SEM Thought Leadership

PPC Associates has been at the forefront of SEM Thought Leadership since its founding in 2008. We've developed PPC management strategies like the Lin-Rodnitzky Ratio, the 7 Habits of Highly Effective SEMs, the Alpha-Beta Account Structure, and more. CEO David Rodnitzky is a regular on the SEM speaking and webinar circuits, and you can find his presentations here as well. Download our SEM white papers, learn from David's webinars, and take advantage of PPC Associates' push to provide SEM Thought Leadership.

White papers:

• The 7 Habits of Highly Effective SEM
• The Lin-Rodnitzky Ratio
• SEO vs. SEM
• Introducing the Wide Tail
• Alpha Beta Account Structure Guide
• Advanced Google Display Network Management

Webinars and Slideshows

• Make LinkedIn Ads Work for You", by Andrew Foxwell, Alicia Antoniolli, and Terry Whalen
• "Custom Audiences and Retargeting", by Andrew Foxwell and Rob Leathern
• Enhanced Campaigns with AdWords Editor 10.0, by Monica Madrigal, Gordon Khoo, and Joey Muller
• PPC and Landing Page Best Practices, by Sean Marshall and Paul Ryazanov



• Landing Pages for PPC, by David Rodnitzky

Roundtables

• MP3 of Focus roundtable on Retargeting Best Practices
• MP3 of Focus roundtable on Best Practices for Search and Display Integration
• MP3 of Focus roundtable on Using Paid Search to Sell B2B Products and Services

Speaking Engagements

• SMX West, 2013 - Ron Fusco, "Tying YouTube to PPC Campaigns"
• SMX West, 2013 - Susan Waldes, "Ready, Aim, Fire...Then Retarget!"
• SMX West, 2013 - Hillary Read, "Blow Me Away Blogging"
• SearchFest, 2013 - David Rodnitzky, Paid Search
• Media Post Search Insider Summit, 2012 - David Rodnitzky, "The Death of Text Ads"
• SMX East, 2012 - David Rodnitzky
• SMX East, 2012 - Susan Waldes
• High Point Furniture Market, 2012 - Susan Waldes
• HostingCon, 2012 - Sean Marshall
• LeadsCon, 2012 - David Rodnitzky
• SMASH Summit 2012 - David Rodnitzky
• SMX Advanced, 2012 - David Rodnitzky
• Silicon Valley Search Engine Roundtable, 2012 - David Rodnitzky
• AdTech San Francisco, 2012 - David Rodnitzky
• LeadsCon, 2012 - David Rodnitzky
• SMX West, 2012- David Rodnitzky
• DOMAINfest, 2012 - David Rodnitzky
• DSPs & Opportunities for Search Marketers - Search Insider Summit, Dec. 2011 - David Rodnitzky
• University of San Francisco, 2011 -David Rodnitzky
• BrightTalk Interactive Marketing Conference, 2011-David Rodnitzky
• VSEMCamp, 2011 -Sean Marshall
• First Round Capital, 2011 - David Rodnitzky
• HostingCon, 2011 -David Rodnitzky
• LeadsCon Las Vegas, 2011 -David Rodnitzky
• LeadsCon New York, 2011 -David Rodnitzky
• SMX Advanced, 2011 -David Rodnitzky
• Technology Crossover Ventures, 2011 -David Rodnitzky
• Conversion Conference, 2010 -David Rodnitzky
• LeadsCon New York, 2010 - David Rodnitzky
• Sandbox Suites, 2010 - David Rodnitzky
• Search Engine Strategies, 2010 - David Rodnitzky
• Search Marketing Now, 2010 - David Rodnitzky
• Stanford Business School Entrepreneur Conference, 2010 - David Rodnitzky
• TieCon, 2010 - David Rodnitzky
• AdTech New York, 2009 - David Rodnitzky
• AdTech San Francisco, 2009 - David Rodnitzky
• BizTechDay, 2009 - David Rodnitzky
• Conversion Conference, 2009 - David Rodnitzky
• LeadsCon, 2009 - David Rodnitzky
• PPC Summit, 2009 - David Rodnitzky
• TieCon, 2009 - David Rodnitzky
• Search Engine Strategies, 2009 - David Rodnitzky
• Search Marketing Now Webinar Series, 2009 - David Rodnitzky
• Sandbox Suites, 2008 - David Rodnitzky
• SMX Advanced, 2008 - David Rodnitzky
• Technology Crossover Ventures Client Acquisition Summit, 2008 - David Rodnitzky
• PubCon, 2007 - David Rodnitzky
• Technology Crossover Ventures Client Acquisition Summit, 2007 - David Rodnitzky
• University of San Francisco, 2007 - David Rodnitzky
• Real Estate Connect, 2006 - David Rodnitzky
• The Kelsey Group Interactive Local Media Conference, 2004 - David Rodnitzky
• LegalWorks, 2004 - David Rodnitzky
• 1st Google AdWords Client Forum, 2003 - David Rodnitzky

