Bryan Eisenberg, Author at Bryan Eisenberg & Jeffrey Eisenberg

Bryan Eisenberg

Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing keynote speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg.

Simplicity: Google’s Secret Pay-Per-Click Tax

July 16, 2010

Bryan Eisenberg

Optimization, PPC, Search Marketing

We want it simple! Given a choice, human beings choose simple over complicated virtually every time. Searching with Google is simple. You type in a few words and Google delivers the most relevant results. So, what could be simpler than Google pay-per-click advertisements? People search for stuff, you craft a 95-character advertisement with a URL based on that search, you make a bid telling Google how much that searcher is worth to you, searchers click on your ad and go…

An Intervention for a PPC Addict

July 2, 2010

Bryan Eisenberg

Advertising, PPC, Search Marketing

In my previous life, I was a social worker who helped mentally ill and chemically addicted adults on their road to recovery. I see many of the same symptoms of addictive behavior in too many pay-per-click (PPC) advertisers today. After all, there’s something terribly seductive about the simplicity of creating a PPC (define) ad; within moments your ad shows up and gets you clicks. As the high continues, you crave more, adding more keywords and new campaigns to keep increasing…

PPC Optimization: The Road to Recovery Workshop

June 23, 2010

Bryan Eisenberg

PPC, Search Marketing, Speaking

In a couple of weeks, I will be on the road again to help people optimize their Pay Per Click marketing efforts. From July 7-9th, I’ll be in Boston, Philadelphia and New York City for the Online Marketing Summit tour. Here is a description of the PPC Optimization workshop I’ll be doing: Over $10 Billion dollars were spent on Pay-Per-Click advertising last year. A portion of that came out of your pocket. Are you satisfied you’re getting the maximum return…

Why I Won’t Buy From You!

June 18, 2010

Bryan Eisenberg

Advertising, Optimization, PPC, Search Marketing

Actually the answer is pretty simple. You haven’t given me sufficient reason to choose you over your competitors. Today’s customer has more choice, more knowledge, and even tabbed browsing to evaluate you and distinguish you from all of your competitors. In the few seconds they’ll invest in your website, if they can’t decide why you might be the solution to their want or need, they’ll close that tab faster than your Flash promotion can ever engage them. I just returned…

The Secret Behind Successful PPC Advertising

June 4, 2010

Bryan Eisenberg

Advertising, conversion rate, PPC, Search Marketing

When we audit clients’ PPC (define) accounts, we look at their work from two aspects: the technical and the creative. While a 95-character ad shouldn’t be so challenging, common flaws appear in almost every account. Let’s start out by examining the creative aspect. Creating the PPC Searcher’s Journey For visitors to convert, the five steps of the PPC searcher’s journey must be in alignment along the conversion path. I describe that five-part journey below. The model is simple, the execution…

7 Ways to Increase and Retain Newsletter Subscribers

May 23, 2010

Bryan Eisenberg

Content, Email, Optimization

Newsletters continue to serve as an effective way for businesses, from retailers to B2B services, to stay in touch with their customers. In my last column, I shared the simple but powerful technique of using point-of-action assurances to convert more visitors into taking the actions you want them to take – such as using the words “we value your privacy” anywhere you want someone to provide you with their e-mail address. Here are some other tips you can use to…

Want More Actions? Leverage the Point of Action

May 7, 2010

Bryan Eisenberg

conversion rate, Ecommerce, Lead Generation, Uncategorized, Web Design

Two weeks of West Coast jet lag while keynoting three conferences means a lot of parties. At a reception, a guy named Peter told me that he read my book “Call to Action” a few years ago and that he used it as the basis to redo his company’s shopping cart. Peter more than doubled conversions based on the advice we gave him. However, he said he had an unbelievable battle to explain and use an obvious technique: leveraging his…