Beyond the “Countdown”: Have More Fun by Using PPC Ad Customizers

Matt Umbro shows PPC practitioners how to personalize ads by making them more granular

Matt Umbro - State Of Search 2016

Everyone says “market to the customer” these days. But how do you market to the customer with a simple PPC text ad and its limited amount of characters?

  • DKI (Dynamic Keyword Insertion) but can be problematic.
  • Ad extensions are no longer a way to stand out, as they are now a requirement.

With everyone using the same platform, how do you stand out?

Ad customizers, of course!

And Matt Umbro of Hanapin Marketing and PPCChat showed us how.

SMB PPC FTW: Kirk Williams Shows Small Businesses How To Win With PPC

A lesson in three-letter acronyms, surviving PPC for small-and-medium-sized businesses

Dedicated staff. Marketing budgets with commas (sometimes more than one!) The buffer to fail.

Large brands have it all. In a world of large brands, can SMBs (small-to-medium-sized businesses) compete? During his State of Search presentation, Kirk Williams said though it’ll be tough, SMBs can compete and win against brands.

But how do we even define SMBs?

Mark Traphagen Hates Your Tweets

Stone Temple pilots us into social media’s impact on SEO

Ok, Mark Traphagen doesn’t really hate your tweets. (Unless you’re still tweeting about planking, in which case we’d all like to have a chat with you. Get in touch with your inner Elsa and let it go, friend.) But he does have a bit of insight into how your tweets — and everyone else’s — may be connected to those sweet, sweet SERPs.

Senior Director of Brand Evangelism for Stone Temple, Mark spoke at State of Search on social, SEO and the effect of one on the other. Does social matter to ranking? Well, it depends.

Markee Marketing to the Funky Bunch: Casey Markee on the Art of Storytelling

Comic books, croissants, and classic narrative devices

Casey Markee
This is the face of a man who knows marketing. And comics.

State of Search is a marketing conference, but some things are just too important not to mention. Casey Markee has met Stan Lee, y’all. Twice. In the hierarchy of nerddom, that makes him a knight. To honor this fact he shall be referred to as Sir Casey for the duration of this blog.

How To Create ***Flawless Videos: A Lesson From Deandre Upshaw (With An Assist From Beyoncé)

Video isn’t an option – it’s a must.


Say what you want about her, but we could all learn something from Beyoncé.

She’s a master of her art and creates some of music’s most engaging content, both audio and visual. She understands how the two compliment each other and uses both to give the user an experience like no other.


As he walked out to “Crazy In Love” by Beyoncé, it was clear that Deandre Upshaw had learned a thing or two from her (including how to have the fiercest walk-on of any speaker at State of Search). And we all learned a thing or two from him as he shared his expertise on creating video that users will love.