Articles and Interviews

• Spreaker.com Interview, The Free COO -- David Rodnitzky
• Webmaster Radio Interview - "Capture and Control Your Keywords With Better Account Structure" -- Mike Nelson
• PPC Offers Instant Answers -- San Francisco Business Times
• Should Startups Invest in Search Engine Marketing? -- VentureBeat, May 2012 - David Rodnitzky
• Why the Long Tail is Dead -- AdTech San Francisco, 2012 - David Rodnitzky
• Visibility Magazine, March 2012 -- "Things You Should Never Market Through Search Engine Marketing" -- David Rodnitzky
• CNN Radio interview-- David Rodnitzky
• Webmaster Radio interview -- David Rodnitzky
• Visibility Magazine interview-- David Rodnitzky
• Revenue Magazine interview -- David Rodnitzky
• Search Marketing Standard, December 2007 – "Can Anyone Really be a Search Marketing Expert?" -David Rodnitzky
• Search Marketing Standard, September 2007 – "I’m Feeling Lucky to be a Search Marketer" -David Rodnitzky
• Newsweek interview, August 2007 – "Facebook Grows Up" -David Rodnitzky
• Search Marketing Standard, May 2006 – "15 Biggest Myths in Search Marketing Exposed" -David Rodnitzky
• Advertising Age interview, April 2006 – "Search-Ad Behavioral Data Can Lift Sales" -David Rodnitzky
• Digital Moses Confidential, January 2006 to Present – columnist on paid search and online lead generation - David Rodnitzky

