daily readers. We started working with bigger companies as you mentioned Facebook, Microsoft, Yahoo, Disney, all these big names. From that we learned a ton and gave away all our information for free as the CEO of the company Rand Fishkin is really the person who taught me the most that I’ve learned from a single person about SEO. I was just kind of experimenting and learning from him who was experimenting as well. | 1/18/12 | Free | View In iTunes |
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Podcast #10 – Google AdWords Tips & Tricks (Part 2) | Show Notes: Stasia Holdren has trained over 5,000 people to improve their returns from the incredible advertising machine called Google AdWords. Like all gifted trainers, she is great at simplyfing the complex. Google think so too. They got... | 11/1/11 | Free | View In iTunes |
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Podcast #9 – Ten Golden Rules of Internet Marketing | Show Notes: Jay Berkowitz is renown for his 10 Golden Rules of Internet Marketing. He is a highly regarded online marketing expert (http://www.tengoldenrules.com/) who has been in the field longer than most. Listen to this fascinating interview... | 10/12/11 | Free | View In iTunes |
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Podcast #8 – Facebook Marketing for Businesses | Show Notes: It seems everyone is talking about Facebook marketing these days. But what really is everyone so excited about and how should you go about developing a Facebook marketing plan? Who better to discuss this topic than award winning B2B ... | 6/6/11 | Free | View In iTunes |
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Podcast #7 – Understand Google Analytics & Increase Your Website Leads | Show Notes: Justin Cutroni is one of the most respected analytics consultants (http://cutroni.com/blog/) around. He has written books on analytics and is one of the few Google Analytics trainers to be endorsed by Google themselves. In this podca... | 4/21/11 | Free | View In iTunes |
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Podcast #6 – Online Marketing Strategy | Show Notes: Listen to this great discussion with online marketing legend Mary O'Brien on how to tackle your online marketing strategy. Mary has been involved in online marketing since the 90's (which is a life time in this field). She was part of GoTo.com who invented Pay Per Click advertising (no, Google didn't invent PPC). She has trained over 4,000 people in her time at Yahoo, and now runs a wide variety of online marketing (http://www.PPCSummit.com) education services. We cover a whole range of internet marketing areas including persuasive websites, SEO, PPC, email marketing, testing and more. And just as importantly, we talk about what order you should be doing things. You can follow Mary O'Brien on Twitter (http://twitter.com/ppcsummit) or connect with her on LinkedIn (http://www.linkedin.com/in/maryobrien). Philip: Today, I’m very excited to speak with Mary O’Brien from the US, Port Townsend just outside Seattle. She’s been in the online marketing space for a hell of a long time. I know she was originally involved with Goto.com which many listeners will know were the pioneers of Pay Per Click advertising. So thanks so much for joining us Mary. Mary: Good to be here Philip. Philip: Could you provide an intro to how you got started and what you’ve been doing over the last couple of years. I know you’ve moved a little bit away from Pay Per Click, now you’re looking at all facets of online marketing and hosting a lot of online marketing conferences. Mary: Yes, that’s correct. So I started in online marketing in 1998. I was one of the early employees of Goto.com and then Goto got bought by Yahoo and became Yahoo Search Marketing and I was with them for several years doing as Senior Director of Training and Organizational Development. They hired me to come in and train all of their attendees on how to – all their advertisers on how to do Pay Per Click marketing and then I also trained all of the people in-house so over the course of a couple of years, I trained 450 people within the company. I trained 4000 advertisers then in the four years following after I left Yahoo. From that evolved a two day conference that we’ve done for several years called PPC Summit which is the same type of thing only we cover more than just Yahoo, we do Yahoo and Google and we do everything to do with Pay Per Click. Then this last year we kind of branched out and decided to do things more for online marketing because lots of our attendees were sort of saying to us, “Well, you know, Pay Per Click doesn’t exist in a vacuum. I can’t just do Pay Per Click, I need to do SEO and Social Media and email marketing and display marketing and a whole bunch of different things. Not very many people out there are providing very indepth training on that so will you branch out and do that?” So that’s what we did. Then with the recession happening in the US and around the world in the last few years, many people said, “Well I can’t afford to go to these big online conferences anymore. It’s too expensive, can’t afford the time away from the office. I can’t afford the fee for the actual conference registration. So can you take the sessions and put them online so I can kind of log in when the time is convenient for me and I can still get the same information and still stay current with what’s going on out there.” So that’s what we did. We did our first two online events last year. We did one specifically on Adwords and we did one on Landing Page Optimization and then this year we’re doing five. So we’re doing one on SEO and Social Media coming up in March. We’re doing one on Adwords coming up in May. We’re doing one specifically for smaller businesses because we know that lot of the advertisers who are attending smaller businesses. So that’s in July. Then we’re doing one specifically for eCommerce, | 3/29/11 | Free | View In iTunes |
