Glenn Livingston – Howie Jacobson AdWords Interview

Glenn Livingston and I spent about an hour on the phone yesterday, chewing the fat about AdWords and online marketing in general. We talk about:

  • my Official AdWords For Dummies Official AdWords checklist – including Glenn’s improvement
  • Glenn’s AdWords journal – how he uses an ongoing word document to get a birds-eye view of long-running campaigns
  • Glenn’s extremely clever process for choosing a great ad headline before he even buys a domain name or sets up a web site
  • the famous person Glenn sat next to in homeroom
  • how to improve your content network results with site-targeting and CPM bidding
  • when you should NOT split test your ads

Although Glenn was interviewing me, I spent about half the time asking him stuff. He’s brilliant at breaking down systems into their key parts, and streamlining processes to make them easier, cheaper, and more effective. Talking with Glenn is like reading "Zen and the Art of AdWords Maintenance."

Download the interview – free – from Glenn’s site:

The Glenn Livingston – Howie Jacobson AdWords Interview


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  1. #3 • Stephen said on January 8 2008:
     

    Did here ever send you the excel he mentions in this chat?

  2. #4 • Pauli said on February 5 2008:
     

    “Glenn’s extremely clever process for choosing a great ad headline before he even buys a domain name or sets up a web site ”

    I’ve listened to the interview three times (at least) once when I got it from Glenn’s list, and twice right now. I didn’t hear this ‘clever process for choosing a great ad headline’ — can you point me at it — maybe mention the aproximate location in the recording, either by time or proximity?

    Thanks!

  3. #5 • Howie Jacobson said on February 5 2008:
     

    I can’t remember where it is in the recording, so I’ll let the cat out of the bag: he tests ads and sends them to competitors’ sites, and sees which headline gets the highest CTR.

  4. #6 • Ben Ong said on May 25 2009:
     

    My first start in adwords marketing was your book Adwords for dummies. Recently I listened to a seminar on the new adwords interface and learned a great deal but I was very puzzled by one thing.

    I have all my keywords arranged in one adgroup per keyword with phrase, broad and exact versions in each group and I adjust the price of each keyword according to my conversion results. I track the back-end of every keyword usage and can tell the lifetime value of every keyword.

    I saw in the new interface that the broad and phrase match versions of my best keywords have lists of typically 3,000 phrases that have received clicks and conversions.

    I can understand that with each poor and inappropriate phrase I should generate a negative key word to improve my conversion ratio. But where a I am puzzled is what to do with phrases that have received cost-effective conversions.

    Do I leave well enough alone or is there is a way to reduce my conversion cost by adding the new phrase to my list of keywords. If so, do I add the new phrase as phrase match, broad match or exact match? And do I put it in at a lower bid than my original broad or phrase match keyword? My inclination was to add it as exact match at a lower bid but maybe that is wrong as I do not know how google chooses which keyword it allocates traffic too, other than clickthrough rate, ranking and quality score.

    Thanks for any enlightenment on that question

 

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