Kris

Dad, Husband, Runner | Director of Client Marketing at Trellis

[Kris @KrisClason]

@KOliverGalang @CJSlattery At the core, I would have a brand shopping campaign and exclude all brand terms from PMax with a bit lower ROAS target since brand won't be in there. Brand search then DSA if you have a decent sized catalog.

[Kris @KrisClason]

@CJSlattery We see this a ton as well. I still think the worst part is "you just need to ask support to add a negative keyword list to your campaign."

[Kris @KrisClason]

@KOliverGalang @CJSlattery I would keep brand out of Performance Max and have a brand-specific campaigns.

[Isaiah Bollinger @IsaiahBollinger]

One of our smaller clients is up 93 percent YOY. Our marketing division @trelliscommerce is so underrated. If you need help with growth we can do it as well as anyone in the industry and consolidate vendors / costs.

[Kris @KrisClason]

I regularly audit accounts with brand search campaigns bidding on Max Conversions. It’s hard to overstate how inefficient that is to prospects.

[Collin Slattery @CJSlattery]

Brand search volumes are set to spike as we move into BFCM. But you're probably wasting tons of money on brand search without even knowing it.

Running brand search is a mostly necessary evil. It's not massively incremental, but it protects against other advertisers, and when done well, it will convert better than organic results.

But you're probably running it inefficiently. Brand is unlike any other type of search, and you should treat it that way. If you are using a conversion focused bidding strategy like tROAS, tCPA, or max conversions, you're lighting tons of money on fire.

Brand search is MASSIVELY efficient, more efficient than your targets. And when your campaigns can run more efficiently than your targets, Google will just jack up your CPC so it gets to your target. More money for Google, worse results for you.

Your ONLY two options for brand search are target impression share with a bid cap or manual CPC.

You'll frequently get conversions for what you were previously paying for clicks.

[Kris @KrisClason]

Our toddler has repeated his first cuss word, I feel like this is a milestone. Luckily his not continuously repeating it

[Kris @KrisClason]

@JoeHolder_ Would love a newsletter with a few things like this each week

[Kris @KrisClason]

Parenthood is asking yourself why you’re so tired all of the time while knowing the exact reason

[Kris @KrisClason]

@nickhasthoughts I’ve seen few stopped by the doorbells, you just get to watch it in real-time

[Kris @KrisClason]

@dmarieolsen I saw that yesterday and was trying to figure out how a car had the speed at that angle to cause that damage.

[Kris @KrisClason]

Google implies ONLY Broad Match takes into account the "user’s location, their recent searches, your landing page, and other signals."

You're forfeiting the use of past search signals with any other match type...to think that you know better than Google.

[Frankly Frank @NoFrankingWay]

This may be one of the largest ecological disasters in US history.

There were roughly 100,000 gallons or 1,000,000 pounds of Vinyl Chloride leaked, spilled and burned at #EastPalestine crash.

Acid rain and Phosgene will decimate the zones ecology.

[Kris @KrisClason]

@p_millerd I disagree with this being “the” key. Happiness can be a result of monetizing a rewarding craft.

[Kris @KrisClason]

@huntkyle The Hard Truth About B2B eCommerce by @IsaiahBollinger

[Kris @KrisClason]

How often do you think about the compounding effect of your smallest decisions?

[Kris @KrisClason]

@TaylorHoliday This got me thinking about the incredible value there is in having a consolidated buy/sell units.

[Kris @KrisClason]

@IsaiahBollinger Marketing itself is easy to do, marketing effectively is difficult. I think the most difficult aspect is there’s no “right” answer to most questions.

[Kris @KrisClason]

I need to bring my phone on runs. So many thoughts.

[Kris @KrisClason]

@codyplof @Varos_com Do you use any on-site metrics to guide landing page testing?

[Kris @KrisClason]

@codyplof That seems a bit aggressive, especially if non-related. Were they valuable recommendations?