Featured Guest Blogs

• SearchEngineJournal - "Why Overbidding Leaves You Vulnerable," by Eric Smith
• iSpionage - "Top Excel Tips for SEMs," by Jaime Sikora
• SearchEngineLand - "Targeting: AdWords vs. Google Display Network vs. Programmatic Display," by David Rodnitzky
• SearchEngineWatch - "7 Ways to Get More out of Your Confirmation Page," by Joe Kerschbaum
• SearchEngineJournal - "4 Under-the-Radar Tips for Optimizing PLAs," by Tyler Jordan
• SearchEngineLand - "Where to Begin with SEM Benchmarking" by David Rodnitzky
• SearchEngineWatch - "The Fallacy of Ad Testing," by Will Lin
• Bruce Clay Blog - "The Effectiveness of Slightly Creepy Retargeting," by Todd Mintz
• SearchEngineLand - "Do You Really Need an Agency to Manage Large Campaigns?" by David Rodnitzky
• SearchEngineJournal - "A Guide to Upgraded Ad Extensions," by Jason Bruggemann
• SearchEngineJournal - "Tips in Setting Up PLAs," by Tyler Jordan
• iSpionage - "Using Search Query Reports for AdWords Keywords," by Jaime Sikora
• SearchEngineWatch - "LinkedIn Endorsements: the New Poke," by Todd Mintz
• LeapfrogInteractive - "Enhanced Campaigns and the Wide Tail," by David Rodnitzky
• SearchEngineWatch - "Forecasting SEM Activity," by Susan Waldes
• SmallBizTrends - "How Small Businesses Can Compete with Big Brands in SEM," by Bob Sturges
• SearchEngineLand - "Use Social Networks to Create Laser-Targeted B2B Campaigns," by David Rodnitzky
• Marketing Pilgrim - "Building AdWords Accounts with No History, Part 1: Optimizing," by Eric Smith
• Marketing Pilgrim - "The Skinny on - and Solution to - Facebook Bot Traffic," by Andrew Foxwell
• Bruce Clay Blog - "PPC Drafting: Coining a Term for a Competitive PPC Maneuver," by Todd Mintz
• SearchEngineJournal - "RLSA: A Practical Use Case," by Tyler Jordan
• SearchEngineLand - "Winning the Conversion but Losing the War," by David Rodnitzky
• SearchEngineWatch - "Why Facebook Ads Are Undervalued and How Advertisers Can Take Advantage," by Will Lin
• Marketing Pilgrim - "Building AdWords Accounts with No History, Part 1: Launch," by Eric Smith
• Yahoo - "Meet a Media Planner: Mike Nelson"
• SearchEngineLand - "Considering an SEM Agency? How to Separate the Wheat from the Chaff," by David Rodnitzky
• Search Engine Watch - "5 Remarketing Tips to Maximize Your Holiday SEM," by Susan Waldes
• Marin Software blog - "What Search Marketers Need to Know About Google's Impression Share Makeover" by Mason Garrity
• Marketing Pilgrim - "5 Squishy Tips for Account Transitions," by Susan Waldes
• SearchEngineLand - "Can Google AdWords Customer Service Be Saved?" by David Rodnitzky
• Marketing Pilgrim - "Marissa Mayer, Programmatic Buying, and Display's Growth Potential" by Sean Nowlin
• SearchEngineWatch - "GDN Campaigns: Most Common Mistakes Search Marketers Make," by Will Lin
• SearchEngineLand - "Boo! Are You Unintentionally Scaring Your Customers?" by David Rodnitzky
• SearchEngineLand - "Applying the Theory of Sets in Match Types," by Mike Nelson
• SearchEngineWatch - "How and Why to Measure PPC Account Health," by Will Lin
• Searchforce - "Taking Advantage of Seasonality," by Julie Vera
• Marketing Pilgrim - "5 Ways to Capitalize on TV in SEM Campaigns," by Susan Waldes
• Marketing Pilgrim - "The Stench of Anonymous Blogging," by Todd Mintz
• SearchEngineLand - "Enter the Cookie: How RFSA Will Affect SEM," by David Rodnitzky
• Marketing Pilgrim - "5 Ways to Capitalize on TV in SEM Campaigns," by Susan Waldes
• Marketing Pilgrim - "Search Marketing from the Display Perspective," by Sean Nowlin
• CertifiedKnowledge.org - "Navigating the Google/Client/Agency Triangle," by Susan Waldes
• SearchEngineLand.com - "How SEMs Can Recognize and Resist Google-Think," by David Rodnitzky
• SearchEngineLand.com - "5 Areas Where adCenter Beats AdWords," by Mike Nelson
• CertifiedKnowledge.org - "When a Search Click Isn't a Search Click," by Susan Waldes
• RavenTools.com blog - "The Brain as the Original SEO Instrument," by Todd Mintz
• SearchEngineLand.com - "Head vs. Tail: How to Shift Your Priorities for Each Type of Account," by Mike Nelson
• SearchEngineLand.com - "10 Common Mistakes in B2B Paid Search," by David Rodnitzky
• SearchEngineJournal.com - "6 SEM Tips for Avoiding Mistakes That Could Cost You a Client", by Susan Waldes
• Certified Knowledge.org - "When Keyword Targeting Isn't Keyword Targeting", by Mike Nelson
• The SEM Blog - "ASAP Utilities: One Tool to Rule Them All," by Melissa Bregar
• SearchEngineLand.com "How to Protect Brand Keywords for Less," by David Rodnitzky
• CertifiedKnowledge.org "How to Capture and Control Your Keywords With a Better Campaign Structure," by Mike Nelson
• SearchEngineJournal.com "The 30-Minute Account Audit," by Jeremy Mayes
• KISSMetrics.com "How to Social-Proof Your AdWords Campaign", by David Rodnitzky
• CertifiedKnowledge.org "What Your CEO Needs to Know About Paid Search", by Mike Nelson
• SearchEngineJournal.com "9 Things You Might Not Know About DKI", by Mike Nelson
• SearchEngineJournal.com "Let's Be Negative: An Efficient Approach to Negative Keywords", by Mike Nelson
• SearchEngineJournal.com "Creating an Opportunity Report", by Mike Nelson
• The SEM Blog "3 Microsoft adCenter Tips to Run Your PPC Campaigns", by Laura Rodnitzky
• The SEM Blog "How to Use the Dimensions Tab to Improve Your PPC Campaigns", by Laura Rodnitzky
• The SEM Blog "3 Google AdWords Editor Tips to Run Your PPC Campaigns", by Laura Rodnitzky
• Techipedia.com "8 Questions to Answer Before You Pay to Advertise Your Business", by Susan Waldes
• SearchEngineJournal.com "Display - PPC's Not-So-New Neighbor", by Sean Nowlin
• Retargeter.com "Banner Ads Grow Up - Literally", by Sean Nowlin
• Adroll.com "Multi-Touch Attribution Modeling", by Sean Nowlin

• Google Testing New SERP Layout, by Tony Young

Podcasts

• American Marketing Association Podcast - The 7 Habits of Highly Effective SEM, by David Rodnitzky