An Interview with Brad Geddes of Certified Knowledge: 2015 MnSearch Summit Speaker Series

bradgeddesWe had the opportunity to interview several experts who are speaking at this year’s MnSearch Summit to help you learn more about them prior to the event so that you can get to know these industry leaders as friends. Keep reading and don’t miss Brad’s session on Friday June 26th at the MnSearch Summit!



What are you most excited about for the 2015 MnSearch Summit?

Without a doubt, it’s spending time with smart marketers. Minneapolis is a hidden gem in the search marketing community and I always enjoy spending time with the speakers and attendees.

What can attendees expect to take away from your session?

I’m going to talk a lot about ad testing, how to set up tests, creating a framework, and the data. I think the overall concept of testing is that when it’s done right, you are also conducting market research directly from your potential customers that can be used across all of your channels. So attendees will not just take away how to create and test ads, but how to use testing as a marketing research activity.

What one piece of career advice do you wish someone gave you when you started your marketing career?

I really wish someone would have walked me through how to determine a pricing model. I find that agencies and consultants are often making up prices and don’t have a good grasp of what they can charge, how to raise prices, and the backend finances of running an agency or consulting practice.

What is the best part about the work you do at Certified Knowledge?

The large variety of companies I get to work with. On any given day, I might work with both a fortune 50 and a small business. As we’re an online training company with a consulting arm, I get to see a large variety of accounts, each of which has their own challenge; so I’m often pushed to think and come up with new and creative strategies for our clients.

What is the biggest PPC mistake that you still see organizations making in 2015?

Among less seasoned PPC managers, I still see quite a few accounts that aren’t using tracking or setting bids ad hoc. It amazes me with our access to data how often some of these fundamentals are missed.

However, among larger companies I often see the data insights not being shared across channels. PPC gives everyone an amazing testing platform that you can use for email, SEO, display, and other channels that other parts of the company should be utilizing the PPC department to gain quick insights or tests that are useful for their marketing efforts.

What have you always loved or wondered about the State of Minnesota?

I spent a lot of my summers in northern Minnesota as most of my family is from there; so I’ve always loved the state. The fishing and outdoor lifestyle (in the summer – the winters up north are brutal) is a wonderful aspect of the state.

What one feature, tool or report would you love to see AdWords and/or Bing Ads add to their platform?

I’d like to see desktop and tablet modifiers that are equal to the mobile modifier. Google seems so confused about mobile (tablets are considered mobile in Google Analytics but a computer in AdWords) that Google and Bing aren’t letting marketers device wonderful mobile strategies due to these imposed constraints.


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