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Podcast #5 – Google AdWords Display Network | Show Notes: The Google AdWords Display Network (formerly the Content Network) is a massive opportunity for online marketers to get quality traffic at a lower price than the search network - if you do it right. In this episode we discuss with Shelley Ellis (http://twitter.com/#!/itsjustshelley) various tips tricks and general advice on getting the Display Network (http://www.contentnetworkinsider.com/) working for you. It's a cracker of an episode. Here is the link we mention for the YouTube Keyword Tool (https://ads.youtube.com/keyword_tool). If you were to ask around who were the best experts in display advertising or content advertising, invariably you’re going to come up with the name of Shelly Ellis. She’s spoken at more conferences than you can poke a stick at, PubCon, she’s shared the stage with Dan Kennedy; she’s been on the PPC Rock Star Show – she’s everywhere. What she may be really well known for actually is her partnership with Perry Marshall. I’ve been digging around – and I hear she’s actually the brains behind a lot of Perry Marshall’s content network stuff. I think Perry was, up until maybe three or so years ago, advising people to not use the content network or the display network. Shelly’s been advocating a content network for a long time and I think there was a big turning point, shift in Perry Marshall’s thinking about the benefits of content marketing and it was a call that he had with Shelly. So thanks very much joining us Shelly all the way from Dallas in Texas. Shelley: Thank you, I’m excited to be here talking to you. Philip: Did I miss anything out in your introduction? Shelley: No, it’s totally true. It was December of 2008 when Perry and I had the first call ever that introduced – of course at the time it was called the content network, and we introduced that to his audience. It was the first time ever that he had introduced that to his audience. It definitely was a changing point and not just in Perry, but I think actually that was changing point in everybody’s mind set at that point in time. Philip: Right, that’s fascinating. We’re going to get into a lot of detail around what is a content network and how it can work and all that. What I find interesting doing my research on you, I believe you can actually bench press your own body weight. Shelley: Little over… Philip: That can’t be true, surely? Shelley: A little over my body weight, my last bench press was – I believe it was 32. Is what it was, so… Philip: Wow. That’s 132 pounds which is 60 something kilograms. Shelley: Yeah, I’ll have to let you convert that. Philip: That’s quite impressive and the other little known fact about you is you used to be an informant for the US government. Shelley: I was, I was. Philip: As you’d expect from a content network expert. Shelley: Yeah, I mean it was a very interesting adventure. I used to do internet online research for them. They would actually give me these little assignments and I would go in and find things for them and we would meet in the bottom of a little building. I’d get a little envelope with this cash – it was a really interesting time in my life. Philip: Wow. So you must have mixed with some interesting people. Shelley: I did, I did. Philip: Okay, well, the message from me is to not disagree with anything you say on this interview. Let’s get stuck in. So, as we just talked about, you were an advocate of content network a long time before – well, at a time when most online marketers were saying stay away. I think that’s really interesting. | 3/2/11 | Free | View In iTunes |
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Podcast #4 – Google AdWords Tips & Tricks | Show Notes: In this episode we discuss Google AdWords tips and tricks with Brad Geddes, a man who has been doing pay per click longer than Google themselves! He is author of the only Advanced book on Google AdWords, and is also the only Google endor... | 10/31/10 | Free | View In iTunes |
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Podcast #3 – Search Engine Optimisation Tools | Philip: My guest today is Dixon Jones (http://uk.linkedin.com/in/dixonjones). I met Dixon in the U.S. last year. He’s a bit of a legend in the search marketing industry having started his search marketing agency all of eleven years ago whic... | 10/6/10 | Free | View In iTunes |
| Total: 10 Episodes |
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